Dales Bits – July 09

Looking on the bright side – an optimists guide to media in a recession
So it doesn’t look like Chuck Norris is going to wade in and save us from this recession-thing after all, so we will have to do it ourselves.
Stopping advertising spend will have a similar impact to shutting your door…all bad.
If you need to cut back, look at your options first.
Here are some handy hints to make the most of your media dollar in a struggling market…
Make the most of negotiations – discounts, bonuses, editorial extension etc
In most cases, media will offer trial rates for clients willing to test new media options
Encourage media owners to join you in focusing on direct response and ROI.. Perhaps include performance guarantees within negotiations (mainly being offered online)
In a declining advertising market, if you maintain you media spend, it will immediately equate to greater share of voice and will be easier to achieve market share
Make greatest possible use of your own ‘free’ media…PR, email and direct mailing to existing customer databases
Extend your media $ through collaborative media campaigns with like-minded partners
Roy Morgan’s May Media Trends Update
Always a solid benchmark to gauge consumer attitudes and behaviours, here are a couple of snippets….
Consumer Confidence positive trend
The Roy Morgan New Zealand Consumer Confidence Rating is currently 104.0 This rating is virtually unchanged since the previous fortnight but 11.3 points higher than it was in early May 2008. This is the largest year-on-year increase in almost two years.
The rise in the Roy Morgan Consumer Confidence Rating has been driven by increasing confidence consumers have about economic conditions in the next 12 month and 5 year periods.
This suggests we’re more optimistic about our medium and longer term economic prospects.
This poll was conducted April 20 to May 3, 2009.
Social sites show greatest growth
Based on ‘websites visited in the past 4 weeks’, facebook has shown a phenomenal 160% traffic overall, however with 25-54 year olds, the growth has been 200%
86% of us visited google, whilst trademe delivered 59% (5% increase)..others with significant increases were :
Bebo +10%
Youtube +30%
NZherald +16%
We are able to arrange a full presentation of Roy Morgan’s Media Trends document.  If interested, please contact us at media360
A quick note from Oz
In spite of growing swine flu numbers, most of the country appears blissfully unaware of any global recession…apart from the amazing 50-70% off sales in most areas of the retail sector.
Recent retail sales figures are on the up with growth of 0-8% in April (a total spend of $19.35billion for the month), building on a 2.2% increase in March.
Categories showing greatest growth were clothing/soft goods and household goods.
Like NZ, there has been a marked drop in food retailing, cafes/restaurants and takeaways.  The Aussies are reporting a 0.2 – 2.8% drop in these categories whereas Roy Morgan NZ’s recent numbers showed a more frightening 7% decrease.

Looking on the bright side – an optimists guide to media in a recession

So it doesn’t look like Chuck Norris is going to wade in and save us from this recession-thing after all, so we will have to do it ourselves.

Stopping advertising spend will have a similar impact to shutting your door…all bad.

If you need to cut back, look at your options first.

Here are some handy hints to make the most of your media dollar in a struggling market…

Make the most of negotiations – discounts, bonuses, editorial extension etc

In most cases, media will offer trial rates for clients willing to test new media options

Encourage media owners to join you in focusing on direct response and ROI.. Perhaps include performance guarantees within negotiations (mainly being offered online)

In a declining advertising market, if you maintain you media spend, it will immediately equate to greater share of voice and will be easier to achieve market share

Make greatest possible use of your own ‘free’ media…PR, email and direct mailing to existing customer databases

Extend your media $$ through collaborative media campaigns with like-minded partners

Roy Morgan’s May Media Trends Update

Always a solid benchmark to gauge consumer attitudes and behaviours, here are a couple of snippets….

Consumer Confidence positive trend.

The Roy Morgan New Zealand Consumer Confidence Rating is currently 104.0 This rating is virtually unchanged since the previous fortnight but 11.3 points higher than it was in early May 2008. This is the largest year-on-year increase in almost two years.

The rise in the Roy Morgan Consumer Confidence Rating has been driven by increasing confidence consumers have about economic conditions in the next 12 month and 5 year periods.

This suggests we’re more optimistic about our medium and longer term economic prospects.

This poll was conducted April 20 to May 3, 2009.

Social sites show greatest growth

Based on ‘websites visited in the past 4 weeks’, facebook has shown a phenomenal 160% traffic overall, however with 25-54 year olds, the growth has been 200%

86% of us visited google, whilst trademe delivered 59% (5% increase)..others with significant increases were :

Bebo +10%

Youtube +30%

NZherald +16%

We are able to arrange a full presentation of Roy Morgan’s Media Trends document.  If interested, please contact us at media360

A quick note from Oz

In spite of growing swine flu numbers, most of the country appears blissfully unaware of any global recession…apart from the amazing 50-70% off sales in most areas of the retail sector.

Recent retail sales figures are on the up with growth of 0-8% in April (a total spend of $19.35billion for the month), building on a 2.2% increase in March.

Categories showing greatest growth were clothing/soft goods and household goods.

Like NZ, there has been a marked drop in food retailing, cafes/restaurants and takeaways.  The Aussies are reporting a 0.2 – 2.8% drop in these categories whereas Roy Morgan NZ’s recent numbers showed a more frightening 7% decrease.

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