‘Make noise’: How Tubi’s disruptive Super Bowl ad happened

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

Description: Tubi caused many of the 113 million US viewers watching the Super Bowl Sunday night to frantically search for their TV remote. The ad-supported streaming platform’s fake-out ad simulated a connected TV (CTV) platform exiting the big game, scrolling to Tubi, and opening the app.

Source: insiderintelligence.com/emarketer

Date: Feb 14, 2023

Link: https://www.insiderintelligence.com/content/make-noise-how-tubi-disruptive-super-bowl-ad-happened?utm_source=email&utm_medium=email&utm_campaign=eDaily%202.15.2023&utm_id=eDaily%202.15.2023&utm_term=eMarketer%20Daily%20CORE/EMEA%20%28Mon-Fri%29

Questions for discussion:

  • What do you think of the design of the ad?
  • What was the objective?
  • Do you think that it worked?
  • What follow-up would you advise?

By the numbers: Super Bowl LVII

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

Description: Takeaways from the big game’s ads, including breakdowns by social engagement, popularity and more.

Source: MarketingDive.com

Date: Feb 13, 2023

Link: https://www.marketingdive.com/news/by-the-numbers-super-bowl-lvii-2023/642322/?utm_source=Sailthru&utm_medium=email&utm_campaign=Issue:%202023-02-15%20Marketing%20Dive%20Newsletter%20%5Bissue:48091%5D&utm_term=Marketing%20Dive

Questions for discussion:

  • What do the numbers say about SuperBowl advertising?
  • What do you think of “ The Farmer’s Dog” ad?
  • What was the message communicated to the target audience?

Profit slips for Tim Hortons restaurant owners amid high commodity costs, inflation

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

Description: Tim Hortons’ parent company released new details on the financial performance of its Canadian coffee shops on Tuesday that appear to shed light on concerns raised by some franchisees about restaurant-level profitability.

Source: BNNBloomberg.com – video report

Date: Feb 14, 2023

Link: https://www.bnnbloomberg.ca/profit-slips-for-tim-hortons-restaurant-owners-amid-high-commodity-costs-inflation-1.1883602

Questions for discussion:

  • Overall, how is the franchise performing?
  • What are the marketing related problems facing the firm and franchise owners?
  • What would you advise both parties?

Turmoil In Toyland? Mattel Sales Tumble, Hasbro Has Layoffs

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

Description: Toyland is a treacherous place these days, and Mattel is the latest victim. Quarterly sales for the company plummeted 22%, and earnings missed forecasts.

Source: MediaPost.com

Date: Feb 10, 2023

Link: https://www.mediapost.com/publications/article/382432/turmoil-in-toyland-mattel-sales-tumble-hasbro-ha.html?utm_source=newsletter&utm_medium=email&utm_content=readnow&utm_campaign=129253&hashid=7T9TCmQZSDGbnu-424RuBQ

Questions for discussion:

  • Is this a marketing, management or financial problem?
  • What are the possible explanations for these financial results?
  • How does Mattel compare to the industry as a whole?
  • What would you advise the company do at this time?

Haunted By Kanye Deal, Adidas Posts Warning

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

Description: Adidas is launching a new line with actress Jenna Ortega Adidas unexpectedly updated its financial guidance for the coming year, warning investors that the aftershocks of its dealing with Ye, the rapper formerly known as Kanye West, keep on coming. If it does not sell the existing Yeezy stock, it could lower sales by $1.3 billion and reduce operating profit by $535 million.

Source: MediaPost.com

Date: Feb 10, 2023

Link: https://www.mediapost.com/publications/article/382445/haunted-by-kanye-deal-adidas-posts-warning.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=129253&hashid=7T9TCmQZSDGbnu-424RuBQ

Questions for discussion:

  • How much is this situation due to the cancelled working relationship with Kanye West?
  • What are other possible explanations for these financial results?
  • Do you think moving ahead with Jenna Ortega makes sense?
  • What would you advise the company do at this time?

Chick-fil-A will test a cauliflower sandwich in its first plant-based pilot

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

Description: Chick-fil-A will test its first plant-based entree: a cauliflower sandwich.The new sandwich closely resembles its famous chicken sandwich, but uses breaded and pressure-cooked cauliflower in place of meat.

Source: CNBC.com

Date: Feb 09, 2023

Link: https://www.cnbc.com/2023/02/09/chick-fil-a-cauliflower-sandwich.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail

Questions for discussion:

  • Do you think this decision is a good one for the firm?
  • How might it affect the brand image?
  • Is the target market the same one that is currently served?
  • How would you roll out this product category?

Super Bowl ads are officially sold out and beer is spending big

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

Description: The hottest ticket in town for advertisers is officially sold out. Fox said Monday that in-game ads for Super Bowl LVII have all been sold.

Source: Fortune.com

Date: Feb 06, 2023

Link: https://fortune.com/2023/02/06/super-bowl-ads-sold-out-beer-crypto/?utm_source=Iterable&utm_medium=email&utm_campaign=campaign_6113321&tpcc=crmsubpromo

Questions for discussion:

  • What does the report suggest about the commercial value of the Super Bowl broadcast experience?
  • Which metrics are most important in evaluating the Super Bowl audience draw?
  • Why do you suppose this is the case?

YouTube Gave Me Everything. Then I Grew Up.

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

Description: My life so far has often been distilled to numbers: 1.7 million subscribers, 1.8 million total followers, 155 million views. At 12 years old, I started posting videos on YouTube. In November, at 24, I quit.

Source: NYTimes.com

Date: Feb 05, 2023

Link: https://www.nytimes.com/2023/02/05/opinion/elle-mills-youtube-quit.html?smid=em-share

Questions for discussion:

  • What can marketers learn from this first-person narrative about the world of social media influencers and audiences?
  • Has the writer simply expanded her use of media and further developed her brand? Comment.

A look at the sneaky fees at Canada’s biggest tourist spot that some call ‘a total cash grab’

Posted by & filed under Consumer/Buyer Behavior, Ethics, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Pricing, Relationship Marketing, Retail Marketing, Services Marketing.

Description: With around 14 million annual visitors, Niagara Falls is already a potential cash cow to the many area businesses serving tourists. But at some of them, visitors are finding contentious fees added to their bills — and CBC Marketplace has found they’re growing.

Source: CBC.ca

Date: Feb 10, 2023

Link: https://www.cbc.ca/news/business/marketplace-tourist-fees-1.6739759

Questions for discussion:

  • What is the problem with these extra fees added onto invoices?
  • Is it deceptive or fraudulent to present these fees rather than including them in the selling price?
  • Should government become involved in this issue?

The Manhattan high-rise that shrunk itself down

Posted by & filed under Ethics, Pricing, Relationship Marketing.

Description: In 1986, a New York zoning activist made a startling discovery: A newly constructed building was over a dozen floors too high. What followed was one of the strangest outcomes in the history of big-city housing.

Source: TheHustle.co

Date: Feb 03, 2023

Link: https://link.thehustle.co/view/6336092910af034736048108i4gus.4amh/236068f4

Questions for discussion:

  • What does the article say about the working relationship between city governments and real estate developers?
  • Was there a better decision to be made in the case of the Parkview?
  • Do you think there should be greater and stricter regulation or less? Explain your thinking.