True or false: public relations should mirror all other marketing activities? The answer: a murky ‘it really depends on the situation’.
Business Intelligence (BI) systems have been around since at least the late 1950s. Now, with the advent of better tech and faster systems, what took days to find out can take as little as a few seconds. But do buyers of consumer packaged goods really want the Geek Patrol telling everyone what to stock and, presumably, what to buy?
“He who has the largest store or number of stores will sell the most things between now and the end of the year.” Right? Maybe not. Bigger, alas, is not always better. But could larger operations with extra floor space actually result in lower sales numbers? Especially once the holiday shopping season stampedes into town? Is that even possible?
The Consumer Packaged Goods (CPG) industry tries very hard to let you know just how necessary its products are to your life. These days, though, golden-glow, soft-focus TV spots about the wonders of laundry detergent aren't going to keep you captivated. Appealing to the one object that commands your undivided attention might, however. Which is exactly where the CPG industry is planning a massive advertising assault. On your mobile device.
Midwest PR and marketing agency FleishmanHillard decided to find out the difference between what consumers expect from companies and what they actually experience. The resulting study, entitled “Mind the Gap”, looked at 20 different industry categories in the U.S., Germany and China. Do consumers care if a company comes across as authentic and genuine? Does sincerity always carry the day?
Are consumers chucking brand loyalty overboard in favor of getting the best deal possible on a product or service? Or are they simply responding to expanded product lines, increased promotional opportunities and economic realities – the same way people always have and always will? And does anyone need a marketing guru to explain it all?
To rent or to buy, that is the question that often conflicts us when standing with a big ticket item at a store. There is no doubt that we covet these luxury items, but often our pockets aren’t deep enough or we have trouble justifying the purchase if we don’t see ourselves wearing it often.