Marketing August/September 2014

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.

País:
Australia
Idioma:
English
Editor:
Niche Media Pty Ltd
Periodicidad:
Interrupted
USD 5.30

en este número

2 min.
psyched out

We’ve got a bit of a treat for you this issue. Two authors, writing independently on the same topic, both fantastic pieces, but with very different attitudes. The first is the author of a book every one of us has read: How Brands Grow. Professor Byron Sharp, director of the Ehrenberg-Bass Institute, is a bit fed up with marketing’s current fascination with behavioural economics. Subconscious decision-making is a sensible focus, of course, due to the nature of humans to make so many decisions with very little conscious effort. But when those notions are overstated, or exaggerated, it ends up smacking of the bunk subliminal craze of a half-century ago. It’s not that there’s no worth in studying and employing subconscious effects, he writes on page 42, but Sharp does reject the…

1 min.
he said / she said

“I’M DAVID HASSELHOFF, AKA THE HOFF, AND I’M HERE TO BECOME RELEVANT AND ENGAGING.” – David Hasselhoff speaking to Cannes Lions TV “IN THE AGE OF CONTENT, THINK LIKE A MARKETER, BEHAVE LIKE AN ENTERTAINER, MOVE LIKE A TECH START-UP.” – PJ Pereira “STORYTELLING HAS BEEN MANKIND’S FAVOURITE ACTIVITY, UP THERE WITH SEX AND SHOPPING.” – @ThamKhaiMeng “DESIGN NEEDS TO PARTICIPATE IN HR, FINANCE, MARKETING; ELSE IT’S JUST IMPLEMENTING OTHER PEOPLE’S IDEAS.” – Yves Béhar “NEVER FORGET ABOUT DISTRIBUTION – YOU MUST GET THE RIGHT STORIES IN FRONT OF THE RIGHT PEOPLE.” – @Adobe “I HAD NO IDEA WHAT WOULD WORK AND I WAS EXTREMELY NERVOUS ABOUT MY FIRST TWEETS. IN FACT, I THINK I CONSULTED MORE THAN ONE PERSON OVER EACH TWEET TO MAKE SURE THAT I GOT IT RIGHT.” – Sir Patrick Stewart tells Cannes Lions TV about joining…

6 min.
the bentley boys ride again

When legendary WWI aero-engineer Walter Owen Bentley started making grand touring cars in the 1920s, he figured the best way to market them was to enter them in races. The decision set in motion one of the most successful chapters in motorsports history, with Bentley winning France’s iconic 24 Hours of Le Mans five times between 1924 and 1930. His cars were piloted by the Bentley Boys – a group of wealthy, bombastic aristocrats and playboys who gravitated towards the brand because it was the fastest, the loudest and the best. Men like motoring journalist Sydney Charles Houghton ‘Sammy’ Davis, submarine commander Glen Kidston and diamond dealer Woolf Barnato, who won Le Mans thrice – a record that remains unbroken today. The Bentley Boys were the toast of London society –…

10 min.
let me entertain you

If the cliché that ‘content is king’ is to be believed, then branded entertainment must surely be the captivating queen. Memorable and engaging, branded entertainment is providing marketers with a way to express brand values and create meaningful connections with audiences across the globe. In Australia, however, where 93 percent of marketers are using branded content, according to Content Marketing Institute research, it’s estimated that almost 90 percent is written factual content, which presents a huge opportunity for brands willing to engage in fictional storytelling. Faced with a bombardment of advertising and marketing messages, audiences are choosing to switch off and seek out entertainment. Audiences are crying out for entertainment and this desire is presenting marketers with an amazing opportunity: create a great piece of entertainment and be rewarded with a captive and engaged…

Lego Movie DVD cover 728w
8 min.
brand management for the cmo

This is the fifth in a series of articles that look at the six key specific marketing skills required by CMOs (chief marketing officers) to be successful in the contemporary environment: strategic insight, digital strategy, marketing innovation, customer insight/marketing metrics, brand management and commercial/financial acumen. Unlike some articles on marketing skills, the focus in this series is on a strong implementation link to strategy. The assumption underlying this series of articles is that senior marketers need more than technical skills to be promoted to be successful leaders. A 2014 study by Mindshare shows brands at a potential crisis point. For example, in 2010, 66 percent of consumers agreed with the statement ‘When I see or hear something interesting about a brand I like to pass it on’, but in 2013 that number…

Bunch of tomatoes Valos Advantage
10 min.
a complex sector

Unlike marketing in most sectors, marketers of property developments deal with a unique set of circumstances. The biggest: selling extremely valuable products that don’t exist at the time of purchase – essentially trading in promises. So how do they manage to sell intangible products that buyers save up their entire lives for? We ask five marketing directors from leading Australian property developers about their ever-evolving strategies in changing markets. KNOWING YOUR MARKET As with marketing in any other field, property marketers listen to the needs of their target markets in order to adequately engage them. This means recognising the emotional and rational motivations of prospective buyers. “Property is often the biggest purchase in the lifetime of a buyer, and represents much more than material worth,” says Stefan Mielewski, marketing manager at Australand.…