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View Larger Image Brand Newsroom 145: Customer centricity: The most obvious marketing trend ever? Customer centricity. It’s the latest marketing buzzword. What is it? Well, it’s all about prioritising your customer’s specific needs, observing them objectively in order to understand these needs, and developing products and service offerings to deliver on these needs.
My husband and I are in the process of relocating to Kansas City (well, actually, he’s there and I’m back in Michigan until our house sells). I recently traveled with him to Missouri to help move into our apartment and to get utilities, phone, internet and cable set up. While the gas and electric services were a piece of cake to sort out, the internet installation was another story.
Ninety per cent of the information our brain processes is visual and 40 per cent of people respond better to something visual than they do to text. Jeremy Stewart is a digital marketing consultant at Launchpad Creative and really understands graphics and design — so he’s the perfect person to help us understand how good design can help us sell our message.
Sarah has had enough. Having been bombarded by drip email campaigns for years, she lets fly at this increasingly popular — but often very annoying —marketing strategy. But, does it work? And, if you’re going to use it, how do you get it right? While Sarah might hate the tactic, companies that excel at drip marketing generate 80 per cent more sales at 33 per cent lower costs.
Here are some key take-outs: Often small businesses are falling into content marketing because they recognise the marketplace is there for businesses to provide a value add for their audience. Business owners often have a hard time getting their head around the idea of “giving away” their ideas and information — yet it works.
View Larger Image Brand Newsroom 141: Sandra Brewer on how to manage messaging for multiple brands Our guest this week is the director of Perceptive Marketing, Sandra Brewer, who joins the BNR team to talk about how to manage marketing for a portfolio of brands. This to answer to a question from a listener, Adrian Jones, who noted that companies with multiple brands must ha ...
Every year Brand Newsroom host Nic Hayes runs a series of events, called Meet the Media, around Australia’s capital cities. It’s a fantastic concept that allows brands to meet journalists and editors from major media outlets and find out how they can work with them more effectively. Needless to say, it’s hugely popular. Today, Nic, James and Sarah discuss the take-outs from this year’s series.
View Larger Image Brand Newsroom 139: Are marketing industry awards worth the effort? The marketing and advertising industries are awash with awards, but are they worth the time, effort and fanfare? The Brand Newsroom team takes a close look at the value of awards to an agency and, more importantly, to the client.
We’ve come a long way from the days when “media monitoring” involved a ream of paper clippings and transcripts turning up on the boss’s desk each morning. Technology has changed everything. Media monitoring has evolved into “media intelligence”. To help us understand what that can do for our brands, the BNR team is joined by MyMedia Intelligence co-founder, Paul Chapman.
It first came to prominence in the gaming world in the 1990s, but virtual reality is a product whose time finally seems to have come. Marketers the world over are embracing the technology in the hope of redefining customer experience. So, how can we use it? First some terminology: Virtual reality is when the user puts on a headset and their experience, everything they ca ...
BNR’s producer, Dan Hatch, joins Nic Hayes and Sarah Mitchell to take a deep dive into what’s going wrong with the media these days — from credibility, accountability, shrinking newsrooms and falling advertising revenues to fake news and “churnalism”. Here are some key take-outs: Shrinking advertising revenues have led to shrinking newsrooms and reduced quality.
The team discusses innovative and cost-effective marketing tips for start-ups. How can start-ups approach marketing to ensure they get a return on investment? And is there anything big companies can learn from how these newer enterprises promote themselves? Here are some key take-outs: Earned media is a great way to get free publicity.
Professor George Lakoff of Berkeley University says US President Donald Trump uses four main tactics to set the news agenda through his tweets. Here’s his analysis: So can brands use similar tactics? Or would that be a formula for disaster? Today the Brand Newsroom team takes a look at what we can all learn from Trump’s Twitter.
For the past two weeks Australians have watched a PR disaster unfold. A video called “Keeping it Light” (made for the Bible Society), featuring two conservative politicians drinking Cooper’s Beer and discussing same-sex marriage, sparked outrage in the community. Jamie Wilkinson from Cannings Purple joins Nic and Sarah to break down what happened.
Lush Digital’s senior producer, Ian Bignell, joins James and Nic to dissect the Department of Finance’s “Game Changers” video — which has gone viral for all the wrong reasons. Where did they go wrong? And how do you ensure your corporate video delivers for you and doesn’t turn you into a laughing-stock? Here are the links you might need: Watch the now famous “Game Changers” video, here.
What’s best practice when it comes to sharing bad or difficult news? What are the strategies to employ? Is honesty always the best policy? What do you do if you’re caught unawares by circumstance? Here are some key take-outs: People try to avoid making bad news public in case it does damage, but bad news will almost always find its way out into the public and then it’s likely to do even more.
John Kapos is a Sydney chocolatier, known to thousands of Snapchat users around the world as Chocolate Johnny. He was an early adopter of Snapchat and he joins James and Sarah today to talk about how the platform has transformed his business. Here are some key take-outs: Snapchat is an opportunity to tell stories using images or video.
PR Warrior Trevor Young joins James and Sarah to discuss whether it ever OK to publish your content on someone else’s platform, like Medium or LinkedIn Pulse. What are the risks of “building on rented land”? Is it always better to publish on media you actually own, like a blog? Here are some key take-outs: There’s a shift towards publishing where the audience is.
The Super Bowl is America’s biggest sporting event and it has the world’s most expensive advertising slots — so we normally see some wonderfully creative ads. But this year we also saw far more brands using the platform to make a political statement — especially about President Trump’s immigration policies.
With the invention of “influencer marketing”, product placement has jumped from the silver screen to the smartphone screen. But now, in Australia, the free-for-all is over. New advertising standards mean from next month brands will have to disclose their influencer marketing deals. James, Nic and Sarah take a close look at marketing and advertising deals and why it’s important to disclose them.