Issue No. 54 - August/September 2010
Marketing Week 2010 Event Schedule
Fan power, the ability of a community of enthusiasts to drive interest in a product or service in an evangelical way, is the focus of this year’s Marketing Week.
According to Michael Ewer, Principal Lecturer in Marketing at TAFE SA, who chairs the Marketing Week Committee of the Australian Marketing Institute, the theme came from marketers’ own passion for their profession.
“The theme came from the concept on passion for the role of a marketer, that we should have a passion for our product/service/company but more so the customer and their experience,” Michael says.
“From there we thought that passion or love is not enough; being loved is great, but love won’t build a brand all by itself.
“We thought more on love and commitment, and with the great work of the team at Clemenger we felt that some of the folks who show greatest devotion to a brand or group are those who follow bands and sporting teams.
“From there the concept of ‘Fans Build Brands’ was born.”
From the Pre event Masterclass on Monday to the final session on Friday, Marketing Week will be delving into how to attract, confirm and retain fans, and how to turn ‘fan power’ to best advantage.
Marketing Week 2010 takes place at the Hotel Grand Chancellor Adelaide, 65 Hindley Street, Adelaide.
Monday 23 August 2pm-5pm
Vertical Line Thinking
Patrick Collister, Creative Matters UK
A three hour Masterclass with international keynote speaker Patrick Collister looking at direct marketing as a brand-building tool. Vertical Line theory suggests every piece of communication should be both direct (transactional) and branded (contributing to overall brand nourishment). Whether it is a direct mail piece or a TV commercial, marketing communication is more effective when it is both rational and emotional.
Event Premiere sponsored by Enterprise Connect