Alcone Marketing Group – Consumer Lab

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

It’s American Brandstand: Marketers Underwrite Performers

As record labels
struggle to adjust to a harsh new digital reality, other companies are stepping
up their involvement in music, going far beyond standard endorsement contracts
and the use of songs in commercials. Procter & Gamble, for example, is
joining Island Def Jam in a joint venture called Tag Records, a label that will
sign and release albums by new hip-hop acts. It is named after the body spray
that P&G acquired when it bought Gillette.

~A

It’s American Brandstand – Marketers Underwrite Performers – NYTimes.com
The hip-hop and R&B producer Jermaine Dupri has discovered best-selling acts like Kris Kross and Da Brat, has produced hits for Mariah Carey and Jay-Z, and now runs the urban music division of the Island Def Jam Music Group. He’s also looking for fresh talent for a new label financed by a company new to the music industry.

The new player? Procter & Gamble.

The
consumer goods giant is part of a wave of companies getting into the
music business to promote their own products, essentially becoming
record labels themselves.

Filed under: advertising, celebrity, Consumer

Nestle Purina’s Alpo Looks For New Face With Video Contest

The winning dog and its owner will also get a trip for two (plus dog) to
Hollywood to spend a day with an animal trainer, do a meet-and-greet with
canine celebrities from TV and film, tour L.A. animal film landmarks and get
spa treatments for both dog and owners. In addition, there will be a hometown
celebration, $10,000 in cash and a one-year supply for Alpo.

~A


MediaPost Publications – Nestle Purina’s Alpo Looks For New Face With Video Contest – 06/24/2008
Consumers have until July 27 to upload videos of their dogs at their hungriest for the chance to have their favorite canine’s mug plastered on 2.5 million cans of Alpo and in national print ads come September.

Filed under: advertising, celebrity, Consumer, dogs, pets

Nothing Sells Like Celebrity

Using celebrities for
promotion is hardly new, but over the last decade, corporate brands have
increasingly turned to Hollywood celebrities and musicians to sell their
products. Stars showed up in nearly 14% of ads last year, according to Millward
Brown, a marketing research agency.

Some consumers don’t really trust celebrities, but they still run out to buy
their perfumes or fashions for two reasons. First is the emergence of Web sites
and magazines that chronicle the mundane, daily activities of stars on a 24/7
basis. The other new force has been the explosive growth and mainstreaming of
urban hip-hop music and marketing moves by artists like Sean Combs, Shawn
Carter (better known as Jay-Z) and Jennifer Lopez

~A

Nothing Sells Like Celebrity – The Boom in Endorsements – NYTimes.com
EARLY last year, marketing executives at Totes Isotoner, a Cincinnati company that had spent the previous 30 years churning out a reliable lineup of humble umbrellas, crowded around a computer and listened to a teenage singer from Barbados named Rihanna breeze through a tune titled, appropriately, “Umbrella.”

Filed under: advertising, celebrity, Consumer, trends

How to Get Your Brand on ‘Oprah’

Want to get your brand on Oprah? The fabled hawker-donor of Pontiacs and patron saint of everything from soft-rock sensation Josh Groban to Boudreaux’s Butt Paste doesn’t do structured brand-integration deals or, technically at least, live commercials. And her company, Harpo Productions, tightly controls advance and post-publicity about the praise that gets parceled out.

~A

How to Get Your Brand on ‘Oprah’ – Advertising Age – Madison+Vine: News
BATAVIA, Ohio (AdAge.com) — She’s the queen of commercial endorsement, launch pad for four dozen books on the top of The New York Times bestseller list, fabled hawker-donor of Pontiacs and patron saint of everything from soft-rock sensation Josh Groban to Boudreaux’s Butt Paste.

Filed under: advertising, celebrity, Consumer, TV

‘Sex/City’ Poised To Become Era’s ‘Feel-Good’ Movie

Look for Americans to embrace and buy merchandise related to pre-Sept.
11 nostalgia across many product lines and services as a way to weather tough
times, trend spotter Faith Popcorn says. Brand guru Robert Passikoff says the
movie will cause a life in fashion sales, as did the TV show.

~A

MediaPost Publications – ‘Sex/City’ Poised To Become Era’s ‘Feel-Good’ Movie – 06/02/2008
Brands looking to sweep consumers off their feet to escape the recession, global warming and the war in Iraq might want to take a closer look at Carrie Bradshaw and friends.

Filed under: advertising, celebrity, Consumer, fashion

A Few Tremors in Oprahland

Could Oprah’s reign at the top be coming to an end?

~A

A Few Tremors in Oprahland – NYTimes.com
LOS ANGELES — Oprah Winfrey is still the queen of all media, but her crown is beginning to look a bit tarnished.

The average audience for “The Oprah Winfrey Show” has fallen nearly 7
percent this year, according to Nielsen Media Research — its third
straight year of decline. “Oprah’s Big Give,” an ABC philanthropic
reality show, beat every program on television except “American Idol”
in its premiere week this winter, but steadily lost nearly one-third of
its audience during the rest of its eight-week run, according to
Nielsen.

Filed under: celebrity, Consumer

Dead Celebrity Walking: Latest Post-Mortem Popularity Rankings

Most marketers use Q data to assess the existing appeal and attention-getting
power of deceased celebrities who may tie in well with their messages. Using
Fred Astaire as a dancing partner for a Dirt Devil presumably worked because of
its light-hearted way of employing Astaire’s flair for making extraordinary
moves look easy.

~A

MediaPost Publications – Dead Celebrity Walking: Latest Post-Mortem Popularity Rankings – 04/04/2008
DEATH CAN’T KEEP A GOOD celebrity down — a reality that marketers caught onto long ago.

Indeed, the famous deceased are so in demand for advertising and marketing of all stripes that Forbes last October published its seventh annual list of “Top-Earning Dead Celebrities — which, by the way, showed that the top 13 raked in $232 million in combined revenue during the previous 12 months.

Filed under: advertising, celebrity, Consumer,

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