Taps Bloggers, Moms for Unconventional Product Launch
Người viết: Webmaster
28/08/2008
"...a fairly nontraditional marketing approach for the unconventional product, relying heavily on word-of-mouth and buzz marketing and relatively little on mass media...". Procter & Gamble Co. is trying something decidedly new with toothpaste: launching a product designed to be used once a week. The idea, of course, isn't to get people to brush less often. Rather, Crest Weekly Clean Intensive Cleaning Paste, which is set to hit stores by mid-September, is billed as a weekly addition to people's daily tooth brushing. The goal is to provide that "just-from-the-dentist," smooth, clean feeling, as P&G and some bloggers
The days of putting millions of dollars against something without being able to track its effectiveness are soon to be over. Enter CRM. As the U.S. economy worsens and consumers rein in discretionary spending, brands are ramping up their customer-relationship-management efforts, aiming to grab some of that money by building one-to-one relationships with consumers. Feel-good talk about leveraging CRM -- the art of using tools such as database maintenance and customer segmentation -- to boost understanding of consumers isn't anything new. Ask around, though, and industry folks will tell you 2008
A ray of light has emerged from the economic gloom in the least expected of places: Prestige and other high-end beauty and personal-care brands have been outperforming their mass peers of late, confounding assumptions that consumers trading down would hit high rollers the hardest. As mass personal-care titans Procter & Gamble Co., L'Oréal and Unilever all reported flat or sluggish sales in the U.S. last quarter, surprising strength came from higher-end players such as Bare Escentuals, Estée Lauder and, even within the mass market, from Alberto-Culver Co.'s Nexxus.
"...Coke has amortized the cost of its sponsorship over several years...". Now that the five-ring circus has started, the knives are out on all the sponsors. If it's not because they are supporting Darfur or an anti-Tibet sentiment, it must be because they have put a poor value on their sponsorship. And every new TV spot from them will likely have someone calling them the "next Leni Riefenstahl of the 21st century." Whatever the reason is, there seems to only be news value in how naïve all these guys have been in signing up as sponsors of the 2008 Olympic Games.
"...a fairly nontraditional marketing approach for the unconventional product, relying heavily on word-of-mouth and buzz marketing and relatively little on mass media...". Procter & Gamble Co. is trying something decidedly new with toothpaste: launching a product designed to be used once a week. The idea, of course, isn't to get people to brush less often. Rather, Crest Weekly Clean Intensive Cleaning Paste, which is set to hit stores by mid-September, is billed as a weekly addition to people's daily tooth brushing. The goal is to provide that "just-from-the-dentist," smooth, clean feeling, as P&G and some bloggers 
The days of putting millions of dollars against something without being able to track its effectiveness are soon to be over. Enter CRM. As the U.S. economy worsens and consumers rein in discretionary spending, brands are ramping up their customer-relationship-management efforts, aiming to grab some of that money by building one-to-one relationships with consumers. Feel-good talk about leveraging CRM -- the art of using tools such as database maintenance and customer segmentation -- to boost understanding of consumers isn't anything new. Ask around, though, and industry folks will tell you 2008 
A ray of light has emerged from the economic gloom in the least expected of places: Prestige and other high-end beauty and personal-care brands have been outperforming their mass peers of late, confounding assumptions that consumers trading down would hit high rollers the hardest. As mass personal-care titans Procter & Gamble Co., L'Oréal and Unilever all reported flat or sluggish sales in the U.S. last quarter, surprising strength came from higher-end players such as Bare Escentuals, Estée Lauder and, even within the mass market, from Alberto-Culver Co.'s Nexxus. 
"...Coke has amortized the cost of its sponsorship over several years...". Now that the five-ring circus has started, the knives are out on all the sponsors. If it's not because they are supporting Darfur or an anti-Tibet sentiment, it must be because they have put a poor value on their sponsorship. And every new TV spot from them will likely have someone calling them the "next Leni Riefenstahl of the 21st century." Whatever the reason is, there seems to only be news value in how naïve all these guys have been in signing up as sponsors of the 2008 Olympic Games. 
