Marketing Aug/Sep 2017

Every issue of Marketing looks at the story behind brands and the people that devote their blood, sweat and tears to them. From one-on-one interviews with Australia's top marketing executives, to valuable case studies and strategy-level opinion, every page is authoritative and insightful.

Niche Media Pty Ltd
USD 5.30

en este número

1 min.

Marketing would like to recognise and thank the members of its Editorial Advisory Board for their invaluable guidance, including but not limited to Dr Michael Valos (chair), Caroline Ruddick, Erik Zimmerman, Mike Harley, Shannon Peachey, Trisca Scott-Branagan, Skev Ioannou, Cameron Woods and Peter Little.…

3 min.
editor's note

From theatre to sport to pots and pans, the one thing all actors, athletes and marketers have in common is the task of communicating with and satisfying an audience. I wrote in this editorial a couple of years ago about a pet hate I caught from Steve Sammartino, Dave McCaughan and others: the word ‘consumer’. It’s the economists’ definition of people as mindless input-output machines – about as complicated as a single-celled organism. Generalisations and predictions of behaviour are necessary, of course, but the language we use at the same time also affects how we see our customers. If we instead view marketing as a performance, our mindset is automatically and significantly altered. It helps us keep in mind that real, complex people are at the end of our messages and…

7 min.
experience makers: the rise and fall of festival marketing

“ You have to be so careful with the culture you create on all platforms and the management of these communities. The tide can change very quickly and it’s hard to reverse, so you have to plan.”– Alycia Emmerson, marketing manager, Secret Sounds Experience is being cited as the biggest threat to retail today. As wages remain stagnant, we’re choosing to spend less on products and services, and more on activities that make us feel something, providing us with emotionally charged stories we can relay to others. One industry reliant on experience for its existence is festivals – whether they be music, comedy, art or film. As one of the few commercial activities that guarantee an emotional response from its audience, a festival has the power to remain in attendees’ minds years…

1 min.
who’s doing it well?

BRAND: INTEL FESTIVAL: COACHELLA, APRIL 2017 Earlier this year, as tens of thousands danced at Coachella, something was happening above the main stage. What initially looked like fireworks or a light show quickly surfaced as an activation like no other: 300 synchronised Intel dancing drones creating shooting stars and artwork across the sky. Merging technology and art, Intel was able to create a unique experience for festivalgoers while cementing its brand as a leaders in the drone space. BRAND: FAST COMPANY FESTIVAL: FAST COMPANY INNOVATION FESTIVAL, NOVEMBER 2015 Experience trumped entertainment when the creators of Fast Company decided to celebrate their 20th anniversary with a five-day festival, rather than a party. Operating in New York, the first Fast Company Innovation Festival incorporated more than 100 events across 75 venues with site visits, panel discussions, keynotes…

2 min.
case study: so frenchy, so chic

Jean-François Ponthieux has been a fixture in the Australian music industry since he moved to the country from his native France in 2003. After spending time working at Filter Music and Petrol Records, he began his own small boutique festival, So Frenchy, So Chic, in 2011. “When I started I was doing old school marketing – TV, radio, posters, PR and digital banner ads,” says Ponthieux, “In my second year, I realised this approach was becoming obsolete and I had to pivot to avoid going bust.” Despite being something of a “private person” and having no social media presence personally, Ponthieux realised the importance of utilising these platforms. “I decided to learn everything I could about social. My first comprehensive digital campaign was in 2015; ticket sales increased by 20%”. Since then…

2 min.
portraits of patrons

11% ESSENCE 2.2 MILLION ADULTS The Essence segment tends to be well-educated professionals who are highly-active cultural consumers and creators, they are leaders rather than followers. Confident in their own tastes, they will act spontaneously according to their mood and pay little attention to what others think. 12% AFFIRMATION 2.4 MILLION ADULTS Affirmation welcomes culture as a way of enjoying quality time with friends and family at the same time as improving themselves as individuals. They are interested in less traditional artforms but will continue to attend large, mainstream events and activities as they offer a low-risk means of satisfying these varied needs. 29% EXPRESSION 5.7 MILLION ADULTS The Expression segment is in tune with their spiritual side. They are confident, fun-loving, self-aware people who accommodate a wide range of interests, from culture and learning to community and…