How did a dairy company, a roadside assistance service and a city get customers to love them? You can find out about their great customer engagement strategies at ‘Connect’, ADMA’s annual WA Marketing Day conference.
The conference takes place Friday, 7 November at the Perth Convention and Exhibition Centre from 8.30am-2.00pm.
‘Connect’ will focus on how companies can create a culture of customer engagement through immersion, passion and activation.
Connect features four morning workshops with key industry thought leaders: Jodie Sangster, ADMA CEO; Ben Purcell, managing director, Brownes Dairy; Doni Savvides, business director, JWT Perth and Mark Kerrigan, general manager – member and product services, RAC (presenting jointly), and Es Chandra, CEO, The Glide Agency.
There is also a formal luncheon event featuring keynote speaker, Dr Kathy Alexander, CEO, City of Melbourne, who will discuss Clemenger BBDO Melbourne’s award-winning campaign for Tourism Victoria, ‘Melbourne Remote Control Tourist.’
“Consumers now want a personalised experience across all touch points and have high expectations that brands will deliver this. It means having a successful customer engagement strategy has never been more important,” said Tristan Berentzen, ADMA WA branch chair. “We have put together a great program this year with experts who will give marketers solid ideas around customer engagement that they can take away and apply to their own brands.”
ADMA CEO Jodie Sangster’s presentation will focus on the need for marketers to embrace data and use it to create personalised experiences to foster ‘customer love’. She will discuss the brands that are establishing true engagement and moving beyond loyalty to customer love. Jodie will also explore the role that data, technology, content and creativity now play in reaching customers and achieving that true engagement.
Ben Purcell will talk about how Brownes, WA’s oldest dairy company, has re-energised their brand using a mix of traditional and new communication channels to capture, engage and delight customers. He will reveal behind-the-scenes stories of their most successful strategies and campaigns, including insights into their blogs, social media and video campaigns as well as an exclusive peek at their upcoming summer campaign.
Doni Savvides and Mark Kerrigan will give a joint presentation on how the Royal Automotive Club (RAC) became WA’s driving force, completing an inside-out brand reinvigoration leading to greater member centricity. Established in the West Australian community for more than 100 years, RAC is the state’s largest roadside assistance provider and motor and home insurer, and plays a key role in advocating the rights of WA motorists.
Es Chandra will discuss the lead conversion journey and how to drive qualified traffic to your site and convert it. Using live and local case studies, Es will demonstrate how Glide, a digital growth and search agency, has achieved record traffic metrics for clients nationally and how the right combination of key-word research, SEO/SEM, display and content marketing can do the same for any organisation.
To close the conference, luncheon keynote speaker Dr Kathy Alexander will present the Melbourne Remote Control Tourist initiative for Tourism Victoria. Created by Clemenger BBDO Melbourne as a first of its kind city guide to allow potential visitors to explore Melbourne before they visited, it combined a live streaming web experience and four real city explorers out on the streets of Melbourne. Controlled entirely through social media, the ‘tourists’ carried out thousands of requests from making pizzas and trying on dresses to discovering secret gigs. In just five days, the campaign generated 43 million social media impressions with users from 4000 cities in 158 countries joining in to explore Melbourne.