May 2011
30 May, 2011
The tightening economy is causing changes to consumer behaviour. Cocooning is a term to describe the trend towards people socialising less and retreating into their homes. The term was coined by Faith Popcorn, a future forecaster, in the 1990s to explain the growth in home delivery, home businesses, and home shopping. However, nowadays there are a few more variations that you should know about.
Carcooning
Carcooning is a form of cocooning where it is the car that becomes the place to retreat. This leads to new behaviours such as dashboard dining.
Staycation
The staycation is a staying at home vacation instead of a trip away. The idea is that the stay-at-home-vacation is the same as a going-away-vacation except eating out, outdoor activities and relaxing, are done from your home as a base.
Homedulgence
Rather than cutting out indulgences some consumers find equivalent but cheaper alternatives that are home-based. This results in do-it-yourself indulgences such as cocktail parties and inviting guests for lavish dinners rather than going to nightclubs or restaurants.
Caving
Caving describes families who prefer being at home to being elsewhere. This is different to a staycation because it is all year round and is a reduction in spending on external hobbies and recreation.
Hiving
Hiving is different to caving in that it is not social withdrawal but a refocusing of social and worklife to the home. Hiving is a combination of comfort and connection as you engage your friends and acquaintances in your home life.
22 May, 2011
Sunday morning and the world has not ended. My hangover has gone which is a good post-apocalypse result. There are no hoof prints in the garden, no open graves and there was no thundering in the night. The only trumpet to be heard is my daughter’s rather perfunctory practising, which for quite different reasons creates within me a fear of God.
- The end of the world was nigh
Most of this end of the world imagery has stemmed from the Book of Revelations, a book contentiously added to the New Testament early in the 2nd Century. There were quite a few early Christians who rejected it and did not think it should be included in the Christian canon at all.
Revelations, is thought to be the writings of John of Patmos, an unknown early Christian (perhaps suffering persecution for his beliefs), although it was credited to St John the Apostle (this was often done to give a piece of work more credibility with early Christian Bible readers). It was probably written at the time of the Emperor Domitian (51-96 AD) who may have been responsible for severe persecution of Christians.
Revelation means the revealing of the power of God. It comes from the Latin revelare, to reveal. The Book of Revelations describes how the forces of the Christian God would rise up and conquer the evils of the world and only the chosen would survive (reassuring thoughts for the early Christians contemplating martyrdom).
Revelations has given us many important Christian icons and symbols. It certainly gave church artists material for their most terrifying works: the four riders of the Apocalypse, the seven seals, the number of the beast, Armageddon, the seven trumpets and also The Last Judgement.
- Four riders of the Apocalypse
The Apocalypse and Armageddon are often used as the Christian descriptions for the End of Days. But the end of the world, fitting with our pessimistic nature has quite a few names Judgement Day, doomsday or currently in vogue The Rapture.
However, apocalypse originally meant the same as revelation: apocalypse coming from the Greek for uncover or disclose in much the same way as revelation had come from the Latin for revealing.
Doomsday is the Old English equivalent of Judgement Day. In Old English dom originally meant law, judgement or condemnation and thus a book of laws was a dombec. But as doomsday (dom daeg) meaning Judgement Day was used the meaning of doom shifted to mean the end of the world.
Armageddon comes from the Hebrew words har meggido, meaning mountain of Megiddo. It is mentioned in Revelation but only as a gathering of kings in preparation for battle. Armageddon as the battle of the end of times is not part of the bible but a tradition within most of the western religions.
But Revelations is not the only source of the apocalyptic vision. Many of the visions of Revelations were inspired by the prophets of the Old Testament including Ezekial. The Gospel of St Matthew describes Christ’s version of the beginning of sorrows. The important thing for believers is that Christ said at Matt 24:36:
But of that day and hour knoweth no man, no, not the angels of heaven, but my Father only.
It is rather arrogant, then, for any Christian to claim that he has more advanced knowledge of the end of the world than even the Son of God. When it comes we are unlikely to get a warning other than some rather better trumpeting than I am hearing.
19 May, 2011
As Sydney turns cold we can rug up in our hoodies and Ugg boots and curl up in front of the heater but we mustn’t hibernate. It is time to think about hotting up your marketing for the winter.
The winter provides us with opportunities for new markets and new customers as well as helping our existing clients with new products. Here are some tips to focus your marketing, advertising and promotions over the cold months ahead.
1. Base your promotions on popular events
Sydney has a range of festivals, cultural festivals, social awareness programs and significant days happening over the winter. These provide an opportunity to create targeted promotions that tap into what’s hot in the event calendar. We have created a list of some of Sydney’s most newsworthy events and have given some ideas to market using them.
Choose events or charities that most fit your business’s product or services and marketing strategy. Choose at least one less well-known event to be different to your competitors. Advertise with a theme.
2. Don’t let your customers hibernate
Don’t treat the winter like a long, slow, down-time and don’t let your customers hibernate. Create urgency. Consumers tend to be more decisive in their purchasing when there is a short deadline. Use the events as cut-offs for promotions and create a sense of urgency in your promotions. The end of financial year creates a strong deadline.
3. Keep your prospects warm
If you have business premises make sure you keep your customers or clients warm by turning on the heating or having somewhere warm to meet. Cosy and comforting is the best atmosphere for winter shopping. Create ambience with an open fire if you are in the hospitality business. Make sure your marketing material is warming.
4. Expand your product range
Retailers know to change stock and to change their promotions and advertising for the cold weather, an easy example is Surf Dive and Ski, that covers both seasons. But does your business?
5. Make your merchandise match the season
The winter season brings different needs. Promotional items should be things that remind customers of your business and fit the season. You want to give them items that they use and that remind them of you every time they use them. Umbrellas are good for winter rain and scarves keep out the cold—they both are good for carrying logos and company names. Give out free tissues with your company details printed on them. Don’t give them T-shirts.
6. Look for new and different markets
If your product or services are so seasonal that winter is a slow time, think about selling your product in different markets. If you are selling bikinis in Sydney in the summer sell them in California in the winter (their summer).
7. Help your customers dream
It is important to market to your prospects when they are most likely to be thinking about your product or service. As people travel into deep winter they start to dream of the summer sun. If the purchase of your product or service has a large lead-time winter is a good time to start planning.
8. Take advantage of people’s changed behaviour
Cocooning behaviour
It is colder, the days are shorter, people don’t go out as much in the evenings. DVD rentals increase as people entertain themselves at home. People who stay at home on their holidays and socialise less are said to be cocooning or staycationing.
9. Use the time to develop leads
Create a customer management system or mailing list from the information you have about your customers so that you can use it to keep the sales flowing in your quiet periods. Market yourself as an expert in your field or business sector. Give free webinars or speak at meetings, conferences or events.
10.Focus on building your online social network
Focus your social networking accounts appropriate to your product such as Twitter, LinkedIn or Facebook. Keep your information up-to-date, relevant, and professional. Use this time to expand your contact base and to maintain dialogue with them. Make attractive product offers and deals. Warm people up for spring specials.
19 May, 2011
We have listed 17 of Sydney’s (and NSW) major events that you can use to help promote your business. They range from the City to Surf to NAIDOC week.
1. Queens Birthday
Whether you are a monarchist or republican you can’t ignore the public’s attraction to the royals, especially after a wedding (and lets not forget her Gracious Majesty grants us a public holiday). This year the Queen’s Birthday weekend is on the 13 June (the second Monday of June) except in Western Australia.
Traditionally, many public fireworks displays were organized for the Queen’s Birthday but these are now mostly saved for the New Year’s Eve displays.
It is also unofficially the opening weekend of the ski season, although the snow has a bigger say in this than the tourism industry.
2. National Reconciliation Week
National Reconciliation Week (this year held 27 May to 3 June) celebrates the rich culture and history of the First Australians. It is the ideal time for everyone to think about reconciliation and about how we can help turn around the disadvantage experienced by many Aboriginal and Torres Strait Islander people.
3. Refugee Week
Refugee Week (this year held 19 June to June 25) is Australia’s annual event for humanitarian organizations to inform the public about refugees and to celebrate positive contributions made by refugees to Australian society. It coincides with World Refugee Day (June 20).
4. Independence Day (US)
Many Australians mark 4 July by holding small events to acknowledge the importance of this day to the people of the United States of America.
Retailers use the day as a great time to promote American products or products associated with the US (eg doughnuts, hotdogs).
5. Bastille Day
The 14 July is Bastille Day. It is the French national day. It is a good day to celebrate if you have anything to do with France. Patisseries and bakeries selling croissants and baguettes are obvious businesses that promote themselves and their products on the 14 July.
6. NAIDOC Week
Celebrate Indigenous culture
NAIDOC celebrations are held each year (from 3 to 10 July) to celebrate the history, culture and achievements of Aboriginal and Torres Strait Islander peoples.
Although we advocate helping to celebrate NAIDOC week you must avoid “ambush marketing” by representing your business as part of the event. For instance the NAIDOC logo cannot be used for commercial purposes such as including it on your promotional material.
7. Sydney Film Festival
Each year Sydney Film Festival showcases new films in Sydney cinemas and theatres (this year 8-19 June). It screens brand new features from over 40 countries, short films, Australian films, documentaries and archive titles. The festival also hosts several filmmaking awards including the Dendy Awards for Australian Short Films, the FOXTEL Australian Documentary Awards and the Official Competition, which celebrates ‘courageous and audacious filmmaking.
8. Henry Lawson Festival of Arts, Grenfell
Henry Lawson is an Australian icon. The Henry Lawson Festival gives businesses the opportunity to focus on Australiana.
The 53rd Annual Henry Lawson Festival of Arts, at Grenfell in rural NSW, is also held on the Queen’s birthday weekend to honour Henry Lawson as one of Australia’s greatest poets and writers. The Festival celebrates Grenfell’s significance as Henry Lawson’s birthplace and seeks to present young and aspiring writers to the world.
There are other events to entertain visitors—one that I just have to include is the Where Pigs Fly event, the Pinnacle Guinea Pig Races.
9. City to Surf
The City to Surf is held every year and attracts tens of thousands of participants. This year it is to be held on the 14 August. Promoters are suggesting the 2010 will be the biggest in the race’s history with more than 80,000 people expected to enter.
The City to Surf attracts a lot of attention and is a great way to promote your business by forming a team, getting dressed up in a distinctive costume and collecting money for charity. Get your customers or client to join you in the race or help support you with their donations. It creates a good public relations opportunity for your business.
10.World Environment Day
World Environment Day (WED) on the 5 June is an annual event that aims to be the biggest and most widely celebrated global day for positive environmental action. WED activities take place all year round but climax on 5 June every year. Everyone is welcome to participate in the day.
Use World Environment Day to promote and advertise your business’ green and sustainability actions or your products or services that are good for the environment. Get your customers involved in a neighbourhood clean-up or tree planting, write a short media release, take pictures and give it to your local newspaper.
11.Christmas in July
Australians are moving Christmas back to being a mid-winter feast. Some colder places, especially the Blue Mountains have created Christmas in July or Yuletide Festival events.
This is an opportunity for restaurant businesses to offer meals of roast turkey, steamed puddings and mulled wine in the cold weather that it was designed for. It is a second-Christmas and people are in the mood for giving gifts and eating comfort meals. As Christmas in July takes off think about ways that you can sell your product to these consumers.
12.Red Nose Day
The Wiggles support Red Nose Day
Red Nose Day, held annually on the last Friday in June (24 June 2011) is the major fundraiser for SIDS and Kids. Funds raised through Red Nose Day activities assist SIDS and Kids in providing vital services and programs to the Australian community.
SIDS and Kids is dedicated to saving the lives of babies and children during pregnancy, birth, infancy and childhood and to supporting bereaved families. Getting your staff to wear red noses and to collect money for SIDS and Kids will help them and at the same time promote your business.
13.State of Origin Game 2
Get your customers involved in a tipping competition. Will the Blues win it this year? Don’t offend any customers from Queensland as they are likely to have the last laugh. The second State of Origin game is scheduled for Wednesday 15 June 2011 in Sydney.
14.Jeans for Genes
Jeans for Genes is a major fundraising event for the Children’s Medical Research Institute. It’s held every year on the first Friday of August (5 August 2011). Each year more than two million Australians wear their favourite jeans and donate funds to support genetic research to advance the prevention and treatment of disease, leading to healthier generations of children.
Things you can do include wearing your jeans on Jeans for Genes Day and making a donation, volunteering your time and taking part in or organising fundraising events.
15.Australian Engineering Week
Australian Engineering Week is held in the first week of August 2011. Hosted by Engineers Australia, Australian Engineering Week has been established to raise awareness of the role engineers play both locally and globally – and to encourage more young people to study engineering.
If you operate in the infrastructure or construction sectors Engineering Week offers an opportunity for your business to showcase itself by hosting or participating in events.
16.School holidays
Saturday 2 July to Sunday 17 July is the NSW School Holidays. This is a time when the state’s children are home from school and parents often take leave to be with their children. Parents want activities for their children and child-friendly holidays.
17.Fathers Day
Fathers Day is not strictly in the winter but it is the first Sunday in September. Get ready for it!
19 May, 2011
Media buzz
You can use large public events to promote you products and services to your customers. By tapping into the media attention that comes with the publicity given to big events you get your customers to engage more with your business.
City to Surf
The Australian winter calendar brings a range of community events, cultural festivals, social awareness programs and significant days that the public celebrate. In Sydney (and NSW) we have a few unique events of our own.
Have fun and be creative
Many events are held to raise funds for charities (which is a good thing in itself and helps you give back to the community). These give your business opportunities to participate in fund-raising events and to get your customers to join in. They can be great fun. Be creative in creating themes and in following the most appropriate events for your business. Sporting events are good for fitness centres, social causes for law firms, children’s causes for just about everybody. Use your imagination to support a charity linked to your business.
Providing sponsorship
Sponsoring events gets your business name prominently displayed and the association with important events helps to build your reputation. Sponsorship can be major or minor depending on your budget and promotional intention.
Getting involved
Participating in events provides opportunities for media releases and to get your business name in the paper. Get involved in local or regional celebrations (to expose your business to customers and to show involvement with your community).
Try giveaways
Use tickets to shows, films or events as prizes in promotions or as gifts to your most valued customers.
Broaden your market
Getting involved in cultural festivals broadens your market and gets you involved in the wider community.
Use themes
Decorate your business premises with the theme of the festival, event or awareness day. Sell the charity products to help raise money. Get your staff to dress up. It creates a relaxed and friendly atmosphere.
Its all about being engaging
Businesses need to engage with their customers. This engagement builds trust, friendship and a long-term relationship. Taking part in events is an easy way to share experiences with your customers.
3 May, 2011
Today’s news is that Osama bin Laden, the leader of Al Qaeda, has been killed during a helicopter assault on a purpose-built fortified compound in an affluent suburb of Abbottabad, a city in Pakistan. The hideout was close to a cinema, a police station and a hospital.
Abbottabat was named after British military officer James Abbott, who founded the city in 1853. Abad is a very common ending for the names of cities in the sub-continent.
Abbottabad 60 km north of Islamabad
The suffix, abad, comes from Persian for dwelling place or inhabited place. Persian was introduced into the region by the Mongols. Persian is related to the European languages through common descent from an original Indo-European language. The relationship is very clear when abad is compared to the word abode in English, which is descended from the Old English verb, abad, to have abided. So these Persian named cities could also be translated as the abode of whoever they are named after.
Islamabad, the capital of Pakistan, means city of Islam (Islam is the most popular religion in the city—95% of the population are Muslim).
Jacobabad, in northern Pakistan, was founded by another British military man, General John Jacob, in 1847 and was named after him.
Allahabad, in the North Indian state of Uttar Pradesh, means settled by God (Allah).
Hyderabad, is the capital of the state of Andhra Pradesh in India. The city is named after Ali Ibn Abi Talib, also known as Hyder, the son-in-law of Muhammad, the founder of Islam. Hyderabad has developed into an information technology centre and is also known as “Cyberabad”.
There are also Jahanabad in Eastern India called after the Mughal emperor Shah Jahan (1592-1666) and Jahangirabad, in Uttar Pradesh, called after another Mughal emperor Jahangir (1569-1627).
Fayzabad in northern Afghanistan is translated as the abode of divine bounty, blessing, and charity.
There are quite a few more cities with the same ending, for instance, Jalalabad, Ahmedabad, Aurangabad, and Muzzafarabad.
So with all these cities in Afghanistan, Pakistan and India it should come as no surprise that Osama bin Laden found his ending in abad place.
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