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LAMBERTVILLE, N.J. -- Oxford Communications, the creative marketing agency that works with Quick Chek, offered up five marketing resolutions for 2010 to help brands leverage industry trends and prepare for the "consumerism renaissance."
"For the past two years, marketing was focused on empathetic messaging and conservative spending as consumers and businesses weathered an uncertain economic climate together," stated company president John Martorana. "For 2010, marketers will use optimism and engagement as core messaging platforms to facilitate the return to consumerism."
Oxford's five "Marketing Resolutions for a Brave New Year" are:
-- Work the crowd: Go beyond basic status updates and 'tweets,' and start embracing the power of online consumer conversations. Social media needs to work in perfect harmony with more traditional marketing; engaging consumers in dialogue; offering personalized guidance and assistance; and presenting exclusive sales, promotions, contests and games. Social-on-the-go will continue to grow in popularity as Smart phone usage soars, so brands must ensure they travel with consumers through mobile sites.
-- Be bold, take risks: When competing for consumer attention, only brand messages that are energized, confident and risky will cut through the noise, according to the agency. As the economy recovers, Oxford expects to see the return of big, bold campaigns, blended with messages that appear in unexpected places. Businesses should tap all of the senses to convey the taste, texture, smell, look and feel of the brand to consumers.
-- Harness the power of the screen: With ever-progressive innovations in online and Smart phone technology, digital distribution channels are the new frontier of marketing. Digital marketing delivers cost-effective, personalized brand messages to consumers with instantly traceable results and thanks to increasingly sophisticated behavioral targeting, is an effective way to reach the audience.
-- Be an open book: Brand trust will be a prerequisite to brand loyalty in 2010 as consumers question, research and compare before committing. Feed the appetite for facts and foster belief in your brand by giving shoppers details about product origin, brand stories, recommendations, craftsmanship briefs and company background. Consumers want to come to you with questions and know you'll give them a straight answer.
-- Cater to a conditioned consumer: A more confident consumer will be seen in 2010, but one that will continue to look for quality and value. Always ask, "How is my offer going to bring value to my audience?" If you can't clearly recognize your value proposition, you're most likely headed in a direction that isn't going to move your audience.
Lambertville, N.J.-based Oxford Communications works with regional clients such as Quick Chek, Wegmans Food Markets and Drexel University, as well as national consumer brands, including Prime Outlets and Brother International Corp.
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