Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Nike, Coke ring in the New Year with call to fitness ads

Coca-Cola is announcing today a two-year deal beginning Tuesday with cable
on-demand fitness network ExerciseTV that will place Coke’s Enviga green tea and
brand images on some of the channel’s 200 workout shows and create original
Enviga programming.

Nike, meanwhile, returns as a title sponsor for MTV’s
New Year’s celebration and will kick off a TV and billboard fitness campaign
around its “No Excuses” theme. Throughout MTV’s Tila Tequila’s New Year’s Eve
Masquerade 2008, Nike will air a 60-second ad with U.S. Paralympics basketball
player Matt Scott, who sits in an empty gym bouncing two basketballs while
rattling off excuses people use to duck workouts. A giant Nike billboard going
up Monday in Manhattan will spew motivational messages throughout the month. The
first: “Yesterday you said tomorrow.”

~A

Nike, Coke ring in the New Year with call to fitness ads – USATODAY.com
NEW YORK — Getting in shape is the perennial New Year’s resolution that brings a surge in ads for Weight Watchers, gym memberships and fad diets. Joining them in ringing in the new year with a call to fitness will be Nike and Coke.

Friday, Coca-Cola (KO) will announce a two-year deal beginning Tuesday with cable on-demand fitness network ExerciseTV. A deal for undisclosed terms will place Coke’s Enviga green tea and brand images on some of the channel’s 200 workout shows and create original Enviga programming. Enviga claims to help burn calories by speeding up metabolism with green tea extracts and caffeine. Three daily servings can increase calories burned by 60 to 100, the company says.

Filed under: Consumer, CPG, exercise trends, health, TV, VOD

How to market to the modern mom

According to a recent survey of 3,500 U.S. mothers by BSM Media, 65% feel that
they are “under-served” by advertisers either because the executions don’t
resonate with them or the ads do not address them. By some estimates, moms spend
$2.1 trillion a year–about 15% of the entire U.S. economy.

Magazines
tend to be more effective at catching a mom’s eye than newspapers. Moms read an
average of 4.1 magazines a month, according to BSM. Radio works, too, because
moms spend a lot of time in the car. Moms are also increasingly online–71% use
the Internet to research purchases–and how-to videos hit home.

~A

How to market to the modern mom – Forbes.com- msnbc.com
Marketers know that mothers make most household purchasing decisions. By some estimates, moms in the U.S. spend $2.1 trillion a year — about 15 percent of the country’s entire economy.

What marketers may not know, however, is that this segment is still ripe for the picking.

Filed under: advertising, Consumer, digital, families, Internet, magazines

Hotels Go to the Dogs

In a bid to attract pet owners, hotels have been welcoming animals. That may be bad news for people with allergies.

~A

Hotels Go to the Dogs – WSJ.com
People who don’t like pets like them even less at $400 a night.

In a bid to attract pet owners, hotels have been welcoming pets in greater numbers in recent years. Nearly half of U.S. hotels accept pets, according to the American Hotel and Lodging Association’s 2006 annual survey, up from about 30% 10 years ago. Many now offer elaborate pet-friendly perks, from “canine cocktail hours” at the Hotel Indigo chain to “rover relaxation massages” at Peninsula Hotels.

Filed under: Consumer, dogs, pets, travel, trends

Discover Tries Nurturing Parents

The Discover credit card has a new marketing partnership with Parents
magazine, the nation’s most popular glossy about the world’s most
demanding job.

~A

Discover Tries Nurturing Parents – New York Times
IN a bet that managing your finances is like raising your child — trying, but rewarding — the Discover credit card has a new marketing partnership with Parents magazine, the nation’s most popular glossy about the world’s most demanding job.

Created by the media agency Starcom USA of Chicago, the Discover
campaign is aimed at getting droves of Parents readers to sign up for
the perennially also-ran Discover card, which is dwarfed in market
share by Visa, MasterCard and American Express.

The
campaign does not try to bombard frazzled mothers with financial advice
or credit card applications. Rather, like a good parent, Discover is
taking a gentle and patient approach: it has placed a soft-sell
campaign in Parents magazine and on its Web site, and has signed on as
a sponsor of ParentsTV, a broadband television channel and Internet
site presenting videos about parenting.

Filed under: advertising, Consumer, families, financial, Moms

Consumers Resolve: Lose Weight, Quit Smoking, New Job

But thanks to economic worries, “we expect people to focus a lot of time and
energy improving their careers and getting out of debt,” Nielsen reports. It
expects resolutions related to debt reduction to increase sharply. And it says
resolutions related to saving money will rise, from 11% to 24% of all
finance-related resolutions.

~A

MediaPost Publications – Consumers Resolve: Lose Weight, Quit Smoking, New Job – 12/28/2007
LOSING WEIGHT AND QUITTING SMOKING aren’t just some of the most common resolutions Americans make every year–they are some of the most lucrative. The Nielsen Company estimates that in January, consumers will spend more than $61 million on anti-smoking aids, and more than $47 million on diet aids. The Schaumberg, Ill.-based company says anti-smoking products generated 8.7% of annual dollar sales in January last year, while nutritional diet aids generated 9.9%.

Filed under: Consumer, diet, living target

Crown Imports to Hoist Beer to the Masses

Crown Imports plans to aim for the non-Hispanic market for Mexico’s Modelo brand beer.

~A

Crown Imports to Hoist Beer to the Masses – WSJ.com
Can a beer cherished by Mexican-Americans become a hit in the general U.S. market?

Next year, Crown Imports, the importer of Modelo Especial, plans to advertise the Mexican lager to a general audience for the first time. The company will run ads in male-oriented magazines such as Esquire, Golf, Wired and Rolling Stone, aiming to reach consumers who like to sample an array of beers.

Filed under: advertising, Beer, Consumer, Men

A Chorus of Dog Whisperers

Finding a dog owner nursing daydreams of becoming a trainer has become about as difficult as finding a waiter with a headshot.

~A

Pets-Dogs – New York Times
WHEN Doug Finley of Sparta, N.J., contemplated leaving commercial photography two years ago, he considered the standard advice given to those at a professional crossroads: do what you love.

That made him think of Elle, the well-mannered cockapoo he and his wife got in 1993.

“I was in love with her,” said Mr. Finley, who is 54. “I figured I’d
done so well training her that maybe I should become a dog trainer.”

Join the club.

Filed under: Consumer, dogs, pets, trends, TV

Shifting Coupons, From Clip and Save to Point and Click

Coupon giant Valassis will be bringing its world of couponing into cyberspace in January. The idea is to lure shoppers — particularly women — online with the
promise of coupons, then keep them on the site with other content, like
Consumer Reports-style product reviews and a searchable database of
recipes, á la Epicurious.com.

~A

Shifting Coupons, From Clip and Save to Point and Click – New York Times
COUPON lovers, take heart. The era of waiting, scissors in hand, for the Sunday newspaper circular is over.

On Jan. 3, Valassis Communications, which distributes paper coupons for products like Eggo waffles and Dr Pepper cola, will take a giant leap onto the Internet by introducing a portal for coupons called RedPlum.com. Until now, Valassis had distributed coupons primarily through newspaper inserts and snail mail envelopes.

Filed under: advertising, Consumer, coupons, digital, Internet, Promotions, websites, Women

Major Retailers Feel the Squeeze From Consumers

Once seemingly invincible marquee chains like Coach, Starbucks and
Abercrombie & Fitch are settling for ho-hum growth this winter.

~A

Major Retailers Feel the Squeeze From Consumers – New York Times
As the nation’s merchants began poring — or weeping — over holiday sales receipts Wednesday, a surprising pattern emerged: even brands that for years have inspired the undying devotion of shoppers felt the pinch of tightening wallets.

Once seemingly invincible marquee chains like Coach, Target, Starbucks and Abercrombie & Fitch are settling for ho-hum growth this winter, after surpassing even the most rosy expectations season after season.

Though they sell very different products, at very different prices,
these companies all shared the same bragging rights. Their customers
considered them indispensable, even expressions of who they were.

But in this turbulent economy, the indispensable is becoming disposable.

Filed under: clothing, Consumer, gift giving, holidays, luxury, shopping, trends

Holiday Shoppers Greened Up Their Act, Survey Finds

When consumers had the opportunity, they purchased gifts to fit their social
conscience,” says KPMG. “The ‘green quotient’ and a product’s country of origin
have become important concerns for shoppers, due mainly to recent publicity on
the environment and manufacturing issues in emerging markets.

~A

MediaPost Publications – Holiday Shoppers Greened Up Their Act, Survey Finds – 12/27/2007
BELIEVE IT OR NOT, THE economy wasn’t the only thing on shoppers’ minds this holiday. Concerns about planet Earth and global manufacturing also influenced where consumers shopped for holiday gifts this season, reports KPMG in its annual National Shopping Behavior Survey.

To be sure, the economic issues that have kept prognosticators up at night were also a major factor, with only 30% of those polled planning to increase holiday spending (compared with an average of 36% in the three prior annual surveys.)

Filed under: eco-friendly, environment, gift giving, holidays, trends

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