Archive for the ‘Consumer Marketing’ Category
The old soda wars used to involve the “man on the street” blind taste test ads. Today, Pepsi is seizing the social media moment and engaging the public to do good. Since women make 80% of the consumer decisions, are the majority of socially responsible consumers and lead the use of social media it seems that Pepsi is targeting the woman consumer.
Their new campaign “be sociable, have a Pepsi” speaks right to the heart of what women want – a company:
1. with a social conscious that does good;
2. that taps people’s collective creativity; and
3. that connects people to each other.
You can see the campaign at: refresheverything.com.
Stuart Elliot, in today’s New York Times, covers the Pepsi push: ”Pepsi-Cola is formally introducing on Monday an ambitious campaign named the Pepsi Refresh Project, aimed at doing well by doing good. The brand…
Draftfcb’s Gigi Carroll released her nine tips for marketing to women in the recession:
1. “Authentic value” is the new price of entry. Only what is good, trusted and worthy will win the race in the minds of today’s women. And those who adapt first, will lead the pack.
2. Little luxuries are always and still appreciated – be it a candle, fabric softener, new shampoo, perfume or chocolate. These little luxuries are more important than ever because they make women feel special, happy, complete and optimistic.
3. Big luxuries are still sought, but more selectively. Witness DeBeers new “Fewer, Better Things” campaign that was conceived with the thought that “things with enduring value are better perceived than those that are disposable.”
4. Functional luxuries, such as cell phones, iPods, and high speed internet, are all seen as essential, and still-necessary objects.
5. Practicality can be profitable. Be it big screen…
A new report by Forrester Media suggests In order to effectively engage “empowered women” online, consumer packaged goods brands must design campaigns that enhance communication and aid in consumers’ decision-making and influence. They warn marketers to pick a specific audience to talk to so as not to sound too generic, and then create campaigns around that audience’s behaviors rather than brand objectives.
About this blog
Lisa Chen and Lisa Witter
are the authors of The She Spot: Why Women are the Market for Changing the World and How to
Reach Them. They are also both
senior strategists at Fenton Communications, the nation’s largest public
interest communications firm. [