Marketing Buzz 05/04
New market sectors, renting marketing pros and more
We've all heard about metrosexuals-fashion-forward guys who
get more facials than their female counterparts. Smart marketers
should pay attention to other new market sectors as well, says Ann
Fishman, president of Generational Targeted Marketing Corp. in New Orleans.
Some groups to consider: - Urban
Ritualists:
- These Gen Xers enjoy life to the max
and pay big bucks for higher-quality clothing, furniture and other
creature comforts.
- Re-Juveniles:
- These adults buy toys and games for
themselves. Says Fishman, "These [Gen Xers] seek refuge from a
post-9/11 world by revisiting the comforts of childhood."
Richard Laermer, author of Trendspotting: Think Forward, Get Ahead, and
Cash In on the Future (Perigree) and president of RLM
Public Relations Inc. in Los Angeles, points out other
categories: - Disposables:
- Obsessed with convenience,
"disposables" are consumers likely to buy on the cheap
and get rid of purchases--including low-end cars and
computers--when they lose their novelty.
- Conscious
Consumers:
- A throwback to their WW II
grandparents, this group looks for the "Made in America"
label while searching for environmentally friendly companies.
Reflect their core values, and you've got fiercely loyal new
customers.
QUICK PICKAre you in need of some temporary marketing muscle?
MarketFitz
Inc., a Seattle-based company that provides outsourced
marketing and consulting, lets you rent a professional. For about
$40 to $120 per hour--MarketFitz pays payroll taxes and
benefits--this high-end temp agency will set you up with an
experienced marketer, either on-site or off. This "try before
you buy" solution lets you work with candidates before
bringing them on permanently or lets you fill in short-term gaps in
your staffing, such as a staffer's leave. For the price of a
marketing director's salary, the company outfitted one regional
law firm with a part-time team that included a marketing director,
a marketing coordinator, a PR manager, a creative director and a
graphic designer. Try finding that in a one-person package.
25%
of online business searches in the United
States are for local retailers.
SOURCE: The
Kelsey Group/BizRate.com
In a 2003 survey57%
of U.S. e-mail users had bought something
online in the past year because of permission marketing
message.
SOURCE: Quris
Inc.
Gwen Moran is a consultant and writer specializing in
marketing. Reach her at moranmarketing@erols.com. Content Continues Below
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