posted by Accounts
Regular readers will know that we love trends. As part of our commitment to education for our clients and our team, a couple of us recently attended Trend Watching's seminar in Chicago. In the course of five hours, we covered nearly 40 emerging marketing trends. Kick back and relax as we share with you our favorites.
As consumers continue to develop their personal social brands, they are constantly looking for new stories to share with their followers. In a world of tweets and status updates, we are constantly looking for new experiences that we can share with our friends. We as marketers can help facilitate this need by creating meaningful, shareable experiences. Babylonstoren, a luxury hotel in South Africa, provides its visitors with the opportunity to spend an afternoon on their farm, where they work with the local farmers to pick the produce that will be served that evening in the hotel's dining room. Experiences like this allow visitors to boast about their unique opportunity to their friends.
Random Acts of Kindness
Growing up, we were taught that Random Acts of Kindness was opening the door for a stranger, allowing someone older go in front of you at the grocery store line and cutting your neighbors grass while they were out of town. Many years later, Random Acts of Kindness has gone to a whole new level, especially when you bring up the brand, Kleenex. When Facebook users update their status of their illness, Kleenex quickly jumped on the opportunity and sent a select group of individuals 'get well packages'. The interaction that Kleenex had with the users starts to build the relationship with them and everyone in their social networks; you know they are going to tweet, post, blog, talk and text about their experience! Kleenex instantly gained reliable fans.
What happens when your product reaches the end of its journey with a particular customer, but still has some life left in it? Is it donated to a local organization? Resold on eBay? Recently, brands have begun to embrace Recommerce as a way to interact with a former customer who is looking to replace or upgrade a past purchase. Last Cyber Monday, Patagonia partnered with eBay to launch the first brand store on eBay. Helping these customers resell products that no longer meet their needs allows Patagonia to remind past customers that they have new and different products for replacement.
What do you think of first when you hear “Red Carpet?” We tend to think of all the Hollywood award shows and watching the celebrities on the Red Carpet in their fancy dresses and tuxedos. This time around, imagine your customers are on the “Red Carpet.” How do they want to be treated, what are they looking for and what are their needs?
In 2011, Hilton Hotels Worldwide created a service targeting Chinese travelers. This program is now available at 30 Hilton hotels across the world and offers assistance for all Chinese guests. Hilton changed their check-in process to their native language, changed the television channels and all rooms now have slippers and a welcome letter in Mandarin. With this trend, always make sure you are tailoring your message to your customers. Everyone wants to be treated as if they are your only customer.
We are collecting more data now than we ever have in the past. As the amount of data and number of sources grow, we are becoming more intelligent about the ways we are using this information. This data becomes exponentially more powerful when we begin to tie it all together. Ticketmaster, for example, has partnered with Spotify, an online music streaming service, to analyze users’ listening trends. Combining that information along with artists these users have "liked" on Facebook, Ticketmaster can suggest local concerts that might appeal to these users.
Do you love marketing trends as much as we do? Tell us your favorites in the comment section below.
About the authors::
Andrea Aber is the account services team manager at thunder::tech and is our resident process guru. When she's not creating project calendars and meeting with clients, Andrea enjoys spending time with her family and friends, venturing to local Cleveland restaurants, neighborhood events and festivals.
Justin Smith is a Web and multimedia developer at thunder::tech. He is also a founding member of the t::t bike club and the proud parent of a basset hound.
There are no comments. Be the first!