JCPenney vs. Susan G. Komen: How (& How Not) to Handle a Marketing Debacle

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Mitch Wagner
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Re: I can't read this.
Mitch Wagner   2/23/2012 4:53:47 PM
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meeklog - Thanks for the tip! We'll fix that. 

meeklog
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I can't read this.
meeklog   2/23/2012 3:06:08 PM
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The organization's name is Susan G. Komen.

This is now two articles on this site that have improperly referenced the organization (Susan B. Komen for the Cure Criticism Leads to Fallout for Brands). Of course, the other article shifts to a "G" midway, so I guess it's only half as bad?

Please fix this...for your own sake.

Mitch Wagner
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re: Marketing or values?
Mitch Wagner   2/21/2012 3:53:42 PM
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Barbara - I was just passing on a link -- Ariella Brown did a piece for us in October addressing just the issues you mentioned. 

Barbara Krafte
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re: Marketing or values?
Barbara Krafte   2/21/2012 11:47:53 AM
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Mitch Wagner - 

Can you elaborate?

 

Mitch Wagner
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re: Marketing or values?
Mitch Wagner   2/20/2012 8:30:55 PM
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Barbara Krafte - This wasn't a brand mistake; that's another article about licensing and greed (way too many pink ribbons out there!). 

Ask and we shall deliver: Susan B. Komen for the Cure Criticism Leads to Fallout for Brands

alizasherman
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re: Marketing or values?
alizasherman   2/20/2012 4:58:09 PM
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@barbara krafte - Everything that happens in the "real world" with our companies, organizations and brands can get amplified in social networks. Make bad decisions offline, the spotlight can get heated online. Not understanding that magnifying effect is a miss on Komen's part.

Barbara Krafte
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re: Marketing or values?
Barbara Krafte   2/19/2012 3:11:50 PM
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My guess is that Susan is looking down wondering, how could they get it so wrong? Where was the Board in a decision of such magnitude? And how could they betray the organization's core values so committed to research and science? And finally, how why did they allow themselves to become corrupted by a political agenda that is the antithesis of everything the foundation stood for?

This wasn't a brand mistake; that's another article about licensing and greed (way too many pink ribbons out there!). This was a fundamental values shift, and a terribly disappointing one at that. 

 

Dwhite706
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Great article and kudos to J.C. Penny for not caving to pressure and understanding who their true marekt is and what they value.  Jeers to Susan B. Komen.  I an organization who professes to have the best interest of women at heart should make sure they hire people to work for and represent them to have the whole health and well being of women in mind, not just support for the parts they like

alizasherman
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@John Barnes - Interesting analysis. Always something to be said for doing your homework and avoiding knee jerk reactions.

John Barnes
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It required a bit of iron nerve, but if Penney's marketing intel was any good, they probably already knew that

1) the slightly-above-median middle class women "value shopping demographic" that is their backbone was one in which many, many women have openly gay friends and coworkers (partly due to the industries where Penneys shoppers are concentrated)

2) Ellen Degeneres is very well-liked in that same demographic and her talk show guest list is slanted heavily toward them; she brings the people they like, and would like to see, on the air, and interviews them in a very positive, respectful way.

3) One Million Moms bears several marks of being an astroturf organization: only about 40k Facebook followers, no public bodies-on-the-street events, claims of victory every time a sponsor drops a program, and a set of vague testimonials that indicate an old, churchy, prudish base (again, not the way that a woman who wants to look stylish  on a budget and wear something well made that will last a while tends to see herself). 

So someone at Penney's very likely looked and said "OMM doesn't win a lot and it's not clear there really is an OMM. Ellen Degeneres works well for us among exactly the people we want to sell to. Next." And then had the good sense to say that firmly in public.

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