Tag Archives: promotion

by | Tuesday, August 1, 2023 · 12:06 pm

Meta launches ‘Threads’

X (previously known as Twitter) is under attack from Meta’s new app called ‘Threads.’ In less than a week after its launch in July, Threads signed up more than 100 million users. (It’s even a trending topic on X/Twitter.) While this level of new users is good news for Meta, the key will be getting people to use Threads long-term.   What is Threads? Threads is a social media app and microblogging tool. While it isn’t taking advertising placement – yet – it has access to all Facebook’s users plus Instagram and WhatsApp users. Threads allows users to log in using their Instagram or Facebook accounts, making the sign up process fast and easy. So easy that it signed up 30 million users in the first 24-hours of launch.   As a direct competitor to X, X’s lawyers immediately alleged that Meta hired X employees to help build Threads. X is used to controversy and, with recent limits on posts viewed daily and content moderation, no stranger to users ire at it. The biggest problem though is X’s loss of advertisers.   Threads is similar to X in many areas, including posts up to 500 text characters, reposting others’ threads, and posting photos and videos up to five minutes long. Threads is also free compared to users paying $8.00 per month for a X Blue subscription. Another allure of Threads is its quick connection to all your friends on Instagram. However, Threads does not have direct messaging yet, which keeps all posts in the public domain.   Time will tell how the marketplace, and eventually advertisers, bonds with Threads.   What do you think?      Group Activities and Discussion Questions:

  1. Poll students: Who has used Threads? Why? What is the experience?
  2. Show information about Threads: https://about.fb.com/news/2023/07/introducing-threads-new-app-text-sharing/
  3. View video about Threads: https://youtu.be/hbMJSn5GyOE  (there are many other videos also).
  4. What will move users to Threads from X/Twitter? What will move advertisers?
  5. Who are the competitors for Threads? (ex: BlueSky and Mastodon)
  6. Review key aspects of developing a product positioning map, including determining the axis labels for positioning.
  7. How should Threads position itself to beat out competitors?
  8. Divide students into teams and have each team develop a positioning map for Threads.

 Source: Chen, B., and Issac, M. (12 July 2023). Threads review: How Meta’s new app stacks up against Twitter. New York Times; Jackson, K., and Aguilar, N. (14 July 2023). Threads keeps growing, and new updates have arrived: What you need to know. CNET; Rodriguez, S., and Haggin, P. (6 July 2023). Meta’s Threads app see early success, drawing advertiser interest and Twitter’s ire. Wall Street Journal; Rodriguez, S. (6 July 2023). Day after Threads launches, Twitter accuses Meta of using its trade secrets. Wall Street Journal; other news sources.

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by | Thursday, June 29, 2023 · 7:15 am

Back to the Movie Theater

When was the last time you went to the movie theater? Now think about how often you went to the movies pre-pandemic. Most likely there is a big difference between how often you used to go versus how often you visit the theaters now. Blame it on the pandemic.

According to Comscore, movie theaters lost 80% of box office revenue in 2020. But theaters want us to come back and they are making big investments and even bigger changes to get us to return. Bigger screens. Cushy seats that recline – and are heated. Special effects matched with seating. More variety in food and drinks. Want to snack on sushi? How about an alcoholic beverage with that? And the list goes on…

Services are more numerous, but prices are increasing as well. Some theaters charge 65% more for movies shown on new screens such as ScreenX and RealD 3D. Lounging seats take up more space than upright chairs so theaters now hold fewer people. Viewers also pay more to reserve premium seats.

Theaters go beyond movies. Companies are now creating “cinema entertainment centers” that include movies, restaurants, bowling, rock-climbing walls, and bumper cars. These go beyond just showing movies and want to capture consumers’ attention for multiple events and activities.

Let’s go the movies?

 Group Activities and Discussion Questions:

  1. Poll students about their movie theater visits. How often do they go to the theater?
  2. Why don’t they go to the theater?
  3. Show video about the topic: https://youtu.be/j7vPR6e49aE
  4. Divide students into teams. Have each team develop an idea to enlarge a movie theater’s entertainment options.
  5. Next, have each team develop a promotional plan for the new venue with at least three tactics.

Source: Margolies, J. (31 May 2023). Larger screens, heated seats, sushi: Theater owners want you back. New York Times; Whitten, S. (25 February 2023). Movie theaters aren’t dying – they’re evolving. CNBC.

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by | Tuesday, June 27, 2023 · 7:11 am

Culture Wars Impact Retailers

The world can be a tricky place for marketers and brands these days. Cultural differences can cause a big backlash when too many consumers take offense at certain topics that are endorsed by brands. It is a difficult balance that sometimes tips over to the negative.

Recently companies including Walt Disney, Anheuser-Busch, and Target have faced opposition to their support of the gay and trans communities. For example, June is Gay Pride Month and while many consumers and companies (such as Target, Walmart, Kohl’s, and JC Penney) fully support the issue, others may take an opposite view.

Target’s controversy relates to clothing, décor, and other Pride items which it was selling in support of gay and trans-gender rights. While the company has embraced the topic and products for a number of years, this year it went sideways. In some stores customers knocked down displays, threatened store employees, and posted on social media in opposition to the products.  

In response to the controversy, Target moved its Pride products away from the front of the store and pulled several products from sale, all in response to fears about employee safety. The response to Target’s move was disappointment from many consumers and organizations that supported gay rights.

How should we deal with sensitive issues?

 Group Activities and Discussion Questions:

  1. This is a tricky topic for discussion, but one that bears examination by students.
  2. Discuss how companies can handle divisive topics.
  3. How should marketers balance messages to communities.
  4. Poll students: What are topics that are divisive and controversial? What examples have students seen?
  5. Show video about the issue at Target: https://youtu.be/AvfuoXga77Q
  6. Show Target’s website for Pride items: https://www.target.com/c/pride/-/N-5589f
  7. How should marketers address controversial topics?

Source: Nassauer, S. (25 May 2023). Target lands in culture-war crosshairs over pride month. Wall Street Journal; Reid, H. (31 May 2023). Target Pride backlash exposes ‘rainbow capitalism’ problem, designer says. Reuters New service.

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