Amárach Research has just been shortlisted for the Market Research Award in the All-Ireland Marketing Awards. This is for our joint syndicated study - ID: youth market research - with Cawley Nea\TBWA and OMD.
ID won an ICAD Award (design - bronze bell) last year.
We'll let you know how we get on at the awards announcement on 14th May. Fingers crossed!
Thursday, February 26, 2009
Just Three Things
Words of wisdom from Seth Godin:
1. establishing those segments, sectors, categories or groups whom you are not reaching right now (but are as big if not bigger than your current customer base).
2. identifying how their needs are already met (and by whom, in the case of competitors), and just how good a job they are doing.
3. measuring the potential for recruitment, conversion and/or switching within each target group: alongside the potential value (and volume) of an effective outcome.
For existing businesses and ventures, not just new ones.
He's absolutely right - we see it all the time in our work for clients. Market research helps by:If you want to grow, you need new customers. And if you want new customers, you need three things:
1. A group of possible customers you can identify and reach.
You'd be amazed at how often new businesses or new ventures have none of these.
2. A group with a problem they want to solve using your solution.
3. A group with the desire and ability to spend money to solve that problem.
1. establishing those segments, sectors, categories or groups whom you are not reaching right now (but are as big if not bigger than your current customer base).
2. identifying how their needs are already met (and by whom, in the case of competitors), and just how good a job they are doing.
3. measuring the potential for recruitment, conversion and/or switching within each target group: alongside the potential value (and volume) of an effective outcome.
For existing businesses and ventures, not just new ones.
Wednesday, February 25, 2009
The Future of Advertising ... on TV
It has become a bit of a truism to suggest that television is finished for marketers - it's all about social networking, twitter, blogs yadda yadda. We're inclined to agree with The Ad Contrarian when she notes that the case for the death of TV advertising has been somewhat overstated. Though she puts it rather more colourfully ...
Obviously it's about synergies - good television advertising working with the best of web 2.0 tools. As captured eloquently in this presentation from PHD:
Obviously it's about synergies - good television advertising working with the best of web 2.0 tools. As captured eloquently in this presentation from PHD:
International Creative Services Centre
Will the IFSC some day be replaced by the 'ICSC'? It may not seem as absurb as it first sounds, given forecasts for the UK by NESTA:
NESTA's analysis suggests that between 2009 and 2013 the UK creative industries - which is responsible for films, music, fashion, TV and video games production - will grow on average at 4% - more than double the rate of the rest of the economy. By 2013, the sector is expected to employ 1.3 million people, likely to be more than the financial sector.Maybe we should start by re-training all the bankers and estate agents first?
Friday, February 20, 2009
Virtual Landlords
Ireland is rapidly transitioning from a country where most people want to buy, to one where most want to rent. We've called it renting the future.
It's good to know that tools like web 2.0 are making it easier for landlords and tenants to enjoy a better relationship than that traditionally associated with the roles. The neighbo concept shows how it can be done.
Just as well, given the trends.
It's good to know that tools like web 2.0 are making it easier for landlords and tenants to enjoy a better relationship than that traditionally associated with the roles. The neighbo concept shows how it can be done.
Just as well, given the trends.
Shoulder to the Wheel
Marketing, more than any other discipline, is about imagining the future - then creating it. The computer you are reading this on was created as a result of the marketing imagination. And it isn't just marketers who have it: engineers, architects and even accountants use their future insights to create real businesses today.
Which is why it is even more important than ever that marketers play a role in helping the Irish economy recover from the recession. Recoveries are the result of hope+intention+effort, and marketers should lead the way in that regard.
And here's where you can start - at the Irish Recovery website. We all need to put our shoulders to the wheel.
Which is why it is even more important than ever that marketers play a role in helping the Irish economy recover from the recession. Recoveries are the result of hope+intention+effort, and marketers should lead the way in that regard.
And here's where you can start - at the Irish Recovery website. We all need to put our shoulders to the wheel.
Friday, February 13, 2009
Grow Your Own
A question we are regularly asked in Amárach is: 'what sectors are doing well in a recession'? There are quite a few, as it happens, and sometimes it's surprising just how well some sectors are doing right now.
Here's one we thought we'd share - expect a really big boost for gardening centres: especially sales of seeds for growing your own fruit and vegetables. Get digging ...
Here's one we thought we'd share - expect a really big boost for gardening centres: especially sales of seeds for growing your own fruit and vegetables. Get digging ...
Wrap Your Arms Around Your Customers
Here's how: 5 steps for marketers who want to be customer-centric in 2009 (come to think of it: it isn't optional). To sum up:
- Get senior management on board: this isn't just the marketing department's job
- It's about the money: measure how putting customers top of the agenda helps meeting bottom line objectives.
- Let your people get on with their job: don't tie them up in processes and systems that meet internal requirements but defeat external ambitions.
- Start at the end: ruthlessly cut back (or out) those procedures and layers that stop your business profitably meeting customers needs.
- It isn't optional: if you're not effectively managing the flow of revenues into your business from your customers (that's why you have them) then you soon won't have a business ...
Not So Merry Christmas
The data just in on retail sales in December (pdf) point to just how difficult the tail end of last year was for Irish retailers. What is alarming is that the rate of decline in some sectors has accelerated recently.
Bear in mind that the retail sales indices are based on actual sales in 2000 indexed to 100. What this tells us is that some sectors are now experiencing lower levels of sales volumes than nine years ago:
Bear in mind that the retail sales indices are based on actual sales in 2000 indexed to 100. What this tells us is that some sectors are now experiencing lower levels of sales volumes than nine years ago:
- Furniture and lighting sales are 5% lower than in 2000
- Car sales are 10% lower than in 2000
- Book sales are 13% lower than in 2000, and
- Bar sales are a whopping 19% lower than in 2000.
Monday, February 2, 2009
Virtual Pawnbroking
Cloud/silver-lining; recession/pawnbroking. Only in the case of the 2008-20?? recession we are talking online pawnbroking.
Seems obvious really:
Seems obvious really:
After filling out an application form describing the valuables they wish to pawn, a borrower is offered a loan of up to 40% of an item’s value. Should they take the plunge, the borrower couriers their item to Borro, receiving their loan via bank transfer or postal order. Interest on loans accrues at 6% per month (lowered to 4% for loans over GBP 1,000), and loans must be repaid within 6 months for the pawned item to be returned, unless an extension is agreed in writing.Maybe An Post should sponsor the Irish roll out?
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