stratmark 2012 presentaion on consumers
DESCRIPTION
Presentation to the annual Idea day for the Finnish marketing community at Strat Mark 2012. The presentation focused on the consumer trends in Estonia and generally, with a short introduction of what Estonia is.TRANSCRIPT
WE MAKE THEM TALK ABOUT YOU
Good afternoon,
I’m from Brand Manual
WE MAKE THEM TALK ABOUT YOU
Brand Manual is a branding & service design consultancy
thebrandmanual.com
We help define the competitive advantage of products and services.
We call this branding.
thebrandmanual.com
WE MAKE THEM TALK ABOUT YOU
Estonia
thebrandmanual.com
Hosts the NATO Cyber Defence Centre and the EU IT Agency
Internet access is a human right
Lowest public sector debt in Europe
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Leads CEE in terms of educational level
99% of high school students are learning English
Over 60% of the population is engaged in the services sector
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100% of schools and government have broadband connection
70% of homes have broadband connection
110% mobile penetration
thebrandmanual.com
98% of bank transfers are made electronically
92% of income tax declarations are filed via the e-Tax Board
1.2 million active ID cards (population: 1.4 million)
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Worse weather than in Finland
WE MAKE THEM TALK ABOUT YOU
Estonian consumers
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The recession was the best thing that ever happened to Estonia.
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Efficiency gains. But will they last?
2008 2012
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It helped focus consumers, companies and government.
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The recession has made people both price and quality sensitive. Finally it is understood that you DO get WHAT you pay for.
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Quality actually sells.
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Consumer confidence is picking up. Those that can afford to, are spending again.
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But consumers have changed.
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me
stuff
status
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me
stuff society
values
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Corporate social responsibility is becoming a real issue, instead of just a buzz word.
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Listening has never been easy. But now there are icebergs ahead.
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PRODUCT
CONSUMER
“We tell you why you need it”
CONSUMER
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PRODUCT
CONSUMER
“Thank you for your feedback”
CONSUMER
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PRODUCT
CONSUMER
“Let’s be social (about the product)”
CONSUMER
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PRODUCT
CONSUMER
“Look what I bought”
CONSUMER
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Social media requires a real plan. Not just initiative.
thebrandmanual.com
Half the population is on Facebook.If you screw up here, it will come back to quote you.
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Marketers monitor and measure everything. ROI is (French for) King.
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Implication to smart marketers
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Stop reacting.Customers actively prefer real value over cheap prices.
