Last month I highlighted an Aberdeen Research report that  pointed out a sobering statistic about people who fill the role of CMO. The average length of tenure is just under 2 years. Writing for IT BusinessEdge, Rob Enderle echoes this concern. He suggests that many CMOs are not well-matched to the specific position or corporate structure they have taken on.

To improve the chance of success in this position, Enderle reminds his readers to return to basics with an understanding of the 4 elements of marketing defined by emeritus professor Theodore Levitt, Harvard Business School:

• Identify, select and develop the product
• Price the product
• Select the appropriate distribution channel with the customer as the end point
• Develop and implement the promotional strategy

In assessing the successes of CMOs, Enderle holds up Apple as a company that excels in all categories. He also outlines several ideas about how CMOs can increase the length of time they hold their jobs. While some of these points have been widely discussed in the industry, the following concepts should loom large in the plans of any new CMO:

• Learn from the Last CMO’s Successes and Failures
• Make the CEO Look Brilliant
• Build Your Own Loyal and Competent Team
• Maintain Control Over Your Ad Agency

These strategies may help new CMOs in 2010 keep their jobs for more than 2 years and allow them to contribute significantly to the success of a business.

[Source: Enderle, Rob, How to Survive the Thankless CMO Job, ITBusinessEdge, 12.16.09]

With less disposable income to spend for travel and vacations, more American consumers are spending more time at home and investing in home and garden beautification to make their little corner of the world a more enjoyable place to be.

In a recent survey of 1,000 U.S. consumers for Kline’s study The Impact of the Recession on the U.S. Non-crop Pesticide Markets, 2009-2014, nearly 50% of respondents said they already purchase gardening products, nearly double the incidence of any other specialty pesticide category. Plus, gardening was the only consumer pesticide product or service category to show an increase in purchases during the 2008-2009 slowdown.

In fact, 42% of users said they have increased spending on garden products during the economic crunch, by an average of 25%. This welcome news has helped to keep the forecast growth rate in gardening products 1% to 2% above the other consumer pesticides. While nearly every other category is expected to post flat real growth with only price increases for growth, gardening is predicted to grow by more than 4% over the next five years.

Meanwhile, 18% of respondents in the representative sample reported that they currently buy home lawn care services, both mowing and chemical application. Another 12% have not purchased for 12 months, a pretty good indication that they have dropped the service. However, only an additional 1% planned to drop it in the future, while 11% planned to enter the market, an indication that the market decline has flattened and is positioning for growth once again.

The take-away message is that even in a down economy, new customers are making plans to enter or re-enter the lawn care service market. Marketers who develop plans to accommodate the new entrants will gain share once the economic rebound. Additionally, 44% of respondents have never purchased the service, a fact that presents an opportunity for marketers.

For service providers, the key to converting those non-buyers into customers lies in understanding and playing to consumers’ desires for a more enjoyable home environment – a lusher and greener lawn worthy of a “staycation,” at an affordable price. In this kind of sales conversion strategy, demonstrating return on investment is critical-potential customers must understand that the price they pay for the service is worth the benefits they will reap, and services must be packaged to deliver value to potential new users.

Similar to the lawn services market, an opportunity exists for DIY consumer lawn products marketers to reach non-buyers. In Kline’s survey, 23% of respondents reported that they never buy lawn products, which amounts to untapped potential for suppliers and marketers. To increase product sales, market share and profitability, marketers must not only understand why customers do buy, but also why they don’t. Is it a lack of understanding or appreciation for the results? Concerns about efficacy, safety, or cost? By specifically addressing the reasons customers don’t buy, marketers in this segment can be more effective in changing that position.

“The Impact of the Recession on the U.S. Non-crop Pesticide Markets, 2009-2014,” conducted by Kline & Company, December 2009.  Website: www.klinegroup.com.

Ad-ology Research recently updated their Industry Marketing Insights report for Display Advertising Services (also called Out-of-Home). The following are the predicted Top 5 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

• The ad industry is expected to recover in 2010 and the out-of-home segment should continue to grow.
• Consumer groups continue to fight billboard placement and are pressing government officials to more strictly regulate the industry.
• Digital out-of-home networks are often locally owned and operated but as the industry matures, consolidation is expected.
• Retail, airport and entertainment districts are growth venues.
• More out-of-home operators may allow users to stream user-generated content in the future, a move which could increase the appeal of this media format.

The Industry Marketing Insights report for Display Advertising Services is available on Ad-ology.com (Research Store) for $195 USD with local market data for any U.S. market.

[Source: Ad-ology Research, December 18, 2009]