Presentation to the Swiss Consulate on how to market in AmericaSeven Trends and their Ramifications

October 9, 2009

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Seven Consumer Trends and their

Ramifications

BRAND

BRAND

it’s about relationships.

listen

ENGAGE

b u i l d

inspire

MOBILIZE

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SEVEN

consumers want more participation and even control.

embrace crowdsourcing

give up some control

build in memes

we want to do business with a person,not an institution.

learn social media protocol

put a face, not a logo at the forefront

tap into employee enthusiasm

our relationships with media are more complex than ever

know what mode your consumer is in

be creative and engaging

take your content to your customer

attention spans are shorter.

build relationships

stand for something

maximize your search

expectations a r e h i g h e r .

give people flexibility to apply judgement

build a better user experience into everything

surprise people when they least expect it

there’s no such thing as perfect.only perfects.

enable customization

create multiple versions of messages and product

don’t assume consumer always knows what she wants

the MP3 is good enough.

fast/easy/portable/accessible

don’t waste money on the wrong things

experiment constantly

bake your marketing into the product

think of content as your product, too