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Recent research shows a clear shift in consumer preferences, moving away from convenience-driven options toward entertainment and social engagement. Today's consumers prefer spaces that foster social interaction and offer unique experiences. Developments with space to host events featuring live music, sports, and festivals are set to become major attractions, offering more than just traditional retail. This shift opens up opportunities to create multi-functional environments that prioritize shared experiences, ultimately delivering greater value for communities and investors. 📸: Town Center of Virginia Beach

Our latest report from Ahaana Khosla featuring Paul Sirisant and Paulo Abiog dives deep into the fascinating trend of co-playing spaces and why they're capturing the hearts of hobbyists across the region 🎮 🏠 Home Away from Home: Imagine stepping into a cosy sanctuary equipped with gaming consoles, board games, vinyl players, and film screens - it's like hanging out in your best friend's living room! These spaces offer the comfort and familiarity we crave, fostering a sense of belonging in an increasingly isolated digital landscape. 👥 Communal Engagement: Unlike traditional entertainment venues that focus on individual experiences, co-playing spaces thrive on group participation and communal engagement. It's not just about playing games; it's about forging connections and creating memories with like-minded individuals. 🚀 Multi-Faceted Entertainment: By tapping into the growing demand for communal leisure activities, these spaces offer a diverse range of entertainment opportunities. From cutting-edge technology to good old-fashioned board games, there's something for everyone to enjoy. They're not just venues; they're hubs for social exchange and exploration. Discover why co-playing spaces are becoming the go-to destination for socialising and unwinding in Southeast Asia https://hubs.li/Q02vzFLb0 #CoPlayingSpaces #Community #SoutheastAsia #SocialTrends

If you had told 22-year-old Aidan that this career in consumer insights would one day lead to being PAID to write about Beyoncé, he would have thought you were Crazy (in Love)! In all seriousness, one of my favorite things about Human-ology's dataset is the way it helps me understand and contextualize my own priorities and human experience. As a HUGE Beyoncé fan and a big Taylor Swift fan, I had my own hypotheses about what makes them so emotionally magnetic to their fanbases - but even I was surprised, intrigued, and then inspired by what our data reveals connects them to their fans at a deeply resonant level. Do you have a hypothesis about what makes these stars connect with their audiences so deeply? If so, share it in the comments - then go download the report and let me know how close you were!!

Ever wondered what makes Beyoncé and Taylor Swift such Mega-stars? Our latest report dives deep into how these two cultural icons have built emotionally resonant fandoms. To discover actionable insights like theirs and to elevate your brand’s engagement and loyalty, download the report at https://lnkd.in/eaRF-ftg

Fred again and the creation of his cult-like fanbase 🚀 If you haven't already heard, UK artist and producer Fred Again hit Australia on a surprise tour earlier this month. The artist left breadcrumbs across his social media in the run-up to the trip, including an Instagram story saying 'Okay, we're getting on a flight now, and when we land, we're gonna play some shows....' 🤫 Fans (like me), were in a frenzy trying to decipher the messaging to make sure we got hands-on tickets should they become available. Fred also created a WhatsApp group chat to keep fans updated on ticket releases, even providing unique ticket links on the app. The first of the artist's Australian shows in Sydney's Opera House generated an online queue of over 100K people. Fred went on to release a further 8 shows across Melbourne, Gold Coast and Sydney - all selling out immediately. The shows themselves have been described as 'almost religious' experiences. The beauty of Fred Again is his realness. His fan base has been described as a 'friend-dom' rather than 'fan-dom'. This can be due to his commitment to hosting pop-up gigs that build a journey to the main events, sharing rough and ready social media posts and of course his use of actual-life voice notes and recordings in his songs (see what I did there). The scarcity of tickets available to his events provides a sense of excitement and further increases demand. Rather than relying solely on promoter advertising, Fred uses unconventional advertising to drive attraction. Despite global success, Fred harnesses the power of community and connection through his personal brand while retaining his unique authenticity. Brands can learn a lot from Fred. In an era of mass media overload, consumers are attracted to authentic messaging. Gen Z audiences in particular value a sense of community and want to feel as though they are part of something. Taylor Swift last month, Fred Again this... who's next? #FredAgainSydney #demandgeneration #Sydney #FredAgain

🌟 *The Taylor Swift Effect: Mastering the Art of Wholesome Marketing* 🌟 Taylor Swift isn't just a music icon; she's a master of communication and marketing. How does she manage to maintain her wholesome image while orchestrating one of the most financially successful tours in history? Her secret lies in authenticity and connection. Taylor shares her personal stories and vulnerabilities, making her audience feel like part of her journey. This genuine approach fosters a deep emotional bond, turning casual listeners into lifelong fans. Attending a Taylor Swift concert isn't just about the music; it's an experience. Parents are willing to spend thousands for their children to witness her live performances, creating cherished memories that last a lifetime. It's not just a concert; it's a cultural event. Taylor also keeps her audience on their toes with unexpected album drops and personalized fan interactions, maintaining an element of surprise that keeps fans engaged and eager for more. In a world where consumer loyalty is hard to come by, Taylor Swift shows us that the key to success is building genuine relationships and delivering unforgettable experiences. 🎤✨ #Marketing #Communication #TaylorSwift #CustomerEngagement #EventMarketing pic credit talyorswift.com

More Than Music - How Taylor Swift Makes a Big Economic Impact With Her Talent 🤯 Today, we want to shine a spotlight on a true superstar - Taylor Swift. We all know her catchy music, but did you know she's also a total boss when it comes to business? 🎵 The Eras Tour generated a staggering $5 billion in consumer spending across 20 U.S. countries. 🎵 The L.A. concerts generated an estimated $320 million for the city's GDP, creating 3,300 jobs, and bringing in $160 million in local revenue.  🎵 Japan anticipates a minimum 25% increase in revenue during her tour dates. Taylor doesn't just create chart-topping hits, she uses smart marketing strategies to share them with the world. It's this combination of talent and smarts that makes her such an inspiration. Taylor's team meticulously crafted a data-driven marketing campaign based on fan demographics, preferences, and market trends: 🔹Leverage digital channels: From teasers, tour updates to exclusive content, they built anticipation and leveraged social media to create a massive buzz, fueling their engagement and excitement. 🔹Personalized fan engagement: By creating exclusive pre-show events, surprise meet-and-greets, and engaging online contests, Taylor Swift made fans feel like valued insiders. This personalized touch fostered a strong sense of connection and ownership among fans, transforming them into enthusiastic brand ambassadors.  🔹Captivating visuals: Taylor's marketing team leveraged behind-the-scenes content, live performance snippets, and professional photography to showcase the tour's captivating visuals, effectively attracting both longtime fans and curious newcomers. Her story is a powerful reminder that you can chase your dreams with everything you've got, while still being strategic and savvy. And most importantly, it shows how much we can achieve when we lift each other up. Enjoy International Women's Day and cheer to the world where women can make a real difference! Whether that's starting your own business, rocking it in your career, or simply inspiring others, there are endless possibilities. -- #MajorisDigital #MJX #InternationalWomensDay #WomenSupportingWomen #dreambigachievebig #b2bmarketing #digitalbusinesses

What do Taylor Swift and NRL in Vegas tells us about comms? 1. Excite your core base with a once in a lifetime opportunity. 2. Build fan loyalty by taking on sacred cows (rugby league will never work in America, what’s the point of re-recording all your albums?) 3. Have something to say and say it regularly through your best channels. 4. Build your audience via both traditional and non traditional channels. 5. In the case of the NRL, leverage your media partnerships to ensure widespread awareness and record ratings, the biggest ever for round 1. 6. In the case of Taylor Swift, produce something of such quality and scarcity (millions register for approx 600K public tickets) that tradition media end up producing live blogs and coverage, knowing that millions are interested. While your company might not be as big as Taylor Swift or the NRL there are some key lessons: 1. Position yourself strongly and have something to say in public of interest to people that gets them talking. 2. Challenge sacred cows and see if you can give the public what they want or something they haven’t thought about. 3. Be relentless in follow up, next steps, planning and execution to make your offering something that goes beyond a game of footy or a concert and becomes an event or information not to be missed. #corporatecommunications #ceo #cmo #brandawareness #mediarelations ********** You can follow Daniel McDougall and get his perspectives from 25 years in the media and communications industry.

“How do you find that sweet spot?” Holmsten said. “That is, I think, the No. 1 question.” "One of the most crucial timing questions, Sheppard and Holmsten agreed, is when to announce a pop-up. The aim is to give the public enough time to show up, but not so much that a large crowd comes too early." Leveraging Variable Reinforcement in Placemaking: A TSX Times Square Case Study Variable reinforcement, a principle from behavioral psychology, shows that unpredictable rewards can drive engagement more effectively than consistent ones. This concept is beautifully illustrated by TSX's concerts at Times Square. By strategically timing the announcements of their concerts—not too early, not too late—TSX creates an atmosphere of excitement and anticipation. The unpredictability keeps people curious and engaged, always eager to see what will happen next. This approach not only draws crowds but also fosters a dynamic, vibrant environment that makes Times Square an even more compelling place to visit. This analogy is a perfect fit for the #workplace and its #gravity #Placemaking #BehavioralPsychology #UrbanPlanning #TSX #TimesSquare #Engagement https://lnkd.in/gEbfZGjd