Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Tech giants target older buyers — and their cash

The sheer number of 50-plus consumers is leading tech companies to hit the delete key on many stereotypes about “older” consumers–that they’re cemented in existing buying patterns, that they’re not active, or put off by anything with
multiple buttons. “Any company wanting to grow their business in the next 10 years better have a strategy for marketing to those 50-plus,” warns Matt Thornhill, founder of market research company Boomer Project.

A young-at-heart attitude has helped lead many older Americans to snap up global cellphones and GPS services for travel, tap into online job-search sites for second-career options and play video games. But juxtaposed with physical
realities, it can make it hard to engage the older consumer with a single sales message.


~A

Tech giants target older buyers and their cash – USATODAY.com
BOSTON — Edlin Crawford wields the Nintendo Wii game controller with power and confidence — manipulating her digital character on a big-screen TV and racking up points.

Her skill at sports video games comes from playing four to five times per week, but she is far from the teen gamer stereotype.

Filed under: advertising, Baby Boomers, digital, Games, Gaming, health

Research: Gourmet, Specialty Sales Expected To Soar

“America’s fascination with world flavors, along with its growing ethnic
population, is also helping to fuel the dramatic growth of gourmet/premium foods
and beverages,” according to the Packaged Facts report. “As the United States
increasingly becomes and recognizes itself as a multicultural society, ethnic
foods are soaring in popularity and acceptance.”

~A

MediaPost Publications – Research: Gourmet, Specialty Sales Expected To Soar – 11/30/2007
SALES OF GOURMET AND SPECIALTY foods are expected to rise nearly 63%, to $96 billion over the next five years, according to new research in the category from Packaged Facts.

According to the study, sales in the (admittedly loosely defined) gourmet, specialty and premium food and beverage category grew to $59 billion in 2007, a nearly 11% increase over 2006.

Filed under: Consumer, CPG, food, gourmet

For Toddlers, Toy of Choice Is Tech Device

Toy makers and retailers are filling shelves with new tech devices for children
ages 3 and up, and sometimes even down. They say they are catering to junior
consumers who want to emulate their parents and are not satisfied with fake
gadgets. Jim Silver, editor of Toy Wishes magazine, says there has been
“a huge jump in the last 12 months” in toys that involve looking at a
screen.

Six of the nine best-selling toys for 5- to 7-year-olds on
Amazon.com yesterday were tech gadgets. For all of 2006, three of the top nine
toys for that age group were tech-related. The so-called youth electronics
category now accounts for more than 5% of all toy sales.


~A

For Toddlers, Toy of Choice Is Tech Device – New York Times
SAN FRANCISCO, Nov. 28 — Cellphones, laptops, digital cameras and MP3 music players are among the hottest gift items this year. For preschoolers.

Toy makers and retailers are filling shelves with new tech devices for
children ages 3 and up, and sometimes even down. They say they are
catering to junior consumers who want to emulate their parents and are
not satisfied with fake gadgets.

Filed under: Consumer, digital, gift giving, holidays, interactive, Toys, trends

Promotions, In-Store Displays Key to Swaying Electronics Shoppers

Almost one-third of shoppers bought electronics based on an offer or
promotion–the most popular being rebates and sale prices–according to a new
survey from Omnicom’s Dallas-based Integer Group. Also, most of the buyers (75%)
browsed on the Web before purchasing–going online an average of more than three
times to do research before buying. It was “not uncommon” for the shoppers to
make 10 or more Internet visits.

~A

Promotions, In-Store Displays Key to Swaying Electronics Shoppers – Advertising Age – News
YORK, Pa. (AdAge.com) — This just in: Men and women shop differently. Shopping for a big-screen TV is an exciting process for men, who definitely find it easier than shopping for groceries or shoes. For women, it’s stress-inducing and requires careful consideration and research.

But while a new survey from Omnicom’s Dallas-based Integer Group may
seem to bolster stereotypes, the results also hold some
holiday-marketing clues. And with a record $22 billion in electronic
purchases up for grabs this season, according to the Consumer
Electronics Association, marketing can be a potent influencer when
angling for that wallet share.

Filed under: advertising, Consumer, digital, entertainment

Future Techniques in Online Marketing

Senior Editor in Charge of Adotas, Sarah Novotny summarizes key future
trends in Online advertising as predicted by Dilip DaSilva,
Exponential’s founder and CEO. Excerpting from the summary, Novotny
says there are six key trends identified in this release.

~A

Center for Media Research – Daily Brief
1. In a
world where nearly everything can be anonymously known about a
registered user on a large site, marketers are making full use of the
data to deliver on the promise of 1-1 marketing. Online advertisers wil
create highly customized and immersive marketing experiences, fully
leveraging the most up-to-date data from their databases.

2.
While user generated content (UGC) is inappropriate for most major
brands, we’ll see more professionally-produced viral campaigns that
capitalize on this genre, says DaSilva. With no standards, and lots of
different players and technology, video buys are still incredibly labor
intensive, and often require site-by-site exercise he says. Brand
advertisers are clamoring for an affordable, brand-safe environment
with the ability to target audiences with video.

Premium
content is very expensive, and serious questions are emerging about the
level of intrusiveness of running pre-roll. Professionally produced
content affords a better value but is more difficult to find at scale.
Overlay advertising will likely become the preferred solution, DaSilva
anticipates, when it comes to monetizing the large volume of user
generated video content, whereas pre-roll will continue to be tolerated
in front of high-quality content.

3.
2008 is the year when we finally see a viable, truly local solution for
local advertisers. The breakout leader in the online local space will
be the company that provides the best user experience and repeat users,
“without consumers being bombarded with national ads when they are
looking for a local sushi restaurant.” says the release.

We
believe, reports DaSilva, that “vertical local” will play a vital role,
becoming even more granular, or “hyper local,” with legal, travel, and
home services playing an important role as well. The release notes that
Yellowpages.com and Superpages tend to attract the users who are
searching for more services.

“Local
CPC (cost-per-click) display” will evolve to be a major factor in 2008.
This means local users on a national site will be shown display ads of
local businesses in their area that are relevant to their interests,
using data from the display network. These ads create a greater CTR and
also the opportunity for local businesses to advertise on sites that
they could not have accessed in the past.

4.
As more advertisers launch online branding campaigns they increasingly
want more metric feedback on the effectiveness of their online
marketing efforts, beyond clicks, both to justify spending on the web
and to help guide their future media allocations.

With
the shift of TV to online, the industry has no choice but to embrace
the emotional selling proposition where the emotional values becomes
critically important in the buying process. This change will enable
online buying to shift from a transactional strategy to an ongoing
source for influencing the customer in different stages of the purchase
funnel.

5.
While the technology of computers acting as intelligent agents has
largely lived in the research arena, it is now making its way into
mainstream applications. (Some Online marketers) are now deploying
applications that “learn,” enabling users to structure and share the
richness of their online experiences.

6.
2008 will see the increased popularity of Virtual Worlds. Users will
increasingly shift towards specialty worlds more closely associated
with their lifestyles or interests. This will be an opportunity for
marketers to create whole worlds around products, or to customize
environments inside specialty virtual environments.

Advertisers
can create branded environments and even brand accessories. For
example, Coke Studios is an online community with millions of users
creating customized music mixes that can be shared and rated by others.

DaSilva
concludes that “These are a few of the key topics we think will be
consistently discussed during the conferences and industry events in
2008…”

For the complete prediction summary, please visit Adotas here.

Filed under: Consumer, Internet, UGM, websites

All I Want for Christmas Is a Compost Bin

Eco-friendly retailers are touting ‘Green’ holiday presents, carbon-offset gift certificates and other environmentally friendly gifts. While it’s difficult to track the sales of all so-called green or eco-friendly goods, demand for more energy-efficient appliances has grown recently, as have purchases of organic products.

~A

All I Want for Christmas Is a Compost Bin – WSJ.com
Are soy candles and spinning composters on your holiday list this year? A bevy of so-called green retailers are hoping so.

With so much public attention on climate change and sky-high oil prices, these retailers are pitching energy-saving or recycled items that haven’t traditionally been on most people’s wish lists — a low-energy desk lamp, for example. And while many retailers have boasted luxury wrapping in past years, companies are this year proffering natural and biodegradable packaging — or none at all.

Filed under: caused based marketing, Consumer, eco-friendly, environment, fashion, gadgets, gift giving, holidays, organics, trends

How holiday shoppers differ by generation

Whether they were braving the crowds on Black Friday, surfing the
internet for deals on Cyber Monday, or choosing a retail store to
visit, the latest Maritz Poll examining the holiday shopping
preferences of Generation Y, Generation X, Baby Boomers and the ‘Silent
Generation’ has revealed some interesting differences.

~A

News: How holiday shoppers differ by generation – Customer loyalty, customer retention, and customer relationship marketing daily news and information – free, unbiased news for the marketing executive or researcher.
Large crowds, long queues, and jammed car parks are only a few of the main reasons why consumers say they dread shopping during the holiday season. Consequently, Maritz argues, retailers could increase traffic to their stores by simply improving the whole experience based on their target audience’s preferences.

Filed under: Baby Boomers, Gen Y, Teens, Tweens, Young Adults

Cyber Monday Traffic Up 26% Over ’06

Despite a grim consumer outlook for holiday shopping this year, sales on Cyber Monday were up 26% over the last year.

~A

MediaPost Publications – Cyber Monday Traffic Up 26% Over ’06 – 11/29/2007
U.S. TRAFFIC ON CYBER MONDAY increased 26% compared to 2006, Hitwise reported Wednesday–the third year in a row there has been an increase on the Monday following Thanksgiving.

Traffic to the Hitwise 100 Retail Index, which is comprised of the top 100 retail Web sites, received 5.07% of all U.S. visits on Nov. 26, 2007–representing an increase of 26% versus Nov. 27, 2006, which received 4.02% of visits.

Filed under: Consumer, digital, Internet, living target, online retail, shopping

Anheuser To Roll Out Chelada In January

Anheuser-Busch will be rolling out its Chelada product in January.

~A

MediaPost Publications – Anheuser To Roll Out Chelada In January – 11/29/2007
ANHEUSER-BUSCH EXPECTS TO ROLL OUT its Chelada products nationwide in January after what the company calls “tremendous success” in Arizona, Colorado and Nebraska test markets.

A-B has made a deal with Cadbury-Schweppes to have the latter provide the former with its Clamato Tomato Cocktail product, which the beer giant blends with Budweiser and Bud Light, bottles, and distributes.

Filed under: Beer, Consumer, Hispanics

‘Cyber Monday’ Sets Record For Retail Sales on the Web

“Cyber Monday” sales rose 21% to $733 million, a record for single-day online retail sales.

~A

‘Cyber Monday’ Sets Record For Retail Sales on the Web – WSJ.com
Consumers responded eagerly to online retailers’ promotions for “Cyber Monday,” setting a record for single-day online retail sales.

Online sales for the Monday after Thanksgiving rose 21% to $733 million, according to comScore Inc., a Reston, Va., market research company that tracks Internet sales and traffic.

Filed under: Consumer, digital, Internet, shopping, websites

Categories

Blog Stats

  • 366,181 hits
Follow

Get every new post delivered to your Inbox.