Market Accents Provides Strategic Support And Communications For Boutique Hotels And Venues

London, August 2012: Marketing and communication experts Market Accents have introduced a dedicated strategic support and communications service to assist boutique, lifestyle and heritage hotels and venues to develop winning strategies based on evolving customer habits.

This service has developed in response to a growing demand from boutique hotels and heritage venues as they seek to grow the business during these challenging economic times. Noreen Cesareo, Market Accents Principal said, “Over the last few years, this sector has evolved dramatically, as customers have embraced new technologies, developed and changed. The customer has grown more sophisticated and now expects, and demands, an inspiring experience.

In fact, they seek a level of quality service that was synonymous with the glamour and luxury service levels that the previous generation expected and experienced. Today, with their increasing awareness and expectations of cutting edge technologies and design, what customers want is the experience with the “wow” factor, matched with the exclusive five-star service.”

Success in this sector varies depending on location, strategic direction and the type of customers they attract. By tapping into current trends for lifestyle experiences, and creating matches with the organisation’s culture, Market Accents is able to create profiles and develop marketing, communications and PR programmes that include targeted activities. The focus is on creating long-lasting revenue and on generating footfall during typically quiet and low periods.

Over the years, Market Accents has been involved with a number of national and international boutique hotels, venues, membership organisations and professional networks. The focus is always on creating value: gathering insights, establishing propositions, creating marketing and communications programmes and assisting with the management and running of these clubs.

Noreen Cesareo continued: “We have worked with hotels, venues, professional and leisure membership organisations for a number of years and we know this market well. At a time when revenues are down, this is one of the few ways to tap into long-term revenue-generating markets without devaluing any part of the proposition.”

Market Accents is offering a complimentary consultation to organisations, societies and venues to discuss ways to revive the current proposition. For further information, please contact us directly by email at privateclubs@marketaccents.com or call on +44 (0) 7787 555651.

If you like me, you’ll buy my services!

I recently came across a piece of work by Gina Sverdlov of Forrester Research in a report called “The Facebook Factor”. In the report she shows how she applied statistical modeling to add real facts to this controversial marketing dilemma – is there value in having facebook fans?

At some point, we have all been caught up in the argument…do you recommend a facebook page or not? And depending on the brand, customer-base and demographic of the brand owner (age, outlook and skills with new technologies), we may have followed the wait and see cautious approach, hoping to prove with a real ROI to back our decision.

Gina appears to have provided us with an answer. She has examined a large number of factors that potentially contribute to whether a consumer will purchase, consider, or recommend a brand. She specifically analyzes Best Buy, Walmart, Coca-Cola, and Blackberry. The results are very interesting…

With all the four brands, being a Facebook fan of the brand definitely boosts purchase, consideration, and recommendation. Quote..79% of Best Buy Facebook fans bought there in the last 12 months vs. 41% of non-fans. And 74% of them recommend Best Buy vs. 38% of non-fans.

Of all the questions asked, being a Facebook fan had more influence over these behaviors than any other factor. Quote…Being a Facebook fan of Best Buy increases the odds that a customer will purchase by 5.3 times; the next closest influence factor is having researched consumer electronics, which only increases the odds of purchase by 1.4 times.

The pattern appears to repeat itself for every single behavior, with every single brand. For example, having a Walmart nearby doubles the odds that you’ll consider buying there, but being a Facebook fan of Walmart increases those odds by more than a factor of four.

So where does that leave us? Should we be setting aside large budgets to build a massive fanbase on facebook? I think not. Correlation may be an answer for the positive behaviours exhibited by the fans (ie to buy, consider or recommend) but there is not yet proof that being a fan means that person will buy, consider or recommend. Many fans fail to engage even if they like the brand. And if the fan base is created artificially, then is no basis for any purchase as there is little, if any, customer need.

What I have taken away from this is that there is value in having fans and using facebook or other social media to engage with. Fans who feel they are “known” by a brand will be more likely to to buy, consider or recommend that brand. What it does imply is that the brand facebook page will serve as a platform where fans can find engaging content and can interact with other customers and with the brand itself. In turn, they become brand ambassadors, each other happily spreading your messages. So if you are not there, another brand will be, building relationships and interacting with your customers. I think this is a wake-up call.

What’s buzzing for new business ideas?

Posted on January 17, 2012

Catching up on my emails I came across an article written at the start of 2010 on 10 Great Business Ideas and Trends. Written with reference to the states, these trends have also influenced Europe and the UK.

A year on, and during this last year I have been involved in businesses following such trends. Will they succeed? Too early to say. Here they are again. Read and make what you will.

(Excepts). To access the original article,

It’s Boomers (again)

Whine all you want, Gen Y, but boomers are about to steal your spotlight. The 76 million-strong demographic is making headlines for providing a slew of market opportunities such as construction services that make homes more senior-friendly; supermarkets with lower shelves and wheelchair-compatible shopping carts; and sales and tech support by phone for seniors, by seniors.

Would-be retirees are taking over the workforce, too. A recent study by the Center for Work-Life Policy found that 62 percent of working boomers expect to stay in the labor force for at least nine more years, and that by 2020, 80 percent of North American-born workers will be older than 50. Some experts even expect a boom in entrepreneurship as healthcare reform takes effect.

“What this means is that boomers will have a lot of power,” says Stephen Sweet, a lead researcher at Boston College’s Sloan Center on Aging and Work. As boomers age toward retirement, employers will have to consider alternative work arrangements and other ways to accommodate them. The impending takeover is “on everyone’s radar,” he says.

Get Packing

John D. Rockefeller once declared, “If you want to succeed, you should strike out on new paths, rather than travel the worn paths of accepted success.” Given the flagging rate of economic recovery, perhaps Americans have taken his advice to heart–literally.

A plethora of industry reports indicates that travel and tourism are back, and, by the end of 2011, will be better than ever. Revenue is expected to reach nearly $1.4 trillion, a record, says Toon van Beeck, senior analyst at research firm IBISWorld. This means the opportunity in the sector will be “the biggest it has ever been.”

No kidding. Just consider this set of glowing forecasts for 2011: International trips will jump 5.5 percent, to 94.7 million; domestic trips will rise 1.2 percent, to 627.4 million; hotel revenues will go up by 4.4 percent, to $114.8 billion; travel agencies will bring in 3.3 percent more revenue, making the total $12 billion; tour operator revenue will grow 5 percent, to $3.7 billion; and even the RV parks and campgrounds industry will experience a 1.5 percent revenue increase, to $4.5 billion.

That’s only part of it. As the industry increasingly shifts online, opportunities are emerging. The app market, for instance, has swelled from virtually nothing to billions of dollars in just a few years, and smartphone owners are loving their access to a gaggle of Wi-Fi finders, flight status updaters, local restaurant finders, budget booking assistants, translators and more. Websites offering unique travel-oriented services have made a strong showing, too. They include Wanderfly, a personalized travel recommendation travel engine à la Hunch and Pandora; and Dopplr, a site that allows travelers to share their itineraries and get travel advice within their networks. “This [area] will continue to grow, improving the efficiency of the overall industry and increasing demand for travel,” Van Beeck says. “It will be a good time for new players.”

Social Shopping

Nearly half of all Americans are now members of at least one social network and spending more money while they’re at it, double from just two years ago. Research shows that social media users spend, on average, one and a half times more time online than the typical web surfer. In fact, heavy Facebook users spent an average of $67 online during the first quarter of the year–compared with less than $50 for the general netizen, according to recent comScore research.

E-commerce has gone social. Gone are the days of one-way, private online shopping.

The first to really socialize were online flash sale sites, where steep discounts are offered to members for a limited time. Sites like Gilt Groupe, HauteLook, Rue La La and DailyCandy’s Swirl mimic designer sample sales, offering luxury fashion for a fraction of the price. These sites rely heavily on online conversations to drive sales. Smartly so, because a recent MediaPost study revealed that 59 percent of consumers rated “personal advice from friends” as the most influential source of information for their purchase decisions, and 51 percent of Twitter users reported they follow companies, brands or products on social networks.

Also going social are collective buying sites–like Groupon and LivingSocial–which are appearing in most urban areas. Each day members are e-mailed a discount offered by a local business. These sites have integrated tools that allow users to easily share deals and recommendations and plan activities with friends on Facebook and Twitter.

Companies no longer have total control over their brand’s message. That responsibility now falls in the hands of the social web with a recent surge of consumer product review sites like ThisNext, Viewpoints and Milo.

Social shopping startups continue to pop up all the time. One is Swipely.com, which “turns purchases into conversations.” When users swipe their credit or debit card, the transaction shows up on the site–for the community to discuss, of course. –K.O.

Home Sweet Home

As homeowners begin to take care of those leaky roofs and unfinished kitchen remodeling projects put off during the recession, the home improvement sector is off and running. It’s already been a good year–up 5 percent from 2009. The value of homeowner improvements is on track to top $117.6 billion in 2010 and $133.7 billion in 2011, according to IBISWorld.

Retrofitting existing homes to meet energy-efficient standards should be a boon to business, too. What’s more, the aging population’s desire to “age in place” is fueling an uptick in universal design. More boomers are bypassing assisted living facilities–for their parents and themselves–and renovating their homes to be tastefully functional and accessible. So let the hammering begin. –K.O.

Vital Signs

Propelled by recent legislative reform and the ever-aging population, the healthcare industry has never been sprier.

Just take a look at the numbers. Healthcare and social assistance had second-quarter revenue of $459.8 billion, up 2.3 percent from the same time last year, according to the U.S. Census Bureau. In fact, 10 of the 20 fastest-growing occupations are healthcare-related, and the industry will generate 3.2 million new jobs between 2008 and 2018, more than any other industry, according to the U.S. Department of Labor.

“With costs on the rise and access to the healthcare system expanded, the technology and services sectors are poised for growth,” says Bob Higgins, Harvard business professor and partner of Highland Capital Partners, a Boston venture capital firm partnering with healthcare entrepreneurs. “We’re aggressively seeking innovative IT solutions that improve quality while decreasing cost.”

The home care industry, which employs 1.3 million people now, is expected to increase by a vibrant 50 percent over the next decade.

And revenue is expected to surpass $72 billion in 2011, according to the Bureau of Labor Statistics. This growth is driven by graying boomers and hospitals’ recent push for shorter stays–”24 and out the door.” A lovely euphemism. –K.O.

Who’s Your Daddy?

The “mancession” hit guy-dominated industries pretty hard, but the men’s lifestyle market is stronger than ever, bolstered by everything from bacon-flavored toothpicks and shape wear to streamline beer bellies and “moobs” to handmade machinist shirts and “men-only” RVs with an inflatable blowup doll (it comes standard, according to Trend Hunter online magazine).

Dudes are really loving it. Online newsletters and websites like UrbanDaddy and Thrillist, which feature products and services that cater to this youngish, educated, more affluent demographic, are a hit with readers. UrbanDaddy is closing in on 2 million subscribers, and Thrillist is already at 2.25 million.

Advertisers are equally charmed. “We should easily break $10 million in revenue by the end of the year,” says Thrillist co-founder Adam Rich. “Growth is actually accelerating–even female readership.”

His theory is that a broader “man’s position” has become accepted, and guys want to embrace things that reflect more diverse interests–not just steak houses, Rich says, but also projects like the Urban Forest Map, which maps urban trees and their financial effect on water savings.

The market opportunities are only going to increase with e-commerce sites like Etsy, which allow individuals to open businesses with very little overhead. “You used to need a big company to turn the ship, but now cottage craftspeople can see something that’d be cool to have and create it. Then, you’ve got sites like Thrillist to draw attention to the best of them. It’s very synergistic,” Rich says.

So get ready: Mancessorizing is the wave of the future. –J.W.

Micro Green

Bust out the recycle bins and reusable packaging. If you’re not thinking about all the ways to go green, you’re way behind the curve. Sure, clean-tech has been the darling of the venture capital community for a few years now (the sector nabbed $424 billion in 2009 and received 17 percent of all angel investment last year, up from 8 percent in 2008)–but something far more relevant is brewing on the ground level.

Namely, the other kind of green. Sustainable profitability is the catchphrase these days, says Micah Kotch, director of operations of New York City Accelerator for a Clean and Renewable Economy. Since launching in July 2009, NYC ACRE has signed on 10 companies that have raised $8 million and created 60 new jobs, and a few of them are already generating revenue. “The climate piece is secondary,” he says. “The bottom line drives business decisions, and the recent rise of green business accelerators illustrates this phenomenon.”

Best of all, plenty of clean-tech companies are trying to make money by saving other businesses money. ThinkEco, one of ACRE’s tenants, has devised an energy-efficiency “modlet” to regulate outlet power and shave as much as 20 percent off energy bills (it should pay for itself in six months). ClearEdge Power offers a fuel-cell powered energy system that benefits smaller commercial establishments (one hotelier has lowered utility costs by 25 percent, and carbon dioxide emissions by 36 percent).

Even corporations and the government are in on it. Chili’s restaurants, for instance, are installing LED lighting to save an estimated $3.7 million annually; and federal agencies will spend $19 billion by 2015 on technologies like cloud computing and green hardware to reduce energy consumption.

Great Expectations

There’s no doubt that the recession has created a more selective, value-conscious consumer. And retailers, hungry for sales, have fostered that by conditioning shoppers to expect great products and services at reasonable prices. Those expectations will remain.

Francisco Gimenez recognized shoppers’ desire for high-end beauty at an affordable price when he launched his online salon-quality, at-home hair color business, eSalon. Every order is custom-blended by an expert colorist, bottled at a Los Angeles color lab and then shipped directly to the client–all for only $22.

Larger corporations are capitalizing on the emergence of moderately priced luxury. Many budget hotels are pouring money into renovations and added amenities. Motel 6 recently hired a London-based design firm to help revamp many of its properties.

It added crisp new linens, plasma-screen TVs, brightly colored walls and modern furniture.
By the end of this year, Holiday Inn franchisees who haven’t signed on to a billion-dollar overhaul–which includes new signage, business traveler-friendly rooms, comfy bedding and ramped-up customer service–no longer will be able to use the hotel’s name. So far, the improvements seem to be working: Holiday Inn customer satisfaction is at its highest since 2005, a J.D. Power and Associates survey found in June. Super 8 and Red Roof Inn also have announced plans for sweeping upgrades.

More fashion designers are now offering “bridge lines,” or lower-tier collections, for a fraction of the price. Vera Wang recently launched a line for Kohl’s called Simply Vera (nearly everything–including shoes–is less than $100). Isabel Toledo, Lela Rose and Project Runway winner Christian Siriano recently designed lines of shoes for Payless. German designer Jil Sander is set to launch a cheaper line, called Navy, early next year.

Many premium wine brands are also offering value options. Napa Valley’s Diageo Chateau & Estate Wines has had–and continues to have–great success in the high-end market with offerings from Napa Valley wineries like Beaulieu Vineyard and Sterling Vineyards. But seeing a demand for a lower-cost option, the company recently released a youthful, high-quality line of $7 to $10 wines called Wily Jack. A grateful nation of burgeoning oenophiles says, “Salud!” –K.O.

Let’s get physical – Fitness flexes market muscle

Yeah, you’re busier than ever. Yeah, your money is tighter than ever. But, no, it’s not stopping you from staying in shape. Or at least trying to. These days, more and more folks are pursuing easy, inexpensive ways to work out–and, in the process, they’re powering a boom in the fitness sector.

The stats are impressive. Fitness clubs and health stores are now a $41.4 billion industry–muscling up $1 billion from a year ago. Gym memberships have increased steadily throughout the recession–of the 45.3 million health club members, more than 10 million of them joined in 2009, according to the International Health, Racquet & Sportsclub Association.

Fitness buffs are turning to programs and products that can be used anywhere, anytime. Clubs like Anytime Fitness are offering members low-cost dues ($25 to $35 a month) and anytime key access. Members get the benefits of a home gym without the sweaty companions.

As people continue to spend cautiously, working out at home becomes more popular, too. The quality and variety of options has improved greatly in recent years, he says. “As Seen on TV” products are leading this explosion–home fitness was the top-selling infomercial category in 2010, according to InfoWorx, an infomercial production company in Boca Raton, Fla.

And the recent onslaught of low-cost iPhone fitness apps like iFitness and iWeight Deluxe adds to the ease of staying healthy away from the gym.

For those who simply can’t dedicate blocks of time for hitting the weights and those cardio machines, more companies are releasing products to help people, ah, squeeze a little fitness into everyday activity. Butt-sculpting shoes, anyone? –K.O.

Social Media as a Branding Tool

While over 90% of major brand owners are now using social media such as Twitter and Linkedin, however social media still remains primarily a marketing medium rather one that generates tangible revenues according to a recent survey by Booz & Co and Buddy Media.

From 100 large organisations, (94%) listed Facebook among their top three social priorities, closely followed by Twitter on (77%), with YouTube lagging at (42%). Blogs and branded platforms scored (25%) each, LinkedIn posted (13%) and location-based tools like Foursquare received (8%).

The average organisation typically has 4 to 5 social media sites at present, set up by Marketing departments (81%); digital teams (62%), PR units (48%) and customer service groups (26%).

The general consensus (94%) was that being an early adopters and reacting quickly was essential to social media success. They also believed in having an internal “owner” and “champion” (93%), all of which was well supported by leadership and in-house education (90%).

What are they being used for?
The main use for sites such as facebook and twitter is advertising and promotions (96%), while (88%) used them for PR; 75% maintained open links for customer service and (56%) used them for market research.

Commercially, it is still early days, although (44%) expect to have revenue-generating platforms linked to social media in two years time. Just (40%) are employing them for sales purposes, and a further 46% think they deliver purchases and meaningful leads.

By contrast, (90%) mentioned benefits tied to brand building; 88% agreed they stimulated buzz, 81% referenced securing consumer insights and 78% cited enhanced marketing effectiveness.

A majority of companies also already have dashboards, and enjoy partnerships with specialist agencies as they follow a clear, integrated social media strategy.

Similarly, while 67% of businesses allocate less than 5% of digital marketing budgets to social channels today, a 55% share believe the proportion of new media spending directed to this route will be at least 10% three years into the future.

What this shows is that large, leading companies are shifting their marketing focus to actively transform their model from brand management to brand curation.

via Booz & Co & Buddy Media as read in WARC