Marketing Trends

1. Marketing Trends

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

3. Master of the Youniverse • 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

4. Gravanity • 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

5. Branded Brands • 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

6. Ready-To-Know • The “google effect” – demanding and getting instant answers • 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

7. Massclusivity • “Exclusivity for the masses” • 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 LimoLiner to NYC with 28 passengers, roomy leather seats, food service, 10-seat conference center, WiFi 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”

8. Customer-Made • 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

9. No-Frills Chic • 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

10. Insperiences • 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

11. Pop-Up Retail • Unannounced temporary brick and mortar retail outlets • Disappear quickly or morph • Exclusivity and surprise feel of gallery, theatres • SoHo 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

12. Sachet Marketing • For consumers who cannot not 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

13. Curated Consumption • “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

14. 5 Star Living • 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

15. Life-Caching • Consumers collecting, storing, displaying, their entire lives for personal use, or for friends and family, even for the entire world to observe. • Consumer enabling hardware and software, available ample storage space, blogging mentality, coupled with mass life caching products at mass prices • 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

16. Early Birding • 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 iPod netted 100,000 advance orders, $25 million pre-launch sales.

17. Hypertasking • 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 WiFi hotspots and enabling hypertasking customer to check e-mail, look-up data, meet with friends, organize a business meeting

18. Feeder Businesses • Small, sometimes tiny, new businesses and services that feed off new economy stars – eBay, 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. • OnLine 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 canpre-select from on-line menu 48 hrs prior to flight. Pre-ordered meals are served by crew during normal meal service

19. Diaspora Management • 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

20. On-Line Oxygen • 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 WiFi enabled laptops and hotspots in airports, Starbucks, Borders, hotels and other public locations • Internet now the primary communication tool of teenagers • WiFi onboard Lufthansa and British Air introducing WiFi via Boeings ConneXion Technology • Bell Canada and Via Rail launched North American WiFi pilot on moving passenger train car