Marketing Forecast from Ad-ology

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

* The toning/shaping segment is expected to continue boosting walking shoe sales, which grew 33% in 2009.
* Shoe retailers should cater marketing to African-American women: A 2010 survey revealed that 70% plan to buy shoes in the near future.
* While cost is important to shoe buyers, many are fiercely brand-loyal, which may lead them to a particular retailer. Despite weak economic conditions, shoppers appear to still focus on quality brands, perhaps due to their durability and reliability.

Consumers are accustomed to paying a little extra to their cable TV providers to access video on demand (VOD) movies. Up until now, they usually have had to wait several months before they can access newly-released films. But all that may be about to change.

Ad-ology Research recently updated their Industry Marketing Insights report for Camps, Day and Residential. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

* Camps now offer a wide-range of activities, ranging from traditional arts and crafts to adventure sports and environmental programs. Niche camps that market to specific types of campers and interests are growing across the country.
* Posting campers’ photos online is a trend that is receiving positive feedback from parents. Also, some camps are investing in webcams so parents can watch activities.
* More camps offer financial assistance, as demand increases. Seventy-three percent of camps report increased requests for scholarships and other forms of aid in the summer of 2009.

Public radio has long attracted consumers interested in listening to specific types of music, reporting and limited advertising. This radio format reaches over 5% of younger audiences (18-24) and nearly 20% of older audiences (55+). In addition, the percentage of consumers who listen to public radio increased from 11.8% in 2009 to 11.9% in 2010.

Businesses across the U.S. are reporting improved conditions but the route to profitability will mean doing more with fewer resources. This trend is especially true for large companies with over $1 billion in revenue. A newly released Accenture report indicates that “growing profitably” is a top priority but at the same time customers expect more from their service providers. The new competitive pressures mean big changes are in store for large company marketing departments.

Complaints about the way food and beverages are promoted to kids are so common these days, it’s almost surprising to come across a positive report on this topic. But earlier this week, the story about physicians giving ‘coupons’ to their patients, especially children, surfaced in the New York Times. Instead of writing prescriptions for medication, several Massachusetts-based physicians are giving coupons worth $1 to use at local farmers’ markets.