AANA Explores Beer, Budgeting & Bikini Bodies

AANA Explores Beer, Budgeting & Bikini Bodies

In the latest episode of the Marketing Dividends video series presented by the AANA, host James Hier speaks with three very different companies that all have one thing in common: marketing at their core.

Joining Hier are Tammy Barton, founder and director at MyBudget; Tobi Pearce, CEO at Sweat; and Glenn Cooper, chairman at Coopers Brewery.

Barton sees marketing platforms as having contributed substantially to the growth experienced by MyBudget.

“A couple of years ago, when we launched our most expensive campaign to date, from the week it launched our leads actually started going backwards and we didn’t experience any growth for the first time in the history of MyBudget,” she said.

“Six months after the campaign, which was pulled, we returned to our traditional marketing approach: using real clients, showcasing their success stories and how we’ve helped them in business.

“Once launched with a new creative, we saw our leads go up by more than 40 per cent.”

Cooper sees marketing as having an even bigger role for the beer brand today than historically, as it is up against multi-national breweries that have significant amounts of marketing spend to play with.

“We’ve had to differentiate our marketing communications in a unique way without alienating our customer base who see us as a traditional brewery,” he said.

Pearce explained how Sweat is based on four pillars: feasibility, profitability, scalability and sustainability.

“Whilst the traditional four Ps of marketing are important to the brand, we use these four pillars to influence decision-making internally, in relation to not only marketing but other business decisions as well,” he said.

“Ultimately, marketing provides the ability to invoke or emit a response from a user, whether it be their engagement with our content or making a direct purchasing decision.”

Pearce also believes Sweat’s approach to marketing strategy is something that can not only be applied to a business built in the digital world, but one operating in the ‘analog’ space too.

“Our strategy would work in almost any organisation in the world; however, the execution is going to dramatically differentiate from business-to-business,” he said.

“Fundamentally, the philosophy and decision-making process we utilise is designed to mandate favourable long-term business decisions.”

You can find out more about what Barton, Pearce and Cooper had to say in the video above.




Latest News

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]