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Presentation to the annual Idea day for the Finnish marketing community at Strat Mark 2012. The presentation focused on the consumer trends in Estonia and generally, with a short introduction of what Estonia is.
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WE MAKE THEM TALK ABOUT YOU
Good afternoon,
I’m from Brand Manual
WE MAKE THEM TALK ABOUT YOU
Brand Manual is a branding & service design consultancy
thebrandmanual.com
We help define the competitive advantage of products and services.
We call this branding.
thebrandmanual.com
WE MAKE THEM TALK ABOUT YOU
Estonia
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Hosts the NATO Cyber Defence Centre and the EU IT Agency
Internet access is a human right
Lowest public sector debt in Europe
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Leads CEE in terms of educational level
99% of high school students are learning English
Over 60% of the population is engaged in the services sector
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100% of schools and government have broadband connection
70% of homes have broadband connection
110% mobile penetration
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98% of bank transfers are made electronically
92% of income tax declarations are filed via the e-Tax Board
1.2 million active ID cards (population: 1.4 million)
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Worse weather than in Finland
WE MAKE THEM TALK ABOUT YOU
Estonian consumers
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The recession was the best thing that ever happened to Estonia.
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Efficiency gains. But will they last?
2008 2012
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It helped focus consumers, companies and government.
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The recession has made people both price and quality sensitive. Finally it is understood that you DO get WHAT you pay for.
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Quality actually sells.
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Consumer confidence is picking up. Those that can afford to, are spending again.
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But consumers have changed.
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me
stuff
status
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me
stuff society
values
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Corporate social responsibility is becoming a real issue, instead of just a buzz word.
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Listening has never been easy. But now there are icebergs ahead.
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PRODUCT
CONSUMER
“We tell you why you need it”
CONSUMER
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PRODUCT
CONSUMER
“Thank you for your feedback”
CONSUMER
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PRODUCT
CONSUMER
“Let’s be social (about the product)”
CONSUMER
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PRODUCT
CONSUMER
“Look what I bought”
CONSUMER
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Social media requires a real plan. Not just initiative.
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Half the population is on Facebook.If you screw up here, it will come back to quote you.
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Marketers monitor and measure everything. ROI is (French for) King.
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Implication to smart marketers
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Stop reacting.Customers actively prefer real value over cheap prices.
