Oh gawd not another one.
ever feel annoyed when you’re getting out your car and some pesky guy comes over begging for ‘cool interesting stuff’ saying he’s a ‘trendwatcher’? i mean is it just me, or is every 2nd person on the street a trendwatcher these days? i was a trendwatcher once. but back then, nobody had heard of Demetri Martin. thecoolhunter didn’t exist. the internet was held together by Yahoo Tape. nobody but designers knew about ffffound. times have changed y’ulle. if you’ve got Google, you don’t need a trendwatcher to tell you what’s cool. in fact this site + this site = free cool stuff in your RSS feed 4 eva. now grow up and get a real job.
A company of trendwatchers.
A freelance trendwatching consultant (be prepared to pay more $$)
Posted in advertising, insight, trends
Tagged advertising, beggars, grow up, homeless, insight, market research, marketing, my branded life, real-time, south africa, trendwatchers, trendwatching, youth
as a writer who crossed over into strategy (and by that i mean tripped, hit my head and woke up on the other side of the fence with a throbbing skull and the desire to speak, live and think rhetorically), my favourite part of the marketing and advertising process was always the part where i got to write up consumer psychographics. i’ve been told i’m quite good at it. i’ve also been told i’m quite good at lying and manipulating people, but i guess like everything in life it depends on your attitude.
one thing i noticed about market research is how deeply marketers read between the lines. if a consumer says “I like Coke Zero”, a bunch of invisible subtitles that only us marketers can see comes up which translates that sentence into:
“I am a young female who was once naturally skinny except now i have passed the age of 21 and got some muffin tops which have caused me to stop buying Levi’s jeans since they only really fit hip-less girls and now I buy my jeans at Woolworths because I am scared if I spend too much money on a brand it will be a waste because I will probably get fatter and have to buy more jeans anyway. My ideal car would be a Mini Cooper and while I don’t save yet I appreciate Standard Bank’s attempts to lure me into their Achiever Plan with neat discounts from Apple. Apple 4 Ever. PC sucks. I aspire to Scarlett Johanssen because she is sexy and proud of her curves and has a brain because she did an album of Tom Waits covers.”
so when i discovered this site called Beforeidieiwantto.org i thought it would be handy resource for marketers. What you do is print out the Polaroids and use them as Flash Cards to flex your psychographic muscles when you’re sitting around sharpening your pencils and pretending to put briefs into the system. treat the statements about what the consumers want to do before they die as insights into the mind of the consumer, and translate it into strategy speak.
>>>>>beforeidieiwantto is a site set up by some Polaroid fans to protest Polaroid’s decision to stop making film. basically they go around taking Polaroids of people and asking them to name one thing they want to do before they die. i guess it captures the spontaneity and spirit of Polaroid while turning each photo into something meaningful and completely non-disposable, ie. the total opposite digital photography.let’s take a look at what kind of conclusions you can draw from the following consumers and their Polaroid statements:
Demographics: Age 18 - 23, LSM 6+, Male.
“My parents love me and want me to succeed in my own time so they buy me tops from Guess and Diesel (sometimes) and my jeans from Levi’s from Edgars because my mom has a card there. I tell people I drink Heineken because it makes me feel like I am absorbing a bit of the zany-ness in their ads through osmosis but I’ll drink anything really. I listen to 5fm and i belong to the Junior Rotary Club (a.k.a i pay a Tiger Tiger VIP membership fee so i can skip the queue). I drive an Opel Corsa but I aspire to a Hummer and I once entered that 5fm competiton to win one but i kept forgetting to phone in so I didn’t. I have a girlfriend but she hates me because i play Xbox when she’s over and the one time she thought i gave her herpes. I watch TV as often as I can because I believe an education is really important.”
Demographics: age 21 - 25, LSM 6+, Female
“I was one of those awkward teenagers who eschewed mainstream cool culture, and used words like ‘eschewed’. Because I am of above average intelligence i realise that not buying into mainstream means i buy into alternative, and i looked to art for my inspiration eg. Rammstein, mIRC, Doc Martens. Marketers who want to get my attention should appeal to the fact that I consider myself above my peers because i don’t buy into MTV culture. I do have some insecure moments and I have caught myself comparing diet products. I am and always will be a PC person and think people who use Apples are dupes. I spend my spare money on figurines and fantasy novels and i get a LOT of cashback vouchers from Exclusive Books. I don’t watch TV because i get my series downloaded. I drink White Horse whisky because it’s actually a good blend and Lagavulin is its core malt, which means I use knowledge of exclusive brands as status symbols. If I were a car I would be a Black Vintage Chevrolet, or whatever the car is in Death Proof. Tarantino is a genius.”
**********Get Practising your psychographic skills HERE**************
PS. I really respect this initiative, since i have a Polaroid camera and I really really don’t want to run out of film.
Posted in advertising, consumer, insight, personal branding, youth
Tagged advertising, analysing, before i die i want to, bell's whisky, black vintage chevrolet, chat, consumer insight, core malt, death proof, doc martens, flash cards, free, heineken, how to write psychographics, lagavulin, market research, marketing, mIRC, mybrandedlife, party, polaroid, print out, profiling, psychographic, rammstein, save polaroid, south african, stop making film, tarantino, teens, youth
Do you love this t-shirt? Then yes, you are alt.
i guess working with a bunch of people who are ever referring to varying degrees of ‘cool’ made me jaded when i should have been slutting around semi-naked and badly dressed in blue stockings and red Converse High-tops, delighting in my own ‘cool’, but this site Hipster Runoff, has brightened my day and unjaded me thoroughly. i highly recommend it if you have spare time at work / have work you don’t want to do / think of yourself as uncool / think of yourself as cool / spend more than 30 minutes getting ready in the morning / walk around mumbling ‘why so serious?’to yourself the whole time. you won’t regret it.
Posted in cool stuff i like, personal branding, popculture, SA "street", SA cool kids, youth
Tagged alt kids, alternative, converse, cool, cool kids, DIY joker makeup, donnie darko, emo kids, fashion, genres, hipster runoff, inge beckmann, lark, lifestyle, long street, musicians, mybrandedlife, napoleon dynamite, red, south african, the real estate agents, why so serious, youth
okay, i might be a million years late here, but i have just been introduced to Addictlab by a reader. From what i can tell, Addictlab is another creative gathering, except it’s got a lot more purpose than some of the stuff that’s out there. one might compare it with a property like Pecha Kucha, except it does a lot more than showcase opinions via an aggrandised brainstorm.
it has 2 sides to it: a creative side and a business side.
if you’re a creative, you sign up and put your work and inspiration on the site. depending on the needs of the active projects, you will be called upon to brainstorm and work in a freelance capacity. if you’re a business looking for a creative solution, you browse through the work that’s been done and can use what you like as reference. you then brief addictlab, and they brief their creatives, and together you come up with a solution. the solution can be anything from a first-phase brainstorm to a fully executed ad campaign to a street squad who hit the town with stencils to the development of a new product entirely. it connects brands with young, creative people who offer a very real service: they engage with your brand and make it their own. Addictlab also offers research and insight services, which makes complete sense.
i would love to see how this works in South Africa, where it seems to be now open for business. i’m signing up as we speak. watch this space.
Posted in collaborations, consumer collaboration, cool stuff i like, innovation, NPD
Tagged addictlab, better than, brands, business, consumer collaboration, creative, creative industry, freelance, generate, graffiti, hive, hub, ideas, innovation, instant grass, logo, marketing, mybrandedlife, new product, pecha kucha, product, professional, service, south african, street, workshare, youth
been out and about talking to a lot of high school kids lately. here are some snaps from Trafalgar High in Cape Town who kindly hosted us last week. brought back so many memories of being at school.
evidence of the mxit generation, these girls swop songs on their cellphones.
hallways, kids moving between classes.
window with some Tip-ex graffiti .
and a totally neat poster on packaging found in a classroom.
and this old nestle recall poster:
and the setting – very pretty.
Posted in Cape Town, consumer, instant grass, mobile, music, new media, people i work with, seen around town, youth
Tagged Cape Town, focus groups, generation, high school, informal, instant grass, kids, mxit, mybrandedlife, nestle, packaging, poster, product recall, schoolkids, south africa, trafalgar high school, tuckshop, youth
the way our company works is we have a bunch of trendspotters – we call them ‘grasses’ – who we give cameras to so that they can go take photos of their lives. here are some cool pics i’ve found while doing a bit of work this evening:
Posted in consumer, grasses, instant grass, photography, popculture, SA "street", seen around town, youth
Tagged be a grass, Cape Town, culture, grasses, instant grass, johannesburg, join, mybrandedlife, photographs, south africa, taking pictures, trendspotters, youth
crazy twinnage. with rieshdah in the middle.