Mega Trends & Counter Trends:Create Marketing Plans Create Marketing Plans with Lasting Impact

Presented to March 2010

Lake Charles Ad Fed

Our mission today…

Define and describe mega trends and counterDefine and describe mega trends and countertrends that influence your markets.

Understand how today’s trends affect how your markets respond to your messaging

Learn how to get an edge in creating marketing plans and advertising campaigns with impact

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Definition

• Fads– Fleeting, in the moment– Louboutin skin cage pumps

or Kors gladiator flats?or Kors gladiator flats?

• Trends– Individualism is established– Flavors, sounds, styles that

appeal to the “me” inside– Retro-looking automobiles– 60s clothing

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Mega Trends

• Aging populationg g p p• Immigration and diversity• Population growth• Suburban sprawl

Megatrend: large, social, economic, political, environmental or technological change that is slow to form Influences wide or technological change that is slow to form. Influences wide range of activities, processes, perceptions, possibly for decades

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Megatrends and Trends

Megatrend: Aging populationT d B i h bit ld h lth kfTrends: Buying habits, elder care, healthcare, workforce gaps

when baby boomers retire

Megatrend: AssimilationTrends: Shift from acculturation to maintaining ethnic identities

Megatrend: Redefinition of family and role of familyTrends: Single-headed HHs, unmarried couples, home schooling

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Behavioral Mega Trends

• Smart productsp• Smart kids*• Time compression• Libra effect

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Where kids can do what they Wannado…..250 ways

Art Academy

Movie production

State Farm Bank

Circus training

Stor tellingStorytelling

Flight simulators

Broadway theatery

Pizza chef school

City courthouse

Publix supermarket

Coffeehouse (adults)

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Global Consumer Trends

• Age complexity• Gender complexity• Gender complexity• Life stage complexity• Income complexityIncome complexity• Sensory experiences*• Connectivity• Individualism• Less is more

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Travel Anywhere….(Be One with the World)

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Consumer Trend #1: Business as Unusual

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Consumer Trend #2: Urbany

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Subtrend: Urban Pride

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Consumer Trend #3: Real-time Reviews

Live reviews from aboard the maiden flight of BA’s new all-business service between London City and JFK

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Innovative Marketing Trends – Tools

• Leveraging offline & online ticonnections

• Green & grey• Co creation (ideation &Co-creation (ideation &

products)

• CGA (consumer generated d ’ )adv’g)

• Buzz tracking• “New” value marketingNew value marketing• Crowd sourcing (open call)*

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Consumer Trend #4: [F]luxury

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Old Brands are Fresh

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Counter Trends

• Trend– Life is goodLife is good

• Counter Trend– Trust no one

• TrendTrend– Eat healthy

• Counter Trend– Eat like a king

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Consumer Trend #9: Profile Myning

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Consumer Trend #10: Maturialism

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Trends in How We Work

• Outsourcing / collaboration• 24/7 culture• Authenticity…

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Authenticity

• Outsourcing / collaboration• 24/7 culture• Authenticity

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Trends in How We Work

• Outsourcing / collaboration• 24/7 culture• Authenticity• S i it lit i th k l• Spirituality in the workplace• The third place …

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The Third Place

• Def: A place other than home or work where a person can go to relax and feel part of the community

• Comfortable place where it’s easy to enter conversation

• Are your clients creating this for their customers?

• Are you creating this for your employees…your clients?

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B-to-B Marketing Trends

• Define customer needs / REAL VALUE•• Lead charge / process for ORGANIC GROWTH• Better UNDERSTANDING/ TOOLS for MANAGING VALUE• Generate better B-to-B marketing / METRICS – ROIGenerate better B to B marketing / METRICS ROI• SPEED NEW OFFERINGS / HIT RATE – De-

commoditization• B i f ll t t i i t f k ti t THE C SUITE• Bring full strategic impact of marketing to THE C-SUITE

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ISBM Trends 2010 Study

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What do do?

• Consumer centric – immerse yourself in their lives• Think small – be a brand evangelist – word of mouth,

limited run makes it exclusive• Keep your edge stay fresh on trend cool curiosityKeep your edge – stay fresh, on trend, cool curiosity• Tap in to pop culture – celebs are trendsetters• Free agents empowered by tech – like niche brands like g p y

LG, changing brand loyalty – all about NOW• Brand personality – live relationship with customer –

t d f thistand for something

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Want to Keep Up with Marketing Trends?tenbyten.org Collects pictures and words every hour with headlines of what’s happening right now. Interactive presentation

of the pictures and words that define the time.

news.agendainc.com A blog about pop culture and brand strategy.

blogpulse.com An automated trend discovery system for blogs.gp y y g

thecoolhunter.net Roaming the globe so you’re in the know.

dailycandy.com The latest trendy items by city. Updated daily with features on new products, services, restaurants, more.

flavorpill.com Publisher of filtered cultural information, distributed in a series of graphical email magazines.

google.com/trends/hottrends A fascinating look at the top search terms, by category. What’s on other people’s minds?

iconoculture.com Translates emerging trends and consumer insights across product categories, lifestyle segments, and g g g p g , y g ,demographic groups.

influxinsights.com Articles about emerging trends.

marumushi.com/apps/newsmap/newsmap.cfm

A visual snapshot of world news.

psfk.com A blog dedicated to interesting cultural trends and tidbits.

splendora com A fashion and style site with city guides weekly forecasts articles and moresplendora.com A fashion and style site with city guides, weekly forecasts, articles, and more.

springwise.com New business ideas from around the world.

transculturalism.com Focused on cross-cultural interests including identity and the modern quest for belonging.

trendcentral.com Bite-sized insights into global consumer trends.

trendhunter.com A magazine dedicated to finding what’s cool before anybody else.

trendwatching com “Most visited source” for information on consumer trends Taps over 6 000 trend-spotters to identify emergingtrendwatching.com Most visited source for information on consumer trends. Taps over 6,000 trend-spotters to identify emerging trends.

urbanpioneerproject.com A global social anthropology eliciting the aid of urban volunteers.

utne.com Reprints the best articles from over 2,000 alternative media sources to collect the latest ideas and trends emerging in our culture.

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Source: GetFutureThink.com

Life Philosophy: Keep the Shiny Side Up!

Contact me at ssaurage@SaurageResearch.com or on Facebook or LinkedInBlog: www RealitySpikes com

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Blog: www.RealitySpikes.com@RealitySpikes