Padd Solutions

Constantly on the outlook for amazing employment opportunities, many 2010 Graduate Programs require an extensive amount of preparation before applications are processed. One such example is for a media agency located in Melbourne that required several mini-essay responses to some topical issues. Below is a copy of one of my personal responses to the issue of the age of the internet and how it assists or hinders new age marketing.

"As we head into 2010, in retrospect, we can look back and just imagine what the future holds. No longer is the internet only for profitable businesses and international conglomerates; welcome to the world of citizen blogging. Some have only several followers but others with a readership of thousands, however, both essentially create and distribute brand messages to an audience.

While citizen bloggers’ positive or negative reviews may promote or destroy particular brands, the harnessing of their power is by no means incomprehensible. Treated similar to other marketing channels, organisations will gain a more favourable view if they approach this emerging and transparent communication method with an open mind. Through encouraging employee participation in intranet blogs and offering RSS feeds on company achievements is a small step in the journey of accessing blog readers around the globe. While it is currently difficult to segment and analyse market trends it doesn’t mean this ever-growing audience should be ignored.

It must also not be forgotten online transparency is not necessary a negative evolution for businesses but instead an opportunity to increase synergy by integrating marketing channels. By ensuring the same brand messages are advocated through print publications, online multimedia and stakeholder contacts, trust in these messages is increased.

In conclusion, with technology rapidly evolving no serious business or organization can refuse to acknowledge the importance of emerging key stakeholders such as citizen bloggers and their readers. True, they may not supersede the relevance of more primary stakeholders, yet their influence must be considered in communications campaigns to ensure message consistency and increase each brand, and the organisation’s, value."

So before I leap into tedious figure and information, not all marketing is used to sell whiter washing powders or even business to business services. In fact one aspect of marketing – consumer behavior- is applicable to a range of issues in order to alter consumer trends.


Recently covered by the Sydney Morning Herald, discusses the idea of campaigning against the increasing population growth in Australia. With a growth rate of 65% a year, only behind that of Saudi Arabia, arguments arising from the Opposition and the Australian Conservation Fund are coercing disincentives to lower this rising growth. They believe that increasing population will make it harder to sustain a healthy economy and environment with systems already struggling to provide affordable housing, decent electricity production and carbon emissions.

The answers they go on to suggest include cutting immigration acceptances and decreasing or removing the baby bonus to slow this rate which is higher than that of the Baby Boomer period.

So, presented with these facts- is it acceptable that the government essentially employ tactics of consumer behavior marketing to alter the rate of Australian lives? Is this ethical? Is it selfish?

I guess the answer to these questions is determined by personal morals, however, marketing has always been a topical issue when it comes to ethicality. In my opinion, I believe necessary marketing actions are required to alter Australian citizens’ “consumer” behavior. As governments are so often accused of not looking out for the rights of its citizens, future proofing the nation in this way is necessary.

Some who read this may not see the link between what seems a government issue and marketing, but government actions (and other departmental authorities) will impart information and ideas onto citizens. For some the extra money that the Baby Bonus makes available to them is determining factor in deciding whether to proceed with starting a family. For others a tedious immigration process with high associated costs may mean looking at alternative nations. By these tasks and then effectively communicating these outputs to the necessary audiences. It is through this process which the opposition and the Australian Conservation Fund yearn to alter consumer’s behavior and in turn the growth rate of our country.

Here in Queensland we begin to head into what Gen Y refer to as the "Summer Festival Season". With wide open parklands, great weather and a host of local and international music acts event organisers charge a premium for tickets, alcoholic beverages and merchandise.

From my work experience with the Katarzyna Group and their involvement with the Stereosonic music festival a lot of hard behind the scenes promotion goes into getting our youth to spend upwards of $130 on a basic ticket. And aparently to increased sales growth you wouldn't tell we are just recovering form a global financial crisis!

With promotions and distribution week in and week out in the lead up to each festival, emphasis is being placed more and more upon the lifestyle choice of attending festivals and each festivals according "cool" factor. With peer groups placing high value on attendance to such events and the event calender overladen with festivals, Generation Y are spending more and more disposable money over the summer months to entertain themselves. This social marketing aspect of festivals is driven through new media channels such as online forums, blogs as well as Twitter to engage audiences.

With blogs and forums devoted to each festival, minor details are leaked to inspire conversation, theorising and in some cases outrage. Under aliases festival organisers can successfully drive sales for events by emphasising the "coolness" of international artists, celebrity attendees and cultural aspects fo music festivals.

And positive experience seems to lead to repeat purchase with young people attending the same festivals to re-experience the vibe, culture and music for consecutive years. With a favourite festival for each atendee this unique and positive brand image is vital for again driving sales and assisting events like Big Day Out and Splendour in the Grass to sell out in record time.

Even with increasing pressure on organiser to live up to expectations and attract leading musicians to headline, the festival culture doesn't seem to be dying of anytime soon. And yes while there are moral outrage regarding youth binge drinking, poor post-event shutdown and drug fuelled violent behaviour, the potential profits for organising companies prove to be too luring.

This Is London 2012

Ok, yes I am Generation Y and that may make me impartial to really getting pumped for London 2012. But, impartially, I think they have succeeded (so far) in making London 2012 an Olympic Games for everyone.

So the logo is different! Great! I say good! London 2012 Chairman, Lord Sebastien Coe, has said a unique brand logo will be vital to rembering the games 5 years after it happens. Arguments aside, it stands out and in 2017 it will still be assosciated with London's Olympics, and hopefully the positive connotations that will go with that.

With a super logo that perfectly represents the theme of the games (indiviuality while encompassing all), London 2012 by no means forgets their more minor of the two events with equal coverage, hype and dedication to it in all marketing channels (especially online and television). I think this is a great attitude to really emphasise that yes the olympics showcase the best sports people from all over the world - includign those whom are disabled.

Some say that the sites won't be ready, some say that Britain's lack of true sporting talent will hinder them in making a real impact but I say they certainly aren't shying away from putting on what seems to be a spectacular games. With some really unique architecture and the promise of 3-dimensional public screens (with thanks to Panasonic), it will be interesting to see how this is co-ordinated into the advertising and marketing campaigns of soem of the worlds biggest brands.

Beijing saw some great integrated marketing communications by global names such as Adidas, but for London... who knows what's instore?

And as a footnote, fingers crossed for my finances but am definately looking at getting my hot hands on some opening ceremony tickets, I'd imagine it would certainly be one not to miss!

So today is the day I visit the Virgin Blue offices for the first time- and hopefully not the last- as I attend one of the several round for a graduate position in 2010. I've been doin my reading; and I feel like I know the company inside out and as best I can. From Richard Branson's Biography, Losing My Virginity, to company history and recent news reports. And the more I read the more I am ready to work there.

It amazes me, originally in Britain, how threatening an entrepaneur can be to grounded, international companies such as British Airways. The unethical business tactics they applied to try an eliminate the Virgin Atlantic brand were foul. (If you haven't already get your hands on a copy of that book, not only is it an interesting read but it highlights the courage and passion required to make it as an entrepaneur business person).

However, now as a solid and diverse portfolio of brands from Virgin Music and Virgin Mobile to V Australia, they are now more threatening than ever. And while this graduate position would be a huge drawcard into getting a foot into what is now a Virgin empire, what I most admire is their internal culture. Sure their staff put in lots of hours, hard work but when the time comes they come together (usually in a quirky way - such as Virgin Blues usual outrageous Christmas Parties or even a glamourous ball in an airport hanger) and celebrate their achievements.

Wish me luck!!

And so the saga begins... I need a job, nay, a career in marketing and communications. After a steady flow of mediocre opportunities, I am ready to get this party started! Yes, I could sit at home doing the seek email alerts or cold emailing or recruitment agencies (its a g ood place to start) but as a aspirational and youthful marketer, I have decided to express myself via the online world of blogging. Not only will it present to prospective employers my dedication to my career but hopefully it will highlight some of the truly ingenious marketing and communications initiatives around the world. And this is my first step to join them, so... enjoy!