TopLine Business Acumen Series Digest: October 19th, 2020 edition
This week’s most engaging stories
TopLine’s Business Acumen Series features business trends and opportunities to help sales professionals prospect and engage clients. It’s updated several times daily within the TopLine sales intelligence system. This digest features some of the week’s top stories.
This digest includes TopLine-exclusive components, like Instant Positioning pieces. These infographics on category trends and market conditions, available 24/7 in the TopLine app, help with prospecting and positioning you as a thought leader to clients. If you’d like to learn more about how TopLine can advance every stage of your sales process, click here to learn more now.
The Power of the Connected Car
As detailed in this article, Taco Bell and GM teamed up to measure how effective radio ads in connected cars are at driving restaurant traffic. Over two months, Taco Bell ran three types of ads: 30-second commercials, voice-overs, and sponsorships during news, weather, and traffic reports. In their findings, they found 30-second commercials were most effective at driving new consumers, and when used in combination with voice-overs, can increase frequency.
Are your local restaurants taking advantage of the power of the connected car? Are they using 30-second spots and voice-overs in conjunction to reach new consumers?
Latest Resources from TopLine
TopLine is constantly updated with assets on emerging trends and opportunities. At any time, you can submit a request for new custom research, or download Instant Positioning pieces on current topics for use in direct outreach and on your socials. Some recent pieces follow; TopLine users can access them at any time. Not a TopLine user? Click here to learn how TopLine can help you close more sales.
The Used Car Market Booming in the Age of COVID
The pre-owned auto market has been experiencing strong sales due to the pandemic because of a lack of new cars from shutdown auto plans and consumer spending becoming more restrained. Based on data from Edmunds.com, August and September saw the quickest rate of pre-owned inventory turn over in the past six years. Online car dealers have had particular success with customers with more variety and custom features.
How can you help to drive sales for local dealers in your market?
High-Income Consumers Will Spend More During the Holidays
According to mediapost.com, about two-thirds of affluent shoppers plan to spend more or the same amount on holiday shopping as last year. Because of the pandemic, some consumers may have to cut back on holiday shopping, but experts say higher-income consumers will still be big holiday spenders.
Brick and mortar stores should try to target these consumers because 82% of shoppers plan to do at least some of their shopping in-store. 25% of consumers want holiday gift ideas, but 61% of affluent consumers already know what they’re going to buy before they head to stores. Experts recommend that retailers make sure to reach consumers before they go shopping with various types of marketing.
How can you help retailers spread the word about amazing holiday gift ideas? How can you offer retailers a multi-media marketing experience to give them ideas and get them in the door? What stations and digital properties would work best to reach affluent shoppers?
COVID-19 Helps Drive Sales of Hair-Loss Products
“Visits to hair-loss product sites and search queries about hair loss reached record highs in August as product sales soared nearly 30% year over year.”
Why is this happening? It has been found that COVID-19 itself can cause hair loss in both women and men. Additionally, the increased amount of stress many Americans have been feeling since March is also contributing to the hair loss being experienced across the country.
SimilarWeb’s lead beauty industry consultant Alisha Kapur says that “Search volume for phrases related to hair loss is up 22% year over year.”
Hair loss is a private affair that can be embarrassing for the people experiencing it. They don’t like to shop for hair loss products in-person and prefer to see more subtle advertisements about hair loss products or services.
How can you help your hair loss clinics and hair-loss product sites promote their services during this surge?