• Email Missing Mark

    Now that long lines at retail stores are becoming a thing of the past, one would think that holiday shoppers would be a much happier bunch, but smart marketers know that is always something for customers to complain about. And to a smart marketer, an...
  • Clubs Seek Gen X For Growth

    As the oldest Millennials settle into middle age, growth in the $24 billion "club" industry has begun to slow down. And while most clubs are focusing on the youngest Millennials and the emerging age cohort just now entering college, some savvy...
  • Coffee vs. Tea

    In previous posts, we have established that the market for coffee retailers is absolutely saturated and that smaller stores are now experiencing declines while even the growth rate at Starbucks has slowed considerably. But even when there are too many...
  • Costco's Catastrophe Kits

    It often pays to address a niche market, which could be defined as a relatively small market that features few if any competitors. If you have a unique enough good or service and the market is large enough to reach and serve profitably, niche marketing...
  • The Book Is Back

    The failure of e-books to win enough American hearts and minds means that the creative destruction of the book industry may be coming to a close. Larger bookstores have already consolidated and big chains have closed down as Amazon rapidly grabbed its...
  • Dove Pulls Offensive Ad

    My, how times have changed. An advertisement that was meant to show how Dove's body wash is for everyone and a celebration of diversity was slammed on social media, resulting in marketers discontinuing the ad entirely. The ad portrayed a woman morphing...
  • Avoiding Acapulco

    Vacationers who like to travel to Mexico for its myriad benefits are well aware of its reputation as a place with lots of drug-related gang violence, and unfortunately this reputation has been well earned. Mexico, which relies heavily on tourism for its...
  • Craft Beer: From Booming to Brooding

    Readers of "KnowNow! Marketing" should know that craft beer sales have been slowing since their peak in 2013 of 20% annual expansion for a category whose boom began in the early 90's and now boasts 5,562 breweries in the United States. This...
  • Michael's New Choo's

    The consolidation in the fashion industry continues, as retailers close under-performing stores, some brands exit the industry entirely, and stronger players acquire weaker ones. This time it is Michael Kors, maker of luxury handbags, which has made it's...
  • Coca-Cola Zero Sugar

    Once upon a time there were more diet sodas on the market than there are at present, but to most men, drinking any one of them wasn't considered to be very cool. And so Coca-Cola exploited this market opportunity with a major product introduction...
  • Electric Dreams: Part Two

    There has been so much hype in the media lately about electric vehicles, one would think that there has been some sort of new innovation to bring the cost of these vehicles down far enough to become marketable without heavily government intervention....
  • Cirque Turns Blue

    Founded in 1984 by a group of 20 street performers in Montreal, Cirque du Soleil Canada is now a company of nearly 4,000 employees with 18 simultaneously touring shows in 2017. Not bad for a bunch of former "buskers". And it's appeal doesn't...
  • The International Booze Cruise

    The global market for alcoholic beverages continues to grow at a moderate pace, and as one might expect, the competition both within and between the three major booze categories is rather stiff. In the U.S., annual sales of beer continue to decline (minus...
  • The New "NFL Europe"

    For about 30 years, the NFL has endeavored to build a fan base outside of the U.S., and Europe has been one of the primary markets in what league marketers see as under-tapped potential for market development. The lower-quality NFL Europa league failed...
  • German Retailer Invades America

    The Germans are coming! Indeed there is a nefarious plan to seize territory here in the U.S. by a rather large German discount grocer in an attempt to hone in on market share seized by Wal-Mart through decades of excellent marketing and hard-nosed business...
  • Battle of the Retail Giants

    It has become a classic battle between two retail giants, one a venerable brick-and-mortar staple of Americana now making a major foray into e-commerce, and the other a no-longer-new company that has literally defined e-commerce now making efforts to...
  • Coach Picks Kate Spade

    My, what a nice handbag you have. How much did you pay for it? If you ask handbag marketers, probably not nearly enough. Indeed sales of handbags are slowing in the U.S., as women, especially younger women, have traded down to more compact, less expensive...
  • About Time for a Change

    Almost everyone over 30 has heard of "About.com", a general information site that dates back to the very early days of the internet. These types of all-purpose sites used to be rather popular, but as the overall internet audience now includes...
  • Gigging For Tips

    Over the past few years, we have heard a lot about the "gig economy" wherein workers patch together different jobs to make a living, but musicians and other live performers have been "gigging" for hundreds of years. The pay has never...
  • Chipotle: Lost At Sea?

    Chipotle is a company that doesn't do much traditional advertising, but that doesn't mean that they don't develop and implement marketing communications programs. They do. But the company doesn't seem to spend very much money on marketing...
  • MLS: Taking the Long View

    Major League Soccer, the top tier of the three professional soccer leagues in the United States, is sweeping the nation. At least that's what league marketers want everyone to think as MLS begins its 22nd season and as the league continues to expand...
  • Missing the McMark

    McDonald's has struggled with much lately, although the all day breakfast strategy is providing some much needed short-term growth for this stagnant global brand. And an announcement that it is upgrading its ice cream machines, replacing older models...
  • Coke Thinks Small

    Soda is losing favor among consumers, and this is no secret. The market has been declining for years, as sugar-conscious consumers have switched to lower-calorie substitutes and beverages that satisfy our vastly-enhanced zest for variety. Coke's Smartwater...
  • "Chips Ahoy" For Intel?

    Intel, the high tech company that has come to represent "the power behind the computer" over the years (at least in the minds of the average consumer), isn't about to exit the chip business any time soon. But the segment's growth rate...
  • More Moves For Starbucks

    The stores may be everywhere, but marketers at Starbucks still have to find ways to grow the business. And the company's foray into offering prepared foods in addition to its signature coffee drinks has been very successful over the years, so it certainly...