Posts Tagged ‘trends’

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MONDAY MORNING QUARTERBACK DIGEST #26

September 18, 2018

Monday Morning Quarterback Marketing Digest. Did you miss me? I missed a week and now I am a day late. As they say, it is hard to get good help. Here’s some marketing and research thoughts for the week. Email me (Mark@dennettgroup.com) if you need more info on any subject.

TIME FOR PLANNING AND RETREATS – Our calendar is filling up t help others with essential future planning in the 4th quarter. Do you need an independent SWOT analysis? Do you need a survey or an experienced meeting facilitator? Contact us and let’s get you on the calendar.

EMMY TAKEAWAY: IT IS NOT YOUR PARENT’S TV WORLD – If you use TV advertising, then you better be an advertiser on cable and on streaming too. Why? Because that is where your audience is going. HBO and Netflix tied for Emmy statuettes (23 each) for hits such as “Game of Thrones” (HBO) and “The Crown” (Netflix). Meanwhile, Amazon became the first streaming service to win the outstanding comedy series award, for “The Marvelous Mrs. Maisel,” and ended the night with eight awards. Broadcast networks? Pretty much a no-show.

NEW ONLINE DMO STUDY STARTS IN OCTOBER – Our 5th Annual Destination Website Research Study will end this month. Ten different DMOs have participated in our study since launching it in 2011. We are now recruiting partners for our 6th Study that will begin next month. Interested? Contact me… the cost is only $1,800 for a year-long, in-depth study.

DON’T WORRY, KIDS ARE HERE TO STAY – Yes, the nation’s fertility rate is at an all-time low. Yes, the number of births has fallen to levels not seen in 30 years. Nevertheless, most Americans will have children. In fact, most women aged 25 or older and most men aged 30 or older are parents, according to the National Center for Health Statistics (Fertility of Men and Women Aged 15-44 in the United States: National Survey of Family Growth, 2011-2015). Overall, 44% of men and 55% of women aged 15 to 44 have had a biological child.

SOME PEOPLE CAN’T SHOP ONLINE – As reported here, if you are not getting sales via your website, you are falling behind your competitors. Everyone is shopping online, right? Well, not if you live in a rural area (like I do). One out of four (24%) rural adults say access to high-speed internet is a major problem. An additional 34% of rural residents say it is a minor problem. So, the majority of rural Americans (58%) have a challenge with online access. By contrast, few people living in urban areas (13%) or the suburbs (9%) view high-speed internet access a major problem. This digital divide is very important in planning your online marketing. Where do your customers live? It matters.

WHERE IS WALTER CRONKITE WHEN WE NEED HIM? – As a college journalism major, I am fascinated that most people now get their news from social media, even if they don’t believe it. Thank President Trump for another accomplishment. About two-thirds of adults (68%) say they get news from social media occasionally. However, a majority (57%) say they expect the news they see on social media to be largely inaccurate. Social media news consumers say getting news via social media has made little difference in their understanding of current events (15%), and more say it has helped confused them (36%). Gee, I am confused now.

Until next week, have a great day.

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MORE ON TWO CUSTOMER WORLDS

August 7, 2013

Following up on my July 25th post, let’s look at how Baby Boomers (49- to 67-year-olds) and Millennials (19- to 36-year-olds) react to ad creative, based on Nielsen NeuroFocus research (Source: Nielsen, June 2013). This research shows that changes in the brain come with age, which makes certain types of communication more and less effective.

Let’s look at baby boomers first. Their brains:

• Like repetition, and will believe information that is familiar to be true.

• Are more easily distracted, lose the ability to suppress distraction.

• Have a broader attention span and are open to more information.

• Prefer contrast vs. color for online ads.

Millennials brains:

• Like elements of dynamism – such as rich media, lighting or rotations, to cut through their perception threshold.

• Can equally deal with the bleeding-over communication we see in most dynamic banner ads (boomers have a challenge with this).

• Have high multi-sensory processing ability – they almost seek multi-sensory communications such as search tasks, interactive sites.

• Seem to respond better to an intense color palette for online ads.

More coming on Friday.

 

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IS RETIREMENT FREEDOM FOR REAL?

July 3, 2013

As we head into the 4th of July weekend, I thought a post on freedom might be interesting.  Here’s a scary statistic for 79 million baby boomers looking for retirement freedom. According to the Center for Retirement Research at Boston College, only 42% of private-sector workers are covered by employer-provided retirement plans, and a typical household headed by a person aged 55 to 64 has total retirement assets of about $170,000, not counting Social Security.

This begs the question, who will be enjoying freedom in their retirement years?

Because I’ve coached more than 15 different retirement communities in marketing and I’m one of the owners of a national retirement website: www.retireUSA.net, I’m developing a research report to answer that question. This pending white paper, “Retirement Communities – The New Laws of Marketing,” will highlight the challenges I see in the next 10 years in marketing for this industry. If you think you would like to purchase a copy, let me know.

Have a great 4th of July!

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HOW MANY CUP CAKES CAN YOU EAT?

May 13, 2013

Back in 2011 the craze for $4 gourmet cupcakes was peaking. The dessert had become a cultural phenomenon and selling expensive concoctions was all the rage. Today, the leading national chain, Crumbs Bake Shop Inc., and its 67 locations are crumbling.

Now, I love a good cupcake. But the truth is that most of us are not going to have one every day. Also, making cupcakes is pretty easy, so there is no barrier to entry and the field is now saturated with competitors, including individual bakeries, chains and grocery stores. Some experts in the cupcake world dispute the notion that gourmet cupcakes are losing their appeal. They believe the category isn’t going away.

But here’s a marketing fact. If you build a business on a hot trend, someday that trend won’t be hot. All business trends are time sensitive. Part of any marketing plan has to be a plan for adapting and creating new markets when your core product loses its appeal. What are your plans?

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GOOD-BYE TEXTBOOKS

October 5, 2011

When the iPad came out, I mentioned in a speech about trends that I thought the tablet would fundamentally change the textbook market. I mean, would you rather grab a heavy backpack filled with a ton of textbooks or your iPad? Well, two years later, the future has arrived in India.

Called Aakash, the $35 tablet was developed by UK company DataWind, but it is being assembled in India.  The main purpose of the device is for education and 100,000 units have been ordered by the Indian government for students who will receive the tablet for free.

So how well are you seeing the future? Is your company spending enough time to look at trends that could fundamentally change your business?