Fritz Bachen – The Consumer Psychologist

SoI’m a week or two late with my predictions, but these are the big advertisingtrends I see happening in 2012.  I’ll bediscussing these on ABC Radio tonight with James O’Loghlin.  If you disagree then please let me know here,or call in tonight. 

The Context

Advertisersare (slowly) coming around to the idea that all advertising is going to workharder if it involves a degree of participation from the consumer. This coupledwith smart phone and social media technology means that interactive messagingwill become the dominant force.  Couplethis with increasingly expensive space in traditional media (same amount ofspace many more brands wanting it), and consumer control of messaging meansthat traditional advertising will become less effective per dollar spent.  With this context in mind here are the big(and small) trends for 2012. 

TheTrends

1.Advertising Platforms as Content

Masterchefis sponsored by a well known retailer, Coles. It has been a massive success because a) it’s great TV, but b) it has anatural synergy with its biggest sponsor that can then help co-promote theshow.  The sponsor will also act as aplatform of multiple levels of sponsorship, from a multitude of brands, all ofwhom fit naturally into the show (in fact they help build the showscredibility.  Watch out for networksbuilding show platforms that are natural places for brand and productintegration.

2.Video and Audio Print

2011saw a few examples of video enabled and audio enabled print.  We now have the technology, and the price hascome down sufficiently for advertisers who want to stand out to embed theirfavourite video content into the traditional magazine environment.  Magazines may be become noisier – but itseems fun. Check out this attempt by Peroni, via Mumbrella.

3.Consumer Completion

OK soit’s not new, and really had it’s breakthrough in around 2009, but the trend ofasking consumers to finish the marketing off for us, aint going anywhere.You’ll be asked to like things on Facebook, Twitter certain things on, name newflavours, write the script, star in the ad, or send a message to the CEO.  All in the name of to brand wanting to givethe consumer a sense of ownership. This is a nice example of people being allowed to become members of the crew for the latest AAMI ad via Facebook. (image via campaign brief.com)

4.Dirty Realism

You’llsee less glamour and polish and more everyday people – as we demandauthenticity from our advertising.  We’veseen reality TV blossom over the last 10 years, and documentaries become asmainstream as fiction in cinema. However, some deluded marketers insist onportraying shiny, happy people in their advertising.  It doesn’t work like this anymore.  We purchase the majority of our brands, primarilyto reflect who we are and our tastes, not to show who we aspire to be.  Expect to see more average looking people in advertising commercials (AMMI makes a pretty good example of this too!). We’ll see more reality in advertising in 2012and beyond.

5. GeosocialOffers

Offersand promotions that take place through social media and are activated when youare at a certain place at a certain time. I Imagine this will become mainstream quickly.  Here are two promotions that have had mixed and very good success for McDonalds and Dominos pizza respectively. Wagamama did something in Australia recently too, offering free soups to people who checked in 5 times or more.  Expect more soon. In fact every major retailer will soon offer them I expect.

 

One Trend that may die (or morph)

Ithink people will realize that there are only so many dog washing services theyneed, or aromatherapy classes they can attend before the group buying siteshave a very quick fall from grace.  Thatsaid, they may well respond with a fundamental change of offer that makes themstronger than ever.