Archive for February, 2010
3.3 Billion coupons redeemed in 2009
Posted by Rob Fields in Promotion tactics, couponing on February 24th, 2010

A recent press release from Inmar indicates that, for the first time in 17 years, more coupons were redeemed in 2009 than the year before. In fact, coupon redemption increased an astounding 27% over the 2.6 billion redeemed in 2008.
Some points to note:
- Brands issued 367 billion coupons in 2009
- Average face value was $1.44
- Internet distribution of coupons was up 92%
- Newspaper-distributed FSIs still account for 89% of all coupons distributed and over half of coupons redeemed
- Face values declined by $0.01, reversing a multi-year trend of increasing values
- Expiration periods were shortened by 10%, despite years of virtually no change
Read the full press release here.
2010 Annual: Avatar case study, Measuring loyalty + more
Posted by Rob Fields in Consumer Insights, Entertainment Marketing, PMA Events on February 23rd, 2010
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More great speakers and sessions have been added to the lineup of our upcoming 2010 Annual Integrated Marketing Conference. Join us in Chicago on March 23-24 and you’ll hear:
- Avatar case study in 3-D. Anna Roca, SVP, International Promotions, Twentieth Century Fox, about the global marketing strategies and promotional partnerships for James Cameron’s record-setting blockbuster! Anna will showcase some of the film’s international partners’ marketing and talk about the importance of 3-D marketing: Going Deep with a Diverse set of partners and Delivering with the product.
- The Bottom Line on Loyalty. Dr. Candace Adams (r), the president of SmartRevenue’s Global Retail
Strategy Group, and formerly the senior director of Walmart USA’s Brand and Consumer Insights group, will argue the case that loyalty is the ultimate test of whether your Integrated Marketing is working. Since only 5% of shoppers are loyal to a single retailer, planning for the future based on past performance alone results in knowledge gaps. Insights must provide the emotional and psychological components of purchase behavior. Looking across 8 key retail channels, SmartRevenue has conducted a groundbreaking study, and will share insights that reveal shopper- and consumer-centric strategies to increase sales, shopability and differentiation. - The Media is the Message or is the Message the Media? Immediately following his keynote, Don Schultz moderates a panel of representatives from four (4) different media vehicles to follow-up his keynote presentation. The group will tackle the question of what the industry must do in a world where the most efficient media delivery is no longer the most effective.
Check out the full agenda and register now!
Changed Consumers and Experiential Marketing
Posted by Mark Biggin in Experiential Marketing on February 22nd, 2010
In the midst of the past 18 months events; an historic Presidential race, ravaging recession, global terrorism, advances in technology and general unease and concern in the markets, nothing has changed more than the consumer. In an article in US News on January 15, 2010 Rick Newman highlighted the changes in the consumer. Here are the some of the more prominent changes:
1. Less credit, more cash
2. Greater suspicion
3. Less brand loyalty
4. Smaller is bigger
5. Decluttering
6. Frugality
7. Less waste
8. More negotiating
9. Redefining success
There are others but these raise interesting and provocative challenges for brands in the new world economy. As consumers retract, spend less, downsize, look for quality of life, marketers have to redefine what they do.
It used to be that a brand could sample anything and that was cool. Swag and premiums would translate to brand favorability. It really didn’t matter what was given away, as long as it was given away that was enough.
Not anymore.
The new currency with the changed consumer is VALUE. We need to challenge ourselves with each new strategy, tactic and objective to find the core value in the exchange in order to win the loyalty of this new consumer.
What is VALUE? Traditionally it is defined by the worth, importance or appreciation that a person places on a product, service or experience. Did the exchange improve my life? Did I learn something? Will this help my life and allow me to reach my goals?
Topshop, a store in New York has a professional photographer on site that photographs its customers and posts it immediately on FACEBOOK. They have taken the shopping experience and immediately found VALUE by combining it with its customers desire to share with friends in real time. It isn’t just about the clothes anymore, but the experience and the immediacy of sharing.
Ultimate Medical Academy, a fast growing health education organization, teaches each of its students’ important life skills as part of its curriculum. It’s Learn, Build, Success course provides students with life skills that not only enhance job placement but also betters their lives in appreciable ways thereby furthering the reputation of the school.
As we create experiential activities both on and offline, we must be cognizant of where the VALUE is everything we do. What are we bringing to the table that wasn’t there previously? Are we part of our consumer’s redefined definition of success? If not, why not? More importantly, what can be done to do so? It is critical, as our consumers will demand it and success will come to those that heed this call.
Gary Kleinman
President
Sister Agency to Centra Marketing & Communications, llc.
2010 REGGIE Finalists Announced
Posted by Rob Fields in PMA Events, REGGIES on February 19th, 2010

Congrats to all who made the finals in each of our eighteen (18) categories! Check out the full list here.
Tickets to the REGGIE Gala are included with registration to the Conference REGISTER HERE or by Table or individually. REGISTER HERE FOR REGGIE ONLY TICKETS.
Supreme Court Holds Law Prohibiting Corporate Funding of Political Speech Unconstitutional
Posted by Jason Gordon in Marketing Law on February 17th, 2010
For the first time in our history, a President of the United States criticized the Supreme Court in the State of the Union address. Equally as surprising was Justice Alito’s response to the President’s criticism. The controversy involves a landmark 5-4 decision in Citizens United v. Federal Election Commission.
The case held that laws prohibiting corporate funding of independent political broadcasts in primary elections are an unconstitutional prohibition on free speech in violation of the First Amendment.
The case centers around section 203 of the Bipartisan Campaign Reform Act of 2002 (”BCRA”) (also known as McCain-Feingold campaign finance reform), which prohibits corporations and unions from using their general treasury funds to make independent expenditures for speech that is an “electioneering communication” or for speech that expressly advocates the election or defeat of a candidate. An electioneering communication is “any broadcast, cable, or satellite communication” that “refers to a clearly identified candidate for Federal office” and is made within 30 days of a primary election, and that is “publicly distributed,” which in “the case of a candidate for nomination for President…means” that the communication “[c]an be received by 50,000 or more persons in a State where a primary election…is being held within 30 days.” Corporations and unions may establish a political action committee (”PAC”) for express advocacy or electioneering communications purposes. In Austin v. Michigan Chamber of Commerce, the Supreme Court held that political speech may be banned based on the speaker’s corporate identity.
In January 2008, Citizens United, released a documentary critical of then-Senator Hillary Clinton, a candidate for the Democratic party’s Presidential nomination. Anticipating that it would make the documentary available on cable television through video-on-demand within 30 days of primary elections, Citizens United produced television ads to run on broadcast and cable television.
Concerned about possible civil and criminal penalties for violating the BCRA, Citizens United sought declaratory and injunctive relief, claiming that the law was unconstitutional as applied to the documentary; and (2) the BCRA’s disclaimer, disclosure, and reporting requirements were unconstitutional as applied to the documentary and the ads. The District Court rejected Citizens United’s arguments, and it appealed.
The Supreme Court held that Austin is overruled, and thus provides no basis for allowing the Government to limit corporate independent expenditures. Accordingly, the BCRA’s restrictions on such expenditures are invalid and cannot be applied to Citizens United’s documentary. Given this conclusion, the BCRA’s restrictions on independent corporate expenditures were also overruled. Some believe that foreign corporations may arguably be able to advertise and influence the nation’s political process until Congress passes a new finance reform law.
However, the Court held that BCRA’s disclaimer and disclosure requirements are valid as applied to the ads for the documentary and for the documentary itself. Section 311 requires that televised communication must display (1) “the name and permanent street address, telephone number, or World Wide Web address of the person who paid for the communication,” and (2) a statement “that the communication is not authorized by any candidate or candidate’s committee.” 2 U.S.C. 441d(a)(3); 11 C.F.R. 110.11(b)(3). The televised communication must also include a statement that the entity funding the communication “is responsible for the contact of this advertising,” and that the statement must be both (1) made orally by a representative of the entity making the communication and (2) printed “for a period of at least 4 seconds” in text meeting specified size and contrast requirements. 2 U.S.C. 441d(d)(2); 11 C.F.R. 110.11(c)(4).
Although the court noted that disclaimer and disclosure requirements may burden the ability to speak, they impose no ceiling on campaign-related activities and provide the electorate with information about election-related spending sources.
Additionally, the BCRA disclaimer and disclosure requirements insure that the voters are fully informed about who is speaking. At the very least, they avoid confusion by making clear that the ads are not funded by a candidate or political party.
These materials have been prepared by Winston & Strawn for informational purposes only. These materials do not constitute legal advice and cannot be relied upon by any taxpayer for the purpose of avoiding penalties imposed under the Internal Revenue Code.
Experiential Marketing Best Practices
Posted by Bob Bell in Experiential Marketing on February 17th, 2010
A recent article posted on BtoB.com identified experiential marketing as one of the top 10 trends for marketers in 2010. The article – titled “Optimism, Accountability, Social Media Top Trends” – stated that “nothing can replace face-to-face communications with consumers.”
We couldn’t agree more.
So, with 2010 upon us we thought it would be prudent to provide you with some best practices in developing an experiential marketing campaign.
Know Who Your Target Is
While this seems to be an obvious point it cannot be overstated enough. All marketing campaigns, experiential or otherwise, start and end here.
Traditional demographics are important to understanding your target but they do not tell the whole story. In today’s fragmented society, consumers have many layers of sub-segments. You have to address all aspects of your targets need states – emotional, physical and social – to develop an experience that creates a lasting, meaningful connection with them.
This is best supported by an article which appeared in the Philadelphia Examiner in June of 2009 titled “Back To The Basics With Experiential Marketing”
“Break free from the traditional demographic parameters you were once taught. Use them as a foundation for defining your target audience, but don’t stop there. Remember, experiential marketing is about the emotions and logic involved in your consumers’ thought process. If Stephen Starr [STARR Restaurants] would have stuck to the straight forward demographics of his potential customers, he would have developed a bland one dimensional dining experience comparable to the same restaurant chains we as consumers are getting bored with.”
If you develop a great experience but deliver it to the wrong consumer than you fall short on connecting with your target in a meaningful way. And, that is at the crux of any successful experiential marketing campaign.
Brand The Experience
In developing the experience, ensure the consumer touch points throughout are branded and uniquely ownable.
How?
First and foremost, your experiential marketing campaign has to showcase your product and brand. It should allow consumers the opportunity to try while providing other relevant information which heightens their overall interest and engagement with your product or offering.
For example, a wine manufacturer executing a consumer tasting is best served to also share wine pairing suggestions and/or recipes for utilizing their wine; common obstacles to purchase for consumers when selecting a wine Brand.
This Experiential Blog…why now? And why is it important?
Posted by Mark Biggin in Experiential Marketing, Marketing Accountability on February 2nd, 2010
This is my initial blog and I appreciate the opportunity to host a forum that provides a voice for the experiential space. There is no shortage of blogs in the advertising, marketing and promotion arena, but none that truly hones in on the depth and perspective that experiential marketing brings in the totality of the marketing experience. Here are a few of the many reasons why I presume to write:
- The consumer is changing
- Measurement, measurement measurement.
- Convoluted media messages
- There is a lot of conversation we need to share.
The consumer is changing
Arguably we are leaving a recessionary year that has impacted consumers, business, politicians, and the social fabric that we all have taken for granted for a long time. Foreclosures are at all time high, banks were (and still are) on the brink of disaster, we elected a African American President for the first time in our country’s history, while the Hispanic population is growing at a rate that will make this group a minority in the not so distant future. We have seen a consumption lifestyle morph by necessity and design to one of caution and temperance. Americans are saving more, spending less and volunteering more. This impacts what and how we do what we do.
We, as marketers, first and foremost must be aware of the shift and be sensitive to the fact that there are new paradigms in the relationship between consumers and brands. That is the upside. Change brings opportunity. New rules bring innovations and ingenuity. That is our challenge, and we again, as marketers, based upon our vast experience can be successful.
Measurement, measurement, measurement
With an evolving consumer the need to understand and measure change becomes increasingly more important. In fact it is critical. What do we measure? How do we measure? Why do we measure? What does it mean? Everyone is measured everyday. Students are measured by their grades. Social institutions are measured by their impact on society. Politicians by successful agendas, and brands by sales. It is the core of why we are in business and the importance of this deliverable cannot be short changed. We need to be astute, proactive and accurate.
Convoluted media messages
We are all part of the Media landscape. Where does experiential fit in among social media, out of home, on air, in-store, promotions, shopper marketing, sponsorships, lifestyle, niche marketing, home parties, television, radio, mobile? Is there really a concept of integrated marketing, or interconnected marketing? If so, what does that mean and how do we achieve this integration?. Can the disciplines work together? Will we play well in the sand box? Whose sand box is it anyway? All these questions and thoughts are important as we, experiential marketers , make a difference in the lives of our ultimate target audience.
There is a lot of conversation that we need to share
By starting this blog I hope that we are committed to sharing our collective thoughts, learning’s and insights on what we see and what we don’t. On what works and what doesn’t. With this intelligence we can address the questions that we face daily. What? Where? How? And most importantly Why?
Do I have all the answers? Not by any means. Challenge me when you disagree, add thoughts when I don’t go far enough. Raise topics I miss that you believe to be important. This is collaboration, a group dynamic where we can help each other. We may not have all the answers but we do know our industry and we have a tremendous amount of experience and knowledge in our reservoir.
Next steps
Look for my first topic blog shortly. I truly ask an open mind and a contributory nature. Together we can create a conversation that will advance the world of marketing in which we live , and in the process make the world safer for brands.
–Gary Kleinman
CEO
Yardstick Marketing Partners
sister company of Centra Marketing & Communications, LLC.




