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Mintel's European Trends 2016 - An Overview

Posted By The Marketing Institute, 02 February 2016

Bright and early on Thursday, 21 January, 2016, Mintel’s Senior Trends Consultant, Richard Cope, delivered a talk on Marketing Trends for 2016, at a Marketing Institute breakfast, where his five main predictions were established for 2016.

PREDICTION 1: ON THE WATERFRONT 

Explored the growing demand for water free and concentrated products, as people become more sensitive to the threats to water supply in developed areas. Some of the reasons for the increased level of conscientiousness include:

  • Effects of drought on agriculture in countries we depend on for imports such as almonds, oranges, tea, coffee
  • The proposed introduction of water taxes in Ireland – the “luxury” of free water threatened
  • Developed areas such as California and Sao Paulo suffering water shortages – it could happen anywhere

The effects of this trend can be seen in innovative services such as Waterless car washes and in beauty products such as dry shampoo, cleansing lotions and face wipes.


PREDICTION 2: ARCH BEACONS 

The Netherlands are currently leading in beacon based marketing and the rest of Europe are expected to follow this trend. Beacon technology is being used in innovative ways such as ‘smart shelves’ (which allow you to tap on a product and view information regarding ingredients, sourcing production etc.), for recognising returning customers to give them loyalty benefits and even to remember individual customer orders in restaurants that they visit frequently.

Customer surveys indicate that people are willing to give more information to the shops they like, if the promotions they receive are relevant to their specific wants and needs. Statistics show that:

  • 50% of UK stores use location based technologies to track their customers
  • 30% intend to use this to send promotional offers and targeted offers to customers
  • 26% of people in R.I. say that they are willing to give brands they like personal information- although the actual percentage of people who do so without realising is much higher.

PREDICTION 3: POND FILTER 

TTIP (Transatlantic Trade and Investment Partnership) is reducing the regulatory barriers to trade for big business between the EU and the US. This has stemmed fears of weakening the EU Regulations on sourcing, ingredients and ethical matters.  Notably, 70% of food in US supermarkets have been genetically modified.

Perhaps as a result of this, the demand for organic food (chemical and pesticide free) and artisan products (craft beers, coffees, sauces, soft drinks) is on the increase – especially in France and Germany.

Alternative (meat free, gluten free, dairy free) food products are becoming more popular – 2016 has been dubbed the ‘International Year of the Pulse’ (legume).

Other developments in this trend:

  • Big companies such as McDonalds and Chipotle are going GM Free.
  • Organic food is becoming more affordable.
  • Supermarkets are sourcing their products locally.

PREDICTION 4: TIME/SPACE CONTINUUM 

Reducing Wait Time

The aging population calls for better service on home deliveries – People expect faster delivery time. In supermarkets, you can now have your order delivered to your door in 1 or 2 hours (varies between competitive supermarkets) Car boot deliveries are becoming popular due to convenience.

Increase In Need For Space

Due to urbanisation, there is less space available than there used to be. By 2050, 70% of the worlds’ population will live in cities. People are becoming thriftier - 57% of people in the UK say they borrow/rent rather than buy where possible.

A lack of space in built up areas means that people renting smaller places to live but also renting storage space. Renting as an alternative to buying (homes, cars, and machines etc.) increases transience which means less commitment.

PREDICTION 5: MY MINDS' EYE

Augmented reality in marketing is being used to reassure clients in a very clever way. For example, before booking a holiday resort, it is possible to do a virtual tour of the complex to help the consumer decide if they’re making the right decision prior to purchase. Research on this trend suggests that:

  • 50% of consumers are aware of augmented reality 
  • 33% of consumers are interested in augmented reality

These figures are expected to increase as new developments in this area gather the attention of their target audience and the media.

Entertainment wise, the younger generations are particularly interested in it. Virtual concerts, sports games, marathons and in-flight movies are just some of the uses for augmented reality in the entertainment world.


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Mindset Shifts For Media Monitoring

Posted By Kantar Media, 01 February 2016

Both the media landscape and media monitoring have changed significantly in recent years. There is now more information available than ever for companies to monitor, so today’s media monitoring is much, much more than just clip counts…

Media monitoring data can also be applied in different ways: for example, to identify the potential scope of a reputation issue very quickly and possibly contain it; to understand the value of their efforts in PR, digital marketing, or content marketing more easily; identify cultural nuances across markets or benchmark against competitors…

This involves some fairly fundamental mindset changes that organisations and brands will need to honour if they expect to thrive during these changing times.
So take a breath and let’s shift the way we view media monitoring…

This article was originally published on kantarmedia.com.



ABOUT THE AUTHOR

Kantar Media Reputation Intelligence is a global leader in media monitoring and analysis. We provide key insight so you stay ahead of your competitors. Our experts dissect the media to provide you with vital information that will ensure you're prepared for whatever happens and make all the difference to your media strategy.

www.kantarmedia.com


 

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Q&A With Onside - Sponsorship In 2016

Posted By John Trainor, Onside, 29 January 2016

Over the past decade, sponsorship consulting firm ONSIDE has polled sponsors and rights holders as part of its annual Irish Sponsorship Industry Survey, a unique benchmark of the marketplace in Ireland built from the perspectives of those who are most involved in the industry. We spoke with ONSIDE CEO and Founder, John Trainor, to get a sense of last year’s findings. 


1) BASED ON YOUR COMPANY'S RESEARCH, WHAT WERE THE REAL STAND-OUT PERFORMANCES IN IRISH SPONSORSHIP IN 2015?

The stand-out sponsorship of 2015, according to industry professionals on both the sponsors and rights holders side of the market, was AIB’s revitalized partnership with the GAA. The sponsorship was praised for being innovative and edgy, and was really celebrated for connecting human stories with the widely-loved sports. In terms of the markets’ view on best rights holders, the top performer this past year was judged to have been the IRFU. The organization’s memorable work with Irish brands during the Rugby World Cup really helped it stand out during a year full of great sponsorships, especially in sport. 


2) HOW DO YOU EXPECT THE OVERALL SPONSORSHIP MARKET IN IRELAND TO CHANGE IN 2016? 

We saw a decade-high market growth of 10% in 2015, which was a year of transformation as the sponsorship industry recovered from the economic recession. The market is expected to show a more modest 5% growth in 2016, resulting in an estimated size of €158 million. The slower growth is to be expected, as double-digit market growth is not sustainable beyond the short term.  With nearly 1 in 2 sponsors planning to increase their sponsorship investment this year, however, the industry is expected to continue its upward trajectory on a stable slope. 


3) WHAT EVENTS DO YOU THINK WILL BE THE MOST IMPACTFUL FOR SPONSORSHIP IN IRELAND THIS YEAR? 

The events expected to most greatly influence the marketplace in 2016 are the UEFA EUROs and the Olympics Games in Rio. 4 out of 5 Irish sponsors see the EUROs in France as an opportunity to engage with customers at home, which is even more than the 2 out of 3 who saw a similar opportunity around the Rugby World Cup last year. In addition, the growing popularity of golf as it returns to the K-Club and the Olympics, major new events such as the Aer Lingus American College Football Classic, and emerging music festivals are all set to create incremental investment in sponsorship rights by brands in the market this year.


4) WHAT ARE THE CHALLENGES FACING INDUSTRY PRACTITIONERS IN TODAY'S MARKETPLACE? 

One of the biggest challenges for sponsors has consistently been competition for rights in the marketplace, and that has peaked this year after the enormous market growth of 2015. The number of sponsors who feel that this crowded marketplace is making it increasingly difficult to differentiate their businesses has grown by nearly a third since 2015. Adding to this challenge is the difficulty for local companies to compete with large, multi-national corporations who seemingly dominate sponsorship for major events. On the rights holders’ side, industry practitioners are reporting tensions in their relationship with sponsors, beginning often with the lengthy and demanding “courtship” process of sponsorship negotiation, and extending to the sometimes insufficient sponsor commitment to fully activate the assets under agreement, leaving opportunities for customer engagement on the table.


5) FINALLY, ARE THERE ANY "HOT BUTTON" AREAS THAT YOU THINK WILL SURPRISE THE INDUSTRY IN 2016? 

Telecommunications was tipped by more industry professionals than ever as an area to watch for coming into 2016. A related sector, broadcast media, is also expected to become a major player in sponsorship this year. We saw a preview of what successful broadcast sponsorship can do with the TV3 / Land Rover partnership during the Rugby World Cup, and that may have been only the beginning of a new trend in media sponsorship. In regards to what might really surprise the industry, we saw Mixed Martial Arts joined the ONSIDE Top 10 areas of opportunity for the first time in 2016 – at the same level as the Arts and ahead of some established sectors like cycling and golf. The sport’s indisputable frontman, Conor McGregor, surged in popularity this year as well, coming in second place amongst the industry’s most marketable personalities for 2016. If MMA continues on its path to becoming more entrenched in mainstream sport, it may well emerge as a “hot button” area in Irish sponsorship.


ABOUT THE AUTHOR

John Trainor is the CEO and founder of ONSIDE. He has been a contributing member and Fellow of the Marketing Institute of Ireland for over 20 years. The team of ONSIDE consultants provide industry-acclaimed benchmarks and unique insights to more intelligently understand sponsorship across Ireland and Europe.  


 

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The Importance Of ‘Why’ In Brand Storytelling

Posted By Darragh Rea, Edelman, 15 January 2016

 

Whilst doing some research this summer I was struck by how much of marketing had got lost in an abyss of bland content. It appeared to me that in a race to embrace shiny new platforms – which would supposedly create deeper connections – the industry had lost sight of what really matters. The results in many cases were not deeper connections but instead temporary interactions, fleeting in nature, and almost certainly not memorable.

It caused me to remember a TED talk came across a number of years back by Simon Sinek in which he outlined a model for inspirational leadership. The basic essence of what he proposed was that people don’t buy what you do, they buy why you do it. He went on to highlight how the reason why Martin Luther King and the Wright Brothers were so inspirational and so deeply connected with their audiences was that they focused first on communicating why they did what they did, rather than starting (as most brands do) with the what.


Brands need to get back to their core story, and in doing so ask themselves three simple questions:

  • Why do you do what you do?
  • How are you different?
  • Why do you matter?

By answering these questions brands can begin to refocus on their story and most importantly how it relates to their core audience. In a world where technology has unlocked so many opportunities for brands to communicate with and learn from their consumers, it seems incomprehensible that instead of communicating what really matters to them some brands are focusing on bland product messages pushed out across a myriad of platforms where their audience may or may not be listening.


At Edelman, we work with many clients who understand the importance of purpose in marketing. An excellent example from Dublin is that of the Irish National Lottery, whose answer to Why is perfectly simple – they do it to raise money for good causes. Indeed, since its foundation in 1986 the Irish National Lottery has contributed over €4.5 billion in funding to help causes across Ireland. With thanks to all the players along the way, they have made and continue to make a significant positive impact on Irish society.

To help tell this story in a more meaningful manner, the Irish National Lottery put the spotlight on the good causes and showcased the life-changing impact they have on the people they serve. The resulting eight short videos (one of which has since featured as a TV ad) are the very essence of why the National Lottery exists and are a compelling reinforcement of how important it is for brands to focus on the why rather than the what.


This article was written by Darragh Rea, Head of Digital at Edelman Ireland, and originally appeared on Edelman Ireland Magazine. You can follow Darragh on Twitter here: @darraghjrea

ABOUT THE AUTHOR

Edelman is a leading global communications marketing firm helping business and organisations evolve, promote and protect their brands and reputations. We are independent which allows us the freedom to be constantly curious and deliver original thinking. In Ireland, we are a team of brand, reputation, research and digital strategists who drive award-winning creative communication programmes. We have deep expertise in consumer trends, research, analytics and insights, corporate reputation, health, technology, crisis and government affairs. www.edelman.ie



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Review of Who Won The Rugby World Cup 2015?

Posted By The Marketing Institute, 14 January 2016