That Will Help Define Business Success February 21, 2013 What Well - - PowerPoint PPT Presentation

▶
that will help define business success
SMART_READER_LITE
LIVE PREVIEW

That Will Help Define Business Success February 21, 2013 What Well - - PowerPoint PPT Presentation

Jul 05, 2023 181 likes •630 views

The 2013 Landscape: Consumer Trends That Will Help Define Business Success February 21, 2013 What Well Share Today Trends: Definition and evolution Why trends are important 2013 crucial consumer trends A selection

slide-1
SLIDE 1

The 2013 Landscape: Consumer Trends That Will Help Define Business Success

February 21, 2013

slide-2
SLIDE 2

2

What We’ll Share Today

  • Trends: Definition and evolution
  • Why trends are important
  • 2013 crucial consumer trends

− A selection − How they manifest in goods and services − How to think about the trend in your business strategy

  • Implications of trends for marketers
slide-3
SLIDE 3

3

What is a TREND?

Why Things

  • r Change

are Happening A trend is GLOBAL and has impact across sectors

pic: thinkmap

The general direction in which something tends to move

slide-4
SLIDE 4

4

pic: wevolve

The Evolution of a Trend

slide-5
SLIDE 5

5

By understanding what people believe (their perceptions) and what they act upon (their behaviors) …you will be inspired to create new goods, services and experiences for your customers…

Profitable Innovation

And you will be focused on the FUTURE!!

Why is Consumer Trend Awareness Important?

Customer Centricity

slide-6
SLIDE 6

6

Why We are Here

  • Understanding and applying ever-

changing consumer trends in business is critical to success.

  • Few businesses have the time or resources

necessary for trend analysis.

  • Knowing what the key trends are and how

to apply them results in competitive advantage.

  • Framing with or basing marketing strategies
  • n trends will likely be more successful

than brainstorming.

slide-7
SLIDE 7

7

Some of 2013’s Crucial Consumer Trends

EARNABLE TRUST PRESUMERS & CUSTOWNERS 1 2 NEW LIFE INSIDE APPSCRIPTIONS 4 5 3 BACK TO THE CITY

slide-8
SLIDE 8

8

EARNABLE TRUST

1

slide-9
SLIDE 9

9

EARNABLE TRUST

“Trust is now redefined and has to be earned.”

  • Consumers bring a FULL FRONTAL mindset; seek

“provable” information on companies.

  • Consumers embrace brands that are FLAWSOME:

“human” with flaws and open about it.

slide-10
SLIDE 10

10

Patagonia’s “Footprint Chronicles” Documents Environmental Impact

  • f Its Supply Chain
slide-11
SLIDE 11

11

Natura Lists ALL of its Socio-Environmental Targets – Successes and Failures

slide-12
SLIDE 12

12

Path, A Popular Smart Journal, Issues Public Apology Over Use of Phone Records

slide-13
SLIDE 13

13

A Child’s Right “Proving It” Campaign: We Don't Always Succeed, But We Try

slide-14
SLIDE 14

14

What Should I Do With This?

  • Think “projection of personality” in

marketing initiatives. We’re a brand you can trust because . . .

  • Look for ways to admit mistakes

based on new program initiatives. We recently instituted X to deal with

  • Y. We’re listening. Make a

connection.

  • Include verifiable facts in marketing

materials that display authenticity. They are best if longitudinal.

slide-15
SLIDE 15

15

PRESUMERS & CUSTOWNERS

2

slide-16
SLIDE 16

16

PRESUMERS AND CUSTOWNERS

“Consumer involvement with product and services pre-launch will go mainstream.” PRESUMERS involved with product before launch CUSTOWNERS funding/investing in brands they buy Companies have responded with crowdsourcing platforms:

  • Product development
  • Philanthropy
  • Crowdsourcing funding
slide-17
SLIDE 17

17

Cut on Your Own Bias – Voting on Apparel Designs

slide-18
SLIDE 18

18

Villy Custom Bicycles: Build Your Own Dream Bike

slide-19
SLIDE 19

19

Fundable: Equity Crowd Funding for Start-Ups

slide-20
SLIDE 20

20

Kickstarter: Raises More for Artists than the National Endowment for the Arts

slide-21
SLIDE 21

21

Clients Say, “Spend $30,000 on These Charities, Not a Party”

slide-22
SLIDE 22

22

Customers Pick Causes and State Farm Gives to Non-Profits

slide-23
SLIDE 23

23

What Should I Do With This?

  • Identify ways to include the

consumer voice prior to product roll-out.

  • Build marketing platforms for

smaller and newer innovative enterprises.

  • Leverage crowdsourcing for CSR

initiatives.

slide-24
SLIDE 24

24

BACK TO THE CITY

3

slide-25
SLIDE 25

25

BACK TO THE CITY

“The future consumer arena is urban.” People are moving back to the cities and crave products and services that match urban lifestyles. They value the city experience and companies that make that possible (RISE OF THE INTIMA-CITY).

slide-26
SLIDE 26

26

Daewoo First Wall-Mountable Washing Machine

slide-27
SLIDE 27

27

Ikea’s Miniature Greenhouse

slide-28
SLIDE 28

28

Companies Head Back Downtown

“The Joys of Urban Tech: Goodbye office parks. Drawn by amenities and talent, tech firms are operating for cities.” “Companies head back downtown.”

Companies are relocating headquarters in major cities and partnering with local organizations

slide-29
SLIDE 29

29

Capital Bikeshare – Corporate Funds Increases Quality of Life

slide-30
SLIDE 30

30

Carmel, IN: $800 Million Partnership Creates New District

slide-31
SLIDE 31

31

What Should I Do With This?

Take advantage of an urban market by:

  • Providing the products they

need.

  • Offering local professional services

to businesses.

  • Recommending donations be

spread across ventures that provide the urban experience.

slide-32
SLIDE 32

32

NEW LIFE INSIDE

4

slide-33
SLIDE 33

33

NEW LIFE INSIDE

“It's time for products that give back.” Products and services that literally contain new life inside.

slide-34
SLIDE 34

34

To Be Nature Chopstick: Cap Contains a Seed

slide-35
SLIDE 35

35

Sprout: The Pencil that Wants to be a Plant - Seed Capsule Included

slide-36
SLIDE 36

36

What Should I Do With This?

  • Think “renewable,” but position

your products in a way that demonstrates a cycle of life and continuation.

  • How can this product be used

when it time is done? Quirky answers to this will generate buzz and demonstrate values.

Implications

slide-37
SLIDE 37

37

APPSCRIPTIONS

5

slide-38
SLIDE 38

38

APPSCRIPTIONS

“Digital technologies are the new medicine.” Doctors and physicians are turning to health apps and services to improve health outcomes, leveraging last year’s consumer trend DIY HEALTH.

slide-39
SLIDE 39

39

mRx: App Store for HC Professionals: Monitoring and Compliance

slide-40
SLIDE 40

40

Antibiotics Reminder App: Take Antibiotics Properly

slide-41
SLIDE 41

41

What Should I Do With This?

  • Think loudly: How does mobile

service delivery apply to my products and services?

Implications

slide-42
SLIDE 42

42

WRAP UP

slide-43
SLIDE 43

43

Implications for Marketers

  • Market the company and its brand, not just

its products, to garner trust. CSR is key.

  • Create partnerships with local groups and

governments to promote products.

  • Involve potential customers earlier in process.
  • Use customer data smartly to prove product

value.

  • “Urbanize” products and services.
  • Embrace “renewable” in the product cycle.
  • Leverage mobile driven service delivery.