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?
The answer:
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?
The answer:
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?
The answer:
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.