Marketing Trends

Are you preparing for Web 2.0? Nope, it's not a fad, or some new Microsoft program. It's probably the most important thing you and your company should know about this year: Web 2.0 is the new imperative for Internet-based business transactions. And it's what you'll need to understand so you can stay current and viable this year.

If you keep ahead of consumer trends, you'll be able to take advantage of opportunities. Ultimately, you'll be more profitable. That's simple logic.

Think back decades ago – before the Internet – to the “cocooning” concept predicted in trend-watcher Faith Popcorn’s book, “The Popcorn Report.” Popcorn predicted that home-based experiences and interactions (the Internet, sophisticated home entertainment systems, and even meals-to-go) would flourish during this cocooning trend in our culture. Clearly, her vision was spot-on. Don’t you wish you’d invested in the Internet back then, when you saw that “trend” on the horizon?

With that in mind here are a couple of new trends to think about, which offer broad ideas for you to apply to your own business in hopes you’ll become even more profitable this year:

THE "UBER PREMIUM"
Uber Premium, a term from the 2007 “trend-watching” report, defines luxury consumption as “an ever-reliable indicator of what next generations will consider basic necessities, thus often revealing the ‘Next Big Thing.’” So if you sell or can create a division that offers luxury autos, dining, spas, travel, beauty services, and home services (and of course you can properly market these items), you may well be able to cash in on this trend. Taking this a step further, if you offer business services of some kind, try creating an uber “we’ll-do-everything-you-could-possibly-want” package for those clients who require (or feel they deserve) uber support.

Allison Bliss Consulting has taken this trend to heart: We have a new “marketing coaching” package that provides total resources, connections and advice, and even writes your marketing collateral for you. Sure, it’s not an ultra-luxurious stateroom on the Queen Mary, but it’s unbelievably specialized according to our clients’ exact needs—and it’s available precisely when they need it. Who knows, one day a “remote latte” might even be offered as part of this service, too!

What uber support product or service can your business offer?

What if a restaurant not only had a table permanently reserved for you and guests, but also delivered freshly-created meals to your freezer weekly, and made sure that specially-prepared, vitamin-loaded protein shakes were delivered to you at work during your 3:00 slump – along with a five-minute yoga video, and a ten-minute foot rub? Hey, I’d go for that! And wouldn’t you welcome an auto body repair shop that not only fixed your car, but filled out your insurance reports, and helped you collect on damages – after they’d chauffeured you to a massage therapist to heal your whiplash injuries? [I refer you to “Uptown Body” in Oakland who fits this description almost to a tee: 510-251-8009] You can see the possibilities … not only in providing “uber” service, but in the spike to your bottom line that level of service would provide.

GENERATION C (as in "CASH")
This is going to be big, massive, ubiquitous, AND humongous in 2007, trend-watching experts claim. This "next generation" predicted - and created - the "Web 2.0 revolution," in which consumers are now active participants (think: YouTube, flickr, myspace, blogs, etc.). This trend is about consumers who have become used to being rewarded for their input and their output, and are now expecting it. Obviously, this is a totally different world from the one many brands still inhabit. Consumers, clients, and web visitors are not just watching; they're actively participating. So to be successful, you must be prepared to connect with "the experience economy."

“GENERATION C(ONTENT) is joining GENERATION C(ASH). With consumers producing the content, they are the content. It’s not like brands will have a choice: Talented consumers are going to be too sought-after to remain satisfied with thank-you notes. Get ready for an avalanche of revenue-sharing deals, reward schemes, and sumptuous gifts aimed at luring creative consumers.”

How can you add these forward-thinking concepts to your own business today? Need to brainstorm some ideas? Call me and we’ll set up a session. 510-864-8500.

DO BLOGS ADD VALUE TO YOUR BUSINESS? I'm doing some one-on-one research to get a definitive answer for my clients. I'm eager to learn what my bright, creative readers are employing to capture "participants" in their business. If you are a blogger I'd like to invite you to take part in my survey, which is trying to determine the actual value blogging is generating for small- and medium-sized businesses. Email or call me at or 510-864-8500 to get the survey.