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Marketing trends review inspiring 2011 strategies

LEAVING THE NEST

Aug/Sept. 2010:
This latest marketing trends review for 2011 celebrates the return of desire!                        
Crisis or no crisis, will desire prevail over the need to curb one’s spending?
A sign? The major food brands are getting back market share on private labels, showing a qualitative - albeit not yet a quantitative - market shift.

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This marketing trend lies at the convergence of three of the 10 trends not to be missed – SUNSHINEAGAIN, THE NEED FOR OTHERS, HAVE IT NOW - and targets listed in Marketing trends for 2011: “reinstate pride of consuming”, “recreate the desire to consume”.

Is it a matter of cause or effect? Advertising in the luxury, automobile and high-tech industries – traditionally trendsetting industries - encourages the consumer to “get out of the comfort zone” they have been in since 2008.  This refers to the consumer who is growing tired of the dictates of minimalism, self-restraint, the ‘no packaging/colour/logo’ trend.

To what point is this the case? What conditions apply? How does one lead the consumer through this shift? What techniques can be used?


DRIVING FORCES BEHIND DESIRE:

The time has come to get out of one’s comfort zone, to walk around, meet, discover, take off and have fun!
Advertising encourages us to experience pleasure, joy and jubilation, regained freedom, to dream and enjoy the feeling of escape – even if only in one’s head – especially when it comes to “irresistible” products.
These are avenues already explored in previous crises; the difference lies in the limits and conditions that need to be respected, which has changed significantly since then.
In this respect, Mercedes’ communication strategy provides a good example:

Here is the LEAVING THE NEST marketing trend scenario for 2011:

Be yourself - do what you want to do
 (= act on your desires and get others to do the same).   

 

 

Get pleasure out of it - have fun.


 

 

Dream - get carried away! 

° A carefree spirit, evoked by bubbles or the luxuriousness of pearls, invites you to dream.


° Life is like a fairy tale...                                                                         ...or a 60s film.
 


 


° Be an armchair traveller!
 


 


The “irresistible” product                                                                                                                                                                                       ° Pure attraction – it’s going to grab you.



 


° The elixir of “fashion stars
 

 

 

 

 

 

 

 

 

 

 



 

° Innovation breakthrough:                                                     
 A new product category                       
                                                                                                              ° A play on ‘absence’ /'presence'                                                                           = the driving force behind desire                                                                                                A Prada boutique shop-window in the middle of
                                                                                             the desert..thewriterfashionicon.files.wordpress.com/2010.                                                                                            
                                                                                          


LIMITATIONS AND CONDITIONS TO BE RESPECTED.

The marketing trend for 2011 still advocates pleasure within reason; pleasure that is:
* Reassuring: navigating the shift together, trusting each other, not laying blame.
* Mindful of new consumer habits.
* Accessible, practical, useful.


Herewith the topics explored:

Togetherness

Socially legitimises my personal desires, encourages the herd instinct, inspires trust shared between self, the group, the product and the brand.



 

Guilt-free pleasure





Shared confidence

° We depend on you                                               ° We deserve your trust




 


Practical, useful, accessible



    

 


What more can we do to become more useful  to you?                      


                                                                                                                                                                                       
 

Conclusion
The 2011 marketing trend first and foremost sees a return towards impulse buying at the market core.
Younger generations, as well as those in the upper income brackets, have shifted their desire rather than denied it during the economic crisis, as seen clearly in the impressive sales of ‘dream-inspiring’ high-tech products: firstly the iPad, and also in the positive performance of luxury goods (certain brands – such as Hermes – more so than some others).

The trend-strategy annual report delivers clear recommendations, illustrated by examples and pictures, immediately actionable for all brands.

Instantly downloadable, surprisingly affordable!

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