#Best Marketing Brekky Yet!_MAY 2014 NOTES

MARKETING BREKKY @ SOLOMON’S CAFÉ 2ND MAY 2014
This month we discussed all things marketing with a focus on updates in the digital space!

Agenda 1.       Started off with an introduction: Name, Role, What are you currently working on?

*Flexible and open to all members, with some interesting topics thrown in where required…

  Government Communications Australia Conference  

What: Exa sponsored the Government Communications Australia Conference: 26-28th Feb in Melbourne.

Who is GCA: GCA is a national organisation representing media, communications, marketing, events and public relations professionals working in Local Government across Australia. There was a lot of interesting talks and information available for marketers. http://www.govcomms.com.au/

Exa Presented a segment called ‘Cool Tools’ showcasing the latest updates for marketing in the digital world.

http://blog.exa.com.au/news-trends/presenting-cool-tools/

 
Google Glass  

http://www.thinkwithgoogle.com/campaigns/eleks-google-glass-experiment.html
 

Cool New Apps We discussed the new apps available on the market:

 

The Social Home Tour 2.0

http://www.thinkwithgoogle.com/campaigns/carvalho-hosken-the-social-home-tour.html

Augmented Reality a live, direct or indirect view of a physical, real-world environment; augmented by computer-generated sensory input such as sound, video, graphics or GPS data. Artificial information about the environment and its objects can be overlaid on the real world.

  IKEA’s 2014 Augmented Reality Brochure: ‘Place Furniture in Your Own Home’ http://www.youtube.com/watch?v=vDNzTasuYEw   An augmented-reality urban hunting game The Great Monteith's MeatPack Hunt: http://www.thinkwithgoogle.com/campaigns/DB-breweries-the-great-monteiths-meatpack-hunt.html

Government. Industry: gave an example an alcoholic brand app game utilising augmented reality (Jagermeister).

Question: how do sales increase as a result of a good app?

Discussion: engaging better with target market, spreading good will, creating an emotional response and brand acceptance, and affecting the buyer decision process.

INTERNETERVENTIONS APP http://www.thinkwithgoogle.com/campaigns/old-spice-interneterventions.html

Financial industry: came across a new app for an Ipad where you would put your Ipad over a section of land and visualise what could be built there (in relation to augmented reality) but the app never went to market.

Government. Industry: came across the video editing app downloaded for Apple, called Apple Splice: https://itunes.apple.com/au/app/splice-video-editor-free/id409838725?mt=8 .

Cool app that collects data from social media and creates interesting stats e.g. most positive interactions.

Organiser Feedback: Nokia introduced an AR app to show the quality of phone cameras with great success: http://www.thinkwithgoogle.com/campaigns/nokia-copter.html

New Tools Think Insights

 ‘Google has unveiled a new tool for marketers and agencies called Think Insights. Think Insights is a massive resource of information for marketers, providing the "latest research in digital marketing" as well as "industry-leading case studies and Google’s latest research, strategic perspectives, interviews with innovators and experts and more. Stories and case studies will be hand-picked by Google, spanning multiple industries and businesses, to provide inspiration and insight.’ www.google.com/think http://www.thinkwithgoogle.com/  

o    Perspectives Section: features insights and analyses from Google and industry experts

o    Statistics: section with up to date stats

o    Creative Sandbook:  check out ad campaigns in progress

o    Planning Tools: suite of tools to see how people are searching and how that correlates to your business and advertising campaigns: http://www.thinkwithgoogle.com/products-tools/planning-tools.html

o    Brand impressions

o    Mobile marketing tool

o    Consumer barometer

o    Google consumer surveys

o    Google trends

http://socialmediatoday.com/mike-allton/1307296/google-marketing-tool-think-insights 


  Rebranding  

Question: our organisation is currently undertaking a rebranding as we identified different types of clients e.g. those that are small to medium and more focussed on lower price and less creativity and those top tier that are interested in cutting edge design and strategy and are willing to pay big bucks for it. We undertook a rebranding exercise over several weeks where we met and analysed our brand and separate divisions. Developed a new logo that is an evolution rather than a revolution of the old one as rebranding can be quite costly and we didn’t to waste our pre-printed collateral and promotional material.

Any advice or experience from the group is welcome?

Government: we went through rebranding and engaged an agency to conduct the exercise initially. It is good to get an outside perspective and clarity. The change needs to be effectively communicated to all staff to reduce resistance. An evolution is a good idea to ensure the changeover does not affect the bottom line too much.

PR: rebranding cost one company quite a bit as they had many physical locations. You don’t just have to think about marketing collateral but signage and décor too.

Hospitality Industry: we conducted a survey and were surprised when we found a large update of female consumers for a product which was thought to be for males. This opened up a new market for our wines, and we had to consider what the change of demographic meant to our marketing and packaging. E.g. we now needed to think about how our bottles would look on a table at a wedding.

Responsive Design VS Mobile Site  

http://monetate.com/infographic/responsive-design-the-next-great-hope-or-all-hype/

 
SEO/ Updates Google Videos https://www.youtube.com/watch?v=KyCYyoGusqs

http://www.youtube.com/watch?v=k471NjCtSr8

 

Other Agenda Notes: ·         
Responsive VS Mobile Site VS App: There is a lack of education on the difference between a responsive design, mobile site and an app.

·         Financial Industry: How to get users engaging with a mobile site where there are logins as they would rather receive an email. Suggestion: work with their preference, send an email with links (make it easy).

·         Public relations industry: conducted an audit to find out how their target market prefers to interact and actually found that you need to do an audit or research with people for preferred method of contact.

·         Organiser:

·         Has an option in the CRM to add ‘preferred method of contact’. It is important to find out to better engage with your audience.

·         Landscaping industry: have implemented some more traditional marketing methods to engage their audience on all levels- not just digital.

·         Augmented Reality:  this topic inspires a lot of interest and engagement with the target audience. It can be useful in many industries including games, shopping and travelling.

·         Augmented Reality Travel App

 http://travmedia.com/images/uploads/gallery/233114/large/233114_num752259.pdf

*To keep up with this updates go to http://www.writeonitmarketing.com.au/the-woi-blog.html or follow Write_On_It on Twitter.

REMINDER

*If you would like to invite someone to an event, please email their name, company and position to christina@exa.com.au (there is a waiting list to attend). Only pen to marketing/communication managers working within medium to large organisations (not start ups, marketing/web service providers or agencies etc.).

 

Quote of the Day:

“In order to carry a positive action we must develop here a positive vision. Dalai Lama


Well, that's it for this month and I'm looking forward to the next Marketing Club. At this stage we are thinking July.

Christina Marie Giuffré