By Bill Troy Business Program Coordinator and Lecturer the University of New Hampshire at Manchester Who are we One of the colleges of UNH providing a high quality education primarily to Merrimack Valley commuter students ID: 628249
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Slide1
Chasing the Elusive Consumer
By Bill Troy, Business Program Coordinator and Lecturer, the University of New Hampshire at ManchesterSlide2
Who are we?
One of the colleges of UNH, providing a high quality education primarily to Merrimack Valley commuter students.
Approximately 800 Bachelor’s students
Focus on Liberal Arts and Professional education for careers in:
BusinessBiologyComputer SystemsPsychology Communication ArtsTeaching (M.A.T. program)Internships required in many majors, great opportunities.Small classes (less than 20) Slide3
My Brief Biography
B.A. in Economics from the University of Massachusetts in Amherst
Magna Cum Laude and Commonwealth Scholar
Phi Beta Kappa
M.B.A. from Johnson School of Cornell UniversityEconomist for U.S. Labor Department, B.L.S.Varying roles at DIGITAL Equipment, including consulting and Director of brand advertisingEricsson – Director of Marketing for the Broadband divisionCurrently:U.N.H. –Business Program director, and Marketing lecturer, at the Manchester CampusWPI – Adjunct Management Instructor in International BusinessSlide4
Chasing the Elusive, Evolving Consumer
Today's consumer is more mobile, busier, and less connected to traditional
media
than ever.
We will provide a fast evolving, data driven, context for how vast the media changes within U.S. consumers have arisen, and methods that marketers are using in reaching consumers in this fragmenting landscape. Slide5
My basic viewpoint
Marketing is changing SO rapidly that is hard to know “What” to DO , complicating ‘How’ and ‘Why’My goal is to inform you as to trends.My mid-p.m. presentation will be more specific to Mt. Washington Valley.Slide6
Quiz
What are some of the major changes occurring in marketing today?Demographics
Psychographics
B2C purchasing
Media ConsumptionSlide7Slide8
Where are We Today?
Income gradientsBifurcating consumer markets
“Where is the
Middle Class
”? In a “Muddle”Diminishing incomesLow savingsSlide9Slide10Slide11Slide12
HH Formation TrendsSlide13
Changing Race/Ethnic MakeupSlide14Slide15
Oldest States in the Country
(nh.gov)
http://www.nhes.nh.gov/elmi/products/documents/ec-0514.
pdfSlide16
Median Value of ALL assets, including Housing
AGE OF HOUSEHOLDER
Less
than 35 years
$6,676 35 to 44 years 35,000 45 to 54 years 84,542 55 to 64 years 143,964 65
years and over
170,516
65 to 69 years
194,226
70
to 74 years
181,078
75
and over
155,714
Slide17Slide18Slide19Slide20
Assets by Educational Attainment
No High School Diploma $9,800 High
School Graduate Only
$43,945
Some College, No Degree $49,082 Associate's Degree $56,512 Bachelor's Degree $147,148 Graduate or Professional Degree $240,750 Slide21
Businesses need to be Upscale or
DownScale
http://www.nytimes.com/2014/02/03/business/the-middle-class-is-steadily-eroding-just-ask-the-business-world.html
The top 5 percent of earners accounted for almost
40% of personal consumption expenditures in 2012,
up from
27
%
in 1992.
Largely
driven by this increase, consumption among the top 20 percent grew to more than 60
% over
the same period
.
Bottom percent? Went from 47 to 39%.Slide22
Businesses ‘Lost in the Middle’
Upscale
Middle
Downscale
Capital GrilleMacy’sGE $2000 appliances
Red
Lobster
Olive Garden
Sears/Kmart
Walmart
/Target
J.C. Penney
“Casual Dining”
Fridays ****
Chilli’s
Applebees
Varying
Dollar Stores
GE $800 appliancesSlide23Slide24
NewsSlide25
Which are the Wealthiest States?Slide26Slide27Slide28
Do celebrities matter? No so much..Slide29Slide30Slide31Slide32Slide33
Top 10 Metro Areas for Wealthy
Millenials Slide34
The Millenial Online World.Slide35
Mobile Devices Become Primary Entertainment SourceSlide36
Internet Adoption Rates Slide37
What influences people to buy?Slide38
News
Advertising from the restaurants, clothing stores and consumer electronics categories are the most trusted with diet products, financial services, pharmaceutical and cars the least trusted. Slide39
Source: http://research.yougov.com
/
Least Trusted ads by business type….Slide40
News
Soda sales collapse:Slide41
More on ads….Slide42
Many Countries seeing online Purchase growing.Slide43Slide44Slide45Slide46
“Bad Brands”Slide47
Who do you trust? – “Almost no one…”Slide48
Suspicion is growing….Slide49
There are only a few social media that matter overall…Slide50
Who Uses Which Social Networking Platform?Slide51
How long do people stay after clicking?Slide52Slide53Slide54Slide55
Why is the Super Bowl Still so BIG?Slide56Slide57Slide58Slide59
Younger and Whiter means More Mobile BankingSlide60Slide61Slide62Slide63
Aging and Marketing ChallengesSlide64Slide65Slide66
Slide67
Email is not dead, at all….Slide68Slide69
Compare vs. Web time of DaySlide70
Other concerns? PrivacySlide71Slide72
Younger Share More than ‘Elders’Slide73Slide74Slide75Slide76Slide77Slide78
Thanks for Listening
Copy of Slides?
Send Email to: Wtroy@unh.edu
Phone: 603-641-4345 (office)Slide79
BACK UP SlidesSlide80Slide81Slide82
‘Show rooming’ – in decline?Slide83
Who is actively engaged in social media with TV?