Schwinn Partners with Good Co. Bike Club to Promote Cycling in the Black Community

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Soon after the pandemic hit New York, Brooklyn cyclist Drew Bennett posted on his Instagram Stories that he was going on a bike ride and if anyone wanted to join, they should meet at the Brooklyn Museum. He was surprised to see 17 cyclists show up. Bennett (and cycling) struck a chord with folks and the Good Company Bike Club was born. A few weeks later, a Juneteenth celebration boasted 1500 riding around New York City.

Seeing an opportunity to connect with an oft ignored market segment of Black cyclists, Schwinn partnered with Good Co. Bike Club and features the group as part of its #IAmACyclist campaign. You can hear more of Drew’s story here and see Good Co. Bike Club featured in an ad. As a cyclist, I love it!

Unrest following George Floyd’s murder at the hands of a police officer in 2020, many brands are waking up to connect with and support marginalized groups. This type of partnership may be seen as taking advantage of a moment – and some might question Schwinn’s sincerity – which might lead to an interesting class discussion.

Nike: Can you be an athlete?

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Nike shows support for mothers in this recent video. In time for Mother’s Day. This video offers can be integrated into and foster discussion on many different topics including:

  • Marketing for a Better World (Chapters 1 and 19 in Essentials of Marketing)
  • Segmentation and targeting (Chapter 4)
  • Promotion and owned media (Chapters 13 and 16)

Marketing for a Worse World: The Case of Juul

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As you know, the new 17th edition of Essentials of Marketing and Teach the 4 Ps have been celebrating the theme, marketing for a better world (#M4BW). We are highlighting the many positive actions firms are taking to create a better world, while also making profits. That is not to say we are so naive to believe that every firm behaves in this manner. Juul’s e-cigarettes have been in the news for all the wrong reasons lately. The one getting more press is the health problems people are having. The company has also been under fire for targeting kids who are supposedly too young to use its products. This article in The Guardian, “How Juul gets kids addicted to vaping: it’s even worse than you think,” (February 14, 2020).

The example could be used with segmentation and targeting (Chapter 4), advertising (Chapter 15) or even as a counter-point to our #M4BW coverage.

Adweek’s “The 25 Best Ads of 2019”

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Earlier this week I posted a list of the “8 Best Brand Moments of 2019” from CMO by Adobe. Today, I have Adweek‘s “The 25 Best Ads of 2019” (I am not sure if you will have to sign up to get access — but you should not have to subscribe because I don’t but I do get 5 free articles per month). Once again, an expert identifying a bunch of great examples. Of course advertising examples can fit anywhere (the McDonalds ad below could add to our Place Chapters 10, 11, or 12), but work particularly well to demonstrate positioning (Chapter 4), segmentation (Chapter 4), branding (Chapter 8), Promotion (Chapters 13 and 15). Check out the full list.

I love this commercial for Jif Peanut Butter…

And of course McDonalds always has great advertising campaigns…

#M4BW LEGO responds to millennial parents wanting sustainable toys

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A recent report from the Toy Association (you have to buy the report, but a short summary can be found here) suggests that millennial parents take values into account when buying toys for their children. For example a quote from the report indicates “Parents want to know that the products they buy will not harm the environment. Offering a toy that is biodegradable or an initiative that encourages toy sharing will appeal to today’s environmentally-conscious consumers.”

While there has always been a niche for sustainable toys (see for example a local-to-me company BeginAgain), the market is growing and now the world’s largest toy company is jumping in. Read more about LEGO’s new kit with pieces made from plant-based materials and how LEGO plans to have its products be entirely sustainable ty 2030 in “As millennial parents demand sustainable toys, Lego is perfecting plant-based bricks,” NBCNews.com, August 2, 2019).

An instructor might add this nugget of knowledge to students when discussing segmentation and targeting (Chapter 4). We open that chapter with a LEGO case, but this is so new, we don’t include the millennial parent segment in our discussion. It might also fit when you discuss Product (Chapter 8) and want a marketing for a better world spin on the topic.