"It's hard to be a little girl if you're not."
"Stocky, chubby, chunky are still fat."
"Being fat
takes the fun out of being a kid."
Not what you would
typically expect from a hospital ad campaign. But then, childhood
obesity is not your typical medical crisis. Just about everyone
knows how to be healthy: Eat nutritious foods and be active enough
to strengthen your body. The problem is that parents, caregivers,
kids, leaders—and society as a whole—seem to have forgotten how to
do these simple steps. Children's Healthcare of Atlanta wanted to
understand why.
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A
Fast Boat to China: Brands Get on Board with Smart Strategies
China will be the focus of the most dramatic increases
in U.S. company sales revenues in international markets during the
next 12 years, according to results of The CMO Survey. When asked to
list the top three international markets for sales growth,
approximately 20% of marketers named China.
Big
Businesses Think Small
As of 2011, there were about 27 million small
businesses in the United States, according to the U.S. Small
Business Administration, all of which work with a variety of vendors
large and small to get their jobs done. Small businesses with small
budgets need all the help they can get in finding savvy solutions to
their needs, which obviously presents plenty of business
opportunities for B-to-B vendors, but also creates a valuable
marketing opportunity. Vendors can boost their own brand images by
helping SMBs build theirs.
If Don
Draper Worked In Search Marketing
I'm sure
you've all watched "Mad Men" and wondered what it would be like if
Don Draper worked in today's advertising industry. But what if the
greatest fictional ad creative of all time found himself in SEM?
Who
Owns the Research Function? Challenges and
Changes
In addition to external consultants and
specialists organization researchers have always had to contend
with, new competitors have emerged in the form of online
methodologies, do-it-yourself tools and even non-researcher
colleagues down the hall. While nothing new, these factors are
leading to other trends including the overall decentralization of
the research function within organizations, the practice of
displacing large-scale custom research with secondary research such
as econometric analysis and panel work, and a clear delineation
between the research and insights functions.
The
Biggest Obstacles to Increasing Profits with
Analytics
Data mining and statistical analyses can
help promote sales and circumvent all sorts of problems. Ninety
percent of Fortune 500 companies have installed SAS®, the most
commonly used analytics product suite; 100% have some sort of
advanced analytics installed and in use. Even so, many CMOs state
that they feel ill-prepared for the masses of data they will have to
make sense of now and in the future.
B-to-B
Vendor Uses SMB Contest to Boost Brand Awareness
In
honor of National Small Business Week, which takes place this week,
Denver-based PostNet International Franchise Corp. is conducting its
second-annual "Boost This Biz" campaign, a Facebook contest
dedicated to helping small businesses with their marketing efforts.
PostNet, a franchisor that provides design, printing, copying and
shipping services, is following a growing trend of programs
sponsored by big businesses that help small businesses build their
brands.
More
to Moms Than Meets the Eye
Moms may be focused on
value, but we are also concerned with getting what we want, and here
is where brand sometimes matters. In other words, Mom is not looking
for the cheapest peanut butter, she's looking for the cheapest
all natural peanut butter. She doesn't necessarily want the
most inexpensive pair of fleece-lined boots, but the best price on
UGGS.
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"The more facts you tell, the more you sell. An
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number of pertinent merchandise facts included in the ad
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Natural
Selection Theory - A theory of retail institutional
change that states that retailing institutions that can most
effectively adapt to environmental changes are the ones most likely
to prosper or survive.
Does your
CEO help or hinder your brand's reputation?
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"Folks, the worst thing a brand can do is refuse to apologize.
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