NEW YORK: Whether Bill Gates is a hero or not is debatable - but the world could use more ’local heroes’ like him.
NEW YORK: Whether Bill Gates is a hero or not is debatable - but
the world could use more ’local heroes’ like him.
That was one of the suggestions made earlier this month by Carrie
Chehayl, VP of Roper Starch Worldwide, during the Marketing Forum 2000
held aboard the Queen Elizabeth II.
The ’Consumer Trends’ session, given jointly by Chehayl and American
Demographics associate publisher and editor John McManus, set out to
cover consumer trends and what marketers can learn from them.
According to Chehayl, people are increasingly looking for a human
’For brands to be successful, they have to start connecting on an
emotional level,’ explained Chehayl, who held up Gates as a ’local hero’
who has done a good job making his presence felt through local
The Roper Starch brand loyalty index also indicated that the number of
people who feel that a ’different’ and ’better’ brand is worth paying
more for has also declined in categories ranging from luxury cars to
’It’s critically important, in developing brand loyalty, to show
continuous ’provement,’’ said Chehayl, meaning that companies need to
continually show consumers why they should stick with a product.
On the flip side, this means that there is more opportunity to poach
customers from competitors. Chehayl said that this has upped the need
for marketers to scrap old marketing ideas. For instance, she said that
a company like Pampers might want to consider targeting women over 40 as
well as the younger population.
And while many companies are defining themselves as either
business-to-business or business-to-consumer, McManus suggested that the
notion of consumer-to-business could be what sets a company apart.
’Consumers are telling us what they want, how they want to behave and
what to deliver,’ he said, partially attributing this increase in
customer power to reverse marketers like eBay, which allow customers to
determine what price they are willing to pay for a product.