Archive for January, 2009
Micro Marketing to Boomers
We are no longer a nation of mass consumers. Although we consume massive amounts of products, goods and services, our connection to what we consume is increasingly at a very individualistic decision.
Where we once strived to keep up with the Joneses, now we don’t even want to be like the Joneses. We are celebrating our uniqueness. Nowhere is this more evident than with the Baby Boomers.
To lump them into one demographic group is of no value to businesses wanting to tap into the enormous amount of wealth and spending power that is settling into the hands and bank accounts of those born between 1946 and 1964.
The safest way to enter into a marketing relationship with boomers is Read more »
The Super Bowl of Advertising
Despite a faltering economy and the highest unemployment in 15 years, there are still companies optimistic enough to put out big bucks for a star advertising spot on this year’s Super Bowl.
How big? $3 million for 30 seconds. There are 67 national commercial spots airing in this year’s game, which is a total take of $201 million for NBC. Not bad for a few hours of airtime.
As I write this article there is still another round of playoffs before knowing which teams will play on February 1st. But who plays is irrelevant to advertisers, many of whom placed their buys and secured their positions when Read more »
The Connection Between Marketing and Leadership
A few days ago I had lunch with a friend who recently returned from Europe and Asia where he has lived and worked for the past 3-1/2 years. In the course of our conversation we discussed which is the most important to running a successful business – marketing or leadership?
The conclusion is that both are equally important. But even more, there is an integration of how marketing and leadership are combined in order to succeed in business today. The writer Milan Kundera summed it up as “Business has only two functions – marketing and innovation.”
In the airline industry Southwest Airlines with Herb Kelleher, and Virgin Airlines with Richard Branson, are examples of entrepreneurs whose success is due to strong Read more »
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