Carolyn Childs - ABiC 2009

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Carolyn Child's presentation at the 2009 Adventure and Backpacker Industry Conference

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  • Overall, one in four said they would take more short breaks or holidays if their ‘ability to get time off when I need it’ improved. However, amongst full-time workers, getting leave emerged as a barrier for one in three. 16-34 year olds – want cheaper flights and festivals. Packages appeal particularly to the 50-64 year olds and white collar couples . And family tailored packages obviously of appeal. White collar professionals especially likely to be encouraged by ability to get time off work. Cheaper petrol would help for blue collar workers – and those outside metro areas.
  • To help us understand the language of archetypes we use fundamental model of psychology. These are the dimensions which underlie all human behaviour and provides a structure for interpreting archetypes. On the left the horizontal axis is about the need for affiliation and receptivity. The opposite of this on the right hand side is more about individuality and assertiveness. So the left is about the need to belong and feel part of things while the right is about the need to stand out. We can all identify with this concept and imagine where different personalities we know may sit on this spectrum. And we can relate this to products and brands – some brands give us a feeling of being part of things, others help us stand apart from the crowd and assert our individuality. The vertical axis divides the model into extroverted and introverted poles. The extroverted is more outward directed and the introverted more inward directed. In the marketing context brands that satisfy more extroverted needs make us feel free and liberated and brands which satisfy more introverted needs make us feel comforted or in control. As a result of using the framework this research identified 6 archetypes or emotive needs or 6 shades of green What I will do now is go through a few of the segments so that you can see how they differentiate but also how organisations have and can tap into them more effectively
  • As always, money is key. But there are a number of issues within this, as well as general price increases – eg of weekly supermarket shop, fuel prices
  • In Australia, where TNS doesn’t measure the consumer confidence, we are seeing similar trends over the past year or so.
  • Carolyn Childs - ABiC 2009

    1. 1. It’s not all about price! What motivates today’s budget travellers? Carolyn Childs, Director, Travel & Leisure
    2. 2. Price vs. emotion
    3. 3. Price appears to motivate travel What would encourage you to take a short break in Australia? © TNS Feb 2009
    4. 4. But different needs exist What would encourage short breaks: (%) C02Q4 encourage you to take a short break BASE: Total Sample: (n=1025) Source: TNS Omnibus: February 2009 Cheaper Flights 52% Events/Festivals 17% Ability to get time off 36% Packages for families 34% Availability of packages 34% Availability of packages 34% 16-34 year olds Families White collar professionals 50-64 year olds White collar couples
    5. 5. Consumer response is not generic <ul><ul><li>I’m not convinced by all the media doom and gloom… </li></ul></ul><ul><ul><li>They need to do something about it … </li></ul></ul><ul><ul><li>This means we are going to have to tighten out belts… </li></ul></ul><ul><ul><li>This is a great opportunity… </li></ul></ul><ul><ul><li>Things will work out… </li></ul></ul>Everyone should take responsibility for their own situation… SHIT! OH
    6. 6. Who to communicate to about price Challengers – 14% Analysts – 26% Worriers – 17% Protectors – 22% Escapists – 12% Fighters – 9%
    7. 7. Leveraging emotion
    8. 8. What do consumers desire? honesty and realness local slowing down / taking stock empowerment connection reduced choice and simplicity Stability & Security authenticity of experiences
    9. 9. Consumers are seeking security through their life choices… Needing to have our roles redefined : As life speeds up and becomes complicated, we yearn for the simplicity, warmth and certainty of days gone by: Moving from a desire quantity to the quality of experiences <ul><li>Honesty </li></ul><ul><li>Transparency </li></ul><ul><li>Innocence </li></ul><ul><li>Genuine </li></ul><ul><li>Of time </li></ul><ul><li>Connection </li></ul><ul><li>Family </li></ul><ul><li>Meaningful </li></ul><ul><li>Belonging </li></ul><ul><li>Sharing </li></ul><ul><li>Gender roles </li></ul><ul><li>Skills </li></ul><ul><li>Traditional </li></ul><ul><li>Rules </li></ul><ul><li>Certainty </li></ul><ul><li>Children </li></ul><ul><li>Patriotism / nationalism </li></ul>Identity Simplicity Quality
    10. 10. <ul><li>Barriers </li></ul>Spare time Financial pressures
    11. 11. The impact of consumer confidence Westpac/Melbourne Institute: Consumer Confidence Index
    12. 12. Case studies Apple Nike Adidas Heineken Vespa wii Ikea Google Microsoft Sony Nokia Google Virgin Coca-Cola Canon Motorola Samsung Starbucks Cadbury Pepsi Visa McDonald’s 7-Eleven
    13. 13. Case studies Using price to build sustainable advantage Carnival Cruises STA’s £10 Pom
    14. 14. Building sustainable advantage <ul><ul><li>Reward the loyal </li></ul></ul><ul><ul><li>Buy Australian </li></ul></ul><ul><ul><li>Promote escape </li></ul></ul><ul><ul><li>Make price promotion fun (but limited) </li></ul></ul>
    15. 15. <ul><li>If you make it about price it always will be </li></ul><ul><li>There’s always someone with deeper pockets </li></ul><ul><li>Brands that make emotional connection survive </li></ul><ul><li>Other categories leverage emotion well </li></ul><ul><li>Can we do it too? </li></ul>Closing thoughts
    16. 16. Yes we can!

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