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.”