Macy's is looking for eight people who need more than a new haircut or whiter teeth: The retailer is launching a Million Dollar Makeover, which will shower the "befores" with products, services, cash and experiences. Describing it as a "makeover on steroids," the Cincinnati-based retailer will seek nominations through its Facebook page, with finalists decided by Facebook voting. The winner will get a total reinvention from Clinton Kelly, Macy's style expert and co-host of TLC's "What Not to Wear." Eight winners will get a total makeover, which will be filmed and posted to www.facebook.com/macys for open voting, two per week. Winning entries advance to the semifinals, with a $1 million ultimate makeover winner scheduled to be chosen in April. "The winner will not only get some quality time with me to update their look, but will get a truly life-changing experience," the fashion guru says in the chain's release. "From fashion to finance to fitness, one lucky person will undergo a complete life transformation." The store says the effort is an attempt to boost its brand positioning as the store that helps people put it all together, "from their fashion to their homes to their lives," Martine Reardon, EVP/ marketing, says in the release. "This will be the ultimate experience, taking Macy's signature makeovers to the next level."
GamersFirst predicts that free video games will take over the video game market in 2011, bringing with them a wealth of marketing sponsorship opportunities. MMO (Massive Multiplayer Online) games have gained the largest momentum in the video games market in the past year, according to Irvine, Calif.-based GamersFirst, an online game publisher founded in 2001. According to gaming industry publication DFC Intelligence, Free2Play MMO games are growing at 35% per annum. "We believe that MMOs will overwhelm the video game market in 2011," according to GamersFirst. "Gamers will have more MMOs than ever to choose from, giving players a variety of games and publishers the biggest marketing challenge. Overall, there will be an MMO catering to each niche of gamer very soon." After a year of significant Pay2Play to Free2Play transitions from some of the largest video game companies, Free2Play online games are finally seeing top status. Gamers will be enticed away from the subscription and box models and the status of online video games will experience a drastic shift in business model and revenues. With the proliferation of iPads and smartphones, gaming continues to become mobile-centric, according to the company. Now with mobile Internet users approaching 80% of all Internet users, there has been significant growth in the U.S., Europe and Russia. "Despite the fizzle of the mobile games hype, gaming has already showed tremendous promise through its drastic growth of social network usage over the past year," according to GamersFirst. "Mobile applications will reflect a distinct rise in gaming, using it as an additional tool of communication and collaboration between social networks through a mobile device." Digital distribution will also continue to gain popularity. With many retail outlets showing poor 2010 results, distribution options have begun to diversify. "In the next year, the video games industry will see the widespread adoption of digital distribution, allowing companies to quicker access to gamers and the opportunity for new marketing methods including the use of social networks," GamersFirst predicts.
The recession-impacted beer market began to recover this year -- and growth opportunities for domestic craft beers look particularly promising, according to new research from Mintel. Spirits barely edged out beer as the most popular alcoholic beverage during 2009-10, but beer volume losses are slowing. The number of beer drinkers reporting that they are drinking less beer has decreased since 2009, the research firm reports. And while domestic and imported beers remain the #1 and #2 choices, respectively, 33% of all beer drinkers report that they are drinking less imported beer because they are instead drinking more domestic craft beer. Just 13% of beer drinkers currently express a preference for domestic craft or microbrew beers, compared to 43% for domestic and 22% for imported. However, 59% say that they like to try craft/microbrew beers, and 51% say that they would try more of these if they knew more about them, Mintel found. "Craft beers have increased in popularity in the past five years, and have enjoyed a boost in their consumer base," confirms Mintel senior analyst Garima Goel Lal. "Craft beer is most popular with the 25-to-34 crowd," so brewers "would be wise to target this demographic and educate them more about artisan beers," she stresses. Price is also an obstacle: 41% of beer drinkers say they only enjoy craft/microbrew beers as a "treat" because these brews are expensive, and 29% actually report drinking less craft beer than they did a year ago because of the price. Still, among those who report drinking more beer in general than they did a year ago, 29% say they're drinking more craft/microbrew beer as an "affordable luxury." Looking at beer overall, Mintel confirms that packaging remains a critical part of the purchasing decision for consumers. Fully 63% prefer a bottle, versus 20% who prefer cans, 8% who prefer draft beer served from a large container, and just 2% who prefer beer served from a keg.
As if it isn't crowded enough, the auto market is going to squeeze more bodies into the elevator that everyone hopes will stay buoyant enough to keep inching back up after the cable broke in 2008. Kelley Blue Book has come out with its list of new nameplates that the firm believes will develop a following next year. These aren't redesigns, or next-generation cars and trucks bearing familiar nameplates. Rather, they are entirely new vehicles by automakers hoping to make forays into competitive territory. Of the vehicles KBB says will be players next year, many are in the luxury arena. Audi is coming out with its first entry into a segment that comprises vehicles that look like sport coupes but have four doors. The A7, notes KBB, is different from vehicles like Mercedes' CLK because it's technically a hatchback. Another luxury entry is Hyundai's Equus, which just went on sale -- and which, the company hopes, will fight against sedans like BMW 5-Series, and the Lexus LS. The $60,000 car is also benefiting from a new "Equus Experience" Web site that features a video of a wealthy but hip guy driving the car from his office to his James Speyer-esque house in the woods to collect his lithe, swervy wife, for a ride up Coral Canyon. During the video, a series of numbered buttons calls out specific vehicle features. Kelley Blue Book also sees opportunity for Lexus' CT 200h, which the automaker has been touting with events that are nocturnal hipness. KBB says the car will do well because it has Prius' powertrain, meaning great fuel mileage, but also the kind of power and price that will make it a good competitor to Audi's A3. The KBB group also likes Mini's forthcoming Countryman, which goes on sale early first quarter. The vehicle is a paradox, since it's a crossover and Mini has traditionally been just that, although it has slowly been growing in length. Going in the opposite direction, KBB says Scion's forthcoming "micro-car," called iQ, will be a strong competitor to Smart, and probably Fiat 500. The former automaker's sales are now sinking because of limited utility and benefit. Scion says the car's fuel economy will near 40 miles per gallon. "Smart sales have since cooled, making it harder to predict how the iQ will be received by [consumers]," says KBB, which notes that the car will be priced low, get good fuel economy near 40 miles per gallon and "offer the technology and easy personalization that helped put Scion on the map." The firm also sees promise for Nissan's Juke, Ford's Fiesta, Nissan' Leaf, and Chevrolet's Volt.
1. iPhone 4 2. Barbie 3. Military jackets 4. Hot Wheels 5. iPad 6. World Cup 7. The Beatles 8. Silly Bandz 9. Alice in Wonderland 10. New Orleans Saints Source: eBay
Here are five communication strategies BtoC companies should leave behind as they ring in the new year and which to adopt for a more relevant and rewarding 2011: 1. One-Way Alerts: These provide no method for customers to easily respond to organizations' communications.
Instead... Communication is a Two-Way Street: Offer customers easy and convenient ways to respond to proactive communications through a variety of channels2. My Way or the Highway Mentality: Stop communicating with no consideration for consumers' preferred communications channels.
Instead... Knowledge is Power: Consumers want control. Communication preferences put consumers in the driver's seat to determine the types of communications and the ways in which they receive important account information.3. Lack of Intelligence: Siloed communications make it difficult to listen, learn and adapt from previous customer interactions.
Instead... Gain Insight: Regardless of the communications channel or line of business, organizations are now able to streamline intelligence observed from previous customer interactions for more relevant and effective communications strategies.4. Write This Down: Don't make it difficult for consumers to remember important account information provided over the phone.
Instead... Seeing is Believing: Text messaging is a powerful confirmation tool in a customer communications strategy. Offer customers a text confirming details communicated in a phone call and reduce unnecessary inbound calls.5. Read the Fine Print: Relying on customers to read the fine print and monitor their accounts is no longer enough. Regulators now require companies to add additional customer touch points to communicate transactional details about accounts and gain their consent for future communications and in many cases, future billings. The proposed Bill Shock Rules for Wireless Providers, EU Roaming Regulations and the Federal Ruling on Debit Card Overdraft Enrollment Fees are just a few examples.
Instead... Proactive Customer Communications: Companies should be more transparent in their customer communications by providing timely, relevant and actionable information and ultimately empowers customers to make informed decisions that suit their interests and personal lifestyles.