Media

By Lauren Durant, Operations Director – Isilumko Media

Entering this new year requires reflection on what contributed to the success (or failures) of the last, and an understanding of which defining trends will allow a business to continue or improve its performance coming out of 2010 A victorious year for South Africa was not devoid of its challenges – hosting the FIFA World Cup in the e shadow of a “dying” recession dominated the latter part of the year and impacted greatly on changes in the media landscape and consumer preferences.

In my mind, two considerations carried us through 2010.  Firstly, the impetus of business as usual ensured success despite many varying obstacles.  Secondly, recognising the power of the “Real Time Review”, that is customers’ reflections and subsequent announcement of their brand experiences.  This phenomenon is especially relevant in an increasingly immediate and social society, albeit dominated by online networks and social media platforms such as Facebook and Twitter.  Ensuring a positive brand experience through the use of competent, energetic and passionate promoters therefore continues to be invaluable as part of this process.  The looking glass of 2011 sees marketing trends continuing in a consumer-oriented direction rather than there being a focus on the actual product or brand.  Sharing three of the most prevalent guiding trends of the unfolding year; there is one underlying theme: the emotional emphasis of consumer decision-making.  

Trend 1: Emotion rather than mere “pros and cons”
In a world with virtually unlimited choice, people don’t need more data. Research shows that people don’t make decisions by weighing up the facts alone.  The reasons on which we all act are deeply rooted in an emotional and mostly subconscious process. With rationale alone one could never successfully weigh all pros and cons.  This should be the basis upon which marketers and hence the promotions agencies they employ, determine the communications with potential consumers.  Understand that connecting with people in a way that moves them is more valuable than sharing a list of product benefits.  

Trend 2: Random Acts of Kindness
This trend is closely linked with the fundamentals of activations and promotions in that a brand may not be launching a new product and may not necessarily have anything new to say, but a random act of kindness (RAK) presents the consumer with something they didn’t expect. This incorporates the “human touch” element and the brand is then genuinely showing care and concern for consumers which can only reflect positively on its bottom line. RAK activities can take on many forms: sampling, free gifts or even the dissemination of worthwhile information which is presented in an unexpected manner or unexpected environment.  This activity would naturally get consumers talking as it makes the experience with the brand more tangible and more meaningful. This clearly also links back to the opportunities created by the “Real Time Review” process.

Trend 3: Give Urban consumers what they want – and it may not be what you expect…
Urbanomics reveals that more consumers live in urban areas than ever before.  The emotionally taxing fast-pace has created a more daring, more liberal and more experienced consumer who is more inclined to try new products and services.  For the most part they know what they want and need something more than the ‘same-old-same-old’.   A marketer that understands this market’s mindset can start to reach these urban consumers more successfully.

However one decides to approach 2011, a consumer-focus is imperative.  Human beings are emotional creatures and for that reason maintaining a one-on-one relationship between brand and consumer through promotions and activations will take your brand through the ever-changing (and challenging) economic climate.