Marketing

The famous “Got Milk?” campaign started with a deprivation experiment. You can find the history here, but, in essence, participants in a focus group were asked not to consume milk for a week prior to the research. It occurs to me that the Great Lockdown has forced many of us to give up our normal behaviour and brands. The question is: what happens when lockdown ends?  By Nigel Hollis

I’ve been working in multicultural market research for over twenty years. I remember, in 2000, when Hispanics overtook African Americans as the largest minority group in the United States. I remember the Language Wars, when we all argued about what the right language was to reach LatinX people (Hell, we certainly didn’t see the term LatinX coming in 2000!), a population that was becoming increasingly U.S. born. I chimed in during the whole Total Market debate, the “we can reach everybody” phase; it never seemed right to me.  By David R.Morse – New American Dimensions

Marketers, looking for increased productivity and transparency in their media investments, are calling for sweeping changes and improvements in the media ecosystem. This includes transformative changes to the upfront marketplace.

Every day we are thinking about how to drive growth by conditioning demand in the market for our brand(s) over the other brands that we compete with.  By Bill Pink – Head of Global Analytic Leads / Kantar

To become more inclusive and LGBTQ+-friendly, brands need to lead with actions rather than just words. Making statements isn’t enough anymore. Instead, culture needs to change from within a brand, not just within its creative copy.  How can this happen?

Throughout the Covid-19 pandemic, consumers have been highly attentive to companies’ concrete actions, especially regarding health protocols, reliability and pricing. When choosing vendors and products, people care about what companies do, not just what they say. Advertising and social media messaging thus should tightly align with the material steps a company takes in the marketplace.

BOTTOM LINE: While its likely not totally shocking at this point, we think that April increasingly feels like the bottom, and the linearity of the quarter appears to be much better in May, with expectations for continued rebound into June. Our and the Street’s 2Q20 estimates are largely in the range of where the companies indicated they were pacing for the quarter in April/early May, and our expectations are that there is likely upside to revenue numbers of at least 4-7%. We will be waiting to see how June shapes up, as well as color around 2H outlook before refining our estimates, but numbers are likely going higher.

As the coronavirus continues to spread across the U.S., brands are looking for ways to stay connected to consumers and to understand the impact of the virus on their lives in real-time, especially among multicultural groups who have been hit disproportionately.

Personalization remains a tall order. Its possibility does not mean that every company is equipped or mature enough to realize its promise. All the data in the world isn’t terribly useful if marketers can’t put it to work — and putting it to work requires organizational capability at multiple levels of the marketing enterprise.

What brands are doing to attract the talent they need to help them lead in the new economy

Whether we are happy or sad, animated or tired, relaxed or anxious, in a group or alone – alcohol can enhance almost any emotion. But how can marketers best connect with their audience?  By Renita Jude / Global Consultant, Media, Insights Division

The 4A’s and VMLY&R have launched the 4A’s Customer Experience (CX) Council, gathering the most accomplished and influential leaders in customer experience design to help brands and agencies transition into the experience era.

Bilingual and bicultural, most second-generation Hispanics (and those who immigrated early in life) must navigate the nuances of both American and Latino ways of life. Often the only English speaking members of their families, they are the interface of their family’s online purchasing decisions and digital transactions.

In this interview, coincidentally recorded the morning of George Floyd’s murder, Derek Walker of brown and browner Advertising, offers his candid view of  multicultural marketing, race, and racism in America.  

Limited resources aside, smaller brands can learn a lot from their larger competitors when it comes to maximizing their marketing efforts

Many chief marketers are likely to have a disappointing upcoming year as 84 percent surveyed by the CMO Council say their compensation is tied to business performance improvements in 2020. Not surprisingly, take home pay will likely be less due to the severe economic impact of the global pandemic.

Throwing a global pandemic at brands and marketers, who already have had to endure epic media fragmentation in order to reach their best consumer, is like throwing gasoline onto a bonfire.

In the latest BUSINESS edition of Hispanicize Hangout meet PepsiCo’s Esperanza Teasdale.   Learn about her journey through the corporate ranks which currently has Esperanza overseeing Hispanic strategy as a VP and General Manager of PepsiCo Beverages North America.  Led by CEO Ramon Laguarta from Spain, PepsiCo has a long history of diversity and inclusion starting at the top.

There’s no rest for the weary. With the 2020 scope season in the rearview mirror, it’s already time to look ahead to 2021.

Why on earth would a brand of sliced frozen steaks be promoting data science on Twitter? Because the marketers behind the brand know that to be noticed and remembered a brand’s content needs to stand out from the crowd. Steak-umm’s social success highlights many of the basic principles of advertising success in general.  by Nigel Hollis