It’s December and the influx of holiday parties have begun! Perhaps you have a large number of invitations sitting in your inbox, but the AMA Holiday Mixer this week is one you don’t want to pass up. We will be hosting this annual event favorite on December 12th from 6:00 – 8:00pm at Tongue & Groove.
Similar to last year, we’ve partnered with our friends at the Atlanta Ronald McDonald House Charity to give back to those in need this holiday season. Help us help others by bringing an unwrapped gift to the event. (Suggested items can be found at the end of this post.) The Ronald McDonald House Charities provides a home away from home for families of ill and injured children who must travel to receive treatment at Atlanta area hospitals. With your help we can make their holiday a little brighter.
We look forward to seeing you there!
Ronald McDonald House Charities Gift Suggestions:
Bibs, pacifiers, soft books, bottles, art kits, iTunes gift cards, video games, stuffed animals, Legos
This year the AMY Awards, AMA’s annual recognition for outstanding marketing efforts, has a new category: Best Use of Pumpkin Spice in a Marketing Program.
Ok, it hasn’t cleared the AMA board yet, but with the onslaught of pumpkin in everything from coffee to catnip every year at this time, it deserves consideration. Here are some nominees for brilliant marketing in this category:
Could be credited with starting it all. Starbucks has successfully branded its Pumpkin Spice Latte known by devotees as “PSL,” and rules in Twitter and Facebook mentions. This is the 10th Anniversary of the PSL, sold only during a limited time, and its highly anticipated seasonal debut creates a frenzy each year. Results: per season, 20 million PSL’s sold, generating $80 million, not counting the bottled Pumpkin Spice sauce, sold separately (Forbes). Can’t argue with that.
2. Dunkin’ Donuts
A market leader in both coffee and donuts, Dunkin’ has an edge in promoting a double whammy of pumpkin treats and pumpkin beverages. They arguably own the fast-food pumpkin space with Pumpkin Pie donuts, Pumpkin Coffee Coolatas, and now Pumpkin K-Cups, all branded through solid advertising and savvy social media. Results: Dunkin’ took it to the next level, capitalizing on its assets.
3. Trader Joe’s
Among the culinary adventurous, Trader Joe’s successfully positions itself as the one-stop for all things pumpkin. The fall campaign includes a direct mail of their newsletter, featuring 35 pumpkin-infused products – pumpkin waffles, pumpkin body butter, pumpkin dog treats…along with recipes and clever anecdotes. Results: with revenue of $10.5 billion in 2012 (Supermarket News), we’re guessing that pumpkin marketing sweetens both the brand and the bottom line.
4. Yankee Candle
Pumpkin spice is not only a flavor, it’s a yummy aroma. Yankee Candle creates the ultimate customer experience in this category, providing sensory satisfaction with nearly a dozen pumpkin fragrances including Pumpkin Spice, Pumpkin Brulee and Pumpkin Buttercream. The heady in-store aroma literally draws customers in. Results: the pumpkin fragrance lines are top sales contributors during fourth quarter.
Definitely could be credited with starting it all. Most of us would not even know what pumpkin spice is without Grammy’s famous pumpkin pies at Thanksgiving. In terms of brand recognition and longevity, she takes the cake (or pie). She only gets fifth place because of low resulting revenue, unless you want to count hugs and a heart-warming user experience.
Is this why consumers are so crazy for pumpkin spice at this time of year: the cozy, comforting association with home? A nostalgic reminder of simpler times and autumn family rituals? Or is it brilliant marketing with a limited time availability and addictive sweet-spicy taste?
What local businesses have capitalized on the demand for pumpkin during fall?
Guest blog by AMA Member Ann Morgan Kaser
Ann Morgan Kaser writes about retail trends from a marketing perspective. Her background is 15+ years in retail real estate marketing.
Jennifer Groese is a strategic, can-do marketer with over 6 years of B2B and B2C experience, offering an extensive track record in corporate event management, marketing automation, social media and client relationship management. Her success in effectively managing multiple high profile projects to increase profitability and overall company growth recently led her to her current Marketing Manager position at The List, the leading online business intelligence for marketing services and media companies.
With a passion for standing out, Jennifer enjoys keeping a pulse on emerging trends and finding innovative ways for her company to stay ahead of the pack. Her addictions include checking Mashable.com multiple times a day and constantly downloading Hubspot’s thought leadership.
As an active member in the marketing community, Jennifer has been a part of the American Marketing Association Atlanta chapter for the past two years and currently blogs for the Young Professionals SIG.
Jennifer holds a BBA in Marketing from Kennesaw State University and is planning to start her MBA in the next year.
Last week, we learned that AMA Atlanta won first runner up in the national Chapter Excellence Awards from more than 75 chapters nationwide. As we aim to help you grow throughout your career as a marketer – through premier programming, an ever-growing network and helpful resources, we’re thrilled that our hard work is paying off and earning national recognition. Congratulations to Ashley Schoenith and our amazing team that put all of our achievements last year into this award submission.
And if joining an award-winning chapter isn’t enough of a reason to become a member of AMA Atlanta, here’s another: it’s our annual membership drive! Click here for more information.
I look forward to seeing you at our next event!
Meet our September Volunteer of the month – Allison Mulling
Allison Mulling is Director of Marketing at Mulling Corporation, a 26 year old Human Capital firm that was named the #1 Best Place to Work by the Atlanta Business Chronicle. As Director of Marketing, Allison is responsible for all areas of marketing to include public relations, internet, social media and corporate communications. Prior to joining Mulling Corporation, Allison worked with the Ritz Carlton in Barcelona, Spain where she was involved in public and community relations as well as corporate marketing initiatives. Allison is a native of Atlanta where she attended Pace Academy, graduated from Virginia Episcopal School in Lynchburg, Virginia and received a BBA with a concentration in Marketing from Oglethorpe University. In her free time, Allison enjoys gardening, travelling, spending time with her two basset hounds and she has been busy planning her September wedding.
“AMA Atlanta has been an important part of my professional career for several years now. With so many fun events to attend, I am always excited expand my network of respected industry leaders, and the topics for the numerous events have provided me with great ideas and information to take back to work with me. The volunteer opportunities are endless and it is a pleasure to volunteer with and learn from the dedicated professionals at AMA!”