Alcone Marketing Group – Consumer Lab

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

The Crystal Ball: What’s Ahead in Ads

What will be 2007’s YouTube?

The Crystal Ball: What’s Ahead in Ads – New York Times
AS the New Year approaches, advertising executives are busy divining the future, compiling lists and predicting hot brands and consumer trends.

Not surprisingly, many agencies are focusing on how the digital world will continue nudging the offline world in new directions, and consumer-generated content is in the forefront of everyone’s mind. But ad executives also say they think companies should pay attention to shoppers’ interest in knowing more about the products they buy and to their desire to turn their cellphones and BlackBerrys — gasp! — off sometimes.

Here are some of the most common scenes for 2007 that ad executives see in their crystal balls:

Advertisements

Filed under: advertising, Media

Keep Your Eyes on the Ball: Target’s Novel New Year’s Eve Turn – 12/29/2006

 Target seems to stay ahead of the game with their innovative reach. This NYE – revelers will be exposed to a very different kind of outdoor advertising – in 3D. Howdo you even count those impressions?

Keep Your Eyes on the Ball: Target’s Novel New Year’s Eve Turn – 12/29/2006
by Laurie Petersen, Friday, Dec 29, 2006 7:00 AM ET
IT’S BRIEF, BUT IT MAY make history in the outdoor ad category.

In its latest New York City-based event marketing campaign, Target is taking over the legendary New Year’s Eve ball-dropping ceremony.

Filed under: advertising

Meditate on This: Yoga Is Big Business

Yoga is big business. The number of Americans who practice yoga at least twice a week jumped 133%, to 3 million this year from 1.3 million in 2001, according to a recent survey.

In 2004, the most recent year tracked, Americans spent $2.95 billion on yoga classes, yoga-related products (clothing, books, mats) and on yoga retreats and vacations, according to a survey of nearly 4,800 people conducted for Yoga Journal.

Meditate on This: Yoga Is Big Business – New York Times
Under dim lights and pulsating techno-trance music, the vast room at a recent yoga conference in a mountain town northwest of Boulder, Colo., looked like a rave club, without the drugs. Some 140 people formed fluid concentric circles around Shiva Rea, a globe-trotting yoga-dance instructor from Los Angeles.

In a room next door, 64 vendors of clothing, accessories, books, skin-care products and other yoga-related enticements attended to customers and watched the class from the doorway.

Suddenly, Ms. Rea ordered the sweaty crowd to chant and trance-dance their way into the neighboring marketplace. Students snaked their way through four narrow isles of clothing as vendors encouraged them to return.

Filed under: clothing, experiential, magazines, Men, sports, travel, trends, websites, Women

Food for the People, Whipped Up by the People

Trained chefs like Mario Batali were put on the back burner in 2006, making room for home cooking divas like Paula Deen, Rachel Ray and Sandra Lee. Using buzzwords like “home-cooking,” “everyday” and “country” gave these ladies a leg up in the cookbook category.

People are gravitating towards the new type of cooking expert, and away from the professionally trained culinary school graduate. People are also turning to food blogs and the Internet, and away from more traditional forms of recipes collections. To take it a step further, after reading a recipe some customize it even further and truly make it their own.

A true example of how CGM and a new breed of “experts” is helping shape a new trend.

~A

Food for the People, Whipped Up by the People – New York Times
IF you wanted to appear in a food magazine or publish a cookbook in 2006, to star in a television cooking show or increase the traffic on your Web site, your best move was clear: don’t be a chef.

It was the year the people took back the food. Expertise was out: the
Food Network edged aside chefs like Mario Batali to make room for
home-cooking queens like Paula Deen, Sandra Lee and Rachael Ray. The
most popular new food magazines and cookbooks were collections of
recipes from real home cooks (or those who pretended to be), often
stamped with the irresistible words “home-style,” “country” and
“everyday.”

Filed under: Consumer, Customization, Internet, websites, Women

New ‘Networked’ Consumer More Fluid, Intimate – 12/27/2006

Responsibility…. Sustainability…. Customized…. Some key trends that we have seen materialize in the past year, and will continue to gain popularity in 2007

New ‘Networked’ Consumer More Fluid, Intimate – 12/27/2006
by Joe Mandese, Wednesday, Dec 27, 2006 7:00 AM ET
TRENDMEISTER FAITH POPCORN, THE CONSUMER researcher and futurist, popularized the concept of “cocooning” during the 1980s and 1990s. Now, she’s predicting a new identity for 2007: Ubiquitous personalized media technologies are spawning a “networked self,” which will shape both consumer marketing and society at large in the years ahead.

Filed under: trends

Now Looking Green Is Looking Good

More ad agencies are figuring there is good money to be made from specializing in ads that promote greenness.

This is good news for smaller companies that want to grow because more often than not, that are happy to give new agencies a chance.

~A

Now Looking Green Is Looking Good – New York Times

GREEN is green.

The phrase and the concept — there is good money to be made in
preserving the environment — is so often repeated that it has become a
cliché. So it was probably inevitable that some enterprising
advertising agency would figure that there is equally good money to be
made from specializing in ads that promote greenness.

Filed under: advertising, caused based marketing

Coors Light Launches Bilingual Super Bowl Push

Coors Light will be running a bilingual marketing initiative leading up to the Superbowl.

With the Hispanic population growing more and more, it will be interesting to see what other companies will focus in on this large group in 2007, if they haven’t done so already.

~A

Coors Light Launches Bilingual Super Bowl Push
NEW YORK — Coors Light has rolled out a bilingual marketing initiative in the run-up to Super Bowl XLI on Feb. 4 in an effort to reach the growing number of Hispanic football fans.

According to the National Football League, 77% of bilingual Hispanic men ages 21 to 34 consider themselves football fans, and as the official beer sponsor of the NFL, Coors Light is not neglecting those consumers.

Filed under: advertising, Beer, Consumer, Hispanics, Men, Sponsorship, sports, TV

Data Services Too Expensive For Wireless Subscribers

Cell phone users are well aware of the potential for media services on their mobile phones. However, no one wants to pay for it.

Data Services Too Expensive For Wireless Subscribers

According to an IDC survey of more than 2,500 American wireless subscribers and customers, 72.5% of respondents did not use any data services outside of messaging in the third quarter of 2006. The report shows that, though Americans are big spenders when it comes to entertainment content and services for consumer electronics such as the Xbox, Apple’s iPod, personal computers and high definition TVs, they show less enthusiasm for purchasing entertainment services created for their wireless mobile devices.

Filed under: Mobile

Kraft Takes South Beach on Tour Again

A little beach at the beginning of winter…

Kraft Takes South Beach on Tour Again

Kraft Foods is warming up its mobile beach trucks again this year to bring a bit of South Beach to nine cities.

The Beach in a Box Cafe tour uses two Plexiglas trucks, each with a mini beach inside, to sample Kraft’s South Beach Diet brand.

Filed under: CPG, sampling

Media groups aim to ring up sales to mobiles

Looks like the 2007 is going to be the make or break year for mobile video and content services.

~A

FT.com / Companies / Media & internet – Media groups aim to ring up sales to mobiles
Media companies including News Corp’s MySpace and Viacom’s MTV Networks plan to cash in on the booming mobile phone market by offering a growing array of content and services.

The emphasis on selling content to mobile phone users, who are expected to pay either via monthly subscription fees or through fees for using data services on their phones, is also important for mobile carriers such as Cingular, Verizon Wireless and Sprint Nextel as they look for ways to expand.

Filed under: Consumer, Media, Mobile

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