Paul Frampton-Calero ⚡️’s Post

It’s about understanding fundamentals of “marketing”. Understand and apply the Laws of Growth via building Physical and Mental Availability - all 6(7) pilars. Than follow the process: market orientation, strategy & execution, tracking … - THE 4 P concept (for some non or wanna be marketers considered boring and outdated). Only a fraction of the JTBD in marketing therefore is promotion - the marketing some companies claim “not” to do - see post below.

“We don’t spend money on marketing”, said Alex Russo, the CEO of discount retailer B&M, last week. Responding to a question from Marketing Week following the release of results for its latest financial year, Russo was at pains to point out that he would rather invest in pricing rather than marketing, if faced with a choice.  “The choice would be simple” – the customer value proposition, every time, he added. This, before going on to explain that it creates content “including using affiliates and influencers to “build momentum.” So, it does spend money on marketing. In creating content, in investing in pricing, in experience, in customer proposition. Far be it from me to interpret for him, but what I would suggest he means, is it doesn’t spend on above-the-line advertising. He is the second CEO of a discount retailer to be dismissive of advertising, or marketing as they put it, in the last year. At the end of last year, Iceland CEO Richard Walker trumpeted that they were not making a Christmas ad and were instead supporting customers through lower prices. I highlight both examples not to make a semantic point, but to underline the challenge that many marketers in many categories face. For many of you, your boss thinks what you do is frivolous. Not so the executive of N Brown. The owner of fashion brands Simply Be and JD Williams announced that it was ramping up investment to build awareness, consideration and acquisition, which it hopes will maintain and sustain growth after profits jumped in its last financial year. Elsewhere, Lululemon CEO Calvin McDonald was also looking to use marketing as a means to spur performance: “Investments in marketing and brand building [are] aimed at increasing our awareness in acquiring new guests, international growth and market expansion..,” he said after announcing quarterly results. Meanwhile, Monzo announced last week that it more than doubled its marketing investment to £58.5m in the year to 31 March, a 167% increase and all, as CEO TS Ansil, explained “deliberately” invested to drive growth. I know, arguably clumsy counter points to B&M and Iceland. Different companies, and contexts and categories in the case of Monzo. But they are, or should be, a reminder to all. With all the challenges that are being faced up to, marketing matters. There’s plenty more marketers can and must do to justify investment. But there are as many boadrooms as not that understand marketing's role in driving meaningful outcomes. Links to the all the stories in the comments below.

Marketing isn't about clever strategies. It's about getting the basics right. Time and again, many brands have got it wrong. You can learn from their million-dollar mistakes. $100M marketing blunders that can kill your company🧵 - 1. An 84-year-old company FAILED because of one single promotion strategy. Around 1991-92, the UK was going into a recession and Hoover used a genius strategy If you bought £100+ of items, they would give you two free flight tickets to a destination in EUROPE Even in the middle of a recession, people were buying Hoover products and stores were running out of stock! But later in 1992, they expanded the offer to include tickets to the USA. Two UK-USA round trips would cost £600 so it was a huge mistake. In 1987, Hoover made £147M in profits. By 1993, they were posting a loss of £23.6M for sales of £390M. The company which had a 50% market share was reduced to ashes. Hoover's UK arm was sold off for £106M - a loss of £81M Lesson: Always do the math. Never assume! - 2. KFC canceled free food coupons and it caused an uproar In 2009, KFC partnered with Oprah Winfrey and gave away free coupons through her website In 24 hours, 10.5M coupons were downloaded and $42M of FREE food was to be given away! Long lines formed outside KFCs This was such an overwhelming response that KFC decided to cancel the coupons. This decision was met with chaos and uproar. Lesson: Set a limit on the number of coupons when running a FREE coupon campaign. Yes, it's THAT simple. - 3. In 1997, Fiat sent females 50K love letters to promote their upcoming car. This was supposed to trigger curiosity and romanticism but it backfired. A *love* letter from a stranger is at best creepy and a cause for concern! Many women felt threatened and locked themselves in their apartments, thinking they were being stalked. Fiat eventually had to stop the campaign and issue an apology! Lessons: Think your marketing campaign through to the end. Ask customers how they'll feel about it. - 4. Heinz ketchup Heinz ran a promo with QR codes on their bottles. It led to sites where customers could make their own labels for the bottle. But the promo ran out & they didn't renew the domain. A porn site took over and the QR code redirected here instead. Daniel Korell reported this on Facebook and well Heinz apologized and even sent him a free ketchup. Lessons: None here. This is just one of those mistakes! Follow me for more posts on AI, startups, and growth.

Trader Joe's has a unique approach to advertising. Unlike most companies, it doesn’t rely on traditional commercials, billboards, or digital banners to promote its brand. So how does it do it? ✅ Customer Loyalty: Trader Joe’s has an exceptionally loyal customer base. Social media is flooded with posts showcasing Trader Joe’s grocery hauls, taste tests, and new product discoveries. Influential accounts like @traderjoeslist on Instagram, with nearly 2 million followers, contribute to this organic promotion. ✅ In-Store Experience: The heart of Trader Joe’s marketing lies within its stores. Each location focuses on creating an inviting atmosphere. From artistic sign designs to fresh flowers at the entrance, they prioritize in-store aesthetics. Smiling cashiers and free samples throughout the store are subtle yet effective marketing strategies. Employees even consider free samples as the “Holy Grail of advertising.” ✅ Unique Products: Trader Joe’s offers distinctive products that you won’t find elsewhere. With over 80% of their inventory being store-brand items, they create exclusivity. Where else can you buy Bourbon Vanilla Bean Paste or Gluten-Free Pumpkin Ravioli? This uniqueness encourages repeat visits. ✅ Word of Mouth: Articles like this one contribute to the free advertising loop. By discussing Trader Joe’s, we inadvertently become part of their promotional strategy, reinforcing the store’s longevity

Trader Joe's has a unique approach to advertising. Unlike most companies, it doesn’t rely on traditional commercials, billboards, or digital banners to promote its brand. So how does it do it? ✅ Customer Loyalty: Trader Joe’s has an exceptionally loyal customer base. Social media is flooded with posts showcasing Trader Joe’s grocery hauls, taste tests, and new product discoveries. Influential accounts like @traderjoeslist on Instagram, with nearly 2 million followers, contribute to this organic promotion. ✅ In-Store Experience: The heart of Trader Joe’s marketing lies within its stores. Each location focuses on creating an inviting atmosphere. From artistic sign designs to fresh flowers at the entrance, they prioritize in-store aesthetics. Smiling cashiers and free samples throughout the store are subtle yet effective marketing strategies. Employees even consider free samples as the “Holy Grail of advertising.” ✅ Unique Products: Trader Joe’s offers distinctive products that you won’t find elsewhere. With over 80% of their inventory being store-brand items, they create exclusivity. Where else can you buy Bourbon Vanilla Bean Paste or Gluten-Free Pumpkin Ravioli? This uniqueness encourages repeat visits. ✅ Word of Mouth: Articles like this one contribute to the free advertising loop. By discussing Trader Joe’s, we inadvertently become part of their promotional strategy, reinforcing the store’s longevity

If you didn't see this ad phenom when it happened, the video is worth a watch! 👀 Thanks for posting this Jesse Pujji! 👍 This was one of the best examples of an effective and low cost go-to-market campaigns of its time and shows the benefit of: 🤩 Knowing your market's needs 🗺 Knowing the customer journey 🤬 Speaking the language that resonates with your market 💸 Making the product easy to adopt/buy I saw lots of companies trying to replicate this after the fact, and I still see some ads today modeled on this. This shows that you *don't* have to have huge budget to have great marketing! 💯 #founders #startups

What is Test Marketing Regardless of the outlets chosen, test marketing of the product in the sales area is very important. This is imperative when the product is new or different from what is already in the market. Manufacturers should work with retailers to decide how much advertising and promotions are needed to convince consumers to buy their product. A good way to start a test marketing is to take samples to store managers and convince them that selling it will make them money. The samples should be ready for consumers to test. Selling them at a discounted or free price is a good way to entice consumers to try a new product. It is important to know what consumers think about the product and their suggestions for improving it. When conducting a test marketing, it is essential to determine how the product competes with other products. Calculate how many competing products are in the store, buy them, and then compare them. Don't forget the importance of location for any store. Certain places are visited by customers more than others. This means that the possibility of customers buying your product is higher in these places. The best display locations for new products are at the end of the aisle or at the cashier. There is a preferred shelf height that you choose to place your product where people can see it without looking up or down. Advertising Advertising is a controlled communication about a product through symbols and language that tells what a product or service will do for the consumer. A proper understanding of advertising is a powerful management tool. It has a strong impact for similar products that can be differentiated in terms of quality. Consumer information can be gathered by giving samples to consumers or retailers. This information may give consumers a reaction to a new product in that location. Regardless of the quality of advertising, remember that your product must compete on its own. Brand advantage cannot be achieved if the product fails to meet consumer expectations. A comprehensive advertising program can give consumers a good idea of what the product will do for them compared to other products. If consumers are convinced, they will buy the product.

Your product might be brilliant, but without the right market push, it's as good as dead. Let’s talk facts and numbers: - Apple: Spends over $1 billion annually on marketing. Apple’s brand dominance is a testament to the importance it places on reaching customers. - The Coca-Cola Company: Invests around $4 billion in marketing each year, accounting for nearly 15% of their revenue. This massive investment maintains Coca-Cola's global presence. - Amazon: Allocated nearly $10 billion to marketing in 2022. Amazon’s brand reach, customer loyalty, and brand recognition are the results of consistent marketing efforts. - Nike: Nike spends approximately 10% of its revenue on marketing, with a budget of $3.8 billion. Their targeted campaigns help them stay at the forefront of sportswear globally. Still not convinced? - According to a Gartner survey, companies allocate about 10.5% of their total revenue to marketing on average. - 62% of business leaders consider marketing as a key investment to drive revenue growth. - For every $1 spent on email marketing, there’s an average return of $36 – a statistic that demonstrates marketing’s direct impact on profitability. Now, take a look at this - - Steve Jobs (Apple): Marketing is about values. Jobs believed that marketing was key to connecting emotionally with customers. - Jeff Bezos (Amazon): Your brand is what people say about you when you’re not in the room. Bezos highlights the importance of brand image and constant customer engagement. - Richard Branson (Virgin Group): Known for saying, "The Virgin brand is about inclusiveness and fun.” Branson has always placed marketing at the heart of Virgin's business approach. The Facts Are Clear: Why Marketing Is Everything Still, have a doubt? - 90% of startups fail, and a lack of effective marketing is one of the primary reasons. - 5X: It costs five times more to acquire a new customer than to retain an existing one, making marketing vital for both acquisition and retention. - Companies that prioritize marketing see a 1.5x higher revenue growth rate than those that don’t. Proof That It Works Tesla: Spends $0 on traditional advertising, but leverages strong branding and word-of-mouth to build a loyal customer base. Red Bull: Known for its creative campaigns and partnerships, Red Bull’s marketing budget of over $2 billion fuels global reach and brand recall. Without Marketing, You’re Invisible. Embrace marketing, or risk losing the game!

In 2019, Burger King turned traffic nightmares into a marketing masterstroke. Here's how they increased orders by 63%: Mexico City's traffic is a gridlock nightmare. Traditional delivery couldn’t cope with the congestion. So, Burger King asked, "What if we deliver to drivers while they’re stuck in traffic?" The Solution: Burger King tapped into real-time traffic data to find the worst traffic jams. They created geofenced delivery zones that activated when traffic slowed to a crawl—ensuring delivery in the heart of the congestion. Orders could be placed through the BK app or interactive billboards. The app’s voice-command feature meant drivers could order hands-free—keeping safety a top priority while in motion. Motorcycles, instead of cars, were used to navigate through the gridlock. This bold move ensured that BK could deliver food directly to cars even in the worst traffic jams. BK collaborated with Waze and Google Maps to monitor traffic in real-time and push ads directly to drivers in the congested zones. Digital billboards further enhance visibility and engagement. The campaign yielded a 63% increase in delivery orders during peak hours. It didn’t just boost sales; it turned BK into a beacon of innovative thinking and earned them multiple awards, including a Cannes Lions. Burger King transformed a common frustration into a unique marketing edge. I run Swipelabs.io - we know how to help companies go viral in 2024 across social media platforms. We've generated over 1,000,000,000 impressions for our clients over the last 2.5 years. DM me to work together.

The ROPO Effect in Marketing: Research Online, Purchase Offline The ROPO effect is a marketing phenomenon that occurs when a consumer researches a product online but ultimately purchases it in a physical store. This trend has been growing in recent years, as more and more people use the internet to research products before making a purchase. There are a number of reasons why the ROPO effect occurs. One reason is that consumers want to be able to see and feel a product before they buy it. This is especially true for products that are expensive or that involve a significant investment. Another reason for the ROPO effect is that consumers want to be able to get help from a salesperson if they need it. This is especially true for products that are complex or that require some level of technical expertise. Finally, the ROPO effect can also be attributed to the fact that consumers often want to be able to return or exchange products in person. This is especially true for products that are not as described or that do not fit properly. The ROPO effect can have a number of implications for businesses. First, it means that businesses need to have a strong online presence. This includes having a website that is easy to use and that provides detailed information about products. Second, businesses need to make it easy for consumers to purchase products online. This includes offering a variety of payment options and making sure that the checkout process is simple and straightforward. Finally, businesses need to make it easy for consumers to return or exchange products in person. This can be done by having a physical store or by offering a free and easy returns policy. Here are some tips for businesses on how to leverage the ROPO effect: Make sure your website is mobile-friendly. More and more people are using their smartphones and tablets to research products online. Make sure your website is optimized for mobile devices so that consumers can easily find the information they need. Offer detailed product information. Consumers want to be able to learn as much as possible about a product before they buy it. Make sure your website provides detailed product descriptions, images, and reviews. Make it easy for consumers to contact you. Consumers may have questions about a product or they may need help with the checkout process. Make sure it is easy for them to contact you by phone, email, or live chat. Offer free shipping and returns. Consumers are more likely to buy a product online if they know they can get it shipped to them for free and that they can return it for free if they are not satisfied. Use social media. Social media is a great way to connect with potential customers and to promote your products. Make sure you are active on social media and that you are sharing interesting and informative content. By following these tips, you can leverage the ROPO effect to increase sales and grow your business.