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al berrios IMKTG REPORT
10.15.02: Price Perception, Niche media; more
THIS WEEK'S CONTENTS ARE:
[1] JUST SAY IT: my updates, IPO scandals, Miss Cleo, Red
Army vodka
[2] BRANDSTRATEGY: Measuring Consumer Price Perception
in Automotive
[3] CONSUMERFOCUS: Internet vs All Media, States Galore!
[4] MEDIA: Niche Saves Money
[5] MANAGEMENT: Don't Be Scared To Change Your Business
Model
[1] JUST SAY IT: my updates, IPO scandals, Miss Cleo,
Red Army vodka
>> "By working messages through both the Internet and other media,
word-of-mouth buzz can be 'diffused faster and in real time,' said [Dr. Joseph
Pilotta, a professor of communications at Ohio State University and vice president
of research at BIG-research]. 'Word of mouth just doesn't come out of thin air.
It can be created and produced by simultaneous media experiences.'
Good morning execs,
This section is now called JUST SAY IT, because I know you'd want to say it,
too. I've also modified the other sections so you know where to look for your
most relevant subject matter. Hope it helps.
Hey, guess what? A new addition to the creative dept here at al berrios: Alta
Berrios (that's right, my sister!) has joined us as freelance Creative Director.
Her work hangs in museums, so you know she's good. So, why the build up in creative
talent at a firm that prides itself in interacting with your consumers in real
time chat communities? What, you think those interactions are spontaneous? My
creatives develop the personality of your brand using our iMarketing methodology.
And guess what folks? Without this sort of planning, all the "guerrilla,
viral, stealth, whatever" marketing in the world won't help your brand
with consumers. Little by little folks, we're getting there.
Since business was business, execs have exchanged favors for business. Even
politicians promise favors for their constituents (especially the biggest donators).
So what's the big deal with execs and IPOs? Instead of spending my tax dollars
on harassing my future clients, why not spend it on catching psycho snipers
& terrorists when you know they're terrorists.
Oh man, had to update you: "Youree Dell Harris, also known as Miss Cleo,
is expected to appear before a judge today for a hearing on charges by the state
of Florida that she misled consumers, two days after her former employers pleaded
guilty to charges in Missouri."
And, in a product placement gone bad, Red Army vodka is suing Columbia pictures
for using it's vodka as the preferred drink of the villain in "XXX"
claiming it damaged its brand. Columbia didn't ask permission, and wasn't compensated
for the placement. Is it any wonder product placements are getting out of hand
with brands resorting to suing because they received a free ad? But when sales
go up, not a peep. "Lawyers though seem doubtful Regata [the US distrib]
has a case, believing it will be difficult to prove that damage has been done
[to the brand]", which is an issue I'll be addressing soon.
READ MORE:
http://www.dmnews.com/cgi-bin/artcategory.cgi?category_id=19&a=21738
http://just-drinks.com/news_detail.asp?art=17966&app=1
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>>>>> >>>>> >>>>>
[2] BRANDSTRATEGY: Measuring Consumer Price Perception
in Automotive
It's always fun to see a 75-year old brand get displaced by a 2-year old one.
It was announced a couple of weeks ago how eBayMotors.com beat kbb.com (Kelly
Blue Book, the industry standard for used auto prices) by double! "A study
released last week says that 53% of SUV shoppers like to research online before
buying." But why eBayMotors?
BOTTOM LINE: Ebay is the undisputed leader in auctioning. When 30 million people
are haggling over prices, you can be sure that you're going to find the most
accurate representation of the value anything. Kelly reflects prices from the
dealer POV. Imagine that, consumer perception wins again. And yet, execs, many
of whom have never used eBay, don't understand why their consumers' habits are
changing.
READ MORE:
September 22
reports on Automotive sites and Consumer and Electronics
History
of Kelly Blue Book
SURVEY:
MANY SUV BUYERS USE DIRECT MAIL
The
biannual "Customer Focus 2002: Automotive" survey
ICONOCAST 09-Oct-02: A
New Personal Image Consultancy, Transportation
A
Setback for Consumer Confidence
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>>>>> >>>>> >>>>>
[3] CONSUMERFOCUS: Internet vs All Media, States
Galore!
If you had to read all the numbers released last week, you'd go insane. First,
it's discovered consumers use multiple media simultaneously, with "59%
of males and 67% of females watching TV regularly or occasionally go online
at the same time", then another survey says traditional media actually
is hurt by the internet, with "20% of Web users watch[ing] television less".
Another tells us how TiVo has completely altered consumer TV habits, with 80%
of viewers actually shifting their "prime-time" from TV schedules
to their own. Another one says 69% of Americans are not increasing X-mas spending
this year, with 20% actually decreasing, and another tells us how many kids
save money b/c 60% of their parents make saving money a requirement, and the
biggest one last week told us how even dating habits have changed, with "52%
[of Americans] think[ing] that people have a better chance of meeting someone
online than at a single's bar". And it just goes on and on like this
BOTTOM LINE: I love stats, but every so often, things get a little out of hand.
The basic jist of this week's insights are that consumers are changing, especially
how they consumer media. This doesn't mean that you're doomed or going out of
business, it just means you have to adjust how to reach them. Stop pretending
that everything you've always been told by ad agencies is still true. It ain't.
Accept it, hire us, and move on.
READ MORE:
Study
Warns Marketers to Avoid 'Silo Mentality' Advertising
Study:
Net Hurts Offline Communications, Media Use
Study:
Net Hurts Offline Communications, (from Gartner)
Fall
Television Premieres Give Glimpse of Future Viewing Habits of a TiVo Nation
Thursday, October 10,
2002, Today's focus: BIG SPENDERS, SURVEY: IT'S GONNA BE A BLUE XMAS FOR RETAILERS
Where
Kids Put Their Cash
Move
Over Single's Bars, Online Dating Taking Hold
http://www.singlesrights.com/Census%202000/divorce-trends.htm
http://www.singlesrights.com/Census%202000/marital-status-adults-trends.htm
Online
Personals Becoming 'Killer App' of Internet
Small Biz Bank Online,
small business banking online in the US has risen from 18% in 2001 to 25% in
2002
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>>>>> >>>>> >>>>>
[4] MEDIA: Niche Saves Money
Last week, NY1 in NY launched NY1 en Espanol. Our friends over at Urban Latino
Media cleared major markets for its Span-glish Urban Latino TV. ESPN announced
ESPN Deportes, to run 24-hours. ComScore signs major marketers for its Hispanic
tracking service. Did you miss something? Niche is in, and no niche is as popular
as Latinos. Everyone's trying to reach them furiously these days. But why? Obviously,
spending power. But more importantly, all demos have Latino's, especially Gen
Y. And with Gen Y buying 28% of all US light-vehicles, everyone's giving Latinos
a go.
BOTTOM LINE: If you've got eyes and ears, this isn't new to you. Just because
there are multiple sub-segments to the Latino demo doesn't mean you should be
scared of entering the market. And here's the good news: as marketing changed
from 3-channel targeting to lifestyle targeting, you should be saving money
since all your efforts can now be highly targeted. In other words, you can know
which half of your budget is working since you can effectively target only the
consumers you want.
READ MORE:
Study
Finds Generation Y More Ethnically Diverse
English-language
show targets U.S.-born Hispanics
Study Finds
Generation Y More Ethnically Diverse (Taylor Group)
2002
Generation Y Automotive Consumer Study
HISPANIC
PROGRAMMING: What Latinos Watch
Viewers
say they want highly targeted channels
LATIN PULSE
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>>>>> >>>>> >>>>>
[5] MANAGEMENT: Don't Be Scared To Change Your Business
Model
How ironic: music companies pull every dirty trick in the book to shut down
piracy attempts, yet agreed to settle a price fixing charge which claims that
the 5 major labels conspired to not permit CD prices to fall below a certain
price. What's interesting to see is that while labels are trying to stop piracy,
consumers are merrily downloading all the free music they can find, without
a care in the world. Kazaa, "Napster's successor", grew 148% this
year alone.
BOTTOM LINE: It's like consumers were going to stop b/c the RIAA said so...
HA! Change your business model or get out of the business. Period.
READ MORE:
Music
Cos. Settle U.S. Price-Fixing Case
http://www.forbes.com/2002/10/01/1001music.html
IQ DAILY BRIEF: Oct. 10,
2002, PEOPLE TUNE IN TO MUSIC ON THE WEB
top
>>>>> >>>>> >>>>>
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information sometimes referenced via hyperlinks. Any similarities or likeness
to any ideas or commentary from any other sources not referenced is purely coincidental.
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