Marketing Forecast from Ad-ology

New research on the automotive aftermarket from The NPD Group finds there is a direct relationship between the specific attributes of price, guarantees, and brand variety, and future purchase intention. According to NPD’s Car Care Trac, the percentage of consumers who reported they “definitely will” shop a retailer again in the future declined dramatically as satisfaction with the most recent purchase occasion declined. Seventy-one percent of those who rated the most recent purchase occasion as “excellent” said they definitely will shop the retailer again. “NPD’s analysis shows the importance of understanding what really drives satisfaction and future purchase intentions at the total market level,” says David Portalatin, industry analyst for NPD’s automotive aftermarket unit.

In more fiscally conservative times, consumers saved money all year to spend on holiday gifts. The advent of easy credit and the growing economy of the decade just before the recession all but did away with the concept of holiday clubs. But this year, in an effort to attract shoppers and appear financially responsible, some marketers are once again promoting holiday savings programs.

According to a new survey from the National Retail Federation, nearly 144 million Americans or 61.9% of adults over 18 years old will celebrate the holiday the traditional way by attending or hosting a cookout/barbeque or picnic, which is the about the same as in 2009 (62.6%). Independence Day is big business; more than one-quarter (27.3%) of consumers own patriotic decorations, and as July 4th approaches, 16.2% of consumers will head to stores to buy new patriotic merchandise. “Summer promotions and sales on beach wear, picnic food and accessories should bring Americans into the stores and out of the heat as they prepare for their holiday festivities, especially with many families still relying on strict budgets,” said NRF President and CEO Matt Shay. In addition, more Americans will be traveling – AAA predicts the number of Americans traveling this Fourth of July holiday weekend will increase 17.1% from 2009, with approximately 34.9 million travelers taking a trip at least 50 miles away from home.

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

* There’s been an increase in activity-based areas in stores, where shoppers can test equipment, attend clinics and have custom club fittings. These interactive and personalized experiences can set retailers apart from competitors.
* The off-course specialty golf retail industry has become extremely competitive as general sporting goods or other golf specialty retailers have expanded their markets. Specifically, the Atlanta, Georgia, Dallas, Texas and Phoenix, Arizona markets have grown increasingly competitive in the last few years.
* These businesses must have an Internet presence to compete with other retailers: Seventy-four percent of golfers research golf equipment online in the past year.

Urban youth have long been stereotyped by marketers with images portraying them as gangsters, hip-hop fanatics, or party enthusiasts. In the Obama era, these out-dated stereotypes are alienating their intended consumer and possibly damaging a brand’s reputation, says Tru Pettigrew, President of Alloy Access, speaking of “The New Black, The New Urban” marketing initiative. In order to connect with urban youth, brands need to incorporate expression, creativity, and discovery, Pettigrew says. This can range from customization of a product to inviting consumers to create content for a brand’s website. Brands also must be versatile and authentic. It’s critical that brands be aware of how these consumers view them and what they represent to the target audience. Brands should not become something they aren’t, Pettigrew says.

According to an analysis of the BIGresearch Simultaneous Media Usage Survey, the message is loud and clear to marketers serving the U.S. Hispanic community: “one-size-fits-all marketing won’t work.” The study finds that there are key similarities and differences every marketer should know about Hispanic groups in America including those households that speak English a majority of the time and those who don’t, as well as Hispanics who were born in the U.S. and those who were not. One thing all these segments have in common is that they are planning to buy. Whether it’s a car, electronics or vacation travel, Hispanics outpace the general market when it comes to purchase intentions.