Who Listens To Podcasts Anyway?

Image: iPod touch – Apple Store

Do you know how consumer attitudes toward the economy can potentially impact the effectiveness of your marketing tactics?

Is the US in the midst of a recession? Maybe, maybe not, according to whom you believe. What’s more important for marketers to know is that US consumers, including those earning more than $100K per year, are cutting their spending based on mounting inflation fears and concerns about housing, says a recent comScore study.

For more info on current consumer attitudes about the economy take a look at the information from comScore below; it provides some datapoints to think about as you plan your marketing for the remainder of 2008 and the beginning of 2009.

comScore Study Reveals All Consumer Income Segments Cutting Back as Inflation Fears and Housing Concerns Intensify

Majority of U.S. Consumers Using the Internet to Find Better Pricing Information for Purchases

RESTON, Va., Sept. 2 /PRNewswire-FirstCall/ -- comScore, Inc. (Nasdaq:SCOR), a leader in measuring the digital world, today released the results of a study examining recent changes in consumer attitudes and perceptions about the state of the U.S. economy. The study showed that consumers in all income segments are cutting back on spending due to concerns about the economy, and that they were doing so to an even greater extent in July 2008 than in April 2008. While spending cutbacks are being reported by a greater
percentage of people in the lower income brackets, concern is also catching up with the highest income bracket -- which showed the greatest increase in cutback over the time period analyzed.

"These findings illustrate how this economic downturn has eroded consumer confidence among all consumer income groups," said comScore chairman Gian Fulgoni. "Even those consumers with the highest income are
increasingly feeling the negative impact of economic factors and are changing their buying behavior accordingly."

    Top Economic Concern by Household Income Segment

"While all U.S. consumer income segments have been showing strain from rising prices for some time, it's particularly troubling that the upper-income segment, which represents fully 30 percent of all consumer
spending, is now also showing a rapidly increasing concern about the downturned housing market," added Mr. Fulgoni. "This raises the specter that this important group will further cut back their discretionary spending and cause overall consumer spending growth rates to slow even further."

With consumers increasingly cost conscious, many are turning to the Internet for pricing information. The survey findings revealed that nearly three out of four consumers believe the Internet has made it 'a lot easier' or 'somewhat easier' to find better, more useful pricing information.   

Question: To what extent has the Internet allowed you to find better, more useful pricing information?
   

Here's something for healthcare brands to think about:

The increasing cost of medical care, growing numbers of uninsured or underinsured Americans, the global outsourcing of record-keeping and x-rays, the recruitment of doctors and nurses from other countries, and the increasing quality of hospitals in other countries is paving the way for the growth of medical tourism says The Economist. They report that Americans can save as much as 85% by 'shopping around’ for medical care and that the number of Americans traveling for care will grow from 1 million in 2007 to 10 million in 2012, costing American hospitals $160 billion in annual business.

Intercontinental Hotels Group (IHG),  has teamed up with the Medical Tourism Association, an international, non-profit association made up of the top international hospitals, insurance companies, healchcare companies, medical tourism companies, etc., to launch an initiative to offer medical-related travel into Latin America. Expect more of these partnerships as costs mount in the US and interest grows in cost effective alternatives.

Subscribe to Brandeo’s free weekly newsletter or RSS feed

Admixture is an online ad network for advertisers targeting ethnic and lifestyle demographics, including Hispanic, Asian, African-American, and Gay & Lesbian channels.

Source: Screenvision.com

More women who are “well educated and trained for career tracks” have opted to stay home, according to a recent CNN article. More than 10 percent of SAHWs who were interviewed in one recent study were also childless. And with the rising cost of gas, food, and other living expenses, stay-at-home wives may be the latest “status symbol,” says Daniel Buccino, a Johns Hopkins University School of Medicine clinical social worker and psychotherapist.

But SAHWs are not home eating bon bons all day; many regard homemaking as an important responsibility that frees the husband from ‘honey do’ lists and allows the couple to have more quality time together. They also devote time to volunteer work, and pursue hobbies.

Subscribe to Brandeo’s free weekly newsletter or RSS feed

Last week, McCain ran an ad that suggested Democratic rival Barack Obama was merely a celebrity and no more fit to be president than fellow celebrities Paris Hilton and Britney Spears. 

Here's Paris Hilton's rebuttal to the “white-haired dude” on FunnyorDie.com.

Only in America.

http://www.funnyordie.com/videos/64ad536a6d

Image: Funnyordie.com

A recent TechCrunch post reflected on the reasons Facebook and MySpace have failed to emotionally connect with Japanese users, commenting:

Mixi, the country’s biggest social network, positioned itself as a tool for communicating at a distance through diaries and communities to meet like-minded members. It doesn’t primarily exist to make new friends (poking is restricted) or as a platform for public self-presentation.

A perfect example of a cultural misconception: Mark Zuckerberg recently said in Tokyo one of Facebook’s unique selling points is the usage of real names and photos in profiles. This may be true but it’s exactly what Japanese web users usually try to avoid.

Whether or not TechCrunch’s observations are correct, it is a fact that all too often a company cobbles together a brand positioning statement based on superficial or incorrect perceptions of their target audience, whether the users are global or local. The company’s tribal knowledge, assumptions and incomplete or poorly executed research masquerade as insight. This makes it unlikely they will be able to establish a framework on which to emotionally connect with their target audience.

I can’t help you with the first two requirements. But I can suggest some questions that will help you understand your target user’s cultural, emotional and attitudinal perspectives regarding the category and category brands. Keep in mind that you may need to utilize indirect, as well as direct, questioning techniques since the target audience may be unable or unwilling to express their perspectives.

• Identify the lifestyle motivators behind your users’ decisions to help you understand the role your brand can play in their lives, i.e., why do they choose to live where they live? Why did they choose the type of car they drive? Why do they dress the way they do? Try to ascertain what drives their decisions…status, self-expression, security, etc.?
• How do your users wish to be perceived by others? Which brands assist them in attaining the image they seek?
• What are the emotional drivers that influence the target’s use of brands in your category? If your brand is a line of baking mixes, for example, determine what emotions motivate target users to bake. Is it love for their family, self-expression, etc.? What emotional benefits are most important to them? Do any of the category brands deliver the emotional benefits they’re seeking? If so, how?
• What are the specific features and functional benefits that ensure emotional satisfaction with the brand? How well do brands in the category, including yours, deliver these features and functional benefits?
• Also ask users what they dislike about brands in the category and what emotional needs are unmet so that you can understand how well your brand resolves their issues.
• What proof do users need to trust your brand will deliver what it says it will deliver?

One critical result of a well-defined target audience is understanding the emotional benefits that are important to target users and how your brand delivers on these emotional benefits. This does not preclude the importance of identifying demographic, geographic and technographic attributes. But keep in mind that you don’t want to amass a laundry list of information.

Ask questions that reveal opportunities to emotionally connect with your users and you’ll be well on your way to developing a richly compelling and successful brand.

See also:
brand – what is it?
positioning statement
point of difference
pain point
target audience
frame of reference
reason to believe
brand essence
portfolio architecture
commoditization

Subscribe to Brandeo’s free weekly newsletter or RSS feed

With many consumers more focused than ever on saving money, coupons are re-emerging as a popular marketing tactic. And according to the 2008 Printable Coupon Consumer Pulse Survey from Simmons/Experiean Research and Coupons Inc. quoted in Marketing Charts, the number of American consumers searching for coupons online has increased to 36 million in 2008, up by 10 million from 2005; that’s 24% of all American coupon users. And nearly half of “Coupon Clickers” are between the ages of 22 and 44.

For more coupon strategy tips visit Coupon-Redemption Conventional Wisdom Sometimes Foolish, Marketing Charts

Subscribe to Brandeo’s free weekly newsletter or RSS feed

I sure hope the folks at “Cuil” (pronounced “Cool”) have thick skin. The search engine upstart debuted on Monday to mostly scornful reviews which had to be a little bit of surprise. They must have wondered where all the folks were that had been clamoring for a Google killer.

Cuil says they index 120 billion Web pages (Google says they’re still bigger,) 3x more than any other search engine. And privacy advocates will be pleased that Cuil doesn’t retain personal user information. They’re definitely worth a look. http://www.Cuil.com.
Source: Cuil/PRNewswire

Oh, and each episode will include a segment highlighting Ocean Trust, an award-winning ocean conservation foundation that builds science, conservation and industry partnerships for the sustainability of the oceans and provides a link to sustainable fisheries, wildlife and the environment. Nice, integrated green strategy that goes way beyond the predictable. Green or not, who wouldn’t want to tune in?
Image credits: Jason Mraz talks about his career and life on the road during the taping of Bonefish Grill's "Notes from the Road,
Denver. (PRNewsFoto/Bonefish Grill)
Bonefish Grill logo. (PRNewsFoto/Bonefish Grill)
Source: Bonefish Grill/PRNewswire)

Alas, things aren’t  looking quite as sunshiney for other restaurant brands as food and labor costs, bloated market share, high gas prices and anemic consumer spending kick Metromedia to the curb. The company has filed for Chapter 7 and shut down 50 or so Steak and Ale restuarants and 150  Bennigan’s. About 138 domestic and international franchisee-owned restaurants will remain open, and the closures don’t affect Ponderosa and Bonanza restaurants which operate under a different company.
Sources: Wall Street Journal, 7/29/08, (May require Subscription), Bennigan's Franchising Company, L.P.; Steak & Ale Franchising Company, L.P./PRNewswire

Oh please---another brand goes [yawn] green. But wait…it’s not what you think: Researcher comScore is planting $1 million+ trees in developing nations retain Internet users in its global panel. Anything’s better than the “and you’ll be entered into a drawing to win” spiel that many online research companies use to try to draw you in.
comScore Press Release 7/29/08

More bad news from Starbucks. The company is  cutting 1,000 jobs in addition to the 600 store closures announced earlier this month in what AdAge says insiders are calling a “bloodbath.”
AdAge, 7/29/08

Subscribe to Brandeo’s free weekly newsletter or RSS feed