Citysumers’ make up a huge percentage of the worlds GDP…and they have an insatiable appetite for excitement, want instant gratification, are time starved and extremely savvy. If you are not a dominant brand, how do you sell to them?
‘Turn servile’ is the advice from trendwatching.com in a report that claims ‘serving, assisting & lubricating is the new selling’!
70% of US consumers are willing to spend more on brands that provide a greater service (American Express survey, 2011). According to the trendwatching.com report, the branding playing field has become more level where the old order don’t automatically get the upper hand – the report cites 92% of global consumers saying they trust earned media above all other forms….consumers are turning to other consumers for recommendations .
So what do servile brand propositions look like?
- Letting customer try things out first – Chevrolet’s Cobalt was promoted in Brazil by targeting car breakdowns. Stranded drivers needing tow trucks were sent Cobalts & given the opportunity to test drive
- Helping customers to monitor things of interest – This approach has been used by Volkswagen’s Think Blue app which helps customer’s in the Chinese market to monitor how their driving habits are leading to excessive fuel usage in real time. Or, Babolat tennis rackets have inbuilt sensors that give you feedback on your performance.
- Helping customers to find anything in real time – Check out Westfield shopping centre’s new app pinpointing where products can be bought within the shopping centre and a price comparison.
- Helping customers understand in real time – Amsterdam’s Schipol airport has an app for Chinese travellers that translates signs via a recognition system.
- Being there when your customers don’t need you – Ikea surprised Quebec residents last summer when it placed free cardboard posters cum boxes around the city for July 1st the day property leases expire and subsequently a popular moving day.
- Making things more seamless – Dubai’s Red Tomato Pizza company offer customers a fridge magnet which uses Bluetooth functionality to order pizza once the magnet is pressed.
Not all brands need to ‘turn servile’ but for those who do not enjoy a position of dominance, pre-empting consumer lifestyle needs and building this into your proposition is a huge opportunity to resonate with ‘citysumers’
From Bord Bia Food alerts (an excellent site). Link here.