What’s up for 2010!

2010
We’ve had fun bringing our twist to those trends that got our juices flowing in 2009. And now we cast our attention to 2010. There are so many happenings that are showing up and we think they will be changing the way we all look at the world.

In addition to updating past posts when it makes sense, here are a few themes we are following:

  1. The New Value, it’s not just about price. It’s experiential, it involves conscious decision-making – so marketers might have new chances to make a first impression. For established brands, could this development be a boon?
  2. Transparency. The 2008 election highlighted how critical it was to voters to be authentic. Now we see marketers like Domino’s Pizza jumping on board, taking “truth in advertising” to a whole new level. What else is next?
  3. Has outreach to Ethnic & Urban consumers become yesterday’s news? The economics of advertising and promotion is giving companies pause and there have to be casualties. How will this dollars and cents issue affect marketing decision-making?
  4. The End of Civility. If 2009 told us anything, political correctness seems to have taken a back seat. You remember Kanye West’s public dissing of Taylor Swift at the MTV Awards and Representative Joe Wilson calling President Obama a liar during the live broadcast of his health care speech to Congress and the American people. How far is this going?
  5. Career Path, meet Career Streams. Distrust of corporations has been growing for some time. Mergers and acquisitions, unemployment, job attrition, to name a few factors, are forcing us to think of new sources of earning potential. Could single payer income sources be a thing of the past?
  6. A New Twist on the “Water Cooler.” With more people moving to flexible work schedules and with work teams comprising people from different locations and time zones, the pop culture discussion around the “water cooler” has practically disappeared. What will drive the mass culture word-of-mouth when mass culture seems to have fragmented completely?

We look forward to bringing our take on these ideas and more so keep an eye out for some new views from New-Take in 2010!

When Good Tweets Go Wrong

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Is Twitter killing the summer blockbuster? Well, some potential blockbusters, perhaps. After opening at #1 on Friday, July 10, “Bruno”, the follow-up to the 2006 hit “Borat” saw second night box office decline by 39%. And that decline is being attributed by some to negative Tweet reactions by opening-night moviegoers. As of July 26, domestic box office for “Bruno” stands at $56.6million; for comparason, at the same point of release “Borat” had earned $90.8million and was showing a positive trend.

“Bruno” is not the only summer flick that may have been done in by less than positive social media responses. “Land of the Lost” and “Year One” are also alleged to be victims of fast-moving poor word-of-mouth driven by Twitter and other social media.

Word-of-mouth has always been an important component in driving audience to the multiplex. Studios have long relied on those avid film fans who clog the theaters the opening weekend and then talk up the film at the water cooler Monday morning. Marketing programs have typically been oriented to building a large opening weekend turnout, with the assumption that the studios had until at least Monday until the rest of the potential audience got the film review (positive or negative) from their movie maven friends and co-workers.

As marketers have tried to harness the power of word-of-mouth, they have embraced a wide variety of social media,app_1_67144926522_6333 including blogs, Facebook, MySpace, etc. with a mix of carefully crafted studio-driven campaigns as well as outreach to influential social media mavens. How many of you were inundated with friend requests to become a “Watchmen” fan earlier this spring?

Now, with many avid film goers (and the most likely to be socially connected) ready to offer a “thumbs down” within minutes of viewing a film, what will happen to the historical opening weekend? Will the window of opportunity be reduced to the first showing, with the verdict in by 8pm Friday night?

Real Money for Virtual Goods?

virtual-giftsThe current issue of Fast Company highlights one of the fastest growing global industries – virtual goods. Worldwide sales are projected to nearly double to $1.9billion from $992million in 2008. As with many things tech, Asia is way ahead of the U.S., with consumers in China, Japan, and South Korea driving sales.

Virtual goods are anything from the flower icons you buy for friends on Facebook or MySpace to branded apparel and accessories to dress your favorite online game character. Virtual goods are sold in four primary areas: social networks, online dating sites, games, and virtual worlds, reports Brian Balfour of Viximo . One stat I found intriguing – FooPets members spend an average of $25 per month outfitting and feeding their virtual Fifis and Fidos, about the same amount that pet owners spend on their live animal companions.

This year’s Virtual Goods Conference is being held in San Jose in September, I wonder if the Marriott expects to be paid with cash or virtual gifts? So, how many of you have tapped your credit card to purchase a virtual good? Have you been the recipient of a virtual gift – and what did you think of the giver?