THE CHANGING FACE OF GROCERY SHOPPERS – The Five Consumer Groups Defining the Grocery Market in 2016

The way in which consumers are shopping is changing in a big way. The weekly shop is on decline, and demanding consumer lifestyles are driving an increase in the number of convenience, specialist and independent formats popping up across the country. Shoppers are challenging the retail landscape hard; demanding resonate value, whether that be driven by price, quality or customer experience. So what does this mean for the retailer? And for marketers working with grocery brands, what hurdles do we face when targeting these consumer groups?

Traditional ways of defining consumer groups have become slightly outdated, and no doubt even new forms we look at today will soon become obsolete as shoppers continue to develop their buying habits and mediums of influence. Latest research by consumer lifestyle PR agency Escapade has defined the UK’s grocery shoppers into five key consumer groups that illustrate the state of retail shoppers in 2016. Read more

GENERATION Z: The Most Complex Consumer to Challenge Marketers?

Marketers and PR folk have long been obsessed with Millennials, those born in the eighties and nineties as supposedly the first generation to adapt to the ‘new age’. However as this market starts to edge into their mid-thirties, there is a new, younger generation paving their way into the world who have grown up completely immersed in the iGeneration, and knows no different; Generation Z. This is also the generation that has grown up in the era of war and terrorism, and holds a more mature appreciate for culture and ethics compared to their predecessors.

For marketing professionals this presents an interesting demographic to target, as the way they play almost turns traditional consumer behaviour on its head. Our latest research shows that Generation Z are completely turned off by celebrity culture and traditional media, and are more tuned in to peer to peer recommendation and online superstars like Zoe Sugg, Tanya Burr, Jim Chapman and Alfie Deyes. For female Generation Z-ers, bloggers are actually cited as the fourth most popular “celebrity” influence.

Chloe Combi, author of Generation Z, defines this audience as those born between 1995 and 2001 – a subset of Generation Y, really, but a distinct one, whose dates coincide with the spread of home internet connections and mobile phones. She explains: “Those two things birthed a different world, which is the world this generation was born into. This iGeneration can’t conceive of a world before everyone owned a mobile phone, and instant gratification is their norm; they have it in the palms of their hands within moments, usually for free. This ability to find whatever they’re after without the help of intermediaries – such as libraries, shops or teachers – has made them more independent and self-directed than generations before them.”

For Generation Z, social media is king, but not as maybe you and I know it. Unsurprisingly Facebook, as with most demographics, remains the number one platform, however for Generation Z, Snapchat is the second most popular, with 42% of this audience checking Snapchat at least once a day. For other audiences, Snapchat would barely even appear in the Top 10. With Snapchat increasingly looking to monetise their service, this is a really interesting platform to keep an eye on if you have a product or service that targets this complex group.

Where Generation Z are concerned, you can pretty much also assume that print media is dead. This is isn’t to say they don’t pick up the odd magazine or newspaper, however for genuine cut through, online sites, bloggers and vloggers are the media that hold the real power of influence. When asked what influenced their buying decisions, no traditional media apart from TV appeared in the top 10. These guys shop around, read review sites and blogs, seek out recommendations and refer constantly to social media. This isn’t an audience to be fobbed off; they are savvy, and seek value for money.

For any successful marketing or PR campaign, consumer profiling and understanding how your target audience plays is pivotal. As technology continues to advance at an incredible rate, and what we know from one generation to the next changes rapidly, keeping on the pulse of varying and differing consumer behaviours and applying this knowledge to your creative approach will make all the difference between failure and success. No question.

Generation Z are a really interesting demographic, and certainly make for a challenging and exciting audience to engage with. The New York Times describes them as ‘the next big thing for market researchers, cultural observers and trend forecasters’, and Women’s Wear Daily as ‘the next big retail disrupter’. And by no means are we anywhere near understanding this audience fully, as the nature of Generation Z means they are ever developing and evolving in their behaviours. And it certainly makes for an interesting approach when working with clients that operate in this consumer demographic!

Visit our PR resources page to download the full infographic detailing the Generation Z research conducted by Escapade PR.

GenerationZEscapadePR

GlobalCom PR Network becomes member of ICCO and sponsors “Independent Consultancy of the Year Award”

December 10, 2015 / GCPR News

GlobalCom PR Network (GCPR) represents the 21st century breed of global PR development. It is an association of independent agency teams with a proven track record in their domestic countries united in a global operating network. With more than 1,400 experienced PR consultants, GlobalCom PR Network serves national and international clients who benefit from our local expertise and international presence.

In order to expand the PR reach and exchange best practices with other PR experts around the world in order to further rise the quality we can deleiver to our clients GCPR recently joined the International Communications Consultancy Organisation (ICCO) which provided a platform for public relations consultancies around the world.  The ICCO membership comprises national trade associations in 32 countries across the globe in Europe, Africa, Asia, the Americas and Australia. Collectively, these associations represent some 2,500 PR firms.

“Our aim is to raise our international standards, quality and performance for our international clients with this partnership as the ICOO and GCPR share common goals and visions” said Ralf Hartmann, CEO of GlobalCom PR Network.

GCPR also sponsored the “Independent Consultancy of the Year Award” at the recent  ICCO Global Awards 2015 which saw leading agencies, and individuals from across 6 continents win accolades for effectiveness in PR and communications.

Leading PR practitioners from across the globe attended the ICCO Global Awards 2015 at the Park Plaza Hotel, Riverbank on the evening of Thursday 26th November, hosted by BBC personality Helen Fospero. Top consultancies, individuals, and networks all competed for awards in 18 categories including two GlobalCom PR Network members: MY PR from Italy and Instinctif Partners from Hong Kong.

The winners for Independent Consultancy of Year, sponsored by GlobalCom PR Networks included: Interel Group for the EMEA region, Avian Media for the APAC region and Imagem Corporativa in the Americas.

GCPR ICCO BILD

Ralf Hartmann (GCPR Germany), Richard Merrin (GCPR member agency Spreckley Partners), Bobby Lundqvist (GCPR member agency Wise Communications), Maxim Behar (M3 Communications)

Global Magnolia PR? No thanks! One size fits all doesn’t always work where global reputations are concerned, says Prova’s St John White.

I’ve spent most of my career in marketing and PR, polishing the reputations of some great brands. And whilst most of the basic principles have remained the same, the PR industry’s approach to international reputation management has, in my view, taken a turn for the worse.

Back in the eighties, I worked with some great names such as Lucas, TI, Bosch and Lockheed. These leviathans of the automotive industry tended to operate their PR on a local level, with regional markets being given the autonomy and budget to manage their own campaigns. Over the next few years, globalisation took hold and recession forced retrenchment and painful cost cutting.

By the end of the last recession, what are we left with? A small but powerful group of businesses that seem disconnected from their local markets. Once approachable brands now seem to have become remote, monolith like and strangely anonymous.

This trend has been reflected in a creeping practice where global brands appoint large, multinational agencies that purport to do everything in every region, be it Europe, Asia or the Americas. Sponsorship in Spain? No problem! Media relations in Mexico? Sure thing! Crisis comms in Kuala Lumpa? Easy! We now commonly hear of agencies covering the mega region of EMEA or Asia Pacific with a mighty swoop of their strategic hand.

In my experience this approach has created a dreadful swathe of characterless agencies that ultimately fail to connect to the client or indeed the end customer. What we’ve now got is a hierarchy of global brands that plug into their correspondingly anodyne agency roster. The result? Campaigns that are so broad that they become meaningless to engineers and manufacturing directors based in OEMs, parts suppliers and logistics suppliers alike.

Granted, big brands need global campaigns, but these don’t need to be delivered by magnolia coloured network agencies. Independent consultants like GlobalCom operate much more flexible, vibrant cross border partnerships that offer local campaigns within an international framework.

We all understand that it’s easier to just plug-in a global off the peg solution. But a bespoke suit fits better and certainly gets you noticed doesn’t it?!

stjohn

 

 

Prova completes secondment at Brazil partner agency Fundamento

Prova has only been a member of GlobalCom since June, but has already grasped the opportunities the network offers with both hands. Account director Zoe travelled to the annual conference in Istanbul, our MD Richard has had numerous meetings with agencies in countries from France to China, and I’ve been lucky enough to travel to São Paulo for a week-long placement at Fundamento.

Ever since I found out about our membership, I was keen to get involved, so I requested to spend a week in Brazil after a holiday in neighbouring Peru. I didn’t get my hopes up initially, there was a huge amount to organise in a short space of time and I don’t speak Portuguese. However, to my surprise head of PR at Fundamento, Camila Curado was quick to say yes to our suggested secondment.

Prova completes secondment at Brazil partner agency Fundamento

My main objectives were to learn more about the PR and communications industry in Brazil and to build a closer relationship with our partner agency. But, with just one week in the office there was a huge amount to cram in!

The public relations landscape in Brazil and South America is unsurprisingly, very different to the UK. PRs face a number of barriers including the Spanish/Portuguese language divide within the continent, a diminishing press and government intervention. Camila explained how the political history of Brazil has shaped communications. For example, Brazil was under the power of a dictatorship until as recently as 1985. The press has only really been free for around ten years and the country still faces issues of corruption.

Fundamento is celebrating its 25th anniversary this month and was the first true integrated agency in the country, with many other agencies solely focusing on press relations. Because of its history, the company is able to call upon long established relationships with journalists and is well placed to offer a wide variety of services to a diverse portfolio.

It’s impossible to get much more than a basic understanding of any business in such a short timeframe, yet alone one of Brazil’s largest agencies. However I was able to pick up some hints and tips and some serious inspiration, including new ways to package up products to appeal to bloggers and a more thorough method of reporting media coverage results. Additionally I found out about a problem solving campaign idea which had yielded some fantastic results. The campaign appeals to businesses, consumers and the media in equal measures and it’s one Prova can definitely take advantage of – so big thanks to the produções team!

Despite the different challenges we face, some things stay the same. I presented a recent pitch for a client in the automotive sector to the Fundamento team which had some surprising similarities. The layout of the presentation, structure of the campaign and proposed calendar plans were closely echoed by a pitch Camila had created for a telecoms provider.

It’s been just a few short weeks since I waved goodbye to the Fundamento team but we’re keeping in touch. It was a fantastic experience, I was very lucky to complete the programme at such a prestigious agency with such a lovely team who made me feel really welcomed. We’re hoping to continue working together more closely and it seems the experience has inspired some other Prova and Fundamento employees to look into the GlobalCom exchange programme too.

For more information please contact Zoe Birch or Charlotte Webster at Prova PR. Email charlottew@provapr.co.uk or phone 01926 776900. 

GlobalCom PR Network expands its network with UK-based agency Prova

richard-postins-w220h120GlobalCom PR Network is proud to announce their newest member Prova PR to the family.

Prava, established in 2000, is a leading PR and communications consultancy that works for big players across its sector specialisms including Triumph, Motorcycles, Motors.co.uk, Savills Energy and leading food waste recycler SARIA. Read more

GlobalCom PR Network appointed as LogicNow’s International PR partner

LogicNow_Logo_4colour01 April 2015 – LogicNow, the world’s leading integrated IT Service Management platform provider, has appointed the GlobalCom PR Network to handle its international corporate and B2B public relations campaigns. GlobalCom was appointed after a competitive pitch process led by London-based B2B technology PR agency, CCgroup.

CCgroup will handle lead agency duties and the UK press office, working alongside GlobalCom’s Merritt Group in the U.S., GCPR in Germany, Fundamento in Brazil and MY PR in Italy. Read more

The Escapade continues for Berkshire’s foremost consumer PR agency

After eight years of operating from the heart of Reading, this week Escapade PR took a tiny little sidestep into our new Berkshire based offices in Wokingham. After a pretty smooth transition, rather strangely, life on Imperial Way already seems like a lifetime ago.

On the surface, this may indeed have something to do with the niceties that come with a new office, coupled with the buzz from our Arpeggio coffees, but deep routed we know that this is the next chapter in Escapade’s journey to become the foremost consumer PR agency in Berkshire and the Thames Valley.

 Read more

Leading market entry to Myanmar with CSR

YANGON, April 10, 2014 – As companies move to enter Myanmar following the country’s decades of isolation, there is a growing consensus about the benefits of leveraging Corporate Social Responsibility as a component of market entry.

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The thinking is that entering Myanmar with a strong CSR campaign helps companies meet key local stakeholders in the public and private sectors, build infrastructure, and collect insights about the business environment and mind-set of the local people.  Add to this the fact that Myanmar’s needs for support are huge, and the concept of CSR as a market entry tool makes good sense.

 Read more

OtterBox expands international PR with GlobalCom PR Network

The international PR organisation will support OtterBox in the BeNeLux, France, Germany, Italy, Poland, Russia, Scandinavia and the UK

OtterBox-11-23-2013-Surfer-Selects-0048 Munich, 27 January 2013 – OtterBox®, the No. 1-selling smartphone case in North America is rapidly expanding brand awareness and sales across its range of premium smartphone cases in Europe and Russia. GlobalCom PR Network (GCPR), one of the largest global PR networks with 70 partners reaching more than 60 countries world-wide, will support OtterBox PR activities across BeNeLux, France, Germany, Italy, Poland, Russia, Scandinavia and the UK. Read more