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
Shock value -- Stakeholders and protests Abercrombie & Fitch J.C. Penney . Anti-spokesperson T-shirt designed for girls 7-16
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.”
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.
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.”
Other Nonviolent Protests, 2011 #OccupyWallStreet#TarSandsAction
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.
EL Marketing Plan Deliverables Reminder of learning outcomes: Business foundations, sustainable leadership, sustainable systems
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!
For more resources: Nancy Van Leuven’s website: http://www.nancyvanleuven.wordpress.com Click on: Managerial Marketing Click on: Second residency! (and more)