Transpromo: Therapy for the CMO and more
admin | Jul 11, 2008 | Comments 3
My next series of articles are based on Therapy. Like any good relationship counselor, I am going to present idea’s and thoughts on repairing the relationship between the Marketer and their customer.
In order to begin this series, I am going to refer to my favorite Trendster – Faith Popcorn for her vision of the 2008 climate. I encourage you to visit her site for inspiration. Here is my summary of her 2008 views:
Faith Popcorn’s BrainReserve sees 2008 as a “transitional year”, as a turbulent society seeks a new“core focus.” Brands of yesterday which represented the old school marketing methods and image will be replaced with Liquid Brands or brands that constantly reinvent themselves. These liquid brands will take themselves out of the clutter, noise and overload, becoming more subtle and intimate as a way to get our attention; brands that whisper in our ears, so as to be heard above the roar of the mediascape…
Sounds to me like the perfect storm for Transpromo.
Filed Under: Recent Articles • Transpromo
Lee!
Faith Popcorn also says: “CONSUMER BEHAVIOR: We envision that consumer behavior will operate on a full spectrum marked by two Trends: Pleasure Revenge, (Consumers having a secret bacchanal. They’re mad as hell and they want to cut loose again) and Cashing Out (Working women and men, questioning personal/career satisfaction and goals opt for simpler living) with the overall culture tipping to the latter, guided ultimately by economic imperatives. ”
What’s your take on how this impacts those of us who preach integrated customer communication and TransPromo techniques?
Hi Pat! Thanks for the comment….very interesting. On the pleasure/revenge trend, I would say that TransPromo satisfying this consumer need might entail providing the consumer with relevant ways to enjoy their lives via offers/actions/promotions. I’m not touching the revenge side ; ) Where TransPromo can really engage consumers, in my view, is on their goals for simpler living. TransPromo can be promotional and/or educational thus help for simpler living in two primary ways: 1)streamline information so that it is easier/simpler for the consumer to understand — think of a healthcare statement as an example and 2) help to cut thru and eliminate the irrelevant information and clutter that bombards our lives every day, thus simplifying our lives. — sandra
Amen, Sandra! We need to have a chat at the TransPromo Summit – NYC Aug 13-14 — this is an industry education challenge and we all need to help customers and their agencies understand the value proposition!
Pat!