Posts Tagged ‘Pew Research Center’

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MONDAY MORNING QUARTERBACK DIGEST #27

September 24, 2018

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

TWO QUICK REMINDERS – Do you need end-of-the-year research or a facilitator for a planning meeting? Contact us and let’s get you on the calendar. Also, our 6th Annual Destination Website Research Study will begin next month. The cost is just $125 per month for a one-year study.

AS ANYTHING CHANGED IN 27 YEARS? – Stay tuned this week for “she said, he said” 2018 version when we find out at Kavanaugh hearing if anything has changed since Anita Hill’s sexual harassment allegations against nominee Clarence Thomas in 1991. Interestingly, our view of women in leadership has definitely changed. According to a current Pew Research Center survey, today the majority of Americans say they would like to see more women in top leadership positions – not only in politics, but also in the corporate world. But Republicans and Democrats have widely different views on this subject.

Democrats and Democratic-leaning independents are more than twice as likely as Republicans and Republican-leaning independents to say there are too few women in office (79% vs. 33%). While 64% of Democrats say gender discrimination is a major reason woman are underrepresented in these positions, only 30% of Republicans agree. Will party differences in their view of women in power make any difference when it comes to sexual harassment? We will see.

THE WORLD OF FACEBOOK HAS CHANGED –Take note if you use Facebook (FB) for marketing. People’s relationship with FB is changing. Just over half of FB (54%) users say they have adjusted their privacy settings in the past 12 months, according to a new Pew Research Center survey. Around 42% say they have taken a break from checking the platform for a period of several weeks or more, while around a quarter 26% say they have deleted the Facebook app from their cellphone. All told, some 74% of FB users say they have taken at least one of these three actions in the past year. These changes could have a long-term impact on using FB as a marketing tool.

NIKE GAMBLES – Nike’s “Just do it” campaign is three decades old. So, how do you breathe life into a slogan that is not relevant to a new generation of consumers (most were not even born when the campaign was launched in 1988)? Just add controversy. It was a risky marketing step. It started off with a ton of angry and upset people (mostly baby-boomers and older). But it spoke to a new generation that is far more tolerant. The result? According to a Thomson Reuters Research Study, Nike’s decision to feature Colin Kaepernick paid off handsomely. The company got a load of free publicity, its online sales saw a big boost after the campaign launched, and its stock hit a record high last week. Nike’s online sales in the 10 days following the campaign’s launch saw a 61% rise in the amount of sold-out merchandise, compared to 10 days before the launch. Researchers also noted that, immediately following the launch, Nike managed to cut the number of items it was discounting on its e-commerce site by almost a third, and still do well. The marketing lesson here: if you have an old brand that is relevant only to people over 40, drastic action may be required.

LOYALTY PROGRAMS ARE CHANGING – I was involved in launching the first frequent flyer program, 38 years ago! So, like Nike, how do you keep a loyalty program going for four decades? You need to change-up the rewards. Retailers, who used to just offer discounts, are finally changing their approach according to The Wall Street Journal. Many retail loyalty clubs are shifting to experiences. Recently J. Crew members were treated to breakfast when the store opened an hour early to give them first dibs on sales items. Nike’s Manhattan flagship store, which will open in 2019, is set to have a members-only floor with exclusive products and services. Macy’s platinum cardholders get VIP access to the Thanksgiving Day Parade, cooking classes and Broadway show previews. Lesson here: you must keep your loyalty programs relevant. Is it time to look at your program? By the way, if you don’t have a loyalty program, we help set one up for you.

Ok, see you all next week.

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MONDAY MORNING QUARTERBACK DIGEST #16

July 2, 2018

Monday Morning Quarterback Marketing Digest. Missed last week due to a family wedding (wonderful) and travel, but happy 4th of July week. Here are research thoughts that could help you this shortened business week.

HOW DO PEOPLE VIEW YOUR VISITOR DESTINATION? – In September we are scheduled to conduct our third, semi-annual Brand Awareness and Perception Study for an Oregon DMO (Destination Marketing Organization). We have been honored to provide this outstanding organization an independent research view of the effectiveness of their marketing efforts since 2014. What has been the biggest surprise of these studies? Why all DMOs don’t conduct independent research of their marketing efforts.

Literally millions of dollars are being spent in Oregon to brand destinations and attract more visitors. Yet, most rural DMOs do not conduct any independent research to see if their efforts are paying off. Call (541-488-4925) or email me at Mark@dennettgroup.com if you would like to learn more about how to conduct this type of research for your marketing team. We have done these studies for the travel industry, nonprofits, healthcare, financial institutions, and retail groups.

HOW WELL IS YOUR WEBSITE PERFORMING? – Speaking of DMO research, we are beginning the final quarter of our 5th Annual Destination Website Research Study. Ten different DMOs have participated in our study since launching it in 2011. Why do cities and chambers that operate Convention and Visitor Bureaus participate in this study? Because it is affordable (around $100 per month) and it provides answers to issues you need to know to help generate public funding and support:

• 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?

We are now recruiting partners for our 6th study that will begin in October. Interested? Email me at Mark@dennettgroup.com or give me a call for details (541-488-4925) for a fact sheet.

ARE YOU READY FOR GOOGLE’S REBRAND? – Today, if you are not using one of Google’s ad platforms you are not doing your digital marketing job. Google decided to rebrand all their offerings under the Google Ads label. Google’s Senior Vice President of Ads said the company’s complex assortment of products has become confusing to navigate. I agree. But the real goal is to make it easier for Google to upsell those products. Want to learn more? You can join me and others on Tuesday, July 10th at 9:00 a.m. Pacific, noon Eastern, for a live podcast. Here’s a link to register, click here.

IT IS STARTING – A RADICAL CHANGE TO YOUR INTERNET EXPERIENCE – If you don’t live in California, you may have missed this news. California lawmakers passed a data-privacy bill that grants consumers some of the broadest protections in the country, including the right to prohibit the sale of personal data to third parties and to opt out of sharing it altogether. Good news? Perhaps, but the law also allows companies to charge consumers a premium if they don’t share data. Is this the future of internet access? If you don’t allow firms to mine your data for advertising, you will pay more for visiting a website?

WHAT DO PEOPLE THINK OF THE SUPREME COURT? – Stepping away from my marketing focus to celebrate our country’s heritage, here are few facts about the U.S. Supreme Court from the Pew Research Center that you might find interesting. Have a great 4th of July holiday!

1. Two-thirds of Americans (66%) view the high court favorably, up 18 percentage points from July 2015, when only around half (48%) approved.

2. A growing share of Americans (55%) say the Supreme Court should base its rulings on what the Constitution “means in current times,” rather than what it “meant as originally written.”

3. The average tenure of a Supreme Court justice is nearly 17 years. This analysis excluded the current members of the court since their tenure is ongoing.

That is all for this week. Let me know if there are any specific research or marketing questions you are thinking about that I can cover in my weekly update.

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MONDAY MORNING QUARTERBACK DIGEST #15

June 18, 2018

Monday Morning Quarterback Marketing Digest. Here are some marketing and research thoughts that could help you this week.

FATHERS TODAY ARE DIFFERENT – Reflecting on yesterday’s Father’s Day, here’s a question for the week: What kind of marketing messages should you be using to target dads today? Well, the modern dad is very different than his father or grandfather. According to several PEW research studies, fathers are taking a more active role in caring for their children and are helping around the house more (I know, it is about time). The number of stay-at-home and single fathers has grown significantly too. Unfortunately, more and more children are growing up without a father in the home. Here are some of the most interesting facts:

Dads, like moms, say parenting is extremely important to their identity (57% dads, 58% moms). Dads also appreciate the benefits of parenthood: 54% say parenting is rewarding all of the time, as did 52% of moms. Meanwhile, 46% of fathers and 41% of mothers said parenting is enjoyable all of the time.

Fathers are spending, on average, eight hours a week on child care – about triple the time since 1965. Fathers also put in about 10 hours a week on household chores, up from four hours in 1965.

Everyone works. Only about 1 out of 4 families (27%) with kids under 18 live in a family where only the dad works. This is a dramatic change from 1970, when almost half (47%) were in families where only dad worked. The share of couples living in dual-earner families has risen significantly and now represents the majority of two-parent families with children.

CONTENT, CONTENT, CONTENT – If you are marketing today, you need content! Whether it is more Facebook posts, more videos, more relevant news releases, or keeping your website updated, creating engaging content is critical. But this can be a time challenge. That is why we are now helping several clients with content. If you need an affordable extra hand, contact us for a quote. Our rates start as low as $200 per month for a helping hand.

BIG NEWS LAST WEEK – Two things happened last week that will dramatically change access and control of marketing to consumers. In fact, I believe that June 2018 will go down as a turning point in consumer marketing.

First, net neutrality officially ended on the federal level. No need to get back to the debate (it’s over), but here’s the bottom line: companies will soon be able to charge different rates for slower or faster access to the internet. Also last week, a federal judge approved AT&T’s $80 billion purchase of Time Warner. For marketers, these two events are monumental.

Controlling access to news and entertainment on all platforms will soon be in the hands of giant corporations, like AT&T. America’s largest pay-tv provider and second-largest wireless operator by subscribers, AT&T will soon be a juggernaut. They will move quickly to the digitization of TV advertising. This means they can marry accurate data targeting–based on information from its cell phone subscribers and TV viewing habits–with premium content. And they can charge different people, different prices to access on any platform.

Comcast, the other big bully (they are the largest high-speed broadband provider in the U.S.), wasted little time getting into a bidding war with Disney for most of 21st Century Fox’s assets. Mark my words, in five years you will all be paying substantially more to reach consumers with your marketing messages.

ARE PEOPLE HAPPY WITH A MORE COLORFUL AMERICA? – One of the things I have notice is that there is very little racial or ethnic diversity in many ads. Sure, they may not live in your community in large numbers, but a majority (58%) of Americans continue to say the U.S. is a better place to live as a result of its growing racial and ethnic diversity. So, showing more diversity in your marketing could be good for business. Of course, diversity as a good thing is impacted by political beliefs according to another PEW Research study.

Most Democrats and Democratic-leaning independents say growing diversity is good, including 78% of Democrats who describe themselves as liberal. A smaller majority of conservative and moderate Democrats (66%) say the same.

Even 47% of Republicans see diversity as good. While positive views among Republicans vary little by ideology, negative views are somewhat more widespread among conservative Republicans than moderate and liberal Republicans.

That is all for this week. Let me know if there are any specific research or marketing questions you are thinking about that I can cover in my weekly update.

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MONDAY MORNING QUARTERBACK DIGEST #13

June 4, 2018

Monday Morning Quarterback Marketing Digest. Welcome to June! Here are some marketing and research thoughts that could help you this week.

FORGET FACEBOOK IF YOU ARE TRYING TO REACH TEENS. As mention in previous posts, Facebook is now a great way to reach parents and grandparents, but not teens. I mean, why would any self-respecting teen use something that their parents use? Want to reach teens, shift your advertising eye to: YouTube, Instagram and Snapchat. Those are the most popular online platforms among teens. Fully 95% of teens have access to a smartphone, and 45% say they are online ‘almost constantly’… a bit frightening.

According to a new PEW survey, half (51%) of U.S. teens ages 13 to 17 say they use Facebook, notably lower than YouTube, Instagram or Snapchat. This shift in teens’ social media use is just one example of how the things have changed for young people since PEW’s last survey of teens in 2014-2015. For the most part, teens tend to use similar platforms regardless of their demographics, but there are exceptions. Lower-income teens (living in households that make less than $30,000 a year) use Facebook more than those living in higher-income households of $75,000 or more a year. If you want to learn more, click here for the complete story.

SAY YOUR SORRY, BUT DON’T OVER DO IT. The Roseanne and Samantha Bee comments and then apologies, points out that we live in the age of apologies, sincere or otherwise. As reported by the Wall St. Journal, companies are spending millions of dollars to make their mea culpas a part of their ad strategies. Once confined to a full-page newspaper ad at best, apology campaigns from Uber, Facebook and Wells Fargo have expanded from print to digital, billboards and TV.

“The cost of a crisis campaign can now be up to 20 times what it was in 2000,” said Edelman PR firm’s Harlan Loeb, global chair of crisis (can you believe they have a title like that?). Facebook had spent $30 million on TV commercials. But there is a danger of apology fatigue. So, yes, tell consumers you were a jerk, but then move on.

ARE PUBLIC OPINIONS BASED ON FACT OR FICTION? In my marketing book, I point out that public opinions are created by events. People simply do not have an opinion on most things until something happens (an event) and then they form opinions. But in this age of fake news, does that event have to be real? No.

For example, there is simply no truth to “Spygate,” the President’s belief that someone was planted as a spy in his campaign. Yet, by just making a public accusation (the event), most people now have an opinion on it. Public opinions of men that have been accused of sexual misbehavior have changed because of the charge (the event), not necessarily the facts. Another example, accepting refugees. A PEW study shows that half of Americans (51%) say yes we should accept refugees. However, 62% of Republicans say no and 74% of Democrats say yes. Today, public opinion is being created by the 24/7 partisan stories shared on social media. That is why researching people’s opinions today is far more challenging. It is also why we are doing far more awareness and opinion studies for clients. If you need to know what your customer things of you, we can help.

That is all for this week. Let me know if there are any specific research or marketing questions you are thinking about that I can cover in my weekly update.

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MONDAY MORNING QUARTERBACK DIGEST #12

May 29, 2018

Monday Morning Quarterback Marketing Digest. Happy Memorial Day Weekend! Here are some marketing and research thoughts that could help you this week.

IS FACEBOOK A GOOD MARKETING TOOL FOR YOU? – Today, most businesses have a Facebook (FB) page. Here are three questions you need to answer YES to, if you want to use Facebook as a marketing tool.

(1) Is your company ready for social engagement? – Facebook is a customer engagement tool. It is social media, which means users want a personal connection to your company and what you are doing. Your fans will see your page as a reflection of you, the company, not an advertising space. Can you share relevant and interesting tidbits often? If you hardly ever post, your customers might think you don’t care about them. And if you are facing a PR issue, you can bet your customers will post on your page – and elsewhere, too – about it. If you don’t have the staff or tools you need to respond in a timely way, Facebook is not for you.

(2) Do you know your customer? – Various studies have revealed that people spend a lot of time daily on social media: YouTube (40 minutes), Facebook (35 minutes), snapchat (25 minutes), Instagram (15 minutes) and Twitter (1 minute). Kids and teenagers spend 6-8 hours a day on social media (texting is number one). Interesting, as parents and grandparents have joined the Facebook generation, the under 30 group has shifted to other social media. But are your potential customers on Facebook? That is why every company needs to conduct customer research to know the social media habits of their customer base. We can help do this.

(3) Do people want engagement with your company? – Some industries are ideal for Facebook marketing. Travel and Leisure is one of them. People love to travel and they love sharing experiences on social media. But other industries like plumbing and banking are not good FB candidates. Do you really want more social connection with your banker or your plumber? A simple way to judge your engagement potential is to check your FB Likes. Are they growing? Likes, introduced in 2009, are not as valuable as they once were (I will cover this in a future post), but if your Likes are not growing, Facebook might not be the tool for your business. Sure, FB can be a useful online informational platform for you, but it won’t be a proactive marketing tool.

Have questions or need help with Facebook? We can conduct the research needed to discover your customers’ social media habits and we can also run your FB campaign. Let us know if you need help.

ARE YOU PART OF THE LOST GENERATION? – In an examination of household wealth, researchers have defined people that were born in the 1980s as the “lost generation.” For the analysis, Federal Reserve Bank of St. Louis researchers estimated typical life cycle wealth trajectories using the 1989 through 2016 Survey of Consumer Finances. Two stories emerged, and only one had a happy ending.

Here’s the story with the happy ending: By 2016, the net worth of older Americans (born in the 1930s, 1940s, and 1950s) had recovered from the Great Recession (2008).

Here’s the other story: By 2016, the net worth of younger adults (born in the 1960s, 1970s, and 1980s) had not recovered. Those born in the 1960s were still 11% short of their expected net worth in 2016. Those born in the 1970s were 18% short. Those born in the 1980s were 34% short.

Housing debt explains the shortfall for the 1960s and 1970s cohorts. But few in the 1980s were homeowners during the housing bubble, so the shortfall is caused by other types of debt – student loans, auto loans, and credit card debt, said the researchers. There is still hope. People born in the 1980s have higher educational attainment and many years to catch up. But, the report concluded, “the 1980s cohort is at greatest risk of becoming a ‘lost generation’ for wealth accumulation.”

WHY CAN’T WE ALL GET ALONG? – It has a lot to do on where we live. In our research studies we have found that people that live in urban, suburban and rural counties see the world far differently. A new PEW Research survey also found that most urban and rural residents feel misunderstood by those who live in other types of communities.

While classifying counties as urban, suburban and rural is useful in helping understand how the country is changing, it’s important to keep in mind that there is a great deal of diversity within community types. To understand how these changes are playing out in your own community, you can use PEW’s interactive feature on their research, which has data on the nation’s 3,142 counties and county equivalents (such as parishes and independent cities). It is a fun bit of research to look at, click here

That is all for this week. Let me know if there are any specific research or marketing questions you are thinking about that I can cover in my weekly update.

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MONDAY MORNING QUARTERBACK DIGEST #8

May 1, 2018

Monday Morning Quarterback Marketing Digest. Ok, it is Tuesday, but I thought May 1st was a good day to highlight market research that could make your marketing efforts stronger in May.

SURVEY FOR GOOD – We are still inviting people who live in Jackson Country, Oregon to join our new Southern Oregon research panel. Check it out right here.

KEEP THOSE TOURISTS AWAY FROM ME! – This week is the annual Oregon Governor’s Tourism Conference. It concludes today in Bend, Oregon. While Oregon still has the welcome mat out, some popular areas are struggling to cope with the growth of worldwide tourism. Venice has come up with a new plan to cope with visitors that strain its infrastructure: segregating locals and tourists. The Italian city will restrict the movement of visitors and turn away some motorists. The extraordinary move is the latest step by Venice to manage high levels of tourism that in recent years have led to calls to ban cruise ships and restrict visitor numbers. You can read more here. 

Our studies with several destination marketing organizations (DMOs) show that there is growing concern about having more visitors, especially if they are ethnically or culturally different from local residents. Perhaps Venice is a cautionary tale for the rest of us. It might be time for some local research on how your residents look at visitors?  We can help.

FORD IS NOT GOING TO SELL CARS? – This might be the biggest marketing news from last week. So, why would a pioneering car company stop selling cars in the U.S.? It’s a great marketing lesson – the need to be constantly evaluating your market. It shows the importance of research and data today. This is a good story if you think your market is changing. Read more here.

DO AMERICANS BELIEVE IN GOD? – Yes, 90% believe in a higher power. But only a slim majority believe in God as described in the Bible. About half say that God or another higher power directly determines what happens in their lives. Younger people have less of a belief in God. Higher educated Americans have more questions about God. This PEW Research story recap shows six key takeaways from the PEW Study.

THE PROFILE OF UNMARRIED PARENTS IS CHANGING DRAMATICALLY – If you market to adults with kids, you need to be aware of this new PEW Research Study. Some of the highlights: Single moms – those raising a child with no spouse or partner in the home – no longer dominate the ranks of unmarried parents. In 1968, 88% of unmarried parents fell into this category. Now, it is 53%. A growing share of unmarried parents are cohabiting now, up to 35%. Click here to see recap of the study.

MILLENNIALS GET MOST OF THEIR NEWS FROM? – According to a 2018 survey from the University of Chicago, most Millennials now get their news from the internet. So, where are they going on the internet? Are they going directly to a news site, or to a news aggregator (such as Reddit), or to social media (such as Facebook)? According to this survey, the answer is yes to all three. Among Millennials who get most of their news from the internet, there is a fairly even split among the three types of news sources. If you are a marketer and you want to reach these people, you need to be in a lot of places.

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MONDAY MORNING QUARTERBACK DIGEST #7

April 23, 2018

Monday Morning Quarterback Marketing Digest. Each week I highlight market research that could make your marketing efforts stronger. Want to conduct your own research? Let us help.

(1) ARE YOU READY FOR YOUR CUSTOMERS? – Many of the firms I work with are in the hospitality industry and summer is their peak season. That is why I am getting more calls for my “I’ll Be Back” 90-minute customer service workshop. They find that an outsider can make training more memorable and powerful. But regardless of how you conduct it, what customer service training are you doing? Surprisingly, many businesses have no formal program. Sure, they train people to handle their jobs, but few people know the basics of customer service today. Email me (Mark@dennettgroup.com and I will send you a quick quiz you can share with your staff to see if you have the symptoms of service decay. It is a fun quiz.

(2) WHERE HAVE ALL THE GOOD PEOPLE GONE? – It seems every day I read more about people having a tough time finding good people to hire. I also know it is hard to keep good people. One of my first clients was a small bank in Southern Oregon. I will never forget their CEO John Anhorn telling me that they “hire for attitude and train for service.” I still think this is the key to success. That’s why I found this LinkedIn article by Brigette Hyacinth, author of The Future of Leadership: Rise of Automation, Robotics and Artificial Intelligence worth a quick read.

(3) CAN YOU FIND WELL-BEING IN A TECH WORLD? – Last weekend I helped plant trees in a Rotary project for Earth Day. We had two young helpers participating (grandkids of our president). Once the planting was completed, I was amused that the highlight of the day for these two boys was playing in a giant dirt pile. Refreshing. I may be showing my age, but spending more time with your digital devices doesn’t seem to make people happier. Now, many experts say digital life will expand people’s boundaries and opportunities. But nearly a third think that people’s overall well-being will be more harmed than helped in coming years. This PEW study shares what people think of living in our tech-saturated world.

(4) WHAT TO DO IF 60 MINUTES CALLS? – Well, the first thing you do is talk to them. Allegiant Air is finding out the consequences of “stonewalling.” In my marketing book, PowerShift Marketing, I devote an entire chapter on how to handle a PR crisis. Allegiant Air, so far, is writing a new book on how NOT TO HANDLE IT. Interesting read on how not to handle the media. Email me (Mark@dennettgroup.com) and I will send you a copy of this section of my book. 

(5) ACCESS MORE INFORMATION OR MORE CONTROL? – Fake news is a real issue, since the majority of people today use social media as their number one source for news. So, do we favor protecting access to information over government restricting false news? Nearly six-in-ten Americans say the freedom of accessing information is more important than protecting us from fake news. The public does like the idea of technology companies taking action. Interesting PEW study.

Thanks again for reading my blog. Here are links that related to the information I shared:

2) WHERE HAVE ALL THE GOOD PEOPLE GONE?

(3) CAN YOU FIND WELL-BEING IN A TECH WORLD?

(4) WHAT TO DO IF 60 MINUTES CALLS?

(5) ACCESS INFORMATION OR MORE CONTROL?