No Walks On The Beach As Hilton Focuses On ‘The Stay’

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,… Read more »

For Gen Z, TikTok Is the New Search Engine

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… Read more »

SPOS #842 – Andrea Belk Olson On Secret Customer Needs

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

Description: Here it is: Six Pixels of Separation – Episode #842. Have you ever met a “differentiation expert”? That’s the role of Andrea Belk Olson (who is also a speaker and author). As the CEO at Pragmadik, where her team helps organizations of all sizes better understand customers (their wants, desires and secret needs). She is the author of The… Read more »

Nike sees signs of recovery in China, which could be a good omen for other retailers

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

Description: Glimmers of hope for Nike in China could be good news for other retailers with big business in the region, as companies contend with a prolonged pandemic recovery and global unrest. Source: CNBC.com – video report Date: Mar 22, 2022 Link: https://www.cnbc.com/2022/03/22/nike-recovers-in-china-potential-good-omen-for-retailers.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail Questions for discussion: What does the report suggest is happening and why is it… Read more »

Adidas announces new network that will allow more than 50,000 student-athletes to be paid ambassadors

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

Description: Adidas announced Wednesday a new “name, image and likeness” network that will be open to student-athletes at NCAA Division 1 Adidas-sponsored schools.The new program will allow more than 50,000 students across 23 sports at 109 schools the ability to become paid spokespeople for the brand. Source: CNBC.com Date: Mar 23, 2022 Link: https://www.cnbc.com/2022/03/23/adidas-announces-new-network-that-will-allow-more-than-50000-student-athletes-to-be-paid-ambassadors-.html Questions for… Read more »

Lululemon launches into footwear as it seeks to take on industry giants like Nike, Adidas

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

Description: Lululemon is venturing into footwear, marking a new product category for the maker of leggings and sports bras and deepening its rivalry with giants like Nike and Adidas. Source: CNBC.com – video report Date: Mar 08, 2022 Link: https://www.cnbc.com/2022/03/08/lululemon-footwear-marks-new-product-to-take-on-nike-adidas.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail Questions for discussion: What are the challenges and advantages Lululemon has by entering this market? How would you… Read more »

Black History Month offers retailers an opportunity to meet unmet demand

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

Description: The trend: A number of retailers, including Amazon, Nordstrom, and Target, have used Black History Month to highlight their efforts to increase the number of products produced by Black-owned brands and products on their shelves. Source: eMarketer.com Date: Feb 24, 2022 Link: https://www.emarketer.com/content/black-history-month-offers-retailers-opportunity-meet-unmet-demand Questions for discussion: What does the report say about the opportunities available to businesses? How… Read more »

From kitchen to Bloomingdale’s to online success: How this small business founder pivoted her strategy during the pandemic

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Market Segmentation, Marketing Research, Marketing Strategy, Product Brands and Branding, Relationship Marketing.

Description: When Teri Johnson, founder of the Harlem Candle Co., realized how serious the Covid-19 shutdown was going to be, she ordered as much inventory as she could. The Harlem resident founded the company in 2014 and personally designs each candle to honor and capture the essence of neighborhood icons such as Langston Hughes, James… Read more »

5 years ago, these women launched a side hustle for Black figure skaters — now Olympians are wearing their tights

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Strategy, Retail Marketing.

Description: Today, their start-up Aurora Tights says it’s the country’s most inclusive hosiery brand, designing tights for hundreds of figure skaters, dancers, cheerleaders and gymnasts. That includes Team USA pairs skater Ashley Cain-Gribble, who is competing in the 2022 Winter Olympic Games in Beijing. Source: CNBC.com Date: Feb 17, 2022 Link: https://www.cnbc.com/2022/02/17/aurora-tights-how-side-hustle-for-black-ice-skaters-got-to-olympics.html Questions for discussion: What… Read more »

Netflix gets clobbered on subscriber miss: ‘The good old days may be gone’

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

Description: The streaming wars are intensifying — and Netflix is bearing the brunt of the battle. Source: Yahoo.Finance.com – video report Date: Jan 21, 2022 Link: https://finance.yahoo.com/news/netflix-will-have-to-compete-neck-to-neck-for-subscribers-analyst-171737376.html Questions for discussion: Why is growth in subscribers becoming a greater challenge for Netflix and competitors? From a marketing perspective, how should Netflix approach subscription and revenue growth… Read more »