2011 Be A Superhero - 'Why, How and What' Event!
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This document discusses trends for 2011 that marketers should be aware of. Some of the key trends highlighted include: - Consumers want to be entertained through both traditional and new media in clever, bold and creative ways. - People have multiple lives both online and offline and lines are blurring between work, family, personal lives and time spent online versus offline. - There is a desire for new experiences and escapism through small local events and experiences providing enjoyment for little cost. - Authenticity, honesty and simplicity are important to consumers who want products and messages that feel genuine without hype or complexity. Relationships need to be built with core consumers beyond demographics.
2011 Be A Superhero - 'Why, How and What' Event!
- 10. SO WHAT IS 2011 BE A SUPERHERO!?
- 12. PART 2: 2011 SUPER TRENDS
- 13. Entertain me! Consumers want to be entertained. Whether this is via traditional or new media – visibility is just not enough. Why will I tell my friends, „Like‟ or „RT‟ it if it‟s just OK. Be clever, bold and creative. Don‟t take yourself so seriously! But don‟t treat consumers like simplistic morons.
- 14. Multiple lives Escapism is online and Twitter bio: offline, business and personal. For some “Aussie Mum of 4 the flips from one boys. I have no life so I state to another are am trying to invent constant – work, one on Twitter, and family, personal, yes I like Poe, and no online, offline. Lines that does not mean are blurring between I'm creepy” one life and another. Depth of network of „friendships‟ widening, yet how do we find the time?
- 15. Dreams in reality New experiences are the spice of life. Home is where the heart is, and travel is the dream for many. The reality is that the last year has have been tricky for many households and spare time is limited. The need for escaping woos is seeing a desire for small luxuries, attendance at local events and special experiences. Pop-up events are popular – there one day, gone the next. The web is entertainment for many, providing much enjoyment for little or no cost.
- 16. Small is the new big Authenticity and honesty is what consumers want. No bullshit, overproduced, production line products.
- 17. I am an individual Scatter gun marketing is missing the target. Clever marketers are building an intimate relationship with the core consumers. This may be traditionally or using digital tools. It‟s not making assumptions, it is putting effort into connecting beyond head and demographics.
- 18. Keep it Simple Consumers are confused by too many products on offer that all look the same. Simplicity of message is increasingly essential with the fragmented media landscape. Boldness and substance is vital. “Why Many Super Bowl Ads Failed to Score. Marketers Keep Forgetting That the Best Ads Are Simple and Direct” http://adage.com/columns/arti cle?article_id=148771
- 19. Retro is hip We love our lives, yet seek simpler times, or reflections on times long gone that make us smile and return happy memories. Deeper emotional connection and fondness. Retro if done well implies authenticity and sincerity.
- 20. Care beyond business Amongst the chaos and alarm of the GFC has come a demand for businesses thinking beyond the bottom line. Yes, this has been on the agenda for years, but now consumers demand it as they are sick of being manipulated.
- 21. Brand or commodity? The GFC saw many brands suffering and responding with rational – price / prize driven campaigns – to drive immediate sales in a tough market. Yet, getting the message right and avoiding cheapening the brand in the long term is causing much marketing angst. What is the right balance? Will your consumers forgive you?
- 22. Media ain‟t black or white Important to embrace new technologies but TV, radio and press are still key. Campaigns need to be integrated, each medium does not stand alone. Much confusion, misinformation and even hysteria has come with changing budgets and the evolving media landscape. Creativity of application is king!