- Try before you buy: Trysumers & Tryvertising
- Low cost marketing trends for small business
- Going up: escalator advertising
- Guilt free music: eco music festivals
A Trysumer is free from the shackles of convention and scarcity and immune to most advertising. They enjoy full access to information, reviews, and navigation. They are experienced consumers trying out new appliances, new services, new fl avors, new authors, new destinations, new artists, new relationships, new *anything*!
As a result of the emerging Trysumer, trying out and sampling is the new form of advertising: Tryvertising.
Tryvertising offers a relaxed shopping experience for consumers and expanded product exposure and market research for manufacturers. Already quite the rage in Japan, this is a concept we can expect to see more of in other parts of the world and one that could be applied to other product categories as well.
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Examples of Tryvertising include:
Nike Trial Vans are currently touring the UK/Ireland, France, Italy and Spain, stocking 1,000 pairs of shoes. It's a free trial, no strings attached. To deliver on the crucial element of Tryvertising, total relevance of placement, the vans will pop up in places where people actually run. From athletic events to well-known running spots.
Apple's retail stores, with their elaborate try-out facilities, saw record sales during the last quarter of 2006, posting revenues of USD 1.1 billion. The company opened fi ve new stores during the quarter, for a total of 170 retail stores. Almost 28 million Trysumers visited the Apple stores in those three months, which works out to 13,000 customers per store each week (source: macNN).
Sources: http://www.springwise.com/weekly/2007-03-28.htm#sampling
http://www.trendwatching.com/trends/trysumers.htm
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Local SearchMost small businesses market locally because they tend to do business within their community, suburb or city-typically staying within about a 50 to 100 km radius. If this sounds like your business, you don't need to invest in marketing that reaches beyond your local audience. The desired goal is to isolate your advertising dollars to an area where you do want to do business. PodcastsNever before has the online community had such an opportunity to reach its audience offline. Podcasts, like any information you put out, should be of interest and value to your target market. A once-a-month delivery promoted through all your other marketing channels will give a real synergistic boost to your marketing. (...) |
BlogsBlogging is like having a conversation with your target market. It also provides an interactive forum for your target market to talk back to you. A blog done in conjunction with your website gives you one more way to reach your prospects. The best part is, many blog programs allow you to set everything up yourself with little or no technical know-how. (...) Online AdvertisingAd dollars are continuing to shift to the internet and will continue to do so as new opportunities open up. Online ad spending increases have been driven by the growing ability to measure campaigns effectively and the relatively high ROI. As a result, for many businesses, the question isn't whether to advertise online or even where or when, but rather how to stretch every dollar spent. (...) Direct MarketingFor today's entrepreneur, direct marketing can start with a simple postcard campaign to 1,000 prospects. Doing this frequently will generate interest and awareness in your products and services and motivate prospects to buy from you. (...) |
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The Hopi Hari amusement park in São Paulo, Brazil hired the QG Propaganda agency to create a promotion for their roller-coasters. They chose escalators as their medium and did a great job of grabbing people's attention with these mobile ads.
Source: http://www.gushmagazine.com/article/escalator-advertising/
Images: http://www.escasite.com/rail.htm
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Most summer music festivals take a large toll on the environment. Mountains of waste, car parks, food from afar, diesel generators for electricity, tidal waves of plastic water bottles, flying in international artists, the list goes on. In an effort to do less harm, several music festivals around the world have started putting 'carbon neutral' practices into place, by offsetting the carbon dioxide they've caused to enter the atmosphere.
This year, Australia's biggest music festival The Big Day Out announced its plans to become carbon neutral in 2007, and plant trees to offset its greenhouse gas emissions. It engaged a company to mitigate the festivals energy use with a Eucalyptus tree plantation. (...)
Source: http://www.springwise.com/lifestyle_leisure/
http://www.abc.net.au/news/newsitems/200701/s1824850.htm