Consumption patterns are changing and sales methods as well. To win the heart of their target, the marks must learn to adapt their speech to a constantly changing environment. In marketing, the truth of today is rarely tomorrow's.
How do the packaging these days? What products that appeal to consumers? How the brands they give new life to their customer relationships? Discover new consumer concerns ... and marketers.
How do the packaging these days? What products that appeal to consumers? How the brands they give new life to their customer relationships? Discover new consumer concerns ... and marketers.
1. Packaging
As one of the main criteria for purchase, the packaging of a product is also changing according to the fashions and habits. A visit to the store can realize that the trend is looking for practicality. A target that follows two concerns: the time savings for consumers and the aging population, a major marketing challenge for years to come.Objective: To avoid difficulties in opening packages aesthetically successful but not ergonomic.
The openings are easy and formats doypack integrating all possible options, since the opening up resealable spout, now in bloom on store shelves. The approach is sometimes taken to extremes, like toothpaste destitute packaging found in stores Leclerc stores.
2. Gender Marketing
According to Faith Popcorn, the coming months herald the end of "gender marketing," marketing differentiated between men and women.
Exit Coca zero and therefore the Diet Coke, welcome to products that combine values rather male such as technology and women as a concern for the environment. One explanation for this? "Women are increasingly influential, powerful. And men become more sensitive, collaborative and connected." Convergence of the concerns of everyone who spends so unisex products such as the Apple brand, merging technology and art.
3. Special Offers
That the consumer research today is the immediate free in all its forms, the immediate reduction in hand or purchased on 2 + 1 free. A trend confirmed by the publication of the quarterly survey PromoFlash that reveals a growing promotional pressure in hypermarkets and supermarkets.
4. geolocation to attract new customers
To attract new customers, sites such as location-based Foursquare, Twitter and Facebook want to make hyperlocal. These sites can offer promotions in real time to pedestrians passing by a shop or to motorists stopping at a gas station. A positive experience if we are to believe the Radio Shack brand, which specializes in consumer electronics and special offers which will notify users Foursquare logs near a Radio Shack store. Result, they spent an average 3.5 times more money in its stores that consumers lambda.
The reason? Younger and therefore more "early adopters" than other consumers, proponents of social networks tend to buy more sophisticated and therefore more expensive.
5. Co-branding: two stronger
The creators of the ready-to-wear Kitsune creating a line of JM Weston shoes, Burger King and Eurostar, which communicate with each other, Coca Cola cans that launches branded Raving Rabbids ... Partnerships between brands flourish in many forms. This co-branding, which allows two brands combine their expertise and their images to enhance their product offering, definitely on a roll.I must say that this creation of shared value allows each brand to find his account of research awareness to share the attributes of each product.
6. "Street look" in fashion campaigns
It suggests that the trends do not exhibit themselves more on the podiums but in the street. Bloggers like The Sartorialist and Garance Doré set the tone with their unknown photographed in the street, models of the ordinary. A fashion design may be more human and more accessible making clothes which each brings a personal touch.
So this wave of "street look" that marks a growing surf through advertisements that give the impression to capture moments of life, moments of sublime strength by wearing your favorite brand. We refer of course to the mark Kooples who has posters of couples dope on the street or in the boxes his trademark
7. "Down aging"
Blogger Trendhunter, observed this year in the 2011 revival of "down aging," the famous return to childhood for a class of consumers nostalgic for an era of recklessness. The brands were well taken the measure of this phenomenon as evidenced by the rise of the retro wave.Broken down in pubs revivals such as Vespa Piaggio or RayBan Wayfarer, products fragrant years of carefree, havens in times of crisis.
8. Advertising deployed projected on the walls of major cities
Halfway between street art and display areas, the beamvertising attracting more and more advertisers. Brands like Nokia, Rexona and Puma are regular users.
The use of projectors for the development of a device to render stunning visual animations and projection surfaces unlimited gives new life to the concept of guerilla marketing if we are to believe the surprised looks of the people of New York and other world capitals that have been in recent months, attended the magnificent visual spectacles ... and promotional materials.
9. The customer experience increasingly virtual
One can also think that the act of purchase is also influenced by the help of augmented reality, this technique for superimposing a virtual image on a 2D or 3D image of reality, in real time, while having the opportunity to interact with the whole. Example, you can see on your terminal the product from its package or fully assembled. Clearly taking shape a future where the Internet, social networks and technological innovation will make it more interactive customer relationships, and brands.
10. Nature friendly products
This can be seen for some time, consumers are increasingly concerned about their ecological footprint and the origin of products they consume. Well this is not about to stop.Brands have correctly identified the research ethics and communicate more on the "naturalness" of their product. The latest example, Volvic bottles that incorporate plastics plant in their composition and have been designed to significantly reduce their environmental impact. Recognizable by their green cap, these bottles will satisfy consumers looking to rediscover values like love and compassion on behalf of the social and environmental awareness.
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