Questions You Need to Be Asking This Week

October 29, 2018 - 3 minute read

Consumer sentiment changes every hour of every day. Knowing what customers are thinking is the key to making good decisions for your brand. Here are the top stories affecting consumers this week. Keeping your finger on the pulse, made easy. 

 

How do you retain your edge?

A week after Gilberto Benetton passed away (following his brother, Carlo in July), the Financial Times is taking a look at lessons—and cautionary tales—that can be learnt from the Italian fashion brand. It’s a family brand, started and built up by four siblings, that has soared and struggled and is now trying to make a comeback. Their adverts were ahead of the curve, and their use of data from the shop floor meant they were restocking based on customer demand, before Zara or H&M. And yet they’ve fallen by the wayside in recent times. Their pricing means they’re too expensive to be ‘fast fashion’ but not luxurious enough to be a designer brand. There is much to be learnt from this case study, and there could be more lessons if Benetton can turn things around.

 

When’s the last time you assessed where your offering stood in the market? Have you chosen a strong enough stance to clearly define yourself as one thing?

 

Are you preparing for a post-Facebook world?

Nothing lasts forever, and although we’re all still signed up and using it to organise events and chat on Messenger, there’s no denying that Facebook has become a bit of a graveyard. People don’t use it like they used to, with the Stories function taking off more successfully on other apps, and people becoming more private in this post-Cambridge Analytica world. Facebook’s third quarter results are almost here, and investors are hoping they will be significantly better than last quarter. Shares are still trading at a third less than before the Q2 earnings statement, and European active users fell by a further 3m (having already shed 1m in Q2), making a case that the app is struggling to engage people.

 

Facebook has been such a pillar of business and social strategies for so long, but it’s time to think about whether it’s a good place to be investing for the long-term. Ask your consumers where they’re spending time, and find them there instead.

 

Are your campaigns speaking to everyone?

Ikea US has released their Christmas ad, and it majors on the beauty in difference. Showing various families of different ages and ethnicities, the message is that Christmas doesn’t look the same in any two households, and that’s why it’s so special. Head of external comms, Christine Whitehawk explained, ‘Ikea knows the importance of life at home and that the holidays look and feel different for everyone.’ It’s a lovely first Christmas ad to see on the scene, and it will be good to see more brands making their festive campaign representative of all families celebrating the Christmas period.

 

Is your Christmas campaign ready to go, and will people be able to see themselves reflected in the picture you’re painting?

 

Is your business wedding-ready?

In today’s budget announcement, Philip Hammond is set to shake things up in the world of matrimony, by loosening the laws around where people can get married. Strict wedding licences have kept many hotels, pubs, and restaurants out of the game, but that’s about to change. Under the new rules, couples will even be able to get hitched in the open air. It’s an exciting opportunity for businesses to think about how they could forge and brand an exciting wedding offering, with more and more couples ditching tradition and opting for lower-key, quirkier ways to tie the knot.

 

Think about how you might be able to enter the marriage market, and find out what people are looking for in a wedding.

 

If you want to launch a survey about any of these, or other current issues, just log in to your Attest dashboard and launch a survey to find out what real people are thinking right now. 

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Are well-trodden paths necessarily the best routes?

The team behind Halo Top—a low calorie ice-cream startup—have had a very welcome surge in popularity recently. They are stocked in Morrisons, Sainsbury’s, Asda, Tesco, and by Ocado, and they sell one pint of ice cream every nine minutes. It’s not always been this way though: in 2014 and 2015 they were “hanging by a thread” says their COO, Douglas Bouton. Their sea change in fortunes came when they ditched the usual marketing strategies—in-store free samples, and trade show demos—and went digital. Bouton explained that Facebook and Instagram have been crucial because of the targeting they allow. They used small-scale influencers—normal people who were interested in health and fitness and had about 1000 followers.

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