Renovation statistics

A bit outdated (the report’s from 1999) but perhaps worth looking at… http://www.abs.gov.au/ausstats/abs@.nsf/2f762f95845417aeca25706c00834efa/062c1f689e72a59cca2570ec000b922d!OpenDocument

Article to mine for info

http://www.smh.com.au/articles/2003/06/13/1055220770213.html

Target market identification

Hi guys,

After perusing the data over Easter and brainstorming media opportunities I’ve had a kind of epiphany — I think our market are actually architects. My reasoning is as follows:  most of the households in the demographic which can afford the discretionary extra spend for natural wool insulation do not carry out their own renovations. DIY is a tiny enough segment as to be entirely insignificant. In fact, most of our target market are professionals in their field, but not in construction. They are time poor but status driven. As a result, when making significant alterations to their habitats, they’re likely to hire an architect.

I have called Architecture Media, a leading publisher of glossys to the architecture trade, and asked them to send me a press pack. This should hopefully also give us some insight into our primary market, as I’m now convinced that what we should actually be engaging in is B2B marketing. Naturally with a B2C  component. I’m thinking something along the lines of “How do we know our product is safe? We’ve been testing it on humans for over 20,000 years.” Visual of a child hugging a sheep in front of a Mongolian nomad ger.

I know, I know, I’m getting a little ahead of myself. Here are the next steps I propose and which I will begin ASAP:

- Contact Master Builders’ Association  http://www.masterbuilders.com.au/index.asp and ask for stats on how many residential jobs come through architects.

- Contact the Royal Australian Institute of Architects http://www.architecture.com.au/i-cms?page=1 and see if we can’t find some info on how they currently approach the question of insulation.

See you tomorrow!

Xp