15 Aralık 2017

“Emerging High Value Customers” or eHVCs

At Delta Air Lines, marketing executives have a phrase to describe customers and potential customers younger than 35 — and it’s not “millennial traveler.” They prefer to call them “Emerging High-Value Customers” or eHVCs. Click here to read the article on Skift.com.

I believe that defining a new segment among millennials is important as different parts of the travel and hospitality industries have more or less the same approach to millennials. However, this group of people may trigger changes and development of new products and services based on better segmentation and understanding of their needs.

Not all millennials want to fly low-cost, rent a room through Airbnb, and discover a city or country like the others.

02 Kasım 2017

Xennials (of Turkey)

As someone born in the mid-70s, I have never identified myself as a Generation X. The main reason behind this was the situation in Turkey during the 70s and 80s. Turkey was an isolated country from the rest of the world in terms of art, music, and popular culture in general, like so many other areas thanks to two coup d'etat we had.

All those definitions about 'generations' in the US and Europe were not matching with the reality of us. For the first time in the late 80s in a hotel room, I have watched MTV, where foreign channels were available. Then we had only two channels in the country run by the state broadcasting company. We were simply detached from the world.

Along with that, I had my first email account in 1993 through a dial-up connection due to liberalization led by Turgut Özal, then president of Turkey. The huge gap between Turkey and the rest of the world had narrowed during the 90s, and we became more integrated.

However, it was too late for us to become a Gen-Xer. Whether we were born in the 70s and fall under Gen-X by definition, there was something wrong. So we simply skipped that and focused on our new life and world of the internet.

A few weeks ago, when I read the definition of Xennial, I thought that it defines me more than Gen-X. I think that that shift in the timeline made most of us a Xennial, but we could not name it.

Who is Xennial (of Turkey)?

It can be a micro-generation for the world, but it represents a wider group of people in Turkey. I am not the expert who can define it precisely, but I think that we can easily stretch the years as 1970 - 1985, reduce the millennial optimism and add being apolitical. Suggestions and comments are welcomed.

Bonus for marketers:

Always bear in mind that every country has different and unique generation definitions.

10 Ekim 2017

Consumer 2020

PSFK is a New York-based business intelligence platform that inspires creative professionals. It is in my bookmarks for a long time, and I regularly, not frequently, check their website for useful picks and ideas. Here is an interesting one; Consumer 2020.

According to PSFK, this report, developed in partnership with Cisco, explores questions and discusses how brands can adapt to a new collective of empowered consumers. The democratization of technology has allowed these individuals to access creation tools typically limited to retailers and brands.

Click here to have a look at Summary Presentation and download the free report.

24 Mart 2017

Google 'can't guarantee' ads won't appear by offensive content!

Eric Schmidt, chairman of Google's parent company, Alphabet, and the most prominent public face of the search giant; "We can't guarantee it, but we can get pretty close"

Schmidt conceded the point during an interview on Fox Business Network Thursday in response to a growing advertiser boycott against the company. More than 250 brands have pulled ads after reports that they appeared near YouTube videos from terrorists, Nazis, and other hate-mongers.

I believe that this boycott and response of Google, along with other platforms, will define the future of online advertisement. Have a look at Mashable to read the full article by Patrick Kulp.

17 Ocak 2017

Limited Edition SELECTION VINTAGE 2014

No, it is not wine; it is coffee!

Nespresso has launched a new Limited Edition coffee called Selection Vintage 2014. It is not just another limited edition like Tanim de Chiapas - Mexico or Cafezinho - Brazil. It is not exotic or has a colorful capsule like others. It is all about the story behind it. Have a look at the below video;

Nespresso Brand

OK, I am a Nespresso customer, and I like both the product and the brand. I even upcycle used capsules of mine and my friends to make decorative items; Capsules and Light. Categorically, it falls under capsule art, another developing thing among fans, which is also under Nespresso's radar. Check the website of Second Life Project by Nespresso or just google it.

Check out their Ecolaboration Program. A comprehensive one covering sustainability, social, and environmental impacts of the business while improving the lives of coffee farmers and their communities. They do whatever has to be done.

I believe that Nespresso is a very successful brand that has created its own segment and loyal customers. An upscale coffee brand with chique boutiques, quality products, great marketing communication, and, of course, ads with George Clooney, who is its face since the brand launched. What else?

Treat it like wine - Complex taste with an elegant woodiness.

It looks like Nespresso brings a new dimension to the world of coffee by launching Selection Vintage 2014. They treat coffee like wine and market it accordingly. I have not tasted it yet, but the point is how you position it, not the taste or price, at least for now. This has a big potential, and I wonder how it is going to develop.

Good luck, Nespresso!

14 Ocak 2017

Vintage Maps Rekindle the Romance of Early Air Travel

Have a look at NG story about vintage maps of airlines in the early days of the 20th century and compare it with Martin Grandjean's below work to see how the industry has developed in terms of the network. Today we have more than 3.000 airports and 60.000 routes. Don't you think that it is amazing?

Click here to read the full story of NG. If you like to buy the book Mapping the Airways, curated by Paul Jarvis, visit the Amberley Publishing website.

Have a nice flight!

03 Ocak 2017

Does the Airbus A380 have a future?

I had a few flights on board of Emirates A380s, both in Economy and Business. Yes, it is a huge aircraft, but there is nothing unusual except the bar for premium pax in terms of passenger comfort.

Have a look at the video news by Jeremy Howell of BBC;