Regional Australia is the country’s testing lab: Grow from the outside in

Plastic money, driverless buses, Macca’s brekkie, and lockout laws. While you might not love all of these things or be as prone to a hash brown as I am, they all have a common thread: they were tested in regional Australia, specifically in NSW’s Newcastle and the Hunter region.

The beta / test market approach in the test bed of regional Australia has been a long-standing approach to inform business and product investment. But are marketers doing it in a meaningful way? Jack Mason, managing director of advertising for Enigma, explores this question.

Every CMO I know will lean into the idea of ‘let’s just test it’ but when you talk about brand building and delivering a connected brand experience in the real world, a little online AB test won’t give you what you need.

Introducing regional Australia, the perfect testing lab for long-term growth.

When I moved to Newcastle five years ago from Sydney to join the team at Enigma, the raised eyebrows around my move to ‘steel city’ said enough on people’s perception of my decision. But today the tables have turned.

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