Creating Triggers for Conversation

Thursday 6th June 2013 05:30pm
By Networx Sydney

Our ‘Creating Triggers for Conversation’ Networx event, held on Tuesday 28 of May at The Shelbourne Hotel, had us talking about what gets consumers talking! Our panel included: Naked's Adam Ferrier, BWM's Rob Belgiovane and 1000Heads' Joanne Jacobs.

The event was a huge success with our guests enjoying an evening of networking opportunities and expert advice for creating campaigns that start a conversation. Our three speakers were ready to share their knowledge and thoughts on how to effectively turn great ideas into successful marketing campaigns.

Adam Ferrier reminded the audience that we’re now working in an interactive communications landscape and when it comes to viral videos, research and creativity are key. Adam said, ‘Spreading ideas is now much more about studying the consumer’s behaviour. The biggest predictor of future behaviour is past behaviour.’

Rob Belgiovane advocated putting in the time to trial your ideas. He recommended immersing yourself in the environment of your target market to gain insights about the consumer’s wants and needs. Starting a conversation and initiating a word of mouth effect is the ideal outcome for a brand or product and as Rob said ‘when it's driven through social media people trust their friends over advertising.’

Joanne Jacobs shared her personal experiences with experiential campaigns designed to get the consumer talking, such as the Nando’s ‘Peri-Medics’ campaign which involves delivering sauces to work places to ‘re-sauce-itate’ bland meals. The campaign was intended to generate awareness of Nando’s range of sauces available in a fun and quirky style that would include consumers and engage their interests.

Overall it seems our panellists agreed that researching your target and taking the time to brainstorm ideas and concepts that consumers can relate to will encourage genuine conversations about your brand and product.

Stay tuned to @networxsydney to find out about our July Networx event.