As seen at the BCAMA Breakfast Series

Expletive magazine headlines, cat-focused ad agencies, a critical look at the hum drum Superbowl ads, and a war room like Q & A period (okay that one’s a stretch), were all part of the engaging BCAMA Breakfast Series on Thursday morning.

Among the plethora of tidbits and insights into the future (can you say, “wireless internet in your car”?), these were the six points that seem to me to be the most relevant #trending topics for 2012:

1. 70% of people won’t buy from a brand they don’t like
2. “Flawsome” – Brands that show their flaws are better
3. Deliver meaningful value by not interrupting
4. Silence as a key trend
5. Content
6. Proliferation of screens

1. 70% of people won’t buy from a brand they don’t like

Human nature is to appreciate in others the qualities we like most in ourselves.

Consumers like to think the brands they support are run by “people like them”- people who have principles and values like theirs. “People don’t buy what you do, they buy why you do it.”

In 2012, strive to become a brand your customers like. Create advertising with those values in mind, and it will resonate.

2. “Flawsome” – brands that show their flaws are better

Darren Yada filled in for Rethink’s Tom Shepansky who was called away to a “mission critical” meeting – probably something to do with the dark side of the moon. With the flair of a true pro, he delivered the 15 minute talk on 6 hours of prep and less (I’m sure) sleep. One of the best points from Rethink’s presentation was the idea that it’s not just okay for brands to make mistakes, but that making mistakes provides the opportunity for them to seem more human.

Social media has been tried and failed by many. That’s because brands try to hide any negativity surrounding their business instead of joining in the conversation. People love it when the brands they know prove to be a flawed as they are. The best example of the day was this rogue tweet from a Red Cross employee:

The post was quickly deleted and replaced by a tweet from Red Cross, “We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys.” This witty response not only diffused the situation, but showed Red Cross to be a human, funny, and real organization. Being upfront and honest about mistakes goes a long way.

3. Silence as a key trend

All sales staff know that a key tactic in negotiations is silence. What more is advertising than a long and drawn out process of negotiation for loyalty with your potential customer?

If you can bring your viewers/readers/listeners a peaceful and calm moment in this hectic world, that will have more oomph than any tagline. A company that cares about their customer’s mental and emotional well-being? That’s a brand people want to be involved with in 2012.

4. Deliver meaningful value by not interrupting

Advertising is known for interruptions; commercials interrupt your TV and radio shows, banners pop up when browsing the internet, emails fill your inbox, and billboards block your view of the mountains. The no-brainer trend for 2012 is to shy away from these more intrusive forms of advertising in favour of a form that is welcomed by the consumer.

This tidbit means marketers should ask, “When and where do people want to hear from me? How can I inhabit that space in a meaningful and influential way?”

This channels most obviously into social media, where people literally opt-in to the conversation with and about your brand. However, in 2012, advertisers are challenged to think about traditional forms of marketing with this in mind as well. How do I bring my target market the meaningful content they are looking for today? Which is a great segue to…

5. Content

This was easily the biggest topic covered by all four speakers and the moderator at the breakfast panel. More than ever, content needs to come before all else.

A Canadian Budweiser hockey ad ran during this year’s Superbowl. The ad showed a men’s rec hockey team in Port Credit playing their weekly game. Suddenly a flash fan mob rushes in, play by play announcers start dictating over the loudspeaker, and mascots start firing t-shirts out of cannons into the crowd. When the final goal is scored in overtime, confetti rains from the sky. The interviews with the players afterward are touching, as are the emotions on their faces as they experience their version of the Superbowl. Enter Budweiser tagline, and scene.

The production is flawless and the story is heartwarming. The branding is obvious enough for the ad to have the necessary relevance, but subtle enough that it doesn’t distract from the emotions and excitement of the commercial.

It currently has over 3 million views on Youtube.

John St. is an advertising agency based in Toronto, ON. Their “Catvertising” video on YouTube makes fun of the prevalence of cat videos, while exploiting their power to bring views. The ad shows the firm making the transition from an advertising agency to a “catvertising” agency. The cuteness factor alone is enough to get almost 1.5 million views.

In both of these ads, interesting and relevant content is the most important factor. Stimulating conversation about your brand is more important than inundating your viewers with your brand messaging.

It’s a little counter-intuitive, and can fail miserably if the content isn’t razor-sharp production wise. It can also fail if it’s not totally in line with your brand values. The challenge for 2012 is to bring more of this consumer-centric content to your brand.

6. Proliferation of screens

The sheer number of screens we look at each day is enormous. Phone screens, personal computer screens, work computer screens, TV, iPad, ATM screens, debit and credit machines, the order screen at the drive thru, a screen to watch the hockey game on…the screens are endless! Our time is being monopolized by screens, and no one more so than Generation “Z”.

The children of late bloomers and Gen X are raised in an environment where screens are an integral part of communication patterns. Emails, tweets, Facebook, and blogs are the standard in expressional outlets. Children and young adults who don’t remember a time where they couldn’t order their clothes online are becoming spenders, and there is more and more money to be had.

In 2012, smart marketers must figure these up-and-coming wallets into their integrated plans. Access to online shops and social conversations – including the up and coming “Pinterest” – need to be strategically managed. Pinterest is one of the top five referrers to online retail sites – if you’re not there yet, plan to be soon.

Access to your brand on “screens” dramatically increases consumer spend. In one case study, Urban Outfitter tracked that if a customer interacts with a digital aspect of the brand via two channels – phone, internet, or in-store kiosk – then their spend is three times higher than the average consumer.

Relevant digital content equals dollars. It’s that simple.