Tag Archives: pepsi

4 Key Trends for 2015: From Consumer Insights Canada to TMRE 2014 via Trendhunter

For those of who may not know the lovely Shelby Walsh, she is President at TrendHunter and soaks up trends for breakfast, lunch and dinner. We had a chance to catch up with her and her team at the Front End of Innovation Toronto and Consumer Insights Canada event last week.

Here’s what she told us:

How did you find the experience at FEI Toronto & Consumer Insights Canada?

The experience at FEI Toronto was fantastic. The breadth of sessions everyone had to choose from was incredible — from the Internet of things, to the mind/body connection and authenticity. 

On top of the takeaways from all of the sessions, there was an impressive array of individuals in attendance, which made breakfast, lunch and networking breaks all of the more interesting. 

FEI Toronto - Consumer Insights Canada
Can you share the biggest takeaway from your Trendhunter partner and fiancee, Jeremy Gutsche’s talk? 
The biggest takeaway from Jeremy’s Better & Faster talk was that we need to focus on overcoming the psychological traps that are blocking successful people everywhere from realizing their potential. 

We need to awaken our “inner hunter” and instead of “farming,” creating only incremental change, we need to be open to destroying in order to create breakthrough innovation. 

Jeremy’s keynote was very personal and touched on drawing inspiration from his dad and how he proposed to you, as a social media strategist I know there can sometimes be a fine line between what you share and what you keep private. I understand the video he shared is up on YouTube, can you tell us a bit about the proposal, the video and sharing it online.
I personally never share anything that could put me in an unprofessional light or is negative about other individual or brands. Social media is supposed to be a great way for people to connect with others and a lot of times, celebrate the most interesting parts of our lives. 

I didn’t hesitate to share our engagement video to over 20,000 of our closest friends because the way Jeremy proposed was creative and very Trend Hunter-esque. It was an authentic expression of who we are and a touching moment that we wanted to share with others who’ve felt the same or hope to one day!
We had planned a field trip to tour your Trendhunter headquarters but received such an overwhelming response, we decided it made more sense to open it up to everyone and do a cocktail mixer instead. Can you tell us a bit about the research you shared during the tour and gives a bit of insight into how your office environment inspires your innovative culture?

Trend Hunter had a blast hosting a cocktail mixer for FEI! Our office space lends it well to the creative environment we have, as well as events like this! People loved our bar complete with Trend Hunter marquee lights, our London telephone booth and our open-concept, brick and beam space. 

It’s a great environment to let ideas flow!

The 4 key trends discussed during our Trends in 2015 presentation include

Beacon – This burgeoning technology has been utilized by those on the cutting edge in the art, retail and charity worlds. The next generation of these location-responsive devices will make communicating with consumers even more customized, interactive and ultimately, effective.

Makeshift Luxury – Retailers are turning to pop-up events that are super lavish. These temporary luxe shops and consumer experiences are the next evolution in brand marketing that’s more experimental and temporary.

Meta-Marketing – Millennials are approaching peak purchasing power, and marketers are keen to capture their attention by creating ads about ads that self-mock and have a focus on being authentic.

Flavor Reversal – Bacon beer cupcakes and avocado donuts are just a couple of examples of how sweet and savory are being experimented with creatively to create buzz and appeal.

FEI Toronto & Consumer Insights Canada 2014
FEI Toronto & Consumer Insights Canada 2014
FEI Toronto & Consumer Insights Canada 2014FEI Toronto & Consumer Insights Canada 2014

We’re looking forward to joining you, Jeremy, and the rest of the Trendhunter Team at The Market Research Event stateside in Boca Raton. Fl. Later this month. Can you give us a little preview into what we can expect? 

We work with brands creating custom monthly reports to help identify consumer needs and track emerging market trends. These reports are based off of a 100,000,000 person virtual focus group and over 2 billion views of data. For those attending TMRE, we’re offering some reports on the house, so make sure to find us at the event! 

Just as exciting, there has been a lot of talk recently about Oculus Rift — a platform that allows for one to experience augmented reality like never before and other cutting edge virtual reality applications that tap into 3D gaming, simulations, and rich immersive experiences. Now, I can’t give away what Trend Hunter will be doing, but I can tell you that it will be an experience you don’t want to miss out on



Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

World Cup Advertising Wars: How to Compete with the Big Guys

Editor’s Note: This
blog post is brought to you by Mattr, a
company that is leading a new era for consumer insights, providing brands with
a deeper, more colorful view into their social audience. Through a unique mix
of personality data and demographics, Marketers can begin to discover what
really makes their audience tick.

The World Cup hype has officially started!  And if
you’re in Marketing/ Advertising, you’re probably keeping a close eye on the
various campaigns that have been introduced to pay homage to one of the world’s
most watched sporting events.
Some of the first to release their campaigns were the big
soda brands.  World Cup sponsor Coca-Cola and competitor Pepsi have both
recently launched TV spots, and there’s already lots of chatter on who got it
.  That answer might seem subjective to most.  But as
Marketers know, putting together a campaign that speaks to the right audience
takes more than luck.  It takes planning and strategy.  It takes
understanding of various brand segments and how to reach them on a personal
level.  And it takes knowing that powerful stories about the people behind
a brand reside in unfiltered data.
That being said, it can be assumed that both Coca-Cola and
Pepsi did lots of research for their campaigns, utilizing large budgets and
plenty of time to plan (Coca-Cola apparently began planning back
in 2012, and World Cup 2014 stands as their largest campaign ever!).
But for those agencies that might not have the dollars or
time to spend on such intensive research- there are simple ways to accomplish a
similar goal of understanding audiences by looking at some easily accessible
data.  We’ll show you how.  And we’ll also come to our own
conclusion, based on our own data, on which soda brand might have the slight
advantage in the World Cup campaign wars.
Social- The Secret

Social has become a very viable option when it comes to
gathering insights about your audience.  It’s as easy as picking a social
segmentation tool and diving in to all of the data.

We’ve started our own segmentation analysis with a
historical snapshot of the FIFA audience, or the last 500 people who have
engaged with @FIFAWorldCup on Twitter.   That breakdown shows the
highest engagement came from ‘Wholesome Males’, as seen below:
‘Wholesome’ indicates personality traits like down-to-earth,
honest, family oriented, sincere, real and sentimental.  A ‘Wholesome’
person might respond best to campaigns based on truth, openness and emotion
(more about ‘Personality Identification’ through social can be found here- very
interesting stuff!).
Hot on the trails of those ‘Wholesome’ males are ‘Rugged’
males, with their own set of unique traits that gets them excited.  It’s
advantageous for Marketers to look into both groups to see what makes each of
them tick.
Hash Out the Hashtags

Now take the analysis a step further, and look at the
‘real-time’ breakdown of the FIFA audience.  In addition to those folks
who are currently engaging with the @FIFAWorldCup Twitter handle, you might
also be interested in the people who are using the top three most popular
Twitter hashtags for the World Cup in general (which are #WorldCup, #Brazil, and
#WorldCup2014).  The new analysis looks like this:
Not surprisingly, the @FIFAWorldCup audience and those using
the most popular World Cup hashtags look very similar.  Looking ahead, a
Marketer can be confident that the ‘Wholesome’ and ‘Rugged’ males should be the
right audience to go after for a campaign.
Your Own Hashtags-
Who’s Engaging?

Last, if you’ve created and launched campaign hashtags, it
might be beneficial to analyze the people who are chiming in with those
hashtags on social, as long as there’s some good traction.  Today, both
Coke and Pepsi have launched hashtags for their World Cup campaigns (#WorldsCup
and #LiveForNow, respectively).  Traction was highest during the release
of the campaigns, and has now subsided.
However, as engagement with these hashtags increases again,
which should be a top goal for both brands, Marketers can analyze what types of
people the online campaigns are attracting and figure out ways to target those
audiences better.  We’ve started a new analysis on Coke’s hashtag
engagement moving forward, and will report back in an upcoming blog.
So what does all of this tell you about launching your own
World Cup (or any other) campaign? The point is that social data matters, and
so do the people behind that data.  If you can dig into that data enough
to understand your audience on a very deep and personal level, then you’ve
automatically pushed ahead of your competition when it comes to planning the
tone and messages within your various campaigns.
Who Wins the Soda

The Coca-Cola campaign plays to inclusiveness, youth,
uniqueness, togetherness, grandiosity and social good (think
‘Wholesome’).  The Pepsi campaign plays towards celebrity, playfulness,
music, creativity, art and fun (think ‘Sophisticated’ or ‘Daring’). 
According to our analysis of the FIFA audience, our vote goes to Coke.
 But hats off to both campaigns!
Next week we’ll take a look at changes to the @FIFAWorldCup
Personas as engagement increases, which might cause Marketers to tweak their
real-time campaigns.  And we’ll compare two new ‘Big Brand’ campaigns that
have staked their claim on the World Cup turf.
Want to start your own segmentation and hashtag analysis?
Click here.
Mattr is a sponsor of
The Future of Consumer Intelligence 2014
taking place next week in Los Angeles, CA. This year, FOCI explores the
emerging role of decision science and the convergence of knowledge points -
insights, foresights, social science, marketing science and intelligence with
technology as a central driving force and profound connector.

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