Another one from Drew:
2011 trends (part 2 of 4)
by Drew McLellan
We're exploring them in small sets so we can dig in a little deeper. You can check out the first three trends (click on the link) or just jump into the discussion on trends 4, 5 and 6.
4. Made for China/Emerging Economies: In 2011, expect an increasing number of ‘Western’ brands to launch new products or even new brands dedicated to consumers in emerging markets.
Growth in consumer spending in emerging markets far outpaces consumer spending in developed markets, and Western brands are favored more than local brands in emerging markets. Western brands including Levi-Strauss, Apple and BMW have already capitalized on this trend.
Question re: trend #4: For many of us, we aren't global in our reach and we're not going to be in 2011. So how does this trend affect our organizations?
What's actually most interesting about this trend is that these emerging market consumers love when American products are customizes for them. (levi's with a slimmer fit, etc.) They have a strong need for recognition and being catered to. Now that's a trend all of us can sink our teeth into.
How can you allow your consumers to customize or tailor your offerings? Can you build in tiers or options? Can you communicate more completely why you designed some aspect of your product/service (we know you like to listen to our podcasts while you work out so we've custom recorded 20, 30 and 45 minute versions, so you can choose the podcast that fits your workout timetable, etc.) showing that you built it with them in mind?
5.Online Status Symbols: In 2011, trendwatching.com recommends that brands supply customers with any kind of symbol, virtual or ‘real world,’ that helps them display to peers their online contributions, interestingness, creations or popularity.
This includes personalized social networking memorabilia as well as location-based games and contests which award virtual or real-world prizes.
Question re: trend #5: This really ties into my spin on #4. We like to be accomplished and we like to be able to show off our accomplishments. Whether they are Gowalla passport stamps, being a Foursquare mayor or having our answer be voted the best of the bunch on LinkedIn -- we want a way to show off. But we don't want to look like we're showing off. There's the thin line.
How could you help your clients "keep score" or "earn rankings?" Is there a way to give them a sense of social eliteness?
6.’Wellthy:’ Growing numbers of consumers will expect health products and services in 2011 to prevent misery if not improve their quality of life, rather than merely treating illnesses and ailments. Products such as mobile health monitoring devices, as well as online health apps and health-dedicated social networks, will serve the multichannel wellness needs of consumers.
Question re: trend #6: There are all kinds of wellness -- physical, mental, spiritual, intellectual etc. Can you tap into this trend by relieving suffering in any of the wellness categories and improving your client's quality of life?
This works very well in the B to B category as well. There are many pains you can remove from someone with a painstaking boss, or an ROI driven CFO.
By the way, I am not suggesting you get pun crazy with the wellness trend. I think you speak in your client's language about what is causing them pain and how you can relieve it. This isn't about being cute, it's about being incredibly relevant.
So what do you think? Any of these trends triggering some marketing ideas for 2011?
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