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<title>Jan Kelley Marketing Blog - Leanne Draksler</title>
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<pubDate>Sat, 19 May 2012 18:22:35 -0400</pubDate>
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<title>Fat Chance for Marketers</title>
<link>http://www.jankelley.comblog.php?blogId=89</link>
<pubDate>Tue, 21 Sep 2010 15:19:54 -0400</pubDate>
<description><![CDATA[Advertising Age recently issued an article, "Product Offerings are Pretty Slim for Obese Consumers", highlighting the fact that although the majority of American consumers are overweight, many marketers continue to ignore this demographic http://adage.com/article?article_id=145967. Even more interesting has been the variety of responses the article has prompted from the community. My POV: Developing marketing to target this demo isn't about encouraging obesity. It's about mining the untapped opportunities that lie within this growing demographic.
As marketers, our job is to solve problems for consumers. If we take the issues mentioned in the article, including the lack of fashionable clothing options for overweight consumers (and the poor retail placement of such clothing), and then recognize the fact that 68% of Americans are overweight, and 33% are obese -- well it doesn't take a marketing genius to see what we've got. It's what we in the biz like to call an incredible marketing opportunity.
And just to be clear: Marketing to this demographic isn't promoting unhealthy living. It's not in poor taste, and it's not taking unfair advantage of the situation. What it is doing though, is recognizing that not everyone is a size 7. It's not our job to place judgment on someone's size. All we should care about is that everyone is a consumer - be they a size 2, 12, 18 or 24. And if our job is to provide solutions for consumers, then we need to start paying attention to all consumers -- not just the skinny ones. It's unbelievable to me that more companies aren't targeting this demo in their marketing efforts. Furthermore, I'm dumbfounded that more clothing designers and retail outlets aren't addressing the issue. Listen to what consumers are saying -- essentially they feel like lepers hidden in the back of stores because of their size; digging through shapeless, ugly clothing. Want to see your sales break out of that recession-driven slump?? Want to tap into a new market segment with unrealized potential?? For goodness sake people -- get past the social stigma of 'fat' and the potential Carrot-Cruncher backlash and start paying attention to what consumers want and need. And then, as true marketers do, solve the problem and get on with it.&nbsp;]]></description>
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<author>ldraksler@jankelley.com (LeanneDraksler)</author>
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<title>ColdCan Technology Packaging Innovation or Marketing Gimmick</title>
<link>http://www.jankelley.comblog.php?blogId=66</link>
<pubDate>Tue, 29 Jun 2010 09:45:54 -0400</pubDate>
<description><![CDATA[The cold certified beer cans are back, and this year, Coors Light has brought cold certification to a whole new two-tiered level: "Cold"&nbsp;and "Rocky Mountain Cold". I ask you -- is cold beer simply not good enough for us anymore? What's next...Tundra Cold???
More further to the point, what does it say about us when we can't tell if our beer is cold unless it's literally spelled out for us? I mean, what happens if the beer can isn't facing you -- do you really need to turn it around to determine its temperature? Or should you, as a fairly evolved individual, be able to tell that it's cold enough to drink by touching it as you turn it around to read the prognosis? I know, I know -- it seems like an incredible amount of effort to have to figure it out all by yourself, but c'mon people -- we can be fairly bright at times. At least bright enough to know hot from cold.
In the past, Coors has come up with some truly innovative packaging ideas that help to differentiate themselves, and more importantly, ones that have helped consumers to better enjoy their product. Of particular note is the plastic bottle cooler box which was pretty breakthrough at the time (2005). Consumers just added ice to the package and voila -- they had beer in a cooler. The plastic bottles in the box meant that consumers could enjoy beer where glass wasn't allowed, and the resealable plastic bottles kept beer colder longer than glass bottles and aluminum cans.
Now that was innovative packaging which truly benefited the end consumer. But what benefit does two-tiered cold-can technology provide for consumers? And as a consumer, how much influence will you allow cool (pun fully intended) packaging to play in your purchase decision? No disrespect to Coors Light -- I just think the packaging fails to provide any tangible benefits. It feels more like a marketing gimmick. And a pretty transparent one at that.&nbsp;]]></description>
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<author>ldraksler@jankelley.com (LeanneDraksler)</author>
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<title>For Progressive Women Only</title>
<link>http://www.jankelley.comblog.php?blogId=55</link>
<pubDate>Tue, 01 Jun 2010 11:24:32 -0400</pubDate>
<description><![CDATA[It's finally happened. A feminine hygiene company has found its sense of humour. Instead of telling&nbsp;women to have a happy period (any way&nbsp;I can get the guy's number who created that line so&nbsp;I can chat with him during my next&nbsp;"happy" time?), Kotex is promoting its newest line of products "U by Kotex" with an honest, witty and&nbsp;in my opinion, brilliant campaign. You have to watch the TV commercial&nbsp;-- it blatantly&nbsp;pokes fun at all the other ridiculous maxi pad and tampon advertising out there -- and I'm sorry,&nbsp;but it's about time that somebody did. And thankfully, they matched a wicked marketing campaign&nbsp;with bold new packaging, coloured tampons/maxi pads, and a website that would be a useful tool&nbsp;for any girl trying to navigate their way through Periodville.
I applaud the&nbsp;gutsy advertising (JWT), the new website, and the social marketing (check out the hilarious video where a girl asks strangers to buy her tampons; and the one where a guy asks for advice on what period products to get his girlfriend). Lined up against the web pages of Always and Tampax, Kotex's new ubykotex.com&nbsp;site shines through as the most progressive, energetic, non-commercial site of them all. If you had asked me two weeks ago who had the strongest hold on the youth feminine hygiene market, Kotex wouldn't have even crossed my mind. But based on their innovative packaging and fresh marketing campaign, I'm eager to see how Kotex sales will measure up to the heavy-hitters in the months to come.
Kotex, I'm so impressed that you may have just won yourself another customer.&nbsp;]]></description>
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