Madison Ave Insights

Tag Archives: Consumers

VIZIO Turns a Medium into a Community

Posted in Advertising, Marketing, Media, Social Media

Social media can be challenging with its many channels and niche audiences. Where does a brand start? And how do brands tie their efforts together? VIZIO, the nation’s largest seller of flat panel televisions, answered these questions by creating its own social network, called Fandemonium.

By leveraging a sponsorship begun in 2010, VIZIO first launched Fandemonium at the 2013 Rose Bowl game; encouraging fans to cheer and jeer plays for a chance have their pictures displayed on the stadium jumbotron.  Fandemonium participation – including store check-ins as well as viewing and writing product reviews – is rewarded with points that members can redeem from VIZIO, or one of its Fandemonium partners, which include Hulu, Netflix, and ESPN.

The genius behind … Continue Reading

Marketers Predict Trends to Watch in 2014: Insights from Dunkin’ Brands® President, Global Marketing and Innovation, John Costello

Posted in Advertising, Marketing

It sure didn’t take long for 2014 to shift into high gear.

Little more than two weeks into the New Year, we’re already knee deep in stories with big implications for marketers in the retail sector (charged anything at Target lately?), sports marketing (the ruling on Alex Rodriguez’s suspension for the 2014 season), and the food services industry (with Hershey’s announcement of 3-D printed chocolate).  As Ron Burgundy would say: “That escalated quickly.”

With the news of early 2014 in mind, I reached out to some of the most knowledgeable marketers in those three sectors, and over the course of the next three weeks, I will share with you their predictions about what the rest of 2014 will hold for … Continue Reading

What’s Next in 2013: A Lesson in Trendspotting with Marian Salzman

Posted in Advertising, Digital, Marketing, Media

Spotting industry trends and making forecasts for a year ahead is a challenge, especially in an age of constant change and technological developments.  The way I see it, in terms of trends, it is critical to seek out the best when you need to spot trends and discern the real change elements at work.  After offering my year in review and looking back at the trends in 2012, it’s time to also look ahead.  We are at the dawn of a new year – a year filled with potential and uncertainty.  So, let’s get some clarity on what the future holds.

The Way the Industry Sees It

I had the pleasure of speaking with Marian Salzman, CEO of Havas … Continue Reading

2012 Holiday Shopping Season: Significant Changes in Only Five Years

Posted in Advertising, Digital, Mobile

2012 is projected to be a big holiday shopping season, with consumer spending expected to return to near pre-recession levels.  The National Retail Federation’s 2012 consumer holiday spending survey forecasts that the country’s holiday spending will rise 4.1% to about $586 billion – the most optimistic forecast since the recession.  But a lot has changed since the pre-recession 2007 holiday shopping season.  The consumer shopping experience has seen significant changes in these past five years, and the holiday shopping season is different today than it was then – a sign of the technological advances that have been made, as well as the strides retailers and advertisers are making with digital, data, social media, and mobile.

The Way I See It… Continue Reading

Brand Protection Concerns for Wildfire Consumer Sensations

Posted in Advertising, Marketing

The holidays are swinging into full gear, what better time to… reminisce?  Every year, it seems there is a new “hot” item on the shelves that our children, family, and friends have on the top of their wish lists to Santa.  I will never forget the Ty® Beanie Babies phenomenon, the holiday season when people of all ages were frantically hunting for Tickle Me Elmos, or those Tamagotchi keychain games that flew off the shelves faster than you could say “Tamagotchi.”

All of these hot-ticket items were wildfire brands – they launched onto market and became overnight hits with consumers.

And though product makers are thrilled with such rapid-fire consumer hits, there are a number of brand protection concerns that … Continue Reading

Are Mobile Payment Apps the Next Big Thing?

Posted in Advertising, Digital, Mobile, Privacy

Cash and credit and debit cards are certainly dominant in the payment space today.  Some think change will never happen, but they are dead wrong.  Mobile payment is in its infancy, but the benefits are clear:  simplicity, convenience, relevance, and targeted offers and rewards.  No more wallets with multiple cards, just one device.  And this is only the beginning. 

Consumers and retailers are eager to participate.  Starbucks – a market leader – already offers a popular payment app.  It has now moved further into mobile payments by partnering with Square to allow mobile payment at all of its 7,000 U.S. stores.  Customers may soon even be able to pay with their phones while they’re still in their pockets.  With Square, … Continue Reading

Choices, Choices: Do Consumers Really Know What They Want?

Posted in Advertising, Digital, Marketing

Increased mobility and access to information with digital media and mobile gives consumers real power to shape the marketplace.  Yet consumers can be fickle and easily distracted, to say the least.

With so many options and constant change, the question for advertisers is:  how do we determine what reasonable consumer behavior and perceptions are when the norm is rapid change?  Let’s look at some examples of what it means to be “reasonable.”

In a recent class action lawsuit, consumers claimed they were deceived into believing Fruit Roll-Ups and Fruit by the Foot snacks are made with real fruit.  Using the word “fruit” in the name, along with images of fruit on the packaging, could be enough for a “reasonable” consumer … Continue Reading

Gearing Up for the 34th Annual PMA Marketing Law Conference

Posted in Advertising, Digital

It’s hard to believe it’s already mid-November.  The Presidential election is now behind us and the devastation of Hurricane Sandy is still all too real for many on the East Coast.  This week, many in the marketing and promotion industry are heading to the Windy City for the 34th Annual Promotion Marketing Association Marketing Law Conference.  This year’s conference is titled, “Converging Platforms & Diverging Laws” and I’m honored to be giving a keynote address again this year.  Throughout the PMA Conference this week, I’ll be sharing my thoughts and perspectives with you.

The Promotion Marketing Association is one of the largest and most influential industry trade associations and has been since its inception in 1911.  PMA represents businesses … Continue Reading