Marketing Tactegy

Nielsen Shopper Modality Study

I just read this article in Marketing Daily on The Nielsen Shopper Modality Study, conducted by the Consumer Research division within Nielsen's proprietary Shopper3 (Shopper Cubed) Insights framework combining primary survey data with Nielsen scan data (“Understanding, Leveraging Consumers' Five CPG Mindsets”, Marketing Daily, by Karlene Lukovitz, Thursday, Oct 16, 2008 6:38 PM ET (http://www.mediapost.com/publications/?fa=Articles.san&s=92836&Nid=48438&p=459501)).  Five CPG mindsets resulted:

Indifferent Auto-pilot & Blinkered Auto-pilot - bathroom cleaners, bar soaps, dishwashing soap and cotton swabs
Browser mindset - shampoo and conditioner, body washes, and toothpaste and brushes
Buzz mindset - hand and body lotions, air fresheners and baby toiletries
Bargain-activated mindset - toilet paper, laundry detergent, paper towels, facial tissues, liquid hand soaps and batteries

With Indifferent Auto-pilot and Blinkered Auto-pilot one of the implications is that the package should not change very often, because this would lead to potential confusion at the ‘delta moment’ of choice at the shelf.  This has implications for the management of brand management.  Many of the larger CPG companies have a policy that moves the brand managers from one brand to the next every 6 months or so.  Just as they are getting to know the brand, they move on.  For the brand managers to make their mark, they want to do a brand refresh, a packaging change and introduce change specifically in a category that doesn’t want it or need it.  In this case for these categories more consistency and less planned turnover can lead to incremental gains in revenue and better marketing ROI.

If you have any thoughts I would love to hear them.

New marketing effectiveness blog in Singapore

Marketing Institute of Singapore

I wanted to let you know that I have been invited to blog on the Marketing Institute of Singapore’s site (Marketing Institute of Singapore ).  If you’re interested in learning about general marketing conversations and about marketing in Asia, take a look.

Marketing Calculator

With my new book out (Marketing Calculator ) and the general level of discussion in this marketing ROI area, the discussion should be pretty lively.

I do have a question for you and that is, what do you see your marketing investments to be for the next two quarters (Q408 and Q109)?  Will spending be made to gain share in a down market, or will the finance team win and marketing will be cut to maintain margins?

I look forward to your views.

Effectiveness of the top 20 ad's from the last 40 years

Marketing Daily just posted an article on ‘The Most Memorable Advertisements Madison Avenue Ever Sold’ (http://nymag.com/anniversary/40th/50671/) and I must say many of them were classics.  (A few weren’t).  It would be great to know how effective each one of them were.  I wonder if they were simply memorable or did they move their brands in terms of revenue, profit and share.  Were they as effective as the AFLAC duck ads that were noticeably absent? According to Kaplan, Koval and Marshall’s ‘Bang! Getting Your Message Heard in A Noisy World’ were they able to drive brand growth by over 15% in the first three years?

Nevertheless if you get a chance, go ahead and view these commercials from the last 40 years and see what you think.

Some of them were great.

By they way, get ready for a new book on marketing effectiveness (Marketing Calculator) becoming available just around the corner.  Pre-order now.