Your Personal Marketing Plan – 5 Tips from Hiring Managers

Posted by Joe Cannon

This article on LinkedIn 5 Interviewing Tips from Hiring Managers” (September 2, 2014) will be great for your students who are in the job-hunting process or writing their own personal marketing plan. This was also posted at Learn the 4 Ps


Seth’s Blog: Worthless (priceless)

Posted by Joe Cannon

Another of Seth Godin’s interesting observations in “Worthless (priceless)” (September 11, 2014). This idea might be interesting to discuss in class when you discuss value or price. Ask students for some examples of how something priceless was transformed into something worthless — and vice versa.


Porsche targets women with new crossover

Posted by Joe Cannon

porschemacanJust over 10 years ago, Porsche introduced its first SUV. At the time, the Cayenne generated considerable controversy inside and outside the company. The Cayenne has been hot! By 2011 about half of all Porsches sold were Cayennes. Now Porsche purists (who still see the brand as the ultimate sports car) are up in arms again. Porsche is joining the highly competitive crossover market. Did you know crossovers now account for 20% of  automobile sales?

This extended Bloomberg Businessweek article, “Porsche Builds Macan Crossover to Win Over Women” (August 7, 2014) describes the product development process for this new vehicle. The launch is not risk as failure for Macan could do damage to the carefully crafted Porsche brand. If Macan succeeds, it might open a new market for the carmaker. Porsche which believes the Macan will appeal to women — a market where Porsche currently lags  (just 15% of its vehicles are sold to women). The article offers examples and discussion when you cover Product topics including brand management (perhaps along with our recent post “Managing Product Lines“), new-product development, or the product life cycle.


Get to know… Alibaba

Posted by Joe Cannon

Alibaba_logoAs Alibaba heads out on a road show to promote its upcoming IPO, it is time for us to get to know the giant wholesaler. As I checked them out, I learned a great deal. one thing I learned — we marketing professors should all get to know Alibaba.

Let me share a few of my favorite sources so you an be up to speed.  I was shocked at how big the online Chinese reseller is. Alibaba sold $248 billion through its collection of online resellers — that number is twice Amazon’s and three times EBay’s revenue. Alibaba has a different business model. Bloomberg Businessweek looks at the competitive threat to U.S. e-commerce in “Alibaba’s IPO May Herald the End of U.S. E-Commerce Dominance” (August 7, 2014). A Planet Money podcast “The Story of Alibaba” (September 3, 2014) offers a customer perspective that gives you an idea of the needs Alibaba fills. It is worth the relatively long 15 minute listen.


Pantene #ShineStrong Campaign

Posted by Joe Cannon

This came out back in November, but I missed it then. But it is a neat story and you might like to show it in class. Surprisingly, at least to me, this Pantene ad came out of the Philippines. There is some great advertising work going on in developing countries. The ad speaks to Pantene’s core target market, women with aspirations. Of course it also speaks to this father of three girls. Below the ad is a brief expert commentary on the ad. You could show both in a class dedicated to segmentation and targeting, advertising, or viral content.

Flash of Genius: Pantene #ShineStrong from L2 Think Tank on Vimeo.


What lessons can marketers take away from the ALS Ice Bucket Challenge?

Posted by Joe Cannon

We have all enjoyed the ALS Ice Bucket Challenge over the last few weeks — with their attention on social media, many of our students have seen more buckets dumped than us. But I have wondered what lessons we can take away from this viral smash hit.

It would be a great discussion starter to ask your students “What [they think] Marketers Can Learn From the Ice Bucket Challenge” (AdAge, August 20, 2014). I am sure that you and your students have a few ideas beyond those offered by AdAge but this article is a good start. Plus it gives the background and history of the Ice Bucket Challenge — which was news to me. One of the early videos that launched the phenomenon is shown below (see article for more details).

While the Ice Bucket Challenge has been wildly successful in helping ALS raise awareness and money — it may also be interesting to discuss how ALS might leverage this success going forward as well as what opportunities it might have missed. The article suggests an in-post donation button in Facebook might have generated even more money for ALS. What other ideas can your students think of?


TD Canada Trust’s Thank You’s Go Viral

Posted by Joe Cannon

Canadian bank TD Canada Trust’s efforts to thank its customers has gone viral. Of course that is what TD Canada hoped for. You can read a bit more here and watch the video below. It might be interesting to talk to your students about what makes this video work so well. I think one element is the customization of each of the thank you gifts. I am sure this video required a lot of background work to pull off. Of course the strong emotional pull helps, too.

Does it move customers? Check out the YouTube comments.

 


“Why does popcorn at the movies cost so much?”

Posted by Joe Cannon

moviepopcornAmerican Public Media’s Marketplace radio show recently asked (and answered) “Why does popcorn at the movies cost so much?” (August 4, 2014, you can listen or read the transcript). The article also has some fun GIFs you might add to your PowerPoints. While I thought I knew the whole answer, I only knew half. Check if you know the whole answer – and perhaps use this as a discussion topic when you cover pricing.


Retail winners and losers

Posted by Joe Cannon

Bring a guest speaker to class. In this short 2 minute video the founder of consulting firm L2 offers his take on winners and losers in retail. Before you show the video, you might ask your students who they believe are winners and losers in today’s retail environment — and of course why? If the conversation wanders, you might focus them on the elements of marketing strategy — target market, Product, Place, Promotion, and Price. Then you might share the thoughts of an expert in the video below:

Winners and Losers: Retail from L2 Think Tank on Vimeo.

 


Is the price really “free”?

Posted by Joe Cannon

Free-Price-TagCustomers love it when the price is “free.” So you find more and more sellers using “free” in their promotions. It is not usually a good long-term business model to give things away — so it is rare that something is truly free. To read how this magical price actually plays out in the travel business read  “‘Free’ offers can really cost you” (USA Today, August 4, 2014).

This article might provide examples or discussion for when you cover Price and/or business models.