Tag Archives: planning

Changing Gender Roles: Men Doing More Laundry

11 Feb

Traditional gender roles have been evolving over the past 20 years, especially with the huge number of women in the work force.

As a result, men are now more laundry chores; and marketers have reacted accordingly. According to the Wall Street Journal: “Makers of detergent and washing machines are changing their product development, advertising, and how-to-use instructions.”
 
Here’s a Wall Street Journal video on marketing laundry-related products to men.


 

The Best and Worst of Super Bowl Advertising

5 Feb

During the first 49 Super Bowls, there have been a lot of TV commercials presented, and billions of dollars spent on them. So, which of these commercials are considered the best and which the worst?

Before reading the experts’ choices, state what is your all-time favorite Super Bowl TV commercial and what is your least favorite. Why?
 

According to Judann Pollack, writing for Ad Age, these are the top 10 Super Bowl TV ads from games 1-49. Click the ad title to see it at YouTube; and click here to learn why these ads were chosen as the best:

  1. Apple, “1984.”
  2. Monster.com, “When I Grow Up.”
  3. Budweiser, “Respect.” (9/11 Tribute!)
  4. Coca-Cola, “Hilltop.”
  5. EDS, “Cat Herding.”
  6. Coca-Cola, “Mean Joe Greene.”
  7. Nike, “Hare Jordan.”
  8. Volkswagen, “The Force.”
  9. Ram Trucks, “Farmer.”
  10. Budweiser, “Whassup!?”

 

According to Kimberly Potts, reporting for Yahoo! TV, these are the worst Super Bowl TV ads from games 1-49. Click the ad title to see it at YouTube; and click here to learn why these ads were chosen as the worst:

  1. Groupon, “Save the Money – Tibet”
  2. GM, “Robot Commercial”
  3. SalesGenie.com, “Pandas”
  4. Go Daddy, “Body Paint: Danica Patrick & Jillian Michaels”
  5. Go Daddy, “Exposure: Danica Patrick”
  6. Miller, “Evil Beavers vs. Miller Lite”
  7. Pepsi, “King’s Court with Elton John”
  8. Go Daddy, “Perfect Match with Bar Refaeli”
  9. Teleflora, “Adriana Lima”
  10. Bridgestone Tires, Alice Cooper & Richard Simmons”

 

Are You Ready for a Months-Long Job Interview?

20 Jan

We know that the job hiring process is much tougher today than in the past — due to companies’ use of key-word computer software to pre-screen resumes, the downsizing of several major companies, and the number of applicants for each good job. But, another disheartening trend for job seekers is the longer hiring process used by many firms. Job seekers must be ready to deal with these trends without getting overly frustrated by them. A positive attitude, and endurance, are essential.

For example, in  today’s print version of the Wall Street Journal, Sue Shellenbarger’s report is titled “The Six-Month Job Interview”:

“It has never been easy to land a job, but a rise in hiring has added a new twist: Employers are taking nearly twice as long to hire people as they did several years ago. ​Companies need an average of 23 days to screen and hire new employees, up from 13 days in 2010, says Andrew Chamberlain, chief economist at the jobs and recruiting site Glassdoor, based on a study of nearly 350,000 interview reviews by the site’s users. Applicants run a gantlet of multiple interviews not only with bosses but with teams of prospective co-workers. Also, more people are being asked to submit business plans or face a battery of personnel tests.” [Click here to access the full Glassdoor report.]

“For job seekers, performing well during decision-making marathons requires a thick skin and new skills. Some get frustrated or blame themselves for delays in the hiring process. ‘It can be debilitating. It goes on and on,’ says Carole Osterer, Wayland, Mass., who completed a job search late last year. A human-resources manager at one employer called her with glowing comments. A month later, he called to say the company wasn’t interested after all. After another month, he reversed himself again and asked her to interview, says Ms. Osterer, a university research administrator. She did the interviews but never heard from the employer again.”

 

To read more about the elongated job search process (and see more tips like those below), click the image.

“HURDLE: Long silences between interviews are making you crazy. DO: Suppress your frustration and find a friendly way to stay in touch, such as sending an article of interest. DON’T: Call HR and demand to know your status.” Illustration: Tim Bower for The Wall Street Journal

 

Developing a Marketing Plan

7 Jan

Are strategic plans in marketing important? They are in our view. :-)

Take a look at the video below and the article from Entrepreneur, which notes the following:

“Firms that are successful in marketing invariably start with a marketing plan. Large companies have plans with hundreds of pages; small companies can get by with a half-dozen sheets. Put your marketing plan in a three-ring binder. Refer to it at least quarterly, but better yet monthly. Leave a tab for putting in monthly reports on sales/manufacturing; this will allow you to track performance as you follow the plan.”

“The plan should cover one year. For small companies, this is often the best way to think about marketing. Things change, people leave, markets evolve, customers come and go. Later on we suggest creating a section of your plan that addresses the medium-term future — two to four years down the road. But the bulk of your plan should focus on the coming year.”

 

 

Updating Our Most Popular Post EVER

1 Jan

Online Shopping Behavior by Gender and Age has been our most popular post since we started this blog in 2012. It has been viewed thousands of time. Thank you!

As a result, with the start of 2016, we are updating this post with EIGHT new sources of information (all published in 2015) on online shopping and gender and age, in alphabetical order. Click on any of the links to read more from each source.

E-commerce Chart: Online shopping Behaviors of Millennials Versus Baby Boomers by Daniel Burstein and Liva LaMontagne for Marketing Sherpa:

“This month (July 2015) , Neustar released a survey it conducted with the E-tailing group on 1,020 shoppers — 50% male, 50% female who spent at least $250 online, purchased online at least four times annually and owned smartphones. Their research shows that the biggest differences between millennials and baby boomers.”

E-commerce Demographic Report: In a Reversal, Women Are Now Dominating Mobile Shopping by Cooper Smith for Business Insider with data from Business Intelligence:

“Of U.S. consumers who say they’ve completed a purchase on a mobile device in the last month, 66.5% are women and 33.5% are men. Compare that to 2013, when a greater share of men than women completed purchases on mobile. Women are more actively researching products and retailers on mobile devices than men. Women are also more likely than men are to look up store locations on mobile devices.Women are more likely to be influenced by coupons and marketing campaigns compared to men. 27% of women and 20% of men say coupons influence their purchasing decisions, according to a study published by the  National Retail Federation.”

Gen X and Baby Boomers Present a Huge Opportunity for Online Retailers by Cooper Smith for Business Insider:

“The conventional wisdom is that teens and millennials drive E-commerce trends. In actuality, a disproportionate share of middle-aged consumers are shopping online. 23% of online shoppers fall between the ages of 35 and 44, while only 18% of the US population is that age. 24% of online shoppers are between the ages of 45 to 54, even though less than 20% of the U.S. population falls between those ages.”

How Gender, Age, and Left-Handedness Affect E-Commerce Behavior by Ayaz Nanji  for Marketing Profs::

According to a French study of 4,000 consumers: “Women are more active than men on E-commerce Web sites,women click 30% more on Web sites than men; women view 12% more pages; women hesitate 10% less before clicking on a page element; and women purchase 7% faster than men.”

“Younger (18-34 years old) and older (45-64 years old) consumers generally behave similarly on E-commerce sites, though there are some differences. Older consumers view 4% fewer pages; and older consumers’ hesitation time is 30% longer.”

How Your Buying Behavior Can Predict Your Gender by Krystina Gustafson for CNBC:

“When [online] subscription beauty service Birchbox started selling men’s sample boxes three years ago, the company’s founders quickly learned there are certain shopping habits that distinguish men from women. Whereas, females would test samples that the company sent them in the mail — sometimes purchasing a full-size version of an item they really liked — men would immediately snatch up six to a dozen versions of the same thing. “Birchbox was so unaccustomed to such buying behavior that its Web site started to code the orders as fraudulent!! ‘[Men] were buying something that they liked, and they weren’t just buying one of it,’ said Katia Beauchamp, one of Birchbox’s co-founders. ‘The guys in our office were like, ‘No, no, no, that’s how we buy soap.'”

“Though Birchbox’s case study may err on the extreme, it’s just one of a flurry of ways in which men approach shopping differently than women. For a more basic understanding, next time you’re at the mall, take a quick scan of your fellow shoppers.”

Gender Influence on Consumer Buying Behaviour by Sovit Khurana is available on Slideshare.

Online Shopping Behavior of Consumers by Preeti Singh1 and Radha Kashyap2 (a study of 200 experienced online shoppers) for International Journal of Innovative Research in Science, Engineering and Technology:

“The study results indicate that females had positive attitudes to purchase online apparel as compared to males. Further results shows that working females had more inclined towards online shopping as compared to working males. The results also show that respondents of the younger age group between 20-30 years, both males and females, purchased apparel online as compare to males and females of 30-40 years, 40-50 years, and 50 & above. The study further indicates that higher-income groups of females were more inclined towards frequent online purchases as compared to male counterparts.”

Portrait of an Online Shopper: Understanding and Predicting Consumer Behavior by Farshad Kooti, Kristina Lerman, Luca Maria Aiello, Mihajlo Grbovic, Nemanja Djuric, and Vladan Radosavljevic for ACM:

“We find that a higher fraction of women make online purchases compared to men; but men make slightly more purchases per person. Men and women also purchase different types of products online. Even though the ranking of the top products is the same for men and women, each product accounts for different fraction of all purchases within the same gender. With respect to the age, spending ability increases as people get older, peaking among the population between ages 30 to 50 and declining afterwards. The same pattern holds for number of purchases made, average item price, and total money spent.”

 

Is Advertising on the Super Bowl a Touchdown?

30 Dec

As the NFL’s 2015 regular season winds down this weekend, some marketers are busily planning their ads for “Super Bowl Sunday,” which will be on February 7, 2016 in Santa Clara, California at Levi’s Stadium and televised on CBS. 2016 marks a special celebration for the Super Bowl as this will be game 50. To see our pre-Super Bowl 2015 post about advertising, click here.

For 2016, there will be a mix of veteran advertisers and newcomers. See the latest TV commercial lineup at this Web site. As Claire Groden reported for Fortune:

“A 30-second Super Bowl ad is selling for as much as $5 million [said CBS network president and chief executive Leslie Moonves]. That’s 11% higher than the base price of $4.5 million that NBC charged advertisers during the prior Super Bowl, according to ESPN. Between 2005 and 2014, the price of a 30-spot increased 75%, generating a total of $2.19 billion in sales.”

“Prices are so high because marketers are willing to pay to access the enormous audience. Some 114.4 million people on average tuned into the 2015 Super Bowl to watch the Seattle Seahawks play the Patriots, making the game the most-watched broadcast in the history of U.S. television. That estimate doesn’t even account for larger viewing groups at private parties, or bars.”

But, Advertising Age raises a good question: “Is the Super Bowl still worth it? What’s at stake when a brand spends millions to compete in the ad industry’s biggest day?

Take a look at this YouTube video from Advertising Age.
 
 

 

Last-Minute Tips for Maximizing Online Sales

18 Dec

Guest Blogger

Today’s post is by David Campbell, who blogs about customer service trends for ClickDesk live chat and helpdesk software. He is an active freelance writer and his other interests include organic SEO and growth hacking.

_____________________________________________________________

This is the holiday season, and if you are in the online business (especially retail), you know this is the high time for you as people are searching for good offers and as their wallets are full they don’t take much time before they convert.

There are a few things that every potential customer will look at before they decide if they should convert or not. This includes the quality of a product/service, price comparisons, extra discounts, customer service, and more.

But honestly, if all things are constant, one thing that not only wins the customer but keep with you for a longer period of time is the customer service.

ClickDesk is a Live Chat software that help businesses provide better customer service to audience on the website. They recently created an infographic that is a sure help for E-commerce businesses who are looking to increase business sales.

 

Click the infographic to read more, including “Did you know that December 18th is now known as Free Shipping Day? “

 
Optimize Customer Service for Holiday
 

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