NOTES FROM THE FIELD: Managerial Marketing - Residency 2!

Nancy Van Leuven, Ph.D.September 2011

Managerial Marketing

Current trends include:

Shock value as controversial P.R, part II. –

Crisis communications -

The changing rhetoric of activism and protests

Notes from the Field• (ATTENTION)

Trends• (INTEREST)

Focus, Objectives• (DETAIL)

Today’s schedule• (ACTION)

Overview of today’s presentation

Shock value -- Stakeholders and protests

Abercrombie & Fitch J.C. Penney .Anti-spokesperson T-shirt designed for girls 7-16

“We agree that the “Too pretty” t-shirt does not

deliver an appropriate message, and we have

immediately discontinued its sale.

Our merchandise is intended to appeal to a broad

customer base, not to offend them.

We would like to apologize for any concern we may

have caused and assure you that we are taking action

to ensure that we continue to uphold the integrity of

our merchandise that [our customers] have come to

expect.”

Penney’s statement after over 1,600 signed protest letter on change.org:

Playing (badly) from the social media handbook. . .

Overnight blog entry,

YouTube video, and emails to

customers announced

business split -

Rebranding of DVD to

Qwikster –

And price hike for most

customers.

RESULT: Consumer protest

In two months --lost half its value

Backlash, petitions, protests

CEO (BADLY) apologized via blog and video with “business school banter”

“The Qwikster and Netflix teams will work hard to regain your trust.

We know it will not be overnight.

Actions speak louder than words. But words help people to understand actions.”

Other Nonviolent Protests, 2011

#OccupyWallStreet #TarSandsAction

COURSE LEARNING OBJECTIVES

• Apply methods learned in the course to create a strategic marketing plan for an existing organization

• Publish public blog posts of an organization’s marketing and/or brand strategy through evaluation and examination of a green, social, or cause marketing program

• Analyze, critique, recommend and apply strategic marketing methods in the context of environmental, social, and economic sustainability.

• Team based EL project enables students to integrate leadership competencies.

REMINDER: Here’s how this course is integrated into the Presidio MBA Program. It supports the three program outcomes of:

1) business foundations, 2) sustainable

leadership 3) sustainable systems.

EL Marketing Plan Deliverables

PLAN (and

ex. summary) 12/13

1. EL Letter, Concept Statement 9/7

2. Situational

Analysis9/20

3. Marketin

g & Branding Strategies 10/18

4. Complete Draft

11/15

Reminder of learning outcomes: Business foundations, sustainable leadership, sustainable systems

Schedule

9:00-10:300 NotesInternal comm, empathy

10:30-10:50 BREAK10:50-12:30 Ignite: 22-minute meeting

Exercises: Target audiences, positioning12:30-2:00 LUNCH2:00-2:15 Research methods: Focus groups2:15-3:00 Guest speakers: Tar Sands Action3:00-3:30 Focus groups3:30-3:50 BREAK3:50-5:00 Sustainability marketing, Team Time!

For more resources:

Nancy Van Leuven’s website:http://www.nancyvanleuven.wordpress.com

Click on: Managerial Marketing

Click on: Second residency!

(and more)