Archive for the ‘Insight’ Category
Top 10 Consumer Trends
Posted by Mal Chia on February 24th, 2010 at 2:48pm
After much anticipation, here are Square Holes’ Top 10 consumer trends we have observed in 2009. Watch the video for a brief explanation of each one.
- Visible Gossip
- Lazy Advocates
- Sensible Youth
- Make the News
- Pick and Mix Environmentalism
- Essential Indulgences
- Emotional Relevance
- Unfettered Authenticity
- Digital Divide
- Serendipity
Posted in Insight
Think! Digital Session Wrap-Up and Slides
Posted by Mal Chia on September 17th, 2009 at 3:51pm
Last week, Jason and I presented to a room full of clients and agencies about the challenges traditional marketers face integrating digital into their strategy. Taking different yet convergent points of view, we discussed emerging trends in digital marketing through our own observations and experiences across multiple industries.
Integration was the common thread, especially in relation to marketing departments, campaigns and creative ideas. Unsurprisingly, there was a strong interest in social media with many organisations struggling with what tools to use and how best to apply it. We rounded off the session with an ‘interactive’ discussion with Via Media boss, Jason Neave, and AdelaideNow’s David Kuchel getting in on the action with a few interesting questions raised about PURL’s and the need to maintain strategic focus with digital executions (instead of digital for digital’s sake).
You can view and download the slides below…
Posted in Digital, Insight, Research
Three for free
Posted by Troy Forrest on August 28th, 2009 at 11:49am
“A free lunch is only found in mousetraps.”
- John Capozzi
3 free experiences I had this past week;
- A restauranteur relaunching his business, offering a free come-try-our-new-menu lunch to a group of networked colleagues. Implied cost – if you like it, tell others, and come back to spend
- Two young ladies walking around the Unley Football Oval signing people up for a free raffle (win a footy!). Even though it was free, people were still reluctant. Unspoken potential cost – after the draw, they’ll sell my details to a timeshare holiday place who will harangue me in the middle of dinner. I don’t need a football that badly.
- Some clever professionals donating time & wisdom to speak at a forum I’m building. The sense-of-obligation cost of taking this free help – expose & endorse the generous parties, owe them a favour, create a forum worthy of their presence.
‘Free’ comes with different costs.
Posted in Insight, Marketing Strategy
When the customer isn’t always right
Posted by Mal Chia on August 3rd, 2009 at 4:21pm
In The Simpson’s second season episode “Oh Brother, Where Art Thou?”, Homer is given a job at Powell Motors by his half-brother Herb. With their cars losing ground to foreign competitors, Herb believes his company has lost sight of what their customer’s want and asks for Homer’s help to design a car that would appeal to the ‘average’ American. Despite the protestations of his employees, Herb encourages Homer to follow his instincts. The high cost to develop the car and the high purchase price ultimately leads to Powell Motors going out of business.
Posted in Insight
Creating social marketing that engages and empowers
Posted by Mal Chia on July 23rd, 2009 at 5:44pm
Square Holes MD, Jason Dunstone, recently spoke at the Australian Marketing Institute’s seminar on ‘Creating social marketing that engages and empowers.’
He was joined by Clemenger BBDO Adelaide’s John McLaren as they discussed how advertising can be used to change behaviours and attitudes towards social problems and the research that drives it.
Posted in Advertising, Insight, Research