Tags |
|
|
Suggest You - Beehives: How to Attract these New Market Segments
Wouldn't it be nice if everyone got as excited about your company as you are? Unfortunately some businesses just aren't very sexy; in fact, some businesses are downright boring. As a consequence, companies that sell commodity products and routine services tend to rely on presentations that load-up on features, specifications, and statistics that may be relevant to anal-retentive types, but hardly compelling to the vast majority of your audience.There is no reason why every company can't deliver an exciting image to its audience; one that generates the kind of buzz and excitement usually associated with companies like Apple, Victoria's Secret, Benetton, Absolut Vodka, and Sony.It may seem impossible to produce a whole lot of steam for things like sand paper, accounting services, and facial tissue, but
Belief-based products
In the Middle East, cola drinkers link taste to faith when they buy the anti-Western “Mecca Cola.” Part of its corporate philosophy is its pledge to donate 10% of its profits to fund humanitarian projects in the Palestinian territories, and another 10% to charities in the countries in which the drink is sold. This activist stance is reflected in the company slogan, which appears on all its products: “No more drinking stupid, drink with commitment!”
Just like Me
Parents of young daughters are aware of the American Girl doll phenomenon, where customers will spend hours in American Girl Place, shopping for branded dolls, clothing, books, accessories, and memorabilia. American Girl even has its own restaurant, the American Girl Caf? (with a four-month waiting list). Dressed in matching outfits, girls come from all over to dine with their little plastic friends.
I
There are several uses for a business plan, and each requires the plan to be written somewhat differently:You Need To Decide Whether To Start A Business Or Buy A Business.
This plan will help you improve your chances for success and avoid making serious mistakes. You may be the only one who reads this plan, although you should have input from a number of other people with business experience. You need to ask yourself the following questions and incorporate the answers in your business plan:• What does it take to succeed in this type of company?• Do you have the skills and background necessary?• Can you afford to take the risk? What effect would the business' failure have on you?• What is the growth potential for the business? Can it meet your financial expectations and re
“This [population] growth will combine with increasing diversity to create an ever-growing list of market segments,” says Josh Calder, chief editor of the Global Lifestyles project, a research venture of an Arlington, Virginia-based consultancy, Social Technologies. “I saw a professionally made bumper sticker the other day that said, ‘Proud to be Sikh and American.’ Such niches driven by ethnicity, attitudes, and interest will proliferate,” he adds.
As the population increases, traditional niche markets may become difficult for businesses to target with a single marketing strategy. The niche market of today will become a mass market in its own right tomorrow.
These new markets will naturally become segmented not only by nationality or age, but also by spending behavior and other psychographic characteristics. It’s already happening today — as traditional social groups are breaking down, people are meeting their needs for connection through communities of interest, or “beehives,” that express personal identity.
“Beehiving is the growth of tight-knit, alternative communities sharing common values and passions. Marketers must tap into beehive rituals, customs, and language to build trust and patronage,” according to Vickie Abrahamson, co-founder and executive vice president of Minneapolis-based Iconoculture, a trends consulting firm.
The growing tendency to form new, small groups that share common interests, values, activities, and passions ranges from extreme snowboarders to the Happy Camper RV Club. Beehives offer the equivalent of a Good Housekeeping Seal of Approval for consumers, and represent the development of new marketing groups. Their common interests give marketers new and different hot buttons that can be used to attract customers more reliably than age, gender, or ethnicity alone.
How to communicate to beehives
For marketers, beehives are “good news and bad news.” The good news: Beehives help us identify new ways to connect with people, new hot buttons that people are reacting to, and a different way to slice the pie. So many tired and rehashed marketing methods fall on deaf ears that it’s exciting to think there might be something our audiences will listen to and react to in new ways. We just need to speak their language.
The bad news: It’s all new territory, and it’s all over the place. The audience you want to attract is probably fragmented into many different beehives, and you’ll have to learn how to navigate the new waters. For instance, if you’re an organizational communicator, your audience is probably not members of “Your Company Beehive” who are eagerly awaiting your next communication — instead, they could be rollerbladers, poets, NASCAR enthusiasts, etc., and you’ll have to figure out how to grab their common interests to create your own community. If you’re marketing a product, you might want to find out how different beehive segments can use it, and communicate to them individually — at least in some part of your marketing. Interesting, huh?
It does give us all food for thought. And another thing to think about: not all beehives come into being naturally — beehives can be directed, and they can be encouraged. The following is a list of some examples of beehive behavior — some of which were brought about deliberately by experience marketing.
Beehive behavior
Wristband fever
Lance Armstrong and the Wear Yellow campaign made wristbands popular, and groups everywhere started asking you to wear your passion on your wrist. Approximately 55 million people across the globe wear a LIVESTRONG™ wristband in support of people living with cancer.
Online communities
You can find a web group for almost every interest. There are online communities for owners of miniature dachshunds, Star Trek lovers, and migraine sufferers. And more than 85 groups of fans gather online just to discuss the Italian comedian, Beppe Grillo.
Belief-based products
In the Middle East, cola drinkers link taste to faith when they buy the anti-Western “Mecca Cola.” Part of its corporate philosophy is its pledge to donate 10% of its profits to fund humanitarian projects in the Palestinian territories, and another 10% to charities in the countries in which the drink is sold. This activist stance is reflected in the company slogan, which appears on all its products: “No more drinking stupid, drink with commitment!”
Just like Me
Parents of young daughters are aware of the American Girl doll phenomenon, where customers will spend hours in American Girl Place, shopping for branded dolls, clothing, books, accessories, and memorabilia. American Girl even has its own restaurant, the American Girl Caf? (with a four-month waiting list). Dressed in matching outfits, girls come from all over to dine with their little plastic friends.
In
As a nation we have come to accept the idea that good looking people are more likely to get hired than less attractive people. However, there are some physical characteristics we are born with that can cause our hiring likelihood to drop in stock. With the fierce competition to beat out equally qualified candidates for a job, now another hiring trend may put some of us at a disadvantage.In 2004, Yale psychologist, Dr. Marianne La France, conducted a study to compare hair (color, style and cut) to getting hired. Results of this study noted that hair color should be believable, flatter your skin tone, and have a professional appearance (www.casualpower.com). It was also noted within the same article from Casualpower.com that long, bleached blonde hair is the least hired look by employers. According to NACE (Na
These new markets will naturally become segmented not only by nationality or age, but also by spending behavior and other psychographic characteristics. It’s already happening today — as traditional social groups are breaking down, people are meeting their needs for connection through communities of interest, or “beehives,” that express personal identity.
“Beehiving is the growth of tight-knit, alternative communities sharing common values and passions. Marketers must tap into beehive rituals, customs, and language to build trust and patronage,” according to Vickie Abrahamson, co-founder and executive vice president of Minneapolis-based Iconoculture, a trends consulting firm.
The growing tendency to form new, small groups that share common interests, values, activities, and passions ranges from extreme snowboarders to the Happy Camper RV Club. Beehives offer the equivalent of a Good Housekeeping Seal of Approval for consumers, and represent the development of new marketing groups. Their common interests give marketers new and different hot buttons that can be used to attract customers more reliably than age, gender, or ethnicity alone.
How to communicate to beehives
For marketers, beehives are “good news and bad news.” The good news: Beehives help us identify new ways to connect with people, new hot buttons that people are reacting to, and a different way to slice the pie. So many tired and rehashed marketing methods fall on deaf ears that it’s exciting to think there might be something our audiences will listen to and react to in new ways. We just need to speak their language.
The bad news: It’s all new territory, and it’s all over the place. The audience you want to attract is probably fragmented into many different beehives, and you’ll have to learn how to navigate the new waters. For instance, if you’re an organizational communicator, your audience is probably not members of “Your Company Beehive” who are eagerly awaiting your next communication — instead, they could be rollerbladers, poets, NASCAR enthusiasts, etc., and you’ll have to figure out how to grab their common interests to create your own community. If you’re marketing a product, you might want to find out how different beehive segments can use it, and communicate to them individually — at least in some part of your marketing. Interesting, huh?
It does give us all food for thought. And another thing to think about: not all beehives come into being naturally — beehives can be directed, and they can be encouraged. The following is a list of some examples of beehive behavior — some of which were brought about deliberately by experience marketing.
Beehive behavior
Wristband fever
Lance Armstrong and the Wear Yellow campaign made wristbands popular, and groups everywhere started asking you to wear your passion on your wrist. Approximately 55 million people across the globe wear a LIVESTRONG™ wristband in support of people living with cancer.
Online communities
You can find a web group for almost every interest. There are online communities for owners of miniature dachshunds, Star Trek lovers, and migraine sufferers. And more than 85 groups of fans gather online just to discuss the Italian comedian, Beppe Grillo.
Belief-based products
In the Middle East, cola drinkers link taste to faith when they buy the anti-Western “Mecca Cola.” Part of its corporate philosophy is its pledge to donate 10% of its profits to fund humanitarian projects in the Palestinian territories, and another 10% to charities in the countries in which the drink is sold. This activist stance is reflected in the company slogan, which appears on all its products: “No more drinking stupid, drink with commitment!”
Just like Me
Parents of young daughters are aware of the American Girl doll phenomenon, where customers will spend hours in American Girl Place, shopping for branded dolls, clothing, books, accessories, and memorabilia. American Girl even has its own restaurant, the American Girl Caf? (with a four-month waiting list). Dressed in matching outfits, girls come from all over to dine with their little plastic friends.
I
Despite what many people may say, a job search does not have to be an unpleasant experience. There are those people who choose to take charge of the process, who actually find the process to be very rewarding and stimulating. Conducting a job search is in many ways a self discovery process and an opportunity to put your true endurance and attitude skills to the test.Here is the secret to experiencing job search success: Be Productive, Be Proactive, Be Positive, Be Persistent, and Be Polished. It is a very easy formula to follow: Do your homework on what you want to do and where you would ideally like to do it. Do more than you think is necessary before it needs to be done. Maintain a positive attitude, it will make all the difference in the world. Don’t give up too easily, good jobs go to those who “keep at
How to communicate to beehives
For marketers, beehives are “good news and bad news.” The good news: Beehives help us identify new ways to connect with people, new hot buttons that people are reacting to, and a different way to slice the pie. So many tired and rehashed marketing methods fall on deaf ears that it’s exciting to think there might be something our audiences will listen to and react to in new ways. We just need to speak their language.
The bad news: It’s all new territory, and it’s all over the place. The audience you want to attract is probably fragmented into many different beehives, and you’ll have to learn how to navigate the new waters. For instance, if you’re an organizational communicator, your audience is probably not members of “Your Company Beehive” who are eagerly awaiting your next communication — instead, they could be rollerbladers, poets, NASCAR enthusiasts, etc., and you’ll have to figure out how to grab their common interests to create your own community. If you’re marketing a product, you might want to find out how different beehive segments can use it, and communicate to them individually — at least in some part of your marketing. Interesting, huh?
It does give us all food for thought. And another thing to think about: not all beehives come into being naturally — beehives can be directed, and they can be encouraged. The following is a list of some examples of beehive behavior — some of which were brought about deliberately by experience marketing.
Beehive behavior
Wristband fever
Lance Armstrong and the Wear Yellow campaign made wristbands popular, and groups everywhere started asking you to wear your passion on your wrist. Approximately 55 million people across the globe wear a LIVESTRONG™ wristband in support of people living with cancer.
Online communities
You can find a web group for almost every interest. There are online communities for owners of miniature dachshunds, Star Trek lovers, and migraine sufferers. And more than 85 groups of fans gather online just to discuss the Italian comedian, Beppe Grillo.
Belief-based products
In the Middle East, cola drinkers link taste to faith when they buy the anti-Western “Mecca Cola.” Part of its corporate philosophy is its pledge to donate 10% of its profits to fund humanitarian projects in the Palestinian territories, and another 10% to charities in the countries in which the drink is sold. This activist stance is reflected in the company slogan, which appears on all its products: “No more drinking stupid, drink with commitment!”
Just like Me
Parents of young daughters are aware of the American Girl doll phenomenon, where customers will spend hours in American Girl Place, shopping for branded dolls, clothing, books, accessories, and memorabilia. American Girl even has its own restaurant, the American Girl Caf? (with a four-month waiting list). Dressed in matching outfits, girls come from all over to dine with their little plastic friends.
I
Every action has a corresponding reaction, as they say. The end result may be dependent on how you acted on a particular situation. Although, there are situations where end results are uncontrollable due to some factors.The perks and drawbacks of working as a freelance copywriter will most likely depend on how you manage every situation. Some can well be managed within your reach while there will always be situations wherein you will have no control over.1. It’s all about time.Most copywriters tend to go freelance because of the issue about time. Freelancers are their own time-keepers, the best advantage they have over the ones tied inside a cubicle working eight hours a day or doing overtime even during weekends or holidays. Freelance copywriters can accept or reject work based on their availa
It does give us all food for thought. And another thing to think about: not all beehives come into being naturally — beehives can be directed, and they can be encouraged. The following is a list of some examples of beehive behavior — some of which were brought about deliberately by experience marketing.
Beehive behavior
Wristband fever
Lance Armstrong and the Wear Yellow campaign made wristbands popular, and groups everywhere started asking you to wear your passion on your wrist. Approximately 55 million people across the globe wear a LIVESTRONG™ wristband in support of people living with cancer.
Online communities
You can find a web group for almost every interest. There are online communities for owners of miniature dachshunds, Star Trek lovers, and migraine sufferers. And more than 85 groups of fans gather online just to discuss the Italian comedian, Beppe Grillo.
Belief-based products
In the Middle East, cola drinkers link taste to faith when they buy the anti-Western “Mecca Cola.” Part of its corporate philosophy is its pledge to donate 10% of its profits to fund humanitarian projects in the Palestinian territories, and another 10% to charities in the countries in which the drink is sold. This activist stance is reflected in the company slogan, which appears on all its products: “No more drinking stupid, drink with commitment!”
Just like Me
Parents of young daughters are aware of the American Girl doll phenomenon, where customers will spend hours in American Girl Place, shopping for branded dolls, clothing, books, accessories, and memorabilia. American Girl even has its own restaurant, the American Girl Caf? (with a four-month waiting list). Dressed in matching outfits, girls come from all over to dine with their little plastic friends.
I
With the expansion of the internet and financial stability within the economy, many people are now taking the big step of starting up their own business. This article will look at a single personal attribute that is needed if you want to make that business a success.Being organised is the most important attribute a person needs if they want to be successful in the world of business. Nowadays, many business managers are disorganised however these people generally rely on the services of organised assistants and secretaries. Many disorganised managers run financially successful companies; however is money the only gauge to measure the success of a business? My own thoughts are; having a successful business is NOT purely about money, there are other factors to consider. The happiness of your workforce, health i
Belief-based products
In the Middle East, cola drinkers link taste to faith when they buy the anti-Western “Mecca Cola.” Part of its corporate philosophy is its pledge to donate 10% of its profits to fund humanitarian projects in the Palestinian territories, and another 10% to charities in the countries in which the drink is sold. This activist stance is reflected in the company slogan, which appears on all its products: “No more drinking stupid, drink with commitment!”
Just like Me
Parents of young daughters are aware of the American Girl doll phenomenon, where customers will spend hours in American Girl Place, shopping for branded dolls, clothing, books, accessories, and memorabilia. American Girl even has its own restaurant, the American Girl Caf? (with a four-month waiting list). Dressed in matching outfits, girls come from all over to dine with their little plastic friends.
Investing and real estate clubs
Scores of people who wouldn’t otherwise leave their homes are getting together once or twice a month to learn and talk about finance and investing. They invite speakers, have group projects, exchange tips, and go on trips together.
The bottom line buzz
All of these groups are bound together by their chosen interests and passions; that’s what makes them strong. It wasn’t necessarily that the people in them were born at a certain time, or as a certain gender, or into a certain ethnicity, or had anything else happen to them that was beyond their control — they chose these groups, they made an effort to belong. As the population continues to increase, people will continue to form new beehives, and new markets will appear that will segment by spending behavior and other psychographic characteristics. Marketers can take advantage of this trend by recognizing these beehives, taking note of how they affect spending and behavior, and tapping into what makes them tick — and then communicating to them on their own terms.
Sources:
American Demographics
Fast Company
CityGuide.aol.com
Wikipedia.org
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.suggestyou.com/article/26375/suggestyou-Beehives-How-to-Attract-these-New-Market-Segments.html">Beehives: How to Attract these New Market Segments</a>
BB link (for phorums):
[url=http://www.suggestyou.com/article/26375/suggestyou-Beehives-How-to-Attract-these-New-Market-Segments.html]Beehives: How to Attract these New Market Segments[/url]
Related Articles:
Business Is Creator's Creation- Obey the Orders of The Lord!
Bookmark it:
|