Name: Mark Radford

Company: Fonterra Brands Australia

Position: National Market Activation Manager – Beverages

Favourite part of the job:

Seeing the Mammoth launch come to life has been the most rewarding aspect of my role. Mammoth is an innovative product with a genuine point of difference in the highly competitive flavoured milk. To see the launch be so successful and gain traction in the market so quickly, has been really exciting.

Previous roles:

Nestle, Golden Circle, Steggles, Cadbury Schweppes & Discovery Channel (London)

Why do you enjoying working with The Marketing Zoo?

The Marketing Zoo makes it really easy for me. I know I can give them a call any time of the day, and they will be onto it straight away. They come to me with innovative ideas and suggestions and have the skills and resources to execute the campaign smoothly. Additionally, they are a great bunch of people to work with, which helps makes the process fun.

What sets The Marketing Zoo apart from other agencies?

They don’t specialise in just one thing. They are highly capable to work across every aspect of a launch due their wide diversity of knowledge and experience throughout their entire staff. I know I can give them a brief on anything (no matter how absurd) and they will find a way to make it happen for me.

While watching it recently, I was interested to see which future predictions are now realities, and what we now take for granted that wasn’t even thought of when Marty drove his DeLorean into the future to July 5^th 2015.

Although we’re not yet hovering on boards, buying self-fitting clothes, getting stuck in midair traffic jams or indeed travelling through time, a lot has changed since the movie was released back in good old 1989.

The year is now 2012, we live in an exciting and often mind-blowing digitally interconnected global village, where we can chat seamlessly to anyone around the world, interact constantly through our rich and varied social communities, buy what we want, where and when we want to, and then pay for it all in the blink of an eye. That’s pretty cool stuff, and the science, technology and commercial trailblazers still have another 3 years left to make the rest of Back to the Future II a reality (well I can dream!).

There are however a lot of predictions Back to the Future II got right; being watched by cameras everywhere, being able to watch multiple TV channels simultaneously, personal targeted advertising, hands free video gaming, TV glasses & video conferencing to name a few.

Most notably though, no one predicted the explosive growth and relationship we would now have with our mobile phones, nor the decline of the personal landline & public phones, nor did they see the demise of printed newspapers & magazines in favour of digital versions, or the loss of our loved music & movie libraries for downloaded versions.

Today, whether we’re playing games, listening to music, social networking, searching our local area, buying stuff, downloading apps, or just seeking out information, we’re doing it with our Smartphones. We have become more and more dependent on them.

In fact, Australia has rapidly emerged as one of the world leaders in Smartphone adoption, 2^nd only to Singapore.

By 2015, it is expected there will be 18.5 million Smartphone users in Australia, up by nearly 10 million from today’s Smartphone user population.

Consider this, according to a recent Google survey 86% of Australians use their Smartphones whilst on the move, 46% use them whilst watching TV and 36% whilst listening to music.

44% of us are making local searches everyday, whilst 26% have purchased something with them and 17% have used their phone to change a purchase decision in-store. Finally a massive 7 out of 10 of us wouldn’t even leave home without our Smartphones!

Our diverse use of the mobile phone and its role in shopping and other leisure & business pursuits is only going to expand, and we marketers need to be switched on to the power of this medium.Like the majority of the population I check for three things before I leave home: my keys, my wallet & of course my Smartphone. Smartphones are used everywhere, they’re always with us & are always on. So what happens if we don’t have our Smartphone, does our world end, do we become incapable of functioning?

If you had to, could you live without your Smartphone? For a day? For maybe a week? A year, or not even for a moment?

What would be the fallout? What would you miss most? Could you still shop, connect and share without it?

Share you comments with us, we’d love to hear your thoughts…..

After a recent move to a new habitat in Pyrmont (coincidentally BMF’s old abode) The Marketing Zoo has also appointed multiple APMA and ADMA award winning Creative, Steve Madgwick as Head of Creative Innovation.

Responsible for The Zoo’s creative output, from idea generation through to execution, Steve’s expertise and fresh thinking in the activation, experiential and shopper marketing space will be deployed across the business.

Steve joins The Marketing Zoo after years of success leading the creative department at Evocatif, working on clients including St.George, McWilliam’s Wines, Nestle, Alphapharm, Unilever and Johnson & Johnson. Steve was the writer on Evocatif’s 2009 GLOBE winning Flora pro-activ campaign to ‘Lower the Nation’s Cholesterol’ – the sole Australian GLOBE awarded that year.

David Lo, CEO of The Marketing Zoo, said “Steve’s appointment is exactly what we need to build on the recent success of The Zoo. His expertise within our industry and the categories with which we work will be an invaluable asset to our agency and our business partners, particularly our rapidly expanding shopper marketing practice. From the moment I met Steve I was very impressed with the way he described working from in-store out. With so many of our key business partners finding the retail environment challenging, Steve will definitely be able to help us raise the bar in executing our path to purchase strategies.”

Steve said: “I’m relishing the opportunity to work with a team of like-minded and talented people who want to do the best work and have fun along the way.”

The Marketing Zoo has also promoted Renee Wilson to the role of General Manager, Ed Nethery to Senior Designer and Tori Holmes to Senior Account Manager.

“This financial year has seen a lot of change for the Zoo with the departure of a co-founder, an office re-location and the appointment of Steve. We love our new building as it has great ‘creative bones’ and the future is looking incredibly exciting for The Zoo” says Lo.

Our Creative department welcomes: Stephen Madgwick as Head of Creative Innovation. Helen Beard as Studio/Traffic Manager.

Account Services welcomes: Vanessa Richardson as Account Director, Nicola Tyler as Account Director, Yelena Tanianski as Senior Account Manager, Charlotte O’Brien as Senior Account Executive, Megan Alward as Account Executive and Kate Meehan as Account Executive

Congratulations to…

Tori Peacock (formerly Holmes) who on the 11th November 2011 said “I do”. Tori and her partner (now husband) Brett celebrated this perfect Friday afternoon with a relaxed outdoor ceremony at Clarkes Point Reserve, Woolwich followed by more celebrations at the Deckhouse. What a great way to begin their married life together by departing their friends and family on a boat, followed by a romantic trip on the harbour.

Congratulations also to…

Nikki Finnigan. Over the weekend (5th February) Nikki took part in the Cole Classic at Manly Beach, Australia’s largest Ocean Swim. She swam the event as part of the Can Too team in order to raise much needed money to fund research to cure cancer.

Can Too is a program which provides beginners and experienced swimmers alike with professional coaching in a team environment to swim either the 2.5 km, 2km or 1km ocean swim. In return, participants raise sponsorship dollars that fund Australian scientists working in cancer research through Cure Cancer Australia. Can Too has raised over $8 Million for this great cause, and has help thousands of people reach their goals, whether it be an ocean swim or marathon run.

“Can Too has really helped me get fit as well as raise money for a worthy cause! I have met so many inspiring people and the best part is I swam an ocean swim – which I never dreamed I could do!”

Tour de Cure 2012…

The Marketing Zoo has had a 5 year history supporting the Tour de Cure.

David Lo, our CEO, has participated in all 5 of the annual rides totalling more than 7,500kms on tour. In 5 years the Tour de Cure has raised more than $6 Million dollars that has gone towards the research, support and prevention of cancer and those affected by the illness. In 2012 David’s legacy is being passed onto Matt Fulton who will participate in his inaugural Tour de Cure ride, leaving from Brisbane on the 3rd May, and arriving at Mission Beach 11 days and 1656kms later. To help support the cause or find further information please go to www.tourdecure.com.au

In this edition we share a few cool Mobile Shopper Marketing Activations, Products & Services that brands & retailers have recently brought to market.

Whether we’re playing games, listening to music, social networking, searching our local area, buying things, downloading apps, or just seeking out information Australians are becoming more and more in love with their Smartphones.

In fact, Australia has rapidly emerged as one of the world leaders in Smartphone adoption.

A few mind bending stats to kick things off

• By 2015, it is expected there will be 18.5 million Smartphone users in Australia, up by nearly 10 million from today’s Smartphone user population
• Even by the end of 2011 Smartphone penetration in Australia is expected to exceed 50%
• According to a recent Google survey 26% of Australian Smartphone users have purchased something on their Smartphone – a statistic that we believe will increase year on year.
• And 79% of us use our Smartphones to help us with our shopping process
• Mobile web is also growing 8 times faster than the desktop web, yet only 20% of retailers and brands in Australia have a mobile enabled website site (surely a big opportunity)

In order to take advantage now and into the future, Mobile really needs to be integrated into Shopper Marketing plans.

So who’s currently doing what?

Google Wallet – the app that makes your phone your wallet

Currently being trialed in the US, but hopefully coming to Australia soon!

Tap your Smartphone to pay with your virtual credit cards stored in your Google Wallet.

Google Wallet Tap and Pay is currently being used at hundreds of thousands of locations across the US, where credit card and Paypass payments are accepted. You can even sync brand and retailer deals and offers to your Google Wallet account and take advantage of the savings in-store or online.

Pretty Cool.

http://www.google.com/wallet

QuickerFeet – giving you location based, real time offers

Launched in August 2011, QuickerFeet is an Australian developed Smartphone App that allows retailers to design their own promotions at times of their choosing and then alert potential shoppers to promotions taking place in their vicinity.

Retailers offering special deals via the app include Lorna Jane, Event Cinemas, General Pants, Billabong, Thredbo, Greater Union, AMF Bowling and many more.

http://www.quickerfeet.com

Groupon – Clean Stores drive Mobile Shopper Opportunities

Mobile can play a huge role in allowing brand marketers to work around clean store policies. QR codes whilst slow to take off in Australia are being used far more regularly to give shoppers easy access to product information, features, peer reviews and product availability information. Similarly group buying companies like Groupon are also being used as a vehicle to drive brand messaging and promotional offers.

Groupon recently partnered with US supermarket chain Jewel-Osco and Unilever to offer $15 worth of Ben & Jerry’s ice cream products for $9. Shoppers paid up front, with the deal loaded onto their loyalty card for redemption in-store at the checkout.

http://www.mobilemarketer.com/cms/news/commerce/10576.html

Tesco – Enhances a recent campaign with Augmented Reality

Shoppers who download the Blippar app to their Smartphone can scan Tesco’s print and outdoor advertising with their Smartphones to experience a 3D animated version of the Ad. Customers can also download recipe ideas and store locations straight to their phone.

http://blog.blippar.com/out-of-hom

For more trends, insights and Shopper Marketing support to build your brands in-store, pre-store and post-store just drop The Marketing Zoo Shopper team a line.

Matt Boden

Head of Shopper Marketing & Strategy

For more infomation please email our Zooster Matt on mattb@mzoo.com.au

“The way we shop is changing and marketing strategies are simply not keeping pace.  Whether we’re shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy.  Today we’re all digital explorers, seeking out online ratings, social media-based  peer reviews, videos, and in-depth product details as we move down the path to purchase. Marketing has evolved and modern marketing strategies have to evolve with the changing shape of shopping.”

At Google, they call this online decision-making moment the Zero Moment of Truth — or simply ZMOT.

I recently read Google’s full ZMOT eBook which you can access and download by visiting http://www.zeromomentoftruth.com/

It really is a fantastic read, engaging, exciting and provides some excellent direction on how we (as brand and retail marketers) can maximise Shopper Marketing campaigns.

Enjoy!

For Shopper Marketing support, please drop The Marketing Zoo Shopper team a line.

Matt Boden

Head of Shopper Marketing & Strategy

mattb@mzoo.com.au

Matt Boden

Account Director

*GMA/Booze&Co. CPG Manufacturers Survey 2011

For more infomation please email our Zooster Matt on mattb@mzoo.com.au

The guest speakers from around the world presented their case studies, guiding us through the experiential activations from start to finish. Some of the brands showcased included Disney, Strongbow, Netflix and Northern Territory Tourism to name just a few.

Overall there were invaluable insights breaking down the parameters of experiential marketing and delving into what it stands for and how to maximise engagement and ROI for our business partners.

We are already putting these insights into practice and bringing audiences face to face with brands. Remembering that at every single touch point there exists an opportunity to engage consumers where they can form emotional connections through real experiences.

Overall an excellent couple of days at the Experiential Summit!

Tori Holmes
Account Manager

To find out more please email our Zooster Tori at torih@mzoo.com.au

The combined agencies have picked up campaigns for Qantas Staff Credit Union, Reckitt Benkiser’s Mortein, investment management firm Mason Stevens and Bayer’s and Berocca.

In addition, The Marketing Zoo has picked up new business with CUB’s Bulmers Cider, Clorox’s Chux, Rosemount Wines and Matilda Bay Brewing Company.

David Lo, managing director of The Marketing Zoo and director of Digital Stampede (pictured) said: “Our vision to increase our digital capability is really starting to pay dividends and the market’s receptiveness to our new offering has exceeded our expectations. I believe this model of increased collaboration between agencies across varying disciplines is the way forward as it enables the delivery of truly integrated, powerful solutions.”

To help manage the new business, The Marketing Zoo has added new staff including Belinda Sant (account manager), Karlien Van Rhijn (account executive), Will Freeland (designer) and Pieta Bensley (designer). New staff at Digital Stampede include Fran Hulanicki (senior designer) and Richard Frey (senior developer).

The Marketing Zoo has also promoted Renee Wilson to senior group account director with both Matt Fulton and Tamara Yandell promoted to group account director and Lisa Woods moving to an account director role.