Welcome to TLC USA
Much has been said and written about Millennials (maybe too much), but here are 5 truths that we passionately believe brands must understand if they want to engage successfully with the most over-marketed group in history.
1. Not all Millennials are the same
From the ‘Hip-ennial’ to the ‘Millennial Mom, this a group with widely varying aspirations and lifestyle behaviors. How can you connect with them all?
2. They don't buy, they make life statements
It’s not just a purchase, it's a statement about how they choose to live their lives. Millennials demand a brand has a deeper role beyond consumption. How can you help them make that statement?
3. Experiences trump ownership
This is a generation that is interested in spending more time and money on experiences than physical possessions - constantly in search of originality and personal adventure. How can you satisfy their desire to create, share and ‘own’ a memory’?
4. Loyalty can be bought – if you use the right currency
Incentives can work to build loyalty in a supposedly disloyal generation – they just have to be individualized incentives. Token one-size-fits-all rewards won’t cut it. How can you create tailored, targeted rewards that offer meaningful value?
5. They will win the price competition
Millennials will ruthlessly exploit technology to test if you’re the cheapest or not. They will use ‘tech-in-the-aisle’ to price-check and won’t be afraid to walk away if the price isn’t right. How can you switch the argument from price to value when you have them in the ‘buy-line’?
At TLC we specialize in creating experiential rewards that will help your brand answer all the questions posed of it above. We know how to change the potential nightmare challenge of engaging Millennials into results that are a dream come true. We would like to share this with you.
Chief Marketer announce the 2016 PROMO Top Shops, a listing of the Top 100 promotional marketing agencies that collectively represent the best of the industry. Take a look!
You'll see TLC in the list, of course! We are the gloabal leader & pioneer in providing and managing lifestyle reward promotions.
TLC's unique proposition is based on rewarding EVERY consumer within a promotion; as opposed to sweepstakes, coupons or cash back’s. Achieved by leveraging nationwide networks of reward partners that offer high-value experiences for a fraction of their market cost.Read more >
Holiday celebrations have begun! We hope you all had a fun and fabulous Halloween, we sure enjoyed the day.
Pictured left: Our New York office dresses up for a pumpkin carving competition. Now it’s back to work delivering your amazing promotions!
Not only has the Halloween-Thanksgiving-Black-Friday-Cyber-Monday-Hanukkah-Christmas-New-Year Holiday period begun, but so too has the spending. Don't let that last minute end of year budget go to waste, make the most of it and see ROI with a TLC promotional camapign.Read more >
TLC’s TACHE OFF! It’s the hairiest time of year again... our TLC men toss away the razors to embrace the face fuzz, all in aid of raising money and awareness for a very important cause – men’s health.
The Movember Foundation is a global charity committed to men living happier, healthier, longer lives. Since 2003, millions have joined the men’s health movement, raising £402 million and funding over 1,000 programmes focusing on prostate cancer, testicular cancer, poor mental health and physical inactivity.Read more >
Get ready to glow with this super breezy promotion from Mike’s Hard Lemonade and TLC Marketing.
Every Palm Breeze 6-Pack now comes with a free beauty treatment! Offer available until October 7, 2015.
The details: Customers who purchase specially marked Palm Breeze 6-packs use the reward code found on the pack sticker to redeem a free beauty treatment in their location of choice.
Treatments vary from salon to salon including but not limited to a manicure, pedicure, hair cut, tanning, deep conditioning treatment, eyebrow wax, make-up application/consultation or even a blowout for that special event.Read more >
Be A Life Saver. No one deserves to die at sea.
Last year over 3400 people drowned fleeing for a better life.
One family couldn’t stand by and just watch, they bought a boat and equipped a crew that saved 3000 people in 60 days. This year with the Global Refugee Crisis, they need our help.
As part of the TLC Trust, we’re coming together to raise money for the Migrant Offshore Aid Station (MOAS), the crew of international humanitarians, security, medical staff and maritime officers who are back at sea preventing more catastrophes.Read more >
The media is saturated with articles talking about how the Hispanic population is growing as fast as light in the US and the best ways in which brands can understand and target this group. TLC’s Hispanic Division understands the best way to attract and engage the Hispanic consumer in a culturally relevant manner. Our experienced marketing professionals are specialized in creating and delivering successful integrated, in-language and in-culture communications, marketing and promotional campaigns that help our client’s brands to be in-tune with the growth of Hispanics in the U.S.Read more >
We are always talking about why it’s important to engage customers through experiences, so here’s a pretty good example of how TLC rewards create brand advocacy and make customers smile.
We share a testimonial from 2 very happy customers who used their Free Flight reward from the Samsung promotion to jet off to their Honeymoon in Ft. Lauderdale, Florida.
“I want to thank you so much, talking to you was very easy. Natalie and I are really thankful for this rebate, it helps out a lot because we are taking our honeymoon on this trip so we really appreciate your help. May God bless you and your family.”Read more >
TLC CEO Mike Scalera sat down with industry expert and CEO of Loyalty 360 Mark Johnson to talk Relationship Marketing and TLC’s unique approach to promotions. The segment, hosted by Donald Trump Jnr explores the importance of connecting with customers on an emotional level and how this approach is leading the way in increasing sales and creating brand advocacy, loyalty & retention for TLC’s clients.Read more >
Winner of Best Hair Salon, Best Day Spa & Best Massage on Long Island since 2010, Cactus Salon is a favorite of customers redeeming their beauty reward.
Karen Vito, Marketing Director for Cactus Salon & Day Spas talks about the partnership with TLC, "Cactus Salon is proud to partner with TLC. The new clients that we have received from this outstanding program are a true benefit to our business!"
The TLC Beauty Network is made up of carefully selected partners just like Cactus Salon. Their state of the art Salons and Spas are designed to provide an experience that is unsurpassed in value, technical skill, customer service and performance. Customers receive the best experience possible.Read more >
It’s one of the biggest problems online retailers face over the Christmas period: Shopping Cart Abandonment. Consumers jump online to create wish lists in their virtual shopping cart but then fail to hit enter and complete their order.
Retail (77.5%), Travel (82.7%) and Fashion (66.8%) sectors see the highest rates of abandonment**** but when we look at the conversion of abandonment to purchase, it’s in fact less of a problem and more of an ‘untapped opportunity’ that could see an increase in sales of approximately $2.52 trillion worth of merchandise*Read more >
As part of the TLC Trust initiative, team USA offered their strategic and creative services to New York based
non-profit Rauschenbusch Metro Ministries (RMM)
Rauschenbusch Metro Ministries seeks to encourage the growth of the "Hell’s Kitchen" community in NYC. They work tirelessly to offer support and educational opportunities as well as direct services to residents, with the overall mission of offering hope and renewal to those less fortunate.
What can we do for you?
We identify, manage and execute the right idea. We build powerful and effective campaigns through a customized approach that amplifies your brand message and expands its range. We’re the best at what we do. Take a look...
#1 We provide all major prizes for a top quick service restaurant in over 5 countries.
#2 One of our campaigns rewarded thousands of consumers with a free concert ticket, just for buying a pair of sunglasses.Read more >
The gear is just the beginning, so in the lead up to Father’s Day (June 21st), when customers 'gear up with Under Armour', they recieve a voucher for 1 free golf lesson or 1 free round of golf.
Pairing a Golf experience with Under Armour gear is the perfect high–value gift for Dad, or the perfect incentive for Dad to treat himself; Father’s day is sorted with this TLC promotion.
Golfing experience rewards are a favourite among the USA rewards, seeing successful integration in campaigns for Black & Decker, Atkins, Remy Cointreau, Terlato Wines, HSBC, Corona, BJ's and more.Read more >
TLC Marketing Worldwide takes home 1st Prize at the NC Awards - Best Promotional Campaign for Ferrero K-People
Another incredible success for the TLC Marketing Worldwide Italian office at the NC Awards 2015 – the agency won the first prize for “Best Promotional Campaign” with Ferrero K People.
All consumers who purchased multipacks were rewarded with experiences for the family to enjoy together. TLC Marketing included fun activities such as bowling, cinema, fun park free entry tickets and much more.
NC Awards is the famous Italian event dedicated to marketing, which has now reached its 9th year. It involves all major players in the sector; professionals and marketing & communication experts.Read more >
Making it easy to ‘Live Your Adventure’ and experiecne America The Beautiful, we helped Eddie Bauer reward their customers by offering a FREE annual National Parks Pass with every $100 purchase.
Every customer who spent $100 or more at participating U.S. Eddie Bauer retail stores (excluding Eddie Bauer outlet stores) was rewarded with 1 Free ‘America the Beautiful’ National Park Pass. The pass is valued at $80, is valid for one year and is honored in all major parks within the United States.Read more >
With a proven track record of working with major sponsors and partners of the Olympic games, TLC knows how to help brands maximize their return on Olympic campaigns. You have the sponsorship or the strategy; we help with the tactical activation and here's how.
The Olympics is about emotion, coming together to support our athletes and share in the global spectacle that extends beyond borders and photo-finish lines.
During the 17 days in Brazil there will be 306 Medal Events; 306 opportunities for our sporting heroes to win the Gold. But from where we're sitting, every event is an opportunity to reward every consumer with the gold.Read more >
TLC Marketing Worldwide has started working with world class wearable brands as part of their global partnership portfolio.
TLC Marketing’s Chairman, Nick True commented: “There’s an enormous opportunity in connected health and fitness, so we are thrilled to add wearables to our global partnership portfolio. More and more customers are taking a proactive approach and responsibility for their own health and fitness, and wearble tech, smartphones and apps are rapidly becoming key user platforms. We’ve got a couple of our clients eager to use the products in their marketing campaigns already – so watch this space.”Read more >
If there is one thing that Mayweather does better than boxing, it's got to be making money.
Rukkas estimates that Mayweather will take home $180MM for his performance after last Saturday. The estimate has since been adjusted to $250MM. To put this into perspective: "The Money" essentially got paid $1,220,000 for each of his 148 punches that landed during the fight. Of course that is flawed logic - Mayweather and Pacquiao could have put on an hour of Irish dancing without exchanging a single punch and not risk their paychecks - the money had already exchanged hands before either of them even stepped into the ring.Read more >
"Honoring the messengers & creators of traditional and emerging media”
TLC Marketing Worldwide has won Platinum in The Hermes Creative Awards 2015, an international awards competition.
“Hermes’ prestigious Platinum Award is presented to those entries judged to be among the most outstanding entries in the competition. Platinum winners are recognized for their excellence in terms of quality, creativity and resourcefulness“- Hermes Creative AwardsRead more >
KFC rewarded customers who purchased a 21 piece bucket during the festive period by giving them a chance to win their share of R3 Million worth of R100 Edgars gift cards.
KFC and Ogilvy & Mather Johannesburg partnered with TLC Marketing to activate this campaign. TLC Marketing provided the rewards and Ogilvy & Mather worked on the creative executions.
Make your Festive season ‘So Good’ with KFC!
Click here to see the TVCRead more >
"Profit is the bi product of amazing customer experience”- said a very wise man (the MD of Metro Bank) at Marketing Magazine’s CX Edge event.
We took away not only these words of wisdom but many more golden nuggets which can really impact the customer experience like how big brands are using data most efficiently to target customers and serve the right message and/or product to the right person at the right time (something we know all about!)Read more >
Dubai-based digital marketing pioneer, Major Steadman, returns to his homeland to join the TLC Marketing Global HQ.
After 10 years of digital innovation in Dubai, working for the likes of Saatchi & Saatchi and Tribal Worldwide, Steadman has handpicked an exciting opportunity within TLC Marketing team. He will be responsible for leading digital transformation within the business and executing best in class work for TLC’s global clients.
“It’s hard not to notice that the world is changing fast & that the companies that thrive have built or rebuilt themselves for the modern age; TLC embraces this change-culture and I’m really excited about joining and leading the digital charge...” Major Steadman.
Nick True, chairman commented on our new addition, “TLC Marketing’s really excited to welcome Major to the team; 99% of our campaigns have a level of digital activation – we’re delighted to have Major lead our client’s digital innovation, development & delivery.”
TLC Marketing is the world’s leading added-value agency. TLC has over 20 years’ experience in delivering successful campaigns ranging from loyalty platforms to consumer incentives by using intelligence from 13 international offices as part of the TLC Marketing Worldwide.
Insurance companies are in a unique but opportunistic position when it comes to marketing. They are unique in the way that their offerings are intangible, and for that reason, a majority of consumers consider insurance a grudge purchase. No matter if it’s car, income protection, life, or even pet insurance, no one really looks forward to or enjoys spending money on insurance, especially if you see nothing in return.
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These characteristics encourage insurers to focus heavily on CRM and loyalty, with many attempting to offer more for less and to engage with loyalty platforms. In the U.S specifically, many are taking a customer-centric approach to ensure the customer experience is seamless, both at the point of purchase and beyond. There is an increase in focus on big data to enhance personalization not only of the product offered, but also of the associated rewards and incentives.
Halloween is the second largest commercial holiday, second only to Christmas. In 2014, $2.5 billion was spent on Halloween costumes alone. Candies, decorations and cards all amounted to a $6.9 billion spend*, an amount predicted to increase substantially in 2015. This is great news for your typical Halloween offerings, but what can other industries and brands do to get involved in the festivities?
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As Ikea, ASOS, Target and Babybel all showed us in their innovative campaigns: Every brand, no matter the offering, has the ability to leverage the Halloween hype. Here are our tips on how;
1. Use Halloween as a chance to treat (not trick) every single one of your customers.
Last week was Bring Your Kids to Work Day here in the New York office and we were impressed at the creative ideas these superstars had for us!
Our Creative Director led a brainstorming session, which resulted in some hilarious reward concepts, including Free Deodorant and Zoo Pass when you buy a copy of “Minion Rush."
Our Sales and Marketing Director was fired multiple times for his paper plane efforts but re-hired when the pizza was delivered for lunch.
We believe it’s important for kids to be exposed to positive work environments and communities. It encourages team work, instills pride from seeing parents achieve, and importantly introduces them to inspiring role models who value hard work and success.Read more >
Columbus Day, one of the oldest US holidays, has since been associated with new discoveries and celebrations. Not only celebrated by citizens, but also major retailers who offer incredible sales throughout the country.
Columbus Day is one of the best days of the year for consumers when it comes to finding great deals to refurbish their wardrobe, refurnish the apartment or discover new technology and electronics. Unsurprisingly, consumers have a willingness to explore new products and be surprised by brands. But why is Columbus Day such an important day for promotions?Read more >
“It’s not about the customer being loyal to you, but you being loyal to the customer.”
We've heard it before, but what does it actually mean for you to be loyal to your customers? Brands know the importance of CRM and retention, however in too many cases, are only looking at loyalty from one perspective: How do we incentivize customers to come back? Will our customers re-purchase if we offer them more and charge less?
Have you considered the importance of you as a brand being loyal to your customers? Are you there when they need you, your advice and information? How do you show appreciation? Consumers have increased expectations and need emotional engagement. Connection, meaning, and differentiation is still everything.* Show that you are loyal to your customers and that your brand is dedicated, reliable and devoted to them. In today’s world, the best way to keep your customers is to be essential to them. Add value to their life and position your brand as a personality rather than a corporation.Read more >
With the recent release of the Apple Watch, there’s a whole lot of buzz surrounding wearables and fitness watches. The market revolution for these devices is growing five times faster than that of the smart phone* - this trend is undoubtedly huge. It is expected that 180 million wearables will be sold in 2018, a drastic increase from the 50 million units that buyers are expected to snap up this year*5
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This summer period, when your customers are looking to get active and feel good, and when your competitors are offering uninspiring promotions, incentives or rewards, consider incorporating fitness wearables into your strategy.
For marketers and marketing strategies, especially those within the health and fitness industry, using fitness wearables can create a compelling value-adding promotion that can also be incorporated with a variety of TLC Marketing health and wellness rewards.
Last year saw a decline in spending over the Thanksgiving weekend with the average shopper spending an estimated $309.95 - a 6.4% drop from the previous year. *** This drop in 2014 spending raises competition amongst brands and retailers this year; it is going to be a very competitive season, with emphasis on new and innovative ways to attract consumers.
Consumer consensus was that sales promotions last Thanksgiving and Black Friday were ‘nothing new’ compared to others throughout the year. Consumers were unmoved by the retailers’ aggressive discounts and extended Thanksgiving store hours; “I wasn’t lured by any new or exciting promotions.” ***Read more >
Back To School. A time when coupons and dollar-off promotions reign king. You only have to step foot into the supermarket to see brands devaluing themselves with half-price backpacks, drink bottles, school stationary or 2 for 1 lunchbox snacks. Clothing retailers often fall victim to price cutting and bundling too, by discounting school shoes, apparel and accessories.
There is a proven way to stand out on the supermarket shelves while simultaneously adding value. Offer something amazing, something fun; experiences that are exciting to your demographic. TLC Marketing creates emotional connections between brands and their customers by delivering the most engaging rewards and experiences, tailored to each demographic.Read more >
At TLC Marketing we understand the value of experiences. We see first-hand the long term emotional connection they encourage, and we also understand the science behind the success.
An article by Fast Company Exist explores the psychology of the long term effects experiences have, drawing from research of Dr. Thomas Gilovich, a psychology professor at Cornell University. His studies around the happiness economics of the Easterlin Paradox, find that money does buy happiness, but only up to a point.* When we begin to adapt to the purchase and it is no longer new and exciting, from this point, experiences are the key to happiness.Read more >
TLC Marketing USA knows the Value of Hispanic Consumers- launches new division that extends its expertise to the Hispanic market.
It’s a no- brainer. Hispanics are renowned for their love of family, connecting, and forming relationships. TLC Marketing specializes in promotions that encourage emotional connection through ‘experiences’; a perfect alignment.
‘Hispanic’, as a description, refers to an origin or ethnicity, not a race. Hispanic brand awareness, consumption patterns and usage levels are often dramatically different to the general market. TLC knows that Marketers are unable to simply transfer their efforts directly to Hispanics in the US because of historical, contextual, cultural, demographic and financial factors. Every campaign is specifically designed around the demographic, delivering memorable and emotional rewards they love.Read more >
By Amy Robson
This year is the 50th anniversary of the biggest Sporting event in the US- the Super Bowl! The NFL has unveiled a year-long ‘Gold Marketing’ initiative, involving current and past players, coaches and multi- platform marketing support from the NFL and its partners. This 50th celebration is the perfect opportunity to get thinking about how you can design an award winning promotion.
This season the theme is all things Gold, with a gold Super Bowl logo on the field all season long, as well as incorporated into various promotions, uniforms and the sideline apparel from Nike and New Era.Read more >
By Amy Robson
Here in the US, after enduring one of the coldest winters, it seems that consumers are looking to travel, shop, dine out and drink more than ever this summer.
Demand for premium travel in particular is high, with a total of $61 billion predicted to be spent on travel this summer through online travel bookings, a 15% growth from last year.* Out of these, it seems airline bookings are growing the fastest, with a 28% year-over-year growth, the most desirable destinations being London, Paris, Rome, Orlando and New York.*Read more >
By Amy Robson
Its old news that ‘organics’ and those foods labeled as healthy are ‘trending’; they are seeing a continual growth in popularity and are no longer an alternative to mainstream food products. Organic foods are part of the mainstream, they are here to stay.
Not only are organic foods here to stay, they are taking over the aisles and don’t come cheap. While fresh produce is the biggest organic item, consumers are looking out for organic milk, snacks, baby products, cooking oils, juices and even dog foods. There is too, a constant increase in the popularity of health, herbal and fitness supplements.Read more >
By Andrew Broadbent
Brands that are incorporating strategies to offer experienced based rewards in their loyalty programs are going to win and retain more customers compared to companies just offering discounts.
We all have heard of retail loyalty programs and promotions, pretty much every industry offers some type of program in order to attract new and retain existing customers. The problem is, that many of these programs have become mundane and are not offering rewards that are exciting to their members.Read more >
July 4th plays an important role in the lives of Americans. It’s an occasion to celebrate our great nation and its rich history while spending time with friends and family. Americans will attend firework shows, parades, barbecues, picnics, and cookouts to celebrate the birth of America, and throughout the celebrations, consumers will spend massive amounts of money on their favorite brands.
Bearing in mind that 80% of the 320 million Americans will organize a celebration for the occasion, the date is not to be ignored by brand marketers. Only last year, $600 million was spent on fireworks, over $500 million on food ($150 Million on hot dogs alone), $350 million on beer, and $110 million on soda.Read more >
For Americans, summer is all about getting out there - cookouts in the backyard, going on beach vacations, exploring the great outdoors, and enjoying the best in live concerts, amusement parks, and outdoor restaurants. American spend over $1,200 per person on travel between May and September, and the average budget for an outdoor festival is over $150 per person.
But what does that mean for brand managers? Those who are part of the vacation and entertainment industry will not only see a large increase in sales, but will also enter into fierce competition with industry rivals to take a larger claim of consumers’ wallets. Conversely, some feel they won’t stand a chance to capture a meaningful slice of consumer spending, and will give up.Read more >
While Memorial Day is a solemn day of patriotism during which we remember fallen heroes and their contribution to our country’s present, the holiday also shows noticeable effects of consumer spending manifest in certain ubiquitous habits.
In addition to patriotic rituals of remembrance, US citizens enjoy a day spent leisurely reveling in summer activities and cooking savory meals with family and friends. The effects of these traditions are evident on spending habits in preparation for the day. The celebration of Memorial Day on a Monday means that many consumers will have reserved flights, hotels, and accommodations for a three-day summer vacation. Retailers will have placed large orders and stocked shelves to provide for barbecue feasts of all kinds. And as the unofficial Summer kick off, Memorial Day leaves a lasting memory for many people. Similarly for brands, this also presents an easy opportunity to etch a space in the minds of consumers. By offering experiential incentives to enjoy during the long holiday, it’s easy to connect on an emotional level and to add value to lives. We’re not talking about giving away free cozies or lawn chairs, but rather opportunities to enjoy time with friends and family.Read more >
Dads may not be as demanding, but they’re certainly deserving of our affection; while Father’s Day doesn’t reach quite the same magnitude in consumer spending as does Mother’s Day, it’s still an important time for brands to appeal to those gifters looking to show their appreciation. Last year, consumers spent around $12.5 billion on a variety of gifts for the men in their lives according to the National Retail Federation.
In keeping with tradition, 64% of gift givers will get dad a card, and while other heavily purchased gift items were tools, apparel, and electronics, it seems that fathers appreciate more memorable gifts from their families. According to NRF CEO Matthew Shay, “As more people look for ‘experience gifts’ with tickets to baseball games or a day on the golf course, retailers will also make sure to promote their gift cards for families hoping to create the perfect gift package.”Read more >
After the Winter Holidays and the Back-to-School period, Mother’s Day is the third largest occasion for consumer spending in the US. In recent years on Mother’s Day, consumers have spent around $20 billion on the special women in their lives, and this year promises to be no exception. With such a large hype around this major period, companies can do plenty to promote their brands and to capture consumers’ hearts.
While flowers, cards, and jewelry will be among the usual gift suspects, there is a major category of spending that should not be overlooked; according to the National Retail Federation’s 2014 Mother’s Day Spending Survey, $3.8 billion will be spent on brunch or dinner and nearly $1.5 billion will be spent sending mom to the spa. Such personal experiences can provide mom with a lasting memory or a well deserved day of rest and relaxation. So, there’s no doubt that a free beauty treatment or dining experience would make a great incentive to influence spend within a Mother’s day promotion. TLC’s networks of Beauty Salons and Restaurants provide these popular experiences for a back end cost at a fraction of the market price. While coupons, discounts, and cash back offers continue to fall short and hurt brands, rewarding consumers with high perceived-value experiences like beauty treatments or brunch are proven to build brand equity and to drive sales, consumer engagement, and loyalty.Read more >
Companies from the travel, insurance, property, banking, communications and retail sectors were the big winners at the 2014 annual ifs ProShare Awards for their contribution to fostering employee share ownership in what has been a busy year for mergers and acquisitions, corporate restructurings and IPOs.
Among the big winners on the night were TLC Marketing for their efforts in fostering employee share ownership among SMEs, in the category “Best commitment to employee share ownership for small companies with fewer than 250 employees”.Read more >
Believe it or not, Baby Boomers are still kicking. While the prolific generation (born 1946-1964) has begun to show signs of age, these rolling stones aren’t gathering moss. The over 76 million U.S. Boomers control 67% of the country’s wealth, exerting more economic power than any other generation alive (Immersion Active). For Marketers, knowing who they actually are and what they want is key, and this means interrogating common notions that Boomers are stuck in their ways, motivated by tradition, or driven by routine. In actuality, nothing could be further from the truth. The time has come to set aside the Millennial puzzle and to examine the value in speaking to a generation that is clearly still booming.Read more >
The coupon is an immodest charmer, and bit by bit it’s building an impassible wall between consumers and brands.
When hooked on discounts, consumers can’t get enough. They grow dependent on daily deals and search only in the sale section of retail stores. They begin to identify a brand wholly by the strength of their discounts, so that in the absence of “60% off!,” all loyalty wanes, quality is meaningless, and brand value becomes synonymous with a number. Enter a new, disloyal subset of consumer culture that marketers find distant and impossible to engage.Read more >
"95% OF ALL THOUGHT OCCURS IN THE UNCONSCIOUS”-Gerald Zaltman
Emotions play a role not only in our subconscious, but also shape our conscious thoughts about brands, products and services. Contrary to popular belief, our feelings actually shape our conscious thoughts and not the other way around. Because of this, marketers worldwide are investing a lot of resources into discovering exactly what goes on in the subconscious mind of their consumers.
OUR 6TH SENSERead more >
If you have any Italian friends, you’re probably familiar with the "my sauce is better than your sauce" competition. It dates back for decades. It’s a cut-throat tradition that never seems to die out no matter how many champions named and how many tomatoes slaughtered in the battle to take the top spot on the podium. But the fact is, at the end of the day, sauce is sauce and they are all bringing the same thing to the table, literally. If they really want me to name their recipe as Italian sauce of the year, to pick them over the other, they need to show me something different than what I’ve had everywhere else.Read more >
Despite the promises that gaming, the internet and choose-your-own adventure books would destroy linear storytelling, it seems to be here to stay. Maybe more than ever before, we're drowning in stories: from clever tweets and status updates to bloated Super Bowl spots to multi-season, 60-hour-long serialized cable dramas. The efficient single panel gag comic strip has lately morphed into single image memes—the kind that usually feature cats and clutter up your newsfeed. Experiential strains of storytelling are also on the upswing: live standup comedy, improv shows and The Moth-style story slams have all become ubiquitous. All of these stories are neatly boxed and packaged and are just a click away from sharing with all of our friends. There's so much to sift through in all of those boxes and so little of it contains much, if any, value. But we keep looking because we're hungry for something good. We always have time to be blown away.Read more >
You can look but you can’t touch,” means many - sometimes inappropriate - things for a lot of different people, but personally it takes me back to my childhood. For as long as I remember, the moment I’d enter a store with mom, she or the employees would harp on that phrase the entire visit. Who would have imagined this mantra would essentially blossom into the “kryptonite” of the retail sector?
A few years and website discount retailers later we get: showrooming.Read more >
"Things are not what they seem.” We’ve all heard it growing up while learning life’s lessons. And though it appears to be a deceitful and alarming concept, it’s actually become the most effective tool in the marketplace’s arsenal in recent years and marketers have categorized it with two simple words: perceived value.
Every year, we as consumers become more accustomed to how much a bottle of shampoo is worth, or what we might pay for a 12 pack of beer. Commodities like these products are easy to put a price tag on, but what about the everyday experiences and activities that we love and share in our free time? Can you put a price tag on that?Read more >