In the latest episode in the Marketing Dividends series presented by AANA, host James Hier speaks with three of Perth’s top marketers to discuss the value of legacy, impacts of adjacent categories and dealing with the boom-bust cycle of WA.
Joining him is Mike McKenna, CEO Optus Stadium; Chris Singleton, interim executive chairman at Cycliq and Alice Manners, chief of digital, marketing and product at Cash Converters.
As the architect of Cricket Australia’s Big Bash League, McKenna has progressed from running a sporting code to a sporting stadium.
“It (Big Bash League) has given me good insight into how to run a stadium as both are all about the fan. We’ve got to create a fan experience," McKenna says.
"It’s about creating stories that people understand and can engage with. The Big Bash League was one such story, bringing a big new stadium to life is another."
As the mining boom in WA has come to an end, Cricket Australia’s Big Bash League needs to adapt a different marketing strategy.
“As a stadium, we are offering a product at a high price point so it’s about convincing people that the experience offered justifies a share of their tighter disposable income. We’ve also got to help get WA on the radar and be part of the tourism solution," he says.
Alice Manners explains how Cash Converters is going through its digital transformation.
“Moving from a clearly defined category of second-hand goods into an adjacent category such as personal finance is not without its challenges. But we have 89% brand awareness which we aim to use to communicate and lead our customers to consider new offerings,” Manners says.
In terms of the boom-bust cycle of WA, Cash Converters sees the current economic climate as a good time for digital marketers.
As Cycliq's focus is a consumer based product, it is a challenge establishing itself in the tech market.
“Therefore, it’s about analysing what the customer wants, delivering clear messages and defining a product development pathway pitched at the right price and channels,” Singleton says.
With regards to Cycliq's communication and marketing, the brand is doing well by gaining initial market share from advertising.
“In the UK, we’ve got 37% brand awareness and for a startup that’s significant. Moving toward the future, PR and gorilla marketing will lead to better results. The challenge for us now is to achieve this in Australia and see if we can replicate this model on a global scale.”
You can watch the episode here:
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