Marketing Trends Nouveau Niche Consumers are more

Marketing Trends

Nouveau Niche Consumers are more individualized, expect very good service and experience addressing their needs n One billion on line users and “It’s all about me!” n They ignore advertising and know quality and fair price n Virtually everything made and broadcast to any spec and batch size n Equipped with professional hardware and software producing new book, article, songs, photographs, videos for micro audiences. n

Master of the Youniverse n n New Consumer is “empowered, ” “better informed, ” “switched on” Want to be are feel in control with degree of freedom, mobility, independence – – – Addicted to online access (6. 396 billion online worldwide) 1. 6 billion worldwide cell phone users in 2004 24/7 online mindset

Gravanity n n The naming of a product or service on behalf of customers Graffiti meets vanity – Museums selling sponsorships of works of art – Dutch postal service offers ability to create your own stamps using photo of choice

Branded Brands n n Two or three brands team up and combine their core competencies into something that is new and desirable Branded innovations: – Phillips’ and P&G introduce an integrated power toothbrush and liquid toothpaste dispenser to create professional home dental care – Phillip’s and Sara Lee branded coffee machine (25% of Dutch households) – Holiday Inn and Nickelodeon open Nickelodeon Family Suites

Ready-To-Know n The “google effect” – demanding and getting instant answers n Expecting any information deemed relevant to be available instantly – Shazam: Point cell phone at music source for instant text message of performer and track – Text-a-House: Dutch real estate venture gives cell phone user instant info on price, # of rooms, square footage, etc – Scan Search: Customer scans barcode for instant access to Amazon. com Japan offer at lower price and instant ordering

Massclusivity n “Exclusivity for the masses” n n Instant add-on and revenue booster Scarcity of respect and privilege reason enough to add them to your offering – Royal-Class airport lounges and invitation-only Centurion credit cards – SIA offering first and business-class only flight to USA – Boston’s Limo. Liner to NYC with 28 passengers, roomy leather seats, food service, 10 -seat conference center, Wi. Fi network and Ethernet connections. – Sony’s US Qualia a high end mass class brand to “evoke strong emotional value with products and services that go beyond the boundaries of manufacturing and design excellence”

Customer-Made n Corporations creating goods, services, experiences in close cooperation with consumers, tapping into their intellectual capital, in tern giving them a direct say in what actually gets produced, manufactured, developed, designed, serviced, or processed. – Boeing’s World Wide Design Team, an internet-based global forum that encourages participation and feedback while it develops its new airplane – “creating the plane of the future. ” – John Fluevog, shoe designer, has site section Open Source Footwear where serious Fluevog owners can submit shoe designs and winning design gets put into production

No-Frills Chic n Low cost goods and services that add design, third-party high quality elements and/or exceptional customer service to create top quality experiences at low prices. – Jet Blue and Song. Airlines offering sense of style and comfort

Insperiences n n Consumer’s desire to invite brands offering experiences exclusive to public domain into their domestic domain. Resulting from: rampant individuality, post 9/11 insecurity, prosperity and demand for com fort and quality from mature and experienced consumers – – – Home theaters (USD 15 -20, 000) Game Rooms Home Offices

Pop-Up Retail n n n Unannounced temporary brick and mortar retail outlets Disappear quickly or morph Exclusivity and surprise feel of gallery, theatres – So. Ho based flagship Song store offered in-flight menu samples, travel gear, in-flight entertainment sample options, ticket sales, brand samples via Disney, Coca-Cola, Health magazine – Ebay invited six interior designers to furnish NYC penthouse with limited budget and furniture/accessories purchased on Ebay

Sachet Marketing n n For consumers who cannot yet afford to fully be part of the consumer society. Named after single-use shampoo sachets selling for cents in emerging economies. – Grameenphone, Bangladesh’s leading cell phone operator sells low price package to “phone ladies” in small villages, who share cell phone use with other villagers at few taka per call – Unilever sells bran detergent that meets needs of low-income consumer who want affordable, yet effective product for laundry often washed by hand in river water

Curated Consumption n “Editors” who pre-select for the consumer from the avalanche of choice and abundance of high quality goods with variations of brand, flavor and color -what to buy, what to experience, what to wear, what to read, what to drink… – Microzine a monthly men’s style magazine to London living room retail store offering merchandise with story – Anthropologie, Urban Outfitters – Oprah and other life coaches

5 Star Living n n 5 star hotels joint venture with real estate developers Hotels offer services previously for guests only to owners of luxury residential properties located next or on top of sumptuous hotels – The Residences, condo hotel enclave built on MGM Grand grounds in Las Vegas. Suites w/pleasures of being an owner and a pampered guest

Life-Caching Consumers collecting, storing, displaying, their entire lives for personal use, or friends and family, even for the entire world to observe. n Consumer enabling hardware and software, available ample storage space, blogging mentality, coupled with mass life caching products at mass prices n – Samsung’s “Show Your World” US ad urging camera phone users to record daily lives and turn into movies – Nokia’s launch of “Lifeblog” service software that arranges all messages, images, notes, videos, sondclips captured on mobile phones

Early Birding n n Proliferation of advance online bookings, early notifications and pre-ordering for desirable and anticipated services and goods Willing to pay more to get what they want nthe minute it becomes available – Amazon 1. 3 million advance orders of “Harry Potter and the Order of the Phoenix. ” Delivered 800, 000 via US Postal Service on June 21 release date. Netted 250, 000 new customers. – Apple’s intro of i. Pod netted 100, 000 advance orders, $25 million pre-launch sales.

Hypertasking n Doing loads of things simultaneously is moving from the desk top to our daily lives watching TV and surfing the net; conducting meetings over the phone while in the bathroom – 70% of media users consume more than one medium (radio, on -line, TV, newspaper) at the same time – Starbuck’s T-Mobile partnership offering Wi. Fi hotspots and enabling hypertasking customer to check e-mail, look-up data, meet with friends, organize a business meeting

Feeder Businesses n n Small, sometimes tiny, new businesses and services that feed off new economy stars – e. Bay, Google, Match. com, Amazon Make it easier for consumers and businesses to use a key service that has become so sophisticated to need the help of specialists to use effectivley. – On. Line Dating: Profiledoctor. com edits customers’ ads to attract more potential dates. E-cyrano. com helps write enticing dating profiles. Soulmatepics, com does photo sessions – Airline Meals: Alpha D’lish - flyers can pre-select from online menu 48 hrs prior to flight. Pre-ordered meals are served by crew during normal meal service

Diaspora Management n Governments putting former citizens to use to form strong business and cultural communities that promote the best and brightest from the “motherland” in their new countries of residence. – Invited 2000 successful non-resident Indians from 63 countries to New Delhi to determine how the resources and achievements of Indians abroad might be used to uplift India

On-Line Oxygen n On-line access perceived as an absolute necessity – One third of all American internet users now have access to broadband connection, 50% jump from last year. – In Europe, 136% increase in broadband connections – Relentless promotion of Wi. Fi enabled laptops and hotspots in airports, Starbucks, Borders, hotels and other public locations – Internet now the primary communication tool of teenagers – Wi. Fi onboard Lufthansa and British Air introducing Wi. Fi via Boeings Conne. Xion Technology – Bell Canada and Via Rail launched North American Wi. Fi pilot on moving passenger train car