This document provides a summary of research conducted on Febreze Air Effects spray. It describes the product's features such as its light mist spray and variety of scents. It then discusses Febreze's target audience including adults, parents, and women. Finally, it outlines Febreze's desired brand image of being sustainable and effective at odor elimination.
An idea collected from different sources in internet and hush-puppies website for creation of a creative brief which helps in product promotion and advertisement....
An idea collected from different sources in internet and hush-puppies website for creation of a creative brief which helps in product promotion and advertisement....
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
The Pitch Process: Turning client briefs into great ideas, then selling themBeyond
As clients have more customers, stakeholders and channels than ever, briefs are getting more confusing; lacking focus, strategy and asking for the "moon on a stick". As the agency, it's getting harder to know where to focus with our ideas and strategy, then sell it effectively. This presentation was originally delivered at Miami Ad School's New York campus as part of the "Industry Heroes" lecture series.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
1: PharmaSim Case
PharmaSim Case — Page 13
The Allstar Brands Medicine Group
LLSTAR BRANDS CORPORATION IS ONE OF THE LEADING MANUFACTURERS of
packaged goods in the world. Since its founding in 1924, the company has acquired or
merged with a number of smaller packaged goods companies.
The Allround Brand
The management team at the over-the-counter cold medicine (OCM) group of Allstar Brands just
completed its third presentation in the past month to the Pharmaceuticals Division manager
regarding the status of the Allround cold medication. It is apparent, from all the attention the
team has received, that the Allround brand it manages is of strategic importance to the company.
Unfortunately for the team and the company, the fourth quarter performance reports for
Allround were not as positive as management expected. Therefore, the OCM team has been
under the intense scrutiny of senior management.
Overview
Allstar Brands' Allround product is a market leader in the over-
the-counter (OTC) cold and allergy remedy market. The
consistent success of the brand in terms of profitability and
sales has made it a critical component of the Pharmaceuticals
Division's long-term strategic plan. The division anticipates that
the brand's cash flow in the coming periods will allow the
company to pursue new opportunities in emerging markets.
However, the division manager responsible for Allround has become concerned with the
competitive nature of the OTC cold remedy market. In the past three years, the industry has seen
several product introductions as well as major increases in promotional and advertising
expenditures. There is concern among senior management that this competitive activity will lead
to declining market share and profitability for Allround. The brand has lost one full share point in
the last year. Senior management expects that skillful marketing will prove pivotal to the long-
term success of Allstar Brands.
The Company
The company consists of three divisions: Consumer Products, International, and Pharmaceuticals.
The Consumer Products Division handles a number of packaged goods, such as laundry
detergent, shampoo, and bar soap. The International Division distributes Allstar products on a
global basis and has a large presence in the European market. The Pharmaceuticals Division is
responsible for the marketing and production of ethical and OTC medications. Ethical drugs are
available through pharmacies with a physician's prescription, whereas OTC remedies are widely
distributed without the need for a prescription.
The management of Allstar's Pharmaceuticals Division consists of a number of market related
groups, one of these being the OCM group. This group is concerned primarily with the marketing
activities of the Allround brand and any line extensions or new product introductions that might
A
Allstar Brands Corporation is
one of the lead ...
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
The Pitch Process: Turning client briefs into great ideas, then selling themBeyond
As clients have more customers, stakeholders and channels than ever, briefs are getting more confusing; lacking focus, strategy and asking for the "moon on a stick". As the agency, it's getting harder to know where to focus with our ideas and strategy, then sell it effectively. This presentation was originally delivered at Miami Ad School's New York campus as part of the "Industry Heroes" lecture series.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
1: PharmaSim Case
PharmaSim Case — Page 13
The Allstar Brands Medicine Group
LLSTAR BRANDS CORPORATION IS ONE OF THE LEADING MANUFACTURERS of
packaged goods in the world. Since its founding in 1924, the company has acquired or
merged with a number of smaller packaged goods companies.
The Allround Brand
The management team at the over-the-counter cold medicine (OCM) group of Allstar Brands just
completed its third presentation in the past month to the Pharmaceuticals Division manager
regarding the status of the Allround cold medication. It is apparent, from all the attention the
team has received, that the Allround brand it manages is of strategic importance to the company.
Unfortunately for the team and the company, the fourth quarter performance reports for
Allround were not as positive as management expected. Therefore, the OCM team has been
under the intense scrutiny of senior management.
Overview
Allstar Brands' Allround product is a market leader in the over-
the-counter (OTC) cold and allergy remedy market. The
consistent success of the brand in terms of profitability and
sales has made it a critical component of the Pharmaceuticals
Division's long-term strategic plan. The division anticipates that
the brand's cash flow in the coming periods will allow the
company to pursue new opportunities in emerging markets.
However, the division manager responsible for Allround has become concerned with the
competitive nature of the OTC cold remedy market. In the past three years, the industry has seen
several product introductions as well as major increases in promotional and advertising
expenditures. There is concern among senior management that this competitive activity will lead
to declining market share and profitability for Allround. The brand has lost one full share point in
the last year. Senior management expects that skillful marketing will prove pivotal to the long-
term success of Allstar Brands.
The Company
The company consists of three divisions: Consumer Products, International, and Pharmaceuticals.
The Consumer Products Division handles a number of packaged goods, such as laundry
detergent, shampoo, and bar soap. The International Division distributes Allstar products on a
global basis and has a large presence in the European market. The Pharmaceuticals Division is
responsible for the marketing and production of ethical and OTC medications. Ethical drugs are
available through pharmacies with a physician's prescription, whereas OTC remedies are widely
distributed without the need for a prescription.
The management of Allstar's Pharmaceuticals Division consists of a number of market related
groups, one of these being the OCM group. This group is concerned primarily with the marketing
activities of the Allround brand and any line extensions or new product introductions that might
A
Allstar Brands Corporation is
one of the lead ...
I've not only written for hospitals and pharmaceutical companies like Merck and Pfizer, Abbott, and many more, I've also worked as a Senior Writer on brand for a downdown agency.
A great brief inspires, motivates, and encourages thinking that is different and disruptive. When there are 3 brands in the same category, targeting the same exact consumer, how can you make your creative idea unique/interesting/surprising?
CompanyInformation is very important part of anything that exist.docxdonnajames55
Company
Information is very important part of anything that exist in the world but the correct information is the worthy part that actually plays a role in the success of the company. The correct information provided can only become the source of the right decision in the company. The case enables the reader to communicate the detailed description about the company and the shows the depth of the information. It tells that the All- Star Brands Medicine Groups is among one of the leading manufacturers of the packaged goods since 1924 and keep on expanding its network by acquiring or merging with the various small brands in the market. It gives the detailed overview about the company which shows it has three divisions including Consumer products, international and the pharmaceuticals. It also tells about the offering products of each division like the consumer products include detergent, laundry, bar soap and the shampoo. It is quite good that the company clearly tells about its global presence for which the international division is responsible for and also the leading brand of the group. The pharma division is engaged in the activities of marketing as well. The All- star Brand’s All- round is the market leader in Over the counter (OTC) cold and allergy remedy market. The company clearly tells about the profitability of the company through its leading brands and also the decline in the sales due to the tough competition. The group itself is concerned with the marketing activities and the decision of the brand and its extensions as well as the introductions of the new products. The marketing management group is responsible for the marketing activities. The depth of the information about the company is very important while taking the critical decisions of the company. All- star brand provides the information about the company and presents its overview in a clear manner but it should also present some more facts about the company and its pharma division as it the main focus and the subject matter of the case.
Surveys
The first and most important distinction that the surveys point out is the type of medicine Allround is perceived to be, and who are our target customer should be going forward. Allround is primarily a cold medicine and is perceived as a cold medicine. The target audience for Allround as cold medicine is young and mature families. The surveys suggest that Allround is rarely perceived as an effective medication for allergy symptoms. Allround is perceived as the number one medication for aches and cough among the target audience of young and mature families. The market penetration for families is 67%.
Although we have more overall satisfaction than all of our competitors in every category, we do not currently lead in any category within any demographic. Our brand awareness is excellent, with 82.3% of families being aware of Allround prior to making a purchase. 19% of the buyers that know about Allaround are actua.
My pharmaceutical and healthcare writing experience. How much I've done is sick, but it be the perfect Rx if you're looking for clever, clear, engaging communications.
Air Fresheners - What You Need to Know - Resources for Healthy Children www.scribd.com/doc/254613619 - For more information, Please see Organic Edible Schoolyards & Gardening with Children www.scribd.com/doc/254613963 - Gardening with Volcanic Rock Dust www.scribd.com/doc/254613846 - Double Food Production from your School Garden with Organic Tech www.scribd.com/doc/254613765 - Free School Gardening Art Posters www.scribd.com/doc/254613694 - Increase Food Production with Companion Planting in your School Garden www.scribd.com/doc/254609890 - Healthy Foods Dramatically Improves Student Academic Success www.scribd.com/doc/254613619 - City Chickens for your Organic School Garden www.scribd.com/doc/254613553 - Huerto Ecológico, Tecnologías Sostenibles, Agricultura Organica www.scribd.com/doc/254613494 - Simple Square Foot Gardening for Schools - Teacher Guide www.scribd.com/doc/254613410 - Free Organic Gardening Publications www.scribd.com/doc/254609890 ~
The Role of Evidence in Establishing Awareness for Branded Ingredients
Author: Latesha Richards
Contributing Author: Charles Spielholz, Ph.D.
July 2009
The Allstar Brands Medicine Group LLSTAR BRANDS CORPORATION IS ON.docxmehek4
The Allstar Brands Medicine Group LLSTAR BRANDS CORPORATION IS ONE OF THE LEADING MANUFACTURERS of packaged goods in the world. Since its founding in 1924, the company has acquired or merged with a number of smaller packaged goods companies.
The Allround Brand The management team at the over-the-counter cold medicine (OCM) group of Allstar Brands just completed its third presentation in the past month to the Pharmaceuticals Division manager regarding the status of the Allround cold medication. It is apparent, from all the attention the team has received, that the Allround brand it manages is of strategic importance to the company. Unfortunately for the team and the company, the fourth quarter performance reports for Allround were not as positive as management expected. Therefore, the OCM team has been under the intense scrutiny of senior management.
Overview Allstar Brands' Allround product is a market leader in the overthe-counter (OTC) cold and allergy remedy market. The consistent success of the brand in terms of profitability and sales has made it a critical component of the Pharmaceuticals Division's long-term strategic plan. The division anticipates that the brand's cash flow in the coming periods will allow the company to pursue new opportunities in emerging markets. However, the division manager responsible for Allround has become concerned with the competitive nature of the OTC cold remedy market. In the past three years, the industry has seen several product introductions as well as major increases in promotional and advertising expenditures. There is concern among senior management that this competitive activity will lead to declining market share and profitability for Allround. The brand has lost one full share point in the last year. Senior management expects that skillful marketing will prove pivotal to the longterm success of Allstar Brands.
The Company The company consists of three divisions: Consumer Products, International, and Pharmaceuticals. The Consumer Products Division handles a number of packaged goods, such as laundry detergent, shampoo, and bar soap. The International Division distributes Allstar products on a global basis and has a large presence in the European market. The Pharmaceuticals Division is responsible for the marketing and production of ethical and OTC medications. Ethical drugs are available through pharmacies with a physician's prescription, whereas OTC remedies are widely distributed without the need for a prescription.
The management of Allstar's Pharmaceuticals Division consists of a number of market related groups, one of these being the OCM group. This group is concerned primarily with the marketing activities of the Allround brand and any line extensions or new product introductions that might
A
Allstar Brands Corporation is one of the leading manufacturers of packaged goods in the world. Since its founding in 1924, the company has acquired or merged with a number of smaller package ...
Fragrance in the Workplace - What Managers Need to Know v2zq
Fragrance in the Workplace - What Managers Need to Know - Resources for Healthy Children www.scribd.com/doc/254613619 - For more information, Please see Organic Edible Schoolyards & Gardening with Children www.scribd.com/doc/254613963 - Gardening with Volcanic Rock Dust www.scribd.com/doc/254613846 - Double Food Production from your School Garden with Organic Tech www.scribd.com/doc/254613765 - Free School Gardening Art Posters www.scribd.com/doc/254613694 - Increase Food Production with Companion Planting in your School Garden www.scribd.com/doc/254609890 - Healthy Foods Dramatically Improves Student Academic Success www.scribd.com/doc/254613619 - City Chickens for your Organic School Garden www.scribd.com/doc/254613553 - Huerto Ecológico, Tecnologías Sostenibles, Agricultura Organica www.scribd.com/doc/254613494 - Simple Square Foot Gardening for Schools - Teacher Guide www.scribd.com/doc/254613410 - Free Organic Gardening Publications www.scribd.com/doc/254609890 ~
The market for green household cleaning products in the U.S grew at a blistering pace between 2007 and 2010, cooled off, and actually declined from 2010 to 2014 at a compound annual growth rate (CAGR) of 2%. Packaged Facts estimates total retail sales, including both household cleaners and laundry products, at $600 million in 2014. The green market remains a niche, accounting for about 3% of the total household cleaner and laundry product market.
Deodorants and Antiperspirants Market is on the Rise | Aranca Patent WatchAranca
The global market for deodorants and antiperspirants is expected to grow at a CAGR of 6.2% to US$21.08 billion in 2017. More than 1,200 patents are filed every year in this segment where China and the US dominate the research space.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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1. Febreze Air Effects
A Creative Brief by Courtney Emert and Claire Christopherson
(“Febreze Air Effects Spray,” n.d.)
2. Executive Summary
The following research was conducted by Courtney Emert
and Claire Christopherson to analyze Procter and Gamble’s
product, Febreze Air Effects. The research was obtained
through various sources such as Mintel, RedBooks, and
Procter and Gamble’s home website.
This creative brief showcases Febreze’s features, target
audience, benefits, brand image, ethnographic research,
competitors and future goals. Febreze has created a large
brand image that is considered a leading competitor among
the air care market.
(“Febreze Air Effects Spray,” n.d.)
3. Table of Contents
Background Information/Target Audience
Pg. 4
Features and Benefits
Pg. 5
Brand Image
Current Brand Image/ Desired Brand Image
Pg. 6
Competitors
Direct Competitors/ Indirect Competitors
Pg. 7
Ethnographic Research
Pg. 8-9
Goals
Advertising Goal/ Strategic Message
Pg. 10
References
Pg. 11
(“Febreze Air Freshener & Odor Eliminator Products,” n.d.)
4. William Procter and James Gamble launched their joint company, Procter and Gamble in Cincinnati, Ohio in 1837.
They combined their areas of expertise to sell soaps and candles. The company’s overwhelming success led to the
brand’s expansion. Procter and Gamble progressed from a small business in Ohio to one of the largest multinational
corporations in America. (“A Company History,” 2006).
Procter and Gamble launched Febreze Air Effects in 2004. The product marked the company’s entrance into the Air
Care industry. Febreze Air Effects is a household odor eliminating spray. (“Febreze Air Effects,” April 2015). The product
quickly became a success and gained vast approval among household users increasing from 50 percent in 2009 to 60
percent. (“Air Care-U.S..,” March 2015).
Today, Procter and Gamble has the second largest market share “due to the presence of its Frebreze brand across
air care segments.” Febreze is considered a top-of-mind awareness brand and continues to have success in the air care
market. (“Air Care U.S.,” March 2015).
Demographics:
81 percent of home air care users are adults. (“Air Care-U.S.,” March 2015).
Parents of children under the age of 18 are avid consumers of air care products. (“Air Care-U.S.,” March 2015).
Women are more likely to purchase air care products than men. (“Air Care-U.S.,” March 2015).
Psychographics:
People that work from home are more likely to use air fresheners to embody relaxation in the workplace and home.
(“Air Care-U.S.,” March 2015).
Younger women are more likely to desire/need air care products to manage stress and anxiety. (“Air Care-U.S.,” March
2015).
Families use air care products to reduce allergens to allow for a more “clean” and functional benefit in their home. (“Air
Care-U.S.,” March 2015).
Background Information
Target Audience
4(“Febreze Air Freshener & Odor Eliminator Products,” n.d.)
5. Features & BenefitsLight Mist Spray
Light mist spray is clear and dries instantly leaving furniture and
other odorous surfaces refreshed and clean.
Packaging
Brand Name
Different Scents
Eliminates Odors
Easy To Use
Environmentally Friendly
Safe for Animals
Affordable
This cleaning product does not contain any harsh chemicals.
It is easier than ever to eliminate pet odors around the home as this product is safe to use around cats
and dogs.
Febreze is often sold in combo packs for a lesser price, and coupons are offered.
Quickly and efficiently eliminates odors with one spray.
Trusted line of household products used to eliminate odors and
leave a fresh scent.
Other Benefits
With the wide variety of scents to choose from, users can eliminate
odors in their homes with their favorite fragrance.
Aesthetically appealing packaging can be left out without being a
distraction from home decor.
No need to worry about harsh odors eventually returning.
Collection Variety
Consumers can select a product that fits their specific needs in-
cluding Heavy Duty, Sleep Serenity, Allergen Reducer and Spring
Collection.
5Image: (“Febreze Air Effects Spray,” n.d.)
from: http://groceries.iceland.co.uk/febreze-air-effects-air-freshener-spray-cotton-fresh-300ml/p/5236
Information: (“Febreze Air Effects,” n.d.)
6. Customers enjoy using Febreze Air Effects because of the trusted household name. The variety of scents and
collections cater directly to consumers specific needs and wants such as relaxation and allergen reducer air
fresheners.
“Febreze achieves its strongest household penetration among those aged 18-24.” (“Air Care-U.S.”March 2015).
The younger generation is drawn to this product because it is considered a newer and more updated brand
in comparison to its competitors. 60 percent of adults over 18 said they prefer Febreze over other brands of air
fresheners and room deodorizers.
One reviewer gave the product a 5 star rating and said, “I really like it as it clears up bathroom, trash and
even burnt odors in an instant. I really dislike the smell of Lysol concentrate but my husband uses it in the
washer to disinfect it now and then. To my surprise, the Febreze Air Effects even eliminated that odor instantly!”
Febreze is a household name that is trusted, and committed to serving their consumers needs. (“Amazon
Customer Reviews,” 2015).
Febreze’s focus is to get closer to the consumer and focus on being sustainable (“Air Care-U.K.,”July
2014). Febreze wants to appeal to its target market by being the most efficient and effective
air freshener spray on the market. Procter and Gamble also launched an initiative focused on
environmental sustainability. This includes its long-term environmental sustainability vision which includes
“100% renewable or recycled materials for its products and packaging, having zero consumer or
manufacturing waste going to landfills and powering all of its plants with 100% renewable energy.”(“Air
Care-U.K.,” July 2014). Procter and Gamble want its products like Febreze to appeal to consumers
based on its dedication to eco-friendly production methods and consumer needs.
Brand Image
Current Brand Image
Desired Brand Image
6(“Febreze Air Freshener & Odor Eliminator Products,” n.d.)
7. SC Johnson:
Glade is one of Febreze’s top competitors. Glade Relaxing Zen five-in-one Air Fresheners offers five benefits including
acting within seconds, eliminating odors, freshening the air, using a high-quality fragrance and providing freshness that
will last. Oust is another SC Johnson brand that includes an air freshener line. (“Air Care-U.K.,” July 2014).
Method:
Method is a direct competitor because of it’s has a wide variety of eco-friendly air refreshers that are
“designed with revolutionary pressurized air technology.” Method has an advantage in marketing
environmentally friendly products, as that is their primary focus as a brand. (“Method | air refresher,” April 2015).
Reckitt Benckiser:
Air Wick Air directly competes with Febreze Air Effects because it is packaged in a similar aerosol spray can packaging.
Air Wick Air offers four benefits in each product including a fresh fragrance, odor elimination, the ability to act within
seconds of spraying, and also claims to eliminate odors for up to one hour. (“Air Care-U.K.,”July 2014).
Bath and Body Works:
Bath and Body Works is an indirect competitor because some people prefer to refresh the smell of their homes using
candles. Candles are reported to be the second most popular air care product used by 55 percent of adult users
behind home air fresheners. (“Air Care-U.S.”, March 2015).
Yankee Candle Company, Inc.:
Yankee Candle Company, Inc. is an indirect competitor because it offers over 150 scents of candles including seasonal
fragrances and relaxation collections. They own stores in various shopping centers, as well as malls, and is offered in
grocery stores like Walmart and Target. (“Candles-U.S.”, August 2013).
Competitors
Direct Competitors
Indirect Competitors
7(“Febreze Air Freshener & Odor Eliminator Products,” n.d.)
8. 8
Ethnographic Research
(“Febreze Air Effects Spray,” n.d.)
Claire Christopherson and Courtney Emert observed six women between the
ages of 19 and 24 using Febreze Air Effects in Linen and Sky scent. Two of the
participants lived in apartments with at least three other roommates, two of the
participants lived in a sorority house, and two participants lived in dorm rooms.
Christopherson and Emert observed how each participant used the odor
eliminating spray and where she used it the most.
Product Usage:
The participants used linen and sky scented Febreze Air Effects to refresh the smell of their
room, clothes, bedding, shoes, etc. Basically, sprayed on anything they wanted to smell
better. To use the product, they simply would touch the trigger and spray it on specific
objects or in the air. While some reactions induced smiles and happy emotions, others did
not have a reaction as if it was a habitual action while cleaning up. No other items were
necessary for the participants to use this product. Kelsey Wood and Sydney Hultz stored
their Febreze Air Effects in their desk drawers. Abby Wagle stores hers in her closet. The
participants typically used the product in the bedroom and area where they spend the
most time including their desks, closet areas, work spaces. Hultz sprayed Febreze in a
circular motion throughout her entire room and held the trigger the entire time. Wood
only sprayed on her bed and around her desk area with two second sprays each. Lily
Daily sprayed her desk, bed, closet space and window area in sideways motion spraying
left to right twice to three times. We were surprised at how much our participants sprayed
including Mary Ledom. Ledom used excessive amounts of Febreze. Many of them sprayed
for up to four seconds on small areas. A few of our participants sprayed Febreze on their
dirty laundry and in their tennis shoes. Hailey Waldenmeyer of the participants sprayed
it on her clothes while she was wearing them. Four participants said they used Febreze
Air Effects at least twice weekly while two participants said they used it once every two
weeks.
9. 9
Ethnographic Research
(“Febreze Air Effects Spray,” n.d.)
Discussion:
Febreze Air Effects is a simple product to use with high benefits. The linen and sky scent
lasts for up to an hour. We were surprised at how often and how much people used the
product. Three of our participants said they used the product three or more times each
week. Two of our participants said they used Febreze Air Effects once a week and one
of our participants said she used it once every two weeks. The majority of the people
we observed sprayed Febreze on their clothing, bedding, and living space for up to four
seconds on each item. They wanted to make their space smell fresh and enjoyable to be
in. They wanted a quick fix for their smelly tennis shoes, clothing, and laundry baskets. Most
were loyal to this brand because their family uses it, the smell reminded them of something
happy, or it was recommended to them and they have not found a better product with
benefits. The majority of the people we interviewed also said it was a convenient brand
to buy because it is easily found in many stores around where they live. Most of the
participants we observed sprayed the Febreze Air Effects in both circular and zig-zag
motions. We were not surprised by any of the ways that they used the product.
10. Febreze is used predominantly by older females and mothers
of households. Febreze wants to widen their audience
spectrum to a younger consumer base including college
students.
“#noseblind” is an promotional campaign endorsed by
actress, Jane Lynch. This strategy is expected to improve
sales, and broaden the target market to young adults by
using humor and extreme situations to market its products in
a entertaining way.
(“Air Care- U.S.,” March 2015).
Febreze seeks to eliminate odors found commonly in households by providing a sense of cleanliness
and comfort to its consumers. The fresh scent and easy to use bottle offer various benefits ensuring the
consumer of a reliable product.
GoalsAdvertising Goals
Strategic Message
10(“Febreze Air Freshener & Odor Eliminator Products,” n.d.)
(“Jane Lynch: Singing My Last Glee Song Was ‘Brutal,’ We Remember Cory Monteith All the Time,” n.d.)
11. ReferencesA Company History. (2006). pg.com, Retrieved online on 2015, April 20
from:http://www.pg.com/translations/history_pdf/english_history.pdf
Air Care - US. (March 2015). Mintel.com, Retrieved online on 2015, April 10 from:
http://academic.mintel.com.www2.lib.ku.edu/display/732581/?highlight.
Air Care UK. (July, 2014). Mintel.com, Retrieved online on 2015, April 13
from:http://academic.mintel.com.www2.lib.ku.edu/display/709474/?highlight#hit1
Air Care-US. (March 2015). Mintel.com, Retrieved online on 2015, April 11 from:
http://academic.mintel.com.www2.lib.ku.edu/display/732581/?highlight#hit1
Air Effects Spray. (n.d.). febreze.com, Retrieved online on 2015, April 10
from:http://www.febreze.com/en-US/products/febreze-air-effects
Business Summary:The Yankee Candle Company Inc.(2015). Redbooks.com, Retrieved online on 2015, April 25 from:
http://www.redbooks.com.www2.lib.ku.edu/advertiser/YANKEE_CANDLE_COMPANY_INCORPORATED/
Candles-US. (August 2013). Mintel.com, Retrieved online on 2015, April 27 from:
http://academic.mintel.com.www2.lib.ku.edu/display/674865/?highlight#hit1
Febreze Air Effects. (n.d.). pgpro.com, Retrieved online on 2015, April 11
from:https://www.pgpro.com/brands/febreze/febreze-air-effects/
Febreze Air Effects Linen & Sky Air Freshener (9.7 Oz) (Pack of 9) õ Customer Reviews. (n.d.). Retrieved April 29, 2015,
from http://www.amazon.com/Febreze-Effects-Linen-Freshener-Pack/product-reviews/B001E5D4BW/ref=cm_cr_dp_see_all_bt-
m?ie=UTF8&showViewpoints=1&sortBy=bySubmissionDateDescending
Febreze Air Effects Spray. (n.d.). Retrieved April 28, 2015,
from: http://groceries.iceland.co.uk/febreze-air-effects-air-freshener-spray-cotton-fresh-300ml/p/52363
Febreze Air Freshener & Odor Eliminator Products. (n.d.). Retrieved April 28, 2015,
from http://www.febreze.com/en-US/index.aspx
Jane Lynch: Singing My Last Glee Song Was ìBrutal,î We Remember Cory Monteith All the Time. (n.d.). Retrieved April
29, 2015, from http://www.usmagazine.com/celebrity-news/news/jane-lynch-talks-glees-series-finale-singing-my-last-song-
was-brutal-2015272
Method | air refresher. (n.d.). Retrieved April 29, 2015, from http://methodhome.com/product-category/air-refresher/
Noseblind 101. (n.d.). febreze.com, Retrieved online on 2015, April 12
from:http://www.febreze.com/en-US/noseblind
11