sheba nandkeolyar's (multiconnexions) presentation at mumbrella's commscon
TRANSCRIPT
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SPEAKING TO ‘NEW AUDIENCES’Sheba NandkeolyarCEO, MultiConnexions
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@Sheba_tweets@MultiConnexions
Let’s start a conversation
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TODAY’S CONVERSATION1. New audiences – who are they?2. Future new audiences3. Are ‘new’ audiences different from ‘mainstream’
audiences?4. Personalising messages
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NEW AUDIENCESWHO ARE THEY?
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NEW AUDIENCES
A newmigrant/audience arrives in Australia
EVERY 1
MINUTE
260languages
are spoken in Australia
47%of current
population were either born overseas or have at least one parent
born overseas
Over 11
million migrant
s have adopted
Australia as their new
homeSources: Census 2011 & ABS: Current
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NEW AUDIENCES
30% of Australians
are born overseas
7.2 million are
multicultural!
NEWAUDIENCES
Sources: Census 2011 & ABS: Current MCX Lifestyle Survey & DataBernard Salt (Demographer & KPMG Partner)
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NEW AND RAPIDLY GROWINGProjected growth rates
Sources: Census 2011 & ABS: Current MCX Lifestyle Survey & DataBernard Salt (Demographer & KPMG Partner)McNair Research
Chinese and South Asians account for 18% of the population by ancestry
13%
27%
Australian Chinese South Asian
2%
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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 & DataBernard Salt (Demographer & KPMG Partner)McNair Research
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Sources: Bernard Salt (Demographer & KPMG Partner)Tourism Australia Statistics
WHERE DO THEY LIVE?
Metro-centric and suburb wise clustering
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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.
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FUTURE NEW AUDIENCES
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KEY NEW AUDIENCES 2020
Chinese and South Asians to account for
22% of Australian population
Sources: Census 2011 & ABS: Current MCX Lifestyle Survey & DataBernard Salt (Demographer & KPMG Partner)
Chinese ad South Asians are key to increasing market share and revenue
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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
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NEW AUDIENCES 2051
28.7 million new/ migrant
audiences
Chinese and South Asians to account for
50% of Australian population
NEWAUDIENCES
Sources: Census 2011 & ABS: Current MCX Lifestyle Survey & DataBernard Salt (Demographer & KPMG Partner)
Asians (incl. South Asians) will be the dominant audience segment in years to come.
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MULTICULTURAL IS THE NEW DIGITAL
THE MULTICULTURALDIVIDENDMULTICULTURAL WILL BE THE WINNING
STRATEGY FOR MARKETERS
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ARE ‘NEW’ AUDIENCES ANY DIFFERENT FROM
‘MAINSTREAM’ AUDIENCES?
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YES AND NOThey 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
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ASPIRATIONAL
Spirit of Adventure
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ASPIRATIONAL
Status – I have arrived
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EDUCATION MATTERS
My freedom begins
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EDUCATION MATTERS
My duty begins
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HAPPY HOLIDAYS
Happy getaway
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HAPPY HOLIDAYS
Happy together
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INVESTMENTS
For the sake of love
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INVESTMENTS
Your child – your legacy
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INVESTMENTS
Your child – your future
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HOLY COW
Great leather styles
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HOLY COW
Holy
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HOLY COW
Great for dinner
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PERSONALISING MESSAGES
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AVOIDING STEREOTYPES
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DIRECT TRANSLATION CAN BACKFIRE
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DIVERSITY? PERSONALISATION?
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Celebrating with your audience
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Tapping into what your audience
loves
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Engaging with them
in their environment
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Engaging with them in their environment
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INSTAGRAM WECHATWEIBO
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LANGUAGE MATTERS
VIDEO
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Sheba NandkeolyarCEO, MultiConnexionswww.multiconnexions.com.au
@Sheba_tweets@MultiConnexions