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

• Seniors aged 65 and older and Americans aged 25 to 34 years old-rank security as the most important factor when selecting where to park.
• More builders are seeking certification from the U.S. Green Building Council. “Green” efforts include turning concrete rooftops into green surfaces to reduce storm-water runoff.
• Pay-on-foot kiosks and signs that alert drivers to open spaces are just two examples of new technologies emerging in the industry.

The Industry Marketing Insights report for Parking Lots and Garages is available on Ad-ology.com (Research Store) for $195 USD with local market data for any U.S. market.

[Source: Ad-ology Research. July 28, 2010]

Most major cities, especially those with convention centers, maintain a visitor’s bureau. Often, these organizations are called destination marketing organizations (DMOs). Historically, DMOs have spent a large portion of their operating budgets advertising to attract both business and leisure travelers to their region. But recent budget pressures have caused some changes in the way DMOs reach out to potential clients.

ExpediaMedia notes that DMOs are now spending up to 50% of the ad budgets in online formats. At least 2 factors have contributed to this shift:

• DMOs must do more advertising with smaller budgets and the online formats allow for this expansion
• More consumers are using digital tools to plan their travel

For example, 43% of consumers access user-generated content when researching leisure trips and  24% access travel information via a mobile phone or other device.

ExpediaMedia’s findings also indicate that DMOs have the opportunity to influence leisure travel plans by maintaining an online presence. A study by PhoCusWright shows that 56% of consumers end up selecting their final travel destination online. Another study by Google-Compete shows that 40% of travelers do not have an exact destination selected when they begin their online travel research.  These numbers mean that a solid online campaign by a DMO increases the likelihood that travelers may choose their city.

ExpediaMedia suggests that DMOs will achieve best results by undertaking a comprehensive marketing campaign that includes websites, social media, microsites, and ads at points of sales. Competition for travel dollars may be at an all-time high so DMOs would be well-served to maintain a strong online presence.

[Source:  New Research from Expedia Media. ExpediaMedia.com 21 Jul. 2010. Web. 27 Jul. 2010]

Having outgrown shoes, shirts and even backpacks they’ve used the last two years, children heading back to school this year will arrive in style. The National Retail Federation’s 2010 Consumer Intentions and Actions Back to School survey, conducted by BIGresearch, found that the average American family will spend $606.40 on clothes, shoes, supplies and electronics, compared to $548.72 last year, and close to the $594.24 in 2008. Total spending on school-aged children in grades K-12 is expected to reach $21.35 billion.

Combined K-12 and college spending will reach $55.12 billion, serving as the second biggest consumer spending event for retailers behind the winter holidays.

“We are encouraged by the fact that parents are eager to start their back to school shopping this year, but the industry still remains cautiously optimistic about recovery,” said NRF President and CEO Matt Shay. “As the second half of the year gets under way, retailers will gauge their customers’ spending appetites, which often serve as a bellwether for the all-important holiday season.”

There remains no question that the economy will continue to play a role in American families’ back to school preparations. This year’s survey found that 44.3% of Americans will buy more store brand or generic products, compared to 41.7% in 2009. Additionally, more parents will comparative shop online (30.3% vs. 26.4% in 2009.) The state of the economy will also impact some families’ lifestyles, such as deciding whether their child should attend public or private school (8.1% vs. 5.7% in 2009).

Most families agree that growing children means growing apparel budgets. Spending on apparel will take up the majority of consumers’ budgets with the average family of school-aged kids expected to spend $225.47 on jeans, shirts and other types of clothing. Running the gamut from laptops and net books to smart phones and MP3 players, parents are expected to spend an average of $181.60 on their children’s electronic or computer-related school needs. Families will also spend an average of $102.93 on shoes and $96.39 on school supplies.

As far as where families will shop this year, seven in 10 (71.2%) will head to a discount store and more than half (53.9%) will visit their favorite department store. Other popular shopping destinations include clothing stores (49.0%), electronics stores (23.0%), office supply stores (41.2%), drug stores (19.5%) and thrift stores (17.0%). Whether to save a few bucks and compare prices or simply because of the convenience, more people will shop online this year (30.8% vs. 22.2% last year.)

“Many of today’s shoppers are smarter than any other generation before them, especially when it comes to finding the best price,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “The affordability of online shopping gives parents an extra edge over the sometimes expensive back-to-school shopping season with price comparison options, free shipping offers and even coupons.”

The survey found that teenagers and pre-teens will dish out more of their own money for apparel, supplies and accessories this year. Teenagers are expected to shell out an average of $31.74 for school items, up slightly from $30.88 last year. Pre-teens will spend an average of $18.27, up from $11.94 in 2009.  When it comes to how much say children have in parents’ buying decisions, six in 10 adults (61.1%) say their children influence 50% or more of their back-to-school purchases.

Nearly half (47.6%) will begin their shopping three weeks to one month before school starts and one-quarter (24.8%) will start one to two weeks before school begins. Some will get a jump start and begin shopping two months before the new school year (21.6%). Three percent (3.0%) will wait until the week school starts or even after school begins.

[Source:  2010 Consumer Intentions and Actions Back to School Survey.  BIGresearch/National Retail Federation (NRF). 15 Jul. 2010.  Web.  23 Jul. 2010.]

Small business owners have been hit especially hard by the recession. The combined effects of the credit crunch and the drop in business activity have made it difficult for SMBs to compete, especially for top talent. On top of that, many SMBs cannot afford to offer the kinds of employee benefits that their larger counterparts, companies with 500+ employees, do.

A MetLife survey indicates that while only 24% of employees at companies with fewer than 50 employees are very satisfied with benefits, up to 50% of employees at large companies like their benefits. The MetLife study also notes that increased satisfaction about benefits is linked to general employee satisfaction. But there is an upside for SMBs. For decades, health insurance benefits have been an emotional and expensive topic. All that is about to change with the pending nationalized health care program. According to MetLife analysts, SMBs can shift the focus and win employee satisfaction by offering improved benefits in non-health areas.

• Dental – SMBs should review plans and offer specific dental services that employees value. Plans should also focus on preventive services. According to MetLife statistics, more companies (36%) with fewer than 50 employees pay all dental coverage than the 00+ employee companies  (16%) do.
• Disability – MetLife statistics show that SMBs are more likely (45%) to pay the full cost of disability income protection than large companies (27%). However, only 51% of small companies offer this type of coverage while 87% of large companies do. To keep costs down, SMBs could shift to a partial pay model and add this benefit for more employees.
• Wellness – Currently only 27% of SMBs have a wellness program while 36% of large companies do. These programs can include the following low-cost options: discounted gym or fitness class memberships, lunchtime fitness circuit – walking program – for all employees or arranging for healthier options in vending machines and company break rooms.

Insurance companies are actively marketing these alternative benefits programs to SMBs. After the strains of the recession, more employers and employees are interested in a work-life balance that ensures a healthier and more productive workforce.

[Source: Building a Better Benefits Program Without Breaking The Budget. MetLife. 2010. Web. 22 Jul. 2010]