To use a celebrity endorsement or not…only your hairdresser knows for sure.

Courtesy of Ad Age

The latest news that Kellogg plans to drop Michael Phelps (Advertising Age) is sure to further stoke the fires for those marketers either considering new celebrity spokespersons for their brands or deciding whether to extend contracts. As Ad Age reports, “One bong hit seen around the world, and Olympian Michael Phelps is watching at least one contract go up in smoke.”

“Michael’s most recent behavior is not consistent with the image of Kellogg. His contract expires at the end of February and we have made a decision not to extend it,” according to a Kellogg spokesperson. This was the second ‘faux pas'; the other occurred on a 60 minutes interview when Anderson Cooper raided Mr. Phelps’ cabinets and found a box of Honey Nut Cheerios–a non-Kellogg brand…

Both these incidents point to important watch-outs for brands considering celebrity spokespeople. Continue reading

DTC Marketing: Let the Good Times Roll…

Not much is feeling light and carefree these days –  it’s a time of record job loss and fear, with no specter of an upturn on the horizon.

All the more reason to lighten up where we can…

If DTC communications are part of your marketing mix or influencing web and other relationship creative,  consider the following…

I was recently reminded by my hubby that the Great Depression ushered in many new art forms such as screw ball comedy, musicals etc.  A recent quote by Gerald Celente in the 2009 Trendspotting Report suggests the same:

“During the Great Depression, arts and entertainment flourished. When times are down, people want to lift their spirits, adding that Americans have been working more and playing less. …while angry music will be part of the new tunes, there will be a reincarnation of upbeat and swinging sounds. There will also be more dance halls…They’re going to want to go out and play and laugh it up and dance like they did during the Great Depression.”  Gerald Celente, Founder and Director The Trends Research Institute (courtesy of Trendsspotting:  Influencers on Consumer Trends 2009 PredictionsContinue reading

The Rigors of 2009: What Consumers Want Today

Click on image for larger view.
10 Essentials for Marketing to Healthcare Consumers

What happens now?  Change and consumer power are facts of life. How to become leaders of change rather than at the effect of it? How to optimize our brands in the current environment?

Ten thoughts to consider: 

  1. While consumers have generally put medicines over less essential purchases, especially for life threatening conditions, there will continue to be increasing pressure from generics, and consumers will place more consideration at each prescription refill.   Doctors are likely to consider the impact of a prescription on their patients’ pocketbooks.  Continued spread of ‘gap’ impacting patient adherence – not filling on time or not at all – trying to spread the length of time between scripts…i.e. skipping weekends, skipping days,  or taking less when feeling ok….or stopping if not seeing and feeling the value.  Perhaps an opportunity to expand how consumers observe Rx benefits?
  2. People want to learn and hear from others like them, not from the pharma industry.  Marketers can create more opportunities to build community and dialogue. But using social media often involves accepting less control over marketing communications.  It’s a huge challenge for brands to design how to play in this world, and find the right balance to engage the consumer within ever- stricter DDMAC requirements and the threat of a less-friendly political environment.  Continue reading