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(from "Business Trends" by Josh Barinstein, Copyright 2004)
Concluding thoughts
Well, we have reached the end of this teleconference. Clearly a great deal
to cover, but hopefully this has given you some good background on where
we’re
at and where we’re headed. The more knowledgeable you are about what’s
most likely to happen, the more prepared you can be for success given those probable
circumstances.
Let’s recap on a few things:
- You can scream louder in the advertising
world, but that does not guarantee people will listen. They are tuning
out the overwhelming number of messages
in this
fast-paced world we live in.
- The need for change is here in how we present
ourselves and communicate with our audiences. Let us personalize and focus
on their needs, no matter
what the
means, in order to create the trust that must be in place for them to make
the purchase and spread the word.
- Respecting privacy is key, as people now have
the power to push us away if we
do not show that we respect their space.
- We’ve covered ways to personalize
the experience for people based
on trends. Whether it’s cable or in-store gadgetry, profiling or text-messaging—it’s
the way to speak to them, as if calling their name.
- Think in terms of the
campaign and not just the one tactic. Keep trends in mind so you can strategy
and then plan accordingly, but beware of the fads
that may
hurt you if you put too much time and effort into them. An isolated
buzz such as the Quizno’s example is fine if there is a winning context
around it.
If you truly reflect on how these trends affect your business (whichever
ones
apply to you, naturally), and develop the awareness moving forward of emerging
patterns,
you will be ahead of the game. That’s a big step forward. If you follow
up with the suggestions I’ve given you today and address these coming
changes as they pertain to your business, you will be one of the winners
in the coming
years. For two important reasons: you’ve done your homework AND most
of your competition hasn’t!
Any final comments or additional questions?
Back to teleconference index
Josh Barinstein is President of Red Frog, Inc., the Southern California ad
agency that provides worry-free experiences and powerful results in the areas
of Marketing, Print design, and Web/CD-ROM development.
Learn more at www.RedFrogInc.com or by calling 888-955-0550.
You have permission
to distribute this article as long as all of the text contained herein remains
intact.
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