The Marketing Calculator Blog
ProRelevant's Blog on Marketing Strategy, Tactics and Research
Repositioning Strategy for IHOB
For a 60-year-old company based on one principal product—pancakes—to rebrand itself took marketing guts. Social media buzzed when the International House of Pancakes (the long-recognized IHOP) tweeted that a big change was coming, based on one letter (“B”) they teased...
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Social Media Buzzes About IHOB
But will it have long-term power? When the International House of Pancakes (IHOP) tweeted a teaser acronym (IHOB) last month, it set off a guessing game about what the “B” could stand for. Turns out the 60-year-old chain is renaming itself the International House of...
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Marketing Takes More Than 6 Seconds
Opinions are forming as to the effectiveness of 6-second television commercials. The jury is still out, but according to this article on MediaPost, don’t count on 6-second commercials to get your message across. With most viewers avoiding commercials by...
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Brands Miss Profit by Not Optimizing Media Budgets
A recent Ebiquity study found brands could improve their marketing ROI by 4% if they reallocated spend from outdoor, press and digital display to TV, radio and digital video. It stated that brands are missing a potential of $45 billion in profit by not optimizing...
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Data Analysis is More Important Than Ever for Brick-and-Mortar Stores
Marketing campaigns and promotions are challenging, even if you are armed with rich data and sophisticated analysis. But that is the best method to measure how effective marketing strategies are. Amazon has spurred internet shopping into hyperdrive, along with...
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Why Innovation Fails—and How to Prevent It
It may be human nature to focus on success, rather than failure, yet we can learn from both. Most companies look to successful businesses and booming upstarts for innovative ideas. This “survivor bias” means that only the winners are tracked; thus, the data is...
read moreMarketers have the daunting task of predicting and understanding consumer behavior.
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