insight exchange 4
DESCRIPTION
TRANSCRIPT
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
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…
Report + 1 Year updates cost: $1499 / R11,473
Trends only work if they are adopted by you
