Tomorrow's Customer.mbl solutions


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Tomorrow's Customer.mbl solutions

  1. 2. Andrew Hebden <ul><li>Head of Business and Business Development </li></ul><ul><li>NCJ Media - The Journal, Evening Chronicle, Sunday Sun </li></ul>
  2. 3. Out of recession? <ul><li>The North East economy today </li></ul><ul><li>Challenges and opportunities </li></ul><ul><li>Case for the North East </li></ul>
  3. 4. The region’s economy today <ul><li>A tough few years </li></ul><ul><li>No sector has been spared </li></ul><ul><li>Jobs lost – but not as many as feared </li></ul><ul><li>A more hesitant recovery </li></ul><ul><li>Finance is still a problem </li></ul>
  4. 5. Challenges & opportunities <ul><li>A more balanced economy </li></ul><ul><li>Threat of public sector cuts </li></ul><ul><li>New industries emerging </li></ul><ul><li>Manufacturing is back </li></ul><ul><li>Go Global for growth </li></ul>
  5. 6. Case for the North East <ul><li>Banging the drum for the region </li></ul><ul><li>Keep the North East as one </li></ul><ul><li>We need good news </li></ul><ul><li>[email_address] </li></ul><ul><li>0191 201 6004 </li></ul>
  6. 7. What has the recession done to your customers?
  7. 8. Excellent Nurse he seems to be fully recovered.. “ Remove the reduced VAT, scrappage scheme, monetary easing life supports”
  8. 9. How are people behaving in the buying process? Being chased by Romans removes the desire to barter. Will Recession increase it?
  9. 10. 1.The New Value Paradigm. “ Savvy shoppers can make the most of their money without compromising on quality” Peter Vicary Smith, CEO Which Research Jan 2010
  10. 11. Ranging.. Good price plus good quality plus good brand has to be a winner.
  11. 12. Discount to Death It has the potential to permanently damage good brands.
  12. 13. Value Added Marketing Leading the way out of the mire.
  13. 14. 2. There just isn’t any real Loyalty anymore. It has the potential to seriously damage even great brands.
  14. 15. Shift in the balance of brand Trust. Down with banks and utilities. Hurrah for retail and online.
  15. 16. Reward long-term Loyalty. How could you resist?
  16. 17. 3. Say “hello” to the new DIY Worthies. They could give you nightmares.
  17. 18. There’s a lot of it about. Knitting, Bikes, Urban chicken farmers, UK holidays, Newspaper wrapping presents, Local food markets
  18. 19. DIY Worthies When they’re not DIYing – they’re doing without.
  19. 20. 4. Moral and Ethical Marketing. Simply powerful.
  20. 21. The Moral Equilibrium. It’s not just what you say, it’s where you say it.
  21. 22. Title Intro text Which came first? Saving money, or saving the planet.
  22. 23. 5. What’s driving the change? The Internet. We have the double whammy of the Recession and the Internet. Sharing ideas. Sharing opinions. Two way communication.
  23. 24. Is there anybody out there?
  24. 25. I suppose I might find something on the internet.
  25. 26. Creators? Baring their soul online.
  26. 27. 6. Customers are willing to wait. “ Opportunity” of deflation. Fear of the future. Lack of money now.
  27. 28. 7. Customers want Differentiation. Customers need it to help them make a decision. You need it to stand out.
  28. 29. Differentiation. You may think you are. But you’re probably not. Products Communications Channels
  29. 30. Canny. We’re going to have to work much harder to persuade them to spend now, or at all. Informed and opinionated. He’s using the internet to get and give opinions, assess your brand, and select products. Demanding. Joint demand of quality and great prices, drives added value marketing & range development. Caring Ethics will affect buying decisions, but make it worthwhile for him personally. Choosy. He wants you to make it easier for him to make a clear choice, by seeing clear differentiation. Fickle. We are going to have to earn (and pay for) his loyalty through rewards. We give you… Your Customer (in and out of the Recession)
  30. 31. Changes. Make sure you do.
  31. 32. What’s your experience?