In this month’s interview we catch up with retail expert Peter Ryan, of Red Communication, to talk about his take on retail in 2009. Arguing the Global Financial Crisis is really a Global Investor Crisis, Peter offers a new perspective on how to approach retail today.

In part one:

• Why the Global Financial Crisis is really a Global Investor Crisis

• Why discounting isn’t working and why it never will

• Differentiation beyond price

• Success stories

In part two:

• ‘Glocalisation’

• Demand driven differentiation

• Future retail innovation

• How adaptability and speed are crucial to survival

If you would like to explore these implications for your brand, contact Andrew Norris, Managing Director, Mitchells.

Thanks to: Peter Ryan, Red Communication

Much is being said of the volatile media world we are operating in at the moment. The GFC has created a ‘sale of the century’ in the retail world and the media industry is no different.

While there are great discounts being offered by media owners, just because something is on sale does not necessarily make it a bargain. Tight black jeans are on sale at the moment but that doesn’t mean I should buy them (for all our sakes).

My advice - avoid buying tight black jeans and consider the four fundamental principles for brands seeking a true bargain in the media market:

Angus Frazer,
Strategy Director

1. Articulate a clear strategic direction
Sounds simple but there has never been a more crucial time to be clear in the strategic direction of media. This direction should be articulated clearly and succinctly, providing justification for media channel choice.
2. Be consistent
Now more than ever people need to see consistency from brand communications. Identify the strategic direction for media and stick to it.
3. Be nimble
This is not contradictory to consistency. There are definitely media opportunities out there. Seize them, but only when they are congruent with your brand’s strategy.
4. Know what works
Brands that understand their return on marketing investment and how it impacts their business are in a strong position to reap rewards in tough times.

With these four principles, marketers can identify a true media bargain - and avoid tight black jeans. If you would like to consider how these principles can be applied to your brand, please contact Angus Frazer at Mitchells.

Thanks to: Angus Frazer

As time flies in the fast paced media world, key events that shape its landscape can easily be missed. Compiled by the Mitchell Communication Group, here’s a roundup of the 1st half of 2009.

Thanks to: Mitchell’s

Sometimes, attractive audience numbers overshadow what social media is all about – socialising.

In this interview, Lachlan Brahe, Managing Director of emitch, Sydney, talks about the importance of understanding the social setting before engaging in it.

To find out more about how your brand can embrace social media email lachlan.brahe@emitch.com.au

Thanks to: Lachlan Brahe

Last month we started the conversation on the changing values in our society, with our article ‘Back to Happiness’. But how are consumer patterns shifting?

To explore this further we interviewed Kamal Sarma, Director of Rezilium, a Strategic Leadership firm that specialises in creating resilient leaders, resilient teams and resilient organisations.

Kamal shares with us how we are experiencing a structural shift of values in society that see a move away from mass consumption towards a consumer sentiment looking for inspiration over motivation from brands.

If you find this interesting you might also be interested in this month’s feature article ‘The Australian consumer in 2009’ that looks at how marketers are reacting to changing times.

To find out more about Kamal and Rezilium you can contact Kamal directly at kamal.sarma@rezilium.com

Thanks to: Kamal Sarma

Wondering how this year’s changes to Australian television networks will affect you? John Alderton, Director of Research at Mitchell & Partners, provides us with a comprehensive overview of why 2009 will be the biggest year in history for Australian television networks.