Marketing February/March 2018

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. * CONTENT PARTNER: a Marketing Content Partner is an organisation with which we’ve entered into a partnership to collaborate on content for the magazine (see page numbers listed for each) and/or exclusive benefits for Members of Marketing Pro. See for more information.…

4 min.
editor's note

What was your experience when you picked up this issue and saw the theme? Did you think, ‘Terrific! An important topic in my profession; reading up on it will help me sharpen my marketing knowledge’? Or, was your feeling a little less comfortable? A little more ‘if I come across that word one more time…’ If you’re anything like me, the word inspires a little bit of both. Very, very few of the articles that have come across my desk in my time here have not touched on experience in some way. As far as buzzwords go, it’s up there with the buzziest. Unlike a lot of others, however, it more than lives up to the hype. I feel like it’s in a pretty good place at the moment. Starting a few years…

7 min.
making memories

Scott Galloway, clinical professor of marketing at the New York University Stern School of Business and founder of business intelligence firm, L2 Inc, recently proclaimed that “the biggest threat to retail is experiences”. As wages remain stagnant and the cost of living increases, consumers are choosing to spend their money – and their precious time – indulging in unique experiences they can then share with friends and followers. Latching onto this shift in spend are brands that understand that in order to cut through their consumers’ attention walls, they must provide people with something different. Enter: experience marketing. In 2017, experience marketing was on the rise worldwide. A study by EventTrack found that 78 percent of marketers use experience marketing as a vital part of a brand’s advertising strategies and, more importantly,…

2 min.
how to do experience marketing well

1 KNOW YOUR AUDIENCE When you know your audience, you understand what excites them and what frustrates them. Identifying these points of pain and pleasure is one of the first places to start when considering how you may offer a solution. What would bring your audience joy? What would alleviate their frustrations? What would they want to share? 2 ENABLE BRAND INTERACTION One of the reasons experience marketing works is that people have the opportunity to engage with your brand before purchasing from you. Ensure any activation or experience ties in with a solution your business offers (whether a product or service). From one-to-one conversations through to FAQs (frequently asked questions) on social media posts, experience marketing can form an invaluable feedback tool for brands. 3 ENCOURAGE STORYTELLING One of the best metrics for experience…

2 min.
who’s doing it best?

REFINERY29, ‘29ROOMS’ US publisher Refinery29 created 29Rooms – “an interactive funhouse of style, culture and technology” – to bring to life many of the themes it discusses via its online content. The success of the first 29Rooms event in 2016 led to the concept running annually in New York and Los Angeles, as well as an online store where you can buy 29Rooms branded products any time of year. SO FRENCHY SO CHIC WITH KÉRASTASE, ‘BRAID BAR’ As a key partner of the French-themed So Frenchy So Chic music festival, Kérastase wanted to offer something that would engage its audiences and provide insight into what women wanted from their hair care. The Braid Bar offers festival attendees free braids (that many then post on their social media accounts), while Kérastase staff utilise the…

2 min.
generation ex

Treat yourself When deciding how to spend their money, 81% of Millennials (aged 18 to 34) choose to purchase an experience rather than an item. Their Generation X peers (aged 35 to 45) also favour experiences, at 72%. Socialites More than half (53%) of Millennials say they attend live events so that they have something to share on social. Three-quarters (74%) believe that attending a live event is the best way to show others what they’re interested in. Good causes Live events encourage thought and open exchanges of ideas: 81% of Australians say attending a live event has been more successful at expanding their perspective than reading about it online. Causes are often discovered online, with 67% of Millennials revealing that engaging with a NFP (not for profit) or political cause online has encouraged them to take action…