The Step Change team took to the stage at the Mumbrella 360 conference to solve three marketing problems, on-the-spot, in under nine minutes.
Ashton, Glenn and Jeff took on three completely different questions from enthusiastic audience members. Coming from marketing experts themselves, the questions were definitely a challenge.
How do we market the most unenticing job offer in Australia (including a move to Canberra and terrible pay) without actually revealing what that job is?
a) PR opportunity to embrace the secrecy
b) Exclusivity equals desirability
c) Automate the stages of application
How do we sell an old school curved TV, that's actually more expensive than a flashy flatscreen TV?
a) Understand Rodger's adoption curve and jump the chasm
b) Exclusive release
c) Side by side comparison with the competition
d) Purchase defence - an experience that adds value to the customer
How do we get people to attend the horse races?
a) Grow the category
b) Be predatory
c) Put remarkability into the experience
d) Joint Venture partnerships
No stumps here. The audience gave a pass to the Step Change team for all three answers.