TRIBE
While people want to be 'unique'... in troubled times people will count on the collective to gain in importance, with individuals also seeking solace and comfort in the company of kindred spirits.
Tribal marketing is a marketing strategy that attempts to create social groups or communities that are centered around a product or service. The credo of tribal marketing is that postmodern people are looking for products and services that not only enable them to be freer, but can also link them to others, to a community, to a tribe.
Many tribes tend not to evolve around a specific product or brand, but are about consumers/individuals sharing similar interests, hobbies, beliefs, preferences, world views and passions.
To DESERVE access, brands will have to come up with something that transcends advertising. Something truly useful, relevant, delightful or generous.
TRIBEFACTURING
Actually delivering products and services tailored to tribal needs. What's next? broadening the scope of what is essentially niche production, by taking the concept from niche catering to Passions to niche catering to Lifestyles.
EX - Diesel created a limited edition line of jeans designed to withstand the rigors of summer festival fun called Diesel Roskilde Festival Jeans. Reportedly only 1,000 pairs were up for sale for both men & women, making scarcity part of the appeal!
Thursday, January 22, 2009
(F)LUX
(F)LUX = The Future of Luxury
because scarcity is in the eye of the beholder, and the beholder is influenced by changing social norms, luxury will forever be in flux.
In 2009, instead of worrying about the future of luxury, shift your focus to defining scarcity.
GENERICA
is an environment where global consumers' expectations of design and service - even for the most mundane products - equal or surpass offerings that were regarded as truly luxurious only a few years ago.
DUBAI-ESQUE
is that overly brash homogeneous extravagance where everything looks and feels like it could be in Dubai. This trend will see some serious backlash in '09.
DISCREET-CHIC
is propelled by the current downturn and an accompanying need for less flaunting and more restraining. Environmental concerns are leading segments of wealthy consumers to favor the discreet over the DUBAI-ESQUE.
BESPOKE
Usually a term for tailored clothing made at a customer's behest, and exactly to the customer's specification. Personal touch is what appeals most to those consumers desperately trying to be 'unique'.
COMMISSIONED
lets anyone submit a request for a made-to-order object. Requests need to include a description and their ideal price and delivery deadline. Details are then sent to designers who can bid on the project and the shopper can accept the one that best matches their design. Ponoko ID (www.ponoko.com/ponokoid)
NONDESCRIPT
involves trendsetting consumers purposefully no longer caring about limited editions, about bespoke, about brands, instead opting for the bland and the nondescript.
ACCESS
One of the current status shifts = exclusive access to privileges and experiences. Some access perks will become even more desirable if you add a 'secret' layer to them: as 'being in the know'
WARHOLIAN TRIUMPH
Andy Warhol predicted: every commercial object not only can be art, but actually wants to be art these days. Blending art and commerce and experiences and products, WARHOLIAN TRIUMPH encompasses the total victory of experience economy and pop-culture over everything else in the consumer arena.
BRANDHOLLIAN
is about placing the brand out there, not selling a specific product or service, but rather being everywhere: hosting and initiating those events that equal seminars that equal experiences that equal concerts that equal media.
because scarcity is in the eye of the beholder, and the beholder is influenced by changing social norms, luxury will forever be in flux.
In 2009, instead of worrying about the future of luxury, shift your focus to defining scarcity.
GENERICA
is an environment where global consumers' expectations of design and service - even for the most mundane products - equal or surpass offerings that were regarded as truly luxurious only a few years ago.
DUBAI-ESQUE
is that overly brash homogeneous extravagance where everything looks and feels like it could be in Dubai. This trend will see some serious backlash in '09.
DISCREET-CHIC
is propelled by the current downturn and an accompanying need for less flaunting and more restraining. Environmental concerns are leading segments of wealthy consumers to favor the discreet over the DUBAI-ESQUE.
BESPOKE
Usually a term for tailored clothing made at a customer's behest, and exactly to the customer's specification. Personal touch is what appeals most to those consumers desperately trying to be 'unique'.
COMMISSIONED
lets anyone submit a request for a made-to-order object. Requests need to include a description and their ideal price and delivery deadline. Details are then sent to designers who can bid on the project and the shopper can accept the one that best matches their design. Ponoko ID (www.ponoko.com/ponokoid)
NONDESCRIPT
involves trendsetting consumers purposefully no longer caring about limited editions, about bespoke, about brands, instead opting for the bland and the nondescript.
ACCESS
One of the current status shifts = exclusive access to privileges and experiences. Some access perks will become even more desirable if you add a 'secret' layer to them: as 'being in the know'
WARHOLIAN TRIUMPH
Andy Warhol predicted: every commercial object not only can be art, but actually wants to be art these days. Blending art and commerce and experiences and products, WARHOLIAN TRIUMPH encompasses the total victory of experience economy and pop-culture over everything else in the consumer arena.
BRANDHOLLIAN
is about placing the brand out there, not selling a specific product or service, but rather being everywhere: hosting and initiating those events that equal seminars that equal experiences that equal concerts that equal media.
CARE: GENERATION (G)ENEROSITY
CARE
Now with a recession having set in, expect to hear even more about 'caring', as that's what consumers and citizens will demand from governments and organizations: someone to take care of their jobs, their savings, their fellow citizens.
Generosity: liberally in giving or willingness to give
We're talking about truly living a generous, caring brand, generous to customers, generous to employees, generous to the environment, generous to social causes.
Giving is the NEW Talking and Sharing is the NEW giving
just look at the surging interest in participating vs consuming: from the avalanche of crowd sourced initiatives to producing for free, for the greater good, and for attention.
INVOLVED GENEROSITY
Getting your consumers in a generous mood is easier if you're being generous too.
Companies doing this:
If consumers value authentic, practical, and exclusive, and they're also forever looking to make life more convenient, even save some time, then why persist in bombarding them with your one-way advertising campaigns? Why not assist them in smart, generous, relevant ways, making the most of your products and whatever it is your brand stands for?
FREE LOVE
or the art of giving away stuff to consumers, endures, and is obviously very GENERATION G
PERKONOMICS
offering new-style perks like reserved parking for owners of a specific automotive brand, or letting preferred customers jump in lines at busy events is one excellent way to become a more generous brand.
During a downturn you WILL want to excel in caring even more for your viewers, and you will want to pay insane attention to detail, as that will make you stand out in an even more competitive environment!
Now with a recession having set in, expect to hear even more about 'caring', as that's what consumers and citizens will demand from governments and organizations: someone to take care of their jobs, their savings, their fellow citizens.
Generosity: liberally in giving or willingness to give
We're talking about truly living a generous, caring brand, generous to customers, generous to employees, generous to the environment, generous to social causes.
Giving is the NEW Talking and Sharing is the NEW giving
just look at the surging interest in participating vs consuming: from the avalanche of crowd sourced initiatives to producing for free, for the greater good, and for attention.
INVOLVED GENEROSITY
Getting your consumers in a generous mood is easier if you're being generous too.
Companies doing this:
- Google: Project 10100 (www.project10tothe100.com)
- Whole Foods (www.wholefoodsmarket.com/values/giving.php)
- ColaLife (www.colalife.org)
- Tripadvisor: More than Footprints (www.tripadvisor.com/vpages/cause_rules.html)
- TOMS Shoes (www.tomsshoes.com)
If consumers value authentic, practical, and exclusive, and they're also forever looking to make life more convenient, even save some time, then why persist in bombarding them with your one-way advertising campaigns? Why not assist them in smart, generous, relevant ways, making the most of your products and whatever it is your brand stands for?
FREE LOVE
or the art of giving away stuff to consumers, endures, and is obviously very GENERATION G
PERKONOMICS
offering new-style perks like reserved parking for owners of a specific automotive brand, or letting preferred customers jump in lines at busy events is one excellent way to become a more generous brand.
During a downturn you WILL want to excel in caring even more for your viewers, and you will want to pay insane attention to detail, as that will make you stand out in an even more competitive environment!
RAW
OK proceed at your own risk. This may not be fit for conservative work environments
RAW:
There is a widening gap between what consumers do and say and view and enjoy in the real world, offline and online, and how the corporate world communicates. RAW stands for opinionated, outspokenness, edginess, risque, fun, honesty, straight talk, for in your face. Everything companies are not.
If you're no longer speaking your customer's language, if you no longer live in their RAW world, the disconnect will be costly. That language is increasingly real, opinionated, risque, and fun.
RAW to FUN:
your by now thoroughly exposed audiences can handle much more quirkiness, snarkiness and tongue-in-cheek than traditional marketers could have ever dreamed of. Corporate speak and visuals have long lost any kind of impact.
Let's learn from someone like Steve Jobs, whose un-corporate presentations have become much anticipated events, if not business school classes.
Consumers are looking for something that stands out, or doesn't treat them like the uninformed, easily offended, middle of the road consumer from yesteryear.
RAW:
There is a widening gap between what consumers do and say and view and enjoy in the real world, offline and online, and how the corporate world communicates. RAW stands for opinionated, outspokenness, edginess, risque, fun, honesty, straight talk, for in your face. Everything companies are not.
If you're no longer speaking your customer's language, if you no longer live in their RAW world, the disconnect will be costly. That language is increasingly real, opinionated, risque, and fun.
RAW to FUN:
your by now thoroughly exposed audiences can handle much more quirkiness, snarkiness and tongue-in-cheek than traditional marketers could have ever dreamed of. Corporate speak and visuals have long lost any kind of impact.
Let's learn from someone like Steve Jobs, whose un-corporate presentations have become much anticipated events, if not business school classes.
Consumers are looking for something that stands out, or doesn't treat them like the uninformed, easily offended, middle of the road consumer from yesteryear.
FAKETASTIC
FAKETASTIC
Consumers will embrace the fake if they think it can heal them, if it helps them escape reality (downturn, anyone?), if it fulfills their wildest fantasies.
A number of brands that will go for a less-than-transparent approach to business, getting away with hiding, with not being open, with not having mass conversations with customers.
Many consumers will more than accept an opaque brand, if that brand consistently delivers and surprises! Because they like a surprise, or they just want to be entertained, without any action on their part.
EX - Apple customers just want to be dazzled, entertained and looked after
RADICAL OPAQUENESS
so if your are into opaqueness make sure you are hard to duplicate. Make sure you curate. Make sure you're reliable and trusted. And yes, any other kind of opaqueness means you are toast.
EX - Isla Moda (www.islamoda.ae) created by Dubai Infinity Holdings is the world's first designated 'fashion island'. Isla Moda will feature a range of luxury offerings built around the needs of the fashion industry connoisseurs.
Who needs authentic and earthy when you have engineered beverages, yogurts and candy bars that make you younger, more beautiful, and thus more desirable.
Also the evermore popular trend for '09 is SIGNATURE SCENTS
Scents are proven to work in 2 areas:
the cognitive, whereby scent is identified with a product to trigger a memory or attach a perception of higher worth
the emotional, in which scent is used to create an environment where the consumer will stay longer and consume more
EX - Cinescent (www.cinescent.com) has successfully tested its scented-ad technology in German theaters for Nivea, with 60-second ads showing a sunny beach scene while the aroma of Nivea sun cream permeated the theater. Exit polls showed a 515% rise in recall for the Nivea ad when compared to moviegoers who saw the spot without the scent.
* Signature is a phrase to keep an eye out for anyway: it's closely linked to standing for something and the need for personality.
Consumers will embrace the fake if they think it can heal them, if it helps them escape reality (downturn, anyone?), if it fulfills their wildest fantasies.
A number of brands that will go for a less-than-transparent approach to business, getting away with hiding, with not being open, with not having mass conversations with customers.
Many consumers will more than accept an opaque brand, if that brand consistently delivers and surprises! Because they like a surprise, or they just want to be entertained, without any action on their part.
EX - Apple customers just want to be dazzled, entertained and looked after
RADICAL OPAQUENESS
so if your are into opaqueness make sure you are hard to duplicate. Make sure you curate. Make sure you're reliable and trusted. And yes, any other kind of opaqueness means you are toast.
EX - Isla Moda (www.islamoda.ae) created by Dubai Infinity Holdings is the world's first designated 'fashion island'. Isla Moda will feature a range of luxury offerings built around the needs of the fashion industry connoisseurs.
Who needs authentic and earthy when you have engineered beverages, yogurts and candy bars that make you younger, more beautiful, and thus more desirable.
- Borba Gummi Boosters www.borba.com/gummiboosters.aspx
- Nestle - Glowelle www.glowelle.com
- Shotbeaute www.danieledewinter.com/shop/product_info.php?products_id=52
- Souvenaid www.souvenaid.com
Also the evermore popular trend for '09 is SIGNATURE SCENTS
Scents are proven to work in 2 areas:
the cognitive, whereby scent is identified with a product to trigger a memory or attach a perception of higher worth
the emotional, in which scent is used to create an environment where the consumer will stay longer and consume more
EX - Cinescent (www.cinescent.com) has successfully tested its scented-ad technology in German theaters for Nivea, with 60-second ads showing a sunny beach scene while the aroma of Nivea sun cream permeated the theater. Exit polls showed a 515% rise in recall for the Nivea ad when compared to moviegoers who saw the spot without the scent.
* Signature is a phrase to keep an eye out for anyway: it's closely linked to standing for something and the need for personality.
Friday, January 16, 2009
SEE THROUGH
SEE THROUGH takes traditional transparency one step further, adding emotions, intentions and interaction to the mix. As consumers increasingly share info about themselves online they will come to expect the same kind of openness form organizations.
It will be very Hard To HIDE Anything.
Every B2C industry will soon be covered by a price comparison and/or review site.
Thought: What kind of relevant info will Halogen proactively put out there?
SEE THROUGH will be going live, on new platforms, and adding videos to the mix in '09
Live: think relevant, fully up-to-date info and prices when you need them, where you need them. Or, even better, have the info find you!
New Platforms: Expect to see a multitude of aggregators, feeds and apps enticing consumers to find reviews and prices 24/7.
Video: A scathing or gushing video says more than 100 pictures or 1,000 words.
We'll see more companies starting to keep close track of incidents, gathering evidence to defy unfair complaints or halt-truths. Remember, though it's more important tan ever to figure out how to get people to tell YOU first before they post something.
SUGGESTION SCARCITY
Not enough online comments. Not enough online tips. It means your viewers are no longer telling you what's wrong, no longer telling you what they want, no longer telling you what they've come up with to improve your offerings. Silence means they no longer care.
It will be very Hard To HIDE Anything.
Every B2C industry will soon be covered by a price comparison and/or review site.
Thought: What kind of relevant info will Halogen proactively put out there?
SEE THROUGH will be going live, on new platforms, and adding videos to the mix in '09
Live: think relevant, fully up-to-date info and prices when you need them, where you need them. Or, even better, have the info find you!
- daily and even hourly reviews on any topic imaginable
- reviews documented and posted instantly and on the spot via mobile devices
- instant online/offline price comparison with bar code capturing capabilities = price transparency.
New Platforms: Expect to see a multitude of aggregators, feeds and apps enticing consumers to find reviews and prices 24/7.
Video: A scathing or gushing video says more than 100 pictures or 1,000 words.
- allow for video comments to be added to a WordPress blog
- Video responses will eventually replace a sizable number of text based reviews
- Post vacation videos, and travel marketers will showcase their properties
- communicate with audiovisual broadcasts live on mobile phones.
We'll see more companies starting to keep close track of incidents, gathering evidence to defy unfair complaints or halt-truths. Remember, though it's more important tan ever to figure out how to get people to tell YOU first before they post something.
SUGGESTION SCARCITY
Not enough online comments. Not enough online tips. It means your viewers are no longer telling you what's wrong, no longer telling you what they want, no longer telling you what they've come up with to improve your offerings. Silence means they no longer care.
Rest Of World (R.O.W.)
A major economic shift from mature to emerging markets is taking place in '09. And China is still the 800 pound gorilla in the room.
URBANY: There will be a forever growning number of more sophisticated, more demanding, but also more try-out-prone, super-wired, brand conscious urban consumers snapping up more "daring" goods, services, experiences, campaigns and conversations. And thanks to the online world and near total transparency of the latest and greatest, many consumers in rural areas will be tempted to act (and shop) like urban consumers too.
Localizing is now common practice in the food and beverage sector. (ex. McDonald's in other countries)
What's next? Localizing (customizing) non-food and beverage products & celebrating the local element.
One of the biggest consumer trends of the last decade: CONSUMER POWER
Pay extra attention to : GLOBAL RESPECT
So, if you're into design, edginess, compact, Eco, new notions of luxury, premium-convenience services, or anything that benefits from instant gratification - extreme urbanization will benefit for you...How are you preparing for URBANY?
URBANY: There will be a forever growning number of more sophisticated, more demanding, but also more try-out-prone, super-wired, brand conscious urban consumers snapping up more "daring" goods, services, experiences, campaigns and conversations. And thanks to the online world and near total transparency of the latest and greatest, many consumers in rural areas will be tempted to act (and shop) like urban consumers too.
Localizing is now common practice in the food and beverage sector. (ex. McDonald's in other countries)
What's next? Localizing (customizing) non-food and beverage products & celebrating the local element.
One of the biggest consumer trends of the last decade: CONSUMER POWER
Pay extra attention to : GLOBAL RESPECT
So, if you're into design, edginess, compact, Eco, new notions of luxury, premium-convenience services, or anything that benefits from instant gratification - extreme urbanization will benefit for you...How are you preparing for URBANY?
Thursday, January 15, 2009
Macro Trends 2009
2009 Macro Trends: the broad forces of change that create the future context of today’s world.
Economic Power Shifting
* Power is shifting to Asia
Shifting Market Landscape
* Rise of a massive global “middle class” in rapidly developing countries
Changing Geopolitical & Security Landscape
* New power in military, economics, resources, and technology
Fracturing Global Social Fabric
* Population is becoming more: older, urban, Asian, mobile
* Traditional social structures are fragmenting
Growing Stakeholder Demands on Business
* Demanding transparency and accountability
Changing Consumer Landscape
* New consumer groups are emerging and they demand more involvement & customization of consumption experiences
Changing Industry Landscape
* Business models must become more flexible
Changing Nature of Capital
* Current credit crunch
Changing Labor Landscape
* Partnering and Outsourcing is on the rise
Growing Pressure on Natural Resources
* Resources are under threat: water, energy, food, habitats, climate
* Public and institutional activism is rising, demanding action
Changing Technology Landscape
* Global technology revolution
Changing Economics of Information and Knowledge
* Exploding connectivity and channels for information
* Networking is critical
Economic Power Shifting
* Power is shifting to Asia
Shifting Market Landscape
* Rise of a massive global “middle class” in rapidly developing countries
Changing Geopolitical & Security Landscape
* New power in military, economics, resources, and technology
Fracturing Global Social Fabric
* Population is becoming more: older, urban, Asian, mobile
* Traditional social structures are fragmenting
Growing Stakeholder Demands on Business
* Demanding transparency and accountability
Changing Consumer Landscape
* New consumer groups are emerging and they demand more involvement & customization of consumption experiences
Changing Industry Landscape
* Business models must become more flexible
Changing Nature of Capital
* Current credit crunch
Changing Labor Landscape
* Partnering and Outsourcing is on the rise
Growing Pressure on Natural Resources
* Resources are under threat: water, energy, food, habitats, climate
* Public and institutional activism is rising, demanding action
Changing Technology Landscape
* Global technology revolution
Changing Economics of Information and Knowledge
* Exploding connectivity and channels for information
* Networking is critical
Wednesday, January 14, 2009
The End of TV Ads...Not So Fast
The advent of DVR technology struck fear in the hearts of advertisers worldwide. Suddenly, viewers were able to fast-forward through TV commercials! A sad truth quickly emerged: when given the option, consumers love to hit that FF button. Now, let's (ahem) fast-forward to today. Are we witnessing the demise of the TV ad? Well, not necessarily. New research is showing that, with the right kind of ad, fast-forwarding can actually enhance your brand messaging. Yep, you heard right.
These researchers used eye-tracker technology to observe viewing behavior as subjects fast-forwarded through TV commercials. Here are some of their (somewhat astounding) findings:
Fast-forwarding viewers actually pay more attention during commercials than those watching commercials at regular speed.
Fast-forwarded advertisements still create brand memory, even with a 95% reduction in frames and complete loss of audio.
Fast-forwarded commercials can positively affect brand attitude, behavioral intent and even actual choice behavior.
But pay close attention here: there's one fact that every marketer simply must know to make brand marketing work during fast forwarding. (Drum roll, please):
The attention of fast-forwarding viewers is heavily limited to the center of the screen. To grab their attention, advertisers must place simple, eye-catching brand information dead center.
The Po!nt: TV ads won't die, they'll morph into another form. "Marketers can counteract the negative effects of DVRs by ensuring that their advertisements are heavily branded, and that the branding is centrally located," these researchers conclude.
These researchers used eye-tracker technology to observe viewing behavior as subjects fast-forwarded through TV commercials. Here are some of their (somewhat astounding) findings:
Fast-forwarding viewers actually pay more attention during commercials than those watching commercials at regular speed.
Fast-forwarded advertisements still create brand memory, even with a 95% reduction in frames and complete loss of audio.
Fast-forwarded commercials can positively affect brand attitude, behavioral intent and even actual choice behavior.
But pay close attention here: there's one fact that every marketer simply must know to make brand marketing work during fast forwarding. (Drum roll, please):
The attention of fast-forwarding viewers is heavily limited to the center of the screen. To grab their attention, advertisers must place simple, eye-catching brand information dead center.
The Po!nt: TV ads won't die, they'll morph into another form. "Marketers can counteract the negative effects of DVRs by ensuring that their advertisements are heavily branded, and that the branding is centrally located," these researchers conclude.
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