Comments for Wonderful World of Marketing

Comment on Penney Pushes Change. What Can You Take Away? by Joel Johnson

Joel Johnson — Fri, 27 Jan 2012 14:21:30 +0000

My wife and I saw our first JCP commericial last night. We both laughed out loud. There’s power in hiring the right ad agency, just ask Old Spice. I hope they follow through, I loathe walking into, through or around department stores.

Comment on Penney Pushes Change. What Can You Take Away? by Rhonda Hurwitz

Rhonda Hurwitz — Fri, 27 Jan 2012 02:15:28 +0000

Fabulous post, Harvey. LIke you, I’ve never been in the weeds of retail … but my gut is that this is brilliant.

Comment on Social Media Idea Powers Brazilian Condom Marketer by MarketingLeader1

MarketingLeader1 — Thu, 15 Dec 2011 15:06:59 +0000

Thanks Rhonda. Good observation and interesting questions. I don’t know what went on between the company and the agency as they progressed this from concept idea to approval to execution. The marketing team and/or company should have procedures in place to vet certain ideas (refer to my blog post: General Mills Pushes Magic Brownies. Plus 5 Tips for Evaluating Bold Marketing Ideas). The privacy issue is an interesting discussion point. It’s somewhat similar to personalized direct mail that leverages specific individual identification to hopefully reach and engage the target. That’s acceptable or at least allowed. The difference, though, is that only the recipient sees that individualized marketing. In the case of Olla, it’s not clear if those dummy profiles were open to public access or just available to the recipient. The other important aspect to keep in mind is culture. We look at Olla’s effort from a US-centric lens, which may be very different than a Brazilian assessment. I’m aware of certain insights (not appropriate to share here) that reinforce the direct, hard-hitting aspect of this marketing program.

Comment on Social Media Idea Powers Brazilian Condom Marketer by rhondahurwitz

rhondahurwitz — Thu, 15 Dec 2011 03:36:16 +0000

This was really a breakout idea — right at the intersection of consumer insight and state of the art marketing technology. I wonder, even if it hadn’t violated Fb TOS, if the violation of privacy would have created any negative feelings? do you think they discussed this before rolling it out? Brand buzz and awareness probably trums any individual issues Good post, Harvey!

Comment on Sexy Target Marketing Promotes Male Cancer Awareness by rhondahurwitz

rhondahurwitz — Wed, 23 Nov 2011 07:04:47 +0000

Fantastic post, Harvey. Great example of having the insight and understanding of the target drive great execution. Thanks for sharing this one!

Comment on Don’t Be a Lazy Marketer. Use Marketing Briefs. by MarketingLeader1

MarketingLeader1 — Mon, 14 Nov 2011 18:22:51 +0000

Rhonda, thanks for your comment. Budgets are important and having a financial discussion with outside resources is an important part of the process. However, depending on the assignment and the outside resource you’re working with, there may be times when it’s interesting and/or helpful to the marketing team to see how the proposed work is priced without stating a budget number upfront. For example, one scenario is when the marketing team is not sure what the assignment will cost and wants to get a handle on the fair market value first. And, not to be overly skeptical, but sometimes the work can be priced to the level of the budget regardless of the value of the work. My intent was only to convey that marketers should have some flexibility regarding sharing a budget number in the brief, and that it should be considered on a case-by-case basis with common sense. I’ve done it both ways successfully.

Comment on Don’t Be a Lazy Marketer. Use Marketing Briefs. by Rhonda Hurwitz

Rhonda Hurwitz — Mon, 14 Nov 2011 04:57:48 +0000

Harvey,

A good brief makes a huge difference — but why withhold budget? Wondering about your reasons for that — wouldn’t it help the supplier to know that on the front end?

Rhonda

Comment on Chief Marketing Officer (CMO) Council Publishes H. Chimoff Article by don hoffman

don hoffman — Mon, 31 Oct 2011 21:58:01 +0000

Mr, Chimoff offers sound business wisdom. Control the destiny of your organization.

Comment on General Mills Pushes Magic Brownies. Plus 5 Tips for Evaluating Bold Marketing Ideas. by Rhonda Hurwitz

Rhonda Hurwitz — Wed, 12 Oct 2011 14:12:51 +0000

I’m a little behind on my blog reading and just saw this — surprising to me that it got thru the corporate vetting process. Not sure I love what it does for the brand, but bold nonetheless.

Comment on Chief Marketing Officer (CMO) Council Publishes H. Chimoff Article by rhondahurwitz1

rhondahurwitz1 — Wed, 07 Sep 2011 12:59:18 +0000

Congrats on the digital ink, Harvey! Your theme is spot on … most companies wait until they HAVE to change, and by then it is much more costly. Staying ahead of the curve always a better plan!