This document discusses trends for 2011 that marketers should be aware of. Some of the key trends highlighted include: - Consumers want to be entertained through both traditional and new media in clever, bold and creative ways. - People have multiple lives both online and offline and lines are blurring between work, family, personal lives and time spent online versus offline. - There is a desire for new experiences and escapism through small local events and experiences providing enjoyment for little cost. - Authenticity, honesty and simplicity are important to consumers who want products and messages that feel genuine without hype or complexity. Relationships need to be built with core consumers beyond demographics.

10. SO WHAT IS 2011
BE A SUPERHERO!?

12. PART 2:
2011 SUPER TRENDS

13. Entertain me!
Consumers want to
be entertained.
Whether this is via
traditional or new
media – visibility is
just not enough.
Why will I tell my
friends, „Like‟ or „RT‟
it if it‟s just OK. Be
clever, bold and
creative. Don‟t take
yourself so seriously!
But don‟t treat
consumers like
simplistic morons.

14. Multiple lives
Escapism is online and Twitter bio:
offline, business and
personal. For some
“Aussie Mum of 4
the flips from one
boys. I have no life so I
state to another are
am trying to invent
constant – work,
one on Twitter, and
family, personal,
yes I like Poe, and no
online, offline. Lines
that does not mean
are blurring between
I'm creepy”
one life and another.
Depth of network of
„friendships‟ widening,
yet how do we find
the time?

15. Dreams in reality
New experiences are the
spice of life. Home is where
the heart is, and travel is the
dream for many. The reality
is that the last year has have
been tricky for many
households and spare time is
limited. The need for
escaping woos is seeing a
desire for small luxuries,
attendance at local events
and special experiences.
Pop-up events are popular –
there one day, gone the
next. The web is
entertainment for many,
providing much enjoyment
for little or no cost.

16. Small is the new big
Authenticity and
honesty is what
consumers want. No
bullshit,
overproduced,
production line
products.

17. I am an individual
Scatter gun
marketing is missing
the target. Clever
marketers are
building an intimate
relationship with the
core consumers.
This may be
traditionally or using
digital tools. It‟s not
making assumptions,
it is putting effort
into connecting
beyond head and
demographics.

18. Keep it Simple
Consumers are confused
by too many products on
offer that all look the
same. Simplicity of
message is increasingly
essential with the
fragmented media
landscape. Boldness and
substance is vital.
“Why Many Super Bowl
Ads Failed to Score.
Marketers Keep
Forgetting That the Best
Ads Are Simple and
Direct”
http://adage.com/columns/arti
cle?article_id=148771

19. Retro is hip
We love our lives,
yet seek simpler
times, or reflections
on times long gone
that make us smile
and return happy
memories. Deeper
emotional
connection and
fondness. Retro if
done well implies
authenticity and
sincerity.

20. Care beyond business
Amongst the chaos
and alarm of the
GFC has come a
demand for
businesses thinking
beyond the bottom
line. Yes, this has
been on the agenda
for years, but now
consumers demand
it as they are sick of
being manipulated.

21. Brand or commodity?
The GFC saw many
brands suffering and
responding with
rational – price / prize
driven campaigns – to
drive immediate sales
in a tough market. Yet,
getting the message
right and avoiding
cheapening the brand
in the long term is
causing much
marketing angst. What
is the right balance?
Will your consumers
forgive you?

22. Media ain‟t black or white
Important to embrace
new technologies but
TV, radio and press are
still key. Campaigns
need to be integrated,
each medium does not
stand alone. Much
confusion,
misinformation and
even hysteria has
come with changing
budgets and the
evolving media
landscape. Creativity
of application is king!