If you think about it, air travel today, even transatlantic trips, is for many people as commonplace as jumping on the bus into town (and, for certain demographics, even more commonplace!). And with air travel predicted to double over the next two decades, “I’m just popping to Sydney for a meeting / shopping / visit to the opera” stands a chance of becoming part of everyday language (well, I hope so, anyway!). Read more »
Boodles, Heathrow Airport
There have been quite a few pieces of editorial written recently about the continued health of the luxury market, driven by both homegrown purchasing and luxury tourists travelling not just to UK shores, but to UK stores. Read more »
Targeting the tech-savvy
In 1962 Everett Rogers’s ‘Diffusion of Innovations’ defined individuals’ adoption of a new technology or idea as putting them in one of five groups: innovator, early adopter, early majority, late majority and laggard. When people want to gauge how quickly technological developments make it from launch to commercial success they often look at the speed through which they pass into the ‘majority’ phase – critical mass, where they get a life of their own. Read more »
I’ve been thinking about the importance of points of transition, or ‘Gateways’, for advertisers, and the way they capture a consumer as they move from one activity and mental state to the next. These transition points we pass through every day could include getting off the overground train and jumping on the bus; driving home and switching on the TV; or reading a paper on the way to work then coming into the office and going online. Read more »
In my line of work we’re often confronted with two pieces of film purporting to encapsulate the development of digital and the effect that out-of-home media has on the individual at any given point. The first is the famed ‘Minority Report’ piece where Tom Cruise is confronted with digital outdoor media recognising and addressing recommendations to him personally. The second is the Simpsons ‘Billboard changing day’, with Homer Simpson promising: ‘Whatever you say, Mr Billboard’. With the focus on the development of out-of-home environments where digital is either the majority, or the entirety, of the advertising portfolio available, we probably need to make a mix of the two. Perhaps Homer in a mall of the future: “It’s billboard changing hour! Whatever you say right now, Mr Digital Billboard”.
Haymarket © 1957 – 2012
