You Want To “Reframe Australia”? You’re Already 20 Years Too Late!

You Want To “Reframe Australia”? You’re Already 20 Years Too Late!
SHARE
THIS



In his latest column, B&T’s favourite contrarian, agitator and shit-stirrer, Robert Strofeldt, casts his eye over society’s zeitgeist and says there’s some disturbing facts for every marketeer…

A major issue doing the rounds of the industry is “Reframing Australia” or how the Australian population has changed and we (advertising) must be aware of the changes and act accordingly.

I dug through my files and found a presentation I put together 20 years ago. (July 1997 How much change has there really been? Following are the key points from this presentation:

· Last 20 years has seen the rapid secularization of society.

– General community rejection of established institutions e.g. Government and Church

– Rapid shifts in English language i.e. acceptance of street talk.

· Shift from established, externally defined sources of authority and meaning to individualized and hypothesized legitimacy of viewpoint.

· Described as Post Modernism.

“The 1980s marked an historic transition from a society of mass production class based identity and collectivism to a more individualized culture where identities are more numerous, and more fluid and society is a more mobile affair” The Times 1992 (Identity Politics is not new, or just started a couple of years ago. It has been growing slowly and steadily for over 20 years)

· Post Modernism coincides with shift from the industrial to the information age due to proliferation of and access to information

· Twenty years ago, all information was viewed as useful. Today, large volumes of useless information must be shifted through to find value. (e.g. large volume of “junk” on the internet)

· Result for Marketers has been the emergence of the “Super Consumer”

– Not “sold” to, they “buy”

– Are proactive and demanding

– Armed with product knowledge

– Shop competitively, but not only on price i.e. not tested on animals, adherence to ethical production, political correctness. (Brand Purpose was being considered 20 years ago, nothing new there).

“Consumers became their own product investigators, researching product quality before they made their choice. After years this work intensive consuming began to breed resentment. Here is the future, vigilante-consumer-wise. For years we could not see the person at the top. Now we want them out front and center and held accountable. (Faith Popcorn “Targeting Your Life” – silly name but she did some great work.)

· Impact on marketers is and will be huge. Today’s consumers are not won by being fooled or shouted at.

SEVEN POINTS OF CONSUMER DRIVEN MARKETING”:

1) Product Quality – Now demanded and ignored at one’s peril

2) Customer Focus – Still true it costs five to seven times the amount to acquire a new customer than keep an existing one.

3) Link Brand with Broader Social Values – Be seen as a responsible and contributing member of the community. (There is that “new: concept” of Brand Purpose again).

4) Work with Consumer – Always look for improvement by seeking their counsel

5) Give Something Back – Make them feel they are receiving value

6) Be Honest

7) Respect Consumers’ IQ – Particularly when communicating with them

· With the proliferation of media conduits and digital technology, there is an ever-increasing opportunity to talk one on one to the customer. Also represents a golden opportunity to develop an ongoing relationship. (I was a lot younger and more idealistic then and feel into the anthropomorphism trap. Consumers don’t want relationships with brands, rather brands they can trust).

“Customers are not on-off switches. They are volume dials. Instead of concentrating on one product at a time and trying to sell it to as many customers as possible during a fiscal period, tomorrow’s share-of-customer markets will concentrate on one customer at a time and try to sell that customer as many products as possible over the customer’s lifetime” Pepper & Rogers “The One to One Future”

Using a variety of means to talk to customers is now a must with the disintegration of the mass market. The era of the 1970s where marketers could reach a large potential market through a single TVC will never be repeated.

All communications, whether brand or retail, must adopt an integrated approach if the optimum impact is to be achieved. (The separation of media and creative into two different and sometimes competing businesses, has held back this area. No creative person in their right mind is going to suggest 2-second videos on Facebook as a solution. This could only come from a media person, or academic,)

Females have traditionally been “the household shopper” and targeted for many FMCGs. Now with the increasing independence of male input, females are becoming major purchasers of tyres, cars and other products and services once seen as primarily the male domain. And the corollary is true as well.

Multiculturalism is currently and will continue to have, a major impact on the Australian market:

• 21 per cent of the Australian population is born overseas. This number is greater than the combined populations of South and Western Australia.

•  Close to 20 per cent of the Australian population over five years of age, speaks another language besides English at home. (one in five, 20 years ago!) This figure is higher in Sydney and Melbourne.

•  Figures from the ATO state that more than 25 per cent of small businesses are owned by people from NESB. This figure is higher in some communities, particularly Chinese.

•  In the past 10 years around 50,000 business migrants had settled in Australia. To qualify as a business migrant, a person had to bring at least $A1 million with them.

• NESB communities respond “enthusiastically” when addressed in ways which are linguistically sensitive and culturally relevant.

• Ethnic communities have proven to be loyal to companies who have courted them in a business-like and professional manner.

This information was taken from a workshop given to dealer principals of a large automotive manufacturer – it was basic and widely known within the industry. Yet today, 20 years later, pretty much the same is being put forward to people in advertising as The Changing Face of Australia.

What the hell happened? We are not in our current cultural position due to overnight changes.

Long before many of the people working in advertising and marketing today were born, Australia was widely recognized as the most (and successful) multicultural society in the world.

There is no radical shift from 20 years ago to today – it has been slow and steady on a pre-determined route. I have looked at some of the “data” being presented and it is a matter of “so what?

Digital madness took over. People stopped looking at the macro and focused on the micro. In 2008 a popular video did the rounds proclaiming any company without a strong social media presence would not be in business in 5 years -time.

In 1997, the internet may have been old news to the military and academics, but it was new to the masses and social media was still nearly seven years away. The dotcom crash was also still in the future.

Identity politics, multiculturalism, the changing role of and attitudes to women in the workplace, brand purpose etc., were well underway before the internet became the all invasive and pervasive beast it is today.

As an industry, we have been focused on social and online media – thinking they are the greatest advertising platforms of all time. And just as the industry (well, some of it) starts to wake up to the facts, we are starting to see that the much bigger stories have almost passed us by.

The internet, in particular, the Google/Facebook duopoly, will continue to have starring roles in future, but finally, we seemed to have learned they are lead actors, not the main show.

Please login with linkedin to comment

Robert Strohfeldt

Latest News

First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

Nils Vesk (pictured below) is an innovation architect who’s delivered programs for some of the most prestigious organisations in the world, including Microsoft, IBM, Commonwealth Bank and Nestle. In this guest post for B&T, he shows you how to spot a lasting trend that’s not merely just another passing fad…   The importance behind learning […]

Opinion

by B&T Magazine

B&T Magazine
Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”
  • Marketing
  • Technology

Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”

A new study today has revealed that although mobile commerce may have begun as a convenient way to shop on-the-go, it has quickly developed into an entertainment experience for many Aussies. The PayPal mCommerce Index Trends Report 2018 (which you can read in full here) found that two thirds (67 per cent) of Aussie smartphone owners browse shopping sites just […]

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

In this guest post, King Kong’s head of growth, Sabri Suby (pictured below), takes a look at recent changes to Google’s rankings and how it will affect content makers and the measure of any content’s success… Changes to Google’s ranking algorithm mean that time on a page is valued higher than the number of clicks. With these new rules […]

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine