fbpx
SheCreative Network
Archived

Experience, health and happiness vital trends in 2013

MANILA, FEBRUARY 6, 2013 – (PART 2 OF 2) JWT consulted international and local experts to make sense of the brave new world. The result is the JWT 10 Trends for 2013. The first part can be found here.

 
The second five trends are discussed below:
 
Sensory Explosion
 
Despite a tanking global economy, people are justifying splurges as long as it pleases the senses. This trend can be seen in the booming spa business which offers relaxation at a sky-high price. This actually overrides one’s price sensitivity, Garcia noted. 
 
Neuroscience marketing is already being used extensively in other countries.  A notable example is Dunkin Donuts Aroma Radio campaign in Japan, which saw coffee aroma being released into buses along with the Dunkin Donuts jingle being played on the radio. Although a relatively expensive campaign compared with the usual OOH campaigns, aroma radio actually increased sales by 29 percent. 
 
Philippine brands are gradually adding sensory delights in their marketing strategies such as spas and the Mind Museum in the Fort. Sensory marketing is not a luxury these days but a necessity to get people to leave their laptops and absorb the brand experience in full.
 
Everything is Retail
 
The shopping experience now offers seamless integration between the physical and digital. Although the local study found out that the Philippine market is ready for digital shopping but still uneasy about sharing credit card details online. And, as Garcia pointed out, the Philippine market still offers a unique viewpoint about online shopping in that most Filipinos would still like to touch the product first before paying for it. 
 
Despite the uneasiness that transacting online brings, the Philippines is taking a step towards that direction with Mercury Drug Drive-thru, Cucina Andare-Shakey’s mobile, and CD-R King vendo machine. 
 
Brands can leverage on this trend by aspiring to make shopping easier and faster.
 
Peer Power
 
Brand’s rivals could be a consumer’s friend as peer-to-peer marketing moves beyond goods to a wide range of services, including hospitality and education to tourism and transportation. Peer-to-peer lodging companies abroad are challenging traditional hotels by enabling consumers to host travellers in a wide variety of often unique and affordable accommodation, from couches to rooms to full homes. 
 
In the Philippines, education is being exchanged between peers, knowledge-for-knowledge instead of using money as currency of exchange. Examples include Skillshare, Udemy, Barter Tours and Trade School Manila. 
 
Companies can take advantage of this trend by embracing it and finding more opportunities instead of fighting the trend.
 
Going private in public
 
Living publicly is already the norm in the 21st century. But the need for privacy is essential to separate one’s public and private life. When the private settings in social networking sites are not enough, an innovative example is Argentina’s Norte Photoblocker, a functional beer cooler surrounded by four sensors that can detect the flashes from cameras or cellphones and fire back its own flash to ruin the photos, therefore unusable.
 
With this trend, it is good business for brands to seek to help their consumers.  
 
Health and happiness goes hand-in-hand
 
A happier person is a healthier person. And doctors and brands are increasingly making the connection between the two. Marketing and campaigns for health products such as exercise studios, vitamin brands and spas. 
 
Philippine brands are investing on the trend by positioning multi-vitamin brand Enervon with the tagline, “More Energy Mas Happy”. 
 
In order for brands to take advantage of this trend, happiness should be highlighted as a motivator for health and vice versa. Brands which are not yet in the happiness-is-health-health-is-happiness bandwagon would do well to elevate the connection between the two.  
 

Partner with adobo Magazine

Related Articles

Back to top button