Marketing June - July 2016

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.

* 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 more information. 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.…

1 min.
publisher’s note

“Do you love me?” “No, bugger off.” That question should never be asked by an adult or a marketer. If I love you I will tell you, in my own time and never after you have asked me for the ultimate endorsement. To receive my love you need to satisfy me on many levels, unless you are my child, football team or pet. You need to speak to me spiritually, emotionally, intellectually and physically. I need to miss you when I don’t have you; I must trust you implicitly and we must respect one another. I like this issue a lot and hope you do too.…

2 min.
editor's note

There’s an ad going round at the moment for Frank Health Insurance with the strapline ‘You won’t love us, you won’t hate us’ Launched toward the beginning of this year, the campaign taps into one of the key debate points you’ll find throughout this issue. Kevin Roberts’ Lovemarks has been eminently popular among brand managers since it was first published in the early noughties. As brand custodians, we love our brands. That’s important, of course, although it’s beside the point. Do we need our customers, our audiences to feel love, actually? Or anything even approaching that fiery human emotion? Mark Ritson’s column on page 96 argues that they won’t, so don’t bother. Does BOQ’s strategic project to bring ‘love’ into the heart (ha) of everything it does, internally and externally, prove it’s not…

3 min.

Noun 1. An intense feeling of deep affection. 'What does love feel like?' a) A deep romantic or sexual attachment to someone. 'We were slowly falling in love.' b) A great interest and pleasure in something. 'Sandra has a love of food.' c) A formula for ending an affectionate letter. 'Take care, love, Peter.' 2. A person or thing that one loves. 'She was the love of his life.' a) A friendly form of address. 'Take care, Peter, love.' 3. In tennis and squash, a score of zero. 'Two sets to love.' Verb 1. Feel a deep romantic or sexual attachment to someone. 'Do you love me?' a) To like very much; find pleasure in. 'Why yes, I’d love to dance.' Origin: Old English lufu, of Germanic origin; from an Indo-European root shared by Sanskrit lubhyati ‘desires’, Latin libet ‘it is…

9 min.
open arms win open minds

“Australians are too smart to be fooled by brands becoming all-inclusive only after it has become compulsory.” In Australia the over-50s currently spend $200 billion per year. The lesbian, gay, bisexual, trans-gender and intersex (LGBTI) community spends $20 billion. Combined with the fact that women make the majority of buying decisions in Australia, does that mean a LGBTI woman over the age of 50 is a marketer’s primary target? At the Ad:tech conference in Sydney recently, a panel of experts from four diverse sectors discussed the challenges and trends when it comes to diversity marketing. They included Ben Mulcahy, a specialist in advertising to LGBTI audiences, Bec Brideson, a leading industry voice in marketing to women, Michael Farley of over-50s publisher Wyza and Tamar Simons of the Jewish International Film Festival. Brideson said the…

1 min.
maxwell house and passover

Maxwell House has been the Passover Coffee for over 70 years. Which shows diversity marketing is not necessarily a new thing. In the 1930s in the US Maxwell House published a free Haggadah – the book that’s read during the festival of Passover – and it has been reprinting it for over 70 years (so content marketing isn’t so new, either). The brand has become so well-associated with the festival that very few US Passover tables would be missing their Maxwell House. Maxwell House was the first coffee in the US to be certified kosher for Passover in 1923. The marketing department met with rabbis and scholars and put together a Haggadah. They printed the first Maxwell House Haggadah back in 1935, ‘Compliments of the Coffees of Maxwell House’ free of charge…