maurice flynn

Marketing Innovation Today - July 09
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The sharpest downturn in decades may be bottoming out - and financial Armageddon avoided - but pessimism remains about the speed of the recovery, with pundits in many sectors forecasting slow or even no growth for some time. What's more in sectors already facing long term changes in consumer behaviour, the downturn simply accelerated the process and so things will probably never be the same again! As always there are opportunities and threats for both the larger and the smaller companies. Brands which enhance conventional marketing with new, relevant insights and techniques can grab advantage. Below you can find insights into some of the latest relevant marketing and innovations, as well as low cost and free learning events, covering the latest thinking for tackling these challenges and opportunities. For further information on any of the items below, RSVP with item code.

July 09 - Marketing Innovation Today - latest research insights, trends, ROI methodologies, case studies, future forecasts ... and more! Low cost, high quality marketing learning.
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INNOVATION NEWS:
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Product Innovation: www.springwise.com
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* Retail - Fortnum and Mason has bee hives on the roof of its Piccadilly store. Via webcams, customers can watch the bees as they create honey that will be sold in the store.

* Food & beverages - BakerTweet is a technology that alerts customers via Twitter any time a fresh batch of baked goods are ready at their favourite bakery or cafe. A prototype is in use at Albion Cafe in London, in advance of wider roll out.

* Mobile phones - US Rentomobile provides a wide selection of the latest cell phones for rent on a monthly basis, so that consumers can try out various devices without being limited by a long term contract.

* Leisure & Lifestyle - After redundancy hit, Alex Light in Dubai set up Bad Times Bootcamp to help unemployed people get fit and network at the same time. A qualified personal trainer, Light set up free fitness classes to help others stay active and stay positive.

* Hotels & Travel - To take care of its Gold customers, Hyatt Hotels will target them with pleasant surprises. The so called "random acts of generosity " could include picking up your bar tab, "comping" your massage or treating your family to breakfast.

* FMCG - products like toilet paper and toothpaste do not excite people online but new US e-commerce site Alice aims to change that. It looks like any other online retailer from the consumer's perspective, but behind the scenes it is more like a marketplace, allowing manufacturers to sell directly to US consumers. It makes no retail margin and instead allows each manufacturer to control product assortment and pricing for its own direct sale to the end consumer.

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Marketing Innovation: www.springwise.com
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* Beverages / Bars - Amsterdam's Minibar gives punters access to a personal minibar and lets them serve themselves. Minibar offers consumers a way to avoid long lines at the bar without having to pay for pricey waiter service.

* Media / Content - An initiative from Time Publishing called MINE allows consumers to create their own personalized magazines, by choosing editorial content from Time, Sports Illustrated, Money and many other magasines.

* Experiential - British company Everyday Models invites members of the public to rent out aspects of their daily life to advertisers: whether it's their ad space on their clothes, car, house or online profile!

* Advocacy - a new Seattle based website encourages fans of specific products to spread the word to their friends via email, Facebook and Twitter and rewards them with deposits into Amazon Flexible Payment Accounts.

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Latest Research:

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* Latest beauty and personal care sector research - confirms consumer price sensitivity, yet also willingness to trial new premium products based on efficacy, convenience or sensory experience. (Code C1)

* Latest research with beverages - shows they are "affordable indulgences" during the downturn, yet trading down and home consumption add to sector pressures. (C2)
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Latest Trends: www.trendwatching.com
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* Data Traders - trading their data and insights to corporations and other consumers, the younger generations demonstrate willingness to relinquish privacy for the right rewards.

* Feedbackers - companies are increasingly demanding their say in consumer conversations about their brands, ensuring they can put their side of the story, for reviews, comparisons etc.
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Retailer Trends:

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* June UK retail sales up 1.4% - according to British Retail Consortium, driven by hot weather.

* Online sales growth in second half is forecast to weaken slightly - according to IMRG/Capgemini, due to recession.
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LOW COST LEARNING OPPORTUNITIES:
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* Direct Marketing - drive synergies across ads, direct marketing and digital, for greater effectiveness in a downturn. (Code F1)

* Shopper Marketing - looking at the latest ways to reach consumers, when they are making brand purchase decisions. (F2)

* Partner Marketing - reach new consumer groups and motivate them, even despite differing needs, attitudes and cultures. (F3)

* Maximise your People - enthuse internal and professional partners via lean, learning organisations. Also corporate social responsibility as a motivational tool. (F4)

* Experiential Marketing - looking at how brands can amplify results and integrate complex messages, to mixed audiences across multiple channels. (F5)

* Word of Mouth - the power of consumer advocacy and how to get key opinion leaders on side to drive profit. (Code F6)

* Marketing Strategy - using channel neutral analysis to find the true brand sales drivers. (F7)

* E-Commerce - how online retailers are boosting sales and ROI via Consumer Experience Management. Also using online marketing to influence the full consumer product life cycle. (F8)

* Online Communities to Boost Campaigns - using online buzz to drive results, while minimising legal risk of error. (F9)

* Raising your Search Engine Profile - permanently and ethically improve search engine rankings... now including Bing! (F10)

* Rapid Growth of Video Content Online - how to use to dramatically boost your brand and company profile online. (F11)

* The Power of Online Games - to drive marketing campaign effectiveness. (F12)

* Mobile Devices - we look at the future of online marketing, using mobile devices to allow brands to reach hard-to-find demographics. (Code F13)

* Young People's Lifestyles - latest insights into what younger generations are up to these days and how brands can reach these marketing savvy groups. (F14)

* Market Research - Gender marketing back in vogue? We look at differing shopping habits and insights - to win over both women and men! (F15)

* Market Research - Measuring real time responses to marketing activities via mobile and other new channels. (F16)

* Opinion Leadership in Professional Services - how to build thought leadership status to attract and retain clients. (F17)

* Brand and Content Partnerships - activating and amplifying the marketing power of brand and content partnerships. (F18)
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FREE Sector Specific Presentations:
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- OTC and Healthcare - Managing the educated consumer, with new and existing channels. (Code H1)

- Entertainment Events and Venues - Tapping into the UK "stay-cation" opportunity. (H2)

- Fashion - Improve marketing effectiveness and use of social media to drive customer traffic and sales. (H3)

- ICT - Developing expert online communities to improve product awareness. (H4)

- Consumer Electronics - Maximising marketing effectiveness for the downturn. (H5)

- Sport Brands - Marketing trends and improving effectiveness in a recession. (H6)

- Luxury Brands - Targeting a new generation of affluent consumers. (H7)

- Home and Garden - Finding the sales triggers and tapping into the "stay at home" trend. (H8)

- Baby and Kids Brands - Working with partners to reach new parent groups. (H9)

- Exhibitions and Business Events - Maintaining customer loyalty in a downturn. (H10)

- Beverages - Activating your brand in a recession. Brand advocacy and measuring the full marketing mix in real time, using new channels. (Code H11)

- FMCG Home / Fabric - Shopper and gender marketing trends. Measuring the impact of your marketing mix in real time, using new channels. (H12)

- Beautycare - Shopper and gender marketing to optimise sales in a recession. Real time measurement of the marketing mix, using new channels. (H13)

- Healthy Lifestyle Food Brands - Radical marketing changes needed for the downturn. Shopper and gender marketing. Measuring the full marketing mix using new channels. (14)

- Indulgence and Impulse Food Brands - New marketing channels to find hard to reach demographics. Gender and shopper marketing trends. (H15)

- Retail - Driving e-commerce through customer experience management. (H16)

- Media and Content Brands - Activate and amplify marketing mix impact. (H17)

- Telco Marketing - The power of advocacy. (H18)

- Travel and Holidays - Reach and motivate new consumer groups in a downturn. (H19)

- Gaming - Lifestyle trends of young consumers and marketing opportunities. (H20)

- Professional Services - How to develop thought leadership status in your sector. (H21)

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FREE Marketing Training:

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* What do people think of your brands? Impress clients and internal teams with tools giving brand attitude snapshots across blogs, facebook etc. (Code J1)

 

 

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