31 August 2008
Going for Gamma Women?
05/09/08 11:56 Filed in: In the News
Are you targeting your marketing toward Gamma Women? Maybe. But who and what are Gamma Women? According to a Meredith Corporation study, Gamma women are everyday women with lots of friends who like to ‘share information within their social network.’ In other words, Gamma women are like you and me, for the most part, and they (we) like to talk about what we like, what we don’t like, what works, what doesn’t, and, in general -- well, you know what we do!
Marketers say they have tapped more into the Alpha Women in the past. Alpha Women are leaders who ‘selectively pass along information in a top-down manner, with an eye toward status and popularity.’ That is changing, in favor of the ‘everyday woman’ who was not considered to be capable of influencing a large body of buyers.
Blogs have changed the definition and pool of women who can influence large numbers of buyers. The way women share information -- and word-of-mouth endorsements -- has changed drastically in the last few years. Marketers recognizie this and want to tap into this market of everyday Gamma Women. The challenge is making the approach look and feel genuine.
Marketers say they have tapped more into the Alpha Women in the past. Alpha Women are leaders who ‘selectively pass along information in a top-down manner, with an eye toward status and popularity.’ That is changing, in favor of the ‘everyday woman’ who was not considered to be capable of influencing a large body of buyers.
Blogs have changed the definition and pool of women who can influence large numbers of buyers. The way women share information -- and word-of-mouth endorsements -- has changed drastically in the last few years. Marketers recognizie this and want to tap into this market of everyday Gamma Women. The challenge is making the approach look and feel genuine.
Brief Decline of Internet Sales?
05/09/08 11:36 Filed in: In the News
In a report issued by Direct Marketing News, catalog/Internet retailers reported a slide in Internet sales as a percentage of total direct sales (Direct Marketing Association’s 2008 State of the Catalog Industry report). This is puzzling marketing experts because Internet sales have been on a continual climb for over a decade.
But the stat may be misleading, since survey respondents may not have counted sales driven by search marketing and social networking activity. But even if the results are on the mark, the decline of Internet sales in the total direct sales dropped by only 2%. In 2004, Internet sales were reported as 38% of that year’s total direct sales; the 2007 survey lists Internet sales as 36%.
Sales may have been lost -- if they were -- because many major catalogers chose to significantly cutback or forego mailing printed catalogs to Internet customers, relying on past data that indicated pure Internet customers were not as reponsive as retail customers to catalogs. In terms of overall sales, 68% of catalog/Internet retailers reported an increase in 2007, a one point decline from 2006.
But the stat may be misleading, since survey respondents may not have counted sales driven by search marketing and social networking activity. But even if the results are on the mark, the decline of Internet sales in the total direct sales dropped by only 2%. In 2004, Internet sales were reported as 38% of that year’s total direct sales; the 2007 survey lists Internet sales as 36%.
Sales may have been lost -- if they were -- because many major catalogers chose to significantly cutback or forego mailing printed catalogs to Internet customers, relying on past data that indicated pure Internet customers were not as reponsive as retail customers to catalogs. In terms of overall sales, 68% of catalog/Internet retailers reported an increase in 2007, a one point decline from 2006.
Hershey Recalls Chocolate
05/09/08 11:33 Filed in: In the News
The Hershey Company today announced a voluntary recall of 7.25-ounce plastic bottles of Hershey's Chocolate Shell Topping because they contain undeclared almonds. People who have an allergy or severe sensitivity to almonds run the risk of serious or life threatening allergic reaction if they consume this product.
The only 7.25-ounce bottles of Hershey's Chocolate Shell Topping affected have the code 69N printed on the back of the bottle below the UPC symbol. The UPC/Bar Code is 346000. The item in question was available for purchase nationwide after July 8, 2008.
No Hershey confectionery items or other shell toppings are involved in this recall. No illnesses have been reported to date. The product is completely safe for consumers who do not have an allergy or sensitivity to almonds.
Hershey issued the voluntary recall after a consumer reported the issue. The company immediately investigated and found that a small portion of a Heath's Shell Topping production run used bottles labeled Hershey's Chocolate Shell Topping.
Consumers who have purchased the item in question should contact Hershey Consumer Relations at 1-800-468-1714.
The only 7.25-ounce bottles of Hershey's Chocolate Shell Topping affected have the code 69N printed on the back of the bottle below the UPC symbol. The UPC/Bar Code is 346000. The item in question was available for purchase nationwide after July 8, 2008.
No Hershey confectionery items or other shell toppings are involved in this recall. No illnesses have been reported to date. The product is completely safe for consumers who do not have an allergy or sensitivity to almonds.
Hershey issued the voluntary recall after a consumer reported the issue. The company immediately investigated and found that a small portion of a Heath's Shell Topping production run used bottles labeled Hershey's Chocolate Shell Topping.
Consumers who have purchased the item in question should contact Hershey Consumer Relations at 1-800-468-1714.
Winter Holiday Spending
05/09/08 11:05 Filed in: Success Scoop
Clap your hands and say “thank goodness”! The Winter Holidays are finally in view, bringing with it -- we trust -- much needed revenue.
Typical of a Presidential election year, sales may have been sluggish the past few months. But after November, when future national leadership concerns are set to rest, retail sales are likely to enjoy a robust return to more normal patterns. Keeping the election in mind, Winter Holiday sales may start slow, so don’t panic.
Remember that, historically, Winter Holiday sales make cash registers jingle with joy. In 2007, The National Retail Federation reported that consumers spent $469.9 BILLION during the Winter Holiday sales period (Christmas). But, you really have to see the breakdown of other holiday sales to get the big picture. According to the National Retail Federation, this is the breakdown:
St. Patrick’s Day $3.6 billion
Halloween $5.1 billion
Super Bowl $9.5 billion
Father’s Day $9.6 billion
Easter $14.4 billion
Mother’s Day $15.8 billion
Valentine’s Day $17.0 billion
Back to School/College $51.4 billion
Winter Holidays $469.9 billion
In a pie chart, the Winter Holidays visually represent about three quarters of the total. That’s a nice thought to keep in mind as you head into the most lucrative time of the year -- and the most joyful season.
There is some wisdom in being cautious with wholesale buying (noting the election and slight rise in unemployment numbers), but do remember that you can only sell as much as you buy.
Typical of a Presidential election year, sales may have been sluggish the past few months. But after November, when future national leadership concerns are set to rest, retail sales are likely to enjoy a robust return to more normal patterns. Keeping the election in mind, Winter Holiday sales may start slow, so don’t panic.
Remember that, historically, Winter Holiday sales make cash registers jingle with joy. In 2007, The National Retail Federation reported that consumers spent $469.9 BILLION during the Winter Holiday sales period (Christmas). But, you really have to see the breakdown of other holiday sales to get the big picture. According to the National Retail Federation, this is the breakdown:
St. Patrick’s Day $3.6 billion
Halloween $5.1 billion
Super Bowl $9.5 billion
Father’s Day $9.6 billion
Easter $14.4 billion
Mother’s Day $15.8 billion
Valentine’s Day $17.0 billion
Back to School/College $51.4 billion
Winter Holidays $469.9 billion
In a pie chart, the Winter Holidays visually represent about three quarters of the total. That’s a nice thought to keep in mind as you head into the most lucrative time of the year -- and the most joyful season.
There is some wisdom in being cautious with wholesale buying (noting the election and slight rise in unemployment numbers), but do remember that you can only sell as much as you buy.