THE 2006 MARKETER'S FORECAST: GET COMFY!
Interestingly enough, all data is pointing to a recluse year for the Australian public - think online shopping, at-home fitness and personal entertainment (it’s now a case of who doesn’t own an ipod, wii or psp), and it appears the DIY renovation and outside entertainment era is all but forgotten.
Fitness is tipped to become popular again, but not the cardio craze of the 90’s, rather a personal and time effective approach involving family and friends. The American Council on Exercise believes that 2007 will see consumers combining social activities and money saving initiatives by training in small groups with a personal trainer and investing in at-home gyms. They state that at-home gyms will also be used to coerce children into exercising, while still being able to watch the latest legal Sony download and Apple’s upcoming iTV (which both claim the number two spot on iTWire’s top twelve predictions for 2007).
Adding to the ‘self absorption’ and ‘recluse’ titles, Google reports that its third most popular search term worldwide in the first week of January 2007 wasn’t interest rates, the DIY “how to” or financial planning, but the very self indulgent word ‘spa’.
In Australia, the most searched term on Google for November 2006 was eBay. Perfect for those stay-at-homers who were planning their Christmas shopping. But how do they do their research on a product? That’s even simpler with the giant chat room ‘myspace’ rating second on the Australian Google search list.
The popularity of blogs, which blew out in 2006 with blog sites doubling in figures every six months (according to the Sydney Morning Herald), is set to level out and plateau, as people lose interest in updating them regularly. Blog-lovers never fear though, as committed bloggers will experience unprecedented website hits as consumers continue searching online opinions and experiences on products and services.
The biggest question for marketers and managers is how to access and provide for consumers in 2007- especially when they are tipped to be home-entertained, self-indulged, fit people.
Square One’s tips for 2007
- When designing campaigns, bear in mind the subconscious shift to the indoors and self rewards.
- Remember that people are more recluse at the start of the year compared to later in the year- everyone wants downtime after the festivities.
- Utilise webspace effectively- blogs, myspace, log on and see if anyone is talking about your industry or product.
- This one sounds simple but you would be surprised how many people DON’T do it. Reward your loyal customers and try for referrals. Reward referrals.
- Don’t forget print media, try hard to secure editorial. Use a PR company or email/call your relevant journalist. (According to the Australian Press Council over half the adult population still read a Monday to Friday newspaper and the figure is over 60% on weekends).
