A presentation about change and consumers delivered to The Annual Conference of The Sales Institute, 2013

1. Understanding Consumer 2.0
Larry Ryan
Behaviour & Attitudes

3. Uncertainty
Social Change
Redivision
Retrenchment
12%
N.N.
U45/
O45
14.5%
Unem-ployed
42%
Profound
Impact

4. Context
Story
Orienteering

5. Change

7. Pace of Change Almost Exponential
Data 90%

8. Evolution
Revolution

9. The change in banking in a generation has
been phenomenal
Adoption of technology diminishing scope
for soft relationship ?

10. Culture
Smoking ban
Pricing
Travel
Feminisation
Health
Time out
Closeness
Informality

13. Assimilate
Adapt
Adjust

14. The Game Changer

15. 38
matches
£738
million
116
matches
£2.3
billion
18/38
first
picks

16. “A Game Changer” -
Richard Scudamore
€3 Billion
over 3 years
FPL CEO
+71%

17. BT: Giving 38 games away to people
paying as little as a tenner a month
Sky: Attacked BT for “using sport as a
marketing gimmick to promote
another product”
BT: “They are talking about sports rights
holders, we are talking about
customers”

18. The market liked this !
+12%
-6%
Break the rules......Act differently.....Be brave

19. Technology Explosion
(+17%)
1.7 million
personally own
(+12%)
56
2222
Average adult has 4 potential online devices at home
15% more will buy a tablet this year – 405,000 more
1/3 of adults will have a tablet by year end

20. Critical Mass
At last !
2G
2½ G WAP
Open source principal?
The App store?
Democratisation/New Model

21. Implications
Who we refer to
….For Everything

22. common themes
we observe in
the C 2.O world

23. Trend towards Informality
….looking for more relaxed
and collective experiences

24. The Death of the Clerk
Banks making everything
electronic in-branch

25. The importance of
responsible behaviour

26. Prioritisation of Value
2 in 3
All Shoppers: 649
37% 37%
44%
50%
58%
61%
63% 69%
59%
64%
68%
72%
77% 77% 78%
70%
100%
90%
80%
70%
60%
50%
40%
30%
2005 2006 2007 2008 2009 2010 2011 2012
% of shoppers
using at all
2 in 3 use either discounter monthly

27. Bargain Hunting
and proud to talk about it !

28. Need for Reassurance
When we have been let
down
When our lives lack
certainty
When our leaders lack
credibility
We turn to brands that are confident & constant

29. Enduring Appeal of Authenticity

30. The need for the Spectacular
The monetary
value &
distinctivity of
global publicity
justifies it

31. Saying Things Differently
 Turning an argument on
its head
 Attacking from another
angle
 Seducing the audience
and engaging them

33. Signing Off
 The only modern day certainty is
change.
 The pace of change is accelerating
and ability to embrace change is
too.

34.  Consumer 2.0 can be hard to read
but also quick to act. Need to
watch, observe, listen and ask.
 We may need to reframe an
argument to hit the consumers soft
spot.

35.  Many brands and companies are
looking at more spectacular and
revolutionary approaches to prompt
reappraisal

36. THANK YOU!
MILLTOWN HOUSE
MOUNT SAINT ANNES
MILLTOWN
DUBLIN 6
+353 1 205 7500
info@banda.ie
www.banda.ie

37. Consumer Confidence trending upwards but still
negative
Balance
-41
-55
-69
-73
-77 -79
-88
-93
-91
-86
-81
-50
-82
-86
-72
-59
-69
-64
Looking Back
Looking Forward
-56 -57
-62
-51 -53
-42
-56
-66 -67 -65
-69
-74 -76
-65
-58
-54
-20
-74
-70
-58
-45
-64
-52
-44
-50
-60
-39
-44
10
0
-10
-20
-30
-40
-50
-60
-70
-80
-90
-100
Jan Mar July Sept Oct Dec Mar May Sept Nov Mar July Nov Jan Apr July Nov Mar May Sept Nov Feb Apr
+/-
Source: B&A Consumer Confidence Report
Q.1 Thinking about the economy as a whole, do you think that the country is better off, worse off, or about the same as last year?
Q.2 And what about the coming year, do you think that the country will be better off, worse off or about the same as this year?

38. First increase in discretionary income in
5 years
Base: All adults 18+
50.94
54.62 55.17
61.29
66.7
71.38
77.30
83.97
75.07
62.32
50.05
46.68
47.08
42.91
€90
€80
€70
€60
€50
€40
€30
€20
€10
€0
Q. About how much would you say you spend each
week on things you buy for yourself including
money spent on clothes, eating out, going for a
drink, going to the cinema, gambling, sporting
activities and so on?
'01 '02 '03 '04 '05 '06 '07 '08 '09 '10 Apr '11 Jul '12 Feb '13 Apr '13

39. Business Sentiment runs ahead of
consumer projection
Looking ahead
To 3
28 29
37
32 31
37
40 40
25
Higher
The Same
Lower
Looking ahead
rd
to 3
Qtr 2011
%
Gap (Pos vs Neg) -12 -11 +12
Q.4 And thinking ahead to the next quarter – July – September, 2013 – do you think your performance will be
higher, lower or the same as the third quarter of 2012?
rd
Qtr 2012
%
Expect business levels to be ..
Looking ahead
rd
To 3
Qtr 2013
%
Quarter 2 2013 registers a significant improvement in
business sentiment
All SMEs – 350 per wave