Crunchy Marketing Nuggets 2009 Year in Review


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A light, yet insightful look at marketing trends from 2009, predictions for 2010, and a list of New Year's resolutions for marketers.

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Crunchy Marketing Nuggets 2009 Year in Review

  1. 1. The Crunchiest Marketing Nuggets from 2009 Year in Review Shared by Lisa H. Fritts December 21, 2009
  2. 2. Purpose 2009 Key • To take a look back at 2009 and see what were the key takeaways in the marketing Takeaways world and in consumer behavior patterns. 2010 • To see these trends as not just trends – but to view them as a springboard for Opportunities opportunities in 2010. Crunchy • And as you’ve come to expect from Crunchy Marketing Marketing Nuggets…shared in a light, Nuggets Style! palatable – yet insightful − presentation! 2
  3. 3. 2009 Marketing Trends In 2009, Crunchy Marketing Nuggets delivered over 200 posts – woo wee! And within these daily tid bits about marketing, brands, consumers, and retailers (oh my!), five themes rise to the top as the key takeaways for the year. They include: Recession Socially Experiential Obsession Acceptable Traditional Feeling Good Health & About Doing Wellness Good 3
  4. 4. 2009 Trend: Recession Obsession • By far, the state of the economy was the biggest influence on consumer behavior and marketers’ decisions in 2009. From it, came… A free for all of Marketers reshaping sampling, couponing, and redefining “value” and “relief” offers. in delivering offers and new products. As well as consumers’ quests to find brands and retailers that fulfill “best value.” Growth of Private Label brands and consumers’ Somewhat surprising, yet somewhat expected, acceptance of PL. insights into what categories consumers chose to prioritize and continue to spend their money on. 4
  5. 5. 2009 Trend: Socially Acceptable • Social spaces boomed with consumers. Social Marketing emerged as a “must do” on even conservative brands’ radars. Consumers of all demographics became familiar with social spaces. Stats surrounding social sites were so very crunchy – and even went viral on YouTube, with a stat slide show receiving over 1.1 million views! •350 million users on Facebook by November 09. If it were a country, it would be #4 between the US and Indonesia. •YouTube is the #2 largest search engine in the Some brands set the pace. Truly world. maximizing social spaces, and •According to Nielsen, 90% of consumers trust recommendations from people they know, while becoming role models for other 70% trust consumer opinions posted online – marketers. It was fun to watch that includes strangers! Both are higher than any and inspirational for ideas! other media vehicle. 5
  6. 6. 2009 Trend: Experiential Traditional • Technology brought so much excitement, innovation, and smart marketing extensions to the most traditional of media vehicles. Augmented Reality and Tried and true tactics took on fresh new Quick Read (QR) codes structures with consumer behaviors driven turned flat and rewarded via technology. communications into engagement pieces. Text messaging seemed “old” as mobile marketing headed beyond SMS, and into branded apps, delivering real-life usages 6 and true user value.
  7. 7. 2009 Trend: Health & Wellness • Let’s face it, consumers will always want to have their cake, and not only eat it, too – but to also be healthier, feel good and live longer as a result! Flu fears and food recalls turned consumers into extra-cautious, hand- sanitizing, germ avoiders. Consumer demand continued to crave functional, super Health Care was the buzz in the press and at retail. foods that provide a high punch of healthy ingredients. Keeping it simple, knowing exactly what’s Even if it was just simply the in the product and where it came from flavor of the super food in not were key benefits to new product intros so healthy versions. that made consumers feel better about their choices. 7
  8. 8. 2009 Trend: Feeling Good About Doing Good • The opportunity to give and to help is no longer reserved for the holidays, or Earth Day, or a dedicated cause month. Thanks to social sites and viral technologies, helping others and showing support became as easy as a click, or creating online artwork, or becoming a fan, or allowing an application, or submitting a message, or sending an e-card, and so on… Teaching compassion is now Offering consumers a must-do for charity choices was a today’s parents. key means to drive Tree planting was this year’s new reusable bag -- participation and the “it” giveaway as a cause-related premium idea. engagement. 8
  9. 9. A Few Buzzwords from 2009 If you wanted to look cool – and perhaps, even smart − in a brainstorm this past year, you could have said… Alternate Reality MoSoSo • A scavenger hunt that • Mobile Social Augmented Reality combines on and offline searching. Software. • Web cams and mobile devices that combine a tech image with a real- life image. Conceptual App, Appvertising Consumption • Short for application and a • I buy, therefore, I am, e.g., branded app. Can be yoga mat = yoga master! mobile or social network Tweets, Tweet Up, based. Twitition •Twitter communications; meet-ups of like-minded Flashpacker users; and a petition on Twitter • 20-something who has Edible Nostalgia time, money and desire • A fancy way of saying “comfort to pick up and travel on food.” a moments notice (remember when?!). 9
  10. 10. So, Nugget Girl…What’s Next? • Even in Power Point, you’re such a great audience participant -- you rock! Here are the 2010 predictions and growth areas from three, really awesome, trustworthy sources.  Consumer restraint in spending.  Brands need to offer value beyond pricing.  Retailer store brands will continue to grow.  Grocery retailers will consolidate.  Retailer assortment simplification will cause assortment wars among remaining brands. 10
  11. 11. What’s next…  Real time collaboration and sharing.  Location based mobile services.  Augmented reality – but really useful apps.  Content curation – pointing you to the most relevant finds online.  Cloud computing – data that exists in a location where it is accessible by you from anywhere, and can be used by others in real time.  Internet TV and movies.  Technology that specializes in specific tasks will present conundrums for do-it-all devices, e.g., e-reader vs. iPhone.  Social gaming.  Mobile payments – via Twitter, smart phones.  Concerns over personal privacy online. 11
  12. 12. What’s next…  Consumer Resilience – Better attitudes and resolve, having been through a difficult 2009.  Reviewing & Re-evaluating - Consumers will look for best values and the best brand engagements prior to purchase.  Prove it & Accountability – Consumers will demand proof and results in order for brands to gain their trust.  Escapism – Consumers will splurge on purchases that provide a break from reality.  Media Evolution – As technology makes consumers’ daily lives easier, brands will need to work harder in order to connect with them through tech channels.  Ethical Responsibility – Brands will need to deliver more emotional benefits through environmental and ethical claims. Consumers will scrutinize support for any ethical claims.  Stability – As consumers have readjusted to the “new economy,” brands that provide variety in product options and price points will thrive. 12
  13. 13. Opportunities By no means, can I share one-size-fits-all next steps for every marketing situation. However, using 2009 trends and 2010 predictions as a starting point, we can set goals. Here are six, “resolutions” for a marketer’s new year! Define “Value” for Your Brand • A common theme in next year’s predictions is that value will win. Figure out what this means, and what will resonate with your target. Tech Yourself • Predictions point to so many continued growth areas in tech spaces: social, mobile, digital, etc. If you’re one of many marketers who “can’t be bothered,” you need to change this attitude! Hands-on experience is the best means to learn in any tech space. Download an app. Fan Facebook Marketing Solutions. Share a great, branded FB fan page. Blog. Review a product. Sign-up for Google Wave. Do it now! Learn from 2009 • So much of what is predicted in 2010 is based on 2009. That said, before starting fresh in 2010, take a step back and really evaluate what you did in 2009. Look at what worked well, what didn’t, and how it could be improved for 2010. 13
  14. 14. Opportunities - Continued Surprise & Delight Your Target • Truly, it’s the best way to stand out and connect with your target. Make it your must-do challenge to figure out how! Find Yourself a Partner • Make 2010 the year your brand seeks and finds an excellent, long term partner. Given consumer spend trends and retailer shelf shifts, you can only benefit from the shared costs, equity, and differentiation. And lastly…Follow a Good Resource • This is by no means a shameless plug to read my blog! Rather, choose one or two excellent push emails or publications and commit to reading them everyday. Easier said than done, but you’ll be surprised how quickly you’ll look and feel smarter! Fast Company, MediaPost, MarketingVox, Mashable, TechCrunch, The New York Times, and yes, Crunchy Marketing Nuggets are all good picks and among my very favorites. 14
  15. 15. Questions? Comments? Need to share your own, nuggety insights? Want help in customizing these opportunities to fit your business needs? Please feel free to drop me an email: Thank you and come back for more crunchy, nuggety goodness in the new year!
  16. 16. Appendix Nugget Sources: Socialnomics09, “Social Media Revolution,” posted on NielsenWire,, “Nielsen Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most,” July 7, 2009 Drug Store News, “Nielsen shares top five CPG spending trends for 2010,” Alison Cerra, December 16, 2009,, CNNtech, “10 Web trends to watch in 2010,” Pete Cashmore, December 3, 2009, “Mintel Reports Global Consumer Trend Predictions for 2010,”, December 11, 2009 16