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MONDAY MORNING QUARTERBACK DIGEST #17

July 9, 2018

Monday Morning Quarterback Marketing Digest. Here are some marketing and research thoughts for this week. Email me (Mark@dennettgroup.com) if you need more info on any subject.

THE CHALLENGE OF BRAND CHANGING – To remain relevant, your brand needs to be occasionally updated, but there are dangers in changing key elements of your brand. Miss America is dealing with this right now. Miss America started as a swimsuit competition in 1921. It was a tourism promotion to get more people to Atlantic City. Back in the 20s, it was considered modern and liberating for women to pose in bathing suits. Times have changed. So, the Board and Chair Gretchen Carlson eliminated the bathing suit competition. Many volunteers, which run the nearly 100-year-old institution’s state and local competitions, and former Miss Americas vocally oppose this change. The Miss America Organization made a critical error. What was it? They needed to use an inverted pyramid decision-making process. Contact me and I will share this strategy with you. It is critical if you are thinking of making a brand update.

DO YOU USE INSTAGRAM BUSINESS STORIES? – One of the new tools with Instagram are story ads. If you are interested in learning how to create stories, which we are testing with a few clients, let me know. Also, remember, we are now providing digital content development for a variety of clients. Contact us for pricing.

THE DISAPPEARING LANDLINE – If you are considering phone survey research, you are facing some major challenges. First, you need to make sure you are calling more cell phones than landlines. Back in 2010, 68% of the population had landlines, now (2017) only 44% have them. This may be higher than you expected, since virtually everyone also has a cell phone. Of course, there are research challenges calling cell phones since they are portable (so are landlines). That is why researchers are using more online panels, like the one we are creating for Jackson County (www.DCGresearch.com). Are you planning a study? Contact me and I will share some of the tips for data collection in today’s world.

MAKING A DESTINATION WEBSITE A STRONGER MARKETING TOOL – As I mentioned last week, we are now recruiting partners for our 6th Annual Destination Website Research Study. It is super affordable and it provides answers to:

• Who is visiting (demographics) your website?
• Why do they visit your website and where do they discover your site?
• Will web visitors become real visitors to your city (economic impact)?
• What elements on your website are most important for encouraging visits to your area?

Contact me for a fact sheet on the new study. Ok, see you next week with some more thoughts.

One comment

  1. Hi Mark,

    Could you send me the fact sheet on the new study on Destination Marketing Website? Laurel will start the redesign in a couple of weeks.

    Thanks,

    Julie

    On Mon, Jul 9, 2018 at 9:19 AM, Powershift Marketing Blog wrote:

    > powershiftmarketing posted: “Monday Morning Quarterback Marketing Digest. > Here are some marketing and research thoughts for this week. Email me ( > Mark@dennettgroup.com) if you need more info on any subject. THE > CHALLENGE OF BRAND CHANGING – To remain relevant, your brand needs to b” >



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