Marketing Forecast from Ad-ology

The combination of the recession and technological advances have produced a new kind of shopper. Analysts at GfK Consumer say that nearly 1 in 3 (31%) of all U.S. consumers can now be considered an Xtreme Shopper. Marketers may begin targeting these shoppers with ad campaigns because the results could be especially lucrative.

Few consumers enjoy the process of filing an insurance claim relating to home damage. But accidents do happen and consumer sentiment about an insurance company is closely linked to how they are treated during the claims process. J.D. Power and Associates recently surveyed consumers who filed a homeowner’s claim to determine satisfaction levels and the likelihood of renewing with the same company. The company’s findings provide insight for insurers who want to acquire new customers and retain the ones they currently have under contract.

The economic recovery may still be a bit uneven, but more consumers plan to dine out in the months ahead. These intentions hold true for all sectors of the restaurant industry according to the most recent American Express MarketBriefing based on Technomic data. In addition, consumers are not making dining out decisions based on special deals or promotions.

Ad-ology Research recently updated their Industry Marketing Insights report for Fast Casual Restaurants. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

Marketers who want to connect with consumers emotionally often use event sponsorship. Summer can be a particularly important time to invest in event marketing as more consumers are outside, enjoying the weather and attending a local concert or baseball game. Some events definitely attract larger crowds so marketers should strategically select which event to sponsor. In addition, marketers can use a number of ways to lengthen their association with a specific event and boost brand awareness. These topics were addressed by a recent Scarborough Research release and webinar.

Consumers concerned about their ability to find good-paying jobs are turning to educational institutions to sharpen their skills and improve their attractiveness to employers. During the recession start year of 2008, colleges, universities and trade school saw a 6% increase in freshmen enrollment. An enrollment jump during a recessionary period is not new, but what has changed this time around is the demographic composition of the freshmen classes.