Posts Tagged ‘Wall Street Journal’

Nationwide Still Hearing About Bizarre Ad

steveparkhurst | February 3, 2015 in Earned Media,Marketing,Television | Comments (0)

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It’s probably no real surprise to learn that Nationwide Insurance is still hearing feedback about their bizarre Super Bowl ad on Sunday. I’ve heard interesting things on talk radio as well as personal conversations with others. The Wall Street Journal featured a prominent story about the ad in this mornings edition.

The company’s response: We knew what we were doing.

Wall Street Journal Nationwide Super Bowl Ad


Who Is Buying Super Bowl Ads?

steveparkhurst | February 2, 2014 in Advertising,Marketing,Promotional,Television,Visual | Comments (0)

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As we all prepare to watch Super Bowl 48 later today, the Wall Street Journal has a pretty interesting graphic that shows spending on Super Bowl ads has grown over time. The graphics is actually interactive on the Journal website, but this is also a good summation of everything it shows.

Wall Street Journal Super Bowl Ads


March Ad Madness

steveparkhurst | April 9, 2013 in Advertising,Marketing,Visual | Comments (0)

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The Wall Street Journal has a really interesting chart about the ad dollars spent during March Madness going back to 2003.

March Madness is the nation’s top postseason sports franchise for TV advertising. The NCAA men’s basketball tournament drew more than $1 billion in national TV ad spending last year, beating each of the postseason totals for pro football, basketball, baseball and hockey. (Figures for 2013 will soon emerge.) Average price of a 30-second ad spot in last year’s championship: $1.34 million.

In addition to the overall numbers, I found particular interest in the gradual increase in spending from 2003 to 2008, with a big jump from 2007 to 2008. But then, along with the global economic crash, spending was down in 2009 and 2010, with a jump back up in 2011 and 2012.


Burger King Twitter Account Hacked

steveparkhurst | February 18, 2013 in Advertising,Earned Media,Marketing,Promotional,Visual | Comments (0)

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In case you missed it today, Burger King’s twitter account was hacked, and used as a promotional weapon for McDonald’s.

Burger King Twitter Hacked

Photo from https://twitter.com/fsmikey/status/303555133009178624

Elena Zak of the Wall Street Journal has a pretty good accounting of the situation, including a lot of really good tweets, I highly suggest taking a look. You can see that McDonald’s denied any complicity in the hacking. That was followed by a tweet suggesting that all eyes were now on Wendy’s.

In this embarrassment, I see great and fun opportunities for Burger King to show some humility, laugh at itself and turn this into a positive. Perhaps McDonald’s can use the occasion to cover-up and eliminate their awful new product name that I wrote about recently. I doubt they are taking my advice of that one just yet.

If you were Burger King, how would you respond to this hacking? What ways would you turn this into something fun and positive? Comment here on the blog or tweet us, @ParkhurstGroup.


WSJ: How Auto Makers Keep You Coming Back

steveparkhurst | January 23, 2013 in Branding,Marketing,Promotional | Comments (0)

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Wall Street Journal - The Parkhurst Group

The Wall Street Journal has a great article today about customer loyalty, or lack thereof. We have used this blog to talk about branding and loyalty before. We have also used the blog to talk about how it is easier to keep a current or previous customer, as opposed to getting a new customer (a point which this excerpt also points out).

The interesting thing to watch here is what the car makers are doing to attempt to both get new customers and keep current customers. Brand loyalty is one thing with lower priced items like laundry detergent or deodorant. But when you’re talking about something of a higher value like an automobile, that is a whole new ballgame. There are some interesting hooks here

Auto makers are paying close attention to consumer attitudes about sticking with a brand, because loyalty isn’t just an admirable personal virtue to them. It’s money in the bank. That’s something every driver should bear in mind when car shopping or wrangling with a dealer.

The latest R.L. Polk study of brand and vehicle loyalty in the auto industry, released last week, found that 48% of people who bought a car in 2012 bought from the same brand they were already driving. Polk says the three brands with the most loyal customers were Ford, with 61.2% repeat buyers, Mercedes-Benz (57.7%) and Toyota (54.4%).

Reasons for staying loyal can vary. For buyers across the vehicle and price spectrum, the top attributes that inspire a purchase include fuel economy, reliability and pricing, according to consumer research firm J.D. Power and Associates. In the luxury segment, though, the top three criteria include performance, quality of workmanship and exterior styling.

For car makers, it costs far less to sell to a satisfied repeat customer than it does to win one away from a rival brand. Loyal buyers tend to spend more with a brand over time, but analysts say the days when a car dealer could charge loyalists a lot more than a first-time buyer are mostly gone—due to the easy availability of price information.

The article continues:

German luxury car maker BMW AG has for several years offered buyers of new BMWs four years of free maintenance. The deal has an obvious benefit to owners, but it helps BMW and its dealers, too, because, as BMW North America’s executive vice president for operations Peter Miles puts it: “They’ve got to come back.”

Before BMW offered the free maintenance program, only about 42% of customers got service at the dealership. Now, close to 100% do during the first four years. That gives dealers more opportunity to nurture a relationship with customers, and potentially pre-empt any wavering toward, say, Mercedes-Benz.

What are your thoughts on this? Is your brand creating loyalty? If not, what can you do about that? If you do not have this answer, maybe we need to talk.


WSJ: GM Ads Over the Years

steveparkhurst | January 14, 2013 in Advertising,Branding,Marketing,Visual | Comments (0)

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The Wall Street Journal has an interesting post on its website featuring six classic ads from General Motors from 1956 to 2010.

As a baseball fan, I prefer image number 3, but I will admit that for some people this particular ad may not have worked out too well. While I enjoy visuals, that one is just too many images. Add that to the fact that one had to understand the saying about “baseball, a hot dog and apple pie”.

Anyway, take a look and let us know your thoughts.


WSJ: A Substitute’s Sacrifice

steveparkhurst | December 21, 2012 in Branding,Earned Media,Marketing | Comments (0)

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Wall Street Journal - The Parkhurst Group

The Wall Street Journal today has a very touching story.

Last week’s mass murder in Newtown, Connecticut has gotten plenty of news coverage, as it should. But, the underlying stories will be of those who lost someone. We will hear from them at every anniversary of that day for years to come.

One of the adults who fell victim last week was a young woman who worked some days as a substitute teacher, and she spent other hours working at a local Starbucks. The young woman, Lauren Rousseau, is recounted in the story by messages from her co-workers on a store display, and by interviews with customers who knew her, chatted with her and laughed with her.

Here is part of the story:

“I saw her face. I realized that was her,” said Erik Granfors, a regular at the location. “She probably served me a hundred cups of coffee.”

Ms. Rousseau, 30 years old, was a substitute teacher at the school and kept her part-time coffee job for the steady income and health benefits she lacked. As she was mourned Thursday by loved ones at a church four miles away, Starbucks customers scrawled eulogies on a memorial set up by her co-workers.

“Always looked forward to our talks,” said a message left on the poster boards perched in the middle of the store. The makeshift display included hand-written notes, a Mickey Mouse doll and a single electric candle.

Patrick Austin, 44, remembered ordering his cappuccinos from Ms. Rousseau, and finding her among the slain came as a shock. “She just had a great, outgoing personality,” he said.

“People are part of your life and you don’t realize it until they’re gone,” agreed Mr. Granfors, 41. “You do have sorrow even if they weren’t a close acquaintance.”

This is pretty powerful. From a business perspective, and I don’t mean to diminish anyone here, this is a great reflection of what it is that Starbucks represents. Starbucks wants to be your Third Place, that place you go after home or work. They also want their employees, or associates, to act as a family and work as a team. The layout of the store equipment is chosen for conversation between patrons and associates. It is those types of conversations that have an impact, that leave an impression.

For a barista to have left this sort of an imprint in the minds of her customers, this is a true testament to her, to her customers, and to a coffee giant that has always looked to do more than just sell cups of coffee.


A Tour of New York’s Most Iconic Neon Signs

steveparkhurst | December 8, 2012 in Visual | Comments (0)

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The Wall Street Journal has done an interesting video feature on the neon signs in New York City. The video is an interview with Tom Rinaldi talking about his new book, New York Neon. It’s a fascinating look at the power and nostalgia for neon signage.


Netflix Graphic In WSJ

steveparkhurst | October 31, 2011 in Earned Media,Visual | Comments (0)

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Did you happen to catch this graphic in the Wall Street Journal? It would appear that Netflix has a problem; lots of customers aren’t happen. For their business model, and with the availability of social media and mobile apps, there are great opportunities here for Netflix to response, survive and even excel. Will they take advantage? Only time will tell.

Netflix 2011 WSJ - The Parkhurst Group