insight exchange 4

D040310

Intro• Identify a theme to review

• Highlight key statistics & interesting facts

• Today’s theme: Experience

6 Oscar 6 Oscar nominationsnominations

for SA-linked films in 2010 (4 for District 9 and 2 for Invictus)

SA industrySA industry

Schuster rules with 4 4 movies

in the top 10 movies in SA based on attendance figures

Avatar cost an estimated $500 mil to produce & made

$1.859 bil$1.859 bil at the box office

3D phenomenon3D phenomenon

72% 72% of the global box office for Avatar came from 3D venues

cinema advertisingcinema advertising23.1% 23.1% cinema

penetration in 2009 amongst all adults aged 16+ in LSM 7-10

In SA, 3D movie tickets are approximately 40%40% more expensive than normal movie tickets

Consistently represents only

1% 1% of total adspend since 2007

LSM 7-10 cinema attendance increased to

25,896 25,896 mil mil in 2009

40% 40% cheaper to make amovie in SA than in Europe or USA

& 20% cheaper than in Australia

“. . . not too distant future, where big releases big releases will be

only released in 3Donly released in 3D.” Mark Zoradi

With increasing pressure for ROI, the question is whether you’re using

cinema advertising to the best of it’s ability?

Title Release Date

Toy Story 3 (3D) 10 June

How to Train Your Dragon (3D) 26 March

Iron Man 2 3 April

Schuster Tshabalala 28 May

Knight & Day 23 July

Shrek Goes Fourth 16 July

Twilight: Eclipse 2 July

Harry Potter 7 3 December

OOBERMind (3D) 17 December

Step Up 3 (3D) 13 August

Top 10 blockbusters for 2010

insightexchange@mccann.com

Trends • Reports, What’s Next Trend timeline and blend

• Learned Happiness, changing peoples emotions is easy

• Slow down…relax, people slowing down in what they are doing & thinking

• Fake loyalty/disloyalty, how loyal are your customers…really?

• Tracking & Alerting, always in the know

• Local, local is getting bigger

• Top 10 gadgets, The year ahead in gadgets

Reports

Source: What’s Next http://www.nowandnext.com

Source: What’s Next http://www.nowandnext.com

Environmental Change

Individualism

e-books

Growth of digital

narcissism

User filtering

Shorter formats

User generated

content

30% of all books now

digital

All ads now personalised

News & Media

2010 - 2015 2015 - 2020 2012 - 2025

All televised sport now

short format

Source: What’s Next http://www.nowandnext.com

Source: What’s Next http://www.nowandnext.com

Politics

Rising protectionism

Growth of autocracy

Globalisation in retreat

Fall of US empire

Green Taxes Protectionism

Energy insecurity

Web 2.0 campaigning

Immigration backlash

Virtual protests

Source: What’s Next http://www.nowandnext.com

Learned Happiness

Changing peoples emotions is easy

Studies in happinessStudies by Ruut Veenhoven at Erasmus University in Rotterdam have show that after annual income exceeds USD 10,000, money tends to decreasingly improve happiness until an income of USD 50,000 has been reached. Above that, more money makes almost no difference at all.

Edward Diener at Illinois University confirmed this effect by interviewing the 'Forbes 400' richest Americans. He found they were only slightly happier than the general public because they felt jealous about the possessions and prestige of similarly wealthy people. (Source: Newsweek.)

Successful brands understand the ‘happiness trend’. They know they can't sell happiness because true happiness is something people make for themselves. Smart brands choose to be facilitators and support meaningful self-fulfillment so people can create their own happiness.

-Trendwatching.com

Slow Down…relax

People are slowing down in what they are doing and thinking

Stress is leading to unprecedented health problems.

“Stop the world I want to get off” is a feeling we all have

sometimes.

Consumers are to slow down…

The journalist Carl Honoré first published his manifesto, In Praise of Slowness, five years ago. Since then we’ve seen movements in slow food, slow travel and even slow education gather speed (as it were).

“People are definitely partying more slowly now,” he says.

Drinks to calm…

Fake loyalty / disloyalty

How loyal are your customers…really.

Indifference to your brand

• Consumers may actively experience your brand but hate it as an underperformer

• They will stop co-operating with your brand

• They will just leave and not tell you why

• What is the best possible experience you could give them?

When your brand isn’t available

Which would you rather travel?

Fake loyalty / disloyaltyWe equate mass market with quality and demand, when in fact it often just represents familiarity, savvy advertising, and broad if somewhat shallow appeal. What do we really want? We're only just discovering, but it clearly starts with more.

-Chris AndersonThe Long Tail

16 – 30% of consumers change brand loyalty in one evening of watching commercials.-Growthstrategies.us

“People are really a whole lot more slutty about brands than we realized,” -Marian Salzman

The Future of Men

You need to widen the gap.(And be on shelf)

Fake loyalty / disloyalty

Tracking & AlertingAlways in the know

Tracking & Alerting“Experienced consumers are lusting after detailed information on anything and anyone. Which is why millions of sites, services, devices and apps that facilitate instant checking, tracking, alerting, visualizing, analyzing, mapping and so on are hotter than ever.”

- Trendwatching.com

Ways of knowing

Preorder.com - Games Kauai food alert

Crème brulee cart QR codes

Domino’s Pizza tracker

Track your baby

“Data is money”

"Data is money, the more information you have, the more interesting you are.“

-Patricia Martin, Author Renaissance Generation: The Rise of the Cultural Consumer and What It Means to

Your Business

Today, there are services to track our flights, the buses in our neighborhood, even where the

money is going. What does this growing consumer demand say about our culture?

Security & Accountability?

Local

Local is getting bigger

Local• Started with supporting local farmers and has now spread to make

business more personal and relevant to communities

• Large brands are now trying to become a part of the community although can be viewed as “localwashing”

• Localwashing is similar to greenwashing – companies just doing it because they can, although it doesn’t mean anything

StarbucksStarbucks has announced that it will open three stores in the Seattle area that do not carry the well-known brand of the coffee shop pioneer. The first will open this week under the name “15th Avenue Coffee and Tea.”

The shops are meant to reflect a more local feel; they will host live music and poetry readings, serve beer and wine, and use manual espresso machines as opposed to automated. Not only will the name be changed, but all merchandise will bear the new, local name. The Starbucks brand will be nowhere in sight.

While the pilot program of 3 stores is only being tested in Seattle, if the rebranding is successful the company said that it will expand the program into other markets.

Hellman’s – Eat Real, Eat Local

Local is more important to consumers

New York-based branding firm BBMG found that the number of people reporting that it was "very important" to them whether a product was grown or produced locally jumped from 26 to 32 percent in the last year alone.

"It's not just a small cadre of consumers anymore,“- Mitch Baranowski, BBMG, founding partner

Local business’ benefit their own community. CSI to make it real?

The futures bright…and now it’s in 3D!

Things to think about…

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Trends only work if they are adopted by you