If you've ever walked by a Cinnabon store and felt your mouth water from the scent of a freshly baked cinnamon bun, you've experienced just one example of the power of sensorial marketing. After all, the fact that their ovens are located front and center within the store is no accident.
From alcoholic beverages to travel and hospitality, the year of 2019 has marked a period of great change across industries. And, as we’ve discussed previously, beauty is one of the fastest-moving categories, with trends popping up and fading into the background at the blink of an eye. However, some of the changes in beauty are happening at a more macro level – many of which are made possible by continued advancements in technology.
When most people zig, they zag. Zagonists don't take a traditional approach to life and aren't afraid to shout it from the rooftop...or tattoo it on their arm. But it's not just about being different for the sake of it, Zagonists follow a different compass. Instead of asking why, they ask "why not?" Since they view themselves as influencers and love discovering new brands, experiential marketing strategies are key to authentically and organically engaging this consumer.
With consumers increasingly prioritizing experiences over possessions in recent years, experiential marketing has entered the mainstream. From direct-to-consumer pop-up shops to mobile tours, each form of experiential offers brands a chance to create one-on-one connections with their intended audience.
The past few years have marked a time of major change in the alcoholic beverage industry. From the summertime explosion of hard seltzers to increased focus on sustainability in the on and off premise, it's clear that consumers' priorities are ever-changing. But who is it that is driving these changes? Social listening tells us that women are leading the way when it comes to the alcohol industry's shift towards health-conscious beverages and an eco-friendly focus.
According to Global Wellness Summit, more than 1.3 billion people travel internationally on an annual basis. That’s both a significant portion of the world’s population and a massive increase from 500 million travelers back in 1995. While this change is positive news in that global wealth continues to rise, there’s just one problem: everyone wants to go to Paris.
Influencer marketing has seen massive growth within the past few years, and it’s no secret that brand deals have proven particularly lucrative for social media stars. However, deceptive practices and fraudulent behavior have led the industry to be dubbed the “Wild West” when it comes to compliance. In fact, according to the Influencer Marketing Hub’s 2019 Benchmark report, only 11% of influencers are fully compliant with FTC guidelines.
Since Colorado and Washington became the first two states to legalize the recreational use of cannabis in 2012, nine states (and the nation of Canada) have adopted similar measures. With many expecting that federal legalization will come within the next ten years, it's important to understand the cannabis consumer and his/her preferences. Here, we take a look at the demographics of cannabis consumers based on sales data from the state of Washington.
As brands continue to innovate their products and services to cater to the needs of modern consumers, it’s important to take a step back and understand the macro trends that are driving these changes. Lately, personalization is one such trend that is making its mark on a variety of industries. Whether it’s a playlist on Spotify that’s curated just for your ears or the use of A.I. technologies to make personalized recommendations in retail, brands across the spectrum are making a greater effort to market to consumers as individuals.
Mike Gabrielli recently joined the Inspira team as an Account Executive. To get to know the Duxbury, Massachusetts native better, read along in this edition of the Employee Spotlight!