Marketing Networks: The New Way to Win in the Attention Economy »
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| Speaker | Bill Peake, BrandWorld and Mike O´Sullivan, M2M and Holy Cow |
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The power of consumer marketing is eroding from lack of customer attention caused by clutter, fragmentation and lack of time. Today’s consumers are confronted with endless choices. The on-going barrage of messages has deadened their senses. Chaos and confusion reign. They're not sure where to turn for information or who to trust and they're looking for help and guidance to make the right choices for themselves and their family. As marketers, we're facing real challenges. Ads are not producing the results they used to. 30 second brand image, interruption advertisements are becoming the new junk mail. We're confronted with declining returns on promotional investment. Traditional heavy media weight burst campaigns are becoming increasingly difficult to justify. How do we deal with many brands out of shrinking budgets? We have to rethink the ground rules. All the principles, technique tools and systems we’ve invented are for brand image advertising. Models that take prospects' attention as "a given". The currency of the new marketing won't be money, but "attention". This demands a fundamental change in how we communicate. Getting the consumer's attention is today's competitive advantage! Bill Peake and Mike O’Sullivan have been colleagues for 25 years. While they run their own companies, they're collaborating on a number of new "marketing networks" and are New Zealand’s foremost exponents of creating marketing networks. At our August Lunch, Bill and Mike will share their experiences in creating and managing some of New Zealand's best known marketing networks including Family Health Diary, Food in a Minute, and James Hardie Showhomes. And, they'll show how marketing networks can be a powerful solution for dealing with some of today's marketing challenges in an attention deficit society. Mike O'Sullivan is one of New Zealand’s foremost integrated marketing and strategic communication thinkers. He’s been CEO of major international advertising agencies and created the first marketing network in New Zealand and Australia, Food in a Minute. Mike owns M2M and Holy Cow whose marketing networks include Edmonds Cooking Class series with Goodman Fielder, Westfield St Luke’s retail series and NBR Clever Company business-to-business series. Bill Peake has 25 years experience as a marketing pioneer in food companies, advertising and communications agencies, and the television industry. His company, BrandWorld, launched the Family Health Diary health information media concept over four years ago. It has grown to be a significant marketing network working with over 20, mainly multinational clients. SMEI members and member guests $60, non members $85 (prices inc GST) Cancellations after 4pm Friday, 8 August 2003, and 'no shows' will be charged | |