consumer behavior
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Now here's something really special. I'm no soccer fan (excuse me, "futbol") but human emotions are human emotions no matter what country you're in. Guys are guys the world over, and they hate missing scheduled sporting events. What do guys who like sports also like? That's right, drinking beer. So in walks Heineken with a great idea that takes advantage of the target's emotional weak spot. The result? 1.5 million viewers saw user reaction on live TV, 5 million unique hits to the site, and...
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What were the top tweeted topics of 2009? I recently discovered a site called whatthetrend.com that logs daily/hourly trends for twitter, provides a platform for users to explain why the topics are important and interesting to people and provides an annual zeitgeist. At the end of 2009, whatthetrend.com looked back at the top trends of the year. They collected the top 100 most active trends over the course of 2009, and the definition for each of them. This data is gathered by looking at...
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Meet Sue. Sue is a marketer for a luxury brand, and is in charge of reaching out to the affluent audience with specific brand and product messages for her company. She has built a Facebook fan page for her brand, and she makes sure that the other marketing pieces have links for others to become a fan of her brand. After a few months of promoting the luxury brand's Facebook page, they check to see how many fans they have. Sue realizes that the fan numbers are low, but can't figure out what went...
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The other day, several brainwooers participated in a webinar that discussed insights into the growing Baby Boomer generation and the best ways to reach them. The webinar was based on the book Turning Silver into Gold: How to Profit in the New Boomer Marketplace by Dr. Mary S. Furlong.
There were several interesting facts that marketers seem to overlook when trying to reach this market. With a little more understanding of this audience, marketers should be able to creatively reach them where...
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Each year, luxury brands and couture fashion designers show off their best designs during New York's Fashion Week. It's not unusual to see the newest luxury car models sitting outside the runways at these fashion shows. However, this year we saw a different type of product waiting outside the tents for the fashion-forward participants to experience.
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Lane Wallace's TheAtlantic.com article on why fact can't compete with belief was summarized in The Week, the best of the U.S. and international media magazine. Lane asks, "why do people cling to an opinion even after they're presented with contradictory evidence?" In a new study, social science researchers have found that people employ 'motivated reasoning' to fend off any evidence that their strongly held beliefs are wrong. Many people feel they are their opinions, and hate to lose arguments....
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All of us have read or participated in polls and discussions this week about "which was the best Super Bowl ad?" Here's a question for you: are the best ads the ones that "were most liked" or the ones that more viewers "recalled seeing?" As marketers and ad people, we'd like to have the best of both these worlds, wouldn't we? Here's another question: are the ads that are "best liked" also the ones that are "recalled the most?" Many of us...
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In a climate marked by recession, many name-brand products are taking serious hits. In an attempt to save money, some consumers are passing over previously purchased premium items for generics.
According to a Sanford C. Bernstein survey of 834 consumers in December, about two-thirds of consumers had traded down to less-expensive consumer goods over the past 12 months. More than three-quarters of those consumers said the cheaper products were "as good or better" than the more expensive items...
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Super Bowl Sunday is rapidly approaching, and I can predict with certainty, one outcome of the game... everyone will be watching. Well, almost everyone.
Most of us know the Super Bowl generates big numbers. But, when you take a minute to really think about them, they are mind-boggling. For example, about half of all American households tune into the game year after year after year.
To put that into context, of the Top 50 highest-rated TV programs since 1966, the Super Bowl claims 24...
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If so, then you may be interested to know which marketing strategies work best for Low-Involvement (LI) products and services. (This is the 3rd installment on Consumer Involvement Theory (CIT). To catch up, click on my photo, and you can read any of the HI/LI blogs written to date.)
We’ve been discussing the two dimensions of CIT—Involvement and Rational/Emotional. In LI categories consumers don’t spend much energy, time, or resources in making a purchase decision. Think...
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