You have no excuse not to with today’s dramatically informative market research methods, which encompass everything from old school surveys to secret-agent-caliber equipment. The market is changing, and market research methods are changing right along with it. They are evolving into increasingly shopper-focused, in-store-oriented techniques… because at-retail is the new mass medium.
You’d certainly expect to see some exciting sights in America’s playground, and the At-Retail Team here at Accelerator did just that in Las Vegas this past week. We couldn’t have been more enthralled by what we encountered at the 2008 In-store Marketing Expo: groundbreaking research, true innovation, and the chance to spend some quality time at the feet of the store honchos from Walmart and Kroger.
Over the next few weeks we’ll be paying out the jackpots of information we’ve won for our clients. We’ll share insights on merchandising trends, innovative materials, and substantive research that is changing the ways marketers develop products and the ways retailers will sell them.
Organic. Green. Eco-friendly.
These are the buzzwords in today’s society, words that convey a newly heightened environmental consciousness. Consumers everywhere are beginning to switch to re-usable tote bags and energy-efficient light bulbs, taking small steps to reduce their carbon footprints and protect the environment. The individual is now empowered.
If you’re a marketer there’s possibly one time and one time only in your entire career when THE IDEA will come into your life. You know – THE IDEA that will put game-changing points on the board, move the needle, and make your career.
You know the kind of idea I’m talking about – the kind of fresh, share-stealing, eye-popping idea that makes everyone in your department, division, company and industry stand slack-jawed in AWE and enviously murmur in their minds, “I wish I would have thought of THAT.”
You may have noticed that Accelerator has a fresh new look! But before we
can tell you why, we have to tell you how we’ve gotten where we are today.
It’s been over six years since the Accelerator Companies launched out amidst
the devolution of the traditional ad agency models. Where big media once
dominated, new channels of reaching people opened. Clients split duties of
creative, planning, and media, causing the slow, dinosaur agencies to watch
their accounts vanish before their eyes. Suddenly, the new guys on the
block, like Accelerator, were capable of out-running, out-pacing, out-thinking,
and most of all, out-creating these advertising giants.
Legendary ad god David Ogilvy said, “I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.”
As an agency founder and industry leader, I can attest to the veracity of that statement. As soon as sales slump, forecasts go south, and stock values decline, many of our clients tend to raid the advertising war chest in an effort to spread the wealth around their overall budgets. Continue reading
When the founders of Accelerator started out in business, it wasn’t to make a fast buck. They knew that it would take years, maybe even decades of providing a higher level of client service, delivering bankable results, and foregoing fast cash in order to always provide a better bottom line to clients instead of themselves.