Harry Groome

Interesting intel and perspective on the state of the outdoor recreation industry, which is soft right now for a variety of reasons. I’m hearing and seeing similar numbers from automotive aftermarket as well, which was reflected in the poll I conducted last week where 66% of respondents said their Q1 was either flat or down. That said… there are some real bright spots. Both new segments and M&A activity in existing ones has left gaps in the market that startups and entrepreneurs are racing to fill with great new brands and products. In outdoor there is also a unified front forming around land access and other issues that is uniting tribes like hunters, anglers and hikers/campers. Overall if we can get past the lumpiness of the economy (in my view partially a result of inflation, market saturation and the typical election year shenanigans) 2025 will be clear blue skies.

6

3 Comments

The discussion with Lori Brokaw Stout on redefining partner relationships is noteworthy. Her focus on quality over quantity in partnerships and ensuring mutual benefit challenges traditional metrics-driven approaches. This strategy of aligning partner values with company culture could significantly enhance B2B ecosystem effectiveness. #CMO #ChiefMarketingOfficer #podcast #B2B #C-Suite #B2BContent #B2BMarketing #B2BSales #PartnershipStrategy #ChannelMarketing #B2BEcosystem #ValueAlignment

6

2 Comments

Target - the ongoing saga of mismanagement. Was at a Target store in Riverhead, Long Island. Saw trail mix on sale for $7.99 instead of the regular price of $8.79. Since I basically have to scan for price everything I buy at Target I ran the product under the scanner. It came up $8.79 so I had to have the price adjusted when checking out. Several days later I was at another Target store in Medford on Long Island and checked the price just for the heck of it. Same problem. Think about how many people buy products at Target thinking they are paying a listed price and not realizing it is priced wrong. This is an ongoing problem.

4

I filmed this Digiorno Pizza commercial, in New York, the way my mentor Elbert Budin might have done in the 1980's (he was totally unpredictable). Totally analog (ok the camera is digital) camera operation off a jib arm (by hand) with incandescent lights and an Arriflex Camera, props moved by hand. In the first clip you see a demonstration of shooting the spot's opening scene in reverse along with "Holllywooding" a prop out of the way when shooting. The camera and Cartoni head (the bit the camera was hanging off the jib with) was not going to pass through the Digiorno box so it was grabbed at the last moment (by a talented art department member) so that when the film plays forward the box is just there. Why shoot scenes in reverse? So that your end frame is perfectly composed and locked off for the cut. Why shoot with incandescent lights? Because the primary subjects in this commercial had a lot of RED in them, this was a natural because incandescent lights have way more red wavelengths in them than daylight balanced LED's or HMI's. Food always looks better under incandescent lights period, because just like sunlight, the whole electromagnetic spectrum is expressed by incandescent bulbs and food is full of warm tones and lots of variations. Unlike LED and HMI lights there are no gaps in their spectral response curve of an incandescent lamp. Why use Arriflex cameras? Because their color science looks better than any other sensor, especially under incandescent lighting. I do love shooting with my Bolt Jr + but in this case a jib arm was faster and cheaper to rent and just made budgetary sense. #Cinematography #TabletopFilmmaking #ProductPhotography #CommercialDirector #Filmmaking #VisualStorytelling #CreativeDirection #AnalogPhotography #FilmProduction #Arriflex #IncandescentLighting #BehindTheScenes #FoodPhotography #ProductionDesign #VisualArts #ContentCreation #CreativeIndustry #NewYorkFilm #Mentorship #OnSet #LightingDesign #CameraWork #JibArm

36

12 Comments

The clean room future is no longer on the horizon – it’s here. And for leading companies in every industry, clean rooms are transforming marketing strategies. 80% of advertisers spending over $1B on media are already using them. But here's the thing – most brands are only scratching the surface. While many are using clean rooms for audience insights, only a third are leveraging advanced measurement like attribution and ROAS. And broader collaboration across partners and complementary brands offers even greater potential. Modern clean rooms are now fully interoperable, breaking down silos between brands, retailers, and media partners. In talking with companies across industries, I constantly hear their desire to get started, but also recognize that this represents unexplored territory for many. To help companies navigate the complexity, LiveRamp has put together a playbook of some of the most common tactics, and I've attached a link here. Happy reading!

108

2 Comments

New Car Sales Trending Lower...Shift from High-priced Segments Continues https://lnkd.in/emBbzr-s

2

Strauss is hitting a home run with their MLB playoff helmet logos, reaping sky-high ROI according to Sportico. The article references Hive's sponsorships intelligence, that is powered by industry leading AI technology. The buzz around these sponsorship assets is not just on the field but in the sports marketing world too. If you want to discover how Hive's real-time AI technology can elevate your marketing strategies, drop us a message! 🚀 #MLB #sponsorships #ROI #helmetlogos #marketing #sportsbusiness #sportsbiz #sportsmarketing #sportssponsorships #sponsorships #brandedcontent #ai #mensio #hive

2

Data, data, data! With Atlanta being recognized as a sports epicenter, using data to target sports fans has never been more valuable combined with OOH. Like peas and carrots! #Advertising #outofhome #atlanta #data #mobilesolutions

6

Another solid Marketer's Edge interview with Mark Sneider and Julia Boyer MacMullan, Director of Marketing at Springside Chestnut Hill Academy, the largest independent school in Philadelphia. If your marketing services firm or ad agency focuses on educational marketing, and specifically independent, private schools, you should watch this episode of Marketer’s Edge. (Interview link in first comment.)

6

1 Comment

Guru takes its wings back from Pepsi La Presse features interesting reporting today on Guru’s decision to reclaim control of its sales and merchandising efforts. So many partnerships and product launches get media attention. Yet it’s the breakups and failures that often offer the most valuable lessons. There are no doubt two sides to this story. June 2021 press release highlights: “Partnering with PepsiCo Beverages Canada at this stage of our growth for the Canadian distribution of our better-for-you energy drinks is a game changer for Guru and has the potential to accelerate our sales and distribution plans. This agreement is also a strong endorsement of Guru’s growing brand profile, which is quickly setting the standard as the Canadian consumer’s organic plant-based energy drink of choice. This is thanks to our differentiated brand and clean list of ingredients that delivers good taste and good energy,” said Carl Goyette President and CEO of Guru. “Guru quickly made its mark as a disruptive energy drink brand with ingredients that are organic and plant-based,” said Mike Ruff, President of PepsiCo Beverages Canada. “As we continue to focus on being consumer-centric, this partnership will help us expand our energy drink portfolio and meet the rapid changes in consumer demand for more functional beverages.” The agreement was set for an initial term of 10 years, subject to 5-year renewal periods. November 2024 reporting in La Presse: “We had a story of growth and profitability before the partnership with Pepsi. Since then, our growth has slowed, and we’ve incurred significant losses.” — Carl Goyette, CEO of Guru Guru posted a net loss of $9.8 million in 2021, $17.5 million in 2022, and $12 million last year. Analyst Martin Landry noted that the termination of the agreement came soon after both companies were legally able to end the deal without cause. “This suggests the partnership did not deliver the expected benefits for either party,” he observed.

112

26 Comments

"Confidence, Creativity, and Golf Shoes: Oakley's Masterclass in Brand Differentiation" Ever wonder why some brands effortlessly dominate their industries while others fade into obscurity? At Nemo Design, we think about this daily, and Oakley's new Edge Icon golf shoe is a perfect case study in game-changing strategy. I am excited to see Oakley taking a play from Jim Jannard's innovative leadership style and constant pursuit of excellence and originality. Nemo didn’t work on this so it’s not a plug for the shop. Let's break down how the Oakley Edge Icon golf footwear embodies the five laws of extraordinary brands: 1. Give Value, Get Value: The Edge Icon isn't just a shoe; it's a conversation starter, a performance enhancer, and a fashion statement rolled into one. By delivering unique value to golfers who crave distinction, Oakley's poised for a profitable victory. 2. Confidence Trumps Cleverness: This isn't a shoe that whispers—it roars. Oakley's confidence in challenging golf fashion norms speaks volumes, inspiring customers to step out of their comfort zones too. 3. Differentiate, Don't Compete: Instead of battling in the crowded space of traditional golf footwear, Oakley created its own playing field. The Edge Icon doesn't compete; it stands alone. 4. Actions Speak Louder Than Words: Oakley didn't just talk about innovation; they brought it to life. The Edge Icon's design and functionality are a physical manifestation of the brand's commitment to pushing boundaries. It feels like something Oakley would create. 5. Embrace the Fun Factor: Let's face it—these shoes are fun! They inject comfort and personality into a sport often perceived as staid. Oakley reminds us that effective strategies can (and should) be pleasurable. As brand strategists, we're fans of brands pushing innovation. Oakley core value is to "ignite the imagination through the fusion of art and science". The Edge Icon isn't just a product launch; it's a masterclass in brand differentiation and strategic thinking. The true test, will the market reward the effort? So, here's my challenge: How can you apply these principles to your brand or career? Are you giving unique value? Are your actions aligned with your strategy? Are you differentiating or just competing? And most importantly, are you having fun with it? Share your thoughts below. Let's start a conversation about how we can all bring a bit of that Oakley boldness into our strategic playbooks. #StrategicBranding #InnovationInAction #DaretoDifferentiate #BrandConfidence #oakleygolf

35

7 Comments

One critical area I’ve noticed that is lacking in #reviews and can sometimes lead to a life-and-death choice is in #healthcare. Having gone through 2 recent injuries - I was looking through scant reviews to determine where I would seek help. I relied on reviews of doctors, hospitals, and physical therapists having recently moved to a new area, and not having the benefit of asking for recommendations from family and friends. The results were shocking, 😲 very few reviews and one of the two ERs I went to was so bad that they actually made my injury worse. I was really surprised as honest reviews are the cornerstone of any business. As a #marketer (and as someone who started my career in market research) I am consistently encouraging clients to obtain feedback (surveys, focus groups, key stakeholder interviews) and seek reviews to either showcase what they are doing right or find out about any gaps. Negative reviews aren’t necessarily bad if handled properly -particularly if they lead to improvements in customer service, or refinement of products or services! It’s so important that we’ve developed a guide 📰 for clients on how to incorporate a process to be able to encourage reviews, seek feedback, and respond to both positive and negative reviews as a part of the marketing Oops. I’m curious as to what other people think - do you have a specific system to request reviews that ensures they are honest? Do you get any pushback from clients?

4

5 Comments

Listen to my advice as to how #fractionalcmos can help find business and marketing sweets spots...read more info here: https://lnkd.in/eewgMv4z

5

Today, I discuss some useful advice for integrating a #fractionalcmo within an organization...read more too here: https://lnkd.in/exrtMhMf

4

Traits to Look for in a Fractional CMO https://lnkd.in/ee9CmD3E . #fractionalcmo #bostondigitalmarketing #brickmarketing #nickstamoulis

2

1 Comment

Local news channels are frequently playing in bars and restaurants, so many clients come in specifically requesting this higher visibility channel. One important consideration is that these placements are in extremely high demand, leading to the CPM’s to be higher than other channels with similar reach. Another consideration is that while the reach may appear high, it’s often played in the background so the placement may not get as much attention as you would hope. There are still many situations where advertising on these channels makes sense, and Kingstar Media can help you with securing those placements. But we also frequently encourage clients to test alternatives such as our local sports broadcaster, or one of many lifestyle channels. We find that placements here also have significant reach and more engaged audiences - we frequently see better response on these channels!

28

1 Comment