Thursday Night Marketing News from Mediapost

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Spirits

Cheers: Alcoholic Beverage Sales Improving

by Karlene Lukovitz

BIG reports that distilled spirits and wine both saw gains last year, continuing to grab share from the overall beer category. The analysts attribute the trends largely to the improving economy and a return to a "trading up" trend that had dominated the industry prior to the recession. ...Read the whole story >>

Automotive

Kawasaki Kicks Into Fifth Gear For Spring

by Karl Greenberg

Kawasaki is twisting the throttle all the way and kicking it up to fifth gear this spring with its largest experiential programs to date, as well as a spring promotional campaign supported by national ads and a tie-in to the latest release from the band Green Day (Kawasaki's brand color is green.) ...Read the whole story >>

Retail

Walgreens To Shoppers: Take A Walk

by Sarah Mahoney

Consumers sign up and then log in their steps on Walgreens' dedicated website, earning rewards from such brands as Unilever, Coca-Cola, and Johnson & Johnson, as well as gym chain Lifetime Fitness and Famous Footwear. Those who participate in live events get a pedometer and logbook; others can download digital tools on its Web site. ...Read the whole story >>

Financial Services

State Farm Launches Latino Facebook Page

by Tanya Irwin

State Farm has launched a new social networking page for Latinos on Facebook, while Allstate is beefing up its presence in Major League Soccer in hopes of appealing to Hispanic fans. State Farm claims to be the first national insurance company to create a bilingual page for Latinos. ...Read the whole story >>

Packaged Goods

U by Kotex To Let Consumers Design Next Line

by Karl Greenberg

Melissa Sexton, integrated marketing director, adult feminine care brands at K-C, tells Marketing Daily that the evolution toward designs makes sense given the premise of the U by Kotex brand. "I think this really is consistent with U by Kotex and idea that it's a brand that gives women a voice," she says. ...Read the whole story >>

Electronics

Studies: Smartphone Coupon Use Is Dialing Up

by Aaron Baar

When it comes to smartphone users, digital couponing rates are even higher, says John Fetto, senior marketing manager for Experian Simmons. Among U.S. iPhone owners, 34% used digital coupons, compared with 21% of non-iPhone users. As smartphones become even more prevalent, the use of couponing is also likely to grow. ...Read the whole story >>

Retail

Bunny Bonanza: Consumers Up Their Easter Spend

by Sarah Mahoney

Whether it's due to a very late Easter or a jelly bean-hungry consumer, holiday spending is expected to rise to $14.6 billion, according to the latest poll from the National Retail Federation. That works out to about $131.04 for the average consumer, a considerable hop from last year's $118.60, but still not quite at pre-recession spending levels. ...Read the whole story >>

Appropriately, Chevy Volt Wins Edison Gold

Diageo: New Agency Model; Eyeing Cuervo?

Atrix, Xoom Not Connecting

HSBC Sponsors LuckyRice Festival

Denny's Web Series Pulls Over 1 Million Views

Dunkin' Launches National Rewards Program

Ford Reloads 'Swap Your Ride'

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The Directory of Ineffective Advertising

Several years ago, before Facebook, a friend of mine used the term, the directory of ineffective advertising to describe the phone book.

What was true then is truer today.

Bob Killian wrote about this:

Why are the Yellow Pages like Nursing Homes?

They’re shockingly expensive, few people under 70 use them, and many who do are a little out of it.

Moral of the story? When you invest in Yellow Pages ads, you’re setting fire to money.

Are we being a little harsh on this venerable (read: antique) information source? Hell no. This obsolete technology sucks millions of dollars away from more cost-effective marketing tools, while delivering less every year. There are better uses for your budget, especially if you market goods and services to people who don’t remember the Truman Administration.

Way back in the 20th Century…

The answer to Where can I buy a refrigerator? used to be let your fingers do the walking. But the only people who continue to walk those fingers in this millennium are the ones who got into that habit decades ago. Google and Yahoo, to cite two sites, offer vastly more information, from more sources, more quickly. Fresher info, too. Phone book accuracy begins to decay the moment it comes off the printing press.

Click here to continue.

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New Ad Campaigns

Amy at Mediapost sends out this email every Wednesday, and I post it here for you to read.

Contact info for Amy is at the end.

Baseball season begins. Hot topic is Brian Wilson's beard -- still. Let's launch!

Three Olives Vodka launched an animated TV campaign March 28, where each ad plays off the joke, "three guys walk into a bar." Different trios enter a bar with varying approaches to getting a drink. Take the three cowboys, for example. The first two use their marksmanship to shoot down glasses, vodka and sliced lemons for the bartender to pour and serve. The third cowboy outsmarts his pals by shooting them and taking their drinks. Watch it here. Three sportscasters are itching for an after-work adult beverage, but instant replay holds them back, in a scenario, seen here. In the last ad, three sugar daddies walk into a bar... and by the end of the ad, they're still walking, having made little progress. See it here. M&C Saatchi created the campaign.

Emerald launched a set of TV ads promoting its Breakfast on the Go packages of nuts, fruits and granola, marketed as an alternative to breakfast bars. A woman riding the subways offers a robot, chomping on a cardboard-looking breakfast bar, some of her breakfast on the go. Anything not shaped like a breakfast bar does not compute for the robot on her commute. See it here. A robot at work offers a breakfast bar to his co-worker, who's munching on Emerald bites. The robot starts eating his bar and spewing chunks onto his colleague. What a way to start the day. Watch it here. In the final ad, a robotic mom "commences standard breakfast procedure" by eating a Nutri-Grain bar through her conveyor belt mouth, leaving behind a red trail that looks like blood. See it here. "Humanize Your Morning" concludes the ads, created by Deutsch LA, its first work for the brand.

Major League Baseball launched a branding campaign called "MLB Always Epic" that coincided with opening day. It also guarantees that the word epic won't go away anytime soon. More than 30 ads will run throughout the baseball season, and if they're anything like the first three, I'm going to enjoy them greatly. Pitcher Felix Hernandez, aka "King Felix," plays a carnival game where he wins a prize for knocking down milk bottles with baseballs. Too easy. The booth quickly shuts down, once Hernandez wins a mound of stuffed animals. Watch it here. You know those miniature personalized license plates that kids have with their names on them? Sadly, for Ubaldo Jimenez, he can't find his name, so he asks the clerk if he has more plates in the back. See it here. Fans get a look inside San Francisco Giants closer Brian Wilson's infamous black beard in the next ad, seen here. There's maypole dancing and a ninja. I am not making this up. Each lighthearted ad drives viewers to MLB's Always Epic Web site. Pondering what else resides in Brian Wilson's beard? If you check out MLB's site, you'll find that answer: lumberjacks! Hill Holliday created the campaign.

We're not done with Brian Wilson just yet. He goes from playful to fearful in ESPN's latest "This is SportsCenter" spot. The closer shows SportsCenter anchors Jay Harris and Josh Elliott his intimidation face, yet the anchors initially don't "Fear the Beard." Wilson shows the pair another intimidating glance that involves his beard spouting hairy tentacles, causing the anchors to lose their lunch. See the ad here, created by Wieden+Kennedy New York.

Saatchi & Saatchi New York created a great TV ad for Head & Shoulders that combines the beginning of baseball season with a famous football player enjoying his off season. Minnesota Twins' catcher Joe Mauer puts a towel on his head and does his best imitation of Troy Polamalu from the Pittsburgh Steelers -- the soft-spoken football player with beautiful, flowing hair. In the midst of Mauer's imitation, Polamalu appears and quietly asks if Mauer is making fun of him. After initially denying it, Mauer removes the towel and admits his wrongdoing. Watch the ad here.

Actor Donald Faison goes medieval in an ad for Electronic Arts' The Sims Medieval videogame. Faison guides gamers through a world where they can play the role of knight, king, bard or spy, creating their own adventure. There are thousands of customizations for players to choose from. See the ad here, created by Draftfcb San Francisco.

Is this where the Bronx Zoo cobra went? Mentos launched another amusing TV spot starring Dragee, a man seeking positivity and clarity in life. This time around, Dragee plays the role of snake charmer, using his positive force, and Mentos mint, to change the course of nature. As Dragree moves toward the snakes, he is bitten many times as a test from the cobras. "Dragee, may we all live the fresh, positive Mentos way of life," says his follower Rick, as Dragee dies from his snakebites. See the ad here, created by Martin Agency and mixed by Sound Lounge.

Here's a way to play with your food without getting messy. McDonald's launched a series of online promotions supporting its McCafe Shake (now with whipped cream and a cherry), Big Mac and Quarter Pounder with Cheese. Viewers are driven to a site where McDonald's gives you an excuse to celebrate, or go out and buy a McCafe shake. Today, for example, is Tartan Day, but don't let the fact that you're not Scottish prevent you from joining in on the festivities. Then there's the Perfectly Simple, Simply Perfect promos that highlight the ingredients in a Big Mac and Quarter Pounder with Cheese. Users can sift through ingredients and throw cheese, pickles and lettuce around your screen. And your hands stay clean! Tribal DDB created the promotions.

Random iPhone and Android App of the week: I'm not a huge wrestling fan, but I love the WWE series, "Tough Enough." The series returned on USA Network this week and there's an app for both Android and iPhone/iPad users. The app allows fans to check in, similar to Foursquare, and connects users to fellow fans, along with show participants. Fans can check in to unlock "Tough Enough" content, like deleted scenes and pictures, throughout the show and become a part of USA's affinity rewards program. Accruing points online can lead to actual, offline goodies. The app was designed by USA and developed in conjunction with Digitaria.

Amy Corr is managing editor, online newsletters for MediaPost. She can be reached at amyc@mediapost.com.

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Ever Fire a Customer?

There are times when you need to move on.

Advice from MarketingProfs.com:

How to Fire a Bad Customer

When you're trying to hold on to every last customer, you might not realize that some of them are doing your company more harm than good. "One thing most business owners don't consider," writes Rohit Bhargava at the Influential Marketing Blog, "is whether their best business decision may actually involve FIRING some of their worst customers."

Definitions for "bad customer" will differ, but they might refer to...

• Those who require an extraordinary amount of attention
• Those whose demanding or abusive treatment of your staff causes high rates of turnover

Bhargava has this advice for how to handle your bad customers:

• Identify the real problem. Because relationships sour over time, the source of a conflict might not be readily apparent. Don't proceed until you have a good sense of what's really going wrong.
• Take responsibility for your mistakes. "Showing good faith to fix what you can fix from your end will be important not only to try and salvage the relationship," he says, "but also to demonstrate to your customer that you are really trying to make the relationship work better."
• Present the issue to your customer. They might be receptive to your feedback, and they might implement positive changes that move them back to the "good customer" column. Or they might push back. If that happens...
• Establish a three-strikes-and-you're-out policy. "This is not always something that you can communicate to your customer," he notes, "but internally your employees need to know that there is a process that you will be using to put the customer on final notice before you make a decision."
• Terminate and refer. Handle the "firing" with a positive attitude, and demonstrate your goodwill by helping the customer to find another vendor.

The Po!nt: Losing any customer will cause a likely drop in revenue—but you'll free up resources to find and build more profitable partnerships.

Source: Influential Marketing Blog.

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Wednesday Night Marketing News from Mediapost

Click & read to your hearts content!

Research

Mars Dominates Q1's Most Effective TV Ads

by Karlene Lukovitz

Mars Inc. had four out of the 10 most effective television ads running in the first quarter, according to Ace Metrix. The humorous commercial shows sharks in a focus group expressing a preference for the taste of a human being who had just eaten a Squared (peanut butter and Snickers) over a human who had eaten a regular peanut butter cup. ...Read the whole story >>

Automotive

Q&A: BMW Venture Firm Has An 'I' On Startups

by Karl Greenberg

Joerg Reimann, BMW i Ventures managing director and VP of strategy and target management at BMW Group, was in town last week for the awards show, along with Dr. Bernhard Blaettel, BMW director of project mobility services, and Alexander Diehl, who is consulting on the project. The trio spoke with Marketing Daily about BMW i Ventures goals. ...Read the whole story >>

Retail

Luxury Watches Make A Splash In Switzerland

by Sarah Mahoney

But there's also clear evidence of an industry struggling to keep pace with a changing luxury market. "Luxury watches and jewelry are an extremely vulnerable category," says Pamela N. Danziger, author of the forthcoming Putting the Luxe Back in Luxury . "And it's not just because of the recession. They face significant demographic threats." ...Read the whole story >>

Financial Services

Invesco Advises Against 'Accidental' Investing

by Tanya Irwin

A new multifaceted campaign focuses on the post-recession investor who is seeking a better way to manage their investment portfolio in the wake of the financial crisis. It includes TV, print and online elements that dramatize the perils of "accidental investing." ...Read the whole story >>

Telecom

AT&T Enlists Jimenez In Hispanic Campaign

by Aaron Baar

AT&T is looking to connect with U.S. Hispanics, the culture and their passions through the power of music, with a new Spanish advertising campaign featuring Grammy Award-winning singer Natalia Jimenez. ...Read the whole story >>

Sports

NBA Campaign Lets The Ball Do The Talking

by Karl Greenberg

The National Basketball Association is letting the ball talk in a major ad campaign to promote the playoffs and finals. The new campaign, via Goodby Silverstein & Partners, has two phases, one in which basketballs reminisce about great moments in which players dribbled, passed and shot them into hoops and a second wherein they interview legendary players. ...Read the whole story >>

New Balance Signs Multiyear Deal with Boston RedSox

TrueCar Set To Launch Marketing Push Via Alliance

Kimberly-Clark Launches 'Ban The Bland' Campaign

Carlsberg Plans Major Brand Revamp

Verizon, AT&T iPhone Users Similarly Satisfied

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Not So Fast.....

I'm a big pro-social media person.

This website along with 3 others I update around 50 times a week are blog websites which is one of the early forms of social media.

But I also know the danger of jumping out of something and into something else without understanding what you are doing.

There has been a big social media marketing push the past few years and some businesses thought it would replace traditional advertising and marketing.

Not So Fast....

Social Media Can't Save You!

There's an epidemic taking place. Brands big and small are rushing into social media. In many cases, several months down the road they find themselves disappointed with the results and disenchanted with social media in general.

Case in point: I was recently speaking at a conference to a full auditorium of marketers. I asked how many of them were doing some degree of social media marketing. Most of the hands in the audience went up. The next question was, "How many of you are disappointed with the response you're getting." Again, most of the hands in the room were raised. And this is usually the case. I can't tell you how many other businesses I speak to that have a basic Facebook fan page and a Twitter feed and not a lot of love or money to show for it.

The Medium Isn't the Problem

It's my experience however, that these problems rarely have much to do with the value or effectiveness of social media. In most cases, the problem is that brands simply aren't in shape for social media in the first place. They lack definition, position and purpose. Their story is lackluster and their consumer value nebulous. In some cases, internal communication is so poor that it makes outward communication almost impossible.

Here's the thing. Social media is not a modifier, it's an amplifier. It doesn't change your brand's voice; it just turns the volume up to eleven. If your brand has nothing to say -- no story to tell, social media will only amplify the uncomfortable silence. If your culture lacks fluid and open communication, your discomfort and awkwardness in engaging followers will come through loud and clear. If your brand value proposition isn't obvious, your social media messages will be confused and only muddy the waters further.

The result will be that every tweet, post and update aimed at building community around your brand will simply confuse, disenfranchise and disappoint more potential followers. You will un-market yourself into oblivion.

The Social Media Breathalyzer

Breathalyzers can be installed in the ignition systems of cars to prevent drunk driving. It's too bad we don't have the same kind of apparatus available before starting social media programs. In lieu of something more sophisticated, here's a very simple brand sobriety test. If you fail, don't turn the key on social media!

• If you didn't work for your brand, would you care that it existed?
• Do you have a product or service story to tell that people should even give a damn about? Something that excites, inspires, or entertains?
• Can you articulate your unique value in one or two short sentences without using jargon?
• Will what you share with people be so valuable, interesting or remarkable that they will not only notice it, but also enthusiastically share it with others?

If you don't have solid answers to these 4 basic questions, then social media won't save you. In fact, it might hurt you. Fix the brand first.

Gary Vaynerchuk, author of The Thank You Economy, recently said, "There's more original content created today in 48 hours than there was from the beginning of time until 2003." In other words, before you tap customers on the shoulder, you better have something valuable to say.

(Source: Doug Stephens, Retail Prophet Consulting, 03/22/11)

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Combine the Best of Both in Retail

This is one of my favorite ways to buy online and not have to wait for delivery.

From MarketingProfs.com:

Why Customers Might Want to Pick Up Online Orders at Your Store

Barnes & Noble pioneered the concept of online orders shipped to brick-and-mortar stores for customer pickup. In Marketing by the Numbers, Leland Harden and Bob Heyman present a case study on another successful "ship-to-store" program: Ace Hardware's.

"When a customer selects ship-to-store service," they explain, "orders are fulfilled out of the warehouse for shipping to the local Ace—at no charge."

According to Ace eCommerce Marketing Supervisor, Mark Lowe, ship-to-store is a wildly popular option: online shoppers choose in-store pickups 73 percent of the time. It's not hard to see why:

• The absence of shipping charges means substantial savings on larger items like grills and table saws, and thus lowers barrier of entry to high-priced purchases.
• With once- or twice-weekly shipments from the warehouse, delivery times can rival those of UPS shipments sent straight to a customer's house.

Stores, meanwhile, appreciate that 33 percent of customers who pick up an online purchase also buy other items during their visits.

But before you spring a similar program on your brick-and-mortar locations, make sure they're ready: "Retailers have a lot going on in their stores every day, and this is just an additional responsibility that you're asking them to handle," says Lowe. "So [make] it as easy as possible for them to receive those orders, give it to the customer during pickup, and then, if necessary, take that return. I think it's really important that if you allow ship to store, you also allow them to return the product to the store."

The Po!nt: Customers like ship-to-store options—and a substantial number might just buy something else while they're taking delivery.

Source: Marketing by the Numbers.

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Getting Better

from my email:

Daily Sales Tip: Strive for Continuous Improvement

Great salespeople are constantly on the lookout for new ways to sharpen their skills.

Sometimes that means recording (and listening back) to a cold call to ensure it was on point.

Other times it means asking a trusted colleague to join them on a sales call, so they can gain an objective, third-party perspective.

The key: Always keep an eye out for ways to provide a better buying experience for customers, and, in so doing, raise the bar on your own performance.

The more skills salespeople can add to their "sales toolkit," the greater potential they have to consistently reach new heights.

Source: Based in part on From a Good Sales Call to a Great Sales Call, by Richard M. Schroder

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Tuesday Night Marketing News from Mediapost

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Food and Beverages

Organic CEOs Engage In Video Duel

by Tanya Irwin

The dueling videos came about because Stonyfield Farm CEO Gary Hirshberg and Coca-Cola's Honest Tea CEO Seth Goldman are longtime friends, Goldman tells Marketing Daily. "When I saw Gary's rap, I knew that we could put together a very different kind of rap that could also help generate awareness about the importance of organics," he says. ...Read the whole story >>

Automotive

Q&A: Volkswagen Lines Up Big Campaigns

by Karl Greenberg

The automaker is revealing "The 21st Century Beetle" with a world debut on three continents, starting in Shanghai, China, tied to an MTV Sound System event hosted by MTV VJ's. That will be followed by MTV World Stage events in Berlin and New York City. The New York City event features the Black Eyed Peas, a performance that will be streamed live on WorldStage.MTV.com with highlights later broadcast on MTV networks worldwide. ...Read the whole story >>

Restaurants

FDA Releases Calorie Posting Specifics

by Karlene Lukovitz

Calories must be posted in clear, conspicuous font sizes and colors, next to the individual items, in all drive-throughs, as well as in all menus and menu boards. Menus/boards will also need to inform consumers that 2,000 calories per day is the recommended nutritional guideline. ...Read the whole story >>

Entertainment

EA Sports Puts App Users On Ground At Augusta

by Aaron Baar

As part of the promotion of its "Tiger Woods PGA Tour 12: The Masters" video game, EA Sports is giving away free digital access to all 18 holes of the course, which hosts the celebrated golf tournament, via a Facebook app. The "Course View" app uses Google Street View functionality to allow a complete, shot-by-shot, hole-by-hole walk of the course, which, for the first time ever, is also playable in the game. ...Read the whole story >>

Entertainment

Q&A: Video Game Winner Promos Season, Contest

by Aaron Baar

One year ago, Wade McGilberry was just another gamer living in Semmes, Ala. But last April, a few hours of video game baseball changed his life. After throwing the first verified perfect game in the 2K Sports' "MLB2K10" title, McGilberry won $1 million, as part of the brand's Million Dollar Challenge promotion. Now, he's become a spokesman for the game. ...Read the whole story >>

Retail

Taxes? 'I'd Rather Cut My Own Hair,' OfficeMax Finds

by Sarah Mahoney

While it's hard to find people who like doing their taxes, a new poll from OfficeMax adds new perspective to just how loathsome a task it can be: Four out of 10 adults surveyed in its latest "Tax it to me" survey say they think taking a pair of scissors to their own hair is less dangerous than filing their own taxes. ...Read the whole story >>

Research

ANA Survey: Budget Pressures Lessening Somewhat

by Karlene Lukovitz

This latest survey of 108 client-side marketers by the Association of National Advertisers also showed that 63% indicated that their budgets had either increased or remained the same -- a definite improvement over 54% in January 2010 and 29% in January 2009 who reported same/increased budgets. ...Read the whole story >>

Dodge Backs 'Fast And Furious' Film Touting Charger

Toys"R"Us Taps Former Mattel Chief

Subway Sponsors Heart Care Initiative

Laughing Cow Purchases Support Health Causes

Philly Launches 2nd 'Real Women' Season

Commodore Teases New 64

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Japan's Crisis & the Effect on Auto Sales

I work with several automotive dealerships.

Here's some predictions of the fall out from the disaster in Japan:

Cars That Could Rally While Japan Recovers

When General Motors and Chrysler declared bankruptcy in 2009, it was obviously bad news for them -- but a boost for competitors, who picked up market share as car buyers fled the two damaged brands.

The American carmarkers now have a chance to gain back a bit of that turf. The devastating earthquake in Japan was obviously an act of nature -- not a man-made debacle, like the mismanagement of the two American automakers was -- but it has left Japanese automakers reeling all the same. A few assembly plants were damaged, while others are operating fitfully on account of power rationing. Perhaps most pernicious is the damage done to several parts manufacturers in the quake zone that supply paint, electronics, and other key components for many Japanese cars -- and some American ones as well.

For most models, there's typically at least two months' inventory in the pipeline, which is why there have been no shortages so far. But as Toyota, Honda, Nissan, and other Japanese automakers gauge the damage, they've begun to ration parts, slow production, and take other measures to adjust. For the most popular cars or those already low on supply, that could lead to shortages of some models in coming weeks, or price increases as dealers and customers anticipate shortages.

Many Lexus, Acura, and Infiniti models could be affected, since a lot of those were in relatively short supply to start with. At Toyota, slowdowns could affect supplies of the Prius hybrid, Corolla compact, RAV4 crossover, and possibly the larger Highlander crossover. Honda could run short of the Insight and CR-Z hybrids, the Fit subcompact, and possibly the CR-V crossover. Disruptions at Nissan could affect the Rogue crossover and 370Z sports car. Many models produced by Mazda, Subaru, Suzuki, and Mitsubishi will also be affected, and shortages could affect more models the longer they drag on.

Competitors won't gloat, and they may not even try to take advantage of Japan's woes. But they won't turn down buyers who can't find a competing Japanese model, either. To determine which models could benefit if the Japanese problems persist, car-shopping site Edumunds.com was asked to identify competing vehicles buyers tend to "cross-shop" when they're primarily interested in one of the quake-curtailed Japanese models. Here are 20 models that stand to benefit from Japanese supply problems:

Audi A5. This stylish German coupe competes with Japanese mid-luxury makes like the Lexus E Class and the Infiniti G. It's not the fastest two-seater, but with gas prices on everybody's mind, decent mileage gives it a bump.

BMW 3 series. Some arrivistes shun the predictable panache of a BMW, yet the 3 series remains a standard-setter -- and an easy backup choice for anybody unable to find the Lexus, Acura, or Infiniti they want.

Buick LaCrosse. GM's near-luxury division has made a nifty comeback, and many reviewers rate the LaCrosse sedan above competing imports that cost more. It's another model that could draw buyers from Lexus, Acura, and Infiniti.

Chevrolet Cruze. Chevy has finally built a compact that appeals on quality, not price, which gives the Cruze a chance to snatch sales from the Toyota Corolla, Honda Civic, and even the sporty Mazda3.

Chevrolet Camaro. It's a muscle car, not a luxemobile, but Edmunds' data shows that the Camaro is one of the top three alternatives considered by buyers checking out the Infiniti G class coupe. GM would welcome the chance to convert a few import buyers.

Chevrolet Equinox. GM's solid crossover is the top-ranked model on U.S. News's list of affordable compact SUVs. Skeptics who remain devoted to the Toyota RAV4, Honda CR-Vm or Subaru Forester may now have a reason to check it out. (The GMC Terrain is nearly identical.)

Chevrolet Traverse. This popular, seven-passenger crossover (similar to the GMC Acadia and Buick Enclave) debuted in 2008 and is starting to seem a bit dated. But a shortage of competing models like the Toyota Highlander or Mazda CX-9 could give it a second wind.

Ford Edge. This crossover is one of Ford's older models, although Ford has freshened it with new electronics, including its Sync hands-free system. That could pay off if fans of the Highlander or Nissan Murano can't find what they want, and head for a Ford dealership.

Ford Explorer. Ford moved away from trucky underpinnings when it redesigned the new Explorer, producing a smooth-riding winner that's the top vehicle in its class in the U.S.News rankings. Toyota in particular could lose some customers if the Highlander becomes scarce.

Ford Fiesta. This subcompact has been another hit for Ford, garnering another No. 1 ranking in the U.S.News rankings. Among Edmunds' shoppers, it's the top alternative to the Honda Fit, and a tough competitor to the Nissan Juke and Toyota Corolla.

Ford Focus. This newly redesigned compact is meant to one-up the reliable but bland Corolla and Civic with crisp European handling, MPG in the mid-30s, and trendy electronic options. If the competition runs short, the Focus might do just that.

Ford Fusion hybrid. It's more luxurious and expensive than the Prius hybrid, but it's also one of the top alternatives considered by Prius shopper on Edmunds. If Japanese hybrids dry up, the Fusion is one of the few choices left. The Fusion hybrid may also depend on some scarce Japanese parts, however, so buyers should keep an eye on availability.

Hyundai Genesis. This upscale Korean-made coupe and sedan have already been making nice gains against the Japanese luxury brands, offering more luxury for less cash. With Hyundai hot, that trend could intensify.

Hyundai Elantra. This newly redesigned compact aims to nibble away market share from the Corolla and Civic. Hyundai might get a bigger mouthful than it expected.

Hyundai Sonata. The Korean automaker hit a home run with this nimble, affordable sedan that gets the best mileage in its class. It's aimed squarely at the Toyota Camry, Honda Accord, and Nissan Altima, which are all built in the United States but depend upon parts shipped from Japan that could run scarce. (The Sonata is also similar to the Kia Optima.)

Jeep Compass. It's not as rugged as you'd expect for a Jeep, but the Compass shows up as one alternative considered by shoppers interested in the Juke and Rogue. Improving performance by parent company Chrysler may make buyers more confident in the company's offerings.

Kia Sorento. This Korean model earns good reviews and has an optional third-row seat, which is rare for mid-sized crossovers. That makes it a strong competitor to the Highlander and RAV4, along with the smaller Rogue.

Kia Sportage. This smallish crossover competes with the Juke, Rogue, RAV4, Subaru Forester, and other Japanese models, often undercutting them on price.

Mini Cooper. It hasn't been significantly updated in years, but the modish Mini Cooper still offers a jazzy ride and great mileage, making it an able alternative to the newer Juke, Rogue, and Fit.

Volkswagen Jetta. Critics have dissed its dull styling, but the Jetta remains a good value with mileage and features comparable to the Insight, Corolla, and Subaru Impreza. But any sales gains will be a gift the Japanese come to reclaim once the earthquake damage is repaired.

(Source: U.S. News & World Report, 04/01/11)

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Influence in Advertising

An interesting study.

What it doesn't take into consideration is the creative behind the ads.

From Mediapost:

TV Advertising Most Influential

According to Deloitte's fifth edition "State of the Media Democracy" survey, 71% of Americans still rate watching TV on any device among their favorite media activities. In addition, 86% of Americans stated that TV advertising still has the most impact on their buying decisions.

The survey indicates that the Internet, mobile and social media channels are enhancing the overall television viewer experience, driving people to watch first-run programs and live events during their initial broadcast. And, nearly three-quarters of American consumers are multitasking while watching TV. 42% are online, 29% are talking on cellphones or mobile devices, and 26% are sending instant messages or text messages. 61% of U.S. consumers now maintain a social networking site, where constant streams of updates and discussion forums have made delaying awareness of live TV outcomes a near impossibility.

Phil Asmundson, Vice Chairman Deloitte LLP, points out that "... by embracing the Internet as a platform that encourages audiences to participate in discussions about their favorite programs, television is maintaining its hold on the American public... "

According to this year's survey, 33% of American households now own a smartphone, up from 11% only three years ago, and 40% of U.S. consumers that do not own a smartphone are likely to purchase one in the near future. This marked rise in smartphone penetration in the U.S. market is rapidly changing consumer behavior with 56% of smartphone and laptop owners stating that they used their smartphones as a replacement for their laptop while away from home, jumping significantly from 41% in only three months.

Mobile Internet use is quickly decoupling the Internet experience from the desktop for almost half of the population. This will facilitate new consumer behaviors, likely including increased mobile search, purchasing and social networking:

• 48% of U.S. Consumers have a voice and data plan for their mobile/smartphones; 26% state this plan is their most valued media & entertainment service
• 47% of U.S. consumers state their "smartphone" is one of their three most valuable media & entertainment products; ranking it as #4 among owners
• Consistently over the last three years, roughly a third of U.S. consumers use their mobile phone as an entertainment device

According to the survey, since 2007 a consistent 70% of Americans state that they enjoy reading printed magazines even though they know that they could find most of the same information online, and 55% have continued to subscribe to printed magazines. Since 2007, a consistent 80% of Americans who have read their favorite magazine state that reading the printed copy is their favorite method.

James McDonnell, principal, Deloitte Consulting LLP, says "... enthusiasm for printed magazines is consistent across all age groups, a unique result in consumer attitudes across all the media categories, we surveyed...

Advertising With Most Impact On Buying Decision (% of Respondents)
	All	Trailing Millennials	Leading Millennials	Xers	Boomers	Matures
TV	83%	80	82	86	82	80
Magazines	50	44	45	45	53	67
Online	47	55	69	46	41	32
Newspapers	44	20	17	37	59	79
Radio	32	26	22	37	34	27
Billboards/outdoor advertising	13	11	12	14	13	8
In-theater advertising	11	27	19	10	6	3
Source: Deloitte Research, March 2011 (Trailing Millennials: Age 14-20, Leading Millennials: 21-26, Generation X: 27-43, Baby Boomers: 44-62, Matures: 63-75)

Advertising attitudes: Percent of Consumers Strongly/Somewhat Agreeing
	All	Millennials	Xers	Boomers	Matures	Males	Females
I tend to pay greater attention to print advertising in magazines than any type of advertising on the Internet	60%	64	58	58	59	56	63
I tend to pay greater attention to print advertising in newspapers than any type of advertising on the Internet	54	49	53	55	67	54	54
I would pay an annual subscription fee for my favorite TV shows to watch them without advertisements	28	37	29	23	21	30	26
I would rather pay for online content (news, information, sports, games, social interaction sites, movies, music, and television) in exchange for not being exposed to advertisements	26	32	26	22	24	29	24
I would be willing to provide more personal information online if that meant I could receive advertising more targeted to my needs and interests	24	32	28	17	18	27	22
I am comfortable with having my web browsing activity tracked so that I could receive advertising more targeted to my needs and interests	21	24	24	16	16	24	18
Source: Deloitte Research, March 2011

Access to mobile devices and broadband have made the average consumer more connected to the Internet than ever and new online storage models have become real options for the mass market. According to the survey, most Americans own a device that allows them to easily connect to the Web - 85% of consumers own a desktop computer, 68% own a laptop/netbook computer and 41% access the Internet on their mobile phone.

Additional Key Findings:

TV continues to reign as the most influential advertising platform, and online ads are considered influential by less than half of Americans. Yet, with the rise of social media, says the report, we are beginning to see online engagement with consumers happening in a much different, more social way:

• The ability of ads on web sites to move traffic to other sites has dropped from 72% to 59% over the past three surveys
• 57% of U.S. consumers currently maintain a social networking site
• 26% of U.S. consumers are socializing online everyday/almost everyday (via social networking sites, chat rooms or message boards)
• 55% of U.S. consumers believe strongly/somewhat that online consumer reviews and ratings influence their buying decisions more than any type of online advertising
• 51% of U.S. consumers have purchased a product based on an online recommendation
• 65% of U.S. consumers frequently/occasionally visit web sites as a result of someone's online recommendation
• 24% of U.S. consumers would find it extremely/very desirable to have an online service that recommends a product based on other consumers' preferences
• 65% of U.S. consumers frequently/occasionally visit web sites as a result of someone's online recommendation
• 55% of Americans believe strongly/somewhat that online consumer reviews and ratings influence their buying decisions more than any type of online advertising

For considerably more detailed information, including charts and graphs, please visit Deloitte here.

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Networking Secrets

from Harvey:

Practice reciprocity without keeping score

By Harvey Mackay

When we were growing up, most of us learned to live by the Golden Rule: Do unto others as you would have them do unto you. Not "as they do unto you," but "as you would have them do unto you."

As working professionals, there is another manifestation of this rule, the Golden Rule for Networking. It should permeate all your networking efforts. But it goes against every naturally acquisitive, ambitious and self-serving impulse in each of us.

My Golden Rule of Networking is this: Reciprocity without keeping score. Simply stated, it means what can I do for you without expecting anything in return?

Webster's Dictionary says reciprocity is mutual action and mutual exchange. Mutually beneficial to both is the kind of reciprocity that most people are familiar with.

My definition of reciprocity is quite different. You must give without keeping score. No quid pro quo. It's the one fundamental concept that is the most misunderstood in business today. Few people truly understand this. You are either all in or all out.

To be as candid as I can be, there have been plenty of people over the years who said they were going to help me in some way, but they didn't. Maybe they couldn't. Maybe they just forgot. Maybe they never intended to. It doesn't matter. You cannot keep score, or you will lose for sure.

Let me tell you how it works: If we're smart, we surround ourselves with talented people -- the most talented we can find. They are our most powerful asset. That's why I think of this select group as our own personal brain bank. They include our family, friends, mentors, fellow workers and our industry contacts. You never know when you'll need to draw on the "accounts" you create with those oh-so-valuable resources.

With every contact within your brain bank -- every call and every visit -- preferably near the conclusion, sincerely ask the other person what you can do to be helpful to them. Ninety-five percent of the time, people will thank you for asking and tell you that there's really nothing they need. If, however, they do ask you for a favor, then your eyes should light up like the New Year's Ball in Times Square.

As you learn what is being asked for, note every detail with warmth and urgency. Fulfill the request to the best of your ability. As you do it, and after it's done, expect nothing, absolutely nothing, in return. Don't shop for gratitude in your phone calls or e-mails. Do the favor because you like and respect the other person and honestly want to help.

If you manage your career and live your life in this way, two magical things will happen:

1. Over time, people will find ways to do remarkable and unexpected things for you that make your life easier.
2. When you're hit by a storm in full fury, you are likely to find the most astonishing human network of support you could ever imagine.

There are countless ways business people can be helpful to each other:

• Help a colleague prepare for a major presentation. Act as their sounding board. Help your friend by pointing out what needs to be clearer . . . what needs more emphasis . . . and what seems to drag.
• Be a source for heads-up information. Do it for other business leaders in your community or your industry -- perhaps not direct competitors, but almost everyone else.
• Never abuse confidences and or share inside information. You only have to do this once, and you'll be marked as a security risk for life. Worst of all: You'll never learn what others know about you and why they won't trust you.
• Don't export problems. Sometimes companies try to downsize high-maintenance losers and stick them on another company's payroll. Believe me, if you do that, you will be remembered and for the wrong reasons. When you terminate people who aren't performing, do them the favor of leveling with them and constructively help them readjust their career focus.

Over the years, my networking focus has shifted from the quantity of contacts I maintain to the quality of contacts. The quality of your life is determined by the quality of your relationships. The quality of your business is determined by the quality of your relationships.

Mackay's Moral: If you want to win at networking, don't keep score.

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Monday Night Marketing News from Mediapost

Click & Read:

Food and Beverages

New-Product Hits Tap In-Home, Health Trends

by Karlene Lukovitz

2010's most successful new food/beverage product launches served consumers' heightened emphases on in-home consumption and health and wellness, while also delivering on taste and convenience, according to Symphony IRI's "New Products Pacesetters" 2011 report. ...Read the whole story >>

Automotive

Polk: Ford Keeps Loyalty Numbers Strong

by Karl Greenberg

Market research firm Polk, which bases monthly loyalty numbers on households returning to market to purchase or lease a new vehicle of the same model or make as the one they are replacing, said Ford boosted loyalty rates by 4.5 percentage points and led all brands with an owner loyalty rate of 60.3% for the full year. ...Read the whole story >>

Research

Study: Cause Marketing Lowers Donations

by Tanya Irwin

Charitable firms should demand transparency from the marketers they plan to engage with, a researcher at the University of Michigan's Ross School of Business tells Marketing Daily. Such products should be required to clearly identify to consumers how much exactly will be donated to the cause from each item sold. ...Read the whole story >>

Electronics

Medical Equipment Maker Focuses On Human Spirit

by Karl Greenberg

The campaign spotlights people who have overcome their physical limitations to do great things and includes a Web-based video series, "Real Life," the first of which features Paralympics Gold Medalist Paul Schulte. There will also be a viral and social-media campaign and consumer content platform where people can upload their own stories. ...Read the whole story >>

Retail

Brands That Dangle Fame Win Women Over

by Sarah Mahoney

When it comes to brands that build buzz with women, NBCU's Brand Power Index unveiled a distinct trend in its most recent data: Campaigns that put consumers in the spotlight -- including Gatorade and L'Oreal -- saw big increases in chatter. Melissa Lavigne-Delville, VP/trends and strategic insights for women at NBCU, tells Marketing Daily what it might mean. ...Read the whole story >>

Chubb Offers Free Collector Car Insurance App

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Are You Friendly with your Customers?

It takes more than a "Like" on your business Facebook page to earn a loyal customer.

It takes building relationships.

Last week on the Not-So-Secret Writings of ScLoHo, (click here), I asked 4 questions you should take the time to ask yourself:


If your best customer was also your best friend, what would you be doing differently in your interactions with them?

If your best friend was also your best customer, what would you be doing differently in your interaction with them?

If you treated all of your new customers the way you treat your best customers, what would you need to do differently?

If you treated all of your current customers the way you treat new customers, what would you do differently?

Take a moment and answer those 4 questions.

Write those answers and ideas down.

Only you know the real answers.

Now I have one more question.

If you implemented the changes and ideas you just wrote down, would your business be more successful and your future more secure?

The Not-So-Secret Writings of ScLoHo is updated every Tuesday morning at 7am and you can also subscribe free to email or RSS feeds. Click here to go there.

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