MORNING KEYNOTE 9:00 – 9:50am Title: Key Trends for 2016 and Beyond: Thrive in the Expectation Economy! Keynote Speaker: MAXWELL LUTHY, Director of Trends & Insights, TrendWatching.com Today’s professionals operate in an economy of ever-accelerating customer expectations, applied ruthlessly to every purchasing decision, experience and moment of attention. Marketers must harness insights from trends to make sure their innovations don’t fall short. In his keynote discussion, Maxwell Luthy will present a selection of the most exciting and urgent trends for 2016 and beyond. Each trend will feature examples from across consumer-facing industries, gathered from a 3,000+ member spotter network that sends TrendWatching local innovations from Boston to Beijing. Attendees will learn the importance of tracking consumer trends, as they are participants in a highly competitive Expectation Economy. After each trend, the audience will be asked to consider the implications and opportunities for their own business. Examples of best practices from around the U.S. and beyond will leave marketers feeling fired up to delight their own customers in 2016! - See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details

1. Key Trends for 2016 and Beyond:
Thrive in the Expectation Economy
Maxwell Luthy, Director of Trends & Insights, TrendWatching

2. A QUICK WARM UP!

3. TWO INNOVATIONS
GOOD OR BAD?

4. LIFE CLOCK Smartwatch app adjusts life
expectancy in real-time

5. ALOFT MANHATTAN
DOWNTOWN
Room service packages can be
ordered by texting emoji

6. TWO INNOVATIONS
GOOD OR BAD?

7. LIFE CLOCK Smartwatch app adjusts life
expectancy in real-time

8. ALOFT MANHATTAN
DOWNTOWN
Room service packages can be
ordered by texting emoji

9. YOU AREN’T THE ONLY JUDGE

11. Founded in 2002, 260k subscribers…

12. 1,200 clients…

13. TW:IN - TrendWatching Insight Network

14. WHAT DO WE MEAN BY
“TRENDS”?

15. NOT
ABOUT
FASHION

16. MORE
THAN TECH
CHANGE

17. #

18. A consumer trend is a new
manifestation among people – in
behavior, attitude, or expectation –
of a fundamental human need,
want or desire.

19. WHY TRACK
CONSUMER TRENDS?

20. FUTURE VISION
Won’t come from asking your
customers what they want!

21. CHANGE

22. BASIC NEEDS

23. 100 million hours of
‘how to’ videos…

24. How to kiss

25. INNOVATIONS

29. EMERGING
EXPECTATIONS

30. But I don’t need to worry
about expectations outside
of my vertical.

31. TRANSPORTATION
EXPECTATION
TRANSFER

32. FMCG

33. RELAXATION!

34. LAWYERS

35. Who are you
really competing
against?
EXPECTATION
TRANSFER

36. Tracking trends helps you meet and
surpass consumers’ rapidly
changing expectations.

37. LIGHT-BULB MOMENT!

38. VISION
NEW BUSINESS CONCEPTS
NEW PRODUCTS, SERVICES,
EXPERIENCES
MARKETING,
ADVERTISING, PR
WHERE?

39. WHO?

40. NOW, ON TO
THE TRENDS!

41. CONTEXTUAL
OMNIPRESENCE
LIVESTREAM
PRISONERS
BRAND
FANATICS
INSIDER
TRADING
POST-
DEMOGRAPHIC
CONSUMERISM

42. Consumers are becoming f*cking impatient…

44. DOMINOS Order pizza from any device you
can imagine

45. DOMINOS Customers can voice order pizzas
through Siri-like app

46. DOMINOS Track pizza preparation and
delivery ETA via smartwatch

48. DOMINOS Then order some more via Twitter
with pizza emoji

49. PROBLEMS FOR YOU:
EXPENSIVE, COMPLEX
PROBLEMS FOR THE CUSTOMER:
OVERSATURATED, IRRITATING

50. CONTEXTUAL
OMNIPRESENCE

51. Your customer doesn’t need you to
be everywhere. But they expect you
to use contextual understanding to
be there when they need you.
CONTEXTUAL
OMNIPRESENCE

52. LOCATION! LOCATION! LOCATION!

53. DUREX Condom brand’s bot matches
broken-hearted Twitter users
NEW CONTEXT

54. SMILE SUGGEST Browser extension bookmarks
smile-inducing webpages
NEW CONTEXT

55. LOOK FOR NEW CHANNELS…

56. SPOTIFY & UBER Partnership turns drivers’ stereo
into personal jukebox
NEW CHANNELS

57. MINI SINGAPORE Automaker offers stranded drivers
test drives to their destination
NEW CHANNELS

58. Can you use context and new channels to be
there when your customer needs you?
LIGHT-BULB MOMENT:

59. 400 hours uploaded to YouTube every minute.
(YouTube, July 2015)

60. 10 million Periscope users watch 40
years of livestreamed footage every day.
(Periscope, August 2015)

61. Smart brands will capture
attention by creating immersive
and engaging content experiences
that demand participation.
LIVESTREAM
PRISONERS

62. EARTH HOUR
Environmental charity's
concerts can only be watched in
the dark

63. TIDAL & USHER
Music video demands viewer’s
undivided attention

64. RUN WITH HEART
FOUNDATION
Mobile music platform combats
childhood obesity

65. MARC DOUCEL Porn site’s campaign scoops top
advertising award

66. Can you capture scare attentions by playing
hard to get with your content?
LIGHT-BULB MOMENT:

67. Status used to look like this…

68. But then this
happened…

69. Today, status is much more about
who I am than what I have.

70. BRAND
FANATICS

71. BRAND FANATICS
In a world in which power has
shifted decisively to the consumer,
one counter-intuitive status play in
2016? Public, loud, even theatrical
displays of devotion to a chosen
brand.

72. IKEA
Consumers win vouchers for
dressing up as their favorite
homewares

73. IKEA
Consumers win vouchers for
dressing up as their favorite
homewares

74. IKEA
Consumers win vouchers for
dressing up as their favorite
homewares

75. MCDONALD’S McDonald's unveils branded
lifestyle collection in Sweden

76. MCDONALD’S McDonald's unveils branded
lifestyle collection in Sweden

77. OSCAR MAYER Tinder-like Dating app matches
bacon lovers

78. STARBUCKS Fans of seasonal favorite can
unlock it before its official release

79. Do you take your BRAND FANATICS for
granted or celebrate them?
LIGHT-BULB MOMENT:

80. Even in a world in which a drone
will deliver your pizza…

81. …a compelling brand is still
about FEELINGS!

82. INSIDER
TRADING

86. I love Amazon as a customer…
But what a nightmare world.

88. INSIDER TRADING
One powerful way to show
customers that your brand’s values
align with theirs? Go public with
your internal culture. But first,
make sure you’re proud of it!

89. INTEL CEO pledges USD 300 million to
build a more diverse workforce

90. H&M Retailer launches public
recruitment drive in the US

91. CHRYSLER Automaker pays for dealership
employees' college degrees

92. Which aspects of your company culture
would you put up on a billboard?
LIGHT-BULB MOMENT:

93. Consumers aren’t behaving as they should…

94. Women over 18 now represent a
larger proportion of gamers than
boys under 18.
(ESA, August 2014)

95. 72% of BRIC millennials feel that ‘people are
more alike around the world than they are
different’.
(JWT, September 2013)

96. 52% of neo-sharers (Zipcar, Kickstarter,
Etsy and Airbnb users) are over 35.
(Crowd Companies, March 2014)

97. “There are 19-year-old guys who watch 'Dance
Moms', and there are 73-year-old women who
are watching 'Breaking Bad’.”
Todd Yellin, VP Product Innovation
March 2015

98. DEMOGRAPHICS
ARE DEAD
Consumption patterns are no
longer defined by ‘traditional’
demographic segments such as
age, gender, location, income or
family status.

99. THE GLOBAL
BRAIN
URBANIZATION
CHEAP DIGITAL
EXPERIMENTATION

100. POST- DEMOGRAPHIC
CONSUMERISM
Consumers are freer than ever
before to construct their lifestyles
according to their own ideals and
tastes with little regard for
tradition.

101. SELFRIDGES Department store hosts gender-
neutral shopping project
NEW NORMAL

102. COCA-COLA Multiracial/lingual/cultural
‘America the Beautiful’ Superbowl
commercial
NEW NORMAL

103. HARLEY-DAVIDSON Motorcycle brand pledges to plant
50 million trees worldwide
HERITAGE HERESY

104. PLAYBOY Luxury hotel brand launches food
truck road trips
HERITAGE HERESY

105. “It's not who they are in a superficial sense –
like gender, age, or geography. It's not even
what they tell you. It's what they do.”
Todd Yellin, VP Product Innovation
March 2015

106. M c C a n n T r u t h C e n t r a l ,
M a y 2 0 1 4
of US consumers said they
would be willing to share data
if they understood the benefit,
compared with 45% in 2011.
61

107. AXE Programmatic campaign features
100,000 versions of short film
TASTE-LED TARGETING

108. SPOTIFY Personal playlists delivered weekly
to users
TASTE-LED TARGETING

109. CURATUM Menswear m-commerce app uses
algorithm to offer tailored
recomendations
TASTE-LED TARGETING

110. KLÉPIERRE Body-scanning corridor offers
digital shopping recommendations
TASTE-LED TARGETING

111. TAM AIRLINES Airline produces personalized
on-board magazines for each
passenger
TASTE-LED TARGETING

112. Are you viewing people by their chosen
identities or by pre-defined segments?
LIGHT-BULB MOMENT:

113. CONTEXTUAL
OMNIPRESENCE
LIVESTREAM
PRISONERS
BRAND
FANATICS
INSIDER
TRADING
POST-
DEMOGRAPHIC
CONSUMERISM

114. Just the tip of
the iceberg

115. A framework for
understanding

116. EMERGING
EXPECTATIONS

117. DELIGHT
CUSTOMERS

118. THANK YOU!
max@trendwatching.com

119. OUR NEW BOOK!

120. Want more? Check out: trendwatching.com/premium