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10 modern marketing facts

10 modern marketing facts:
"James Cherkoff writes about 10 modern marketing facts:

1. The consumer is in control.
'We need to embrace the urgent implications of consumer control.' Jim Stengel, Global Marketing Officer, Procter & Gamble

2. The consumer is sceptical and increasingly resistant to advertising.
“In the US 69 per cent of consumers are interested in products and services that allow them to block, skip or opt out of advertising and marketing messages.” Yanklevich Partners

3. Media fragmentation is pervasive.
'The average British internet user now spends 164 minutes online each day for personal use, compared to 148 minutes spent watching TV'. March 2006

4. Mass markets are being replaced by niche markets.
“McDonalds global head of marketing, Larry Light, has declared that mass marketing no longer works. Furthermore, Light goes onto declare, 'the end of brand positioning as we know it”. Advertising Age, June 16th, 2004

5. Corporate executives are under greater levels of scrutiny.
“As ever, the debate in t"

Don't take information and not use it

Don't take information and not use it:
"Does this sound familiar? Jim Logan writes:

I see this all the time, a business racks up customer and after customer, year after year. They collect names, addresses, email addresses, telephone numbers, etc. And never once write, call, solicit, or offer the customer the opportunity to return. They take each and every customer they have for granted.

And they spend a figurative ton of money soliciting more new customers, building a revenue plan around continual new customer attraction and acquisition, only to ignore them too and repeat the cycle.

The easiest sale you ever make is to an existing customer - upgrade, add-on, cross sell, affiliate, referral, etc. The people you already have met, built trust, and serve are a goldmine for any business. Reward them, keep in contact, and continually show appreciation…three keys to building your business.

"

Coolertising

Coolertising:
"PRNewswire: AquaCell Media, Inc., a subsidiary of AquaCell Technologies, has tapped into the fast-growing out-of-home advertising segment with their patented self-filling water coolers used as in-store 'billboards'. AquaCell installs their unlimited-use water coolers free of charge for retailers so that they can offer their customers a refreshing shopping experience while simultaneously giving advertisers a unique way to reach their targeted audience. AquaCell launched its innovative advertising campaign in Duane Reade stores throughout the NY metro area and Rite Aid drugstores nationwide. 'In today's fragmented media advertising arena, it's getting increasingly more difficult to reach out to the consumer in a relevant timeframe of their purchase intent cycle,' said Alan Jope, President of Unilever Home & Personal Care U.S. 'In a controlled test, AquaCell's in-store advertising on our largest brand, Dove, revealed a significant sales lift versus same stores without the AquaCell cooler advertising.' 'Our advertisers enjoy exclusivity without any diversions from competing ads,' said Michael Dougherty, President of AquaCell Media. "

Mobile tryvertising

Mobile tryvertising: " To launch its 3G network last fall, Vodafone Australia commandeered two big red buses and morphed them into mobile concept stores, packed with 3G phones and other gadgets. Adding a dash of sympvertising, the Vodafone buses provided a free commuter shuttle service in Sydney and Melbourne, with Vodafone’s promotional teams demonstrating 3G services to passengers en route. As pointed out by Vodafone Australia's Brand and Communications department: “People are out and about when they’re using our devices and this campaign is all about how the omnipresence of mobile can alleviate boredom and re-invent ‘dead time’ as something more fun and interesting. We also want illustrate the power of mobile broadband and show how it can create more flexible and effective opportunities for businesspeople on the move.” Letting consumers try out new products in a relevant setting—that's exactly what our sister site trendwatching.com would call tryvertising. Time to hop on the experiential advertising bus. Or... Start the world’s first tryvertising agency. Now ther"

Minipreneur travel agents

Minipreneur travel agents:
" Joining the customer made revolution, Belgium tour operator Wasteels has set up a division called Club Tours, which allows amateurs to create travel packages that are sold to the company's customers. Every demographic group has its own needs and wants when it comes to travel, and travel agents have long catered to the demand for specialized tours for everyone from senior citizens and rock climbers to military buffs and amateur biologists. Club Tours takes it one step further by allowing non-professionals to create vacation packages for their own niche market. So far, that includes gays, seniors, singles and art lovers. Club Tours takes care of marketing, sales, ticketing and all of the intricate legal and insurance issues, and pays the creator of the package a commission for each holiday sold. Perfect for minipreneurs who can make a side-business out of their passion for travel, or for bloggers to create theme tours for their readers, generating extra revenue while they're at it. (Gizmodo gadget hunts in Asia? Toybird tours of Chicago by bike?) And a great solution"

Customer-made flavours

Customer-made flavours:
" Austrian manufacturer Frenkenburger is asking customers to come up with new flavours for its all natural hemp milk drink, Trinkhanf. Made from ground hemp seeds, hemp milk is highly nutritious – hempseed is high in protein, amino acids and essential fatty acids, making it one of the most nutritionally complete food sources. But it doesn't taste of much. So Frenkenburger previously launched mango/ginger, cocoa/vanilla/maple and coffee-flavoured varieties. To further expand the Trinkhanf line, sold at health stores in Austria and Germany, the 'bio-entrepreneur' is running a contest. Creative customers are being challenged to create tasty new flavours using fruits, herbs, or other natural ingredients. The contest runs through the end of April, after which a panel of judges will pick a winner, and the winning recipe will go into production. Aware that co-creators should share in profits, Frenkenburger will pay the winner one euro-cent per bottle sold. (See trendwatching.com's customer-made briefing for more examples of companies creating goods, services and experiences in close cooperation with"

iTunes e iPod in volo

Le aziende sviluppatrici di software di intrattenimento per voli hanno contattato la Apple per inserire sugli aerei iPod docks e iTunes per acquistare e ascoltare musica durante il viaggio. Niente di irrealizzabile, solo da risolvere qualche problema sui diritti e sui costi di acquisto in spazio aereo internazionale.

E vai. Si comincia ad innovare sbirciando un po' qui un po' la'.