Tag Archives: Steven Litt

Marketers: Make some noise! Problems are Opportunities

Sorry to be insensitive but Problems DO signal opportunities for marketing professionals. Undoubtedly you have already ‘heard’ of some obvious solutions to Noise Pollution –> increased opportunities for hearing aid chains.

But think a step further away, Marketers! There’s also growth in

  • noise-cancelling headphones;
  • improved  sound insulation for the New Construction/ Home Renovation industry;
  • New Product Claims such as quieter vacuums, dishwashers,…
  • New Services such as ‘Quiet Rooms’ where creative people can write their next great novel, screenplay or manuscript.

http://www.businessinsider.com/noise-pollution-effects-human-hearing-health-quality-of-life-2018-1

FMCG ‘old biz’ categories are- surprise! -increasingly shopped online

Omnichannel shopping. If you’re in FMCG marketing and believe that “online is a ‘future’ factor”, you’re already wayyyyyy behind, according to Nielsen.

http://www.nielsen.com/us/en/insights/news/2017/us-fmcg-trends-to-watch-in-2018.html

The Strategy Behind Acquisitions

Acquisitions – why do they happen?  As an Industry guy involved in many takeovers (taking over, and taken over), I’ve seen many strategic reasons for an acquisition. Usually, there’s more than 1 reason in play. I’ve created a crude table (below) listing 17  key reasons.

This is another of those blog posts where I’d love it if industry colleagues would chip in some insights. Students eagerly await your wisdom!

Not shown here: a column describing ‘What Research Can Do’ in each scenario, so Acquisition decisions are made (and initial post-acquisition business moves are made) with greater wisdom. To see THAT column, you must be enrolled as a student at Seneca college – or be an industry partner to the college.

Membership – and paying it forward- has its privileges!

Steven

why acquire a company?

 

How many #trends can you spot?

A fine CSA article calls your attention to several trend-worthy #retail concepts.

http://www.chainstoreage.com/article/now-trending-eight-clicks-bricks-retailers-keep-eye

Feel free to make your own notes on which particular ‘macro’ trends are driving or supporting each of these retail concepts eg CSR (charitable or community involvement), transparency, authentication, customized, artisan or locally crafted, VIP treatment, etc.

If that challenge seems like too much work (or if you’re on a NoThinkingRequired sabbatical), then maybe this article will be less taxing; just two of the above listed trends are driving this new Roots foray:

http://business.financialpost.com/news/retail-marketing/cabin-chic-new-roots-concept-will-customize-your-jacket-and-monogram-your-purse

Steven

Customized Gyms a ‘fitting’ #trend for Millennials

cool L.A. Times article (link below); Millennials are resisting ‘mass targeted’ gyms & fitness activities. As per Chris Anderson’s astute and visionary The Long Tail, more customized fitness ‘experiences’ are imo going to be the fitness trend, beyond Millennials, too!

http://www.latimes.com/business/la-fi-boutique-fitness-20170823-story.html

Enjoy!

Steven

 

Oslo & Steady wins the race

3 new sources of insight on #Retail trends fyi!

10 new ideas or approaches to inspire readers to try new methods, service a different kind of customer, give a new kind of retail experience

http://www.chainstoreage.com/article/americas-top-10-retail-center-experiences

An upcoming ‘call for ideas’ summit on etail-retail- virtual shopping, sponsored by WalM…

http://www.massmarketretailers.com/store-no-8-thrive-global-launch-innov8-v-commerce/

Finally, an example of how to not REACT to trends, but get ahead of them by a Canadian-based retailer that’s imo a benchmark to admire.

http://www.csnews.com/product-categories/fuels/couche-tard-ceo-talks-electric-cars-fuels-future?cc=3

C-stores by definition are positioned based on “convenience” – consider how treacherous that is!  Examples:

  • when Grocery stores opened late, they lost an advantage;
  • when weed became legally available to millions of Canadian  “glaucoma sufferers” (cough cough…) C-stores Dorito & RollingPaper sales took a ‘hit’;
  • when tobacco smoking incidence fell, C-store visits fell

Again & again, C-stores adapted: seizing new opportunities to sell throwaway cellphones & phone cards, lottery tickets, decent coffee, fresh meals, last-minute gifts & cards, and more. Couche-tard is investing to test other ways to drive shoppers to C-stores in Norway, presumably a lead market for e-vehicles.

Consider: many C-stores have traditionally been linked to (located in conjunction with) gassing up a vehicle. If consumers instead charge up their e-vehicle at home at night, what’s to become of C-stores?

Couche-tard is too smart to wait & see; the savvy retailer is getting ahead by trying & measuring different approaches. As a marketer, I applaud this! As an R&D guy, I’ve mixed feelings about a country test market. The scale is terrific, however everything is oh-so-readable… to the competition. My bet is that this move hasn’t escaped the attention of Couch-tard’s global rival, 7-Eleven. Quite possible that right now, in Irving TX and Chiyoda, Japan, note-takers are busily tuning into “Lillehammer’ on Netflix- and managers are booking tickets for a prolonged stay in Norway. They simply can’t ‘affiord’ not to know what Couche-tard is trying.

SL

Geo-data + Kids: Risky Combination

Fine BBC article below on chat apps’ location and pic-sharing services. That alone wouldn’t be so awkward- or risky. But add Minors to the equation and…. it seems a risky scenario that might be exploited by the wrong kinds of people. Will have to see whether more realistic security limits are built than the standard “Are you an adult?” or “Birth date” disclaimers that are so routinely ‘played’ by kids everywhere.

http://www.bbc.com/news/technology-40382876

Shall we expect more regulations? Or self-imposed industry guidelines? In fast evolving categories, it’s tough for Executives to take time from day-to-day duties for long term ‘macro’ issues. Perhaps doubly difficult to see the value of investing time in an industry forum where competitors face up to shared concerns that need attention. But there are strategic advantages to aggressive early self-regulating, versus awaiting the day when bureaucrats jump on this with blanket-style prohibitions that buy votes by pandering to public opinion, when the first (inevitable) tragic ‘Minor harmed’ news story breaks.

Steven

 

Want to be a Research Analyst? Then read Sarah!

Fine blog below; the articulate, diligent Sarah Schmidt (I recommend you follow her!) gathers multiple points of view on the role of Research Analyst.

imo one surprise is how many times you see the same sentiments echoed.

Analysts are talented people and, over the next few years, the industry needs many more of them. Have you got what it takes?  If so, the jobs will be there!

http://blog.marketresearch.com/the-market-research-analyst-role-an-inside-perspective

What does it take for a new platform to become the norm?

Some fine lessons here on why 3D TV – after an exciting start 7 years ago- has expired without ever becoming ‘the new normal’.

http://www.businessinsider.com/3d-tv-is-dead-2017-1

To make that critical shift, a new platform must have a ‘certain magical mix’ of:

  • improved performance or experience over current/new breaking formats;
  • a sufficient, unique supplier content feed;
  • premium but affordable pricing (delicate balancing act!);
  • doesn’t hurt if it gets positive ‘buzz’ eg celeb support; and
  • ..is relatively free from inhibiting negative news/reviews.

3D didn’t cut it, but 4K just might. Consider why betamax, LaserDiscs, Digital tape etc failed to become the norm, but CD’s did. Why Clean Diesel seems doomed to lose out to hydrogen /hybrid engines. Streetcars seem posed to lose out to ‘clean buses’. Why Natural Gas replaced Oil home heating furnaces. Why Netflix replaced Blockbuster-type video stores. Why Blackberry smartphones lost out to those by Apple & Google. Why AltaVista, WebCrawler & Yahoo search lost out to Google. And why Bing hasn’t got Google shaking in its boots.

SL