Companies deciding to venture towards a more eco-friendly model need to view the added cost of doing so not as an expense, but as added value — then communicate that to their customers. The marketing team makes that happen. By first incorporating the customer’s sustainability requirements into the product offerings, marketing then translates that added value into a monetary value the customer assigns to it, conveying it to them with a price they are willing to pay. Ultimately, their goal is to ensure that the price is neither too high nor too low.
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As the new year begins, many may wonder if life will return to normal. This is reasonable. Vaccines for COVID-19 are beginning to be distributed and new leadership in Washington DC is about to begin. Yet, a recent article in Marketing Insider by Molly Lewis suggests that “There Will Be No Return To Normal”.
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When I was Vice President of Marketing at Farm to Feet, one of our sales representatives asked on behalf of a retailer the question, “why we did not include an American flag on any of our marketing or our packaging.” …. I responded by telling the sales representative that the United States flag code prohibits the use of the American flag for marketing and advertising purposes. Quite simply, I said, “using the U.S. Flag for marketing is disrespectful.”
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For each of America’s patriotic observations (Armed Forces Day, Memorial Day, Veterans Day, and Independence Day), brands should consider what the holiday means, recognize and focus marketing promotion on that.
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Today, contract manufacturers are starting to create consumer brands of their own. This idea is attractive, especially when you consider the potential profit margins. Many manufacturers, however, are not structured for creating a brand. The biggest challenge these companies face is a lack of a marketing-centric outlook due to adhering to a superannuated sales-centric mentality.
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Most companies understand how promotion and branding are related, but what about the other 3 P’s in the Marketing Mix?
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In 2013, I was part of the leadership team at a sock manufacturer in North Carolina that developed and launched a new sock brand – Farm to Feet.
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The current marketing landscape has produced many challenges and opportunities. Within brand and product promotion, the one main problem is the diminishing effectiveness of traditional advertising. One tool that many brands are successfully using in today's content-rich marketing environment is authentic storytelling…
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Who currently leads product development at your company? Perhaps it is time for marketing to reclaim its role in product development. As the first "P" in the traditional marketing mix, the product is an essential function for marketing teams…
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