Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Relationship Marketing, Services Marketing.

Description: More than 20 years ago, a hotel company made a big deal about having a great bed. And the world went: “Duh.” More recently, Hilton, a brand more associated with lodging than any other, launched a campaign focused on, yes, “The Stay.” So it might be time for another “Duh.”

Source: MediaPost.com

Date: Sep 14, 2022

Link: https://www.mediapost.com/publications/article/377750/no-walks-on-the-beach-as-hilton-focuses-on-the-st.html?utm_source=newsletter&utm_medium=email&utm_content=readmore&utm_campaign=127642&hashid=sEI_WGOFRPC9S2yOZBKY8g

Questions for discussion:

  • Explain the campaign and the reason for its success with consumers?
  • What would you add to this effort?
  • Do you think the same approach would work with the airline industry?

Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Marketing Research.

Description: To be honest, Gen Z can feel like foreign territory to all. Even myself, born in 2001. Although I’m smack in the middle of the TikTok, middle-part wearing generation, I don’t always fully understand the trends we start, stop, or totally cancel.

Source: BlogHubSpot.com

Date: Sep 16, 2022

Link: https://blog.hubspot.com/marketing/gen-z-myths?utm_medium=email&utm_source=rasa_io&utm_campaign=newsletter

Questions for discussion:

  • What does the report say about this target audience that surprised you?
  • How can marketers use this understanding to improve communications?
  • Create a simple marketing idea for a company that illustrates one of the items, such as use of social media.

Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Marketing Research, Relationship Marketing.

Description: Editor’s note: This week, we’re giving everyone a taste of Content Marketing World 2022 by featuring recaps of articles filled with insights from this year’s speakers.

Source: ContentMarketingInstitute.com

Date: Sep 15, 2022

Link: https://contentmarketinginstitute.com/articles/content-team-brand-goals?utm_medium=email&utm_source=rasa_io&utm_campaign=newsletter

Questions for discussion:

  • What are the most significant suggestions, in your opinion?
  • How should marketers make use of this information?

Posted by & filed under Consumer/Buyer Behavior, Marketing Research, Marketing Strategy.

Description: 10 million households own their home, while 5 million rent. But the gap is narrowing

Source: CBC.ca

Date: Sep 20, 2022

Link: https://www.cbc.ca/news/business/census-housing-data-1.6589842

Questions for discussion:

  • What does the report say about home ownership versus renting and the factors influencing Canadians?
  • What does this mean for businesses selling real estate and how should they adjust their strategies to reflect this information?

Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Marketing Research.

Description: “While there used to be stigmas attached to not drinking, that has really changed dramatically in the last 4 or 5 years.” How did the the non-alcoholic beer market go from flavorless to a market forecast to reach $23+ billion in 2025? Rosalie e’Silva and Kate Krader explain. (Source: Bloomberg)

Source: Bloomberg.co – video report

Date: Sep 19, 2022

Link: https://www.bloomberg.com/news/videos/2022-09-19/the-rise-of-non-alcoholic-beer?srnd=premium-canada

Questions for discussion:

  • What do you think explains the success of this product category?
  • Who is the target market?
  • What do you this about the longer term investment in non-alcoholic brewing?

Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Marketing Research.

Description: Turns out it’s something you already do. You just need to turn it up a notch.

Source: INC.com

Date: Sep 21, 2022

Link: https://www.inc.com/jeff-haden/mark-cuban-says-worst-career-advice-is-follow-your-passion-what-should-you-do-instead.html?utm_source=newsletters&utm_medium=email&leadId=261346&mkt_tok=NjEwLUxFRS04NzIAAAGG_s0bJ4rgO6-Ha4lfXKGHNmrUVBgsf9USSn96kvl21rxRpUyVC1h5Fm2L9rB4yzkHDbrt0menfW10UTIdXAGI6Xw1jRVgdymDiaKb9w

Questions for discussion:

  • What is Mark Cuban’s advice?
  • Do you think it applies well to most people?
  • Do you think most people follow this advice?

Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Marketing Strategy, Product Brands and Branding, Relationship Marketing.

Description: Need to find a restaurant or figure out how to do something? Young people are turning to TikTok to search for answers. Google has noticed.

Source: NYTimes.com

Date: Sep 16, 2022

Link: https://www.nytimes.com/2022/09/16/technology/gen-z-tiktok-search-engine.html?

Questions for discussion:

  • Why is TikTok gaining ground as a search vehicle?
  • How should marketers deal with this development from a strategic communications point of view?

Posted by & filed under Consumer/Buyer Behavior, Marketing Research, Relationship Marketing, Retail Marketing.

Description: In difficult economic times, marketers may expect to see consumers do less shopping. Some consumers are pulling back and many are changing habits, but some are not. Recent studies from Morning Consult and Coveo found that a lot depends on the products and the consumer’s generation — apart from rising prices on many items.

Source: MediaPost.com

Date: Sep 15, 2022

Link: https://www.mediapost.com/publications/article/377782/consumers-ready-to-spend-well-maybe.html

Questions for discussion:

  • What does the report suggest to you about consumer behavior attitudes at this time?
  • How should marketers make use of this information?

Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding, Relationship Marketing, Retail Marketing.

Description: Bed Bath & Beyond has announced dozens of the roughly 150 stores it plans to close. The struggling home goods retailer released its plans last month to shutter the “lower producing” locations, representing about 20% of its namesake stores.

Source: CNBC.com

Date: Sep 15, 2022

Link: https://www.cnbc.com/2022/09/15/bed-bath-beyond-closing-150-stores-map-of-ones-on-the-list-so-far.html

Questions for discussion:

  • From a marketing point of view, what are the ramifications of this decision?
  • How do you suppose customers and suppliers will react?
  • What would you advise management do at this time?

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding, Retail Marketing, Supply Chain.

Description: Yvon Chouinard, the billionaire founder of outdoor apparel brand Patagonia, said on Wednesday he is giving away the company to a trust that will use its profit to fight the climate crisis.

Source: CBC.ca

Date: Sep 15, 2022

Link: https://www.cbc.ca/news/business/patagonia-founder-trust-climate-crisis-1.6583492

Questions for discussion:

  • What do you think customer reaction will be to the decision?
  • Should marketers at the company exploit this decision and if so, how?