In advertising we’re all too often caught up in promoting the hyped products to the perceived audiences with value. It’s that focus on the 18-35 age group, where the cool stuff is. The sexy stuff. But, sadly, enough in this economy that’s a generation under-employed, bereft of cash and sadly moving back in with their parents. They can’t afford those sexy products and it’s their parents who are the Baby Boomers, they have all the money.

Terry Clark, United Health Group’s (UHG) chief marketing office, spoke to a full crowd at the Advertising Federation of Minnesota’s morning program on October 18^th about this audience. He provided stunning statistics about how critical this topic is for marketers now and in the coming years 10,000 people every day are turning 65 in the United States. Soon there will be more people over the age of 65 than there collectively ever has been in human history.

“The world, governments, everyone is unprepared for this. No one really knows how to react to this or what to expect,” he said.

The impact of this generational shift is huge and will affect government programs and the housing markets. An enormous amount of disposable income is now in the hands of a very powerful demographic that is often misunderstood.

UHG’s insight data into this audience is very different from what the perceptions are. They aren’t old, or at least they don’t consider themselves old. They are vital, and ready for the best part of their lives. They have interests and passions. They aren’t waiting around to die. In speaking to these audiences they’ve found that the Baby Boomers are surprisingly technically savvy, and budding social media bugs.

Speaking to them in their own words it’s what good marketers are doing. Companies like Apple, AmeriPrise and others. UHG’s own “Health in Numbers” and “Go Long” campaigns are molded in this belief.

As people age, they enter a new life. Not an old life. This represents a historic opportunity for marketers to speak to them in a whole new way.

For upcoming Ad Fed events, click here.

Early on the morning of Thursday, Sept. 13^th, greeted by breakfast treats and coffee, guests gathered at International Market Square; everyone was eager to hear from David Cooperstein to talk about branding for the 21st Century presented by the Advertising Federation of Minnesota (Ad Fed). His presentation was packed full of wonderful insights; the following is a review of the facts – facts we need to know.

Over the years, Cooperstein has learned a lot about what consumers are willing to do with technology. They have high expectations and delivery has become more challenging in the 21st century. The average US adult spends thirteen hours per week online on a PC, 60 percent have mobile Internet, and 35 million adults have DVRs. Media consumption has changed fundamentally, and how people are interacting is changing as well. In 2007, there were no conversationalists, now 36 percent of media consumers consider themselves to be conversationalists.  Back then 44 percentage of media consumers were completely inactive when it came to interaction, now that’s only 14 percent. The biggest numbers: 73 percent of media consumers are spectators and 68 percent are joiners in the interactive market. This means consumers are out there, watching, reading, and analyzing all the time.

Every interaction is like a mini conversation, usually consisting of photographs, images and locations. Millennials like Instagram the most, because the tool can shrink a network and communicate with pictures and less conversation. From 2010 to 2011 Millennials trended down in talking on phones and up in entertainment and super-connected. Surprisingly, communicators were down a bit, too.

How about watching TV and interacting? I don’t mean yelling at the TV and no one else can hear you, how about yelling at the TV via your Twitter account by concurrently watching shows and tweeting. 63% of Gen X (30-43 years old) and 74% of Gen Y (18-29 years old) are interactive online while watching TV shows.

What does this mean for marketers? According to David Cooperstein, its “The Age of the Customer.”  The sources of competitive advantage have changed over time. Through the 50’s was the Age of Manufacturing, 50’s – 90’s was the Age of Distribution, more recently ‘90s – 2010 was the Age of Information.  Now the Age of the Customer is in full boom and companies that have been excelling at maximizing the experience of the customer include USAA, Amazon and Southwest Airlines. Why do customers feel this way about the companies? They have become “customer obsessed”. They understand what the customer needs.

Products need to become customer-centric.  Instead of following the old marketing funnel: (Awareness -> Consideration -> Preference -> Purchase -> Loyalty), the new pattern is a continuing circle. Starting with discovering the needs of the customer, then exploring what and who serves those needs, then maximizing the retail experience with the buy and finally engaging those customers, keeping them loyal and continuing to discover more about them. Constantly discovering new needs and locking customers into the ecosystem, a good example is Apple and how integrated all their products and systems are.  Apple creates a need for the next Apple product; this works in the new Age of the customer.

Customer obsession is all about building value around the customer and not around the channel or the product.
There are four pillars to a customer obsessed strategy:

1. Real time customer insight: More social listening and media optimization, less unengaged emails and in-person focus groups.
2. Holistic customer experience: More culture and volume metrics, less automated service and use of a single channel.
3. Intelligent sales channel: More direct customer interaction and collaboration tools, less single channel programs and third party channels.
4. Interactive marketing: More branded digital content and earned media strategies, less static & one way advertising.

In the new Age of the Customer, marketers need to keep in mind that traditional brand building vehicles yield lower mileage. The brand should be owned by the consumer, not by the company creating it.
The four standards to measure by in this new Age:

1. Credibility: Brand pride drives referral
2. Leadership: Societal contributions drive pricing power, customers have a willingness to pay a premium when the product makes the world a better place
3. Uniqueness: Special experiences – a brand making the customer feel special will also drive them to pay a higher price
4. Preference: An indispensable brand that people cannot do without

We can guide brands into the 21st century by defining three main components: A Brand North Star (goal), Brand Map (how to get there), and Brand Compass (make sure you’re on the right path).

A North Star needs to be honest, strategic (a guiding light, not just a tagline), inspirational (what you hope to deliver and what you can deliver), and concise.

A Brand Map needs to be continually updated with actions that define how the brand interacts with the world, products that align and augment offerings with actions, and messages that shape and share the brand message overall.

A Brand Compass must have each of the four directions:

1. Trusted: Earn trust by guiding the brand to be more transparent and accountable
2. Remarkable: Disrupt the market in a way that inspires people to talk about the brand
3. Unmistakable: Easily recognizable, more than just a logo
4. Essential: the brand must be necessary for the customer, to earn loyalty

To wrap it up, Cooperstein reiterated: “Branding in the 21st Century is not just about marketing differently, it is about fundamentally changing how the company does business.”

For more Ad Fed events click here: http://adfed.org/events/

In front of a full crowd at International Market Square in Minneapolis, Ann Mack, director of Trendspotting for JWT, revealed the top ten trends that will shape 2012. There was no mention of the end of world, so we’re good in that respect.

Ann spoke in-depth about a variety of trends, the societal and economic forces behind them, and ultimately how they would continue to impact the world. Young or old, rich or poor, there is a trend that will affect you in 2012.

Perhaps, you are part of the aptly named Generation Go. Who, instead of just waiting for the economy to rebound, decided to make their own luck. Generation Go’s  familiarity with technology and DIY work ethic has given them the ability to create their own job opportunities instead of hoping established businesses will recruit them into their ranks. Members of Generation Go are idealistic and are not willing to accept the world as it is.

As the global trendspotter for JWT, a global agency, Ann communicates with planners around the world, so she knows which trends are gaining traction in which markets. Only the trends that have worldwide appeal make the list.

There were a lot of questions from the audience wondering which trend was the most important. According to Ann, it is purely situational. A person may be affected by some of these trends in their professional life and some in their personal life. One thing is certain: If you work in advertising, at least one of these trends is manifesting itself in your target market. You just have to figure out which one.

To see an abbreviated (and animated) version of the Top Ten Trends, check out this video <http://youtu.be/9MyizJ6KMWI>

Click Here for upcoming Ad Fed events.

On Thursday, March 15^th, advertising and marketing professionals  gathered together for a presentation on integrated marketing and the importance of evolving your brand. The speaker panel included: Mary O’Neill, Vice President of Consumer Marketing at Ameriprise, William Charnock Chief Strategy Officer at R/GA and George Tannenbaum, Executive Creative Director at R/GA.

The event, hosted by the Advertising Federation of Minnesota, was held at International Market Square in Minneapolis. A spread of baked breakfast goods and coffee was provided and greatly appreciated by the early risers for this morning event.

As the presentation kicked off, O’Neill gave a brief overview of what would be presented over the next hour, all leading to their overall theme of, evolving. When the team at Ameriprise realized they needed to make a change in the way they approached not only their clients but their advisors, they provided agencies with the directive, they needed to gain clients and build stronger relationships. R/GA developed a long term strategy that would evolve and optimize the brand by using platforms of a campaign to be executed over many years.

First, R/GA considered that consumers were now in a different mindset due to the economic climate and experience with engagement brands (e.g. Zappos.com and Amazon.com). These potential clients wanted the highest level of customer service at their fingertips. In creative terms, they wanted functional proximity to an advisor due to the personal nature of financial advice. With this, they developed the new “face-to-face” relationship. Heavy in digital applications, this platform gave clients the opportunity to engage with advisors not only through traditional forms of service but also through online chats, social media and mobile phone interaction. Advisors had access to support through websites, posters, books and more. Second, R/GA needed to build brand awareness in a market that was feared and unstable. In doing this, they wanted to put an emotional proximity to financial dreams which was achieved by emphasizing that Ameriprise advisors were also Ameriprise investors.  In R/GA terms, touchyfeely goes mainstream.  By changing the reality of the brand with how consumers think, Ameriprise was able to make a successful impact in a saturated market. All of these steps are a part of the MORE WITHIN REACH® campaign developed by R/GA.

As the presentation came to a close, many were eager to ask questions which were answered by each presenter.  Each company emphasized the need to evolve as the world and opinions continue to change. Keep looking for the next platforms of the MORE WITHIN REACH® campaign to roll out over the next year.

For more Ad Fed events, click here.

Creatives from around the Twin Cities braved negative temperatures and a blistering wind chill to hear Todd Dexter, VP and Group Creative Director of Aimia, share his philosophy on the future of creative departments. Todd’s presentation took place Thursday January 19^th hosted by Ad Fed at International Market Square in Minneapolis. Todd’s 17-year career began with the suggestion from a professor that he “should consider going in another direction” because graphic design wasn’t “his thing”—and he hasn’t looked back since.

From Best Buy to Campbell Mithun to Martin Williams and now Aimia, Todd shared the lessons he has learned from his years of experience. There is something everyone can learn from his presentation.

10 Lessons for Creative That Works

1. Are you an art director or a designer? The answer is “yes.” You can be good at both. You need to be a career developer, a diplomat and a guidance counselor.
2. Hug those backseat drivers. In essence, allow others to give you direction. People can be motivators for the better.
3. Friends don’t let friends drink and design. No explanation necessary.
4. Show a little leg before you drop the robe. In other words, consider the art of presenting. Set it up appropriately—because selling is half the job.
5. Remember the golden rule: Treat people the way you want to be treated. Be nice. The connections with people matter most—remember where you came from.
6. Integration via segregation doesn’t work. Coworkers have to be able to interact, regardless of department. Culture is huge.
7. Speak specifically to specific people specifically. Consider “customer centricity”—the marketing of materials specifically tailored to specific buyers.
8. Realize the gift that’s in your hand. Regardless of the project you’re given—give 120%. That kind of work on smaller projects will get you bigger work.
9. Marketing is more than a pick-up line. Show respect to consumers by marketing to individuals that want to be marketed to with a balance of the rational and the emotional.
10. The people around you are everything.

Check out other upcoming events: Ad Fed events page

We all know that to be successful in advertising, we need creative that works.

During this Ad Fed breakfast event on January 19, Todd Dexter, VP Group Creative Director of Aimia, will share his philosophy on “Creative That Works” and the future of creative departments. He will share a case study on Carlson Marketing, where he is today, and how clients are demanding more accountable creative. Dexter will talk about bad work, brilliant work, and all that in between work.

Get a new perspective on creative strategies that work for your clients’ demands.

Come to Creative That Works, an Ad Fed event on January 19.

Be there.

Want more details? Register here: Creative That Works

Join Kristina Slade at International Market Square on Thursday November 10, for an Ad Fed breakfast event as she shares her philosophy on, “How Digital Saved Advertising’s Soul”.

Kristina joined the highly awarded and regarded digital agency, AKQA, in 2010 as Creative Director on Target, after becoming convinced that the potential for stronger relationships between brands and consumers was to be found in emerging technologies.

She started her career as the first female creative at boutique agency CORE, Kristina went to work on projects such as Ty Cobb, St. Louis Post-Dispatch, Zebco fishing company, Ford, and Monsanto. Her work on Virgin Digital, Beck’s beer, the Los Angeles Time, California Anti-smoking, Lucy, and Virgin Mobile won her national and international awards/acclaim and inclusion in the One Show’s showcase on Women In Advertising. Her award-winning creative for ESPN earned her a place in their Hall of Fame.

Kristina then moved on to TBWA’s Chiat Day where she worked on major brands such as Visa, Nissan, and Infiniti, and to define and launch smaller brands like Procter & Gamble’s Pur.

In 2010, Kristina joined AKQA, where she is now the Creative Director on Target.

–Don’t miss you opportunity to learn from this great industry leader – Register Today!–

Minneapolis warmly welcomed Dan Khabie, CEO of Digitaria, to the International Market Square on Thursday, October 20th for a breakfast presentation.  75 professionals listened in as Dan shared how a Minneapolis guy in San Diego fosters an environment coined as a Western Agency with a Midwestern Soul.

Before his presentation, he walked around the room making conversation with attendees. Dan quickly enthralled the group by showing a video that provided an inside look at Digitaria, a full service digital agency.  Here is what you should know from Dan’s presentation:

Love what you do.

Dan says not to be afraid of making your employees superstars. How inspiring is that? He talked about agency culture and what it is like to work for Digitaria. At this agency, employees are believed in; Digitaria embraces their innovation.

If you don’t love what you do, then get out, Dan said. What I found most interesting about Dan’s presentation was not regarding his work with Digitaria but rather the way he talks about how they treat their employees. With examples ranging from personally shopping for employees to sending them on vacation, I was ready to pack my bags and head to San Diego! I highly recommend checking out their website (www.digitaria.com) and if you find yourself in a city where their office is, go visit!

Attract Great Brands.

Digitaria’s client base includes well-known brands such as Under Armour, National Geographic, LG, NFL and ESPN. They didn’t get these clients by accident. Dan’s advice is to get experts in the area and create a subculture that empowers leaders. This way, you have an expert on your side. If you want to get a sports company as a client, get some sports marketing people on your team.

Over-service your clients.

He shared inside agency views as well as advice for those on the client side.  Dan wanted the group to know that the relationship you have with your client is irreplaceable. You become your client, so make sure you like them. Thank your agency, they’ll appreciate it.

Continually evolve and focus on what you want to become.

Dan suggests to continually evolve and reinvent yourself as an agency and focus on what you want to become. Digitaria reinvented themselves by opening an office in London to focus on breaking into the global market.

Ad Fed was glad Dan was able to join us, and we hope that everyone in attendance had a great time and learned a lot! We look forward to seeing you at upcoming Ad Fed events.

Links:

www.digitaria.com

Ad Fed held another breakfast event at the International Market Square this past Wednesday and this time we welcomed Ann Mack to present the top ten trends of 2011. Ann provided some very insightful and thought provoking points throughout her presentation about how consumer behavior has changed due to the slow recovering economy, our growing reliance on technology, and more. Here were some of the takeaways from her presentation.

1. All the World’s a Game

Social “one-up-manship”  is at play. Social media is starting to turn life into a game. NIKE turned running into a game and apps like foursquare have made everyday tasks like running errands and buying coffee more fun and rewarding.

2. Urgency Economy

Group deals will continue to expand far and wide. Consumers like the gaming and urgency element (time’s running out!) that are offered by group deals. Group deals also make items that are normally seen as commodity products more exclusive.3. Non-Commitment Culture

High un-employment rates and a slow recovering economy have made consumers weary of committing to long contracts with companies. Mobile phone plans and car purchases have become difficult decisions for consumers to make and will continue to be the trend through the next few years.4. Eat, Pray, Tech

Technology keeps advancing and consumers are welcoming it. The need to be connected with the digital world, in some cases, has become even more important and than owning a car or even a house.

5. De-Teching

Technology may be openly embraced by consumers, especially by Millennials, but unplugging has also become important. Technology has become a distraction from our real connections to the people who we really care about. Ditch Facebook and go to Facepark.6. Retail as the Third Space

Retail stores aren’t just a place for the consumer to buy a product anymore. They need provide an experience that the consumer can enjoy. Retail spaces should be designed to be about face-to-face interaction and less about shopping, and simply allow customers to spend more time with the brand. Apple stores have been doing this for years and continue to set the gold standard.

7. Creative Urban Renewal

Corporate social responsibility (CSR) has been very important to consumers and continues to be. While being green and sustainable are still strong strategies to implement, companies are also taking a different approach to CSR by beautifying urban cities and advocating urban renewal.8. Worlds Colliding

The line between the digital and real world is getting blurred and will continue to blur. QR codes are being utilized more and more in today’s advertisements. Even the technology to create the Minority Report-style advertising is now available.9. Hyper Personalization

Businesses are becoming more specific with how they treat each consumer. Amazon recommends certain items for their customers based on their buying history and navigation through the site. Bing and Facebook partnered up to provide a more consumer centric search. Remember the Twitter Youtube videos that Old Spice created in response to individual tweets? That’s hyper personalization.10) Outsourcing Self Control

Technology has helped make our lives more efficient, connected, and also distracted. However, technology has also been a way for consumers to outsource self control for the things that we know we need to stop doing. Brands can build some goodwill by offering its consumers some help with self control. Got a habit you would like to break, like speeding, drunk texting (resulting in drunken digital remorse), buying one or two too many pairs of shoes, or texting while driving? There’s an app for that.

Here’s a two-minute video from JWT Intelligence, recapping the ten trends for 2011.

Thanks for everybody who attended and thanks to Ann Mack for giving us the scoop on what marketers should be keeping their eye out for this year.