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Media Consumption and how our habits are changing

How much media do you consume? On a Daily basis? A weekly basis?

Here’s an average day for me:

  • 30 min of TV in the morning before work
  • 15 min of Social Media on a Mobile Device
  • 15 min of Radio on the way to work
  • 15 min of online news on a PC
  • 8 hours of listening to the Radio at work
  • 2 hours minimum online throughout work
  • 15 min of Social Media or browsing over Lunch on a Mobile Device
  • 15 min of Radio on the way home from work
  • 15 min of Social Media on a Mobile Device
  • 3 hours of TV at night
  • 30 min of online browsing on a Mobile Device across the evening

My daily habits mean that I consume a massive 15 hours and 15 minutes a day of media. This is potentially several hours of advertising each and every day; I’m a great target for advertisers.

One of the major changes to media consumption in recent years is reflected in my usual day by the usage of a mobile device being either my iPhone or iPad which lets me access the internet at virtually any moment.

So how does this all fit together within the world of advertising. Here is a simple example of my own habits explains. After spending the last few days browsing online furniture retailers I have been considering purchasing a few items for my home, obviously there are so many options around today that this becomes a tedious task. After noticing the end of a winter sale on TV last night I grabbed my iPad which was sitting in its usual spot (on the coffee table in front of the TV) and had a quick browse, no purchases were made. This morning on the way to work I heard a radio commercial from the same retailer, on my lunch break I decided to jump on my mobile phone and have another browse which ended in purchasing a new dining suite which will now be delivered to my home within 3-10 business days.

Mobile devices give us the ability to search, browse and shop online and make decisions anywhere and anytime of day. Making advertising your product even more important.

We all face an overload of media each day but if your advertising is not being seen or heard it will be your competitors advertising that will be catching the potential customers that you will be missing out on.

QA helped turn a humble iPhone case from Cairns into an international seller

It all started in far north Queensland when a team of Aussies discovered a need in the market for a sturdy product that would protect the iPhone, but not just any old case!

The team at Indepth Cases designed an iPhone case that was waterproof, shockproof and dustproof. The case is perfect for tradesmen, miners, water lovers and those with an active outdoors lifestyle.

The Indepth Case allows your phone to be completely waterproof and fully functional underwater, allowing you to take underwater photos.

QA helped launch the product across Australia with an advertising plan that incorporated a limited budget with highly targeted TV placement. The initial strategy focussed on the cheaper option of digital tv, in particular ONE HD which is already a channel highly targeted to males, sports lovers and fishing enthusiasts.

After just one month on air Indepth Cases had launched their way into the marketplace, online sales had gone through the roof and fishing store stockists were getting a fantastic result.

Indepth Cases have now evolved over time with added features and accessories including a belt clip, bottle opener, floater accessory, mounting clip and more female friendly colour options (pink of course).

With everyone moving over to the iPhone as the preferred phone choice this was definitely the right market to get into. Indepth Cases have continued on a long-term advertising campaign across all states of Australia in only the highest targeted programming designed to reach the core market of outdoor, water and sports lovers.

Steady sales and increasing popularity has allowed Indepth to break into the international market, first with a TV advertising campaign in New Zealand, followed by an American campaign on the Outdoor Channel broadcasting to a reach of almost 40 million viewers.

Indepth Cases is a great example that advertising on a small budget isn’t a barrier to achieving results. QA look at all aspects of your business and devise powerful long term strategies to help you achieve growth and success, based on high level research, ratings, consumer behaviour and a thorough understanding of your product.

If you would like to launch your new product or company contact QA and we can help you achieve results.

How QA PR helped bring Ocean Street alive

The Sunshine Coast has been buzzing with excitement surrounding the opening of the new dining and entertainment strip, Ocean Street Maroochydore which is the first stage of the redevelopment of the Big Top.

Boasting several new restaurants and featuring a variety of different international cuisines and a new live music venue, the revived Ocean Street has already become a hot spot for locals and visitors to the Sunshine Coast.

The launch of Ocean Street took place on Easter Sunday with the annual Ocean Street World Festival which attracted over 30,000 visitors. They came to be entertained by live music and trial a variety of tastes from both street vendors and the newly opened and existing Ocean Street restaurants.

The launch was successful to say the least… the Solbar was at full capacity every night over the Easter break and Hello Harry Burgers sold over 4000 burgers in three days.

QAPR have been working on the Ocean Street redevelopment and Big Top Market Fresh project for the past 12 months, as an integral part of the redevelopment team we have helped develop the branding, logos, website, social media, leasing support strategy, stakeholder engagement as well as a multitude of media coverage on TV, Press, Radio and Online.

QAPR have had constant communication with local and interstate media to announce information regarding every step of the project and to continue to drive public interest in the redevelopment. As a result Big Top Market Fresh and Ocean Street have been discussed in the media on a regular basis over the last 6 months and has been a constant point of interest in the local community.

The launch of Ocean Street was also backed up by a strategic advertising campaign, featuring a combination of press, TV and radio advertising aligned around the popular Ocean Street World Festival.

The right combination of PR and Advertising brought Ocean Street alive this Easter, and the strip hasn’t slowed down since. The next exciting step for QAPR will be the opening of the remaining new restaurants and the launch of the Big Top Market Fresh which will include undercover farmers markets as well as a refurbished full line Woolworths and up to 40 specialty stores later in the year.

If you would like to keep up to date with the exciting projects we are working on at QAPR follow us on Facebook.

Are events a good idea for your business?

Many businesses we speak to like the idea of holding an event, after all what’s not to like about sipping champagne, savouring tasty canapés and dishing out air kisses like there is no tomorrow.

The answer we always give is why? Events are incredibly labour intensive to undertake and if not planned properly they can be stressful and will affect the brand. If there isn’t a clear business reason to hold an event then we suggest client’s look to spend their advertising funds elsewhere.

However there are a number of good reasons why a business would undertake an event, including:

  • Promote a new product, service or business
  • Celebrate a milestone within the business
  • Network with current and existing clients and stakeholders
  • Reward and recognise staff achievements

More recently our QA PR team helped with the Sunshine Coast launch event for The Great Australian Beverage Company at Coolum Beach. The event was attended by over 80 people including staff, suppliers, shareholders as well as local politicians and a host of media.

A by-product of the launch was the significant media exposure the event generated with a television news crew, online news cameraman, local press and magazines, reporters and photographers all attending the event. Pre-recorded interviews were also undertaken with several radio stations while the local newspaper posted the story on their website to give it broader exposure. These media reports helped to reinforce key messages from the launch event and spread the word about the new business to the broader public.

This type of publicity adds up to many thousands of dollars in ‘free’ exposure which cannot be generated through advertising. That doesn’t mean advertising isn’t valuable – far from it in fact. The next phase of our campaign will see a rollout of a major television, radio and press advertising campaign to continue to build the company’s brand as it seeks to gain market share in the competitive carbonated beverage market.

Check out our website Queensland Advertising to find out how the QA PR team can help grow your business and your brand.

[caption id="attachment_243" align="alignnone" width="320"]SPW140214BEVERAGE1 Peppi Bueti (right) Director of QAPR at the launch event for the Great Aussie Beverage Company, an exciting new soft drink brand boasting 10 new soft drink flavours.[/caption]

Crowdsourcing: Is it worth the trouble?

Crowdsourcing is a concept where businesses fill out an online brief which is then submitted into a pool for a group of designers to work on and essentially compete for your money.  According to a crowdsourcing website, 99designs.com, there are 2,048 contests occurring currently and in October 2013, a massive $1.8m was handed over by businesses for the work of the many graphic designers.

Let’s look at a few worrying factors about this process:

  • No relationship: Not once have you as a business spoken to a designer to their face.  You have not specifically outlined your businesses brand, your audience or core values.  All you have done is give a small amount of information to a faceless person who produces something in hopes to impress you only to move onto the next job at hand
  • Time waster: You are left with countless examples of what someone else thinks your logo should look and you now have to spend hours sifting through each one, sorting the good from the bad.  Surely you time is more valuable put towards building your business? After all, you paid the experts to decipher fonts, colours and other tedious details didn’t you?!

At the end of the day, the idea behind your logo is to shape consumers perceptions and expectations.  When you decide to leave your brand in the hands of someone who doesn’t have a vested interest, you will no doubt end up with something generic and powerless which will struggle to penetrate your target market.

Temptation to take the cheap route is increasingly common these days as budgets tighten.  However, in the long run your brand is not worth cutting corners.  People don’t read – they scan.  We are constantly saturated with content from multiple platforms so unless you can stand out with a well-designed brand – you’ll blend in!

Our Senior Graphic Designer, Darryl Baldwin prides himself on taking the time to ensure the needs of each individual client are met.  QA Design is now operating for all your graphic needs.

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

Exploring the shopping habits of Smartphone users

According to new research by Telstra, since 2010, Australians are buying three times more clothes via their smart phones; making fashion the top selling consumer good brought via smart phones.

The research conducted by Nielsen for the Telstra Smartphone Index surveyed 2,004 Australian people.  The study showed that more than one in two turned to their smartphone to browse the internet on an average of three times every hour.

Adam Good, Director of Digital Media and Content at Telstra explain that these findings are worrying for businesses that do not have a strong mobile strategy in place already.

The research showed that Australia is one of the most connected countries for smartphone use behind China and South Korea, ahead  of the US and UK.  The research dives further to find that smartphone owners aged 16 to 24 will spend the equivalent of one month out of the year searching on their phones.

As this research is surprising, what is more interesting is what types of consumer behavior is being generated.  It is interesting to find out what people’s shopping and lifestyles involve.  Once advertisers can work out this type of information, it is easier to reach a particular target audience and have a message reached effectively.

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

Australian consumer confidence practically unchanged

This week’s Roy Morgan Consumer Confidence Rating discusses the topic of ‘Consumer Confidence Public Opinion’.  The report is based on 1,301 face to face interviews conducted Australia-wide with men and women aged 14 and over last weekend (October 5-6, 2013).

The report is aimed at taking a snapshot of the levels of consumer confidence within Australia.  The report revealed consumer confidence has received a substantial increase following the Federal Election – reaching its highest point of 124.1.  This figure dropped after the new Coalition Government was sworn in.  The figure remained steady at 119.8 (down 0.4%) after the RBA left Australian interest rates unchanged at 2.5%.

The report also highlights that Australians are relatively more confident about their personal finances compared to this time last year and 51% of these people say now is a good time to purchase large household items.  32% of Australians say that they are in a better financial position, with only 24% (down 1%) saying they are worse off financially that this time last year.

With a new political party elected back in September, 34% of Australians predict good times for the country’s economy; compared to 19% who feel there are worse economic times to come.

Roy Morgan Consumer Confidence Rating, October 8th 2013, Finding Number: 5235, Topic: Consumer Confidence Public Opinion

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

House Rules debuts quietly against Voice and Block

In its ongoing quest to find a ratings replacement for My Kitchen Rules, Channel Seven debuted its new renovation competition show House Rules last night, to a disappointing 803,000 metro viewers.

It only managed eleventh place in the five metro areas, according to the preliminary OzTam results, which media buyers have described as disappointing.

In comparison, the first episode of The Block Sky High had 1.3 million viewers. The first episode of The Block All Stars had 960,000. The first episode of The Renovators, in 2011, had 939,000 viewers.

Read full article at: www.bandt.com.au

To see how we can help you, contact us today.


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