Tag: Marketing Strategy
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UMICH Consumer Sentiment Index
Lower consumer sentiment isn’t the end of growth. But it is a signal to adapt. The University of Michigan’s November sentiment index came in at 50.3. That’s barely above where we stood in 2022, despite a year of recovery headlines. What does that mean for brands? It means consumers are preparing to spend less. And…
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Giving Finance Confidence in Marketing’s Promises
Want marketing and finance on the same page? Start with preference. Too often, marketing and finance feel like they’re speaking different language. Finance wants to know: 𝘩𝘰𝘸 𝘸𝘪𝘭𝘭 𝘵𝘩𝘪𝘴 𝘪𝘯𝘷𝘦𝘴𝘵𝘮𝘦𝘯𝘵 𝘪𝘮𝘱𝘢𝘤𝘵 𝘵𝘩𝘦 𝘣𝘰𝘵𝘵𝘰𝘮 𝘭𝘪𝘯𝘦? That’s where preference becomes the bridge. There’s a quantifiable relationship between preference, share, revenue, and profit. If you can show how…
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CMOs and Insights Professionals, you’re killing your brand growth. Here’s how it happened…
Many Years ago, before the internet, brands focused on building strong foundations. We did concept testing to find the “big ideas” and copy testing, to build awareness, preference, and emotional connections with audiences. We took our time. Advertising was slower, but it was effective. Brands grew, and everyone was happy. Then came the internet. Suddenly,…
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3 Quick Ways to Dramatically Improve ROMI Without Spending a Penny More
In the 2010s there may be no better mantra for the marketing function than the old adage “work smarter, not harder”. Faced with stagnant (or declining!) budgets and staff levels, it is no longer practical to use brute force ad spending to drive marketing returns. Instead marketers are seeking ways to apply new technology to…
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Creating Effective Product Benefit Advertising: Series
Creating Effective Product Benefit Advertising Just as there isn’t only one way to skin a cat, there isn’t one way to create sales-effective advertising. The approach taken for a particular campaign is influenced by a variety of factors, including but not limited to the equity of the brand, the specific attributes of the category in…
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Creating Effective Product Benefits Advertising, Part 4: Presenters and Stagecraft in Supporting Role
The challenging economic environment in the aftermath of the Great Recession has turned up the pressure for brands to create advertising that will justify the investment… and the continued advertising budget. To meet this challenge, one advertising format brands are turning to is the product benefits ad. For this reason we have put together a…