This Week's Herman Trend Alert Cyberbullying---a Growing Problem

The Herman Trend Alert November 4, 2009 The Future of Brand-Building When picking media, we choose the most cost-effective and efficient medium available. From China, where young people spend an average of 16 hours per week surfing the net and only 11 hours watching television, comes the serialized Internet-based medium titled "Lucy's Diary". In this innovative, successful series, consumers decide what the character Lucy will do every day. This high level of interactivity serves to engage consumers and build brands. Sponsored by Estée Lauder's cosmetic and skin care line Clinique, the story centers on the brand. According to Marketing Guru Martin Lindstrom, this use of the Internet represents "the next generation of product placement in which the show is built around the brand, the product being the central character". In the future, all brands will be reinforced using online, television, or other media, possibly including mobile platforms, too. But wait, there's more! There is another brilliant, leading edge brand-building, product placement concept that deserves discussion: www.houseparty.com. A "House Party™" is actually thousands of parties across the United States. Hosted by consumers, these events highlight a product or service the sponsor wants its best fans to experience firsthand and share with their friends. Here's an example: December 05, 2009, General Mills will sponsor the Betty Crocker® Cookie Mix House Party™. In homes across the country, groups of consumers will celebrate their passion for baking. Interested consumers are encouraged to "invite friends and family over to share recipes, baking tips, and inspiration while creating cookies that are uniquely theirs". Starting with Betty Crocker Cookie Mixes, the company promotes discovering "the endless [baking] possibilities". Party hosts receive "a robust party pack" full of Betty Crocker Cookie Mixes, recipes, and baking must-haves. Would-be hosts are vetted with a 12-minute survey. Hosts are expected to blog and tweet during the party and post pictures on line. Both Lindstrom and I forecast that more of these brand-centered, interactive net-shows will appear in the near future, creating a more efficient new product placement standard. Extending to mobile, virtual universes, and other leading edge platforms, these new direct marketing media will allow brand builders to more highly target their markets. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." DISCOVER WHAT’S REALLY GOING ON... in the hearts and minds of your employees. Our InnerViews interviewing service uses SPHRs and PHRs, certified human resource professionals to probe for the information you really need to know. Exit and Stay Interviews, as well as Why-Didn't-You-Take-Our-Offer Interviews. Call Rosalie Catalano at 937-416-7066, or read more at: http://www.hermangroup.com/retentionconnection/exit_interviews.html. MOM ALWAYS TAUGHT IT WAS GOOD TO SHARE You have probably subscribed to The Herman Trend Alert for a while now and you know how valuable it is to you. Why not suggest that your friends sign up at http://www.hermantrendalert.com? Join the thousands who subscribe in 87 countries around the globe. Are there particular topics you'd like to see covered? Let us know and we will research "The Future of. . .". And let us know how else we may serve you? E-mail: joyce@hermangroup.com. YOUR EMPLOYEES NEED THEIR LEADERS MORE THAN EVER Help your leaders to excel. Thousands have used our weekly Lessons in Leadership to help their supervisors and managers remember how to hold onto top talent. The 52-week subscription is only $47, a bargain when you think about the savings to your organization in reduced turnover. Quantity discounts available by emailing Carol at carol@hermangroup.com. Order today at: http://www.hermangroup.com/store/subscription_all.html#3. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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