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New developments in marketing pestle 2011 march 2011


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New developments in marketing pestle 2011 march 2011

  1. 1. PoliticalEconomicSocialTechnologicalLegalEnvironmentalAlison O‘HaraChief ExecutiveAudiences North East 1
  2. 2. PoliticalThe Big SocietyPhilanthropy 2
  3. 3. The Big Society• the Big Society•Five priorities: — Give communities more power — Encourage people to take an active role in their communities — Transfer power from central to local government — Support co- ops, mutuals, charities and social enterprises — Publish government data Jay Gunn brings his animal encounters to Centre for Life Halloween 2010
  4. 4. The Big • State of the Arts conference February 2011Society • Definitions: • ―Not difficult but different‖ • ―It‘s not the individual and not the state‖ • ―Giving something back‖ • ―Valuing the individual contributions to work and the community‖ • ―‗Edge to centre‘ – moving people from the edge of activity to centre stage‖ • Liverpool abandoned its Big Society pilot project as the cuts have hit voluntary groups who were to take over some of the services under the programme • Voluntary sector faces estimated £1.14bn cut in local government grants this yearTyneside Cinema. Image: Ronnie Hackston 4
  5. 5. Culture Forum reportDecember 2010• 26 cultural leaders • Education • Streamlining the representing all government‘s • Contribution to regions of England involvement in new economic and all major arts and growth artforms heritage • Social• Established by Arts • Working with enterprise & Business and reduced public National Campaign • Scaling up funds for the Arts • Clarifying the • Developing• How the arts and state‘s role on corporate heritage contribute arts and support and to the Big Society heritage philanthropy 5
  6. 6. Philanthropy•£80m match funding scheme — Government review of how it can encourage philanthropy — More visible recognition of philanthropy – thanking donors — Developing fundraising skills and capacity — Promoting and increasing planned giving — Supporting long-term — Increasing giving from development of international donors endowments — Strengthening links — Harnessing digital between culture and other technology to boost sectors which are philanthropy supported through philanthropy eg charities, community groups or social enterprises
  7. 7. What does this mean for us? •Address fragmentation amongst sector? •Collaborations? •Upskilling eg tapping into philanthropy? •But earned income ↑16% whilst philanthropy/sponsorship/trusts ↓10% •Focus on demand (ie audiences‘ desires)? 7
  8. 8. Economic Great Street Games part of Great North Run Cultural Programme and Juice – Newcastle Gateshead‘s festival for children and young people 2009. Image: NorthNews 8
  9. 9. Downturn • North East prevalence of public sector jobs • Reduced support for tourism • Local authority cuts • Funding cuts • Less disposable income • Business investment in the arts and heritage at its lowest point since 2004 (falling by 12% last year to £144m from an all-time high of £172m in 2006/7). • In-kind sponsorship and corporate memberships increased (8% and 2%) but cash fell by 18% • Arts & Business Private investment in culture 2009/10 9
  10. 10. Downturn• Unemployment — Number of men • Increased use of — 2.5m people over claiming volunteers (30% 16 are unemployment increase on previous unemployed, 7.9% benefit fell by 5.4k year). Employed/ of the workforce — Number of women contractual staff — 21.2m full-time rose by 7.8k grew by only 3%. workers (down 5k — One in five 16-24 • ACE RFO key data Jan 2011 on previous years olds are out year), 7.9k part- of work time workers (up — ONS December 2010 224k on previous year) — Less public sector jobs 10
  11. 11. What does this mean for us? •Creative approaches to fundraising? •Organisational development? •Sweating our cultural assets? 11
  12. 12. mima • Art lovers invited to play a part in commissioning and creating a new exhibition • mima has teamed up with an arts website ‗we did this‘ to raise funds for a piece of work by Richard Forster • Target of £15k has been set for the online appeal • 90 days to raise funds • Those donating a sum such as £20 will be able to join in discussions between the artist and curator and those contributing £100 can have a say in the creative process by asking questions and making suggestions 12
  13. 13. Royal & • Designated Regional Theatre of the Year by The StageDerngate • In the last year the management team has developed a new organisation, Northamptonshire Arts Management Trust, to deliver finance, administration, sales, marketing, human resources, IT programming and management services for both Royal & Derngate and a new theatre, The Core that opened in November 2010 13
  14. 14. The Bowes • 15 weddings held in the past yearMuseum • Significant contribution to income stream with plans to extend • Images from 450-guest Asian wedding, extensive liaison with London-based wedding planner, coverage in the Journal 14
  15. 15. Live Theatre • Since 2002 running an annual Introduction to Playwriting course • Always oversubscribed so created an online version to cope with demand and generate income • Exclusive videos and advice from award- winning writers including Lee Hall and Alan Plater • Five step-by-step modules • Two levels of entry – ‗solo‘ £95 and ‗interactive‘ £495 • Most of solo version is additional income • Interactive version more resource heavy still sees c60% of the fee form additional income • Video extracts will be updated 3 times a year • Liaising with UK Trade and Investment with view to developing a US audience for the project 15
  16. 16. Social Star and Shadow Cinema 16
  17. 17. 2011’s big event? 17
  18. 18. The Royal Wedding 18
  19. 19. • Flurry of furniture and TV buying in the first few days of 2011 lifted retail sales in January – furniture and electricals Shopping• UK retail sales ↑2.3% on last January habits helped by discounting ahead of VAT rise and December weather prevented shopping• However, industry beginning to suffer – comparison to snow-hit performance in 2009• Later in the month, sales of non-food goods slowed• British Retail Consortium and KPMG February 2011• Housing Market 7%↓ in demand in January – E Midlands, Yorkshire and Humberside suffered most drops• RICS January 2011 19
  20. 20. • Clubbing together to get the best deals • Online collectives eg, using bulk buying to negotiate special Value for rates and discounted deals money • Co-operatives – not a new idea, government White Paper on proposals to encourage everyone to join their local co-operatives eg to buy groceries • Local discounts – old fashioned face recognition (eg Starbucks, the Scarf Shop, Petals) or apps such as VouchercloudNewcastle City Hall Sunday forSammy • Flash sales – time limited offers that encourage impulse buys 20
  21. 21. • Generation G• Random acts of kindness – consumers‘ cravings for realness, the human touch• Brands randomly picking up the tab to sending a surprise gift• Actually need to know what is happening in consumers‘ lives – tapping into social networks to find this out• Interflora launched a social media campaign in the UK designed to brighten Random acts up the lives of Twitter users by sending them flowers. As part of the of kindness campaign, Interflora monitors Twitter looking for users that it believes might need cheering up. Once found, the users are contacted by tweet and sent a bouquet of flowers 21
  22. 22. • Status symbol? Olympics? Can beWellthy cheap! • Mobile healthcare applications – 17k healthcare apps • Heaviest use of healthcare apps is by young adults aged 18-29 • Strollometer – new mother‘s strolling routine, • Sleep on it – tracks nightly sleeping patterns • DirectLife – builds up detailed record of daily activities • Park runs • Free, weekly, 5km timed runs, open to everyone, free, take place in pleasant parkland surroundings and encourage people of every ability to take part 22
  23. 23. • Education Secretary Michael Gove announced in Arts December that performance education tables would measure performance in five subjects – English, maths, science, foreign language and humanities • Sidelined art, music, design, technology and RE • Music Review February 2011 with national plan to be published later this yearImage: David Arandle 23
  24. 24. What does this mean for us? •Jump on the Royal Wedding (gravy) train? •Awareness of value for money? Not just ticket price but whole cost •Segmentation – looking for the easy wins? •Rewarding loyal customers? •Genuine random acts of kindness? •Tapping into getting fit/participation in ‗active‘ artforms? •Alternatives to classroom learning for the arts? 24
  25. 25. TechnologicalFreshest Bairns at Dance City. Image: Barry Self 25
  26. 26. Customer • Acquiring and maintainingservice is the customers – approach thatnew boosts profit by acquiring and maintaining customersmarketing through trust, great customer experience, a tailored service and lots of positive customer buzz in the digital arena • Reactive and proactive The Marketer March 2011 26
  27. 27. Facebook • 633 million users by October 2010 • UK‘s largest display advertising publisher • Third highest number of video viewers behind YouTube and the BBC • Facebook products include photos, gaming with many inter- connected TVs with built in Facebook • The Social Network • Research Information Network Social Media – A Guide for Researchers 27
  28. 28. Dell• One frustrated customer • Dell Idea Storm was created as a channel for managed to create such a customers to make suggestions to Dell and has social media buzz about Dell‘s been used by thousands of customers since poor customer service that at then one point the Dell Hell site was dominating the search engines, overshadowing the official site 28
  29. 29. Marks &Spencer Busts 4 Justice• Busts 4 Justice facebook groups was set up by 26-year- old who was fed up of paying • Marks & Spencer launched full-page ads in extra for her 30G bras national newspapers to apologise for its decision to add a £2 surcharge on the price of• 15k followers larger bras• Group members bought M&S • The ad says that the company had decided to shares and had planned to charge more on the basis that larger bras cost tackle the company‘s CEO on more to make, but admitted they were wrong the issue of the ‗tit-tax‘ at the company‘s AGM ―so as from 9 May the storm in a D cup is over‖ • M&S reduced the price of its larger bras by £2 and offered 25% off all bras for a two-week period (May 2009) 29
  30. 30. • New ways of delivering library services to remote communities and making reading more accessible through digital technology • Trial community ‗book points‘ and e-bookNew readers will be piloted in Northumberland and County Durham – book clubs, book donationsapproaches and informal book swappingto location • The two county councils joined forces on the Future Libraries Programme and their joint bid – Going Digital, Going Local – was one of 10 chosen from across the country as pilot schemes • Local people will be able to request books by phone or using the library online catalogue, email and text messaging will be heavily used by the library service to keep in touch with customers • The scheme will also assess the effectiveness of e-books in providing the reading needs of over-60s and low-income families 30
  31. 31. What does this mean for us? •Planning approach to social media? •Resources for reactive and proactive? •Identifying opinion formers? •Defining your organisation‘s ‗voice‘ in social media? •Infrastructure for IT in rural locations? •New locations for public engagement? 31
  32. 32. LegalPerformance at Durham Streets of Play 2010.Image: Martin Cunningham 32
  33. 33. Social Media Editorial or marketing? Celebrity endorsement of products and companies on blogs Facebook promotions Like It and Land It guidelines 33
  34. 34. What does this mean for us? •Acknowledging influence celebs can have? •Paid bloggers? •Facebook rules? •Competitions? 34
  35. 35. EnvironmentalTall Ships Race 2010, Hartlepool 35
  36. 36. Eco superior • Ever present quest for more environmentally sustainable societies • Rise in eco-superior products – not just eco-friendly but superior in other ways • Consumers actively seeking out green products reaching a plateau • Mainstream consumers question value and efficiency of going green • While 40% of consumers say they are willing to purchase green products, only 4% of consumers do when given a choice (Journal of Marketing September 2010)Audience interaction with awater sculpture at The AlnwickGarden 36
  37. 37. What does this mean for us? •Responding to funders to be eco friendly? •Reactive or proactive? •Links with ‗wellthy‘ trend? •Complete offer – eco friendly and high quality? 37
  38. 38. 2011’s big event? ‗Temenos‘ by Anish Kapoor and Cecil Balmond, the first of the ‗Tees Valley Giants‘, the biggest public art project in the world. Image: Alan Jukes 38