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18 Dec The most effective way for marketers to get into the boardroom

Posted at 16:53h in Blog, Finance, Grocery, Grow, Loyalty, Marketing, New revenue, Travel, Utilities by Jonathan Hopkins

For decades marketers have been trying to shake the “colouring-in department” image and become integral to the business they are part of. However, it is fair to say they have had mixed success. Whilst in some progressive businesses we have seen Marketing titles replaced with...

11 Dec How to create an alluring brand

Posted at 19:00h in Blog, Connect, Inside-out by Angus Frazer

To be alluring, according to Oxford Dictionary, is to be powerfully and mysteriously attractive or fascinating; seductive. What marketer doesn’t want that for their brands (or themselves for that matter…)? So how does one create this quality? Well, you can start by taking everything you know...

04 Dec The biggest owned media deal of the year

Posted at 20:38h in Blog, New revenue by Jonathan Hopkins

Australia’s national telco Telstra has long been a pioneer of owned media leverage: they conducted the award-winning THANKS programme almost exclusively through owned channels, they breathed life into tired phone boxes with their free WiFi initiative AIR and they monetise AFL & NRL websites with...

27 Nov From zero-based budgeting to hero-based budgeting

Posted at 15:43h in Blog, Business, Finance, Loyalty, Marketing, New revenue, Travel, Utilities by Angus Frazer

There's always more to be done – innovation, creativity, new ideas...

20 Nov What you can learn from an 8 year old

Posted at 21:18h in Blog, Inside-out by Jonathan Hopkins

This post was inspired by a conversation with my 8 year old daughter. Those of you who have children will be familiar with how frequently they come out with surprising, entertaining or shocking statements. Those of you who don’t have children, will just have to...

13 Nov A time to embrace tradition

Posted at 15:11h in Blog, Connect by Angus Frazer

It’s that time of year again – Christmas. It rolls around quickly. Evocative brand advertising, aggressive retail advertising, crowd's, anticipation and tradition. It’s an intoxicating mix for both consumers and retailers alike. Most B2C companies rely on people's Christmas gifting generosity to meet annual sales...

06 Nov Re-imagining the community hall

Posted at 21:36h in Blog, Brand Purpose, Connect, Finance, Inside-out by Jonathan Hopkins

For years, shopping centres & department stores have used themed events as clever marketing tools to attract customers who then spend money they otherwise wouldn’t have. We’ve all seen the stampede for Santa’s Grotto, the celebrity chef book signing or X-Factor auditions. Now another category...

30 Oct What marketers can learn from self-help

Posted at 19:00h in Blog, Connect, Inside-out by Angus Frazer

Whilst it’s easy to occasionally poke fun at the self-help industry, it is now worth upwards of $12bn in the US alone. People who buy into the category are often repeat purchasers, buying multiple products and services – sometimes referred to as therapy-junkies. It’s a burgeoning...

23 Oct Seeking sonder

Posted at 21:30h in Blog, Connect, Uncategorized by Jonathan Hopkins

Seth Godin is by a country mile, the most visionary, articulate and inspirational marketer on this planet. Author of 18 books including the seminal Purple Cow, he writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything. If...

16 Oct The $3 Trillion dollar black hole

Posted at 16:06h in Blog, Business by Angus Frazer

In the paid/owned/earned media triumvirate, there is a wealth of insight and intelligence regarding paid and earned media, but very little on owned. As the world’s leading owned media specialist, Sonder is gathering insights and intel on the state of the owned media landscape. In...