Again, and I have been writing this often, I apologize for a lack of updates. In the spirit of uncorking the bottle, I’ve listed here a number of past articles that have caught my attention, and should catch the attention of thoughtful marketers and advertisers alike. In no particular order:
The “Duh!” Article: Marketers Lack Understanding of Brand Value: ANA Study
According to Promo Magazine, the majority of senior marketers lack an understanding of brand value, caused in part by following an archaic marketing model, a new survey has found.
The survey by the Association of National Advertisers and Interbrand polled 118 chief marketing officers and senior marketing executives at ANA member companies. The results indicate that because brand value is not fully comprehended, an awareness of the impact of building strong brands may not be factoring into company decision-making, the survey found.Some 64% of the executives surveyed said that brands do not influence decisions made at their organizations suggesting that companies are missing major opportunities to fully realize the economic potential of brand strength.
How about this one: Product Placement, Sampling, and Word-of-Mouth Collectively Influence Consumer Purchases
According to the Center for Media Research:
- 28% of those surveyed reported that they have been offered product samples within the past three months
- 64% of those surveyed claimed they had accepted product samples. 66% of the customers characterized as Acquisitions accepted samples, as well as 63% of the Conversions, and 63% of the Retentions
- 35% of those surveyed claimed they purchased the sampled product on the same day. 26% of the Acquisitions bought the product right away, as well as 19% of the Conversions, and 31% of the Retentions
- 24% of those surveyed claimed that a sampled product had specifically replaced an item that they had planned on buying. 20% of the Acquisitions were planning to make the switch, as well as 33% of the Conversions, and 18% of the Retentions.
The “Uh-Oh” Article: CMOs Annoyed by Agencies, Ad Networks According to Advertising Age, “the chief marketing officers of Hewlett-Packard and Charles Schwab openly mulled the attractiveness of bypassing agencies to work directly with media companies and other experiments as they look to fix an agency model they see as broken.”
The “What a Cool Idea!” Article: Common Thread: Fan Names Woven Into Rugby Jerseys
New Zealand rugby team the All Blacks appreciates their fans. And vice versa. Later this month Team Captain Richie McCaw will be presented with jerseys that have the names of 100,000 fans engraved onto a single thread used to make the jerseys.