It is surprising that the practice of marketing (and business strategy more generally) does not explicitly integrate and address the environmental problems and their impacts on mankind.
Yet by not doing so marketing practitioners are sowing the seeds of their own destruction. In the not so distant past businesses were quick to respond to less significant marketing-related problems.
For example, firms, consumers and governments spent hundreds of billions, if not trillions, of dollars dealing with the millennium bug, or Y2K problem. As many will remember computer programs traditionally only had two digit codes for the year and could not adapt to changes associated with moving from the twentieth century to the twenty first century which required a four digit code for the year.
The purchase of 43 farms in northern NSW by a state-controlled Chinese mining company has prompted calls this week for tougher restrictions on foreign investment.
Politics is a tricky business. Being in government is even trickier.
But it should be pretty simple. It’s like any other business, isn’t it? It’s all just marketing. You find out what they want, you tell them what you’re going to do, and then you give it to them.
So is it simply a case of “selling” yourself a bit better, as independent MP Andrew Wilkie posited last week on ABC Radio National?
If that is the case, what does the government need to do?
Ask any good salesperson the key to making a sale, and they will tell you that there are two parts to a successful sales pitch.
Events can occur that render forward estimates in budgets obsolete in a relatively short time frame.
Given the increasing emphasis on forward estimate figures in government budgets, it is timely to examine past budgets to determine their accuracy. Take the Commonwealth budget released three years ago in May 2008. That budget projected a surplus for each of the 2010-11 and 2011-12 financial years of approximately $19 billion. The budget released yesterday now projects these figures as deficits, not surpluses, amounting to $49.4 billion and $22.6 billion respectively. Hence, the total turnaround in the budget outcome for the two years 2010-11 and 2011-12, from that projected three years ago, amounts to $110 billion.
Outside of a dog, a book is man’s best friend;
Inside of a dog, it’s too dark to read.
Cigarette packages have become the last bastion of advertising for cigarette manufacturers.
The new plain package cigarettes will be presented in olive green packaging, with the only visible logo a graphic health warning. The brand of the cigarette appears in plain type and small font.
Cigarette companies promote and sell through colours, logos and images. To this end, cigarette packets are designed to reassure smokers about risk and to reinforce smokers’ self-image.
Research has shown that changing the message, picture and colour of packaging has a significant influence over choice by younger consumers.
Importantly, the research showed that changing the size of the graphic warning picture, the size and number of brand elements, and the colour of the packaging has been linked to promoting cessation of smoking amongst young adult smokers.
Does anyone have a sense of déjà vu?
From mid 2007 to early 2009, the Telecommunications Industry Ombudsman (TIO) received an increase in complaints from consumers of more than 40 per cent. More than a third of the complaints to the TIO were related to poor customer service or complaint handling experiences. As a result of this increase in dissatisfaction with service delivery, the then Ombudsman, Deirdre O’Donnell, implemented the “connect.resolve” campaign to encourage the telecommunications industry to “re-focus on customers and their experiences.” At the start of the campaign in 2009 the Ombudsman was receiving 20,000 cases at all levels each month. By early 2010, this number was still high, but had dropped to 16,500 per month.
So, Christmas Eve wasn’t the saviour that the retailers expected. In conversations with retailers, it seems that even Christmas Eve sales were down. As one said to me, “This is the quietest Christmas Eve that I can remember.”
That said, it seems that grocery sales were up leading up to Christmas. Gluttony takes another form?
Are the days of the traditional bricks and mortar store numbered?
Probably not. What we do know is that the internet and online shopping has meant that consumers have access to more information, which is a good thing. At least for the near future (probably until we get flying cars and jetpacks), there will be people who will go to the bricks and mortar shops.
A new advertisement to be shown in Washington DC (US) made by the health lobby group, Physicians Committee for Responsible Medicine (PCRM) shows an overweight, middle aged man lying in the morgue, with a half-eaten hamburger in his hand. Some lame acting by a weeping woman (the assumption is that she is related to him) and a nodding doctor, rounds out a generally unremarkable execution.