In today's fast-paced, constantly-evolving business environment. a brand strategy is important to reflect the company's beliefs, personality, and promise to customers.  A strong brand identity will help a company stand out from its competition, win over loyal customers, and achieve long-term success.
 
Brand marketing is always evolving with new technological development, changes in consumer behavior, and shifts in market dynamics.  In this blog, Allen Marketing Communications, Inc. explores the trends that are now reshaping Brand Strategy Marketing Services to help companies stand out from the competition.
 
Creating Customized Customer Experiences
 
Personalization is key in brand development marketing.  Brands must provide customized experiences that connect with each individual.
 
Brand marketers are using cutting-edge technology, AI and data analytics to understand demographic profile of customers, past purchases, browsing habits, and even social media interactions. The insights are extremely invaluable to help brands connect with their target customers. The days of using generic marketing strategies are over.
 
Brand strategy marketing offers a wide range of customization possibilities. Personalized email newsletters are an effective tool to target certain client segments with relevant content, discounts and special promotions.
 
Brands are able to make personalized product recommendations by examining client browsing and purchase data. To provide a seamless and customized browsing experience, brand marketers can develop interactive websites and mobile apps to change content and offers depending on unique user profiles.
 
User-Generated Content (USC)    
 
User-generated content (UGC), content generated by the customer, has emerged as a prominent trend in brand strategy marketing in the era of social media.   Brands are now embracing and utilizing UGC to expand their audience, establish credibility, and build brand ambassadors.
 
60 percent of marketers agree that authenticity and quality are equally important elements of successful content. And there’s no other content type that’s more authentic than UGC from your customers. (Source: Hootsuite)
 
USG also helps with the word-of-mouth recommendations by showing potential buyers that actual people have positive experiences with the goods or services of the business.
 
Brands can leverage USC by holding contests, by developing branded hashtags, or by including customer tales and testimonials on a company’s social media platform and website.
 
Through the influence of their peers, this trend not only improves the brand's relationship with current customers but also draws in new ones.
 
Marketing With A Specific Purpose
 
Consumers are looking for brands with similar values as their own and for companies with a track record with corporate social responsibility.  It is important to have a strategy that goes beyond making a profit and showcases the companies’ sincere commitment to advance the common good in their communities.
 
Purpose-driven marketing goes above and beyond conventional marketing tactics by including a deeper purpose that connects with customers on an emotional level. It also conveys the brand's vision, core principles, and social impact and shows companies stand for something bigger than their products.
 
A company builds an emotional connection with its customers and fosters brand loyalty over time when it publicly demonstrates its dedication to a cause. Research shows “brands with a purpose frequently do better than those without in terms of retaining and gaining new customers.”
 
New Applications of Social Media And Influencer Marketing
 
Social media and influencer marketing are becoming extremely important to enhance brand awareness.  Companies must regularly review their tactics to stay abreast of new features and enhancements on the social media platforms.
 
Influencers are more important for businesses 1) they help with word of mouth awareness 2) they have dedicated followers 3) their posts can build awareness for a product or service.  It is important for brands to negotiate multiple posts from influencers to maximize the expo.
 
Promote Diversity, Equity, And Inclusion
 
During the last couple of years, companies have made Diversity, Equity, and Inclusion (DE&I) policies a priority especially as it pertains to their staff and hiring practices.   In terms of brand marketing, DEI has become an important message in marketing campaigns to reach multicultural audiences and to capture their share of market and share of wealth.
 
Research by Adobe revealed that “61 percent of consumers said diversity in marketing and advertising was important to them, and that 38 percent of consumers were more likely to choose brands with diverse marketing campaigns over those without them. These trends appear to be here to stay, as Gen Z places a strong emphasis on racial and gender diversity in marketing and anticipates brand participation in social equality discussions.” (Source: thinknow)
 
Brand marketers should consider DE&I when developing the visuals and messages for your marketing campaigns since users prefer to see commercials and marketing campaigns that reflect the variety of the world around them.
 
Brands that embrace these trends and use them to build genuine, customer-focused experiences are well-positioned to win in today's competitive market. Brand Strategy Marketing Services from companies such as Allen Marketing Communications, Inc. will help companies capture share of market, share of voice and share of wealth in their industries.
 
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.

Wellness travelers, historically, have embraced yoga, meditation, hiking, and spa treatments to relax, recharge and revitalize their mind, body and soul. Now, wellness travelers are embracing the holistic practices of indigenous cultures, sparking the indigenous tourism trend to enhance their physical, emotional, and spiritual well-being.
 
Did you know . . .

• “In the pre-pandemic year of 2019, wellness tourism reached a record $720 billion, but then took a devastating hit in the pandemic year of 2020, falling to $436 billion. (Source: Global Wellness Institute)
• The future looks very bright: The GWI forecasts that the market will reach $817 billion in 2022 and soar to $1.3 trillion by 2025–the fastest growth rate of any wellness market through 2025.” (Source: Global Wellness Institute)
• “Community-led Indigenous travel offerings are now surging--from the boreal forests of Canada to the Australian Outback--and speak deeply to travelers seeking inclusive and sustainable travel experiences. And this fast-mounting interest in original cultures includes indigenous wellness practices, from purification ceremonies to food and nutrition.” (Source: Global Wellness Institute)

 
The Covid-19 pandemic has inspired individuals to explore non-traditional ways for self-care, to reconnect with nature and to seek authentic cultural experiences. In the wellness industry, indigenous travel has become increasingly popular because 1) this indigenous community has always had a deep connection with nature and 2) wellness travelers embrace the healing practices of sweat lodges and medicinal plants.
 
In this blog, Allen Marketing Communications, Inc. a boutique wellness public relations agency based in New York City, explores how indigenous travel is providing wellness travelers with life-changing experiences.
 
Cultural Immersions
 
Indigenous travel offers a truly immersive experience into the indigenous culture, customs, beliefs and traditions.  Wellness travelers gain greater understanding of their way of life.

They also get an eco-tourism experience since they are surrounded by areas of natural beauty of the outdoors.

• Popular indigenous travel tours include the following:
• Staying in residences with indigenous families
• Taking part in customary rituals
• Discovering indigenous arts and crafts
• Exploring historic and archeological sites
• Meeting with indigenous leaders to learn first hand about the culture and traditions.

 
Holistic Healing
 
Indigenous communities have always followed holistic wellness practices that support physical, mental, and spiritual wellness. It is only natural for there to be a connection between indigenous travel and wellness.
 
Many Indigenous communities have been integrating health practices into their tourist offers such as:

• Embracing sweat lodge rituals
• Using unconventional medical procedures as acupuncture and massage
• Participating in mindfulness and meditation sessions
• Learning about traditional plant medicine.

 
In fact, several spas are offering a new take on a sweat lodge experience to revitalize the wellness traveler.
 
Eco-Tourism Adventures
 
Indigenous travel is a natural tie in with an eco-tourism adventure since there is already a natural connection with nature.
 
“Eco-tourism in Indigenous territories should “facilitate the involvement and experiences of indigenous people as integral to the travel experience by using and acknowledging their role as stewards of the environment,” as explained by advocacy group Cultural Survival.” (Source: EuroNews.com)
 
“Eco-tourism is a kind of sustainable travel that aims to preserve animal habitats, natural resources, and carbon footprints.” (Source: Hootboard). Many eco-friendly activities include hiking and kayaking in pristine, unspoiled areas of natural beauty.
 
Indigenous travel is a growing segment in the wellness industry. Our wellness travel public relations professionals are here to help.         
 
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
​Image:  Pexels

Wine and spirits industry is an essential part of our social lives.  The wine and spirit industry is always changing to meet consumer tastes and demands – from the rise of hybrid and indigenous wines to the expansion of low to no alcoholic beverages.  
 
Research reveals “the Global Wine Market accounted for $489.3 billion in 2021 and is estimated to grow to a market size of $825.5 billion by 2030, growing at a compound annual growth rate (CAGR) of 6.1% through 2030,” according to Dimensional Insight. 

In today’s competitive wine and spirits industry, it is really important to stay abreast of industry trends to develop the best campaign to generate brand and consumer awareness for the wine or spirit.  To help wine and spirits companies break through the clutter, Allen Marketing Communications, Inc, a boutique wine and spirits PR agency in NYC, will discuss the top five wine and spirits trends that are shaping the industry this year.
 
Hybrid And Indigenous Wines
 
Hybrid and indigenous wines are two of the most prominent trends in the wine industry today. These wines offer unique flavors and a sense of authenticity that is increasingly appealing to consumers.
 
Hybrid wines are created by crossbreeding two or more grape varieties to produce a new wine varietal that combines the best characteristics of each parent. This process results in a wine that is uniquely different from traditional wines. 
 
Indigenous wines, on the other hand, are wines made from grape varieties that are native to a specific region. These grapes are uniquely suited to the climate and soil of that region, resulting in a wine that is truly representative of its terroir. 
 
Hybrid and indigenous wines are popular because consumers desire unique and authentic wine experiences. Wine drinkers are becoming more adventurous in their wine choices, and these wines provide an opportunity to try something new and different. Additionally, there is a growing interest in supporting local businesses and products, which makes indigenous wines particularly appealing.
 
Another factor contributing to the popularity of these wines is their quality. Both hybrid and indigenous grapes are often grown with care and attention to detail, resulting in high-quality grapes and wines. This attention to detail is particularly important for indigenous grapes, which require specific growing conditions to thrive.
 
Finally, the increasing popularity of these wines is also due to the expanding market for wine. As wine consumption continues to grow around the world, consumers are looking for new and exciting options. Hybrid and indigenous wines offer a unique and authentic experience that is increasingly appealing to a wide range of consumers.
 
Alcoholic Ready To Drink Wines Embraces Natural And Herbal Flavors
 
Alcoholic ready-to-drink (RTD) wines with natural and herbal flavors are a growing trend in the wine and spirits industry. These beverages are made by infusing wine with natural herbs, fruits, and vegetables to create unique and flavorful combinations.
 
“The ready-to-drink segment, which includes malt-based, wine-based and spirit-based beverages, has been the fastest growing portion of the market and is expected to grow by an additional 8 percent by 2025. For existing RTD brands, this means more competition and the need to innovate with new offerings.” (Source: Overproof.com)
 
Alcoholic RTD wines with natural and herbal flavors are key drivers behind these popular wines. Consumers are becoming more health-conscious and are seeking out alternative beverages that are made using natural ingredients and free from artificial preservatives and additives.
 
“According to Sensient, Millennials, who account for 62 percent of the RTD market, are now looking for RTDs that provide more flavor without the sugar. Millennials also tend to be early adopters of trends, making it even more important to address this demand.” (Source:  Overproof.com)
 
Alcoholic RTD wines with natural and herbal flavors are also popular among younger consumers who are looking for a more contemporary wine experience. These beverages are often packaged in convenient and portable containers such as cans or bottles, making them easy to consume on the go or at social events.
 
Versality is another factor contributing to the popularity of alcoholic RTD wines with natural and herbal flavors. These beverages can be consumed on their own or used as mixers in cocktails. For example, a wine-based cocktail made with natural and herbal flavors can be a healthier alternative to traditional cocktails made with sugary mixers and artificial flavors.
 
Finally, the use of natural and herbal flavors in alcoholic RTD wines can provide a unique and memorable drinking experience. These flavors can range from floral and fruity to spicy and earthy, catering to a wide range of taste preferences.
 
Low To No Alcoholic Beverages
 
One of the major trends in the beverage industry in recent years has been the expansion of products in the low to no alcoholic beverage category. Consumers are increasingly looking for healthier and more mindful options when it comes to their beverage choices. Low to no alcoholic beverages offer an attractive option for those who want to enjoy a drink without the negative effects of alcohol.
 
“According to Sensient, only 17 percent of those who consume low and no-alcohol beverages totally abstain from drinking alcohol. Most consumers in this segment, 58 percent, will actually switch among low, no, and full alcoholic beverages during the same drinking event. The same flavor trends that are being seen in spirits and RTDs, are also influencing low and no-alcohol products.” (Source: Overproof.com)
 
This trend is not limited to just non-alcoholic beer, as the category has expanded to include wine, spirits, and even cocktails. These beverages are often marketed as healthier options that are lower in calories, sugar, and other harmful ingredients. They are also appealing to consumers who want to avoid the negative health effects of alcohol, such as hangovers and dehydration.
 
Low to no alcoholic beverages are also gaining popularity among younger consumers, Gen Z and younger Millennials, who are looking for a more social and fun drinking experience without the negative consequences of alcohol. Many companies are capitalizing on this trend by creating innovative and exciting products in the low to no alcoholic beverage category, such as mocktails and alcohol-free spirits.
 
The trend towards low to no alcoholic beverages is not just limited to health and wellness considerations but also has a social and environmental aspect. Many consumers are becoming more aware of the impact that their choices have on the environment and are seeking out sustainable and eco-friendly options. Many low to no alcoholic beverage companies are using sustainable and organic ingredients, and are also creating innovative packaging solutions that are more environmentally friendly.
 
Ultra-Premium Wines
 
Ultra premium wines are considered the ultimate luxury wine experience, made from the highest quality grapes and aged for a significant period to enhance their flavor profile. They are often made in limited quantities, making them a rare and exclusive product.
 
Ultra-premium wines cater to consumers who are willing to pay a premium for a truly exceptional wine experience. These wines are often served at high-end restaurants and are the perfect accompaniment to gourmet meals. They are also popular among collectors who are looking to add to their wine collections.
 
“In the US, premiumization bolstered revenue in all the main categories of spirits, beer and wines.  Nearly 82 percent of the US spirits industry’s total revenue was from the sale of high-end spirits brands, and the wine category also has seen premium offerings drive sales, with $20+ bottles outperforming lower spirit price points.” (Source: Snipps.com)
 
The rise of ultra-premium wines can be attributed to a number of factors, including the growing interest in wine culture, the increased purchasing power of consumers, and the globalization of the wine market. As consumers become more educated about wine, they are willing to pay more for a wine that offers a unique and memorable experience.
 
In addition, the globalization of the wine market has led to an increased demand for rare and exclusive wines. Consumers are no longer limited to local or regional wines and are willing to pay a premium for wines from around the world.
 
“The eco-conscious trend goes hand-in-hand with premiumization. Even younger demographics are willing to prioritize premiumization and eco-conscious characteristics. The focus is on quality over quantity and that includes shopping brands that are transparent about how their ingredients are sourced and what they are doing to reduce their impact on the environment. (Source: Overproof.com)
 
Finally, consumers purchasing power have also contributed to the rise of ultra-premium wines. As incomes rise, consumers are more willing to spend money on luxury items such as wine.
 
Online Sales
The Covid-19 pandemic has given rise to e-commerce sales, changing the way consumers purchase their favorite products. Online sales and direct-to-consumer delivery are becoming increasingly popular, allowing consumers to purchase their favorite products from the comfort of their own homes.
 
“Today, DTC sales represent about 10 percent of total wine industry sales in the U.S. and about 65% of the average winery’s total revenue in 2021. DTC sales have continued strong, with 2021 sales having exceeded every monthly benchmark compared to 2020.” (Source: Dimensional Insight)
 
In addition, the COVID-19 pandemic has accelerated the trend toward online sales and direct-to-consumer delivery. Many consumers have turned to online shopping as a safer alternative to in-person shopping.
 
The wine and spirits industry is highly competitive, embracing new technologies such as virtual reality and augmented reality to capture attention from Millennial and older Gen Z consumers.
 
Wine and spirits PR agencies such as Allen Marketing Communications, Inc. are skilled at increasing the wine and spirits visibility and market share through strategic planning, media relations, social media and influencer marketing, cause-related marketing, new product introductions and special events to enhance the liquid to lips discovery.

Our team of wine and spirits public relations professionals can help brands cut through the clutter and create a strong identity that resonates with their target audience.  
 
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.  

Family travel– parents exploring the world with their children, grandparents traveling with grandchildren and multi-generational travel – is starting to rebound in a post Covid-19 world.  Research shows “the average family of four spends $3,835 per year on travel” according to Dream Big Travel Far blog.
 
Other key findings in the family travel market are listed below.
 

• “Families indicate that they have made certain changes to their travel behavior that reduce risk and provide peace of mind — 67 percent of respondents report that they now check cancellation policies when making travel arrangements; 47 percent say they now buy travel insurance; 42 percent say they place a greater emphasis on comparing prices to find the best value; and 41 percent place greater value on cleanliness and hygiene now.” (Source: TravelAge West)

 

• “Millennials take an average of 2.6 trips annually and those families tend to travel more than couples or even solo travelers. “(Source: Dream Big Travel Far Blog)

 
In this blog, Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency based in New York City, shares key trends to help marketers reach parents of generation Alpha reap the benefits of this lucrative family travel industry.
 
Skip Trips
 
Skip Trips – grandparents traveling with grandchildren often living parents at home – are trending again in a post-Covid-19 world.  Grandparents are making up for the lost time to connect and bond with their grandchildren.
 
“Two-generation trips can strengthen ties between grandparents and grandchildren while providing parents with a much-needed break. Skip-get adventures are a surefire way to create lasting memories, whether it's a one-day staycation or an all-inclusive resort that welcomes grandparents.” (Source: Family Vacationist)
 
Skip Trips also provide a desperately needed vacation for parents to have quality time alone while their children are exploring the world with their grandparents
 
Glamping Vacations
 
Glamping escapes have surged in popularity during the Covid-19 pandemic providing parents endless opportunities to enjoy the natural beauty of the outdoors.  “Glamping is an immersion in nature without the “roughing it” part, and after two strong years of pandemic-era growth this trend shows no signs of slowing down as a family-friendly alternative to campgrounds and RV parks.” (Source: Family Vacationist)
 
Families are embracing non-traditional accommodations such as treehouses, teepees and ranches to provide a welcome escape to the stress in a post Covid-19 pandemic world.
 
Technology Will Play A Greater Role
 
The pandemic has accelerated the adoption of technology in many industries, including travel. Families will continue to rely on technology to plan and book their trips, as well as to stay connected while on the road. Online booking platforms and travel apps will become even more popular, as families look for convenient and contactless ways to plan their trips.
 
Technology will also play a greater role in the travel experience itself. For example, hotels may offer mobile check-in and room keys, and attractions may use virtual and augmented reality to enhance the visitor experience.
 
Families may also want to invest in technology that enhances their travel experience, such as noise-canceling headphones or portable chargers for their devices.
 
Sustainability Will Be A Key Consideration
 
Sustainability has been a growing concern in the travel industry in recent years, and the pandemic has only highlighted the importance of responsible travel. Families will be more mindful of their impact on the environment and will choose destinations and activities that align with their values.
 
Sustainable travel options by Travel Lifestyle Public Relation Agency, such as eco-lodges and green hotels, will become more popular, as will activities such as hiking, biking, and wildlife watching. Families may also choose to offset their carbon footprint by supporting conservation initiatives or donating to environmental causes.
 
Travel Will Be More Flexible
 
The pandemic has underscored the importance of flexibility when it comes to travel. Families will be more likely to choose flexible booking options, such as refundable or changeable tickets, in case of unexpected changes or cancellations.
 
Travel insurance will also become more important, as families seek to protect themselves against unforeseen circumstances. Insurance policies may offer more comprehensive coverage, including coverage for pandemics and other health emergencies.
 
Staycations
 
Mini-vacations at home, or staycations, continue to be popular.   Many families now have the option to take a vacation from their regular routine without having to go far thanks to the advent of remote work.
 
Staycations can involve exploring nearby landmarks, dining at novel establishments, or simply unwinding at home.
 
RV Vacations
 
The pandemic has also led to a resurgence in domestic travel, as families are more hesitant to travel internationally. This trend is likely to continue, with families choosing to explore their own countries or regions instead of traveling abroad.
 
Families may also be more likely to choose destinations that are closer to home, such as national parks, beaches, and other outdoor areas. Road trips and RV travel may also become more popular, as they offer a way to travel while minimizing contact with others.
 
As the world continues to navigate the challenges presented by the Covid-19 pandemic, it's important for family travel marketers to stay informed and remain open to new possibilities.

​Our team of travel and lifestyle public relations professionals are here to help.
 
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.   

A luxury cruise is often seen as the ultimate vacation experience, offering guests the chance to explore exotic destinations while enjoying a level of comfort that is unmatched by other forms of travel. The cruise industry is proving to be resilient, rebounding from the disruption in service from the Covid-19 pandemic.
 
Recent research reveals these key findings
 
●  “As per the Cruise Lines Association, in 2020, worldwide passenger volume decreased by 80 percent.” (Source: Grand View Research)
 
● “The global cruise market is valued at US 7.25 billion in 2021 and is expected to expand at a compound annual growth rate of (CAGR) of 11 percent from 2022 to 2028.” (Source: Grand View Research)
 
● “Cruise reservations has seen a resurgence in 2022 as a result of pent-up demand.” (Source: The Cruiseline.com)
 
To cater to this market, travel and luxury lifestyle public relations agencies such as Allen Marketing Communications, Inc. can provide cruise marketers with an integrated consumer marketing campaign – brand awareness, crisis communications, media relations, digital display and retargeting advertising, social media and influencer marketing, and consumer promotions – to inspire first-time and repeat passengers to book a cruise.
 
As the cruise industry rebounds in a post-Covid-19 world, here are five key trends to watch to help cruise marketers capture their share of voice and share of market.
 
Wellness At Sea
 
Covid-19 pandemic has inspired many individuals to make their physical and mental well-being a top priority.
 
“A new way of cruising includes food, beverages, and an emphasis on wellness and healthy eating. Thus, cruises are rising to the challenge with menus that bring in something for everyone to enjoy while not getting that unwanted fat and calories. With this trend, the industry has encouraged healthy eating,” according to Cruisebooking.com.
 
Other cruise lines are incorporating more spa, meditation and mindfulness sessions on board to enhance the overall well-being experience during the cruise vacation.
 
New Destinations
 
This year, the demand for bucket-list destinations is expected to continue to grow, as people seek out unique and unforgettable travel experiences. Cruise lines are expanding their itineraries to include lesser-known destinations, such as Asia, Africa, and South America.
 
The new cruise itineraries provide guests with more opportunities to explore new cultures and experiences and also helps to spread tourism to less-visited areas.
 
Technology-Enhanced Cruising
 
Technology is transforming the cruise industry, with new innovations being introduced all the time. In 2023, we can expect to see more cruise lines adopting new technology to enhance the guest experience.
 
For example, some cruise lines are introducing virtual reality (VR) and augmented reality (AR) experiences onboard, allowing guests to explore destinations and historical landmarks in a more immersive way.
 
Other cruise lines are investing in wearable technology, such as smart bracelets or keycards, that can be used to access rooms, make purchases onboard, and even track the location of family members.
 
Sustainable Cruising
 
Sustainable travel is not a new concept, but it has gained more attention in recent years. Travelers are now more conscious about their impact on the environment and communities they visit. The travel industry is responding to this trend by offering eco-friendly and sustainable options.
 
“CLIA reports that more than 15 percent of cruise ships debuting in the next five years will be equipped with hydrogen fuel cells or electric batteries.  Another promising sustainability development is the industry’s development of zero-emissions docking.” (Source: CNN)
 
“Advancements in shipboard decarbonization, investments in "green" infrastructure at destinations and ports of call and prioritizing wildlife and ecosystem conservation are the three key initiatives currently leading the way for sustainability at sea.” (Source: Travel Weekly)
 
Ultra-Luxury Sailing
 
Luxury cruising has always been popular, but in 2023, we'll see an increase in demand for ultra-luxury cruise experiences. The ultra luxury cruise experiences are becoming increasingly popular offering discerning passengers the chance to indulge in the high-end experience while exploring some of the world's most beautiful destinations.
 
With smaller ships, intimate accommodations, gourmet dining experiences, and exclusive shore excursions, luxury sailing cruises offer a truly unique and immersive travel experience.
 
Whether you're a seasoned cruiser or a first-time traveler, the ultra luxury cruise experience offers a unique and unforgettable way to explore some of the world's most beautiful destinations in style and comfort.
 
Setting Sail Into The Future
 
The cruise industry is constantly evolving, with new trends and innovations being introduced every year. This year, the cruise industry will focus on sustainability, technology, personalization, health and wellness, new destinations, and immersive experiences to enhance the on board guest experience.
 
Our travel and luxury lifestyle public relations specialists can help cruise lines to stand out in a crowded market with our bespoke consumer marketing campaigns.
 
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.

Image:  Pexels

A new product can be complex process involving several critical components such as market research, product development, branding, pricing, and promotional activities. With numerous competitors and changing consumer preferences, companies need to adopt innovative New Product Introductions Marketing Plan to stay ahead of the curve. Five by Five recently undertook research on 730 senior marketers at major and small brands and companies in the UK, US, and Australia, and asked for their thoughts on product launches. We discovered five crucial elements from this research that can result in successful product launches as opposed to unsuccessful ones.
 

• Timing

Time is everything for a product launch. There are some dates and days to avoid such as Christmas or New Year’s Eve for example. It important is to look at both the macro and micro-economic aspects around your business and the broader market before launching a new product.

• Price

Conduct market research to find a price that consumers are willing to pay.  Ask yourself if the price you are asking for a premium or less expensive product is competitive with other companies on the market. 

• Packaging

Develop an eye-catching packaging to help your new product stand out from the competition.  Once again, conduct market research to see consumers reactions to colors, fonts and designs.  

• Your New Product's Name

While it is good to be original, don’t make the name so difficult that people can’t pronounce it or are too similar to an existing product, so the buyer gets confused. By all means, keep it straightforward and unique, to make an impression on the customer that will last.

• Know Your Target Market

Market research is key to determine your target market to introduce a new product.  It is best to rollout the new product in four or five markets with the best products for consumers to purchase the product or service and then expand nationwide.
 
In this blog, Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency, will explore key trends to help companies to launch a new product successfully. Let's dive into each trend in detail.
 
Clearly Define Your Objectives
Have a precise set of goals in mind before starting your launch mission, as well as an idea of what success entails. Nine out of ten marketers, according to our research, believe that campaigns are more measurable.

Although we may have a wealth of analysis tools at our disposal, there is a chance that the data they produce will be overly detailed.
 
Targeting relatively small consumer groups might be ineffective and could have a negative return on investment (ROI). Companies need to devote more time to identifying and measuring their major launch objectives.

Creating An Omnichannel Experience
An omnichannel experience involves providing a seamless and consistent customer experience across all channels. It means that customers can interact with the business through various channels, such as online, offline, mobile, or social media, and still receive the same level of service. This trend has become increasingly important as customers expect businesses to be available on multiple channels.
 
For a new product launch, companies can leverage an omnichannel approach by creating a landing page or microsite that provides information about the product. The landing page can be linked to social media and other channels, such as email marketing and advertising, to generate traffic.
 
Additionally, companies can create a physical display of the product in their retail stores, which can be complemented by an online store that provides a similar experience.
 
Use Media Relations to Create Credible Third-Party Stories
Media Relations is an effective marketing tool to develop the brand awareness and create an emotional connection with first time users for the product.
 
It is important to integrate SEO keywords into press materials so that if a press releases gets reprinted verbatim, then you will enhance the digital presence for a brand. 
 
It is important to issue themed press releases monthly or bimonthly to tell your clients story and keep the new product top of mind in the press.
 
Leveraging Social Media
Social media has become a vital aspect of people's life. It is not just a platform for communication and entertainment but also a tool for businesses to reach out to their target audience. Social media platforms such as Facebook, Instagram, Twitter, and LinkedIn offer various features that companies can use to create buzz around their new product launch. For example, businesses can create teaser campaigns on social media platforms that generate excitement and curiosity among their followers.

Moreover, companies can collaborate with influencers to promote their new product. Influencers are individuals who have a large following on social media and can sway their followers' opinions. Businesses can expand their audience and establish credibility by collaborating with influencers. Additionally, companies can use social media to gather feedback from their customers about the new product, which can help in improving the product.

Focusing On Sustainability
Consumers are now giving sustainability a lot of thought before making purchases. People are becoming more aware of the impact their actions have on the environment, and they expect businesses to take responsibility for their products' sustainability. Companies that incorporate sustainability into their products and operations can attract environmentally conscious customers and gain a competitive advantage.

To launch a sustainable product, companies need to focus on the product's entire lifecycle, from production to disposal. The new product can use eco-friendly materials, reduce waste during production, and design the product to be recyclable or biodegradable. Companies can also partner with sustainable organizations to promote their product's sustainability and educate customers on sustainable practices.

Personalization
Personalization is a trend that has been on the rise for the past few years and it's not going away anytime soon. Consumers are increasingly seeking products that cater to their individual needs and preferences.

According to a survey by Epsilon, 80 percent of consumers are more likely to do business with a company that offers personalized experiences. Personalization can take many forms, from product customization to targeted marketing campaigns.
 
One way to incorporate personalization into your product launch is by creating a personalized customer experience -- offer personalized recommendations, customize packaging, or even personalize thank-you notes. You can also create a targeted marketing campaign that speaks directly to your target audience, using personalized messaging and imagery that resonates with their specific interests and needs.
 
Launching a new product is a complex and multifaceted process that requires careful consideration of a variety of factors. However, by following these key trends, and getting help from professionals such as Allen Marketing Communications, Inc., companies can increase their chances of success and ensure that their product is well-received by consumers.

The Covid-19 pandemic has dramatically changed the way we live, work, and eat.  People have been forced to rethink their diets and eating habits, leading to an increased interest in plant-based foods.
 
Veganism is becoming more mainstream as people look for healthier, more sustainable alternatives to animal products and for natural ways to boost one’s immune system.  Key findings reveal the following insights.
 

• “The global market for plant-based meat substitutes is expected to reach $7.5 billion by 2025, “according to research by MarketsandMarkets.

 

• “Plant-based meat and dairy alternatives are already making up nearly 8 percent of the so-called global “protein foods” market. And according to the Bloomberg Intelligence Report, plant-based food sales are expected to increase fivefold by 2030.”  (Source:  Food Revolution Network)

 

• “Though they are growing, vegans are still small in number compared to the entire U.S. population. About 5 percent of respondents were vegan in the Statista Global Consumer Survey on diets and nutrition in the U.S. in 2022.” (Source: Sentient Media)

 
In this blog, Allen Marketing Communications, Inc, a Food and Beverage PR agency in NYC, will explore how the Covid-19 pandemic has accelerated the interest in plant-based foods.
 
What Are The Health Benefits Of A Vegan Diet?
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Plant-based foods are rich in vitamins, minerals, and antioxidants that can help reduce inflammation and improve overall health.  Numerous studies have shown that a plant based diet helps to reduce chronic diseases such as heart disease, diabetes, and some forms of cancer.
 
A vegan diet is high in fiber, which is essential for maintaining a healthy gut. Fiber helps promote regular bowel movements, reduce inflammation in the gut, and feed the beneficial bacteria in our digestive system.
 
What Are The Key Trends In The Plant-Based Food and Beverage Industries?
 
Plant-Based Seafood
Plant-based seafood is a relatively new product category in the plant-based food market. In fact, “the global market for plant-based seafood is expected to reach $1.3 billion by 2025,” according to research by MarketsandMarkets.
 
These products are made using a combination of plant-based ingredients, such as legumes, seaweed, and algae, as well as flavorings and other ingredients that mimic the taste, texture, and appearance of seafood, such as shrimp, crab, and tuna.
 
Seafood alternatives are anticipated to gain market share in the near future since plant-based food advancements have recently advanced. Diverse seafood species make it easier to develop seafood substitutes, giving consumers more options when they want to expand their selection of plant-based proteins.
 
Fermented Plant-Based Foods
Fermented plant-based foods are another growing category in the plant-based food industry. “The global market for fermented plant-based foods is expected to reach $730 million by 2024,” according to research by MarketsandMarkets.
 
Fermentation is a process that involves the conversion of carbohydrates to organic acids and gases by microorganisms. This process can enhance the flavor, texture, and nutritional value of foods.
 
Popular fermented plant-based foods include kimchi, sauerkraut, and tempeh. These products are typically high in beneficial bacteria, which can promote gut health and boost the immune system.
 
Plant-Based Meat Substitutes
Plant-based meat substitutes use pea protein, soy protein, and wheat protein, as well as fats and other ingredients that give them a meat-like texture and taste.  The plant-based products mimic the texture, taste, and appearance of meat.
 
Dairy Alternatives
Plant-based milks – almond, coconut, oat and soy – are becoming more mainstream. The dairy alternatives are often fortified with vitamins and minerals, making them a healthy option for lactose intolerant individuals or consumers who have ethical reasons for avoiding dairy products.
 
Plant-based cheeses and yogurts are also becoming more common. Companies are creating vegan cheese alternatives that are made from ingredients such as cashews and coconut oil. These products are often indistinguishable from dairy-based products.
 
“Lab-grown dairy could challenge plant-based substitutes by capturing between 35 percent and 50 percent of the market share during the following ten years. In the longer term, the challenges from lab-grown milk will encourage dairy and non-dairy to merge forces and grasp the chance to present their hybrid goods as the 'best of both worlds.’ (Source: Mintel)
 
Plant-Based Snacks
Plant-based snacks are providing consumers with healthy snack options that are made from whole grain and plant-based ingredients.
 
Kale chips are a popular snack made from dehydrated kale leaves. It is a healthy alternative to potato chips, lower in calories and available in a variety of flavors.
 
Another popular plant-based snack is roasted chickpeas. Chickpeas are high in protein and fiber, making them a healthy and filling snack. The roasted chickpeas can be seasoned with a variety of spices and are often crunchy and satisfying.
 
As the plant-based food and beverage industries continue to grow, Allen Marketing Communications, Inc. a Food and Beverage PR agency NYC, can help food and beverages generate brand and consumer awareness for the innovative and diverse products hitting the market.
 
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.

 
Instagram announces new features – augmented reality (AR) ads, gifts, interactive stickers, notes and scheduled posts – aimed at increasing connectivity and providing creators with more ways to monetize their brand.
 
Founded in 2010, Instagram allows users to upload photos and videos and share them with followers. Users can interact with content by liking, commenting and sharing posts with others. This platform is “popular among Millennials and older GenZers with 61.6 percent of users falling into the 18-34-year-old age demographic." (Hootsuite).
 
Did you know…
 

• “Instagram garners more than 1.3 billion users monthly. “(Statista).
• “Instagram is the eighth most visited website in the world.” (Hootsuite).
• “An average user spends 30 minutes on Instagram.” (Demand Sage).

 
How can marketers effectively use Instagram to increase brand awareness, loyalty and engagement?  In this blog, Allen Marketing Communications, a boutique travel and lifestyle public relations agency  based in New York City, explores new features on Instagram to give marketers a competitive advantage.
 
Best New Instagram Features for Marketers:
 
Augmented Reality (AR) Ads
Instagram has announced the expansion of augmented reality (AR) features by introducing AR ads. With AR ads, marketers can build immersive experiences allowing users to visually try the product before they purchase it.
 
“Users can interact with the ad by seeing how it interacts with the space around them, taking a picture to share to their Instagram Story, and tapping the call-to-action button to visit a URL encouraging them to purchase the item” (Medium). Since it is a relatively new feature utilizing AR ads can increase brand awareness and improve the experience between the brand and the customer.
 
Gifts
Starting in February 2023, US creators will now have the ability to receive digital gifts from fans. “For eligible creators, a gift option will appear in the bottom left corner of their Reels which fans can purchase any type of gift they would like to send, allowing creators to exchange and withdraw them for real money.” (Embed Social).
 
This new form of monetization will allow creators to earn more from their presence on Instagram and develop an engaged and supportive audience.
 
Notes
In October 2022, Instagram announced a new feature, called Notes, that engages users and their followers in a new way. “Notes are available in Instagram Messenger, last 24 hours, and consist of up to 60 characters of text and emojis to share your thoughts and start a conversation” (Meta).
 
This is a casual way for people to learn more about who they are following, get recommendations and be casual when connecting with one another.
 
Scheduled Posts
Ditch third-party apps and schedule posts in-app for more convenience. “As of November 2022, Instagram allows users with professional accounts to schedule posts up to 75 days in advance.” (Instagram).
 
“Users are able to set a specific publication date for their posts, but this feature does not allow cross-posting to other Instagram accounts or different social media platforms” (Napoleon Cat). This automated feature allows you to post often and consistently during optimal times for audience engagement as well as allowing you to spend more time with clients or on other projects.
 
Interactive Stickers
While interactive stickers on Instagram have been around for a few years they were only available for use on Stories, but now marketers can capture the attention of their audience on Reels. The following stickers will be available for Instagram Reels:
 

• Polls can be used to get audience feedback or test new product ideas
• Quizes are used to test your audience’s knowledge, showcase expertise or teach the audience something new
• Emoji Sliders allows your audience to rate your products and content (Plann That)

 
Stickers are a fun way to create a community where consumers feel comfortable engaging with a brand and are more likely to support the business by purchasing products or sharing information about the business with their circle of influence.
 
Utilizing Instagram’s new features improves the relationship between a brand and its audience by allowing businesses to embed interactive elements on its page and making it easier for users to support their favorite creators. \
 
Our team of social media experts are here to help.  Give us a call
 
By Toyin Oluyede at Allen Marketing Communications, Inc.
 
Image:  Pexels

Cause-related marketing, also known as cause marketing, pairs a 501 © non-profit with a for profit business to raise funds and awareness for a worthwhile charitable cause.  It is a win-win scenario – 1) the for profit business is positioned as a good corporate citizen dedicated to philanthropy and 2) the charitable cause benefits from donations.
 
Research shows the following key findings as it pertains to a company’s cause-related marketing initiatives.

• “Seventy-three percent of Americans consider a company’s charitable work when making a purchase.” (Source: Mintel)

• “Half (50 percent) of Americans say they would switch to a company that supports a a cause they believe in.” (Source: Mintel)

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• “Nearly two-thirds believe it is a company’s responsibility to give back (65 percent) and to have a moral or ethical viewpoint (64 percent), while around half expect brands to improve the local community (53 percent) and to donate proceeds to charity (49 percent) (Source: Mintel)

 
In this blog, Allen Marketing Communications, Inc, a Non-Profit Cause Related PR Agency in NYC, shares insights on how companies, small and large, can include cause-related marketing as part of their overall strategy.
 
Cause related marketing initiatives are becoming increasingly popular among businesses looking to make a positive impact while also promoting their products and services. There are six different types of cause-related marketing initiatives: advertising, sponsorships, licensing, direct marketing, facilitated giving, and purchase-triggered giving.

• Advertising is one of the most common forms of cause related marketing initiatives. In this type of initiative, a business creates an advertising campaign that promotes a particular cause. The advertisement can be in the form of a print ad, television commercial, or social media post, among others. The goal is to create awareness for the cause while also promoting the business's products or services

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• Direct Marketing provides a platform for a business to communicate directly with its customers about a particular cause. This can be in the form of a letter, email, or other communication. The goal is to educate customers about the cause and encourage them to take action, such as making a donation or purchasing a product. 

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• Facilitated Giving enables a business to facilitate donations from its customers to a particular cause. This can be in the form of a donation button on a website or app, or through a point-of-sale system in a physical store. The business may also match a portion of the customer's donation.

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• Licensing allows a business to support a cause or organization and creates a product that incorporates the cause's branding or messaging. The business pays a fee to the cause for the right to use its branding or messaging, and a portion of the proceeds from the product's sales are donated to the cause.

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• Purchase-Triggered Giving allows a business to donate a portion of the proceeds from a particular product or service to a cause. The customer's purchase triggers the donation, and the business may also promote the cause through its marketing efforts.

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• Sponsorships enable a business to partner with a particular cause or organization and provide financial or other types of support. In return, the business receives recognition and exposure for its brand.

 
Choose A Charity That Suits Your Brand
Finding a cause that complements your brand is the first step in integrating cause marketing into your plan. Companies should choose a cause that appeals to your target market and is consistent with the principles of your brand.

​Align With A Charitable Organization
The next step is to collaborate with a nonprofit organization that supports the company’s core values. Choose a charity that is well-known in your area or whose goals are consistent with your company.

Create A Marketing Strategy
It's time to make a marketing strategy with a Cause Related Marketing PR agency in NYC. You should have a budget, marketing materials, and an event schedule in your strategy. To reach a larger audience, make sure your marketing strategy incorporates both print, broadcast and online media.

• Authentic and genuine communication is key to the success of your company’s cause marketing communications – media relations and social media.  It is important to support causes that align with your company's core values.

• Leverage influencers to spread the word about a specific cause or to motivate their followers to take action.  Once again, it is important to make sure that the influencer's values match those of the cause being promoted is crucial when utilizing influencers in this marketing effort. By doing this, authenticity will be enhanced and allegations of "greenwashing" or "cause washing" would be avoided in the cause-related marketing campaign.

• Use augmented reality (AR) to develop engaging experiences that promote a certain cause. This might include developing augmented reality (AR) applications that enable users to see the effects of deforestation in a specific region or developing virtual reality (VR) experiences that transport users to areas impacted by environmental catastrophes.

• Embrace technology to simplify the process for customers to support a cause. For instance, businesses may develop mobile applications that let customers join petitions or donate money from their devices.

• Use LinkedIn to promote non-profit goals and to expand your network of potential donors and supporters. Research shows LinkedIn will replace Facebook as the social media network used by organizations and nonprofit professionals.

 
Allen Marketing Communications, Inc. team of non-profit specialists can help companies develop successful cause-related marketing campaigns. Give us a call.
 
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.