The Changing Consumer

For the past decade, marketers have been struggling to deal with a new type of consumer - a savvy and well informed consumer. A consumer that has the freedom to choose the type of marketing material they wish to absorb. The consumer is now beginning to pull the reins of marketers and demand new, more honest, and more interactive forms of brand communication.

The Adapting Marketer

The changing consumer has ultimately led to an adapting marketer. The last 10 years have seen marketers cut their traditional media buys for TV, Print and Outdoor, all while funneling unprecedented funds into more experimental buys like loyalty programs, online initiatives and consumer relationship management projects. Online advertising spends alone are seeing 30% year over year gains reaching $25B by 2010.* The move is on and ongoing, not only on initiatives to better understand the new and emerging consumer base, but also methods that will enable companies to better speak to their consumers.

* Kingdon, Mark (Oct 2006), "It's 2007 Planning Time", clickz.com.

The Most Successful Brands

Through consumer-centric product development, loyalty based web initiatives and innovative communications strategies, the most tried and true brands like Apple, Harley Davidson and Jones Soda have all successfully adapted to the changing consumer. That's why Smack Inc has developed a process that builds on the foundations set by these brands, to help foster and nurture a community of our client's most loyal fans, their Brand Communities.

Building Brand Communities

After 18 months of research, planning and development, Smack set a new standard in the marketing industry. We developed a process that will help our clients not only build their brands, but build their own vibrant and thriving community of consumers. Or what Smack likes to call, a Brand Community.