I was chatting with a few industry pals the other day and realized that many companies have not yet secured marketing initiatives for 2011. It’s not surprising, considering the recent economic downturn, but things are picking up this year and those that strategize will be ahead of the game.
Forward planning a focused campaign(s) will continue to drive brand strength and loyalty. But what should you focus on? Taking into consideration the core values of your brand/company, there are also five consumer interest trends to consider: humour, transparency, story telling, cachet, and CSR (corporate social responsibility).
In 2011, we are a selective and thoughtful consumer group. We’re looking for honesty and responsibility in how businesses speak to us. We also want to smile and laugh. We want to have fun.
The below examples show how each trend interacts with the target market. Effective ads must demand attention and evoke emotion.
Breaking it down, events and marketing will be focused on these 5 interest trends in 2011:
HUMOUR: MAKE YOUR AUDIENCE LAUGH. BE ORIGINAL. CONNECT EMOTIONALLY.
TRANSPARENCY: BE HONEST. COMMUNICATE CLEARLY. BE STRAIGHTFORWARD.
STORY TELLING: INSPIRE IMAGINATION. TELL A STORY. CREATE IDEAS.
CACHET: MAKE IT SPECIAL. OFFER SOMETHING BEAUTIFUL AND DISTINCT.
To exemplify this trend, I’m going to reference ‘Babybot’ (I hope they don’t mind). Babybot is an online baby and kids store for the modern parent. They offer a wicked cool online experience (check it out: Babybot.com) and an incredibly gorgeous product assortment. Noticing a void in the baby space, Babybot stepped up and created the perfect gift to get for new parents.
We all want to get new parents that perfect, special, and unique present for their new baby…but no one seems to be able to tell us what that gift should be. Help! Creating custom, branded gift sets had never been done before by a Baby store and it was the perfect solution. Babybot created gift sets containing products of high quality, modern design and that are very useful for parents and babies, giving the gift sets huge cachet.
Creating an assortment of twenty-four different gift sets to choose from (for babies aged one to three), each set includes an insert explaining the details of each product. Recipients, therefore, have the opportunity to understand and fully appreciate the product’s design and functionality. Wrapped in Babybot’s award winning custom packaging, with a reusable, durable custom box, the sets make giving the perfect baby gift a breeze! Cachet to the rescue. To view the gift sets online, visit Babybot/gift-sets.
The point is to get creative. Package your products, events, or and/or campaigns in a unique and special way. Offer your customers something special that only your brand can provide. Don’t just sell an event or product. Sell cachet.
CSR (CORPORATE SOCIAL RESPONSIBILITY): BE GOOD TO YOUR EMPLOYEES. BE GOOD TO YOUR CUSTOMERS. BE GOOD TO THE ENVIRONMENT.
So in 2011, be thoughtful. We’re coming out of a rough financial time (and we’re not in the clear quite yet) and we’re in the midst of many political issues going on around the world. The above trends take into consideration world influences and how they may affect today’s consumer. Staying true to your brand while incorporating current trends will keep you relevant and engaged in 2011.