Me Navman, you Jane

Last year I became the owner of a sat nav. I didn’t buy it for myself, it was a birthday present. Though I’m bound to wonder why my family think I might need electronic navigational guidance from the sky… after all, I’m a bloke therefore surely it follows that I can read a map and I will have an instinctive sense of direction…?

Of course not and once again there's a market survey report as evidence. In fact the survey of 1,000 drivers by Esure car insurance showed that more than a third cannot read a basic road map. In fact, over 80% did not recognise that blue-coloured roads on maps were motorways. And just to be clear, the survey results showed fairly equal skills (or non-skills) between the sexes.

So it would seem this really is the age of TomTom or Nav (Wo)man. On top of the 16 per cent who no longer keep a map in their car, more than 60% do not keep up to date maps.

It’s unsurprising perhaps that about three in five also say that they could not live without their sat nav.

Now this is where I’m different, because I can live without mine. Or ‘Jane’ as she is affectionately known...

Because one thing about Jane over previous versions of map reading assistants I’ve had is that Jane comes with an ‘off’ button. Not that I could tire of her voice, just the opposite actually… she’s just too polite, which can be frustrating.

Sometimes I miss a turning. And more often than is acceptable, Jane is just not as clued up about the local routes as I am. In either case, Jane will assume that it was me that went the wrong way. With unwavering composure and persistence will insist I turn around when possible.

There is no chance of having a good old row with Jane.

Presumably that’s why about 50 per cent of drivers say that their sat nav drives them mad at least once a month. I reckon it’s not because they get sent on wild goose chases but because drivers realize that they’re swearing at a computer and might as well be talking to a brick wall.

Wishing you all safe travels for 2009.

Guilt-edged Marketing this Christmas

I’ve had a few discussions recently at some of the networking groups I attend about how we are embarking on “interesting” times. And whilst discussing how increasingly interesting these times may become, most of those I spoke to are wary that trading was going to get more difficult, despite the fact that nearly all seemed to be rushed off their feet in the run up to Christmas.

I know too well that when recession bites then businesses start to look for cost cutting measures. Market research tends to be one of the things first in line for the chop. Something that could give businesses cutting edge intelligence over less market savvy competitors yet is considered a luxury to be enjoyed during successful times rather than a differentiator and an essential part of regular business planning.

But, tough times mean tough decisions and all hands to the pump. Strategic marketing is replaced with knee jerk, desperate and direct sales activity. Investment in building business relationships through networking events and a chat over coffee is replaced with time in the office “doing real stuff.”

So we should not be surprised then that some new research by Vanson Bourne and T-Mobile found that 81 per cent of leaders of small and medium sized businesses are planning to spend less time out of the office during the festive season because they feel guilty about doing so.

This is despite that 76 per cent of them admitted that the current financial climate has made attending networking events more important to them. They know it, they just can't trust themselves to do it.

In my experience December is a time when there are twice as many networking events to go to. That’s twice the opportunity to refresh connections and agree a business catch-up in the new year, twice the opportunity to meet a new trading partner, and twice the opportunity to get out the office and make a difference to the year ahead!

Party to some stress

Last weekend we played host to THE garden party of the decade.

The barbecue saw its first outing of the season with food prepared for 20 people, drinks were served off ice from 4pm and a 27 feet long gazebo adorned with balloons was shoehorned along the south-facing side of the house (thankfully to provide sun shade rather than as a rain cover as Camelford seemed to be enjoying its own microclimate that day.) The grass had been freshly mown a day earlier with the lawn edges neatly strimmed. Inside, the house had been cleaned from top to toe.

Just to put into context, this was for a birthday party conceived by and hosted for our excited 11 year old. The parents among you will know that kids’ birthday parties these days are rather different than the modest two-or-three-friends-round-for-sausages-on-sticks-after-school events of my generation.

Party 2008 is engineered with military precision and can take weeks to plan and nothing escapes a risk assessment. Classroom politics dictate who’s on the guest list. Invitations are bespoke desktop-published rather than templated, pastel shaded, slips featuring Rupert the Bear… RSVPs come by text, email and Skype…

It would seem that the Rush household is not alone. A recent survey by children’s party organisers Les Enfants says that three quarters of British mums find organising a child’s party stressful and 26% feel under pressure to throw bigger, better parties each year. 35% give out party bags for guests to take home, just because that’s what everyone else does (what happened to just taking home a piece of cake if you were too full to eat it at the party?!)

And let’s not forget the politics: 61% feel that you should only invite your child’s close friends while 36% feel it’s fairer to invite everyone in their class.

Contrary to my natural calling, I stopped short of providing our guests with party feedback forms … although the qualitative feedback from the playground on Monday morning was that it was a “cool” party. It was worth the stress.

Let’s face it, next year could be different. Jelly and ice cream in the garden could be replaced by a trip to McPizza-U-Like and the latest teen flick. As parents we’ll enjoy it while we can, thanks!

Rising to my responsibilities

How often do we surprise ourselves at how quickly time flies? Apologies, readers, for it seems I have been asleep for nearly two months….

I have been rudely shaken out of hibernation for a couple of reasons: firstly, someone asked me the other day whether I was ever going to post to the blog again (yippee - someone’s noticed!) and secondly, the result of my wife giving me one of those “eye rolling, oh never mind” looks this morning.

You see, with our children up at the crack of dawn this morning to get ready to go camping for the weekend with their grandparents, my wife was up and about to deal with the final stages of packing (another story – just how much luggage do two children really need for 2 days away!!) Of course, I was expected to follow suit and so I was woken up with a mug of tea and the instruction, “when you’ve had that please will you go and give Lucy her breakfast.”

Apparently.

Because somewhere between drinking the tea, opening my eyes and getting out of bed (in that order) I had managed to squeeze in an extra snooze. Getting up and throwing on some clothes, I realised that Lucy (6) was now in the bath, breakfasted and watered and was now considering which of one her crate-full of Barbie dolls would be lucky enough to go on holiday with her.

It’s an interesting phenomenon that Mrs R doesn’t fully understand; the fact that I can open my eyes, exchange good morning greetings, show gratitude for the mug of tea… yet apparently have no recollection of the conversation… and any agreements of help that we may have contracted as part of that conversation. Sorry… message sent does not necessarily mean message received!

Marketers, however, do understand this; that human beings are creatures of habit and routine, and trying to break into the programmed cycle is difficult. A survey by advertising agency BBDO Worldwide last year shows that most of us already have a complex morning ritual that lasts up to one hour and in Britain we have an average of 6.9 activities to get through before heading out the door. 69% of people get irritated when their routine is disrupted.

In my defence I can tell you that for regular weeks, Mondays to Fridays, my mornings are a well rehearsed and efficient routine that involve shaking the kids out of bed, explaining to them that getting dressed is a necessary activity before school and providing breakfast before eventually leaving the house.

Autopilot I can do. Plugging into an irregular programme on a Saturday morning, at least for a man in 2008 BC (Before Cornflakes) is far more of a challenge.

Why do I DIY?!

So here we are facing the long Easter weekend. For some it’s a welcome break after a fervent start to the new year, to catch a breath and say hello to the Spring.

For others, like me, I’m thinking it’s a chance to get a few odd jobs done around the home. In particular I’m looking at that broken floor tile in the kitchen and the bathroom door that’s rubbing on its sill…

But perhaps I should just put my feet up and not move from the sofa in front of the TV. Because unfortunately, according to a survey of 2000 householders by Allianz Insurance, one in six of us are going to wreck our homes this Easter weekend as a result of over-zealous DIY ambitions!

As a result, the UK insurance industry expects to pay out on the damage caused to the tune of £25million, with claims averaging £600.

Six hundred pounds! That’s more than a bit of bodged decorating or a collapsed shelf. That’s calamity on the Frank Spencer scale.

So what is it about DIY that we abandon our fears of self harm (30% of us admit to having injured ourselves in the course of DIY) to embark on projects where the odds for complete success are not so great?! Let’s face it, there’s every chance that as a result you’re going to end up worse than when you started, completely demoralised, or in hospital.

Too many of us, it seems, bite off far more than we can chew. The survey says a fifth of people admit to having one uncompleted DIY job on the go at the moment, with 6 per cent having five or more jobs unfinished. It probably doesn’t help that 55 per cent start a DIY job without the correct tools and almost half have started a DIY job without really knowing how to do it - including electrical and plumbing jobs.

Still… will this make any difference? Of course! I now know the risks and I have assessed my limitations. And there’s a whole bank holiday weekend ahead of me! See you in Homebase!

Or I could wait until Tuesday and then call in the experts. Happy holidays everyone!

Listen up!

I spent Wednesday afternoon last week in the company of those good people down at Atlantic FM. For one afternoon only I was given access to the airwaves as a business expert to comment on our expectations for, and feelings about, the results of Chancellor Alistair Darling’s first Budget. Fortunately for the listeners, I wasn’t alone: Peter McGahan from Worldwide Financial Planning, a real financial expert, was also there to give some proper insight into what was going on!

I’ve been into Atlantic FM a few times and you can’t help but get caught up in the buzz and I do follow the station’s progress with more than just a passing interest.

Because if there’s one industry that is obsessed with statistics and market research, it’s radio. Nearly all of us “use” radio; in fact (officially) 9 out of 10 of us listen in each week. Four times a year shareholders, stakeholders and station managers, BBC and commercial networks alike, eagerly await the latest figures from RAJAR.

I’ve been musing over the latest set of data for the period ended December 2007, seeing how our own local stations (Pirate, Atlantic and BBC Radio Cornwall) have been doing.

I must admit that I’m fascinated by it – and commend the industry for having this running benchmark of its performance, with all of us able to see who’s made gains and who’s lost out. Though I do wonder how many realise they’re sitting on a fantastic source of market intelligence. Often the headline results are trotted out only to bash the opposition or to lever a sales pitch.

My business is tainted by that old maxim, “lies, damn lies and statistics” especially when data are used inappropriately or in absence of a genuine argument. On the other hand, sometimes you just need a stark statistic to get people to sit up and listen.

Which, of course, is exactly what Atlantic FM and co. would like you to do!

Eco-driving down the cost of motoring

The B3266 between Camelford and Bodmin is a route I know well, having driven it almost daily for the past 16 years. And since 3 or 4 years ago it has been designated a 50 mph speed limit.

The law abiding citizen I am, I pretty much keep my speed to the 50 mph limit, though I’ve heard several of my fellow Camelfordians bemoan the fact that it’s not still the black stripe through white circle, "national speed limit applies".

But I have to say that I’m happy with how it is; in fact I do feel safer on the road and although I don’t have the facts to back it up, my impression is that there have been fewer accidents on this stretch of road since the speed limit was imposed.

And I’ve noticed something else.

Unless there is absolutely nobody else using the road that day, by capping my speed at 50 mph over the 13 mile journey from or to work I reach my destination in near enough the same length of time - give or take a minute or two.

Not only that, I noticed that I was using less fuel in a week by being forced to knock 10 or 15 mph off my top speed and therefore reducing the bursts of acceleration and hard braking.

Obvious you may think.

Apparently not. I was interested to read the results of a survey issued by the RAC this week that showed motorists could save themselves £100 a year by “eco driving.”

Apparently more than three quarters (77%) were not aware that under-inflated tyres increased fuel consumption and 27% did not know that switching off their air conditioning would reduce fuel consumption.

But what surprised me the most was that 60% were unaware that changing gear when their engine revs were high could reduce fuel consumption!

PFA Research hasn’t surveyed motorists recently but we do speak to a lot of businesses. Many are on an exciting journey, aspiring to grow, trying to cut costs and get as much mileage as possible out of their limited resources.

But how many I wonder are working the engine hard without making sufficient progress along the road? Of course, if they haven’t got a rev counter on the dashboard then they’re probably not driving as efficiently as they could be.

Now... how shall I spend that £100 I've saved by my smart eco-driving? Some new 'go faster' stripes for the side of my Peugeot maybe...