Someone asked me recently about the biggest marketing trends of 2010. It really got me thinking and here’s one answer that emerged: the importance of meaning.
Think about it: What do you feel when you hear terms like “fair trade,” “locally produced” and “conflict-free?” Yes, they all describe socially conscious business practices, but think where you encountered them – in marketing materials. I think meaningful marketing will be a big trend in 2010.
Today, consumers care more about what products say about their beliefs and values than ever before. It’s not enough to have the “it” jeans or stop by the trendy coffee house. It’s important that those jeans are made without using child labor or that coffee comes in a 100% recycled cup.
So, how can you tap into this trend? Start by understanding what your customers value and delivering your product or service in a way that makes them feel good about supporting it.
For example, are you a family-owned business? Have you supported a charity in your community for years (or should you)? What values does your business live by and how could that create a connection between you and your customers? The answer to that question will spur the beginning of customer loyalty built on a lot more than a discount card.
For more of Stacy's insight into marketing trends for 2010, Read her article Marketing for a New Decade on TexasOnTheGo.com