WEEKLY WEB WATCH: Chance for marketers to go global

Organisation: Global Streetscapes

Organisation: Global Streetscapes



Issue: market intelligence



At: www.globalstreetscapes.com





Global Streetscapes has been set up by international brand consultancy

HeadlightVision, which has worked for clients such as Cadbury’s Elida

Faberge, Guinness, Goodyear, and News International. It’s a monthly

on-line publication aimed at anyone interested in brands, marketing and

consumer culture, and it aims to provide ’fresh intelligence from the

global urban marketplace’.



The information is collected through a network of ’streetscapers’

located in major cities across the world, including New York, London,

Tokyo, Milan and Paris, who are constantly on the look out for new

communication ideas and cultural trends.



According to HeadlightVision, Streetscapes helps marketers by being

their ’eyes and ears in a chaotic world of information overload’.



Each issue is divided into three sections to educate, inspire and

intrigue subscribers. Global Pulse is snippets - words and pictures -

about new communication platforms and new product ideas, such as Heinz

promoting its warming soups on the back of London bus tickets during the

winter.



Global Energies is a longer feature which aims to give some insight into

emerging consumer behaviour and brand relationships - a feature on

’street talk’ from January’s issue, for example, showed how and why

major brands are using flyposting and pavement art. Among future topics

to be discussed in Global Energies are ’conscience consumers’ and ’adult

infants.’



The Outer Limits section is a look at some more left field examples of

consumer behaviour, such as the couple in Philadelphia who managed to

arrange sponsorship for every element of their wedding last year.



The monthly update is individual, rather than corporate, subscription

only, although there is a free trial area which shows extracts from

January and February’s publications. There is also an offer for the

first 1,000 members of half price membership. So far nearly that number

have signed up to Global Streetscapes.



The site goes beyond being just an on-line publication, albeit an

innovative one, by encouraging members to e-mail their comments and

points of interest they want to share. The long-term aim is to create an

interactive forum for marketers, whereby they also have a say in the

topics they want to see covered on the site.



If the site can continue to maintain its current momentum, it could

succeed in moving beyond being just a quirky resource into something

much more influential and useful for the industry.



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