Sheba Nandkeolyar, Co-Founder & CEO at MultiConnexions, presented on Speaking to 'New Audiences': Personalising Messages for Multicultural Australia at CommsCon

1. SPEAKING TO ‘NEW AUDIENCES’
Sheba Nandkeolyar
CEO, MultiConnexions

2. @Sheba_tweets
@MultiConnexions
Let’s start a
conversation

3. TODAY’S CONVERSATION
1. New audiences – who are they?
2. Future new audiences
3. Are ‘new’ audiences different from ‘mainstream’
audiences?
4. Personalising messages

4. NEW AUDIENCES
WHO ARE THEY?

5. NEW AUDIENCES
A new
migrant/audience
arrives in Australia
EVERY
1 MINUTE
260
languages
are spoken in
Australia
47%
of current
population were
either born
overseas or have
at least one
parent
born overseas
Over
11 million
migrants
have adopted
Australia
as their new
home
Sources: Census 2011 & ABS: Current

6. NEW AUDIENCES
30%
of Australians are
born overseas
7.2 million
are multicultural!
NEW
AUDIENCES
Sources: Census 2011 & ABS: Current
MCX Lifestyle Survey & Data
Bernard Salt (Demographer & KPMG Partner)

7. NEW AND RAPIDLY GROWING
Projected growth rates
Sources: Census 2011 & ABS: Current
MCX Lifestyle Survey & Data
Bernard Salt (Demographer & KPMG Partner)
McNair Research
Chinese and South Asians account for
18% of the population by ancestry
13
%
13
%
27%27%
Australian Chinese South Asian
2%2%

8. Purchasing power of over
$27 billion+
among Chinese & South Asians
Chinese and South Asians are the biggest spenders today.
Purchasing power of over
$100 billion+
Multicultural audiences
SPENDING POWER
Sources: Census 2011 & ABS: Current
MCX Lifestyle Survey & Data
Bernard Salt (Demographer & KPMG Partner)
McNair Research

9. Sources: Bernard Salt (Demographer & KPMG Partner)
Tourism Australia Statistics
WHERE DO THEY LIVE?
Metro-centric and suburb wise clustering

10. ADDED BONUS: MILLIONAIRE MIGRANTS
Source: Times of India
INDIA
CHINA =
= 4000 Millionaires
moved in 2015
9000 Millionaires
moved in 2015
Australia TOPPED the chart as the first-choice destination for Millionaire Migrants
from China and India. Australia welcomed 8000 Millionaire Migrants in 2015.

11. FUTURE NEW AUDIENCES

12. KEY NEW AUDIENCES 2020
Chinese and South
Asians to account for
22%
of Australian
population
Sources: Census 2011 & ABS: Current
MCX Lifestyle Survey & Data
Bernard Salt (Demographer & KPMG Partner)
Chinese ad South Asians are key
to increasing market share and revenue

13. NEW AUDIENCES 2051
#
Projections based on fertility rate, Net Overseas Migration and Life expectancy at birth
* ABS Projections based on fertility rate, Net Overseas Migration and Life expectancy at birth
* Bernard Salt (Demographer & KPMG Partner)
Source: ABS
21 million migrants will be added to Australia’s population by 2051

14. NEW AUDIENCES 2051
28.7 million
new/ migrant
audiences
Chinese and South Asians to account for
50%
of Australian population
NEW
AUDIENCES
Sources: Census 2011 & ABS: Current
MCX Lifestyle Survey & Data
Bernard Salt (Demographer & KPMG Partner)
Asians (incl. South Asians) will be the dominant
audience segment in years to come.

15. MULTICULTURAL IS THE NEW DIGITAL
THE
MULTICULTURAL
DIVIDEND
MULTICULTURAL WILL BE THE WINNING
STRATEGY FOR MARKETERS

16. ARE ‘NEW’ AUDIENCES
ANY DIFFERENT FROM
‘MAINSTREAM’ AUDIENCES?

17. YES AND NO
They laugh…
They cry…
They love their family…
They believe in education…
They love holidays…
They build for their future…
But the cultural drivers are different

18. ASPIRATIONAL
Spirit of Adventure

19. ASPIRATIONAL
Status – I have arrived

20. EDUCATION MATTERS
My freedom begins

21. EDUCATION MATTERS
My duty begins

22. HAPPY HOLIDAYS
Happy getaway

23. HAPPY HOLIDAYS
Happy together

24. INVESTMENTS
For the sake of love

25. INVESTMENTS
Your child – your legacy

26. INVESTMENTS
Your child – your future

27. HOLY COW
Great leather styles

28. HOLY COW
Holy

29. HOLY COW
Great for dinner

30. PERSONALISING MESSAGES

31. AVOIDING STEREOTYPES

32. DIRECT TRANSLATION CAN BACKFIRE

33. DIVERSITY? PERSONALISATION?

34. Celebrating
with your
audience

35. Tapping into
what your
audience loves

36. Engaging
with them
in their
environment

37. Engaging with them
in their environment

38. INSTAGRAM WECHATWEIBO

39. LANGUAGE MATTERS
VIDEO

40. Sheba Nandkeolyar
CEO, MultiConnexions
www.multiconnexions.com.au
@Sheba_tweets
@MultiConnexions