sara laor [email protected]. 7 trends that you need to know about the 4 ps of marketing + 4 new ps q...
TRANSCRIPT
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sara [email protected]
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7 trends that you need to know about
the 4 Ps of marketing + 4 new Ps
Q & A
youth
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30
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familyculture v. ethnicity
targeting v. privacy
nostalgia the ‘gift’ economyradical v. responsive
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familyculture v. ethnicity
targeting v. privacy
nostalgiathe ‘gift’ economyradical v. responsive
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U.S. Births Increase To 4.3M In 2006, Highest Since 1961
- CDC, National Center for Health Statistics, January 2008
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Bureau of Labor Statistics
Labor Force Participation Rate, Women 16 Years and Over
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24% (2007)30% (1993)US Children Enrolled in Childcare Centers, Wall Street Journal, November 2007
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14% (2003) 18% (2007)
% of dads preparing in-home meals, Wall Street Journal, March 2008
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‘why should you care?’
projecting warm & fuzzy family feelingschild / sibling/ cousin/ parent
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familyculture v. ethnicity
targeting v. privacy
nostalgia the ‘gift’ economyradical v. responsive
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ethnicity is not aspirational
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88% of Hispanics under 18 were born in the U.S.
Synovate, Ad Age, March 2008
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‘why should you care?’
invest in ethnic marketing…but make it about culture
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familyculture v. ethnicity
targeting v. privacy
nostalgia the ‘gift’ economyradical v. responsive
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the end of stranger dangerpredator panic
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privacy as currency
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they’re ready to make bargains: utilitarian
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‘why should you care?’
are you offering a decent tradeoffor are you just interrupting?
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familyculture v. ethnicity
targeting v. privacy
nostalgia the ‘gift’ economyradical v. responsive
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humorlighthearted optimism
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Special DeliveryWill It Blend
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‘why should you care?’
where’s your nostalgia component?
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familyculture v. ethnicity
targeting v. privacy
nostalgia the ‘gift’ economyradical v. responsive
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‘why should you care?’
what is your gift?
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familyculture v. ethnicity
targeting v. privacy
nostalgia the ‘gift’ economyradical v. responsive
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environmentally friendlyfair trade
ethically wildcraftedcertified organic
zero impactsustainably grownsocially responsible
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radical v. responsive
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‘why should you care?’
don’t overdo the radicalism
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familyculture v. ethnicity
targeting v. privacy
nostalgia the ‘gift’ economyradical v. responsive
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‘why should you care?’
is someone on your team thinking about the
mobile web?
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7 trends that you need to know aboutyouth
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the 4 Ps of marketing + 4 new Ps
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ProductPrice PromotionPlacement
PartnershipPersonalizationxPerimentationPlot
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ProductPrice PromotionPlacement
PartnershipPersonalizationxPerimentationPlot
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who are your partners?
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ProductPrice PromotionPlacement
PartnershipPersonalizationxPerimentationPlot
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how are you personalizing?
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ProductPrice PromotionPlacement
PartnershipPersonalizationxPerimentationPlot
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5-10%
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where will you propose some experimentation at
your firm?
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ProductPrice PromotionPlacement
PartnershipPersonalizationxPerimentationPlot
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“companies need to understand that their products are less important than their stories”
Rolf Jensen
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what is your story?
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direct mail
mobile
TV, radio catalog
billboards
social networks
eventscoupons / FSI
package design
widgets & games