Our Crystal Ball
A-Train looks into 2010 with some predictions.
Hint: 2010 promises to be tweet.

With 2009 behind us - and good riddance - we have the empty slate of 2010 before us. By all accounts, 2010 promises to be much better, if only because for so many, it would seem that it can't possibly get much worse.

Though for some of us here at A-Train Marketing, we have vigorously poured over economic forecasts trying to be among those who are optimistically working to predict the future. And while we are not economists, we still manage to have a few predictions related to our own industry, focusing on how businesses and organizations will be communicating and creating buzz in 2010.

Even outside observers of marketing can likely predict the answer to the major trend of 2010: social media. It's almost cliché, isn't it? With that in mind, we will get a bit more detailed and try to predict how organizations will be using this ever-evolving tool that is here to stay.

Settle down, people. Many have said that 2009 "came into its own" in 2009. It became mainstream. This is true. Like a bright-eyed traveler meandering through a new language, Social media was the shiny new game everyone clumsily played. In 2010, social media will no longer be novel, but essential. Our fascination with it will move from the technology to the relationships it allows us to develop, foster and harvest in increased exposure to our core audiences. As on blogger, Shel Israel, put it, social media will be "about as tumultuous as watching paint dry and as significant as the adoption of the automobile." If you've yet to jump in, you are behind the curve. It takes time to develop a robust presence in this new media, so plan to get on it in early 2010.

Finally, a new acronym. Ever hear of SMO? No? You will. SEO, or search engine optimization, which ensures you are high on the list of returns from Google searches, is still important. But as people increasingly seek information through social media, there needs to be an increasing concern for SMO, social media optimization. In part, this is organic: use the medium well and people will find you. But this year we predict new metrics of measuring the success of social media efforts. This will allow companies to fine-tune approach, optimizing efficiency of social media investments. This way, you can measure your RIO, return on investment, something very difficult to do previously.

Ever wanted to go into publishing? E-blasts, blogs, Twitter, Facebook - businesses and organizations today are expected to go beyond their core services and actually offer content. Content creation will increasingly be a part of core services across all industries in 2010. For success in engaging your audiences with this content, it must be rich, informative and creative. Some of you right now are reading this and shaking your heads. "I own an automotive repair shop. Why would I create content?" Ok, Mrs. Mechanic, let's say you service Subarus and there is a recall. Wouldn't you want to increase your business by letting your customers know about it through an e-blast or blog entry or tweet? That's content. If you're frightened, A-Train can help navigate the confusion of content and message creation, so give us a call.

Not 'C' level - yet. We all have something to learn from Dominos Pizza. No, not admitting your product sucks, as the brand did at the end of '09. The lesson is to have a social media policy in place for employees. Dominos employees made a YouTube video of them doing things to sandwiches that should never be done in public. When the video went viral, the pizza chain had no significant social media presence through which to respond. Most employees know better, but having a social media policy that covers any grey areas of employee expectations of how to represent brands online is essential in 2010. What's more, with 93 percent of businesses planning to continue or begin investing in social media in 2010, expect to see a host of new job titles at large companies like, "social media manager" and "social media czar."

Shh... I'm tweeting. As many clumsily began using the new media in 2009, there was a ton of noise. Not audio-based, but useless chatter. It really gives this media a bad reputation, and tolerance of it will reach a low in 2010. Users will seek value of relationships, not volume of connections. This means cheap attempts at marketing - contests, meaningless surveys, giveaways, etc. - will be passé and frowned upon, as will outright promotions even in mediums of high tolerance like Twitter. What people will look for - see above - is actual content. While 2009 saw an emergence of crowdsourcing, in 2010 savvy users will find the benefits of sourcing through online communities. This has begun with the addition of Twitter lists.

Attack! Sadly, the downfall of these media's ubiquity is its attractiveness to those without the best intentions. Change your password often. Use a different password for each platform. And be sure your password is Level 5 (hint: password123 is Level One).

Certainly, there are more than a few of you reading this that are still intimidated by social media. The fact is, it is here to stay and no longer will be used to give you an edge but is necessary to keep up. We left out the technology advancements that will happen this year - geo-locator tools and alternate reality software, primarily - but without adopting you will be two years behind. Call us if you need help.


In The Know
Font Predictions for 2010:

I still love the look of acid-washed jeans, the way they fit, and the way they fray. But the reason I don't wear them anymore goes beyond conforming to a trend; like my hips, things change when they grow, and there is a difference between retro and dated.

The same can be said about type fonts. As print materials are more often accompanied by e-blasts, social media invites, and other web-based communication forms, legibility will dominate over the ornamental. But that's not to say that decorative fonts can't be legible.

When I look into 2010, I see many of the narrow sans serif fonts taking the spotlight in both headlines and subtext. Tungsten is a great example. It comes in a variety of weights, allowing versatility in style while maintaining consistency in form. A condensed sans serif has a strong presence when its size is exaggerated, and demands the attention of its audience. It can express a tough presence, yet uphold a look that's savvy and smart - like George Clooney.

TUNGSTEN

In this same font forecast, I'm also seeing a serif fonts front moving in, with a chance of slabs. Slab serifs, noted for their block-like appearance, don't preserve as much legibility in body text, but will be commonly used in headlines. Slab serifs were commercially introduced in the early 1800's when type was extending beyond newspapers, and stronger fonts were needed for posters and advertisements. But fonts are always being modified and transformed to bring a modern look to a classic feel. The Vitesse font is a great example: it's the Marc Jacobs acid-washed jeans you'd see Ashlee Olsen wear, as opposed to the ones you saw Bret Michaels don.

VITESSE

Although legibility is key, there will always be a need for the fancy fonts, too. Elegant script fonts will not disappear, and kitschy retro lettering defies the meaning of trend. A font called Biographer does a god job of marrying both. I predict appearances on a range of materials from storefront signage to boutique-y stationary items.

BIOGRAPHER

We saw a greater outreach to the "green" appeal in the early 2000s, as business trends started gearing towards an organic approach. Many hand-drawn textured fonts became popular in the digital age as we reminisced over the tools of a primitive era. Stamped and screen-printed fonts contributed to a more natural aesthetic as well. But as I see designers continuing to pursue this tendency, I can also see it evolving. Phaeton is another decorative font, but its rough edges, combined with the grid-like precision of its figure, present that same organic sentiment while taking it up a notch in 2010.

PHAETON

The Hook Up
Add these to your February calendar

Yep, February reminds us that two or three days does make a difference. But surely you can find the time for these:

On February 4, Gallery Underground, 109 Linden, Fort Collins, will host a Valentines art show for First Friday from 6 p.m. to 10 p.m. Greth Ligon of Loveland will be the guest artist. The Gallery Underground hosts some of the area's most cutting edge art, and we here at A-Train love art. Consider checking it out.

On February 10, the Boys and Girls Club will be hosting its 3rd annual "Building Incredible Kids" fundraising breakfast at the Embassy Suites in Loveland. Boys and Girls Club offers a safe place for kids to learn and grow while having fun. You must RSVP in advance to get on the guest list, but the event is free. RVP to Maria at Office 970-223-1709, ext 104 Event check in will begin at 7 a.m., and the program will run from 7:30 to 8:30 a.m.


A-Train Update

As always, 2010 kicked off at A-Train Marketing with a heaping helping of projects on our plate. But we wouldn't have it any other way. Here, I will highlight two.

Planning is well under way for our Spring into Giving, an exciting first-of-its-kind event focused on bringing the talent of our business community together to benefit local non-profit organizations. Unlike traditional corporate philanthropy programs that either focus on raising money for non-profits or providing volunteer talent, Spring into Giving does both! Many area businesses have already pledged their expertise to provide professional services that non-profits desperately need but struggle to afford. These pro bono services will be packaged and placed up for auction at the March 6th Spring into Giving event, and the winning bidders will then choose which area non-profits receive both the services and the money. Furthermore, the event will feature beer and wine from local purveyors and food and entertainment from some of our area's finest. We are partnering with United Way of Larimer County to organize the event. Sponsors include A-Train Marketing Communications, Inc, RC Special Events, Caldera Creative, Food for Thought Catering, Chimney Park Bistro, and Cache Bank and Trust. Getting involved is easy. To learn more or sign up, please contact Nicolle Gregg at A-Train Marketing for more info at 970.419.3218.

We're also very excited to announce that we are working with the Fort Collins Musicians Association, the City of Fort Collins and Beet Street to handle marketing for a Fort Collins showcase at the South by Southwest music festival and conference in Austin, Texas in March. The industry-based event will bring some much needed exposure to the Fort Collins area as a music hub.

Email comments to josh@atrainmarketing.com.