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On The Edge

On The Edge. Australians Facing Tough Times. And Some Tips On Marketing Through Tough Times. Tough Times Don’t Alter The Basics. Things just happen a lot faster Pre-existing Social trends accelerate New opportunities open up Well run businesses thrive Poorly run ones do not

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On The Edge

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  1. On The Edge Australians Facing Tough Times And Some Tips On Marketing Through Tough Times

  2. Tough Times Don’t Alter The Basics • Things just happen a lot faster • Pre-existing Social trends accelerate • New opportunities open up • Well run businesses thrive • Poorly run ones do not • It’s Über Darwinism

  3. Today’s Discussion Long Wave Social Trends Responses To Global Economic Crisis Implications

  4. How We Got Here Long Wave Social Trends

  5. Economically Savvy

  6. ‘The Lucky Country’ May Not Be Future Economic Outlook For The Country Values Poles % Optimistic Pessimistic

  7. Prudence & Risk Aversion Financial Attitudes % Total agree H/h income > $40k pa Borrowing’s A Real Loss of Control Stick to Fixed returns

  8. Frugality & Moderation Shopping attitudes Mean 6 = completely Family needs first Any Spare to Savings Money too valuable to waste on treats Bulk Buy on Specials

  9. Sceptical Of ‘The Market’

  10. Telco Deregulation Didn’t Work That Well Postal “Satisfaction with service …” % Nett: Very Satisfied/Dissatisfied Very Satisfied Long Distance Phone ISP Local Phone Mobile Phone Dissatisfied

  11. Growing Cynicism Of ‘Conspicuous’ CSR “ It’s more important that Brands deliver good Quality & Value than support Charities & Good Causes” % Clearly Agree Clearly Disagree

  12. And Someone To Keep An Eye On Them Need for change in business regulation % More No Change But Better Policing No Change Less

  13. Overwhelmed By Change

  14. Things Are Slipping Personal Control Over Life Values Poles % Sufficient Insufficient

  15. Too Many Unfathomable Choices Choices In Life Values Poles % Welcome Unwelcome

  16. Patriotism Without Sacrifice

  17. Renewed Support For Cultural Icons ... Australia’s Flag Values Poles % Unchanged New

  18. But It’s Not My Job To Fix The Country Patriotic Sacrifice Values Poles % Necessary Unnecessary

  19. ‘You are’ Interested in Sport ‘You are’ Interested in the Arts I Am ... You Are ... Phrases that describe myself and the Typical Australian % Multiple Response Selected Collective CulturalCringe? I am Interested in Sport I am Interested In the Arts

  20. Big Government

  21. Heightened Expectations Of Government Role Of Government Values Poles % Major Minimal

  22. Getting Over Unrestrained Capitalism Social Orientation Values Poles % Darwinistic Egalitarian

  23. 117 113 109 108 108 106 106 104 97 95 95 93 92 87 85 82 A Swing To Interventionist Government AustraliaSCAN Ideological Oscillation Index Social Democracy Index, Average 1993-2009 = 100 Market Liberalism

  24. Family First

  25. Be able to take a day off when I want Be able to work from home More Than Just Busy Aspirations Time Constraints Values Poles % Constrained Unconstrained

  26. The Kids Need More Attention ... “I would prefer to work fewer hours for more time parenting” % Parents Clearly Agree Clearly Disagree

  27. Focusing On What’s Most Important 2009: % Nett: Leisure, Perceived More time/Less time than a year ago More Time

  28. Filtering Out The Non-Essential 2009: % Nett: Leisure, Perceived More time/Less time than a year ago Less Time

  29. Filtering Out The Non-Essential 2009: % Nett: Leisure, Perceived More time/Less time than a year ago Less Time

  30. The Arts Are Important

  31. Marketing The Arts The Arts are an important part of Australia’s way of life and make all our lives richer % 2009 Disagree Somewhat (3) Clearly Agree (5,6) Agree Somewhat (4) Clearly Disagree(1,2) Supporters Enthusiasts Disinterested Rejecters

  32. YouthfulTechnologicalEnergetic Upwardly MobileMaterialistFamily Focused ConservativeInstitutionalSelf-Controlled ExperientialPermissiveLibertarian ResistantFunctionalDependant Social Drivers & The Arts Supporters Disinterested Enthusiasts Rejecters

  33. 54 69 65 81 But The 80:20 Rule Is More Like 40:30 Attend/Participate in Performing Arts in last year % (2009) Supporters Enthusiasts Disinterested Rejecters

  34. Now Long Wave Social Trends Responses To Global Economic Crisis

  35. Hitting The Headlines Job losses set to rise, Rudd says. The Age 21/01/2009 X ? X 1750 3500 6000 X ? X X ? 1850 X 550 ? X X X 400 ? 700 2000+ X X

  36. Worried About The Future How will these things be in Australia in Ten Years Time ? % Nett: Better/Worse My Life Overall Better The Economy Worse Unemployment

  37. Amount Owed Savings Take A Hit: Manage Down Debt Compared to a year ago is the amount of money you have saved or invested? % Nett: More/Less Than Last Year More Less

  38. Personal Financial Jitters Confidence in personal financial future : next 5 years % Nett: Great Deal/Little or None Great Deal Little/ None

  39. Staying At Home & Watching The Money Interested in finding New ... % Foods to eatat home TV Shows Save Money Save Time Make Money

  40. Hitting The ‘Real Economy’

  41. Tomorrow Long Wave Social Trends Responses To Global Economic Crisis Implications

  42. Arts Marketing Issues • Recognition • Combating The Collective Cultural Cringe • Family, Kids & Old Fashioned Virtues • Familiar & Local Faces • Value for Money • “Preaching to the Choir” vs. “Fishing where the Fish are”? • Relief, Escape, Fantasy, Free & Inexpensive Treats

  43. Ten Marketing Tips From The Past • Don’t Panic • Remember The Basics • Watch Changing Audience Values • Re-evaluate your Portfolio • Focus • Cut Costs, Not Life Support • Innovate • Watch ‘Relative Perceived Value’ • Keep Talking • Position For The Recovery

  44. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Charles Darwin ‘On the Origin of Species by Means of Natural Selection’ 1859

  45. Quantum Market Research (Aust) Pty Ltd / Level 10 Como Tower, 644 Chapel Street, South Yarra Vic 3141 Australia / t 61 3 9289 9599 / f 61 3 9289 9595 / e research@qmr.com.au / w www.qmr.com.au Consultant to AustraliaSCAN David Chalke 0412 539 208

  46. Family First ... Willingness to make significant sacrifices for... % Very willing (6) 2009

  47. ... Then The Rest Willingness to make significant sacrifices for... % Very willing (6) 2009

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