2009 Trends By 22squared

TRENDS OF 2009 1

WHEN ADVOCATES TALK,

WHEN ADVOCATES TALK, BRANDS GROW TM

HAVE CHEMISTRY RE MAIN AUT HE NTIC ACT TRANSPARENT ARE EMPATHETIC SUPPORT EACH OTHER FRIENDS FRIENDS SPEND QUALITY TIME S H A R E A P O V GIVE MORE THAN GET STAY IN TOUCH INSPIRE EACH OTHER

HAVE CHEMISTRY RE MAIN AUT HE NTIC RAW ACT TRANSPARENT ARE EMPATHETIC ARE EMPATHETIC SUPPORT EACH OTHER SUPPORT EACH OTHER CARE FRIENDS FRIENDS SPEND QUALITY TIME S H A R E A P O V DO WN GIVE MORE THAN GET GIVE MORE THAN GET STAY IN TOUCH INSPIRE EACH OTHER

Con sumerism 1.0-4.0

Con sumerism 1.0-4.0 1.0 1990’s Irresponsible Greed

Con sumerism 1.0-4.0 1.0 2.0 3.0 1990’s Turn of the Post 9/11 Millennium Irresponsible Greed Information Sharing & Consumers Becoming Educated

Con sumerism 1.0-4.0 1.0 2.0 3.0 4.0 1990’s Turn of the Post 9/11 Today Millennium Irresponsible Generation G Greed Information Sharing & Consumers Becoming Educated

You Can Run... RAW But You Can’t Hide...

You Can Run... But You Can’t Hide...

in your FACE crude io na ted op in FUN hones loud t straightforward 7

in your FACE crude io na ted op in OUTSPOKEN FUN hones loud t straightforward 7

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RAW HAPPENS YOU CAN’T AVOID IT 8

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TROPICANA 9

TROPICANA “The redesign of Tropicana’s Pure Premium OJ containers has me pissed! Why? Because the design went from upscale to totally generic.” 9

AND. . . 10

AND. . . SALES PLUNGED 20% 10

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P ICA NA DT RO OW DI D? H RE SP ON 11

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A brand that got it right... 12

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JETBLUE 13

JETBLUE “F*!% YOU JET BLUE...JetBlue (f*!% you, again) is holding a plane full of hostages on the runway at JFK...” 13

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Be honest and ACT TRANSPARENT have clear intentions 14

Be honest and ACT TRANSPARENT have clear intentions “We are sorry and embarrassed. But most of all, we are deeply sorry...You deserved better - a lot better - from us last week and we let you down. Nothing is more important than regaining your trust.” 14

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Where are they today? 15

43% True Advocacy Average annual passenger revenue growth rate from 05-07 SOURCE: 22squared Airline White Paper, 2009 16

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How are other brands dealing with RAW feedback? 17

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How can we be more proactive with the RAW feedback our clients receive? 19

BWW 20

Twitter Facebook Google Alerts MySpace Flickr YouTube TripAdvisor Review Sites (i.e. Yelp) 21

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NEGATIVE RAW HAPPENS... ...WHEN BRANDS DON’T CARE. 22

GIVING IS THE NEW TAKING... CARE ...SHARING IS THE NEW GIVING.

GIVING IS THE NEW TAKING... ...SHARING IS THE NEW GIVING.

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GENERATION G G for ‘Generosity,’ not G for ‘Greed’ 24

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bringing CARE to life 25

Be helpful, useful SUPPORT EACH act on their behalf OTHER 26

Be helpful, useful SUPPORT EACH act on their behalf OTHER Kraft 26

FACT : The more brands behave like friends, the more customers return the favor [ Brands that are perceived to act on their customer’s behalf have 44% more advocates than brands that do not.* ] 27 *22squared Friendship Model Research

Provide value and meaning GIVE MORE THAN beyond the money spent GET 28

Provide value and meaning GIVE MORE THAN beyond the money spent GET TOMS Shoes 28

Provide value and meaning GIVE MORE THAN beyond the money spent GET TOMS Shoes GIVEN OVER 140,000 PAIRS OF SHOES 28

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How can we help our brands become more generous? 29

WHERE ARE THE OPPORTUNITIES? brand/ business medium right target 30

The Economy Sucks... DOWN How Can We Help?

The Economy Sucks... How Can We Help?

How Can We Help?

How they are coping DOING WANTING

How they are coping DOING WANTING Staying In Going Out

How they are coping DOING WANTING Staying In Going Out Staycation Vacation

How they are coping DOING WANTING Staying In Going Out Staycation Vacation Indulging In Little Indulging In Whatever Things They Like

How they are coping DOING WANTING Staying In Going Out Staycation Vacation Indulging In Little Indulging In Whatever Things They Like Cutting Down Spoiling

ARE Understand their needs EMPATHETIC desires and lives How can we help them cope?

ARE Understand their needs EMPATHETIC desires and lives How can we help them cope? 415,67 5 6,992 1,549

ARE Understand their needs EMPATHETIC desires and lives How we can help them cope?

ARE Understand their needs EMPATHETIC desires and lives How we can help them cope? Customer Appreciation Week

GIVE MORE THAN Provide value and meaning GET beyond the money spent How we can help them cope?

ARE GIVE MORE THAN EMPATHETIC GET

-12% True Advocacy SOURCE: 22squared Retail Banking White Paper, 2009

ARE GIVE MORE THAN EMPATHETIC GET

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What can we do to help people cope and still drive our business? 40

Your customers and employees and investors will remember how you treated them when times were tough, when they needed a break, when a little support meant everything. No one in particular will remember how you acted during the boom times. -Seth Godin

QUESTIONS?

Trendwatching TrendHunter The Cool Hunter 43

EXAMPLE RAW make twitter account to address customer issues Buffalo Wild Wings be more ‘green’ kids get 5 free wings on Sauce Sampler Mondays CARE DOWN 44

2009 Trends By 22squared

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Notes on slide 1

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