A growing trend for 2009 is Nichetributes, the power of making products and services relevant by incorporating “attributes” and features that cater to distinct consumer lifestyles and situations.For example, glove designers know that their customers need to keep their hands warm, but still want dexterity to dial their cell phone. Enter Dots, knit gloves with metal dots on the fingertips that don’t scratch iPhones, iPods or other touch-screen devices. Another brand bares only the wearer's index finger and thumb, and a third offers the first hands-free cell phone glove for winter sports.
Nichetributes are about tailoring a product to a specific audience. It's about integrating the "now" into your activities and being relevant to your customers in an environment that has never been more about the "now" than, well, now.Nichetributes often can be created at low costs — it's really about understanding your customers’ needs. Anything practical and useful will be accepted and, when a brand cares about its customers' interests, it will be met with appreciation and goodwill.
Adapted from trendwatching.com’s January 2009 article, "Half a Dozen Consumer Trends for 2009."
In any sales message, there comes a moment of truth. If you’ve done your job right, you have your target’s attention, generated interest and created a desire. Now comes the coup de grace: Getting a response. One way to do this is to get your target to make an affirmation on how they will benefit from your product. Here’s an example: CarMD makes a diagnostic tool that tells you why your “Check Engine” light is on – so you can avoid breakdowns and getting ripped off on car repairs.Using this call-to-action (CTA), you verbalize for your target the benefit they will receive by ordering. By getting them to say it to themselves, they are, in essence, making an affirmation to complete the order – Yes, I want to avoid car trouble, keep my family safe and not be overcharged for costly repairs I may not need.There are many other CTAs, but the order affirmation is perhaps the most positive, making those potential customers more likely to click on your “Buy Now” link.
The new year is traditionally a time to take stock of our personal and professional lives. This year, the ante is upped for everyone, especially in the work realm. “How can my company succeed in this economy? How can we make a difference?” Don’t let fear of the unknown paralyze you into inaction. Dig deep for that gem of an idea. You know the facts about your customers. If you don’t, get close to them quickly. Often, key insights are evident just by spending a few hours in their shoes. Be creative. Can you turn a “maybe next year” idea into something special now, motivating your customers, co-workers and bottom line? Difficult times can bring out the best in us, so welcome the challenge and let the innovation begin!
Once you’ve entered the world of social media, how do you monitor online activity from employees, consumers and traditional media — all of which can impact your company’s perception?The answer is to actively monitor posts on blogs and social media networks to head off any negative issues. While social networks like Facebook, MySpace and Twitter are useful tools for disseminating information, messages posted by others can be difficult to control. The Economist recently reported that Virgin fired 13 of its cabin crew who had posted derogatory comments about its safety standards and some of its passengers on a Facebook forum. Several British Airways employees described some passengers as "smelly" and "annoying" in Facebook postings. Even with company policies on social media and opportunities for feedback, these airlines struggle with controlling their image via social media channels. Part of the problem is likely infrequent monitoring of social networking sites. Lessons learned? Review and reinforce employee policies, monitor social media activity thoroughly and often to ensure rules are respected, and keep in mind that prevention might be the best option. Source: Losing Face, A tale of two airlines and their Facebook fiascos. The Economist, Nov 6., 2008
We’ve all heard it. There are even several spoofs about it on YouTube. But making the logo bigger isn’t a branding strategy. It’s just a logo — not a way to get into the hearts and minds of today’s fragmented consumers who need to be engaged with your brand.If you think your logo is too small, stop and ask yourself: Is the ad on strategy and creatively memorable? Does it stop the reader and engage them with an offer or information that piques their interest?If the answers are "yes," then they’ll want to know where they can get it. Aha, the logo. It doesn’t matter what size it is or if it’s even in the ad. In fact, according to Hey Whipple Squeeze This by Luke Sullivan, ads without any logos at all are often the most powerful. Why? Customers don’t buy logos, they buy benefits. So if you can effectively convey the benefits, logo size only matters in terms of design, something best left to the eye of a seasoned art director.Listen to the rock ode to graphic designers everywhere, Make the Logo Bigger and/or view the Make My Logo Bigger Cream video spoof.