This Week's Herman Trend Alert Women---Expanding their Sphere of Influence

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." EMPLOYERS AND JOBSEEKERS: MARK YOUR CALENDARS Advertise at or attend VetJobs Virtual Career Fairs. VetJobs, the top veterans' job board, and PSI, the premier diversity job fair producer, are teaming up to launch these VeteransCONNECT events. Employer registration is now open with loading by February 15th. Candidate loading begins March 1st. Expect 25-30 employers and an attendee goal of 2,000 skilled jobseekers. Promoted extensively, early registration begins NOW. To register or request additional information, contact VetJobs at 877-838-5627 or email info@vetjobs.com; Employers: Mention the Herman Trend Alert to receive a Bonus. LOOKING FOR A UNIQUE VALENTINE’S GIFT? Give the gift of leadership advice in our weekly Lessons in Leadership to help your supervisors and managers remind your leaders about what’s really important 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 Joyce at joyce@hermangroup.com. http://www.hermangroup.com/store/subscription_all.html#3 Order today! PREVENT EMPLOYEE TURNOVER IN 2012 Yes, you can prevent costly employee turnover, when you train your supervisors, managers, and executives. They will learn dozens of low and no-cost strategies and tactics that they can implement right away. We have an impressive track record and stand ready to help you. Call Carl at 336-210-3547 for a no-obligation conference call. 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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