Master Marketing’s Biggest Topics

Seniors are the disruptive demographic – they can be seriously cashed up, extremely time-rich and full of diverse interests. But they are also a group that is continually marketed to in ways that assume too much about them and will not grab their attention.

Changing this is not rocket science but it does require a significant rethink of who seniors are and what they want. Doing this could have a dramatic effect on ROI if you get it right.
Bronwyn White is the CEO of New Young Consulting, a market research company that specialises in the over 55’s lifestyle and travel market. She’s spoken at both the Mumbrella Travel Marketing Summit and Mumbrella360 on marketing to seniors, both times with delegate ratings well above four stars.

At the Mumbrella Masterclass: Marketing to Seniors, White will lead an interactive session that will change the way you think about seniors and how to market them.

If your business is trying to stay relevant with this continually shifting demographic, looking to accomplish significant growth over the next few years or operating in a highly competitive space, targeting one of the biggest demographics successfully could be a significant part of the solution.

Learn how to do it best in this detailed Masterclass.

This jam packed working session will cover the basics of behavioural economics and the standard frameworks developed. Thinkerbell’s Adam Ferrier and Dominic Counahan will then take these principles and show how they relate to marketing.

In particular, we’ll look at how the principles of behavioural economics can be applied to:

1. Constructing, building, and managing a brand
2. Media planning
3. Creativity and ideas

Finally, in covering these areas we’ll look at where the fields of behavioural economics overlap with marketing sciences and advertising effectiveness.

After the 90 minute session participants should feel like they have a grasp of behavioural economics and know their way around the right frameworks to help them think through marketing and communications challenges that they may face. This the course may completely change your life.

TikTok, the social media video app that launched just two years, is one of the biggest talking points amongst marketers, but what exactly is it, where does it fit in the social landscape and how can marketers and their agencies capitalise on it?

The Mumbrella Masterclass: TikTok for Marketers, will answer those questions and more as the industry dives into a new and exciting platform.

We Are Social’s Managing Director, Suzie Shaw, and Paid Media Manager (plus TikTok expert), Zeb Smith, will explore the intricacies of TikTok as a marketing tool while placing it in the context of the larger social and digital landscape.
They’ll look at TikTok’s audience, functions and content, how it can work for brands, the psychology behind the platform and the steps involved when it comes to trying it out.

You’ll get hands on instructions on how to use it in this deeply interactive session. This Masterclass will give you a broad understanding of the platform and its place in marketing, allowing you to make the right decisions on where it sits in your strategy.

Influencer marketing has become one of the most effective ways to communicate to your target audience through a trusted endorsement. However, there are key learnings for brands, and agencies, when building an effective influencer strategy, harnessing the power of this evolving medium, driving ROI and avoiding the pitfalls.

In this Mumbrella Masterclass, led by Social Soup’s founder and CEO, Sharyn Smith, take a deep dive into the current influencer marketing climate and understand the sometimes complex influencer ecosystem. Plus lift the hood on influence and discover why it is much bigger than purely influencer marketing.

This hands on and content rich masterclass will help you, and your company, build a business case for influencer marketing and measure real business results, while discovering how to match your brand and objectives to the right influencers.

Walk away with an in-depth understanding of authentic ambassadors, the influencer marketing eco-system, authentic ambassadors, effective influencer marketing strategies and more.

In particular, this session will explore, explain and execute:

1. Metrics reporting
2. Measures to drive positive marketing outcomes
3. Contractual considerations including content rights usage
4. Build and influencer marketing business case
5. Best practice standards