Mongrel Marketing is doing its bit to mix things up with a regular Podcast to equip marketers with some meaty ideas and introduce you to champion Mongrels. It’s 15 to 25 minutes that are guaranteed to teach you some new tricks.
If you’re new to Podcasting don’t be shy. The word ‘Podcasting’ is in fact misleading as recent US research shows that 52% of Podcasts are listened to on a PC rather than an iPod. It’s as simple as click and listen.
This show looks at what you need to do with your brand in a post GFC world, given the significant changes in consumer sentiment. We interview James Cockerille the Sydney based head of strategy for branding firm Landor and Associates about his recent project developing the brand strategy for Melbourne. Included are topics like the impact of social media on brands and how clients need to own their brand.
James Cockerille
Director of Strategy
Landor Associates
Level 11, 15 Blue Street
North Sydney NSW 2060
Ph: +61 2 8908 8713
Mobile: +61 414 811 133
Email: james.cockerille@landor.com
The design public responds to the new City of Melbourne identity
A bit about Muji, the non-brand brand
James dissects the paradox between price-pressure and brand value
James suggests luxury needs to move beyond materials and price-stunts
Landor on Breakaway Brands for 2009
Landor on Green Brands for 2009-09-11
In this Mongrel Marketing exclusive, listen to one of the Keynote speeches from the recent ADMA Forum Marketing Conference. The Speaker is Mongrel Marketing’s own Douglas Nicol who talks about marketing in today’s challenging environment. He looks at the changed mindset of the Australian consumer, which you need to factor into your marketing thinking, then demonstrates how 10 minutes per day can get you much closer to that changing consumer mindset. Along the way you will get new insights and case studies to inspire your marketing ambitions.
You can download a PDF of the PowerPoint slides for the presentation in order to get the most out of the Podcast.
Not Drowning Just Waving.pdf
In this show we look at the growing practice of engaging customers through Branded Online Communities. We meet an expert in the field, Jeff Carruthers, Managing Director of Resonate, who has created Branded Online Communities for Woolworths, Hungry Jacks and Harley Davidson. He tells Mongrel Marketing about the basics of what a Branded Online Community is, key success factors and possible pitfalls. Importantly he also looks at the economics of such a community. It is essential listening for any marketer with a strong brand following...
Jeff Carruthers
Managing Director – Resonate Solutions
Level 1, 66 Berry Street
North Sydney NSW 2060
Ph: 02 9957 9400
Fax: 02 9957 9499
Mobile: 0414 556 244
Email: jeff.carruthers@resonatesolutions.com.au
Segmentation allows us to target discreet groups in the middle ground between personalised and mass marketing. As a tool it helps identify clusters to improve yield and increase customer acquisition and to drive business planning and pricing.
In this podcast we speak with Sue Cash, a rare breed of data planner who speaks plain English, and Edward Baral, Group Marketing Manager for Fairfax Business Media, who talks about how to get data planning right from a client’s perspective.
Edward Baral
http://edwardbaral.blogspot.com/
Sue Cash
sue.cash@resonatesolutions.com.au
Segmentation allows us to target discreet groups in the middle ground between personalised and mass marketing. As a tool it helps identify clusters to improve yield and increase customer acquisition and to drive business planning and pricing.
In this podcast we speak with Sue Cash, a rare breed of data planner who speaks plain English, and Edward Baral, Group Marketing Manager for Fairfax Business Media, who talks about how to get data planning right from a client’s perspective.
Edward Baral
http://edwardbaral.blogspot.com/
Sue Cash
sue.cash@resonatesolutions.com.au
In this podcast, we talk to one of Australia’s best media thinkers, Phil Hayden, about how to avoid stuffing up your media spend decisions and how to navigate the increasing array of media choices facing clients. He also shares with us the media case study with the strategy that he most wishes he had thought of.
We also speak with demographer Bernard Salt, who gives us his view of the truth behind Australian consumers concern about environmental issues, what gets Gen Yers out of bed in the morning, Boomer work patterns and what the new Census data release tells us about the traditional family unit – and it’s NOT what you might expect!
Phil Hayden
Director
Bellamy Hayden
Level 1
21 Mary Street
Surry Hills
NSW 2010
www.bellamyhayden.com.au
Phone 02 8202 1555
Fax 02 9211 0625
Bernard Salt
www.bernardsalt.com
e-mail: fmevans@kpmg.com.au
Telephone: +61 3 9288 5513
Fax: +61 3 9288 5162
Learn the nuts and bolts of mobile marketing through case studies and an interview with the CEO of Legion Interactive, David Burden.
David Burden
CEO Legion Interactive
| 00:00 | Intro: What is Mobile Marketing? |
| 02:46 | The technology used in Mobile Marketing |
| 07:01 | Strategic applications of Mobile Marketing |
| 08:40 | Customer Aquisition |
| 10:28 | Loyalty/CRM |
| 11:48 | Content |
| 14:35 | Interview with David Burden. |
| 24:06 | Finish |
Guide to Search Engine Marketing (484 kb)
Cover the basics then meet two leaders in the field of SEM, Tony Surtees of the Santa Clara Group and Stephen Knowles of Downstream Australia.
Stephen Knowles
Director Downstream Australia
email: steve@downstreamonline.com.au
mobile: 0403 131 116
www.downstreamonline.com.au
Tony Surtees
Director Santa Clara Group Pty Limited
469 Darling Street
BALMAIN NSW 2041 AUSTRALIA
Phone: +61 2 9555 5229
USA:+1 (650) 2668274
Email: tony@scgroup.biz
IM Y!: tonysurtees
Skype: tonyscgroup
www.scgroup.biz
| 00:00 | Intro: What is Search Engine Marketing (SEM)? |
| 01:22 | Search Engine Optimisation (SEO) |
| 03:53 | Search Engine Advertising (SEA) |
| 05:30 | Click Thru pricing |
| 06:38 | The art of SEM |
| 09:11 | Innovation and the future
Ad scheduling Search Engines become Merchants Search and the mobile phone |
| 12:24 | Interview with Stephen Knowles. What are the common pitfalls in SEM? |
| 13:50 | Tell us about some recent case studies in SEM? |
| 16:40 | Interview with Tony Surtees. Tell us about the change in mindset required in order for marketers to get the best out of SEM? |
| 20:20 | Retail Case Studies |
| 11:09 | SEM is one part of a new world of marketing - tell us what that world will look like in the future? |
| 23:20 | Finish |
Guide to Search Engine Marketing (1mb)
Podcasting has grown from zero in 2004 to a mainstream activity in 2006, so it's worth understanding if it has a place in your marketing program. Includes case studies from IBM, Volkswagen, American Express and Tower Records.
| 00:00 | Introduction |
| 01:00 | The Basics: What is a Podcast? |
| 02:39 | Who is doing it? Size of the market |
| 05:02 | The flaws and challenges with this Channel |
| 05:58 | Applications in Marketing 1.Direct Response Mechanism 2.Building Emotional Loyalty 3.Brand Engagement |
| 06:33 | American Express Travelcast |
| 07:58 | Volkswagen Detroit Motorshow Case Study |
| 09:32 | Tower Records Case Study |
| 10:43 | Johnny Walker Brand and DM |
| 10:26 | Retail Case Studies |
| 11:09 | IBM 'The Future Of... ‘ |
| 13:25 | Content |
| 16:55 | 5 Questions you must ask when planning a Podcast for Marketing purposes |
| 21:22 | Finish |
Guide to Podcasting.pdf (1.5mb)
Three brand experts take you through Branding 101. See what Nicole Sparshott, Director Brand Development at Unilever; direct marketer Nick Mercer of MercerBell; and the CEO of Leo Burnett, Tim Castree have to say about branding today.
Nicole Sparshott
Marketing Director Brand Development, Unilever
feedme@mongrelmarketing.com.au
Nick Mercer
Managing Director, Mercer Bell
Level 3-71 York Street
Sydney NSW 2000
Phone: 92990802
www.mercerbell.com.au
Tim Castree
Managing Director, Leo Burnett Sydney
162 Blues Point Rd
McMahons Point
NSW 2060
Phone: 9925 3555
www.leoburnett.com.au
Damian Pincus
Director,The Works Sydney
Level 2a
4 Glen Street
Milsons Point
Sydney NSW 2061
Phone: 9459 4500
www.theworkssydney.com
| 00:00 | Introduction |
| 00:54 | Interview with Nicole Sparshott |
| 01:14 | What is a brand? |
| 02:37 | How can brands compete in a retail environment where the big 2 supermarkets are investing in house brand products? |
| 04:49 | How do you stuff up a brand?? |
| 06:32 | What is your favourite brand and why? |
| 08:42 | What impacts,either positive or negative can direct marketing communication have on brands? |
| 08:50 | What impacts,either positive or negative can direct marketing communication have on brands? |
| 10:43 | Johnny Walker Brand and DM |
| 14:41 | Interview with Tim Castree |
| 16:38 | How do you stuff up a brand? |
| 18:58 | Tiger Beer Case Study |
| 20:51 | Finish |
Guide to Brands and Branding.pdf (5mb)
Everyone talks about it, but what is web 2.0? Discover the basics and look at how the web is impacting on brands and the way we think about media. Digital marketing guru, Heather Albrecht, guides us through the maze and Julian Sonego, Marketing Manager for Google gives us his perspective as a media owner.
Heather Albrecht
Digital Communications Strategist & Trainer, Digital Connections Pty Ltd
Mobile: +61(0) 417 263 780
heather.albrecht@digitalconnections.com.au
www.digitalconnections.com.au
Julian Sonego
Marketing Manger, Australia and New Zealand for Google
| 00:00 | Introduction |
| 01:13 | Interview with Heather Albrecht |
| 01:57 | What is web 2.0? |
| 03:58 | What impact is web 2.0 having on brands? |
| 04:49 | How should brands navigate web 2.0? |
| 07:57 | How does web 2.0 impact the way we think about media planning? Heather talks about the complexity attached to working ethically with bloggers to promote your product. |
| 12.45 | Interview with Julian Sonego. How should Marketers think differently about Google in this new world order? |
| 16:40 | Tell us about the best SEM case study you have heard of? |
| 19:15 | Give us a useful tip for getting more out of a SEM investment |
| 22.50 | Finish |
Guide to Web 2.0.pdf (516kb)