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A New P? Packaging as a Marketing Tool

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What marketing student doesn’t remember learning about the four P’s of marketing? Product, price, place and promotion – they were everywhere. Although, I wonder if the textbooks still teach the original four. A Google search for “new P’s of marketing” gave me multiple hits for updated versions of the list. A fraction of the marketing world has translated the original four Ps into four different C’s, and then there are the four new Ps of social business marketing. An analyst at Gartner has still another set of P’s. But, none of them include packaging as a marketing tool, which is becoming increasingly relevant.

Keeping Up With Google Like U.S. Patriot Tactical

Retailer corner

Google is the world’s go-to when it comes to queries that need answering. Whether it entails tracking down that skirt your friend bought over a year ago, or settling an argument as to what actor played that role in that one awful movie, Google is ready and waiting. Astonishingly, the site receives over 100 billion search requests every month, and every day, 500 million are unique and have never been entered into Google’s search engine. The tech giant is constantly changing its algorithm to aide these changing requests and entries, and many retailers are struggling to keep at the top of the results. U.S. Patriot Tactical is one such retailer that is doing much more than keeping up with Google.

Marketing To Parents and Flynn & O’Hara School Uniform Shoppers

Retailer Corner

School uniforms have been the subject of heated debates in American schools in recent decades, and there has been a steady increase in the requirement of school uniforms for public and private schools alike. The reasons have varied widely from school security in regard to anti-gang and to prevent outsiders, to even the prevention of bullying for children’s economic backgrounds or style choices. No matter what the reason may be, for the 2011-2012 school year, 19.3% of all American public secondary and high schools required their students to wear uniforms, and 56.9% of private secondary and high schools also implemented uniforms. With a steady average increase of 2% across public schools with each passing school year, marketing to parents with school-aged children through ecommerce purchases is an ingenious move.

4 Back-to-School Marketing Trends

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I’ve been putting off writing a back-to-school post because I didn’t want to admit that summer was coming to an end. But, I don’t think I can delay it anymore, especially with last weekend’s cool, fall-like weather and the bombardment of ads recently.  The National Retail Federation expects the shopping season to see a five-percent increase in spending from last year, with consumers planning to shop more online. As such, here are four back-to-school marketing trends that I’ve noticed. 

BOOK DISCUSSION: The Big Lie …or interpreting your global customer’s inner life for profit

The Big Lie book discussion

It’s time for another book discussion. This month, we read the 2014 Marketing Book of the Year, The Big Lie by Christophe Jouan, Meabh Quoirin and James Murphy. The authors are all involved with the Future Foundation and much of the data from the book comes from the organization’s research and insight. Its purpose is to help brands and businesses understand and interpret consumer research to make better decisions.

Retailers Capitalize on Social Media Habits of Professional Women Ages 30+

Retailer Corner

Instagram now has over 200 million users and over 20 billion uploaded photos and shows no sign of slowing anytime soon. Everyday while I scroll through my Instagram feed, waiting for the C Train, I always see my friends’ outfits of the day. During the morning hours, the most common hashtag I see is #outfitoftheday and it’s usually trending on Instagram. At BrandShare, we often cite a statistic that consumers who shop online are over twice as likely to share their experiences with their friends and family. Many are professional women ages 30+, whose ecommerce purchasing and social media usage habits are on the rise. White House | Black Market is a career-wear centric retailer for this women demographic and took note of this trend. 

Programmatic Buying and Brand Marketing – A Good Match?

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I’ve been seeing the term programmatic everywhere lately, or at least it seems. Last month’s news that Procter and Gamble plans to buy at least 70% of its digital ads programmatically by the end of the year and May’s announcement from American Express to shift 100% of its online buys have put the method in the headlines. Experts have been weighing the pros and cons of programmatic buying in general and analyzing the decisions ad nauseam. But, if you’re like me, you may not have understood what programmatic buying really is and who should use it. 

Marketing To Runners Who Spend Significantly On Their Sport

Retailer Corner

As of 2013, almost 42 million Americans were active runners/joggers, including over 7.8 million on the Southern coast. In the past decade, the fitness activity has experienced a 70% overall growth rate, which has lead to an impressive bump in activewear sales. Marketing to runners at the height of the 5k and the beginning of the marathon seasons is an intelligent investment for many brands looking to reach target these consumers.

BOOK DISCUSSION: Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever

marking to millennials book discussion

Our July book for discussion is Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever by Jeff Fromm and Christie Garton. The millennial generation is more than 80 million strong with a direct buying power estimated at $1.3 trillion. Brands can’t afford to ignore them. In the book, Fromm and Garton review the six segments of these consumers and offer five new rules of marketing to millennials.

Cannes Lions Festival’s Annual Celebration of Creative Communications

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Cannes, France is fortunate enough to not only be host to the renowned and familiar Festival de Cannes for film, but also to a week-long event for creative professionals dubbed the Cannes Lions International Festival of Creativity. Since 1954, the Cannes Lions festival has rewarded and celebrated pioneers in the creative worlds of marketing, film, radio, and technology.

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