Armida Ascano — December 24, 2011 — About
References: watch.bnn
This past Wednesday marked the national debut of the Trend Hunter 2-minute documentary, with our Chief Trend Hunter and innovation speaker Jeremy Gutsche and Co-Owner and Producer of Crucial Pictures Lee Harris appearing on BNN's Headline News to talk about the top marketing trends of 2012.
According to both Gutsche and Lee, the biggest marketing trend of 2012 is Shadow Marketing, which is a new form of video advertising based on a softer, more story-based sell. These story-based corporate clips are Crucial Picture's specialty: 2-3 minute long films that have less to do with a brand and more to do with a story. When done correctly, these films are the antithesis of the traditional, 30-second commercial.
The Trend Hunter documentary falls under this category, as it builds a connection with the TH story. Gutsche believes this is where the genius of Shadow Marketing lies; traditional marketing tactics may build personal connections, but stories will build cultural connections.
Gutsche also discusses how companies integrate social issues into their business models, and mentions SocialBusiness.org, Trend Hunter's sister site, as a place to find those ideas. He explores how a social angle can give your product new life and help your brand have charisma.
Watch the episode to learn about the rest of 2012's top marketing trends.
WATCH THE FULL 30-MINUTE EPISODE HERE
According to both Gutsche and Lee, the biggest marketing trend of 2012 is Shadow Marketing, which is a new form of video advertising based on a softer, more story-based sell. These story-based corporate clips are Crucial Picture's specialty: 2-3 minute long films that have less to do with a brand and more to do with a story. When done correctly, these films are the antithesis of the traditional, 30-second commercial.
The Trend Hunter documentary falls under this category, as it builds a connection with the TH story. Gutsche believes this is where the genius of Shadow Marketing lies; traditional marketing tactics may build personal connections, but stories will build cultural connections.
Gutsche also discusses how companies integrate social issues into their business models, and mentions SocialBusiness.org, Trend Hunter's sister site, as a place to find those ideas. He explores how a social angle can give your product new life and help your brand have charisma.
Watch the episode to learn about the rest of 2012's top marketing trends.
Trend Themes
1. Shadow Marketing - Opportunity to develop persuasive and emotive video ads that connect to consumers through engaging stories instead of traditional advertising tactics.
2. Story-based Marketing - Opportunity for businesses to create short films that connect to their audience in a meaningful and memorable way, moving away from the traditional 30-second commercial approach.
3. Socially Driven Business Models - Opportunity for brands to create products with a social angle, combining profit with purpose to build brand charisma.
Industry Implications
1. Advertising - Opportunity for advertising agencies to emphasize Shadow Marketing, develop commercials with robust stories that avoid traditional sales pitches.
2. Film Production - Opportunity for film production firms to focus on developing short stories that resonate with audiences and require less emphasis on particular brands.
3. Social Enterprise - Opportunity for businesses to implement socially-driven business models and combine profit with purpose to create better brands and products.
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