This document discusses reconnecting marketers with consumers. It notes that roughly one in every 11 Australians live in Greater Western Sydney, while the average media employee is more likely to be white, 27 years old, male, English speaking and live in NSW or Sydney. It warns of unconscious bias and advises marketers to listen to consumers rather than assume they understand them. The document proposes a consumer connect program where employees observe consumers' experiences, participate directly, and talk to consumers to better understand their lives in order to create more effective marketing.
A presentation on how big things can start small, delivered at one of the Eden Project’s Big Lunch Extras community camps. Chris is the core of A Grain of Sand, an organisation dedicated to delivering positive change. He was founder and Director of Surfers Against Sewage for 10 years. Find out more about Big Lunch Extras at www.biglunchextras.com
A panel discussion to examining the challenges, share experiences, and make recommendations to help expand YEX into Africa and other developing countries. Facilitators: Serdar Kelahmet, Vicki Dilley, Sue Goldsen, and Grace Okaro
Recruitment and Retention of Volunteers PresentationCANorfolk
Presentation given by Lucy Hogg and Karen Osborne, Voluntary Norfolk, at the 2018 Annual Norfolk Voluntary, Community, Social Enterprise Sector conference
A presentation on how big things can start small, delivered at one of the Eden Project’s Big Lunch Extras community camps. Chris is the core of A Grain of Sand, an organisation dedicated to delivering positive change. He was founder and Director of Surfers Against Sewage for 10 years. Find out more about Big Lunch Extras at www.biglunchextras.com
A panel discussion to examining the challenges, share experiences, and make recommendations to help expand YEX into Africa and other developing countries. Facilitators: Serdar Kelahmet, Vicki Dilley, Sue Goldsen, and Grace Okaro
Recruitment and Retention of Volunteers PresentationCANorfolk
Presentation given by Lucy Hogg and Karen Osborne, Voluntary Norfolk, at the 2018 Annual Norfolk Voluntary, Community, Social Enterprise Sector conference
Waste does not exist in nature, It is the human consumption that creates it. Thus it is our duty to get rid of it sustainably. This session will take you through journey of an 11 year old who converted waste into toilets and houses for all. With more than 150 eco innovations and 700 tons of waste recycled. The journey will take you though the eyes of a youth exchange alumni and second generation Rotarian and change your perspective about waste. Facilitator: Binish Desai
Acting president mabuza sends condolences on the sad passing of dr thandi ndlovuSABC News
Acting President David Mabuza has on behalf of Government and the people of South Africa, conveyed his deepest condolences on the sad passing of Umkhonto weSizwe Veteran and pioneer business woman, Dr Thandi Cynthia Ndlovu.
Tools for Building Awareness of Rotary’s Endowment in Your District and ClubRotary International
Learn how The Rotary Foundation's Endowment supports Rotary causes year after year in perpetuity. Gather new ideas from Rotarians as they share their motivation to give to Rotary and describe how they have structured their commitments to continue making a difference for generations to come.
Recently, conflicts have caused more people to flee their
homes in search of safe refuge than at any other time since
record keeping began. Mostly because of conflicts in Ukraine
and Syria, Europe has seen the largest increase in the
number of refugees. Learn how Rotarians are working to help refugees adjust to life in Europe, find opportunities to involve
them in Rotary and Rotaract, and share ideas for addressing
long-term educational, employment, and social needs.
As a member of the Rotary family, you make a difference in your community. Our project demonstrates the value of multi-organizational partnerships, operating across boundaries to the benefit of all. When we join forces with additional organizations, we can maximize our impact both locally and globally.
All the slides and presentations from the 'Unloneliness' event in Leeds from Friday 20th July 2015. The event looked at social isolation and loneliness across the lifecourse and what can be done to address it across communities for better health.
Getting closer to the Great British publicNewsworks
How do we plan media in an era where disruption reigns, predictions are unreliable and the country is split into groups of people that apparently loathe each other? Newsworks teamed up with Flamingo and Tapestry to find out more about how the Great British public defines itself.
MIXX 2013: Environics "A Changing Consumer Base"IAB Canada
This presentation highlights key Canadian demographic trends. Presented by Dr. Doug Norris, Senior Vice President at Environics in March 2013 as part of IAB Canada's MIXX Conference.
The first slide is a video from Jan Kestle, President & Founder of Environics. This may not play for viewers within SlideShare so forward through to the following slides for the data Environics compiled for this presentation.
The ‘Hidden’ Audiences | ‘Burst the bubble’- how do we reach beyond our estab...CharityComms
Patricia Macauley and Jag Poonia, directors, Cultural Intelligence Hub
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
As part of Local Democracy Week 2017, we shared some of the learning from our "Growing a stronger local democracy" report in a Policy Cafe event in Huddersfield, organised by the LGiU.
The #Telltaledonor - Communicating with Younger DonorsDave Tinker, CFRE
Presentation given by Dave Tinker, CFRE, Lisa Chmiola, CFRE, Dan Blakemore, CFRE and Emily Reed at AFP International Conference 2015 in Baltimore, MD.
There's young donors behind the wall ? you can hear the beating of their generous hearts, but don't know how to communicate with them and reach them. Connecting with the next generations of donors doesn?t have to inspire fear in fundraisers the way an Edgar Allen Poe tale might! Find out how to reach out to these audiences from a panel of Gen Xers and Millenials who will share how to effectively communicate with younger donors and prospects. Learn to create meaningful messages for younger audiences without recreating the wheel.
Waste does not exist in nature, It is the human consumption that creates it. Thus it is our duty to get rid of it sustainably. This session will take you through journey of an 11 year old who converted waste into toilets and houses for all. With more than 150 eco innovations and 700 tons of waste recycled. The journey will take you though the eyes of a youth exchange alumni and second generation Rotarian and change your perspective about waste. Facilitator: Binish Desai
Acting president mabuza sends condolences on the sad passing of dr thandi ndlovuSABC News
Acting President David Mabuza has on behalf of Government and the people of South Africa, conveyed his deepest condolences on the sad passing of Umkhonto weSizwe Veteran and pioneer business woman, Dr Thandi Cynthia Ndlovu.
Tools for Building Awareness of Rotary’s Endowment in Your District and ClubRotary International
Learn how The Rotary Foundation's Endowment supports Rotary causes year after year in perpetuity. Gather new ideas from Rotarians as they share their motivation to give to Rotary and describe how they have structured their commitments to continue making a difference for generations to come.
Recently, conflicts have caused more people to flee their
homes in search of safe refuge than at any other time since
record keeping began. Mostly because of conflicts in Ukraine
and Syria, Europe has seen the largest increase in the
number of refugees. Learn how Rotarians are working to help refugees adjust to life in Europe, find opportunities to involve
them in Rotary and Rotaract, and share ideas for addressing
long-term educational, employment, and social needs.
As a member of the Rotary family, you make a difference in your community. Our project demonstrates the value of multi-organizational partnerships, operating across boundaries to the benefit of all. When we join forces with additional organizations, we can maximize our impact both locally and globally.
All the slides and presentations from the 'Unloneliness' event in Leeds from Friday 20th July 2015. The event looked at social isolation and loneliness across the lifecourse and what can be done to address it across communities for better health.
Getting closer to the Great British publicNewsworks
How do we plan media in an era where disruption reigns, predictions are unreliable and the country is split into groups of people that apparently loathe each other? Newsworks teamed up with Flamingo and Tapestry to find out more about how the Great British public defines itself.
MIXX 2013: Environics "A Changing Consumer Base"IAB Canada
This presentation highlights key Canadian demographic trends. Presented by Dr. Doug Norris, Senior Vice President at Environics in March 2013 as part of IAB Canada's MIXX Conference.
The first slide is a video from Jan Kestle, President & Founder of Environics. This may not play for viewers within SlideShare so forward through to the following slides for the data Environics compiled for this presentation.
The ‘Hidden’ Audiences | ‘Burst the bubble’- how do we reach beyond our estab...CharityComms
Patricia Macauley and Jag Poonia, directors, Cultural Intelligence Hub
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
As part of Local Democracy Week 2017, we shared some of the learning from our "Growing a stronger local democracy" report in a Policy Cafe event in Huddersfield, organised by the LGiU.
The #Telltaledonor - Communicating with Younger DonorsDave Tinker, CFRE
Presentation given by Dave Tinker, CFRE, Lisa Chmiola, CFRE, Dan Blakemore, CFRE and Emily Reed at AFP International Conference 2015 in Baltimore, MD.
There's young donors behind the wall ? you can hear the beating of their generous hearts, but don't know how to communicate with them and reach them. Connecting with the next generations of donors doesn?t have to inspire fear in fundraisers the way an Edgar Allen Poe tale might! Find out how to reach out to these audiences from a panel of Gen Xers and Millenials who will share how to effectively communicate with younger donors and prospects. Learn to create meaningful messages for younger audiences without recreating the wheel.
Session on communicating with Generation X & Y donors, presented with Dave Tinker, Dan Blakemore, Emily Reed at Association of Fundraising Professionals International Fundraising Conference in Baltimore March 2015.
Volunteers are a powerful force for good in the world, giving their time, energy, and skills to those who need them most. Guiding these individuals can be as challenging as it is exciting, as the volunteer process is continually evolving. This breakout session explores the changing nature of volunteering and the ways that Rotary and other service organizations are responding to these developments.
2013 Next Generation of UK Giving Report SummarySandra Luther
The Next Generation of UK Giving Report 2013 is a collaborative effort by Blackbaud, HJC, Xtraordinary Fundraising and Stratcom.
A comprehensive look at donor preferences and motivations across 4 generations.
Internal comms strategy | Internal Comms Group | 10 May 2018CharityComms
Helen Schick, head of internal comms at Alzheimer's Society on how they've aligned the five-year internal comms strategy to the corporate and people strategies, to boost engagement and results
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Keynote address given to University of South Florida on the occasion of World Health Day, addressing global urbanization and its impact on global health as well as participatory urban design and its contribution to healthy cities.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
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RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
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Improving profitability for small businessBen Wann
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Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
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3. Sydney Agency People…
Live in the city & inner city 41%
Live in the Eastern Suburbs 25%
Live on the North Shore 12%
Greater West & Other 3%
Live in the city & inner city
Live in the Eastern Suburbs 5%
Live on the North Shore 4%
Greater West & Other 78%
Everyone else in Sydney…
Roughly one in every 11 Australians live in Greater Western Sydney*
Source: AdShel Agency Study 2013; *Australian Census
4%
4. • White
• 27 years old
• Male
• Monolingual and speaks English at home
• 44% live in NSW, 37% live in Sydney
• Of that 24% live in the Eastern Suburbs
The average media employee…
PwC Geospatial Economic Modelling with census data, 2016
8. “Different groups and pockets
of society are becoming
increasingly distant from each
other [… ] now more than ever
the challenge isn’t just to
understand and be good at
creativity, but to understand
people and culture as well.”
Adam Ferrier
Even a big budget doesn’t make you immune
9. It’s time to listen to your consumers when you can
14. Immerse in the lives of consumers
How do consumers experience my brand & category?
Let your employees ‘connect’ with consumers by having them
step into your consumers’ shoes and share their observations.
KICK-OFF &
CALL TO ACTION
OBSERVE &
EXPERIENCE
FEEDBACK
ACTIONS &
OPPORTUNITIES
Consumer connect program
In fact…according to this data – a lot of us are. Most of us live in the inner city, probably not a surprise to many of you (and I apologise to the Melbournians and Brisbanites for this analysis).
Most of Sydney, however – live in the greater west and elsewhere….the Shire. In fact, roughly 10% of the Australian population, live in Western Sydney. That is a MASSIVE chunk of your consumer base. When was the last time you went to Quakers Hill? Blacktown? Doonside? Or Dandenong (for the Melbournians)…it’s not usually the thing we do on the weekend. We don’t make a trip to Yagoona for a Sunday outing, we’re more likely to pop by the Taste of Manly food and wine festival or something similar.
The implications are more than just about what we do with our time and the people we connect with. We travel half as far to our workplaces vs. general population, we take public transport and don’t get what it’s like to spend 2 hours sitting on the great carpark that is the M5 each morning.
So when we say “Of course I know who our consumer is”…my challenge is…do you really? Do you really know what it is like to walk a mile in their shoes?
According to Price Waterhouse Coopers Research from 2016, if you’re an Agency person in Sydney, you’re more likely to live in Bondi or Newtown than anywhere else. We probably have an astoundingly high representation of Bondi Hipster in our ranks
That is the power of our unconscious bias.
It’s shaped by our personal experiences, culture and society.
It influences lots of our decisions… decisions about recruitment, casting, and also the friends you choose.
So, if your unconscious bias is directing your storyline (which it probably is), in order for significant change to happen in our industry, we need to find ways to overcome it, to disrupt it, and to make the unconscious, conscious.
Even with an added level of awareness, a lack of diverse perspective makes it easier to miss the mark than you think.
Just a few weeks ago, the Labour Party launched this ad campaign, which has been highly criticised for its lack of effort to represent diversity.
[READ QUOTES] Some pretty funny criticism too. MasterChef Adam Liaw tweeted, “Guys, you can stop freaking out about his ad now because Bill Shorten’s office has confirmed that all these people have lots of ethnic friends”
Funny criticism, but it makes a point.
You’re probably wondering how ads that are so out of touch still happen today.
It has little to do with ad spend - even big budget ads can be tone deaf.
The challenge that we face today is multi-layered and complex:
It’s the lack of perspective (from our bubble lifestyle)
Lack of workplace diversity…
Our unconscious bias playing into that…
These are all playing a role in distancing ourselves from our audience, creating our own echo chamber, and pockets of insular society.
Most of you would have seen the recent Pepsi ad with Kendall Jenner. Man people felt that this ad was a product of an industry that was largely out of touch, lacked diverse perspective, and was culturally distant….it was also offensive for many Americans in that it mirrored and trivialised the Black lives matter movement
Bernice King tweeted that “If only daddy had known the power of pepsi”
What sorts of personal judgements have you made about people when sat inside our bubble?
Sitting behind the glass in a focus group room, how often have you allowed your values to cloud your receptiveness to what consumers are saying?
Well, you’re not alone… and you’re not alone if you’re still grappling with diversity…
Silicon Valey credo.
Gut-feeling has to do with relying more on gut reactions, but equally with feeling as such. At PrimaDonna lingerie, specialized in luxury lingerie at larger cup sizes from C to J, they took the concept of feeling literally. The company decided to get all of its male employees to know what it's like to haul around an extra 6.6 pounds on their chest. Labeled as the International E-Cup Day for Men, the idea of literally feeling what it is like to have E-cup-size breasts during a full day is very impactful. For example, as the boobs get heavy after a while, they leave painful shoulder marks, causing one wearer to rest them on a table - something I've seen large-breasted women actually do. It is a great example of stepping into the shoes of your customer, directly experiencing their pains and gains and learning from it.
Task-based program to
create buy-in for consumer centered thinking
feed business planning & strategy
Let the consumer take an active place in day to day decision making
Ever heard of Gemba? It is a Japanese term originating from the Total Quality Management era and is a synonym for ‘the real place’. By going to where the real action is taking place, whether it is a crime scene, a supermarket or a living room, managers can sharpen their senses and enhance their creative potential, stimulating their consumer brain. To research our consumers effectively and achieve true empathy into their lives we should look at the world like a ‘traveler’. Think about how you behave differently on a holiday. You’re on high alert, look for details. You may notice things that even regular citizens do not see.
Create a positive vicious circle of open discovery: the more people (want to) know and discover, the more they realize what they don’t know. Think of the immense amount of time aircraft pilots spend in simulation environments, getting prepared for emergency situations they will hopefully never have to encounter in reality. Organizations should develop a similar simulation, moving from a ‘crisis-prone’ to a ‘crisis-prepared’ context by immersing themselves in less than comfortable business contexts and surrounding themselves with people thinking differently or being more critical than they are.
