talk

Latinos have accounted for over half of the population growth in the US for the past ten years, according to a recent study by the Pew Research Center.  An interesting observation regarding this study is that, unlike the past, the growth is being driven primarily by Latinos born in this country.

What does this mean for marketers? Besides the obvious opportunity this group presents, this data shows that there is specific potential for those brands addressing the needs of young parents as well as children. Pay close attention maternity clothes makers, children’s product manufacturers and marketers.

As the economy doldrums set in and few Americans can afford the luxury of that new car, computer upgrade or even that new flat screen TV, it’s the little things that we will rely on to make us happy. It’s a special lunch at our favorite place, a latte indulgence that feels like a hug. It’s Pizza and a movie. It’s take out or a drive-through pick up.

Euripides said: “When a man’s stomach is full it makes no difference whether he is rich or poor.”

This may explain why, although most consumer spending is down, the NRA forecasts that snack and non-alcoholic beverage shops including McDonalds, Starbucks, Dunkin’ Donuts and Jamba Juice, are expected to post growth. And while most retailers are down, Walmart and Costco are posting growth. Surely this must have something to do with their reasonably priced grocery departments.
So, how can we up-sell this concept while ensuring consumers will continue to see value in the experience and in the time and energy saved by dining out?  Here are some simple truths that may go a long way to providing that “extra value’ customers are seeking.

Pamper your customers.
When times are tough and winter is coming on in more ways than one, we all have a basic need to be pampered and taken care of.  This is fulfilled when one dines out, no matter how simple the experience may be. Now would not be the time to skimp on quality of the product or cleanliness of the store. Details like courtesy, greeting your customers by name, overall atmospheric warmth and free samples can go a long way to making them feel welcomed.

Motivate your employees.
Delivering value in an economy where raw food costs are going up, and prices are not, is a tough prospect any way you look at it. Many restaurant and franchise owners are asking how to best build morale when they can’t give their staff a raise or worse, they have to ask them to take a cut. continue reading “Salty Satisfaction. It keeps us happy.”

Excursions to the African and Asian continents have been a persistent theme in 2009 spring shows: surely something to do with the urge to get as far away from the West’s problems as possible. Junya Watanabe and Ralph Lauren have both gone African throughout on their runway. Miuccia’s idea to “move away from all the fussy, couture-derived fashion that has become too heavy and overexploited,” must have really made us all remember that we’ll need truly visceral temptation to get us out shopping.

Regardless of intentions, this years spring shows seemed to be so much more authentic and riveting than previous seasons. With a few exceptions, such as the case of Gucci, designers really seemed to be taking a seeking inspiration in the cultural traditions that precede glamour, and western civilization.

In the case of Watanabe the beauty of it was the way he struck such an attractive balance between tribal references, and his own signatures. He used colorful “African” prints with motifs of apples, hearts, and leaves; he bunched, twisted, and draped them into tops, tunics, and dresses, steadily mixing them with faded denim, in the way that reflected how Western women would wear them; the ruffles of cotton prints bursting out of the hems of long skirts.

For Ralph Lauren, down came last season’s gold antlers and up went a Moroccan lamp. The show opened with a khaki camp shirt that looked like it had just come back from safari and beaded gold harem pants slung with two belts. Interspersed among the other silk-satin takes on that slouchy, relaxed.

In todays world of dramatically reconfigured priorities, Orientalist-modernist mix seemed to be the right answer. For many such as YSL and Dolce & Gabbana the choice was to play it both ways, combing Japanese-inflected austerity with uncompromising risk-taking shapes and hotly desirable accessories. The Oriental themes came out in the towering lacquered chignons, and soft, cocooning shapes inspired by kimono wrapping, and Japanese fishermen’s pants.

In these economically challenged times of conflict and insecurity, fashion leaders are using culture to bring us together reminding us once again, that it is indeed a small world.

At a time when pockets are tight, the general alarm regarding economic decline has given rise to a number of concerns for new-age marketers. A slight edge, a propitious insight, can now make the difference between bankruptcy and billions. This has marketers across the nation scrambling to develop new strategies in a evolving media-scape that they don’t quite understand how to best use, in an effort to gain even an inch.

What marks this economic downturn as unusual are its unique recipients. The Millennials. This generation of brethren, brothas, bros, is the crème of the crop, the best ones yet. Larger (in number) than the Baby Boomers, more well-connected than Oprah, and smarter than you imagined young people could ever be, the Millennials are almost too cool to be true. Born from the early 80’s  to the late 90’s they grew up between the 1990s and 2000s.

This generation of technology-bred, media-soaked, and information-thirsty youth is a class apart, saving wildlife, going ultra-green, and rescuing underprivileged orphans in their spare time. They have not known an era without computers, cell phones or CD’s. They are “the empowered generation” that take information for granted, and make more demands upon what companies can and should offer. Unlike their Gen X predecessors who invented the term “reality bites” Millennials are idealistic and truly believe they can make a difference.

Known as the overachieving, go-getter types, and booked ‘til dinner with extracurricular every day of the week, Millennials have a lot on their plates, at all times. In fact, with today’s MacBooks, Blackberries and the like, Millennials manage to do it all: graduate in greater numbers than ever, score higher on the SATs, volunteer in third-world countries, march against pollution, and somehow still have time to keep in touch with friends in Beijing, Barcelona, and London. It often seems that the more they cram onto their plates, the hungrier they become. They are the “insatiable generation.” This is the live-strong generation, the generation that propelled Barack Obama’s candidacy into a movement.

Socially Millennials are changing the way people keep track of each other, as many feel the more friends they have, the better. The average number of friends for a young American in the 1980s used to range between 5 and 50, whereas the average Millennial today has peers they actively keep in touch with numbering up and beyond the 300 range. More peer-oriented than ever, they constantly chat with friends around the world, having long ago disregarded distance as an obstacle. AIM, MSN, Facebook, MySpace and hundreds of other chat media make it possible to gain perspective into the lives of those sitting thousands of miles away in the blink of an eye. For them, foreign countries the homes of their close friends or family, countries they’ve read about or studied abroad in.

Their own ethnic diversity in population only increases this cross-cultural interaction, as about 20% of Millennials have at least one immigrant parent, and four in ten Millennials are Latin-American, Asian-American, African-American, or of mixed ethnicity. Millennials consider themselves to be informed, empowered citizens of the world; and they are, more than any other generation has ever come close to being so. They understand the power one person can wield online; The big picture behind a single event; They are savvy know-it-alls (especially irritating to technologically challenged Gen-X’ers) and they are coming soon to a work place near you. As consumers they are incredibly selective and informed. They see through brands with X-ray vision, demanding substance beyond the hype.

One could stipulate that the only way to ingratiate them is to tap into what brings them together delivering on multiple platforms messages of innovation, universal coolness and good citizenship. Win over the Millennials, and you’ve won the race. Capture the hearts, minds, and wallets of these not-so-naïve youth, and you’re set for the long term.
Millennials care about what you’re doing for the environment and for world hunger and peace and on top of that they’re still interested in what you can do for them. The good news is, for better or worse, they don’t hold back. Establish a dialogue with them and they’ll quickly let you know exactly what they want.