May 27 2016
Memorial Day is first and foremost a time when we remember and commemorate those lost at war. The soldiers that gave us the freedoms we enjoy today.
Memorial Day weekend kick starts all that is synonymous with summertime. If you’re lucky, this brings with it summer Fridays, long weekends filled with beach time, family time, BBQs and an overall sense of freedom and fun.
While technically it’s the unofficial start of summer, when it comes to marketing, this is the industry’s OFFICIAL start of summer. It’s defined by those 100 days between Memorial Day and Labor Day weekend.
To celebrate the official unofficial start of summer, our talented team of consumer marketing experts shares their predictions for the top five things that will define summer 2016.
Greg Tarmin, EVP and Consumer Practice Director
“Whether you are on the left or right side of the aisle, whether you are asking the question ‘Are these our choices?’ or whether you are Googling ‘How to immigrate to Canada,’ people won’t know what to do with the unprecedented tsunami of news coverage that the conventions and debates will…
May 20 2016
As we know by now, the days of Julia Child and “Mastering the Art of French Cooking” are way over. Today, there are more cooks in the TV kitchen than you can shake a spatula at! It’s probably safe to say that many viewers are often watching these shows for pure entertainment value, with little or no intention to bring the recipes to life in their own kitchen. Trisha Yearwood, Debi Mazar, Valerie Bertinelli, Run D.M.C., Brian Boitano and Tiffani Amber Thiessen are among the many famous actors, rappers and yes, even figure skaters —who’ve become recognizable as “foodie celebs” in their own right. Even Patriots quarterback Tom Brady has joined in on the fun, releasing a $200 cookbook which, according to Espn.com, has already sold out.
I’ve always enjoyed watching cooking shows on TV and seeing all of the new ideas and techniques on the screen that inspire and teach everyday cooks. There are hundreds of hours of weekly food programming on stations like the Cooking Channel and the Food Network, but also on major broadcasts like FOX, NBC and ABC. It’s interesting to see how cooking shows…
May 18 2016
As markets grow increasingly competitive, companies are quick to cut costs or rely on brand reputation to keep customers coming back. But customers make purchase decisions based on value. They only rely on cost or brand in the absence of clearly communicated value. Customer Value Measurement (CVM) will tell you what kind of value you should be communicating to customers and prospects, and how it compares to competitors.
CVM replicates the purchase behavior in your market to measure your overall market value position, as well as head-to-head comparison against your major competitors. CVM reveals insights into how best to gain or protect market share, differentiate in a crowded marketplace and whether or not your company is leaving money on the table.
How CVM works
Customers determine Value based on the Benefits (e.g. what they receive) and Costs (e.g. what they risk or give up). Costs are not limited to price; for example, a cost could be the time needed to drive the extra distance to a restaurant versus choosing a closer one.
CVM identifies the Benefit and Cost attributes of the market, and how much weight they each carry in the purchase decision.…
May 13 2016
If you have done or considered research in the past year, you might have heard or seen the word “insights”. In fact, you might have come across that word a lot. “Insights” is becoming the favorite buzzword among the market research industry, ala the new “big data”. Getting the right insights is critical as research becomes increasingly more strategic and less data-heavy.
Insights can give you the information you need to act on your objectives, but what does “insights” entail? Unfortunately, very few define its meaning; some might promise insights but then stop at reporting significant differences. It is important to understand what degree of insights you need from your research so that you can be clear about your expectations for deliverables.
There are five different degrees to what the industry refers to as “insights”. Each degree can provide an increasingly better and more direct solution to the business problem, but many research solutions stop too soon. Knowing what to look for can help you communicate what degree of insight you need, compared to what kind of insight you might just get.
This is reporting the raw data: averages, frequencies,…
May 12 2016
My childhood memories of Grandma fall into two categories: before stroke, and after stroke.
Before stroke, I remember her soft hugs and constant laughter and how she always smelled of delicious baked goods from her kitchen. After stroke, I remember her wheelchair, the antiseptic smell of the nursing home, and how the stroke permanently robbed her of her ability to hug, speak and laugh.
That was in 1971. This Stroke Awareness Month, I was surprised to learn that while 80 percent of strokes can be prevented with the management of key risk factors like high blood pressure and by living a healthy lifestyle, there is still an enormous gap in treatment options for stroke once it does occur. Ischemic strokes – the most common kind resulting from a blockage in a vessel supplying blood to the brain – must be treated with clot-busting drugs within the first three to four hours to improve the survivor’s chances for recovery. Endovascular procedures to remove the clot are also an option, but they must be performed within six hours of the stroke event, and only after the clot-busting drugs have been administered.
Unfortunately, according to the Alliance for Regenerative Medicine, less than…
May 10 2016
Access to information and low switching costs between products and services means we’ve moved from the digital age to the age of customer obsession, so argues Forrester Research at its 2016 Marketing conference.
Forrester argues that weaving digital into your experience has become table stakes for most any business. In the post-digital, customer-obsessed era, businesses must differentiate by using technology to become more human (i.e. more authentic, empathetic and inclusive), more helpful (i.e. to adopt a “doer” demeanor, building useful experiences and accounting for your brand promise) and more handy (cooperate productively, thrive in dynamic market conditions, and accommodate dynamic user needs).
Here are several takeaways from Forrester Marketing 2016 that will help organizations thrive in the customer-obsessed era.
Empowered buyers demand new levels of experience. That means companies must deeply understand their customers. Go Daddy offered an amazing example of how it’s using technology to better understand and connect with customers.
The online registrar has developed algorithms that automatically generate personas based on demographics, psychographics and other data sets. The company has more than 10,000 personas today, with aspirations of building out more than a million. It’s advertising engine…
May 6 2016
I’m grateful for the opportunity to have recently vacationed in Europe again, returning to spend time in two favorite cities and also checking out a new destination. As a food lover and marketer, of course much of my travel enjoyment was punctuated by dining experiences – and in hindsight, several of those culinary moments were good reminders of trends and lessons happening in the world of marketing communications.
1. The Tapas Bar. In the beautiful old city center of Seville, I made a point to take in as much Moorish architecture, flamenco guitar music and tapas as I could in three days. Tapas are great for sharing, but the small plates format is also great for solo dining at a bar. The prawns were fantastic and the artichoke transcendent, but the surprise star of the show at La Brunilda was the beverage in the glass. Sangria? No way. I heeded advice to avoid the insipid “made for tourists” punch and tried what the locals enjoy, especially during the sunny middle of the afternoon: vermouth. Many of us Americans have probably only heard of vermouth in the context of…
Apr 27 2016
Fair warning: I may never shut up about it. The night was epic.
Whether you like Springsteen’s music or not, you have to appreciate a 66-year-old musician who jams at full throttle for over three hours without taking a break. He gave his all. Fans like me couldn’t help but sing along to well-worn lyrics that somehow felt truer and more powerful than ever.
As I sipped my beer and jammed to “Hungry Heart” and “Thunder Road,” I could not stop thinking of the parallels between Springsteen’s gifted performance and what we are capable of bringing to work each day.
Here are three tips to being your own Boss at the office:
Springsteen released his first album in 1973, long before many PadillaCRT staffers were born. Yet he performed in St. Paul with such genuine enthusiasm that it could’ve been his first show. The entire arena was electric and the enthusiasm contagious.
We have that opportunity at work…