Deliver Magazine: “Direct the Marketing Focus at Women”

Lubin Professor Paul Kurnit on how direct marketing influences the spending of women, whether the product is doing itself a disservice by targeting women differently than men and the importance of reaching female spending power.

Despite the good dollars and sense it makes to create a direct marketing campaign aimed at women, getting it right can be a challenge — considering marketers do not want to stereotype or offend.

Avoid One Big Basket

“In general, I think businesses get too sloppy and greedy by trying to be all things to all people,” says Paul Kurnit, clinical professor of marketing at Pace University. “Brands that do this run the risk of being nothing to anyone.”

Kurnit points out in Deliver, a magazine for marketers from the United States Postal Service, that even the biggest brands clearly understand the need to customize their communications, messaging and media for different market segments. 

For example, a prominent women’s organization and one of the global leaders in the breast cancer movement doesn’t send the same information out to all women, but creates personalized direct mail based on demographics.

Make it Relational, Not Transactional

Segmenting women into various groups is a critical step in direct marketing, but choosing what to send to those women is just as essential.

Paul Kurnit of Pace University cites the luxury travel market as a perfect example. Today’s travel operators are targeting women with brochures that feature photos not just of glamorous destinations but of couples being together and having a good time in those places. “By focusing on the relationship, not just the destination, they are speaking to their female customers,” says Kurnit.

Think Beyond the Bedroom

As for the future of direct marketing, the real winners will be the companies that take an integrated approach and combine direct mail marketing with online activities, like the new Cards app. The application allows users to design the card online, but then it gets printed out by the third party, put in an envelope and sent by regular mail to the recipient.

“Today’s woman is online, but her lifestyle still demands a personal touch,” says Kurnit.

BNET (The CBS Interactive Business Network): “Advertising Reality Check: Are You Leading — Or Lying?”

“Customers are very aware that it’s a new day in advertising,” says Lubin Marketing Professor Paul Kurnit, co-author of “Breakthrough! A 7-Step System for Developing Unexpected and Profitable Ideas” (AMACOM Books). “We are living in a customer-centric world where advertisers are trying to connect with consumer lifestyle throughout the day in relevant touch points that resonate and matter.

“The fragmentation of media is an opportunity if the planning is thoughtful and the customer is put center stage,” Kurnit continues. “Consumers know they are being ‘targeted’ through multiple platforms in a myriad of ways. Done well, they delight in it. Done poorly, they resent the intrusion and potentially the brand.”

Who doesn’t want to be at the leading edge of advertising, using the latest and greatest methods to reach customers?

“Smart advertisers are beginning to integrate their messaging across various communications platforms and are breaking down the silos and distinctions between traditional and other media, like digital, social and buzz,” says Paul Kurnit, a marketing professor at Pace University in an article appearing on BNET.com

But to a certain extent, it’s also the Wild West out there.  The line between leadership – pushing the boundaries of new media – and lying may not be so clear in this new world.

AOL’s DAILY FINANCE: “Walmart Woos Customers With Revived ‘Low Prices, Every Day’ Campaign”

Despite its dominance in the U.S. market, Walmart – the nation’s largest retailer – has endured seven straight quarters of falling sales at its stores. Lubin’s Paul Kurnit comments whether the Bentonville, Arkansas-based retailer’s strategy of revisiting a marketing gimmick it used to great effect once before – “Low Prices, Every Day” – is a good one.

Walmart’s prior advertising campaign – “Save Money, Live Better” – involved neatening stores and reducing the number of items for sale, but it failed to drive more consumers through the door. 

While that may have seemed a good strategy, it defined shopping at Walmart a lifestyle choice, causing consumers to perceive the popular retailer as moving away from the low prices and variety they had come to expect, says Paul Kurnit,  clinical professor of marketing at Pace University, in an article featured on AOL’s money and finance website.

“The Walmart that we knew three and five years ago was a pretty messy shopping experience, but that was kind of OK, because we were getting the lowest possible prices,” says Kurnit.  He adds that research shows that more items on retail-store shelves translates into bigger totals at the check-out counters. 

Offering customers a one-stop shopping experience that assures customers of low prices on a variety of goods is good strategy in these days of steadily rising fuel costs and economic uncertainty, Kurnit says.

With gas prices at $4 a gallon and higher prices expected, he says, “People are really feeling the crunch.”

Social Media Hype Exceeds Reality, Pace Marketing Professor Says

Chiagouris is a professor of marketing at Pace University’s Lubin School of Business in New York City. He is also a senior partner at BrandMarketing Services, Ltd., where he supervises advertising and Internet marketing consulting engagements. He is available to comment on the effectiveness of social media as a marketing tool. Phone: 917-902-2610 (cell); email lchiagouris@pace.edu.

Chiagouris has more than 20 years

Social Media Hype Exceeds Reality, Pace Marketing Professor Says

Contact: Bill Caldwell, Pace University, 212-346-1597, wcaldwell@pace.edu

March 26, 2010

MEDIA ADVISORY

Social Media Marketing isn’t all that hot, says Pace marketing expert

“The hype right now exceeds the reality,” Pace University marketing expert Larry Chiagouris told The Wall Street Journal.

(http://online.wsj.com/article/SB10001424052748703909804575123691040422082.html)

Chiagouris is a professor of marketing at Pace University’s Lubin School of Business in New York City. He is also a senior partner at BrandMarketing Services, Ltd., where he supervises advertising and Internet marketing consulting engagements. He is available to comment on the effectiveness of social media as a marketing tool. Phone: 917-902-2610 (cell); email lchiagouris@pace.edu.

Chiagouris has more than 20 years of professional experience including senior marketing management positions at Starz Encore Media Group, eCode.com, Bozell Jacobs, Grey Advertising, and Lucent Technologies/AT&T. He has been responsible for directing major business building assignments for startups as well as leading marketing companies, including AT&T, BellSouth, Campbell Soup, Kraft Foods, Miller Brewing, Peugeot, Pfizer, Prudential and Visa.

He has served as an expert witness or consultant on a wide range of marketing and advertising issues at the federal and state court level or through consultation to Fortune 500 companies.

He has appeared on The Today Show and Fox 5 News; in videos for WSJ.com and SmartMoney TV; and has been quoted in The Wall Street Journal, Baltimore Sun, CNN.com, New York Times, Los Angeles Business Journal, San Diego Union-Tribune, and Star-Ledger (NJ).

His areas of interest include consumer behavior, brand equity, media evaluation, interactive communications, and copy strategies.

Winner of three Effie Awards for advertising effectiveness, Agency Magazine voted him one of the ten best and brightest advertising agency researchers and strategists.

He is a member of the Board of Directors of the American Marketing Association, and Editorial Review Boards of the Journal of Advertising Research, the Journal of Segmentation in Marketing, and Marketing Management; and a former Chairman of the Board of the Advertising Research Foundation.

He has lectured at St. Johns University, New York University, Yale University, Baruch College, and University of Georgia. He also has presented papers at numerous conferences in the marketing field. He received his B.S. in Economics (magna cum laude) and A.P.C. in Marketing from New York University, an M.B.A. in Industrial Psychology, an M.S. in Business, and a Ph.D. in Marketing from Baruch College.

# # #

Paul Kurnit, Co-Author “The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day”

A marketing plan is the roadmap that identifies where an organization is now, where it wants to be, and how it will get there. Many businesses think they have such a plan. But what they really have is a budget, a sales goal … or an excuse.
That’s according to Paul Kurnit and Steve Lance, co-authors of the just-published The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day (Penguin/Portfolio). Kurnit is an advertising executive and professor of marketing and advertising at Pace University who has been facilitating “Marketing Plans in a Day” for over ten years. Lance is a former creative director at NBC with 30 years’ experience in major advertising agencies who regularly guest lectures at advertising clubs, clients and universities.

Media Contact: Samuella Becker, Pace University, 212-346-1637, cell 917-734-5172, sbecker2@pace.edu

FOR IMMEDIATE RELEASE

An easy and elegant method to create smart, collaborative marketing plans fast!

“THE LITTLE BLUE BOOK OF MARKETING: BUILD A KILLER PLAN IN LESS THAN A DAY” (Penguin/Portfolio), CO-AUTHORED BY PACE UNIVERSITY PROFFESSOR PAUL KURNIT, OFFERS A WAY TO BUILD POWERFUL PLANS THAT CAN BE PUT INTO IMMEDIATE ACTION

NEW YORK, NY, February 12, 2010 – A marketing plan is the roadmap that identifies where an organization is now, where it wants to be, and how it will get there. Many businesses think they have such a plan. But what they really have is a budget, a sales goal … or an excuse.

That’s according to Paul Kurnit and Steve Lance, co-authors of the just-published The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day (Penguin/Portfolio). Kurnit is an advertising executive and professor of marketing and advertising at Pace University who has been facilitating “Marketing Plans in a Day” for over ten years. Lance is a former creative director at NBC with 30 years’ experience in major advertising agencies who regularly guest lectures at advertising clubs, clients and universities.

What if companies could create powerful, collaborative marketing plans in less than a day?

“The Little Blue Book of Marketing shows businesses how to do just that. It is “filled with tools and tips, along with the means and methods to get a firm’s marketing on track,” says Kurnit. “It’s a practical, nuts-and-bolts guide to developing an action plan for anyone and everyone who wants to focus smart, positive action that will drive optimal business results.”

A killer marketing plan is not created by the marketing department alone, the authors say. The Little Blue Book of Marketing advocates “togetherness” — interaction across departments including finance, legal, sales, research & development, human resources, manufacturing and marketing. The book argues that harnessing the company’s own internal brain trust is crucial to bringing a marketing vision to life.

“This must-have manual offers something for everyone, whether you are launching a new brand or freshening up an existing one,” according to Donny Deutsch, the chairman of the Deutsch Inc. agency, and host of CNBC-TV’s “The Entrepreneurs.”

FOR NONPROFITS AND “MOM AND POPS,” TOO

Kurnit and Lance think those who will benefit from their “Marketing Plan in a Day” advice include:

• Entrepreneurs and small business owners who need to figure out how to market their product or services

• CMOs who are assessing the role of marketing in their organization

• Brand managers and marketing managers who need to get their team on the same page with similar objectives

• Pro bono, pro social and cause-related marketers • Promotion and PR managers

• New-media managers, social networkers and web designers

• “Mom and Pop” and home-based businesses.

ABOUT PAUL KURNIT

Kurnit is clinical professor of marketing at Pace University’s Lubin School of Business, teaching courses in Advertising, Creative, Marketing, International, Media and Trend Tracking. He also is the university advisor for the student competition run by the American Advertising Federation. He and Lance are co-founders of PS Insights, a consulting firm, and he is founder and president of Kurnit Communications and KidShop. Formerly, as President of Griffin Bacal, a DDB agency, Kurnit played a key role in Hasbro’s growth into a leading international toy and entertainment company. His other advertising and market credits include helping create hundreds of syndicated, network and international TV programs including Transformers, GI Joe, My Little Pony, The Tick for Fox and The Mask for CBS.

The 2006 Executive Summit: Marketing and Technology – The Next Frontier

The Summit will cover mobile marketing, podcasts, blogs, search engines, interactive TV, social networking, licensing technology, retail applications and next wave Internet, and will address new business and new product development issues. It is geared toward executives and senior managers responsible for strategic planning, product or service marketing, sales growth, new business or channel development, retailing, advertising, or other marketing communications.

MEDIA ADVISORY

Contact: Bill Caldwell, Office of Public Information, Pace University, 212-346-1597, wcaldwell@pace.edu

Robert Pittman, Founding Member, Pilot Group, LLC, and Robert Ingalls, President, Verizon Broadband and Retail Markets, to speak at The 2006 Executive Summit: Marketing and Technology, Pace University, September 15

WHAT: “The 2006 Executive Summit: Marketing and Technology – The Next Frontier,” a major industry conference sponsored by Adweek Publications (Brandweek, Adweek and Mediaweek), McGraw-Hill/Irwin, Marketing Executives Networking Group, and the Marketing Department of the Lubin School of Business at Pace University.

The Summit will cover mobile marketing, podcasts, blogs, search engines, interactive TV, social networking, licensing technology, retail applications and next wave Internet, and will address new business and new product development issues. It is geared toward executives and senior managers responsible for strategic planning, product or service marketing, sales growth, new business or channel development, retailing, advertising, or other marketing communications.

WHO: Keynote speaker: Robert Pittman, Founding Member, Pilot Group, LLC. Luncheon speaker: Robert Ingalls, President, Verizon Broadband and Retail Markets.

Richard Guha, Principal, The New England Consulting Group and Co-Chairman of the Executive Summit, moderates a panel on “Television 3.0: Real Time Insight into Convergence and Targeting” featuring Bob DeSena, Partner, Mediaedge: CIA; Rob Master, Marketing Director, Skin Cleansing, Unilever Home & Personal Care; Shelly Palmer, Managing Partner, Advanced Media Ventures Group; and Lynne Seid, Founding Partner, Visible World, LLC.

Simon Hay, dunnhumbyUSA CEO, moderates a panel on “Disruptive Technology at the Retail Point Of Sale” featuring James B. Coleman, Partner, Accenture and Robert Passikoff, CEO, Brand Keys; John Stichweh, Director of Worldwide Interactive Marketing, The Coca Cola Company; Paul C. Ritchie, Director, Marketing, International Biometric Group; and Paul Keung, Executive Director, Internet, New Media and E-Commerce, CIBC World Markets.

Paul Kurnit, Clinical Professor of Marketing, Pace University, moderates a panel on “Privacy, Identity Theft, Social Networking: The Devil in the Database” featuring Jessi Hempel, Business Week journalist and Jim Nail, Chief Marketing & Strategy Officer, Cymphony.

Ipshita Ray, Assistant Professor of Marketing, Pace University, moderates a panel on the “Future of Marketing & Advertising” featuring Barton Weitz, J.C. Penney Professor, University of Florida; Joseph F. Hair, Director of the Institute for Entrepreneurial Education and Family Business Studies and the Alvin C. Copeland Endowed Chair of Franchising at Louisiana State University; Charlotte H. Mason, Associate Professor, University of North Carolina; and Michael Belch, Professor, San Diego State University.

WHEN: Friday, September 15, 8 a.m. to 5 p.m.

WHERE: Pace University, One Pace Plaza (across from City Hall), New York City.

Conference agenda: www.pace.edu/executivesummit

Media admission is by press card.