Welcome to episode six, 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 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 sixth episode, we are joined by Olivia Burke, marketing and sales director from family owned and operated South Australian residential property development company, Burke Urban.
This broad acre land development company is all about creating communities and beautiful places for people to grow, live and thrive.
The development industry is highly competitive. So how do you make your product stand out in a saturated market? It's all about being innovative and in the case of Burke Urban, utilising disruptive marketing. The progressive and forward thinking approach of the company is reflected in their marketing. Particularly when it comes to their latest development, Newenham, in the Adelaide Hills Mount Barker community.
Distilling the brand essence of Newenham as a sustainable community into a series of 15-second advertisements was a tricky proposition. How to condense the values and embodiment of health and community? Enter River, the free-spirited hippy. A long-haired hippie dude getting his gear off was not an easy sell to the board, yet ultimately the decision was made to be bold and to act bravely. River represents the values that Newenham stands for: health, open spaces, a welcoming community and a love of the natural environment. And so began the tree change campaign.
Using a multi-channel approach of traditional – television commercials and bus advertisements, combined with a significant digital push via social media and video, has netted amazing (and measurable) success for the company. Additionally, offline events and a physical presence in the local community ensure goodwill and word of mouth.
So how to combine all these different streams and channels into a workable marketing plan that gets results for customers and investors?
This is a truly informative episode, you'll have to watch to discover for yourself.