The 360 Degree Marketing Group Blog

What a boutique agency does that a big agency doesn’t (or won’t!)

Posted by Lauren Jolly on Dec 1, 2016 12:00:00 PM

As a boutique agency, we're always on the look out for relevant content that related to our business. Emma Triggs sums this up perfectly in an article she posted to LinkedIn earlier today. You can take a look at this article here

 

Once upon a time big agencies were the Holy Grail for advertisers and it was something of a business status symbol to be on their client list. They gave bigger, better service and ruled all media. Not anymore. So if you’re currently tossing up between big and boutique, here are a few things to think about.

 

Big agencies give you their small fish

Big agencies bring in the big guns when they are pitching. But once the contract is signed, the senior team seems to disappear and you are left with mid-weight and junior executives; people who don’t have the experience that you signed up for and need on your account.

 

Boutique agencies give you their whole pond

The talent pool is transparent and the same people – owners and partners - work on your business every day.

 

Big agencies favour the financed

Understandable; big clients with million-plus budgets naturally receive favouritism, especially when times are tough. But where does that leave you if your budget can’t compete?

 

Boutique agencies favour no one

Every client is important in a boutique agency; every budget respected and treated with the same dedication. Why? Because every dollar counts and repeat business is a priority. 

 

Big agencies can’t specialise

You never see a big agency with all the big banks or all the big beer brands; they have to spread the net wide to remain big. So they specialise in being non-specific. Which means they are, as a rule, dabblers in all categories, masters of none. For example, one minute your agency’s account team is trying to drive sales of a new toothpaste in the market, the next they’re trying to engage passionate entertainment fans in an authentic way - it just doesn't work. Successful entertainment campaigns can't be born from patchy insights and lightweight knowledge.

 

Boutique agencies can own an industry

Industries such as entertainment have unique needs and lend themselves to specialist attention by specialist agencies. That’s why you find such industries flocking to a single insightful boutique where all of their intricacies can be understood from day one.  

 

Big agencies book you in

A tour has just sold out and added further shows. A film has just won an Oscar. Your entertainment campaign needs an urgent change and you need an instant response to stay ahead of the competition. You call the big agency and are told: “I’m sorry; she’s in meetings until this time next century.”

 

Boutique agencies fit you in

Boutique agencies aren’t barricaded off by an impenetrable wall of meetings. People are accessible, proactive and reactive, 24/7. They make it happen.

 

Big agencies give you pigeon holes

The bigger an agency gets, the more it has to run like a government department to keep track of itself. Often they have inflexible global marketing deals in place and a one-size-fits-all approach to media, not to mention clunky procedures and protocols that tie all your marketing arms in sticky red tape.

 

Boutique agencies give you free range 

With no cumbersome hierarchy or multinational mumbo jumbo, things just get done. Boutiques are independent and strategically agile, which leads to a refreshingly entrepreneurial approach and the ability to leap at any promising innovation before anyone else does. 

 

Big agencies give you big bills

It pretty obvious; big agencies have big overheads. If big shop prestige is still important to you, you’ll be happy to pay considerably more than you need to. If not...

 

Boutique agencies give you boutique bills

Enough said.

 

Author: Emma Triggs

 

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MEET THE TEAM: LAUREN

Posted by Lauren Jolly on Aug 15, 2016 11:00:00 AM

Name: Lauren

Title: Digital Marketing Coordinator/Digital Duchess

Nickname: Loz

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Three words that other people would use to describe me

Bubbly, calm & collected, cat-lover

 

Which client at 360DMG would you most like to work with

The Iconic

 

What is the strangest job you’ve ever had

Working at a hairdresser

 

What is your favourite TV show currently on Australian TV

The Bachelor

 

What is your 360DMG claim to fame

The ability to eat more than some of the males in the office

 

If you could own a restaurant what would it be

 A modern Italian restaurant

 

What is the most memorable campaign you have worked on at 360DMG?

Zambrero's digital campaign

 

What is your favourite Youtube video/clip?

https://www.youtube.com/watch?v=tntOCGkgt98

 

What is your unique talent / personal trait that you bring to 360DMG?

The ability to get everyone involved in Friday lunch. 

 

Best piece of advice you have given

Trust in yourself. You are the only person that can determine what is best for you!

 

Best piece of advice you have received

Be like a pineapple…stand tall, wear a crown and be sweet on the inside

 

What music would you like played in the office?

A mix of new and old and everything in between.

 

What is your passion?

Beach or Snow 

Cats or Dogs...cats (obviously!)

Radio or Outdoor...digital!

Sweet or Savoury 

NRL or AFL

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MEET THE TEAM: CASEY

Posted by Lauren Jolly on Aug 12, 2016 11:00:00 AM

Name: Casey

Title: Media Co-ordinator

Nickname: Clarke Kent, Heath or Mr. Worldwide

Three words that other people would use to describe me

Gentlemanly, considerate, witty

 

Which client at 360DMG would you most like to work with

Watches of Switzerland

 

What is the strangest job you’ve ever had

Warehouse Dockhand

 

What is your favourite TV show currently on Australian TV

The Matty John’s Show

 

What is your 360DMG claim to fame

100m freestyle

 

If you could own a restaurant what would it be

Anything to do with burgers

 

What is the most memorable campaign you have worked on at 360DMG?

InvoCare 2016

 

What is your favourite Youtube video/clip?

Reg Raegan Best of - https://www.youtube.com/watch?v=PJCPnF2XE64

 

What is your unique talent / personal trait that you bring to 360DMG?

Great content provider for Indulge.

 

Best piece of advice you have given

 You just have to.

 

Best piece of advice you have received

When you reach the top, be sure to send the elevator back down.

 

What music would you like played in the office?

MMM 6am-9am

 

What is your passion?

Beach or Snow 

Cats or Dogs 

Radio or Outdoor 

Sweet or Savoury 

NRL or AFL 

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MEET THE TEAM: ELLIE

Posted by Lauren Jolly on Jul 8, 2016 11:00:00 AM

Name: Ellie Beryl

Title: Media Planner/Buyer

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Three words that other people would use to describe me

Reliable, Open minded, TALL.

 

Which client at 360DMG would you most like to work with

THE ICONIC – (lucky me I do!)

 

What is the strangest job you’ve ever had

Working nights at an English bank taking query calls.  Not so strange, but some callers used it as a late night chatline which made it very weird.

 

What is your favourite TV show currently on Australian TV

Game of Thrones

 

What is your 360DMG claim to fame

Karaoke hog

 

If you could own a restaurant what would it be

Decent Mexican cuisine with Mariachi bands and compulsory sombrero hat wearing, tequila shots, and dancing on tables.

 

What is the most memorable campaign you have worked on at 360DMG?

Gloria Jeans/THE ICONIC collaborative campaign

 

What is your favourite Youtube video/clip?

Juan Gabriel falls off stage.

https://www.youtube.com/watch?v=TcEhiIOM2Kc

 

What is your unique talent / personal trait that you bring to 360DMG?

Bringing a charming air of Northern English CLASS.

 

Best piece of advice you have given

If you want to do something, do it.  The only things I’ve regretted are the things I didn’t do.

 

Best piece of advice you have received

Never underestimate your own self-worth.

 

What music would you like played in the office?

anything but current charts…

 

What is your passion?

Beach or Snow – Beach.. hence the move to Australia and living at Bondi

Cats or Dogs – BOTH (but deep down cats and their bad attitude)

Radio or Outdoor 

Sweet or Savoury 

NRL or AFL – uh, PLEASE.

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THE CHANGING FACE OF RETAIL: SHOPPING CENTRE ADVERTISING

Posted by Ellie Beryl on Jul 4, 2016 11:00:00 AM

Retail Centre Advertising has fast become a hugely advantageous way for brands to find powerful ways of targeting consumers at a time when their mindset is comfortable, more susceptible to influence and who already have their wallets at the ready.

Creating high awareness in proximity of fashion, food, leisure and entertainment acts as a path-to-purchase by driving reach, engagement, influence and subsequently conversions in nearby retail outlets.   

By strategically marketing throughout centres, advertisers can deliver to an already captive audience through several different platforms, each designed to challenge the traditional conventions of advertising within the retail space.  

Shopping centres have become more about experience as opposed to just need and necessity.  Think dining out, cinema, live performances, fashion shows - they have become the ‘one stop shop’ for leisure and entertainment, not just for retail needs.

 

VARIETY IS KEY

Superscreens – big, bright, bold with full motion video, sound, interactivity, augmented reality and live broadcast capabilities, these in-your-face screens are designed to make a high impact and create awareness on the shopper journey.

Smartscreens – smaller than a Superscreen, these screens are placed at targeted proximity, e.g. by escalators, elevators, in order to influence the shopper journey and create meaningful connections with high reach and frequency. 

Atrium/Supersite Banners – used to catch the consumer’s eye as they take their journey through the centre, assets are suspended from the ceiling creating high impact. These dominate by capturing attention from the ground to the rooftop.

Entry Gateway – placing ads at the entrance to centres can interrupt the shopper journey and influence the customer’s next step.

Dining – advertising through wraps on tables and walls in the dining vicinity creates cut through during dwell time and can encourage interaction with ads. 

Decals (Floors, Doors, Escalators) – this particular medium is versatile, eye catching and creates brand awareness.  Placement of decals outside of a store promoting a specific product acts as the last reminder for the consumer before stepping in store. 

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POP-UP MARKETING

Consumers love to see their favourite brands doing something different. Pop-up marketing creates priceless brand reinforcement and the opportunity to invite consumers to interact directly with their favourite brands.

Magnum is a great example of excellent experiential marketing.  They set up a Magnum Pleasure Pop-up Store in Sydney Westfield’s where consumers could create their own ice cream and indulge in their very own creation, enhancing the consumer experience and making them part of the experience and a part of the brand.

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EXPERIENTIAL MARKETING

Much like Pop-Up Marketing, Experiential Marketing acknowledges that consumers love to try and experience a product before buying it.  This type of advertising stimulates the senses of the consumer and invites them to experience a brand through physical interaction.  Brands can either retail directly from the location, drive shoppers to outlets within the centre or simply to promote brand awareness.

 

DIGITAL OUT OF HOME (DOOH) ADVERTISING IN SHOPPING CENTRES

The media are investing heavily in digital networks because digital creates the impression of a quality brand and is more versatile for advertisers. 

It’s transformed the way we operate, allowing advertisers to use more than one creative in their campaign, quicker, cheaper production and upload process and results in audio-visual exposure in a more eye-catching, advanced format to a mass audience.

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According to a study conducted by Val Morgan:

80% agree DOOH makes the brand seem more innovative and up to date

81% agree DOOH suggests the brand is a market leader

80% agree advertising on DOOH creates the impression of a quality brand

 

If you’d like to challenge the traditional conventions of advertising within the retail space
please contact the team at 360DMG or download our 'Do's and Don'ts of Outdoor Advertising' eBook

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Topics: marketing, outdoor advertising, retail advertising

MEET THE TEAM: DOM

Posted by Lauren Jolly on Jul 1, 2016 11:00:00 AM

Name: Dominic Gouw

Title: Account Manager

360 Nickname: Big Dom, Big Daddy, Dommy Dom Dom, Dommy, Dom

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Three words that other people would use to describe me

Focused, determined and family oriented

 

Which client at 360DMG would you most like to work with

InvoCare

 

What is the strangest job you’ve ever had

Butcher shop cleaner 

 

What is your favourite TV show currently on Australian TV

The Voice

 

What is your 360DMG claim to fame

My management of the expenditure reporting

 

If you could own a restaurant what would it be

Indonesian restaurant

 

What is the most memorable campaign you have worked on at 360DMG?

THE ICONIC – Silos – Sport Campaign

 

What is your favourite Youtube video/clip?

Steve Harvey – Jump (https://www.youtube.com/watch?v=ypDytWpLcOo)

 

What is your unique talent / personal trait that you bring to 360DMG?

My stubborn nature in being too detailed

 

Best piece of advice you have given

“The Definition of Insanity is doing the same thing over and over again and expecting different result” – Albert Einstein

 

Best piece of advice you have received

“Always ask the question”

 

What music would you like played in the office?

New Orleans Jazz

 

What is your passion?

Beach or Snow

Cats or Dogs

Radio or Outdoor

Sweet or Savoury

NRL or AFL

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CLEVER CROSS TRACK ADVERTISING!

Posted by Dominic Gouw on Jun 27, 2016 11:00:00 AM

Outdoor advertising can be considered one of the oldest forms of marketing. We are continuously coming up with innovative ideas to create an entertaining and engaging marketing medium. In this blog, we will take a deep dive into the world of cross track advertising. Looking at the two main format types of cross track advertising and the benefits of implicating this medium into your marketing strategy. From digital and static solutions to station dominations, advertising within rail environments can deliver a highly impactful and unmissable advertising experience for commuters. 69% of commuters claim that they pay more attention to advertising in the rail environment than anywhere else.

 

There are two format types of cross track advertising in railway stations across Perth, Melbourne, Sydney, Brisbane and Adelaide. They are cross track panels/ billboards and XtrackTV. XtrackTV, the latest evolution in rail platform advertising and currently the only large format, cross- platforms Digital screen network in Australia. These are currently exclusive to APN Outdoor.

 

Cross Track Panels/ Billboards

  • Description: Static panels – no animations
  • Location: Along side the railway platforms nationally
  • Posting period: 4 weeks + (Lunar cycles)
  • Share of Voice: 100% - 1 client per posting period
  • Creative execution ideas: Increasing brand awareness through multiple Panels (Foodora “SupperTime”)

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XtrackTV

  • Description: The latest LED technology accompanied with high definition, full motion and audio capabilities.
  • Location: Key CBD stations in Sydney, Melbourne, Brisbane and Adelaide
  • Posting period: From 1 week to 12 months
  • Share of Voice: 2.5 minute loop – 6x 15secs faces (6 clients per rotations). Includes 1min content inclusion – Sky News

Creative execution ideas: Quick and easy creative changes during the posting period to give the brand a story/ difference

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It is reported that there are over 11.2 million train journeys taking place from Monday to Friday each week. With train commuters being the number 1 most used public transport, it is not surprising that cross track advertising is a strong consideration in promoting brands. XtrackTV provides advertisers with the ability to extend their TV/ Cinema and Online campaigns by playing TVC formats directly on the rail platform. Taking mass media to the consumers. XtrackTV delivers a captive audience with high dwell times, looking for the perfect distraction while they wait.

Here is an example of an Xtrack TV advertisement we organised for THE ICONIC. 

 

Benefits of using cross track advertising:

  • Entertain and inspire a captive commuter audience throughout their journey
  • High dwell time with train commuters spending up to 12 minutes on average waiting on the platform per trip
  • High impact medium with 69% of train commuters claiming that they pay more attention to advertising in the rail environment than anywhere else.
  • High engagement medium – that demonstrates an incremental impact in advertiser brand preference of +9% when platform dwell time is over 3 minutes – demonstrating the power of the rail environment to not only drive reach, frequency, impact and visibility and drive sales outcomes. (Sources: Neuroscience Commuter Study, Hoop; Nielsen CMV 2015)

 

If you want to find out more about outdoor advertising, download our FREE eBook - 'The do's and don'ts of outdoor advertising'!

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Topics: outdoor advertising, outdoor advertising australia, cross track advertising

MEET THE TEAM: SCOTT

Posted by Lauren Jolly on Jun 24, 2016 11:00:00 AM

Name: Scott Bowley

Title: Media Planner/Buyer   

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Three words that other people would use to describe me

Tall, dry (sense of humour) and cruisy

 

Which client at 360DMG would you most like to work with

THE ICONIC

 

What is the strangest job you’ve ever had

Door-to-door Austar salesmen

 

What is your favourite TV show currently on Australian TV

The Hunt (David Attenborough)

 

What is your 360DMG claim to fame

Team Scott

 

If you could own a restaurant what would it be

All you can eat Mexican

 

What is the most memorable campaign you have worked on at 360DMG?

Entertainment Quarter – Food Truck Jam, because it was the first campaign I executed on my own

 

What is your favourite Youtube video/clip?

https://www.youtube.com/watch?v=6GHkvWU9Urg

 

Best piece of advice you have given

Think twice before supporting the Newcastle Knights

 

Best piece of advice you have received

The only stupid question is the one not asked

 

What music would you like played in the office?

Triple M

 

What is your passion?

Beach or Snow

Cats or Dogs

Radio or Outdoor

Sweet or Savoury

NRL or AFL

 

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OUTDOOR ADVERTISING AND BEYOND...

Posted by Scott Bowley on Jun 20, 2016 12:30:00 PM

Outdoor advertising, from large format billboards to branded scooters, demands attention because it has a high level of impact. Outdoor advertising is effective at reaching a mass audience, whilst cutting through to reach hard to find consumers, like young people or busy professionals.

The list of advantages for outdoor advertising goes on, but it truly comes into its own when it is used effectively with other media.

 

Outdoor and Print

Many people say that print is dead, but this couldn’t be further from the truth when you combine it with impactful outdoor advertising. These two mediums are effective when combined because they reinforce a message in two different environments. Outdoor is effective at reinforcing a branded message before and after a consumer is exposed to print advertising, which often drives home specials or sales.

A campaign for Supabarn, which is a supermarket chain located in Sydney and Canberra, utilised this approach in advertising their store in Sans Souci, Sydney. A local newspaper was employed to advertise weekly specials. Whilst outdoor advertising, in the form of branded scooter’s, bus shelter advertising and railway billboards was employed to generate brand awareness and increase foot traffic. This was an effective approach a tailored message was created to ensure best results in each media environment – print highlighted retail offer and outdoor promoted brand.

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Outdoor and TV

Outdoor and TV work extremely well together. Television acts as the primary medium that drives awareness, and then outdoor reinforces the message. The combination of these two mediums allows to reach the target audience on their way to work and again once they are relaxing in front of the TV.

 

Outdoor and Digital

No other medium has had such an impact on the media landscape in recent times like digital. Outdoor and digital work exceptionally well together – the large broadcast reach that outdoor offers can drive consumers online. This can in turn create a path to purchase, which is often a sought after result.   

A campaign for Ugly Pizza, a pizza restaurant in the South of Sydney, utilised both outdoor and digital advertising during their venue opening. Outdoor, in the form of railway billboards and bus shelter advertising, was used to create awareness and hype before the venue opening. Digital, in the form of Facebook, Instagram and Google Search Advertising, was used to engage consumers and increase website traffic.

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Digital advertising can capitalise on the awareness that outdoor advertising generates – it creates a path to purchase with consumers searching online for Ugly Pizza after being exposed to outdoor advertisements. 

With digital outdoor we can take this even further. Outdoor as an increasing audience of 3.7% per year. Mobile phone consumption is at 86% of people owning a smart phone that they use multiple times each day. Connect these two formats and the message can be amplified and gain the benefits from the immediacy that these mediums can provide.

 

Outdoor and Radio

Outdoor and radio go hand and hand. They are both high frequency mediums and together they act as frequency drivers. The visual aspect of outdoor works well with the rich content audio that can be provided through radio advertising, creating a dynamic relationship.

 

Outdoor and the Marketing Mix

Overall outdoor advertising can increase the reach and impact of a campaign when employed within a media plan. Outdoor is a true team player within the media mix. We can create a truly cut-through campaign.

If you’re interested in learning more about outdoor advertising, download our FREE 'Do's and Don'ts of outdoor advertising' eBook or contact us today and see how we can help you with your outdoor advertising and beyond.

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Topics: outdoor advertising sydney, outdoor advertising, outdoor marketing

MEET THE TEAM: MIKAELA

Posted by Lauren Jolly on Jun 17, 2016 11:00:00 AM

Name: Mikaela Dunn  

Title: Media Planner/Buyer   

360 Nickname: Clever One  

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Three words that other people would use to describe me

Loyal, determined and bossy

 

Which client at 360DMG would you most like to work with

I've been lucky to work across some of our biggest brands (THE ICONIC, Adrenalin, Sumo Salad, Gloria Jeans) - probably next I want to work on is Watches of Switzerland. 

 

What is the strangest job you’ve ever had

I worked at Build-A-Bear where I made stuffed animals and ran parties for little kids. 

 

What is your favourite TV show currently on Australian TV

I loved Love Child while that was on - can’t wait for Jessica Marais’s new show on channel 10

 

What is your 360DMG claim to fame

I helped work on THE ICONIC billboard on the silos!

 

If you could own a restaurant what would it be

It would have to be a fusion place - awesome breakfast cafe and then an Asian place for dinner, probably Thai and Chinese mix. 

 

What is the most memorable campaign you have worked on at 360DMG?

THE ICONIC sports campaign

 

What is your favourite Youtube video/clip?

Currently - Obama's last White House Correspondent Dinner speech 

https://www.youtube.com/watch?v=NxFkEj7KPC0

 

What is your unique talent / personal trait that you bring to 360DMG?

Retaining information wayyy after I need it and bringing it up at random moments. 

 

Best piece of advice you have given

Smile & Nod

 

Best piece of advice you have received

Do one thing at a time, do it right and finish it

 

What music would you like played in the office?

Country music

 

What is your passion?

Beach or Snow

Cats or Dogs

Radio or Outdoor

Sweet or Savoury

NRL or AFL

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