Top 10 Trends for 2011

This past Wednesday Ann Mack from JWT was at the Minnesota AdFed Breakfast talking about the Top 10 Trends for 2011 and beyond.

Ann is the Director of Trendspotting at JWT and they having been publishing trends for the last six years.  Here are the 10 trends that she says impacting us this year and beyond.

1) All the world's a game - It is all about gamifying life across all our lives.  She mentioned what http://www.epicwin.com/ and scvngr are doing as some fun new examples.
2) The urgency economy - the success of Groupon and other couponing sites show that deals are expanding far and wide. Impacts both value and high-end goods.  http://www.toviefor.com/ is a high end reverse auction site.
3) Non-commitment culture - Zipcar a prime example of people not being committed to cars and the growth of "pop-up" stores.
4) Eat, pray, tech - amazingly while overall the economy is soft - sales for tech goods are on the rise. The tablet market which sold 11.5MM units in 2010 is projected to sell 54.8MM in 2011.

5) Deteching - people who want to unplug from technology.  The NYTimes did a feature on four people who unplugged and chronicled their stories in a recent feature.  And we are just starting to realize the impact on critical thinking and that impact being negative.
6) Retail as a third space - Apple store as a prime example to go along with Starbucks.
7) Create urban renewal - What KFC did to repair potholes in Louisville and Kia's program called Drive Change in Canada.
8) Worlds collide - explosion of QR codes that enable brands to provide deeper data.  The reality of Minority Report coming to life with billboards in Japan.
9) Hyper Personalization - combined efforts of Bing and Facebook to search for old friends.  And of course the very successful Old Spice campaign from the summer of 2010.
10) Outsourcing self control - apps that don't let you text and drive and allow you only so much time on line,

Ann is a very articulate speaker and well versed on what is impacting our lives both professionally and personally.  If she writes about something take the time to read it.

Great customer service at Universal Studios

Last week on our annual spring break voyage to

Florida we visited the Universal Theme Parks in Orlando.

On our second day at the parks we were at the Islands of Adventure park. We had been planning this visit for several years ever since the announcement that the Wizarding World of Harry Potter would become a main attraction at this park. Our kids have thoroughly enjoyed the Harry Potter as millions of Americans have.

The Harry Potter area does not disappoint as it draws heavily from the books and movies and has lots of clever touches throughout the area. It really is a must-see if you are into Harry Potter.

So last Wednesday morning we were there for the 8AM park opening to get an early chance to ride the "Forbidden Journey" the ride inside Hogwarts Castle. We walked "slowly" with hundreds of other guests and got to go on the ride. It's a very cool theme park ride - probably the most advanced in the world right now. So after the ride my daughter becomes ill and throws up. So we've just spent a small fortune on tickets, stayed at a Universal Hotel the night before so we can gain early entrance and now we have a sick child.

We took her to the first aid station so she could lie down and rest. Here on a day she has been looking forward to for a long time - she ends up getting sick. We spend several hours at first aid as she rests, etc.

And here is where the great customer service comes in - one of the staff members says since she couldn't enjoy the park today - if she feels better tomorrow we will provide you passes. We were relieved to hear this and are very appreciative of the Universal staff. They quickly made a positive experience by letting us come back the next day.

Does your business treat your customers like this? Would love to hear any of your positive customer experience stories. Share them.

Which path do you take?

Every morning millions of people from around the world get up and go to their daily jobs. How many do you think take the same road/path each and every day. The routinenessof the same way in every time. Maybe it is comforting to same, just plain easy to others and clearly boring to many.

For years I've tried to come into work a different route several times a week, just to see some different stuff and start my day a little differently. Why? Simply because I think it's important to experience things differently - see what is changing or not along the way.

In our business it is important to bust out of our routines and try things differently. And everyone has their own way.

How about you - what do you do to break the daily routine of getting to work?

You have to see this - March Madness App

March Madness is about to begin and those with an iPhone or an iPad are going to want to check this new app out. It's a free app called "NCAA March Madness on Demand".

You can watch every game of the 2011 NCAA Men's Basketball Tournament live on your iPhone or iPad. This great app is loaded with lots of bells and whistles. You can set up score alerts for your favorite teams, you can follow your bracket and see how you are doing. Check out the latest scores and schedules. And of course you can connect into Facebook and Twitter.

This past Sunday night I was able to watch the selection live on the screen and it worked out great. I'm very excited to try it out this week and next week when I'm on vacation.

Would love to hear what you think of it. Let me know.

The Idea Writers by @tiezzi

Great presentation at MIMA last night by Teressa Iezzi the editor of Advertising Ages Creativity magazine. She spoke on her experiences and what lead her to publish her new book "The Idea Writer: Copywriting in a New Media and Marketing Era."

As we all know in the past great advertising campaigns were typically built from television ideas and with great language driven by copywriters. However, today's copywriter must be multifaceted and create across many different platforms. I really loved her comparison that "copywriters are truly now inventors".

She spoke for a long time on how the Internet is not just a medium but rather it has been a behavior changing vehicle for brands.

The assumption that copywriters need to take today is that they need to create something that is useful, entertaining, beautiful or all of the above. It's all about connecting the brand that they are writing for with people. It's about freedom and that we can't hold back people from having a conversation with the brand.

I loved this platform of change that she spoke of: "We've gone from Big Ideas = Big Ad Campaigns" to "Big Ideas = Big business ideas that might not involve advertising at all".

And then she quoted Rei Inamoto "My equation is the idea = emotion x function. So I'm looking for partnerships between copywriters and UX designers." Yes it is a different world that we live in - the days of just art directors and copywriters creating things is in the past. It's onto the future with creative technologists, UX designers, and content curators and so on.

We all need to think of agencies as "developers" and what we can bring to help our clients solve their problems.

Guess what book I'm going to be buying this weekend?

Great Idea by Kodak

Kodak has done something extremely innovative on a very basic thing.

This morning I go the USA Today site to read a story about the Super Bowl ads. And I want to take it home to read over the weekend and I go to print it out.

And viola the screen shot to the left shows what popped up. A print screen with a Kodak brand printer on top - what smart placement. Something very simple yet very effective. I didn't even know that Kodak made printers but the next time I'm in the market for a printer I'll think about Kodak.

This is a great example of a brand finding an application that works to their benefit. Kodak makes printers and they are sponsoring printing on the USA Today site. Very, very smart and well done Kodak.

What I learned at #CATFOA on 1/31

This past Monday night the first Conversations about the future of advertising event (CATFOA) was held at the Fine Line Music Cafe in Minneapolis. Despite a snowy day a decent crowd awaited Ana Andjelic (@andjelicaaa) Planning Director at HUGE, Inc.

Ana's topic was "Do we need a new definition of creativity?" Ana is a native of Serbia and has received a PhD from Columbia University. She opened up by saying that the digital space is kind of like a kid's birthday party as you kind of never know what will really happen at the party.

"Creativity is the medium and not the channel." She mentioned the "neighborgoods" site as one that uses collaborative consumption. And "skyara" as a marketplace for experiences.

She closed with five guidelines/signposts for creativity:
1) There are NO shortcuts -
2) How do you frame the problem?
3) Choose your own adventure
4) Behaviors, not tools - the DonQ Rum brand as an example
5) Bricolage, not jigsaw - the chalkbot from Nike as a great example

A great quote that she used was "Be less wrong than yesterday" from Adam G. Message being learn from your mistakes and clearly that is critical as we try to move our clients businesses forward.

Her main theme was that briefing/planning has typically been focused on one person. She believes that "context maters more than a perception" and that we need to think broader from a planning perspective as we move forward.

Once again a great session at CATFOA and looking forward to the next event in February. Will you be there?
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