LOOKOUT
IDEAS AND TRENDS ON THE HORIZON FOR CREATIVE PROFESSIONALS
Open-office design has provoked major worker complaints. To help quiet the furor, career counselors have developed a list of workplace no-no's. There are seven deadly sins. Eavesdropping: if you hear a sensitive conversation, do not comment. Making noise: cursing, playing loud music, clipping nails are out. Emitting odors: no strong perfumes or foods. Being nosy: do not stop by uninvited to chat. Being personal: don't talk about personal matters on the phone. Acting hush-hush: don't suddenly lower your voice, a signal for coworkers to perk up their ears. Being messy: neat desks are a must, especially if you share a cubicle.
Sensory marketers believe the way to shoppers' wallets is through their noses. They are busy devising ways to tap the sensory experience. British Airways' first class lounge spritzes a fragrance called Meadow Grass into the air to enhance its brand image. British shirt retailer Thomas Pink has introduced sensors which emit a freshly laundered cotton smell in stores.
"Mass delusion" is how the Intelligence Factory, a trendspotting arm of Young & Rubicam, describes the baby boomer attempt to change notions of aging and retirement. Marian Salzman and Ira Matathia, who head the unit, coauthored Next: Trends For The Near Future (along with Ann O'Reilly). In it, they report that "from healthcare to fashion, businesses will strive to keep up with a graying world. Boomers have already succeeded in renaming middle age 'middle youth' and are using every tool at their disposal to stave off the inevitable. Smart marketers will play along with this delusion." Salzman further comments: "You can sell boomers anything if they feel it's going to make them sexy or more desirable." But right now, the delusion is more powerful than the reality."
Starbucks and Microsoft have brewed up a deal that provides wireless internet services inside many cafes. The venture is designed to favor paying subscribers of Microsoft's MSN internet service. Other Starbucks customers may have access to limited features. Starbucks' chair Howard Schultz notes that "The shops are not going to become cyber-cafes. This is to enhance the instore experience."
Analysts say that art online is already beginning to lose its drawing power, at least in the $5,000 and above range where few buyers are willing to buy such works sight unseen. Some of the fallout: Artnet.com recently laid off 17% of its workforce, saying it will confine its business to prints and photographs. Sotheby's and Amazon.com agreed to shut down their co-branded web site that was selling art and antiques. Several others have also shut down.
Women head 38% of American businesses, but receive only 9% of the equity capital invested. The survey by the National Foundation for Women Business Owners further found that women-led firms constituted 9% of all institutional investment deals. Possible solutions to the inequality, say experts: both investors and women need to change their attitudes, women entrepreneurs must create more fundable loan packages, and women should participate in chambers and other organizations.
Web design was ranked far and away the fastest growing creative specialty in a national poll of advertising agency execs at large advertising firms. Developed by The Creative Group, a specialized staffing service, and conducted by independent researchers, advertising executives were asked "Which of the following will be the fastest-growing creative position over the next three years?" Their responses: Web Designer 65%. Next on the list: Graphic Designer, followed by Brand Manager, Creative Director, Copywriter, Production Manager, and Traffic Manager. Observes Liz Hubler of The Creative Group, while web design is ripe with opportunity, "businesses typically prefer individuals who have worked on several commercial sites and can provide sample URLs demonstrating their talent. The biggest obstacle for many is landing that first job."
For those involved in trade show design and production, Les Lamotte, president of Xtra Lite Display Systems, offers three design and marketing principles for digital printers and designers: 1. Create interest, letting attendees quickly see the company name, products and services offered. 2. Invest wisely, buying lightweight materials that make it easier to ship, set up, assemble and reconfigure. 3. Good design is more important than size. Editor's note: More than 100 million people will attend nearly 5,000 trade shows this year.
Although many advertising and subscription-based entertainment web sites are in retreat, Modern Humorist marches briskly on. The humor site, which dramatically increased its visitors during the "Flori-Duh" presidential election recount, bases its future on the assumption that its online activities will never be profitable, but its offline ones will. Modern Humorist already contributes art and humor to Fortune, Time and TV Guide. It has two book contracts and is negotiating to do sketches with two public radio shows. The site also produces "cheesy and tacky" t-shirts and posters. Co-founder John Aboud, a Harvard Lampoon alumni, explains the site's strategy: build a brand inexpensively and then try to leverage it to make money on other activities.
The recurring debate about the role of the art museum rose loudly again recently. On one side is today's museums, which are under attack from those who believe that these institutions are straying from their primary purpose: to allow individuals to have a private experience with art objects. Increasingly, say the critics, merchandise is being combined with displays, often sponsored by the merchandise maker. A prime example: the Armani Exhibition at the Guggenheim in New York City which one critic called "a museum acting like the world's longest store window."
Only 27% of professionals exercise enough and 36% are obese, two recent studies have found. Yet most queried thought they were healthy, had no weight problems and were not at risk for heart disease. It takes a major setback to get professionals to take better care of themselves. The studies conclude that seeing a doctor now is far more cost-effective and time-saving than treating a major problem later.
Electronic window posters on flat-panel screens are helping to brighten sales in several Eddie Bauer stores. Something, says the company, had to be done since sales at the stores open at least a year were down 8%. After the interchangeable posters went up, the control stores showed a 7% increase in traffic. At one store, the jump was purportedly 30%. The "plasma" screens measure 50 inches diagonally. Each store has four to six screens. The retailer says it can change the screens — which display both still and moving pictures — an infinite number of times. If one poster isn't moving the merchandise, a monitoring system warns the store to quickly switch.
Just walk out. That's what disgruntled moviegoers fed up with Hollywood balderdash are doing in droves. And they are getting a full refund when requested. Facing flat ticket sales, movie chains are now giving money back or free passes to complaining customers — sometimes even to those who stayed for the full show. The two biggest turnoffs: extreme violence and extreme boredom.
A new threat to traditional retailers is emerging. E-tailers and catalogers are building stores to compete directly with mall-based brands. It is apparently easier for some internet and catalog merchants to open stores than it is for bricks-and-mortar merchants to sell to consumers directly online. Yet there are mindset pitfalls. Catalog and interneters are able to adjust marketing budgets quickly. With stores, reaction takes more time. On the internet or in a catalog, you can minimize inventory. In a store, all sizes, colors and styles must be carried.
Computer recycling efforts are increasing but still have a long way to go. The National Recycling Coalition estimates that 20 million computers are taken out of service each year but only 2.3 million are recycled. Some of the rest are just thrown in the garbage. The Coalition notes that this is dangerous, not only because it fills the landfill but once inside it a computer monitor can be toxic. Apparently each cathode-ray tube contains lots of lead. With the average life span of a computer now at three years and shrinking, the question remains: Who is responsible for the extensive collection, transportation, dismantling and recycling of these machines? While waiting for the answer, there are several organizations that offer recycling information and services: Electronic Industries Alliance, National Cristina Foundation, National Recycling Coalition, Grassroots Recycling Network, IBM PC Recycling Service, and Gateway Trade-In Program.
650 color designers will meet at the Color Marketing Group's Spring Conference April 1-3, 2001. The site: Orlando, Florida's Hilton in the Walt Disney World Resort. Held exclusively for members, the Spring Conference will forecast colors for Consumer markets in 2003. A fall conference in Dallas will forecast colors for Contract markets in 2004. Color designers are professionals who enhance the function, salability and/or quality of a product through their knowledge and appropriate application of color. The not-for-profit group forecasts color directions one to three years out for all industries, manufactured goods and services including communications and graphics. Contact: 703.329.8500 or www.colormarketing.org.
STC Associates, a marketing communications agency, gave key employees a non-traditional bonus at year end: a relaxing vacation at Private Retreats, a resort country club with locations in mountain, tropical and golf destinations. Says STC ceo Sophie Ann Terrisse: "Intellectual capital is our greatest asset. As such, we need to do everything in our power to maintain it. We've learned that employees who receive additional monetary compensation don't always use it on a vacation and other means of relaxation."
Some interesting web numbers from Jupiter Media Metrix. Number of people online in 1996, 37 million, in 2000, 122 million. Time spent online monthly per person in 1998, 9 hours, in 2000, 19 hours. Consumer spending online in 1996, $1 billion, in 2000, $36 billion. Advertising in 1999, $410 million, in 2000, $600 million (through October). Top ad revenue categories in October 2000, in order: portals, search engines, travel and maps, business and finance, computing and technology, incentives, shopping and auctions, news.
As the employment market slackens, how should employees manage their current careers? Here's what a consensus of career counselors, staffing specialists, recruiters and ceos are advising: 1. Do a better job of demonstrating critical skills, including showcasing accomplishments on a personal web site. 2. Learn what others are earning by investigating similar jobs... even land some offers. 3. Do not quit out of anger; word gets around to the next employer. 4. Use the internet's job-finding prowess creatively and selectively. 5. Beware of companies in shaky industries like dotcoms. 6. Don't panic; many job markets remain tight despite the slowdown and most experts predict that skilled labor shortages will continue for the next decade.
Babies are welcome within firms more than ever. Some businesses say allowing babies onsite helps them recruit new employees, retain current ones. A bank in San Jose said that babies actually attract new customers, people who thought babies lighten the scene when applying for home equity loans. Employers are surprised that few co-workers complain. Employees with babies do have to make adjustments. Phone calls are made while the baby sleeps. Feeding must be immediate to avoid disruptive crying. All in all, say personnel experts, it is an experiment that could help accommodate employees, building another bridge between home and workplace.
Demand for more striking packages is a major factor driving growth in the printing-ink industry. Overall, demand for ink is predicted to rise about 5% by 2004 to $5.6 billion. Packagers' needs, which already account for 36% of ink sales, are expected to mount 5.5%. Commercial printers expect a 4.6% increase. Inkjet printers, which account for about 5% of ink sales, will soar annually 10%. All these forecasts are by market researchers Freedonia Group, Cleveland.
Has the dotcom rout helped or hindered unionization of new economy workers? "Helped," say union organizers. Workers want higher wages and better conditions to compensate for now worthless stock options. But teetering dotcoms lose their organizational target value. Further, multiple layoffs have made retained employees fearful of rocking the boat. Amazon.com and Microsoft are prime targets of the unions. Not only do they employ thousands, but victory here would be most symbolic. To date, the unions have made some progress though no clear successes. As unions and employers clash in the new economy, both are gearing up to use old economy labor relations tactics including strikes, slowdowns, relocations, layoffs, lawsuits.
Screen savers, started as a practical way to extend the life of computers, have blossomed into art, as most computer users have long known. Now the art form is receiving more formal recognition. ArtMuseum.net is exhibiting 22 artist-created screen savers. The works differ from the usual fare of animated geometric patterns, slide shows or cartoon characters. One, for example, presents images of two dozen people executed in Texas this year. Another is a head that rotates while hair grows and recedes, intended as a spoof on the repetitive nature of screen savers. Comments James Buckhouse, a San Francisco artist and organizer of the event: "The utilitarian function of screen savers is dying out, which makes it even more interesting to transform into a venue for art."
Economic slowdown? Austerity? Corporate spending restraint? Not at the Consumer Electronics Show held last month in Las Vegas, where big, splashy concerts for clients and attendees were the norm. Monster Cable, a traditionally big party thrower at the event, tapped James Brown, the king of soul. Microsoft sponsored the swing band Big Bad Voodoo Daddy and rockers Goo Goo Dolls, while Texas Instruments presented Smash Mouth and JVC hired the Go-Gos. Intel, not to be outdone, partied with Lenny Kravitz late into Saturday night.
How much does your car reflect your business and personal image? A lot, says Tom Healey of automotive research firm J.D. Power. While some cars denote dignity, he says, they may give you a stodgy image. Do your domestic customers frown on foreign cars? Bright colors and neons are a no-no when seeking a bank loan or venture capital investment. A sports car may tell clients and/or the boss that you're not focused on work. To be safe, advises Healey in Entrepreneur Magazine, consider a car that projects professionalism, success and sincerity.
A new IRS rule may mean less paperwork and fewer penalties for about one million small businesses. The new rule means that a business owing less than $2,500 a quarter can retain the money until the end of each quarter when it files its withholding tax report. However, some accountants are advising clients to still pay monthly since the benefits of holding on to the money don't outweigh the risk of missing a quarterly payment.
Many dotcom professionals are moving into the usually less remunerative but more personally rewarding non-profit world. Actually, some non-profits offer near-competitive salaries as well as technology-oriented challenges plus the genuine satisfaction of community and social service.
Sleepless in America could well describe the 60% of people getting less than the eight hours of nightly rest the average adult requires. That according to the Sleep Foundation, which says that 43% report also being too drowsy to perform efficiently at work or at home at least a few days a month. With sleep becoming a luxury, marketers have rushed in to satisfy the dream. There are pricey herb-based pills and potions, eye pads and cushions, bath salts, incense, aromatic candles, sleep masks by Gucci, mink coverlets, curtained four poster beds.
On-the-job stress is rocking marriages and relationships like never before. Various studies suggest that 25% to 40% of workers report too much job stress, with 56% of these causing suffering to a spouse. A two-year look at 242 dual-earner couples was undertaken by Rosalind Barnett. One conclusion: Changes in a partner's job duties — promotions, demotions, increased responsibilities — profoundly increase the stress experienced by their partners. Other psychologists advise couples to make time to talk about the effects of stress on each other or to practice emotional detachment from the partner' s moods.