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More About 2010 – Up in the Air

December 26, 2009

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Categories: Uncategorized

Saw the new George Clooney movie “Up in the Air.” He represents an outplacement company and his specialty is traveling around the country firing employees on behalf or their clients.

There are two observations – both obvious, both related – that marketers should take note of:

1) If not done with care, communications technology can place additional barriers between you and your customers rather than allow for additional connections.

2) Being around people is not the same as connecting with people

2010 will surely bring further inroads in social media, tele/video conferencing, and other proxies for face-to-face interaction.

Just as in the Great Depression, people will remain scarred to one degree or another from this ongoing recession.

There will likely be trust issues. And there is no substitute for building trust than to be there, in person, or with a consistent brand experience.

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Steve Bannis

 

2010 – What’s Next

December 20, 2009

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Categories: Decision Making, Management, Social Media, Strategy

With a little over a week left in 2009, it’s time to turn our full attention to 2010 – the last year of the first decade of the 21st century.

Over the next few weeks, we’ll touch on what I believe are some of the trends to look for in business, marketing, the economy, and social dynamics – and how they may affect you.

But first 2009. Wow. Enough said?

I think most would agree that the economy was the story in so many ways. How many banks are there in the country now? 3 maybe? (ok there’s at least a dozen.)

Here in Albany, NY, we saw two democratic state senators switch to the other party – triggering the most embarrassing political fight I’ve ever seen or ever want to see – only to see them switch back and one of them raised to the leadership post. State government erupts while the cities, counties, and towns burn with unemployment and shrinking revenue.

Global warming / climate change takes center stage in Copenhagen and businesses worldwide do their best to wrap themselves in “green causes.”

2009 was also the year that social media supposedly came of age.

While foreign governments shut down the Internet in their countries, citizens ran through the streets and tweeted about what was going on with the help of surrogate computer users in other countries. Cameras showed our national leaders tweeting during the State of the Union.

Of course, 2009 was so much more – suffering and ecstasy. But there was more suffering I think.

What will 2010 bring? There will be a lifting of the economic haze that settled over our country during the last 2 – 3 years. Once that haze lifts off the ground, we shall see the new business landscape.

One topic will be demographics…the continued shift towards an overall older population…a relatively large younger generation raised online…and a shrinking middle class frightened by lots of things.

What else?

  • Rising interest rates – but still no money to lend
  • Trust first
  • Conventional marketing comes back – but moves forward too
  • And more…

2010 – ready or not, here it comes.

Posted by: Steve Banis

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Steve Bannis

 

Success is Failure

December 14, 2009

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Categories: Uncategorized

I saw a presentation today that reminded me of a classic entrepreneur’s dilemma.

The single mindedness brought to the table by a company founder is the driving force behind the early success of a new venture. Then building a small team of trusted compatriots provides the complimentary fuel to achieve hyper growth over the next several years.

Up till this point, profits and personal income have risen with sales, although not quite as fast.

Then, something unexpected happens – profits drop or disappear altogether. Even if sales continue to flow.

Why?

It’s a lack of controls, process, and “professional” management. A founder at this stage will either retrench or put their head down and drive forward in the belief that more sales will fix everything.

In fact, more sales will only make things worse.

This is the moment of truth for the founder(s). Will they allow themselves to come to the realization that they need to stick to what they do best while hiring professional management – even if it turns out one of these new managers becomes their boss?

If you’re lucky, your business will reach this point if it hasn’t already.

Posted by: Steve Banis

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Steve Bannis

 

Early Results on Holiday Spending

December 7, 2009

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Categories: Advertising, Customer Focus, Marketing Message, Strategy

Reports of consumer spending over the Thanksgiving weekend, including Black Friday, noted that overall spending was slightly above last year’s.  However, before we get all giddy, the numbers also showed that spending per person was down quite significantly.

It seems that many were taking advantage of discounts not necessarily to buy fun gifts for those on their lists, but rather were buying more expensive necessities that they couldn’t afford without the discounts.  For example, sales of vacuums are up.  As are towels and sheets.

Sure there are plenty of LCD TVs moving, but entry-level sets can be had for 50% of what they were last year.  So the splurge is relative.

For current marketers, the implication seems to be that consumer (and most business) purchases will remain in the arena of “gotta have” vs “wanna have.”

Spending is slogging back – so long as interest rates and inflation don’t begin to spike.  Your marketing message ought to emphasize the pent-up demand for obtaining the items that keep things running.  Greater efficiency is nice too, but not at exorbitant cost.  Some reasonable upgrades will makes sense too.

We’ll see how things develop.  But start making plans to come out from your hiding places and keep it down to earth.

Posted by: Steve Banis

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Steve Bannis

 

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