In 2007 and for much of 2008, rising gasoline and commodity prices led to a wave of price increases in the consumer-packed goods industry. For some categories, it was not uncommon to have two to three price increases as ingredient, packaging, energy and transportation prices jumped sharply. During that time, many retailers—particularly those selling food and beverages—experienced a lift in sales and profits. As recessionary pressures intensified at the end of 2008, gasoline and commodity prices started to drop and many retailers began passing on the savings to their shoppers and cutting prices broadly to be more competitive with value retailers.
Marketing
Consumer Engagement Opportunities for Credit Card Marketers.
According to a recent study by Epsilon, more than half of consumers surveyed were unsure of what credit card company they were going to use when opening up a new account. This represents a huge opportunity for credit card marketers to engage these undecided consumers.
Available on HispanicCMO.com
The New Mainstream: Content, not Language.
In 1790, when the newborn United States of America took its first official Census, census workers slotted Americans into only a handful of categories, including free males, free females, slaves and “others.”
Today, “others” are America. Roughly a third of the U.S. population is what we generally would describe as a minority, and among youth, that number rises to more than 4 in 10.
By 2050, half of all of us will be what we call a minority today.
Welcome to New America!
By Norma Orci
Available on HispanicCMO.com
The Rise of Branded Entertainment.
Gerry Czarnecki, a published author and the former CEO of Bank of America, has been pioneering branded entertainment since 1992, working with companies including Wal-Mart, Microsoft and P&G and producing series for U.S. television including The Balancing Act on Lifetime and Designing Spaces on WE. In this paper, Gerry discusses the challenges presented by deferred viewing and time-shifting, and how branded entertainment creates an opportunity to put a human face on a brand and engage the consumer.
Consumer packaged goods industry must capitalize on innovation and new growth opportunities.
Consumer packaged goods (CPG) companies will need to employ different tactics than those used during the recession — divesting non-core brands, conserving cash, and cutting costs – to preserve shareholder value as the economy recovers. To grow revenues in this new climate, companies will have to focus on innovation to encourage household spending, especially for products in mature segments and to offset reduced spending by Baby Boomers who are nearing retirement, according to the Grocery Manufacturers Association (GMA) and PricewaterhouseCoopers LLP (PwC) 2010 Financial Performance Report, titled Forging ahead in the new economy.
Consumers redefine the ‘Game” of Shopping’ — It’s Not Just About Saving.
American consumers have re-learned how to shop — and in the process re-shaped the playing field for both consumer products marketers and packaged goods retailers. The recession has made it necessary for Americans to rethink and adjust their shopping patterns, which has resulted in a more strategic, informed — and even calculating —approach to a shopping game previously driven by impulse, advertising responsiveness and the fundamental attractiveness of brands. DOWNLOAD REPORT HERE.
Data Integration optimizes advertising Media Mix.
Portability. Rich content. Interactivity. User control. Preferred viewing environment. When it comes to media, consumers want what they want, when they want it. Advertisers can respond to this dynamically changing market by adopting a highly integrated approach to media planning. The key to efficient planning is aligning media inventory with precisely defined consumer segments that go beyond demographics to encompass client-specific profiles and evaluating media from a consumer centric, holistic fashion, to allow you to optimize your cross-platform plans.uced the media cost by 35% per person.
Available on HispanicCMO.com
The new Consumer behavior paradigm: Permanent or Fleeting?
The shopping behavior data coupled with the demographic trends suggest that an enduring shift has taken place as a result of the Great Recession. Going forward, purchases will be more deliberate and purposeful. Conspicuous consumption will give way to more conscious or practical consumerism. Rampant deal-seeking will be replaced by more purchase selectivity and the use of shopping techniques and tools discovered during the recession. DOWNLOAD REPORT HERE.
The Visual Language of Brand.
David Ansett, the founder of Truly Deeply, a creative branding agency based in Melbourne, Australia, shares his comprehensive look at trends in brand identity, logos, packaging, advertising, retail, online and more in this comprehensive 176-page report. Topics include brand visual language relating to color, as well as the 10 most critical questions you should be asking yourself about your brand’s visual language.
Available on HispanicCMO.com
Consumers widely exposed to media prior to Shopping.
Nearly two-thirds of consumers listen to the radio, and nearly half view television, in the minutes prior to shopping.
Why Marketers must keep Kids’ safety in Mind.
More than one-quarter of parents with kids under 18 think their children will be spending more time online now that summer vacation is getting started, according to a June survey by the National Cyber Security Alliance (NCSA).
