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Notes from the Field: Marketing, Res 2

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An overview of the activities and major points for second residency!

An overview of the activities and major points for second residency!

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  • This month has brought several examples of marketing trends; while we looked at shock value as good PR last month when Abercrombie and Fitch tried to snag customers by ditching “The Situation”, JC Penny came under fire for shock value for controversial, bad PR.
  • Worth repeating: ThisAIDA formula is a standard framework for marketing, especially advertising strategies. Such efforts are part of the care and feeding of your target audience. By drawing attention to the message and ending with an action item (as opposed to the “raising awareness” protocol), you’ll better reach marketing goals by establishing trust, building community, and fostering engagement.
  • Last residency we talked about how A & F offered to pay “The Situation” to stop wearing that label. As another back-to-school marketing gaffe, JC Penney offered the above t-shirt and immediately faced a Twitter and Facebook backlash that caused them to pull the item with the quick posting: “We are sorry, but this product is not available at this time." 
  • Other online protest petitions onchange.org: Urban garden in Memphis ordered dismantled after a neighbor complained (6,214 signatures); Tell Mastercard to stop supporting the live dolphin trade (2,553 signatures); Join APA Alliance to bank shark fin in California (26,647 signatures); and Turn a 30-year-old organic farm in Maryland into a food education hub, not soccer fields.
  • CEO Reed Hastings avoided traditional media by using a YouTube clip and customer emails to announce the separation of its video-streaming and DVD-by-mail businesses. Result: Business profits dropped by 50%, customer backlash, parodies, and resulting blog entry and video as apology.
  • Turned into one of the biggest crisis comm case studies of the year. (Dissect the italicized quotation…does that apology sound sincere?) Oh…and Netflix also forgot to see if the @Qwickster Twitter handle was available. It’s not. It’s used by a Jason Castillo who “likes girls, getting fit, and smoking weed”. (Another eason to make sure you claim your own name before somebody else does.)
  • Occupy Wall Street: Saturday, Sept. 17, 5,000 Americans marched with flags and and banners to occupy America’s “Financial Gommorah”. Police arrests caused several hundred to build encampment but have wavered on more movement, although website tallies daily arrests. International solidarity: When protesters tweeted their hunger, over $2,800 in orders poured into a nearby pizza restaurant for delivery to the Wall Street Occupiers.Tar Sands Action:
  • Plus, the individual Ignite presentations about the team’s marketing plan will be during fourth residency!

Transcript

  • 1. NOTES FROM THE FIELD: Managerial Marketing - Residency 2!
    Current trends include:Shock value as controversial P.R, part II. –
    Crisis communications -The changing rhetoric of activism and protests
    Nancy Van Leuven, Ph.D.
    September 2011
    Managerial Marketing
  • 2. Overview of today’s presentation
  • 3. Shock value -- Stakeholders and protests
    Abercrombie & Fitch J.C. Penney .
    Anti-spokesperson T-shirt designed for girls 7-16
  • 4. Penney’s statement after over 1,600 signed protest letter on change.org:
    “We agree that the “Too pretty” t-shirt does not deliver an appropriate message, and we have immediately discontinued its sale.
    Our merchandise is intended to appeal to a broad customer base, not to offend them.
    We would like to apologize for any concern we may have caused and assure you that we are taking action to ensure that we continue to uphold the integrity of our merchandise that [our customers] have come to expect.”
  • 5. Playing (badly) from the social media handbook. . .
    Overnight blog entry, YouTube video, and emails to customers announced business split -
    Rebranding of DVD to Qwikster –
    And price hike for most customers.
  • 6. RESULT: Consumer protestIn two months --lost half its value Backlash, petitions, protestsCEO (BADLY) apologized via blog and video with “business school banter”
    “The Qwikster and Netflix teams will work hard to regain your trust.
    We know it will not be overnight.
    Actions speak louder than words. But words help people to understand actions.”
  • 7. Other Nonviolent Protests, 2011
    #OccupyWallStreet#TarSandsAction
  • 8. COURSE LEARNING OBJECTIVES
    REMINDER: Here’s how this course is integrated into the Presidio MBA Program.
    It supports the three program outcomes of:
    business foundations,
    sustainable leadership
    sustainable systems.
    Apply methods learned in the course to create a strategic marketing plan for an existing organization
    Publish public blog posts of an organization’s marketing and/or brand strategy through evaluation and examination of a green, social, or cause marketing program
    Analyze, critique, recommend and apply strategic marketing methods in the context of environmental, social, and economic sustainability.
    Team based EL project enables students to integrate leadership competencies.
  • 9. EL Marketing Plan Deliverables
    Reminder of learning outcomes:
    Business foundations, sustainable leadership, sustainable systems
  • 10. Schedule
    9:00-10:300 Notes
    Internal comm, empathy
    10:30-10:50 BREAK
    10:50-12:30 Ignite: 22-minute meeting
    Exercises: Target audiences, positioning
    12:30-2:00 LUNCH
    2:00-2:15 Research methods: Focus groups
    2:15-3:00 Guest speakers: Tar Sands Action
    3:00-3:30 Focus groups
    3:30-3:50 BREAK
    3:50-5:00 Sustainability marketing, Team Time!
  • 11. For more resources:
    Nancy Van Leuven’s website:
    http://www.nancyvanleuven.wordpress.com
    Click on: Managerial Marketing
    Click on: Second residency!
    (and more)