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Marketing Trends Marketing Trends

Nouveau Niche Consumers are more individualized, expect very good service and experience addressing their 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, ” 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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