Henry C. Boyd III

Henry C. Boyd is a Clinical Professor in the Marketing Department at the Robert H. Smith School of Business. He is also a managing director and principal at Ombudsman LLC, a diversified consultancy. He is licensed to practice law in Maryland, Wisconsin, and the U.S. District Court, Western District of Wisconsin.

Making Atari Cool Again

Ataribox logoAtari teased the gaming world on June 8 with a YouTube video promoting the company's first new console in 24 years. Besides ominous background music and close-up shots of a wood veneer surface, the only message is: "Coming soon." Smith School marketing professor Henry C. Boyd III says the beleaguered company has an iconic brand but will have to work like Pac-Man to chomp its way back into the gaming hardware space. "Even when the teaser ad came out, a lot of people thought it was a hoax," Boyd says. "It does beg the question: 'Can they pull this off?'" Read more...

Why Starbucks Is Dipping into Ice Cream

Has Starbucks figured out a way to entice its devoted morning-coffee crowd to come back later in the day? The Seattle-based chain is rolling out a line of ice cream coffee treats — called affogatos — at 100 stores across the country, betting that a more decadent coffee treat will inspire an afternoon or evening splurge. The treats — classically, ice cream topped with a shot or two of espresso — are the latest menu extension for the Seattle-based coffee giant, and show how Starbucks is using analytics data and its upscale Starbucks Roastery in Seattle to test out potential new offerings before rolling them out en masse. Read more...

Should the NFL Worry As Super Bowl Ad Buying Lags?

Fox was unexpectedly scrambling this week to sell the last remaining in-game commercial spots for the Feb. 5 matchup between the New England Patriots and the Atlanta Falcons. Typically, 90 percent of the commercial airtime is sold by October, as advertisers look to stage a presence during one of the year's most-watched television events. This year, however, Fox didn't hit that benchmark until December. Is the lag a harbinger for the league and its broadcast partners? Three experts at the Smith School of Business offer a range of explanations. Read more...

84 Lumber’s Risky Play for Super Bowl Sunday

A U.S.-Mexican border wall: President Donald Trump says he is ready to build one. And 84 Lumber wants to attach one to its brand, starting Super Bowl Sunday. Both have their critics. The Fox Network rejected a proposed Super Bowl commercial from the family-owned Pennsylvania-based construction supplier, saying its depiction of a border wall that blocks people from looking for work in the United States was "too political." But that hasn't deterred 84 Lumber, at least not entirely. Read more...

A Look Back at the Best Ads of 2016

H&M, "Come Together"Adweek's list of the 10 best ads from 2016 runs the emotional gamut. There is comedy. There's drama. There's even a bit of spy intrigue. If that mix sounds a little like the box office for any given year, that's no surprise, says Smith School marketing professor Henry C. Boyd III "More and more we are seeing spots that are more than a commercial. They are minimovies," he says. It's a trend that took hold with the popularity of YouTube, and it's one that's likely to be with us for a while. Boyd breaks down AdWeek's top 10 and what makes them so good. Read more ...

Stunt Marketing or No, Domino’s Has Refurbished its Brand

Last week, Domino's Pizza delivered a pizza by reindeer in Japan. And before that, it started delivering pies by drone in New Zealand. Neither method is likely to become a mainstay delivery method for the Michigan-based pizza giant, but experts say that both demonstrate its willingness to adapt, to take some chances and to try a few gimmicks. The onetime target of late-night talk show jokes has stoked a comeback by focusing on its niche as a delivery innovator, with an Apple Watch app and a "Tweet a Pizza" system that lets customers order pizza by way of emoji. Read more...

Are You Ready for Some Football, Yet?

The NFL's biggest concern this season likely isn't Colin Kaepernick or concussion risks or even who's going to the Super Bowl. It's eyeballs.The National Football League has seen its faithful TV audience unexpectedly deflate by more than 10 percent through the first five weeks of the season, according to Nielsen ratings data. Smith School professor Derrick Heggans, who formerly worked for the NFL, says those eyeballs are coming back. Here's why...

Carnival looks to launch a ‘Love Boat’ of its own

"Vacation Creation" will air on the CW. Love, exciting and new – that’s what Carnival Cruise Lines is going for as its launches its new line of original television programming. It's hoping to recreate the TV magic that helped boost the vacation cruise industry in the 1980s, when the popular hour-long sitcom, “The Love Boat,” was in its heyday and people were flocking to ports like never before in search of a dream getaway. Carnival’s three original travel programs are to set sail this weekend on NBC, ABC and the CW network. Read more...

Trump Is Winning Twitter: Does It Matter?

Retweets aren't necessarily endorsements, and they definitely aren’t votes. So what can Twitter tell us about the 2016 presidential election? Maybe more than you think, new research from the University of Maryland suggests. For starters, Republican nominee Donald Trump is winning — at Twitter anyway — over Democratic rival Hillary Clinton. The authors of a working paper focused on presidential campaign media coverage and tweeting analyze the effects of Trump's frequent tweeting. Read more...

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