Facts and figures
McCann’s Claire Termets pointed out some of the latest trends related to sound; scent; and sight. Regarding sound, it was found that 77% of the wine sold in a wine store was French, when French music was played. A similar trend was recorded for German wine and music, with 73% of the wine sold being German, if the sounds were of a similar heritage. In this research study, Termets highlighted that only one in 40 people realised that they were listening to either French or German music when purchasing the wine. She added that brands which use music that matches their brand identity are 96% more likely to be recalled, and that 24% of consumers are more likely to buy a product from a store that plays music they recall and enjoy.

In terms of scent, it was found that the amount of money gambled in a slot machine at a Las Vegas casino increased by over 45% when the casino was scented. Termets also highlighted that 84% of shoppers are more likely to purchase a product of a higher value in a scented room. Other areas where brands could use scent to facilitate purchases include bars with scented table adverts. In this case, it was found that the sales of the advertised products increased by 79% as opposed to those without scents, which only increased sales by 11%.

Focusing on ‘sight’ as the last of the sensory marketing insights, Termets pointed out that 80% of customers say in-store advertising influences their purchasing decision, and colour increases brand recognition by up to 80%. She ended off by highlighting that colour plays an increasingly important role, with a 28% increase in women drivers favouring purchasing blue cars above any other colour. For men, the main colour of choice when purchasing a new vehicle is currently silver.

Trends
Next, Rob van Rooyen highlighted the latest marketing and advertising trends. These include: sustainable design; ‘function-all’; ‘unservice’; 140 characters; the Consumer Protection Act; sensory branding; and live research.

1. Sustainable design
Sustainable design is not ‘just a green trend’, but something that has to do with the entire business, including its supply chain and product design. “Your business can’t just be great in one area when there are gaps in others. This specifically relates to sustainability and designing it into all parts of your business,” van Rooyen said.

He added that this trend is arising as consumers are becoming increasingly aware of the chains and lines of product development of businesses. Businesses “can’t be good in one area and not in another,” he advised, and recommended that technology be used to bridge any gaps to produce products with a sustainable design. It is necessary for businesses to focus on the whole chain of production and to make sure that this is designed effectively.

Van Rooyen referred to a rise in the trend of designing new products using old ones, and suggested various recycling strategies that marketers and advertisers could adopt to effectively participate in the sustainable design process, by donating old billboards to township dwellers, or recycling them. He said that many companies are now using old material to design new products, and stated that 59% of people are concerned about the environment and the impact of consumption; 66% consider the environment when they choose a product; and 64% of people born in the 1970s and 1980s care about their organisations’ social and environmental efforts.

2. Function-all
The book, The Fortune at the Bottom of the Pyramid, talks about how designing and focusing on products for emerging markets can, in fact, lead to big profits. More importantly, these products do not necessarily have to stay in these markets but can go beyond the bottom to higher hierarchies. This trend looks at how products can have cross-over appeal into developed markets.

Van Rooyen said this trend was mainly about “simple; clean; and clear design,” as well as the value proposition made. He explained that previously, the effects of designing for the bottom of the pyramid had remained there. However, this effect is now starting to affect higher levels of the ‘marketing pyramid’, pointing to the need for frugality and practicality, as well as cheap and simple design. “It has almost become a status symbol when you are not over-reflective of what you’re wearing,” said van Rooyen.

3. Unservice
Providing a self-service facility for a product or service may seem like a neglect of duty, but research shows that consumers like the option of helping themselves when it comes to buying or using a product or service. “Your product may even be turned into a service by initiating ‘unservice’,” said van Rooyen adding that ultimately, choosing this option will save consumers time and businesses money.

Forward-thinking businesses are putting their labour in the hands of their consumers as they see potential in self-service, especially as desire for lower prices and higher efficiency is driven by the ‘unserviced’ market.

4. 140 characters
No-one has time these days to sit and read a lengthy product advertorial, only to find it is not relevant to their interests. Consumers these days are getting used to ‘fast information’ that is easily understood, and has been fuelled by services such as Facebook and Twitter. It is also influencing the way companies provide information and do business. “We’re starting to realise that the culture of SMSing is changing the way we speak and communicate.” Because people are prepared to read just 140 characters, marketers are being forced to be more effective and efficient with their messaging. Not only that, but language is also changing.

“We need to optimise information and think about projecting it in creative ways,” in order to fit the smaller space for communication, stated van Rooyen. “Adverts conveyed quickly and concisely will have a better effect than those that require the reader to plough through text; puzzle over pictures and headlines; figure out complicated charts; or all of these. Advertising therefore needs to reflect this.”

5. The Consumer Protection Act
The Consumer Protection Act, coming into effect at the end of October this year, could severely influence how services and products are marketed. If you get it wrong and consumers are affected, you and partners in your supply chain could face severe consequences – businesses could be fined as much as R1-million, or 10% of annual turnover.

It is said that the Act will help consumers create a stronger base to get targeted, credible information from their consumers, without any lies in the communication process. It will also lead to an increase in consumerism. The act will “force us to be simpler,” said van Rooyen. He highlighted that the three prominent areas of marketing and advertising which will be affected when the Act becomes operational include: no longer being able to make a claim that you can’t back up; claiming service levels which are not apparent; and no longer linking sales to promotions.

6. Sensory branding
Using all five senses in advertising and marketing has a great benefit over just audio or visual or even a combination of the two. Research shows that simply using scents in your stores can greatly influence sales. Linking back to what Termets said earlier, consider the fact that 75% of our emotions are connected to what we smell, rather than what we see and hear.

7. Live research
These days, it is far easier to get instant results from the research you do. Furthermore, you could alter your campaigns based on the live feedback received from consumers. Doing a lengthy and costly focus group may not be necessary, jut look to real time tools to find what you are looking for. “It’s about simplifying data and also the ways in which we get research and data” van Rooyen concluded.

Book review
Richard Hewitt’s latest marketing book review comprised the following books:
The Brave New Service Strategy. Aligning Customer Relationships, Market Strategies and Business Structures, by Barbara A. Gutek and Theresa Welsh; The Geek Gap. Why Business and Technology Professionals Don’t Understand Each Other and Why They Need Each Other to Survive, by Bill Pfleging and Minda Zetlin; Gut Feelings. The Intelligence of the Unconscious, by Gerd Gigerenzer; Leap. A Revolution in Creative Business Strategy, by Rob Schmetterer; and Spent. Sex, Evolution, and Consumer Behaviour, by Geoffrey Miller.