Since last year, economic uncertainty has provoked profound changes in the national sentiment and a reassessment of the fundamentals of consumer choice. This article explores four emerging consumer values Mitchell Communication Group has identified that will be increasingly important for marketers to understand in 2009.

Download the article here

There are a number of ways Mitchell Communication Group can help ensure your brand is on the right path to navigate changing times in 2009.

If you are interested in hearing our ‘Communicating in a Recession’ presentation, or would like us to conduct a tailored consumer insights and strategy workshop, please contact us:

Carmen Campbell on (02) 9284 4497

Thanks to: Mitchell Communication Group

Social Researcher, Mark McCrindle reveals significant consumer interest in tangible experiences, pointing out that in technological times real experiences stand out in a sea of messages. Louise Eyres, Head of Marketing and Sponsorship at the ANZ Bank, talks about how ANZ engaging in brand experience is a reflection of a changing strategy that is seeing the brand move towards local level marketing.

Thanks to: Louise Eyres, Mark McCrindle, Trevor Young, Richard Chapman

Published in 2006 Volume one explores the changing relationship ’20 something’ Australians have with media - revealing a generation who has started consuming media and becoming involved in communications in radically new ways.

This research offers four recommendations when it comes to planning communications for this age group:

1. Control - Invite opportunities for audiences to take control and create

2. Experience - Provide your audience real ways to get involved with the brand

3. Involve - Embrace the empowered audience’s desire to share opinion

4. Entertain - Find the right balance between entertainment and information

For more detailed findings, including the growing influence of technology, popular culture, reality TV, celebrity and more, download the full report here.

How are today’s brands engaging with their audiences?

How, as a communications specialist, can you learn some important rules on engaging today’s consumer?

This research report identifies 5 new ways brands are connecting with audiences. Our initial research involved focus groups across a broad age spectrum and spanned Australia and New Zealand.

We then approached experts within the communications industry to get their opinions.

Download the full research report here (PDF 342KB)

Order the documentary here or watch individual sections below.

Embracing change

With the boundaries of the communication industry expanding rapidly, our experts consider the realities of change and reflect on the challenge of keeping up to date. They discuss why brands can’t function unless they are online and why, even though we are experiencing great demographic and technological change, traditional communication methods still work.

Branded content

A look at how the proliferation of content delivery sees a growing pressure on the industry to develop content that resonates. Social Researcher, Mark McCrindle, explains why audiences want entertainment from brands, not just information. And General Manager of Digital Artists; Tim Flattery, explains why Budweiser was willing to fail in its attempt at launching Bud.tv.

User generated content

A glimpse into the power struggle between the consumer and the media in embracing user generated content for the good of all. Director of Pegasus Strategic Planning, Andrew Moss argues there is still a role for professionals while Tim Flattery, General Manager of Digital Artists suggests now is the time to apply learnings from user generated and social networking environments to other media environments.

Branded events

Here we look at Mini’s success in creating a branded event - the Mini Cirque, and find out why Mini’s Marketing Manager, Jason Miller, believes branded events work for mainstream brands too.

Brand experience

Social Researcher, Mark McCrindle, reveals great consumer interest in tangible experiences, arguing that in technological times real experiences stand out from the sea of messages.
Louise Eyres, Head of Marketing and Sponsorship at the ANZ bank, discusses how ANZ’s engagement in brand experience is a reflection of a changing strategy that is seeing the brand move towards local level marketing.

Virtual worlds

Lisa Romano, Project Manager of ABC Innovation, takes us inside ABC Island to show the importance of creation and community in virtual worlds like Second Life. While futurist Richard Watson can’t understand what all the fuss is about.