If you have ever been around a marketing conversation, you will hear terms like ROI, analytics, traditional media, interactive media, market testing, CPM, etc. What they fail to discuss is "BRANDING".
With consumers buying less, brands who brand during the recession may be the ones to emerge on top when the good times are back.
Integration will be key to branding. Advertisers are shifting their dollars from expensive traditional methods to the better deal that is online advertising. Of course, all that bidding will drive up prices so we will find out what the most cost effective method is. Keep in mind, it all depends on your product/service and your objectives. But this might lead to better deals for offline channels, which can make that integrated marketing campaign bloom.
Whatever your strategy is, make sure you stay visible during the recession! If your brand needs revamped or your website/logo is outdated, now is a great time to do it. You might just be the first to turn to when people are looking to go shopping again.
For more information, please visit www.LuxuriaMarketing.com
Sunday, May 31, 2009
Saturday, March 28, 2009
Who Watches the Most TV and Video? Young Boomers New Study Parses 952 Days of Watching Screens
I thought this article/study written by Ad Age was interesting….
A sweeping study of media habits has determined that young boomers use digital platforms more than previously thought and that consumers under the age of 35 watch more live TV than expected. At the same time, evidence is mounting that traditional TV use is in decline among consumers in advertisers' favorite age demographic, between 18 and 34.
The Council for Research Excellence, a group funded by Nielsen, recorded consumer exposure to visual content presented on any of four categories of screens: traditional TV, computer, mobile devices and out of home, which include cinema, in-store and even GPS devices. All told, the study generated data covering more than three-quarters of a million minutes or a total of 952 observed days. The study relied on a core group of 350 participants, but that was supplemented by other groups of candidates as needed.
TV still king
Overall, live TV usage led all video time by a large margin, followed by consumption of DVDs and then digital-video-recorder usage. The study was conducted by researchers from Ball State University's Center for Media Design and Sequent Partners.
The $3.5 million study found that younger baby boomers between the ages of 45 and 54 consume the most video media, taking in an average of just over nine-and-a-half hours each day. Of that time, 336 minutes per day, more than five-and-a-half hours, was devoted to live TV. The young boomers also use the web an average of 46 minutes, DVR playback 17 minutes, and e-mail 51 minutes.
Meanwhile, consumers between the ages of 18 and 34 take in an average of eight-and-a-half hours of media overall, with 210 minutes -- about three-and-a-half hours -- devoted to live TV. The youngest consumers devote an average of 67 minutes to the web, 34 minutes to DVR playback and 20 minutes to email.
The young boomers "adopted the behavior of two different groups of people -- one group that's younger when it comes to digital media and one group that's older when it comes to TV," Bill Moult, founding partner of Sequent Partners, said during a presentation of the research today.
Fodder for broadcasters
The study will no doubt give ballast to broadcasters and cable companies, which have labored to convince advertisers that viewers are not skipping ads as much as conventional wisdom suggests they do.
DVRs will be in just more than 30% of U.S. TV households by the end of the year, according to Interpublic Group of Cos.' Magna, and TV advertising is now purchased with some attention paid to the number of viewers who skip commercials when they watch their favorite shows days later with a recording device.
The research could also serve to emphasize marketers' desire for live-TV audiences, people who feel it necessary to view a program or event as it happens, rather than hours or days later. The study also suggested that early adopters of DVRs spent more time with playback than did newer DVR owners.
One finding could send chills across backers of other traditional media outlets. The Center for Research Excellence determined that the study suggested computer screens have displaced radio as the No. 2 media activity among consumers, with print now coming in fourth.
A sweeping study of media habits has determined that young boomers use digital platforms more than previously thought and that consumers under the age of 35 watch more live TV than expected. At the same time, evidence is mounting that traditional TV use is in decline among consumers in advertisers' favorite age demographic, between 18 and 34.
The Council for Research Excellence, a group funded by Nielsen, recorded consumer exposure to visual content presented on any of four categories of screens: traditional TV, computer, mobile devices and out of home, which include cinema, in-store and even GPS devices. All told, the study generated data covering more than three-quarters of a million minutes or a total of 952 observed days. The study relied on a core group of 350 participants, but that was supplemented by other groups of candidates as needed.
TV still king
Overall, live TV usage led all video time by a large margin, followed by consumption of DVDs and then digital-video-recorder usage. The study was conducted by researchers from Ball State University's Center for Media Design and Sequent Partners.
The $3.5 million study found that younger baby boomers between the ages of 45 and 54 consume the most video media, taking in an average of just over nine-and-a-half hours each day. Of that time, 336 minutes per day, more than five-and-a-half hours, was devoted to live TV. The young boomers also use the web an average of 46 minutes, DVR playback 17 minutes, and e-mail 51 minutes.
Meanwhile, consumers between the ages of 18 and 34 take in an average of eight-and-a-half hours of media overall, with 210 minutes -- about three-and-a-half hours -- devoted to live TV. The youngest consumers devote an average of 67 minutes to the web, 34 minutes to DVR playback and 20 minutes to email.
The young boomers "adopted the behavior of two different groups of people -- one group that's younger when it comes to digital media and one group that's older when it comes to TV," Bill Moult, founding partner of Sequent Partners, said during a presentation of the research today.
Fodder for broadcasters
The study will no doubt give ballast to broadcasters and cable companies, which have labored to convince advertisers that viewers are not skipping ads as much as conventional wisdom suggests they do.
DVRs will be in just more than 30% of U.S. TV households by the end of the year, according to Interpublic Group of Cos.' Magna, and TV advertising is now purchased with some attention paid to the number of viewers who skip commercials when they watch their favorite shows days later with a recording device.
The research could also serve to emphasize marketers' desire for live-TV audiences, people who feel it necessary to view a program or event as it happens, rather than hours or days later. The study also suggested that early adopters of DVRs spent more time with playback than did newer DVR owners.
One finding could send chills across backers of other traditional media outlets. The Center for Research Excellence determined that the study suggested computer screens have displaced radio as the No. 2 media activity among consumers, with print now coming in fourth.
Friday, March 20, 2009
To overcome a negative media environment, you need to Communicate, Market and address all concerns effectively.
According to an alarming study from independent PR shop Waggener Edstrom Worldwide and RT Strategies, only 8% of American consumers have full confidence in banks and other financial service companies.
Whether it's because of AIG and Bernie Madoff, the entire industry has been painted with the same brush and labeled as greedy and indifferent to the daily struggles of everyday consumers. And part of the problem is that these companies aren't communicating with their customers.
The study shows that most people have either heard nothing from the industry or don't really like what they are hearing on the news.
Per the recent survey, almost half (44%) of the 1,000 consumers polled between Feb. 28 and March 2 said they have heard something from the industry, either through traditional or new-media outlets, but felt more negative about the industry after hearing it. Another 38% said banks and financial institutions haven't communicated with them at all. A mere 11% said they actually heard something from a bank or financial services company that made them feel better about the industry after hearing it.
"They are clearly in the midst of what has been a fairly negative media environment," said Torod Neptune, senior VP-global public affairs at Waggener Edstrom in the recent study. "Americans are listening to what banks have to say right now there's just not a lot being said."
Mr. Neptune also said the study revealed that there was actually a window of opportunity for the industry to earn back the trust of consumers. That window, however, is closing fast he said.
"It's an extremely hostile environment and it's very unique in the midst of such hostility that consumers are still giving the industry somewhat a benefit of the doubt," he said. "There are actually some pretty hopeful signs here they just need to take advantage of these opportunities."
He's referring to the study's finding that not everyone thinks that the banks and other recipients of federal funds were using that money for bonuses. More than a quarter (28%) of those polled said they felt "banks are using the recently acquired federal funds to make consumer loans," another 23% said "they were using the funds to make business loans" while 27% felt "they were holding the funds in reserve." Only 21% said they thought companies were using those funds to pay salaries and bonuses.
So just who exactly do consumers think is doing the best job of addressing the current financial crisis? An overwhelming majority (69%) believe President Barack Obama is doing more to address the situation, while only 12% think the industry is taking the lead.
Mr. Neptune said he still thinks the industry has a chance to do right the ship.
"The industry hasn't been written off entirely," he said. "But in the absence of their doing something and engaging in some type of dialogue their opportunity is going to disappear pretty quickly here."
Whether it's because of AIG and Bernie Madoff, the entire industry has been painted with the same brush and labeled as greedy and indifferent to the daily struggles of everyday consumers. And part of the problem is that these companies aren't communicating with their customers.
The study shows that most people have either heard nothing from the industry or don't really like what they are hearing on the news.
Per the recent survey, almost half (44%) of the 1,000 consumers polled between Feb. 28 and March 2 said they have heard something from the industry, either through traditional or new-media outlets, but felt more negative about the industry after hearing it. Another 38% said banks and financial institutions haven't communicated with them at all. A mere 11% said they actually heard something from a bank or financial services company that made them feel better about the industry after hearing it.
"They are clearly in the midst of what has been a fairly negative media environment," said Torod Neptune, senior VP-global public affairs at Waggener Edstrom in the recent study. "Americans are listening to what banks have to say right now there's just not a lot being said."
Mr. Neptune also said the study revealed that there was actually a window of opportunity for the industry to earn back the trust of consumers. That window, however, is closing fast he said.
"It's an extremely hostile environment and it's very unique in the midst of such hostility that consumers are still giving the industry somewhat a benefit of the doubt," he said. "There are actually some pretty hopeful signs here they just need to take advantage of these opportunities."
He's referring to the study's finding that not everyone thinks that the banks and other recipients of federal funds were using that money for bonuses. More than a quarter (28%) of those polled said they felt "banks are using the recently acquired federal funds to make consumer loans," another 23% said "they were using the funds to make business loans" while 27% felt "they were holding the funds in reserve." Only 21% said they thought companies were using those funds to pay salaries and bonuses.
So just who exactly do consumers think is doing the best job of addressing the current financial crisis? An overwhelming majority (69%) believe President Barack Obama is doing more to address the situation, while only 12% think the industry is taking the lead.
Mr. Neptune said he still thinks the industry has a chance to do right the ship.
"The industry hasn't been written off entirely," he said. "But in the absence of their doing something and engaging in some type of dialogue their opportunity is going to disappear pretty quickly here."
Thursday, March 19, 2009
Mexico Tourist Areas Safe, Hotels Say
Hotel and tourism officials in Mexico say the country’s tourism areas are safe - and get backing from US officials. Tourist areas in Mexico are safe for American visitors, local tourist and U.S. government officials say. “We recognize that there is concern over the drug trafficking violence in our country,” says Jorge Apaez, President of Mexico operations for UK-based hotel giant Inter-Continental Hotels group, which owns brands like Holiday Inn and Crowne Plaza.
Last week, Bill O’Reilly of the O’Reilly Factor on Fox News urged an American travel boycott of all Mexican destinations, not just those singled out by U.S. officials as dangerous such as Ciudad Juarez, the nation’s most violent city. “It’s important to be informed and conscious of the different areas and not send the message that the whole country is a risky destination,” Apaez says.
Travel to Mexico benefits not only that country, but also the U.S. economy at a time of crisis, he argues. “It generates revenues and jobs even within the United States,” Apaez says.
Meanwhile, Americans benefit since Mexico now offers an exceptionally inexpensive vacation alternative thanks to the depreciation of the local currency. “Our currency now trades at 15 to the dollar, which makes Mexico a real godsend,” he says.
The peso, the worst performer among the world’s most-traded currencies in the past six months, will weaken another 17 percent by year-end as the nation’s twin deficits swell, prominent local economist Rogelio Ramirez de la O told Bloomberg yesterday.
Last year, 18.3 million tourists visited Mexico. Cancun is the top destination, with more than two million American tourists last year. Hotel officials in Cancun emphasize that the city is safe and the city’s hotel zone has been unscathed from the drug violence affecting border areas a thousand miles away.
Apaez says that Inter-Continental’s properties in Cancun boasted 74 percent occupancy in January, while the Holiday Inn in Puerto Vallarta managed to reach 96 percent.
Even the worst cities affected by the violence such as Ciudad Juarez and Chihuahua managed to achieve occupancy rates of 70 percent and 62 percent last year. “These results show that travel continues,” he says.
Last week, Bill O’Reilly of the O’Reilly Factor on Fox News urged an American travel boycott of all Mexican destinations, not just those singled out by U.S. officials as dangerous such as Ciudad Juarez, the nation’s most violent city. “It’s important to be informed and conscious of the different areas and not send the message that the whole country is a risky destination,” Apaez says.
Travel to Mexico benefits not only that country, but also the U.S. economy at a time of crisis, he argues. “It generates revenues and jobs even within the United States,” Apaez says.
Meanwhile, Americans benefit since Mexico now offers an exceptionally inexpensive vacation alternative thanks to the depreciation of the local currency. “Our currency now trades at 15 to the dollar, which makes Mexico a real godsend,” he says.
The peso, the worst performer among the world’s most-traded currencies in the past six months, will weaken another 17 percent by year-end as the nation’s twin deficits swell, prominent local economist Rogelio Ramirez de la O told Bloomberg yesterday.
Last year, 18.3 million tourists visited Mexico. Cancun is the top destination, with more than two million American tourists last year. Hotel officials in Cancun emphasize that the city is safe and the city’s hotel zone has been unscathed from the drug violence affecting border areas a thousand miles away.
Apaez says that Inter-Continental’s properties in Cancun boasted 74 percent occupancy in January, while the Holiday Inn in Puerto Vallarta managed to reach 96 percent.
Even the worst cities affected by the violence such as Ciudad Juarez and Chihuahua managed to achieve occupancy rates of 70 percent and 62 percent last year. “These results show that travel continues,” he says.
Monday, March 2, 2009
What Medium Is as Effective as Ever: TV
By Ad Age
The drumbeat of doom for TV advertising has sounded for more than a decade -- DVRs, channel surfing, fragmentation, clutter, the flight to digital media ... Jay Leno moving to prime time. Now the recession has even TV's most reliable moneybags of yore, such as Procter & Gamble and General Motors, yanking big wads of cash off the table.
Yet a funny thing is emerging from the smoldering ruins of what may be the ugliest quarter TV has ever encountered financially: a growing body of evidence which suggests not only that TV advertising still works, but that it may be working better than ever. Analyses by people and companies that have studied or made bets on advertising effectiveness for years find no evidence that all of the problems TV advertising faces have done anything to render it less effective.
A seven-figure ethnographic study due to be released next month by the Nielsen Co.-funded Council for Research Excellence from research firm Sequent and the Center for Media Design at Ball State University appears set to punctuate that point, finding that TV remains the dominant medium even for reaching youth, despite the inroads of digital and social media, according to a person familiar with the research.
If time shifting, ad skipping or clutter really were rendering TV less effective, then it should show up in marketing-mix analyses that have been done since the early 1990s as a lower average sales lift per gross rating point over time.
It doesn't, according to Marketing Management Analytics (MMA),* a unit of Aegis Group's Synovate. "We haven't seen a significant trend in the erosion of effectiveness of TV," said Douglas Brooks, senior VP of MMA. In fact, MMA, which reports to clients each year on its findings regarding aggregate TV effectiveness, has seen a slight uptick in effectiveness in recent years.
Offline driving online
MMA also has found a surprising spillover effect for TV in digital media: About a third of search queries for brands studied are driven by offline advertising, particularly TV -- a higher proportion than that driven by online-display advertising, Mr. Brooks said.
Leonard Lodish, a marketing professor at Wharton and one of the authors of the 1995 "Why Advertising Works" study, has discovered equally surprising results. He's found that TV advertising actually became more effective, not less, after 1995, in a paper published in 2007 by the Journal of Advertising Research, soon to be updated in a new study now awaiting publication by the same journal.
He got at the findings differently than MMA, and with less statistical modeling required, by using data from Information Resources Inc.'s BehaviorScan markets and other matched-market tests that compared different levels of spending in different test markets. Specifically, the average volume lift from incremental TV spending has increased since 1995, according to the study by Mr. Lodish, Wharton colleague Abba Krieger and University of Houston marketing professor Ye Hu.
One reason could be that commercial avoidance, fragmentation and clutter actually increased the reward from spending more. But the study also found a similar, if smaller, improvement since 1995 in volume lift for brands when they had any amount of TV vs. having none at all.
Creative matters
That's obviously a serious caveat to the value of spending on TV. The other caveat is one that other marketing-mix analysts also report from client work that creative quality makes a big difference, in many cases explaining more about success and failure than media choices.
Mr. Lodish said he still doesn't really know how TV advertising effectiveness could have increased since 1995. Mr. Brooks can't really explain it either, though he has a theory that the highly analytical clients using marketing-mix modeling or matched-market tests may compensate for the impact of DVRs, fragmentation and clutter by making smarter bets.
"When the fish get finicky," he said, "it makes you a better fisherman. The presentation of the bait and how it's delivered -- getting it in the right spot at the right time -- becomes critical."
The other question Mr. Brooks often hears these days is whether recession historically has caused the average sales lift per GRP to decline. The answer, at least based on data from the relatively mild recession of 2000-2001, is no.
The drumbeat of doom for TV advertising has sounded for more than a decade -- DVRs, channel surfing, fragmentation, clutter, the flight to digital media ... Jay Leno moving to prime time. Now the recession has even TV's most reliable moneybags of yore, such as Procter & Gamble and General Motors, yanking big wads of cash off the table.
Yet a funny thing is emerging from the smoldering ruins of what may be the ugliest quarter TV has ever encountered financially: a growing body of evidence which suggests not only that TV advertising still works, but that it may be working better than ever. Analyses by people and companies that have studied or made bets on advertising effectiveness for years find no evidence that all of the problems TV advertising faces have done anything to render it less effective.
A seven-figure ethnographic study due to be released next month by the Nielsen Co.-funded Council for Research Excellence from research firm Sequent and the Center for Media Design at Ball State University appears set to punctuate that point, finding that TV remains the dominant medium even for reaching youth, despite the inroads of digital and social media, according to a person familiar with the research.
If time shifting, ad skipping or clutter really were rendering TV less effective, then it should show up in marketing-mix analyses that have been done since the early 1990s as a lower average sales lift per gross rating point over time.
It doesn't, according to Marketing Management Analytics (MMA),* a unit of Aegis Group's Synovate. "We haven't seen a significant trend in the erosion of effectiveness of TV," said Douglas Brooks, senior VP of MMA. In fact, MMA, which reports to clients each year on its findings regarding aggregate TV effectiveness, has seen a slight uptick in effectiveness in recent years.
Offline driving online
MMA also has found a surprising spillover effect for TV in digital media: About a third of search queries for brands studied are driven by offline advertising, particularly TV -- a higher proportion than that driven by online-display advertising, Mr. Brooks said.
Leonard Lodish, a marketing professor at Wharton and one of the authors of the 1995 "Why Advertising Works" study, has discovered equally surprising results. He's found that TV advertising actually became more effective, not less, after 1995, in a paper published in 2007 by the Journal of Advertising Research, soon to be updated in a new study now awaiting publication by the same journal.
He got at the findings differently than MMA, and with less statistical modeling required, by using data from Information Resources Inc.'s BehaviorScan markets and other matched-market tests that compared different levels of spending in different test markets. Specifically, the average volume lift from incremental TV spending has increased since 1995, according to the study by Mr. Lodish, Wharton colleague Abba Krieger and University of Houston marketing professor Ye Hu.
One reason could be that commercial avoidance, fragmentation and clutter actually increased the reward from spending more. But the study also found a similar, if smaller, improvement since 1995 in volume lift for brands when they had any amount of TV vs. having none at all.
Creative matters
That's obviously a serious caveat to the value of spending on TV. The other caveat is one that other marketing-mix analysts also report from client work that creative quality makes a big difference, in many cases explaining more about success and failure than media choices.
Mr. Lodish said he still doesn't really know how TV advertising effectiveness could have increased since 1995. Mr. Brooks can't really explain it either, though he has a theory that the highly analytical clients using marketing-mix modeling or matched-market tests may compensate for the impact of DVRs, fragmentation and clutter by making smarter bets.
"When the fish get finicky," he said, "it makes you a better fisherman. The presentation of the bait and how it's delivered -- getting it in the right spot at the right time -- becomes critical."
The other question Mr. Brooks often hears these days is whether recession historically has caused the average sales lift per GRP to decline. The answer, at least based on data from the relatively mild recession of 2000-2001, is no.
Wednesday, February 11, 2009
How to Overcome the Economic Crisis
With the financial meltdown striking the US and spreading to the other parts of the world, many corporations continue to close down and layoff workers. It is only natural to feel uncertainty in the marketplace and concerned for your business. Does this mean you should to stop branding your company? I strongly suggest that sitting back and waiting for things to improve is not an effective strategy to increase sales and certainly your brand image. You need to speculate to accumulate.
In order to be effective, you must explore options within certain advertising venues that can benefit your products and/or services that won’t cost you a fortune. In these difficult times you still need to keep your existing customers happy. Now, to ensure their repeat business you need to create greater visibility of your company in which will help acquire new customers.
Whether your company is in need of a powerful advertising tool such as TV, Print, Cinema, Web, etc. that will reach the masses or a strategy that focuses on rebranding your identity, understand consumer respect and trust will increase profitability. One of the most successful ways to brand your company image is to strategically market and generate an interest to both existing and potential clients.
Luxuria Marketing, Inc.
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
In order to be effective, you must explore options within certain advertising venues that can benefit your products and/or services that won’t cost you a fortune. In these difficult times you still need to keep your existing customers happy. Now, to ensure their repeat business you need to create greater visibility of your company in which will help acquire new customers.
Whether your company is in need of a powerful advertising tool such as TV, Print, Cinema, Web, etc. that will reach the masses or a strategy that focuses on rebranding your identity, understand consumer respect and trust will increase profitability. One of the most successful ways to brand your company image is to strategically market and generate an interest to both existing and potential clients.
Luxuria Marketing, Inc.
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
Monday, January 26, 2009
Tourism: Russia Continues to Soar
When America sneezes, it seems that the rest of the world catches a cold... But one of the few markets that has remained intact is Russia.
Its outbound tourism market grew 17 percent in 2007, making it the ninth largest outbound market in the world, and initial findings for 2008 report strong growth. By 2010, Russia is set to overtake Germany.
One of the most effect ways to explor Russia’s travel trade is by attending Moscow International Travel & Tourism (MITT). The country’s largest and most important travel trade event, MITT attracts over 92,000 buyers from across Russia and is ranked among the world’s top five travel and tourism exhibitions.
The 16th MITT takes place at the Expo Center in Moscow, March 18-21 2009, and will feature more than 3,000 exhibitors, drawn from 118 countries/regions. More than 70 national/regional tourism boards will be participating, and new destinations include Colombia, Panama, Costa Rica, Macao, Japan and Hainan. Meanwhile Indonesia and Sri Lanka have increased their stands dramatically as the arrivals from Russia grow every year. Four days later, March 25-27, Ukraine International Travel & Tourism, UITT, takes place at the IEC Kiev.
This year also marks the start of a new partnership between Dubai and the leading travel trade exhibitions in Russia.
The partnership will complement Dubai’s promotional activities in outbound markets of Russia and Ukraine. These two countries contributed almost one third of a million tourists to Dubai in 2007 and both markets continue to grow.
Luxuria Marketing
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
Its outbound tourism market grew 17 percent in 2007, making it the ninth largest outbound market in the world, and initial findings for 2008 report strong growth. By 2010, Russia is set to overtake Germany.
One of the most effect ways to explor Russia’s travel trade is by attending Moscow International Travel & Tourism (MITT). The country’s largest and most important travel trade event, MITT attracts over 92,000 buyers from across Russia and is ranked among the world’s top five travel and tourism exhibitions.
The 16th MITT takes place at the Expo Center in Moscow, March 18-21 2009, and will feature more than 3,000 exhibitors, drawn from 118 countries/regions. More than 70 national/regional tourism boards will be participating, and new destinations include Colombia, Panama, Costa Rica, Macao, Japan and Hainan. Meanwhile Indonesia and Sri Lanka have increased their stands dramatically as the arrivals from Russia grow every year. Four days later, March 25-27, Ukraine International Travel & Tourism, UITT, takes place at the IEC Kiev.
This year also marks the start of a new partnership between Dubai and the leading travel trade exhibitions in Russia.
The partnership will complement Dubai’s promotional activities in outbound markets of Russia and Ukraine. These two countries contributed almost one third of a million tourists to Dubai in 2007 and both markets continue to grow.
Luxuria Marketing
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
Sunday, January 25, 2009
Mexico Property, the new frontier..
Mexico is the new frontier with increasing numbers of Americans and Canadians investing in property according to many real estate agents. Mexico has seen the entire economy going through a very positive change. The change in government in 2000and the sheer number of incentives to attract investment in Mexico has led to a boom in property, according to Real Estate Executives in Mexico. Not to mention, the Mexican Government legalizing foreign investment and the cost of living compared to other areas around the world.
In a recent article, they stated “More and more people from North America are travelling to Mexico but many are also taking up residence there, either permanently or for the winter months. The whole country is enthusiastically welcoming this surge of tourists and immigrants.”
One reason for the surge is that more people are realizing that Mexico is not just beaches and desert. There are coastal towns, tropical beaches, colonial towns with culture, authentic cuisine, art and history, cities with modern facilities and a buzzing lifestyle and rural countryside with waterfront lake views.
The accessibility of Mexico from North America is a major factor in its popularity with Canadians and Americans. Travel agencies as well as airlines are overwhelmed by the large number of people travelling to the Mexican Caribbean. Many of these travelers are not only going to Mexico for vacations, they are going with investment and career opportunities in mind. There is so much opportunity because Mexico is welcoming foreigners and foreign investment to the country. It is definitely the place to be, especially for those with an entrepreneurial spirit. Just last week, we were in the Mexican Pacific analyzing a large real estate development project. The people were very hospitable and safety was not a concern at all. Not to mention, the quality of life. It is of growing popularity and developers continue to attract to Mexico. Having first hand experience and visiting luxury developments such as Punta Mita (puntamita.com.mx), former CEO and Chairman of Yahoo Tim Koogle’s el Banco (elbancomexico.com) and the famous Gian Franco Brignone, the eccentric Italian-born financier who founded Costa Careyes (careyes.com). Mexico is becoming the new frontier.
Luxuria Marketing
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
In a recent article, they stated “More and more people from North America are travelling to Mexico but many are also taking up residence there, either permanently or for the winter months. The whole country is enthusiastically welcoming this surge of tourists and immigrants.”
One reason for the surge is that more people are realizing that Mexico is not just beaches and desert. There are coastal towns, tropical beaches, colonial towns with culture, authentic cuisine, art and history, cities with modern facilities and a buzzing lifestyle and rural countryside with waterfront lake views.
The accessibility of Mexico from North America is a major factor in its popularity with Canadians and Americans. Travel agencies as well as airlines are overwhelmed by the large number of people travelling to the Mexican Caribbean. Many of these travelers are not only going to Mexico for vacations, they are going with investment and career opportunities in mind. There is so much opportunity because Mexico is welcoming foreigners and foreign investment to the country. It is definitely the place to be, especially for those with an entrepreneurial spirit. Just last week, we were in the Mexican Pacific analyzing a large real estate development project. The people were very hospitable and safety was not a concern at all. Not to mention, the quality of life. It is of growing popularity and developers continue to attract to Mexico. Having first hand experience and visiting luxury developments such as Punta Mita (puntamita.com.mx), former CEO and Chairman of Yahoo Tim Koogle’s el Banco (elbancomexico.com) and the famous Gian Franco Brignone, the eccentric Italian-born financier who founded Costa Careyes (careyes.com). Mexico is becoming the new frontier.
Luxuria Marketing
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
Latin real estate market continues to grow!
At a recent Latin American Real Estate show, new opportunities throughout the region were uncovered and many existing relationships were established. In fact, in a recent article, 300 of the most respected investors and developers in Latin America were in attendance. This number will only multiply as time goes on.
All sectors of the Latin real estate market continue to grow. Consumers are driving economic activity and investors from around the world are looking to Latin America as a haven from the global financial markets. Strong capital flows and increasing population growth are fueling investment. Economic stability and positive internal indicators have motivated investors to take advantage of new opportunities in industrial, office, residential, retail and resort & leisure real estate. In current market conditions, the best time to get involoved is now.
Luxuria Marketing
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
All sectors of the Latin real estate market continue to grow. Consumers are driving economic activity and investors from around the world are looking to Latin America as a haven from the global financial markets. Strong capital flows and increasing population growth are fueling investment. Economic stability and positive internal indicators have motivated investors to take advantage of new opportunities in industrial, office, residential, retail and resort & leisure real estate. In current market conditions, the best time to get involoved is now.
Luxuria Marketing
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
Saturday, January 24, 2009
The importance of Baby Boomers & Wealth...
To reach Baby Boomers who have somewhere around US$2 trillion in annual spending power, combined with plenty of disposable time, marketers should look closely at avenue's such as AARP to expand their brand via marketing partnerships that add value. Consider these recent statistics:
Baby Boomers have more than 50% of discretionary spending power (2.5 times the
average per capita); Baby Boomers have 70% of their personal wealth in financial institutions; Baby Boomers own more than 70% of the financial assets in America;
Baby Boomers control nearly US$9 trillion in net worth (70% of the total for US
households); Baby Boomers own almost 50% of the credit cards in the US (representing 40 million credit card users).
All marketers need to understand that the central concept in reaching this financially powerful group is the idea that image is critical. They don't consider themselves "old" and they don't want anyone - especially advertisers - to view them as old either. When you talk to most of them, they'll say they feel like they're 40 years old. To them, "old" is someone in their late 70s or 80s. Gone are the days of ads where 60 year-olds are identified by grey-haired people walking slowly. And despite recent research showing that Boomers are not set in their ways when it comes to product choices, many marketers still seem to be set in their ways, still focusing on younger consumers. But some studies have shown that Boomers can be more receptive to advertising than their Generation X and Y counterparts, who tend to reject marketers' claims far more readily.
Luxuria Marketing
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
Baby Boomers have more than 50% of discretionary spending power (2.5 times the
average per capita); Baby Boomers have 70% of their personal wealth in financial institutions; Baby Boomers own more than 70% of the financial assets in America;
Baby Boomers control nearly US$9 trillion in net worth (70% of the total for US
households); Baby Boomers own almost 50% of the credit cards in the US (representing 40 million credit card users).
All marketers need to understand that the central concept in reaching this financially powerful group is the idea that image is critical. They don't consider themselves "old" and they don't want anyone - especially advertisers - to view them as old either. When you talk to most of them, they'll say they feel like they're 40 years old. To them, "old" is someone in their late 70s or 80s. Gone are the days of ads where 60 year-olds are identified by grey-haired people walking slowly. And despite recent research showing that Boomers are not set in their ways when it comes to product choices, many marketers still seem to be set in their ways, still focusing on younger consumers. But some studies have shown that Boomers can be more receptive to advertising than their Generation X and Y counterparts, who tend to reject marketers' claims far more readily.
Luxuria Marketing
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
Ethnic Luxury Trends
Multicultural and mass marketers generally refer to ethnic consumers as "minorities". But within this large demographic, however, is a growing body of affluent ethnic consumers - and they need to be viewed quite differently. In their strategic planning sessions, luxury suppliers should devote special emphasis to this group, which spans all ethnicities. This under-the-radar yet highly-influential consumer segment offers a wealth of opportunities and increased sales for luxury suppliers. Diversity Affluence estimates that less than 3% of marketing budgets are currently dedicated to engaging this audience because luxury brands tend to be focused on either super-affluent or more obvious affluent consumers. In today’s market, marketers need to be a little more aggressive and make sure there brand stands out in a tasteful way.
For example, Hispanics represent the biggest minority in the US, now numbering some 42 million. Of those, 8% earn more than US$100,000 per year and will spend US$300 billion in 2007, representing almost two-thirds of all Hispanic buying power.
To help luxury marketers better allocate their dollars, they need to embrace an aggressively and proactive attitude to research, analysis, and strategies. According to recent studies, they anticipate this as the single biggest effort luxury marketers need to tackle.
Luxuria Marketing
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
For example, Hispanics represent the biggest minority in the US, now numbering some 42 million. Of those, 8% earn more than US$100,000 per year and will spend US$300 billion in 2007, representing almost two-thirds of all Hispanic buying power.
To help luxury marketers better allocate their dollars, they need to embrace an aggressively and proactive attitude to research, analysis, and strategies. According to recent studies, they anticipate this as the single biggest effort luxury marketers need to tackle.
Luxuria Marketing
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
Who is considered affluent ? Marketing Luxury...
Whether Fitzgerald was on to something with that statement "the rich are different from you and me" is an old question. However, that could be a valid observation concerning one aspect of wealth -- the buying habits. Traditionally, marketers have always desired to reach this market, largely because the affluent consumer has more disposable income than the average consumer. Tracking the desire of the affluent consumer, however, is somewhat hindered by certain problems of definition, the first being just who is considered affluent?
In the United States, for instance, the number of U.S. millionaires is increasing at roughly 20 times the rate of the population as a whole. By the end of 1996, there were more than 4.8 million households whose net worth -- excluding the value of their primary residences -- exceeded $1 million. That is an increase of 118 percent from 1992, according to Payment Systems Inc. (PSI) of Tampa, Florida. One of the more accepted figures is that analysis determined by Mendelsohn Media Research Inc. that claims households earning between $70,000 and $99,999 annually were "marginally rich," those earning $100,000 to $249,999 were "comfortably rich," and those earning $250,000 or more were rich.
Luxuria Marketing
www.luxuriamarketing.com
info@luxuriamarketing.com
In the United States, for instance, the number of U.S. millionaires is increasing at roughly 20 times the rate of the population as a whole. By the end of 1996, there were more than 4.8 million households whose net worth -- excluding the value of their primary residences -- exceeded $1 million. That is an increase of 118 percent from 1992, according to Payment Systems Inc. (PSI) of Tampa, Florida. One of the more accepted figures is that analysis determined by Mendelsohn Media Research Inc. that claims households earning between $70,000 and $99,999 annually were "marginally rich," those earning $100,000 to $249,999 were "comfortably rich," and those earning $250,000 or more were rich.
Luxuria Marketing
www.luxuriamarketing.com
info@luxuriamarketing.com
“the Importance of your IMAGE & BRAND……”
Simply put……
Your “brand” or “corporate image” is the impression formed at every point of contact with your prospects and clients.
Branding is the combination of imagery and content. Perception is everything in the business world. We call this the “outside perception”.
Everything that comes in contact with a customer or client, such as your message on television, cinema screens, online, websites, emails, salespeople, etc., help to form an opinion (good or bad) of your company.
A prospect should be impressed by your message and be able to easily figure out what your company does and define your market niche and invoke the prospect’s curiosity.
A successful brand will be multidimensional emphasizing the total experience. It must convince your prospects that you are the only clear-cut choice to fulfill their expectations.
Luxuria Marketing
www.luxuriamarketing.com
info@luxuriamarketing.com
Your “brand” or “corporate image” is the impression formed at every point of contact with your prospects and clients.
Branding is the combination of imagery and content. Perception is everything in the business world. We call this the “outside perception”.
Everything that comes in contact with a customer or client, such as your message on television, cinema screens, online, websites, emails, salespeople, etc., help to form an opinion (good or bad) of your company.
A prospect should be impressed by your message and be able to easily figure out what your company does and define your market niche and invoke the prospect’s curiosity.
A successful brand will be multidimensional emphasizing the total experience. It must convince your prospects that you are the only clear-cut choice to fulfill their expectations.
Luxuria Marketing
www.luxuriamarketing.com
info@luxuriamarketing.com
About Luxuria Marketing...
Luxuria is the Latin word for Luxury... Luxuria Marketing offers integrated marketing, creative branding, strategic alliance and communications services worldwide for the luxury market. We shape brands and help identify challenges in each sales cycle by competitive analysis, driving brand and business growth through creative ideas, planning and implementation. We create road maps to steer our clients towards success in the marketplace. Our approach makes a difference – and creates results. For more information, please contact us.
Luxuria Marketing
www.LuxuriaMarketing.com
info@luxuriamarketing.com
Luxuria Marketing
www.LuxuriaMarketing.com
info@luxuriamarketing.com
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