Get to Know Your Renters: A PM’s Guide to Changing Technology
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Transcript of Get to Know Your Renters: A PM’s Guide to Changing Technology
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July 19, 2016
Consumer TrendsThe Impact of
BROCK MACLEAN EXECUTIVE VICE PRESIDENT FOR RENT MEDIA SOLUTIONS
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Sound Bite Generation
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Early Television
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Television Evolution
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There’s Nothing On!
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Newspaper Transition
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DIGEST CONTENT IMMEDIATE AND DIVERSE OR WE LOSE INTEREST
Where Do I Focus?
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Evolution of “On-Demand”
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Netflix Exclusive Content
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Mobile Phones
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Mobile Phone Development
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4035302520151050
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Radio
Telev
ision
Cable
Digi
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Smar
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The Pace of Change
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2016We’re Here. Are You Ready?
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Technology Drives Consumer Trends
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You can’t connect the dots looking forward;
- Steve Jobs
“you can only connect
them looking backward. So you have to trust that
the dots will somehow connect in the future.
“
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Status Seekers
Youniverse
Local Love
Ephemeral
Human Brands
Helpful
Betterment
Infolust
Source: Trendingwatch.Com
Consumer Mega-Trends
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Status Seekers
Betterment
Youniverse
Local Love
Ephemeral
Helpfull
Human Brands
Better Business
Infolust
Ubitech
Source: Trendingwatch.Com
Consumer Mega-Trends
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GUILT-FREE
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In 2016, the ultimate offer a brand can make? Helping consumers escape the pervasive guilt spiral – caused by ever-greater awareness of the damage done by their consumption to the planet, society, or themselves – while still delivering a status boost.
Guilt-Free Status Symbols
S T A T U S S E E K E R S
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CONSCIOUS plastic bottles
Environmentally Conscious
Sustainable label creates suit made from recycled plastic bottles
Guilt-Free Trend Setters
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Nudie Denim brand repurposes jeans for limited edition rugs
Guilt-Free Status Setters
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Tesla World’s best selling luxury electric car, WENT GLOBAL IN 2014
Guilt-Free Status Setters
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81328557“Feel Good” - High End Living
Promote “Green” element to attract this consumerGuilt-Free Trend Setters
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Youniverse• Tailored products and Services are desired
• Encouraging personal expression – make consumers central to their experience
• Each consumer is Younique
•What is your Youniverse?
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47% 45% 36%to receive
information they have requested.
to help solve customer service
issues.
• Millward Brown Digital, September 2013
of consumers are willing to share their location via mobile To receive relevant offers.
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Future Apartment Hunting Youniverse
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AMENITIES BEDROOM VIDEO
Interactive experienceFRMS
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Local Love• Consumers want brands to be focused
and committed to their chosen location
• Driven by a sense of pride, authenticity and convenience
• Consumers will embrace local products, services and knowledge
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Husqvarna Volunteer Mowing Event Cleans Up City ParklandLocal Love
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Pinterest Place Pins
Industry Examples Provide Local Information Of ValueLocal Love
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• 4 Hyper-local posts per month • 1 Facebook ad
per month • Zip code specific
content • Local deals and
events
FRSocial Concierge - Hyper-Local Content & Facebook Ads
Local Love
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Consumers will intensify their search for those few brands innovative enough to create relationships that go beyond the superficial and transactional. For brands that dare this will mean embracing some bold and even counter intuitive answers.
Two-way Transparency
H U M A N B R A N D S
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of global consumers would be happy to be rated by a company whose services they had used
The Future Foundation, November 2015
45%
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Art Series Hotel Group
Guests rated by staff to earn discounts and rewardsTwo-Way Ratings
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Freebie Budget Pret Staff reward favorite customers with free coffee
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Uber Drivers and passengers can both be rated.Two-Way Ratings
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Human Brands
• Connected to residents and prospects
• Relevant content provides “human” element to a brand
FRSocial Concierge
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Primed by the constant avalanche of livestreamed video, 2016 will see
consumers demand digital content that is timely and immersive; lasting in impact even if fleeting in duration
Ephemeral - Faster
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Static to Real Time
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40yearsof live streamed footage is watched every day by 10 million Periscope users
Periscope, August 2015
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100 Million
300 Million
300hours of
video uploaded
every minute
6 Billionhours of videowatched
every month
Source: Digital Insights, February, 2016
NUMBER OF USERS
more than
ON YOUTUBE
1.49 Billion
320 Million
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• #1 in the App Store. • 400 million snaps per day. • Stories last 24 hours & 10
second snap limit. • Video/audio calling & chat
messaging.
Ephemeral Snapchat Send photos and videos that quickly disappear forever.
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Instagram Hyperlapse
15-Second Video App Attracts Attention With Creative ConceptsEphemeral
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Pokémon GO Pokémon Go Is A Free-To-Play, Location-Based Augmented Reality Game Ephemeral
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INTRODUCING
AERIAL VIDEOSANDPHOTOGRAPHY
FROM FORRENT.COM®
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ADD VIDEO TO PROFILE PAGE AS MOCK UP
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Helpful• Consumers want brands that understand
needs and provide solutions.
• A brand does not need to be everywhere. instead embrace smart brands that use new channels to be there when needed.
• Anything can be an actionable context from location, emotional state and attention span.
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Hotel Banks Rooms were stocked with apparel and accessories chosen to match
local weather and activities. Fashion Bars
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Hellman’s In-store recipe suggestions via touchscreen tabletHelpful
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Nivea Sunscreen and features solar-powered phone chargerHelpful
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Industry examples
Consumers want brands that understand needs and provide solutions
Helpful
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Industry examples
Consumers want brands that understand needs and provide solutions
Helpful
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In 2016, the right internal culture becomes an external asset.
As the status of consumers becomes ever more bound-up in their ethics and amid the rise of a more transparent consumer arena, increasing numbers look to brands to make positive changes to their internal culture.
Insider Trading
B E T T E R B U S I N E S S
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Interest-free loan StarbucksAny barista who has been with Starbucks for at least one year can borrow the equivalent of one month’s wages
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Listen to Our Customers
Quadly & Print Monthly & Digital
to
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MarqueeCross Platform
Desktop Mobile
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City ShowcaseCross Platform
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Desktop Mobile
Preferred PropertiesCross Platform
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In 2016, consumers will embrace digital services that make truly smart decisions for them.
Consumers exist within a myriad of the latest tech advances. Most will be too busy to separate the signals from the noise. However, the one key consequence will
be that consumers will expect brands to put much-hyped tech trends to use to serve deep human needs.
Beneficial Intelligence
U B I T E C H
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Paribus Scans email receipts and automatically files price adjustment claims Price Matching
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Cognitoys Educational smart toys learn and grow with kids Education
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Airbnb Machine learning helps hosts set the ideal price for their property Education
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Market Comparison Report
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What happens when consumers become swamped by more well-targeted and relevant information then they can handle? In 2016,
they will filter even more for information that is easy to understand, respond to and share.
2016’s INFORMAL INFO has evolved out of growing messaging app culture, more intuitive digital technologies and the demand
that brands will make life better.
Effective Information is Informal Information
I N F O L U S T
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increase in time spent with digital media in
the U.S. between 2013 and 2015
comScore, August 2015
49%
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six of the world’s 10 most used apps are
messaging apps
Quetta Analytics, Q1 2015
6/10
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Waze Navigation delivered in voices of children to reduce reckless driving Safety
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Aloft Manhattan Downtown Hotel
Guests can communicate with hotel via emoji
Communication
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Domino’s AnyWare
Order Pizza On Every Platform As Quickly As Humanly And Technologically Possible.Ephemeral
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Domino’s AnyWare
Order Pizza On Every Platform As Quickly As Humanly And Technologically Possible.Ephemeral
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Facebook Messenging
Prospects messaging apartments in real-time to set up a tour.
InfolustFRSocial Concierge
Messaging Economy
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Betterment• Self Improvement.
• Improve Process.
• Consumers awaken to the self-improvement possibilities of virtual reality.
• Digital technologies fueling 2016’s virtual actualization.
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of consumers value the role that brands
play in enabling their personal goals.
90%
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Betterment RideOnRideOn augmented reality ski
goggles project data and graphics on to the snow in front of the wearer.
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Guided Meditation VR
Users can customize meditations to explore a range of relaxing locationsVirtual Actualization
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BETTERMENT VIRTUAL ACTUALIZATION
Virtual Actualization Toyota Toyota unveiled an Oculus Rift experience intended to turn teens into
better, less distracted drivers.
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betterment Betterment Zagster Zagster designs, builds, and operates
bike sharing amenity programs for leading multi-family residential properties.
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Betterment AVE Chic Renter Residents enjoy complimentary folding bikes
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• Pace of change is escalating every year • Understanding consumer trends is key to marketing strategy
• Prospective renters are also consumers
• Integrate trends into your marketing and sales message
• Bleeding edge is the new norm
• Embracing technology advancements is essential to success
So What Does It All Mean?
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@APTSFORRENT
+APTSFORRENT
/APTSFORRENT
/APTSFORRENT
/APTSFORRENT
BROCK MACLEAN EXECUTIVE VICE PRESIDENT FOR RENT MEDIA SOLUTIONS
@BMACLEAN [email protected]