Hiebing Explores: Seven Consumer Trends To Ignore...If You Want To Be Ignored

Seven Consumer Trends to Ignore If You Want to Be Ignored.

an integrated brand development and marketing firm

IT TAKES MORE THAN A GOOD PRODUCT TO INSPIRE BRAND DEVOTION.

IT TAKES MORE THAN A GOOD PRODUCT TO INSPIRE BRAND DEVOTION.

 You must also understand your consumers’ state of mind

 You must also understand your consumers’ state of mind

 That state of mind is influenced by the world that surrounds them

 You must also understand your consumers’ state of mind

 That state of mind is influenced by the world that surrounds them

 And reveals itself in the shape of trends

NOT JUST APPARENT, TRANSPARENT

TREND

NOT JUST APPARENT, TRANSPARENT.

TREND

 Folks are angry

NOT JUST APPARENT, TRANSPARENT.

 Folks are angry and highly distrustful

NOT JUST APPARENT, TRANSPARENT.

 Folks are angry and highly distrustful of big business and government

NOT JUST APPARENT, TRANSPARENT.

 A majority of Americans gave corporate America grades of

NOT JUST APPARENT, TRANSPARENT.

 A majority of Americans gave corporate America grades of

D

NOT JUST APPARENT, TRANSPARENT.

 A majority of Americans gave corporate America grades of

D or F for honesty and ethics

NOT JUST APPARENT, TRANSPARENT.

NOT JUST APPARENT, TRANSPARENT.

 Only 3

NOT JUST APPARENT, TRANSPARENT.

 Only 3 in 10 Americans

 Only 3 in 10 Americans

think the “public good” is a strong factor in the choices of corporate leaders

“Business Ethics in a Time of Economic Crisis,” Knights of Columbus/Marist College Institute for Public Opinion Research, February 2009.

NOT JUST APPARENT, TRANSPARENT.

IMPLICATIONS }

NOT JUST APPARENT, TRANSPARENT.

 Consumers demand transparency

IMPLICATIONS }

NOT JUST APPARENT, TRANSPARENT.

 Consumers demand transparency  Acknowledge consumer complaints

and resolutions

IMPLICATIONS }

NOT JUST APPARENT, TRANSPARENT.

 Consumers demand transparency  Acknowledge consumer complaints

and resolutions   Proactive customer service is more

vital than ever

IMPLICATIONS }

NOT JUST APPARENT, TRANSPARENT.

 Consumers demand transparency  Acknowledge consumer complaints

and resolutions   Proactive customer service is more

vital than ever   If you make a mistake, be the first to

fess up

IMPLICATIONS }

NOT JUST APPARENT, TRANSPARENT.

ONE COMPANY’S ANSWER:  The Footprint Chronicles, a Patagonia

microsite, tracks the environmental impact of 10 products, including CO2 emissions and waste, and how Patagonia actively offsets them.

No. 2WE’RE ALL IN THIS TOGETHER

TREND

No. 2WE’RE ALL IN THIS TOGETHER.

TREND

 Consumers are refocusing on what is really important to them:

WE’RE ALL IN THIS TOGETHER.

 Consumers are refocusing on what is really important to them: family and friends,

WE’RE ALL IN THIS TOGETHER.

 Consumers are refocusing on what is really important to them: family and friends, their community,

WE’RE ALL IN THIS TOGETHER.

 Consumers are refocusing on what is really important to them: family and friends, their community, and the greater good

WE’RE ALL IN THIS TOGETHER.

 A New York Times/CBS News poll recently found Americans are spending more time with family and friends,

WE’RE ALL IN THIS TOGETHER.

 A New York Times/CBS News poll recently found Americans are spending more time with family and friends,

WE’RE ALL IN THIS TOGETHER.

and nearly half of Americans

 A New York Times/CBS News poll recently found Americans are spending more time with family and friends,

were spending less time buying nonessentials and less money in stores and online

WE’RE ALL IN THIS TOGETHER.

and nearly half of Americans

“In Recession, Americans Doing More, Buying Less,” The New York Times, 1.03.10.

 The NeighborGoods program helps consumers save money by sharing tools they use only occasionally with neighbors and friends

WE’RE ALL IN THIS TOGETHER.

IMPLICATIONS }

WE’RE ALL IN THIS TOGETHER.

 Consumers are seeking simpler pleasures, memorable experiences and stronger relationships

IMPLICATIONS }

WE’RE ALL IN THIS TOGETHER.

 Consumers are seeking simpler pleasures, memorable experiences and stronger relationships

 Build a community around your brand via social networks

IMPLICATIONS }

WE’RE ALL IN THIS TOGETHER.

 Consumers are seeking simpler pleasures, memorable experiences and stronger relationships

 Build a community around your brand via social networks

  Show how your brand fosters relationships

IMPLICATIONS }

WE’RE ALL IN THIS TOGETHER.

No. 3VAL -

TREND

No. 3VAL-YOU. -

TREND

 Consumers are becoming more self-reliant and self-sufficient

VAL-YOU.

 Consumers are becoming more self-reliant and self-sufficient

 They enjoy the satisfaction of learning new skills

VAL-YOU.

 Consumers are becoming more self-reliant and self-sufficient

 They enjoy the satisfaction of learning new skills

 And take pride in providing well for loved ones

VAL-YOU.

 Hobbies such as crafting are on the rise

VAL-YOU.

 Hobbies such as crafting are on the rise

History has shown that poor economic times have people staying home and doing DIY projects

“

VAL-YOU.

” – Knitting entrepreneur Becca Smith

 The maker of Ball canning jars reported sales were up about 50% in 2008,

VAL-YOU.

 The maker of Ball canning jars reported sales were up about 50% in 2008, a trend that has continued in 2009 “Preserving Time in a Bottle (or Jar),” The New York Times, 5.27.09.

VAL-YOU.

IMPLICATIONS }

VAL-YOU.

 Consumers are looking for partners to give them the tools, materials and inspiration to make things

IMPLICATIONS }

VAL-YOU.

 Consumers are looking for partners to give them the tools, materials and inspiration to make things

 Opportunity abounds for brands that encourage learning and foster self-sufficiency

IMPLICATIONS }

VAL-YOU.

 Consumers are looking for partners to give them the tools, materials and inspiration to make things

 Opportunity abounds for brands that encourage learning and foster self-sufficiency

  Even consumers who don’t have skill or time appreciate the ability to customize products

IMPLICATIONS }

VAL-YOU.

PROVIDING VAL-YOU  Patrons who order a whole roasted

chicken at L.A. restaurant Comme Ça go home with leftovers and everything else they need to make stock.

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

TREND

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

valueTREND

 Consumption is a hard tendency to break

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

value

 Consumption is a hard tendency to break

 After cutting back sharply in 2008 and 2009,

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

value

 Consumption is a hard tendency to break

 After cutting back sharply in 2008 and 2009, consumers long to free up the reins a bit

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

value

 The money’s there.

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

 The money’s there. Savings rates have risen from

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

1% January 2008

 The money’s there. Savings rates have risen from

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

1% 5% to January 2008 December 2009

 The money’s there. Savings rates have risen from

 Consumers are itching to spend

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

1% 5% to January 2008 December 2009

 The money’s there. Savings rates have risen from

 Consumers are itching to spend  The National Retail Federation

anticipates a 2.5% bump in 2010 retail sales

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

1% 5% to January 2008 December 2009

 “Tech Upcycling”

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

helloagain

 “Tech Upcycling” means giving consumers the option to upgrade devices they already own

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

 “Tech Upcycling” means giving consumers the option to upgrade devices they already own

 Sony’s PS3 game system will soon offer free upgrades to accommodate 3-D games

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

helloagain

IMPLICATIONS }

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

 Up your value to encourage consumers to open their wallets

IMPLICATIONS }

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

 Up your value to encourage consumers to open their wallets

 When you force consumers to buy new every year or two, you incent them to find less costly alternatives

IMPLICATIONS }

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

 Up your value to encourage consumers to open their wallets

 When you force consumers to buy new every year or two, you incent them to find less costly alternatives

  Value is in the eyes of the beholder

IMPLICATIONS }

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

 Up your value to encourage consumers to open their wallets

 When you force consumers to buy new every year or two, you incent them to find less costly alternatives

  Value is in the eyes of the beholder  Consider durability, sustainability and

tastiness as dimensions of value

IMPLICATIONS }

CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

MORE HANDS ON THE WHEEL.

TREND

MORE HANDS ON THE WHEEL.

TREND

MORE HANDS ON THE WHEEL.

 With consumer devotion come natural feelings of ownership and power

MORE HANDS ON THE WHEEL.

 With consumer devotion come natural feelings of ownership and power

 Consumers express views about “their brands” more often and effectively than ever before

 When Tropicana removed its iconic orange and straw during a package redesign, loyal purchasers raised an uproar

MORE HANDS ON THE WHEEL.

 When Tropicana removed its iconic orange and straw during a package redesign, loyal purchasers raised an uproar

 A month later the original design was back in place

MORE HANDS ON THE WHEEL.

 Backlash against companies can be quick and sharp

MORE HANDS ON THE WHEEL.

 Backlash against companies can be quick and sharp

 When word leaked that some H&M and Wal-Mart stores destroyed unsold clothes instead of donating them,

MORE HANDS ON THE WHEEL.

 Backlash against companies can be quick and sharp

 When word leaked that some H&M and Wal-Mart stores destroyed unsold clothes instead of donating them, a swift public outcry slammed the brakes on the practice

MORE HANDS ON THE WHEEL.

IMPLICATIONS }

MORE HANDS ON THE WHEEL.

  If you want consumer devotion you need to give up some control

IMPLICATIONS }

MORE HANDS ON THE WHEEL.

  If you want consumer devotion you need to give up some control

 Relaxing your grip builds credibility and gives you additional brand insight

IMPLICATIONS }

MORE HANDS ON THE WHEEL.

  If you want consumer devotion you need to give up some control

 Relaxing your grip builds credibility and gives you additional brand insight

  Solicit input from your top customers, and then let others know what they said

IMPLICATIONS }

MORE HANDS ON THE WHEEL.

  If you want consumer devotion you need to give up some control

 Relaxing your grip builds credibility and gives you additional brand insight

  Solicit input from your top customers, and then let others know what they said

 Consumers are talking about you, make sure you join the conversation

IMPLICATIONS }

MORE HANDS ON THE WHEEL.

ENVIRO

TREND

ENVIROMINDFUL.

TREND

ENVIROMINDFUL.

 Consumers are increasingly aware of the impact of consumption

ENVIROMINDFUL.

 Consumers are increasingly aware of the impact of consumption

 As eco-friendliness becomes mainstream,

ENVIROMINDFUL.

 Consumers are increasingly aware of the impact of consumption

 As eco-friendliness becomes mainstream, almost everyone is taking at least a small step toward environmentalism

 A recent poll found that

ENVIROMINDFUL.

 A recent poll found that

of those surveyed 60%

ENVIROMINDFUL.

 A recent poll found that

of those surveyed

felt either a “great deal” or “a lot” of personal responsibility to protect the environment

“Americans’ Attitudes Toward Environment Not Reflected in Actions,” Christian Science Monitor, 12.08.09.

60%

ENVIROMINDFUL.

 Starbucks’ Coffee Cup Challenge winner, Karma Cup, created a program to incentivize customers to use reusable mugs

ENVIROMINDFUL.

 Starbucks’ Coffee Cup Challenge winner, Karma Cup, created a program to incentivize customers to use reusable mugs

 Chalkboards at registers count how many customers bring in reusable mugs

ENVIROMINDFUL.

 Starbucks’ Coffee Cup Challenge winner, Karma Cup, created a program to incentivize customers to use reusable mugs

 Chalkboards at registers count how many customers bring in reusable mugs

 Every 10th customer with a reusable cup wins a free drink.

ENVIROMINDFUL.

IMPLICATIONS }

ENVIROMINDFUL.

  Think more broadly about long-term environmental cost versus short-term financial costs

IMPLICATIONS }

ENVIROMINDFUL.

  Think more broadly about long-term environmental cost versus short-term financial costs

  If your brand has a strong story to tell, tell it—it earns you credibility

IMPLICATIONS }

ENVIROMINDFUL.

  Think more broadly about long-term environmental cost versus short-term financial costs

  If your brand has a strong story to tell, tell it—it earns you credibility

 Changes that are easy and relatively inexpensive, like reusable shopping bags, can catch on and spread quickly

IMPLICATIONS }

ENVIROMINDFUL.

I WANT WHAT I WANT WHEN I WANT IT

TREND

I WANT WHAT I WANT WHEN I WANT IT.

TREND

I WANT WHAT I WANT WHEN I WANT IT.

 Technology has made instant gratification commonplace,

I WANT WHAT I WANT WHEN I WANT IT.

 Technology has made instant gratification commonplace, and consumers expect it in virtually all aspects of their lives

 More than

I WANT WHAT I WANT WHEN I WANT IT.

30%

 More than

I WANT WHAT I WANT WHEN I WANT IT.

30% of the people who

visit a business for service expect instant attention

 More than

I WANT WHAT I WANT WHEN I WANT IT.

30% of the people who

visit a business for service expect instant attention—even if they don’t have an appointment

I WANT WHAT I WANT WHEN I WANT IT.

 23% of shoppers in May 2009 preferred to spend more money if it saved them time

 23% of shoppers in May 2009 preferred to spend more money if it saved them time

 That jumped 5 points in June

I WANT WHAT I WANT WHEN I WANT IT.

IMPLICATIONS }

I WANT WHAT I WANT WHEN I WANT IT.

  Provide some form of instant gratification whenever possible

IMPLICATIONS }

I WANT WHAT I WANT WHEN I WANT IT.

  Provide some form of instant gratification whenever possible

  If what you market can’t be delivered instantly, use social media to provide instant information or acknowledgment

IMPLICATIONS }

I WANT WHAT I WANT WHEN I WANT IT.

  Provide some form of instant gratification whenever possible

  If what you market can’t be delivered instantly, use social media to provide instant information or acknowledgment

  Examine all touchpoints to eliminate time barriers to transactions

IMPLICATIONS }

I WANT WHAT I WANT WHEN I WANT IT.

 Marketing is about building a relationship between brands and consumers

IN SHORT

 Marketing is about building a relationship between brands and consumers

  It’s about listening to what’s important to your target customers, understanding their needs and values and making an emotional connection

IN SHORT

 Marketing is about building a relationship between brands and consumers

  It’s about listening to what’s important to your target customers, understanding their needs and values and making an emotional connection

 By understanding and listening to how consumers live, brands can inspire devotion

IN SHORT

(608) 256-6357 hiebing.com

One Brand-Devotion Inspiring Call to Make If You Want Your Brand to Be Recognized.