Welcome to episode three, series two of Inside Marketing. Join Newstyle Media’s Ideas Chick Mikyla Gilbert as she interviews some of South Australia's most successful and entrepreneurial marketers and business owners. We discover what works – and what doesn’t in marketing and business from some our state’s best business minds.
We set up shop in Adelaide's greatest bars and clubs, to take a quiet moment (and often a cheeky drink) to reflect on what our guests have learnt. Each episode we get into the nitty-gritty of the reality of modern business in South Australia and ask the questions you’ve been desperate to hear. Think of this as your one on one networking or mentoring session! Without the noise and the babble of a networking event, cut down to the core to the information all marketers seek. What our guests impart might just be the tidbit you are searching for!
In our third episode, we are joined by Hugh McIntosh, senior brand manager of one of South Australia's most iconic brands – Bickford's Australia.
The brand has a fascinating and lengthy history in South Australia, first formed by apothecary William Bickford, later continued by his wife and sons who opened their first cordial factory in 1872. The iconic lime cordial first came into being in 1874 and a South Australian legend was born.
But how does one update a 143-year-old icon for the modern digital age?
Find out how this quality focused South Australian brand is growing in a declining market. Combining traditional marketing with content and digital marketing has seen the iconic Bickford's see a new lease of life in the digital age.
"Our owner's philosophy is that he picks brands from companies that haven't really been given much love and turns them around with the right amount of attention by putting some marketers and sales teams behind them and giving them a bit of energy." says Hugh.
"Certainly, Bickford's is a success story. When Angelo took over Bickford's in the early 90s we sold around 14, 000 cases that year. Two decades later we are selling 14,000 cases in one production run. So you can appreciate the scale of the growth came from a focus on giving Australians what they want: quality, locally made products. Simple."
Other success stories within the brand include the recently launched Bickford and Sons, which is a premium range of soft drinks.
"We are in a category that is declining. People are getting tired of the standard big names in soft drinks. People want to know it's good quality, you want to know where it's from and by someone you can trust. So we have launched our Bickford's and Sons mixers and sparkling range and it's going great guns, particularly here in South Australia."
One of the more successful modern marketing techniques that Bickford's have embraced is the use of digital marketing.
"Digital marketing is very important for us. We have very loyal consumers and it is a fantastic way (through digital) to be very targeted and a cost effective way to spend, versus outdoor or TV that is very broad and a scattergun approach."
Discover more about this fascinating brand by watching the video with Hugh, above!