last word
Messaging
Grace Hewlett
Trendwatching.com is a treasure trove of information on consumer and retail trends. Here are just a few recent tidbits from this subscription-based resource about messaging that does—and doesn’t—resonate with today’s critical consumers.
| WHO’S TRUSTWORTHY? |
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When it comes to brand information, consumers trust… 92% friend and family recommendations 70% online consumer reviews 47% TV ads (that’s less than half!) |
| KEEP IT SIMPLE |
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115%… That’s how much more likely consumers say they are to recommend brands that simplify the decision-making process vs. products that don’t. |
| ACT RESPONSIBLY |
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Though consumers remain cynical about companies’ good intentions, they are nonetheless more likely to buy from businesses that try to show they care. 64% More than six out of 10 consumers believe that businesses only act socially responsible to improve image and sales. NINE OUT OF 10 More than 87 percent of consumers say they think businesses should emphasize social interests as much as business ones. 1/4+ Edelman reports that “purpose” has grown by 26 percent as a purchasing trigger since 2008. |
Tying it Together
New is NOW. Helping consumers in their search for the newest is something Nike does well. Using a Twitter-based reservation system, the sneaker king recently launched several limited-edition styles. On the day of a given release, stores carrying the product randomly tweeted product hashtags, and the first shoppers to include it in a message to the store could reserve a pair.
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