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Showing posts with label price. Show all posts
Showing posts with label price. Show all posts

Friday, May 12, 2017

Mother's Day Marketing

Public domain pic at http://www.publicdomainpictures.net/pictures/170000/velka/muttertag-14609069654cp.jpg


Motherhood may be priceless, but there actually is a price tag associated with Mother's Day. Given that the market for this particular holiday is expected to hit a record-high this year, savvy marketers have already put their brands in the game.

On the second Sunday in May, Americans take time out to show appreciation to their mothers, typically with cards, flowers, dinners out, and other assorted gifts. All that adds up to $23.6 billion, according to NRF's forecast.

In anticipation of this substantial spending occasion, you'd expect to see massive marketing campaigns. But it seems that brands are not doing quite as much as they could. I popped into Target and saw only minimal signs of the imminent holiday represented by a few Mother-themed mugs in the front section, as well as the usual cards.

I shared what I've seen with Mike McMaster, VP of Lead Generation at JumpCrew. He said he noticed the same at a mall he visited over the weekend. With the exception of Macy's, he observed very little Mother's Day marketing.

The stores who fail to address the upcoming holiday in their setups are missing out on “the two Ps in marketing,” McMaster says. That refers to “placement and promotion” with targeted positioning of merchandise that ties into the promotional theme of Mother's Day.


Thursday, May 2, 2013

Collaboration as a winning strategy

We're used to thinking of competition as the key to lower prices. But in certain cases, cooperation leads to more efficient use of resources. That was the case for an Ohio hospital alliance that realized substantial savings just a few months after pooling resources. Read more in 

Collaboration & the Supply Chain