Marketing in the Age of Experience
Marketing in the Age of Experience!
Feeds are over-optimised, inboxes are overflowing and every brand is fighting for the same few seconds of attention. What sticks is a moment people queue for, join in on and tell a friend about.
That's the Age of Experience, and it's the theme of Hardie Grant Media's annual trends event for clients and industry partners.
We're bringing together marketers and brand builders for a morning of new Australian research and sharp insights on how consumer behaviours are shifting. Come for breakfast, a keynote, two expert panels, and connect with a room full of marketers to share ideas over a coffee ☕
We'll also unveil original research from Chapter One Consulting, the strategy consultancy in the Hardie Grant Media network. Chapter One will share it's latest findings on how Australians are behaving in the Age of Experience, and you'll be among the first to walk away with a copy of the report.
Who it's for: marketing, brand, comms and CX leaders who want fresh evidence, real examples and a good conversation.
👉 Details
📆 When: Thursday 29th of October, 9:00am to 12:00pm
📍 Where: Hardie Grant Media, Level 11, 36 Wellington St, Collingwood
🥐 What: Keynote and panel discussions, Q&A, networking, light breakfast and coffee
🪩 The Morning
9:00am: Arrival, light breakfast and networking
9:40am: Keynote: Marketing in the Age of Experience
10:00am: Panel 1: Designing for Emotion
10:40am: Morning tea
11:00am: Panel 2: Is Brand Experience the New Customer Experience?
🎤 The Line Up
Keynote: Marketing in the Age of Experience
Gemma Taylor, Consulting Director at Chapter One Consulting, delivers the first public look at their new research on The Age of Experience.
The research is built from national statistics, survey data, search behaviour, thousands of conversations Australians have online, and a decade of how brands show up. The question behind it: what do Australians now decide is worth it, and what does that mean for the brand you're building?
The keynote presents the biggest trends driving consumer behaviour in the age of experience, and closes with what brands should do about it, so you can take the evidence straight into your next planning session.
Designing for Emotion: The Neuroscience of Memorable Brand Experiences
The experiences people remember, are the ones that move them emotionally. This panel explores the science behind memorable brand experiences, and how brands using experience-led marketing to connect with consumers on a deeper level, build trust and long term brand resonance.
The panel will tackle:
Why some moments stick and most disappear
How a surprise fee or a painful queue at the end can undo a great experience
Whether emotion is the strongest point of difference when every brand is competing for the same attention
How to prove the value of a feeling to a CFO and earn budget for it
Panelists
Alyce Shaw - Content Strategist at BOQ
Ben Oliver - Media & ISC Lead ANZ at Mars
Sebastian Flynn - Strategy & Insights Manager at Chapter One Consulting
Is Brand Experience The New Customer Experience?
Consumers are shifting from watching to taking part, and they want moments and brand experiences they can shape. This panel looks at what it takes to design a brand experience people want to be part of. When customers stop being an audience and become participants, the brand earns the two things every marketer is chasing: attention and memory.
The panel will tackle:
Who should own the experience when brand, CX and product sit in different teams
How to move people from passive to participating
How much influence you can hand over without losing control of the brand
What to measure when reach and attendance stop telling the story
Panelists
James Henson - Head of Retail Marketing at Vinnies
Rhys Uhlich - Founder & Director at Shed House
Stacey Pinchbeck - Head of Strategy at Tide Communications
The morning will be MC'd and facilitated by Craig Somerville, Group Managing Director at Hardie Grant Media.
👋 We can't wait to see you there!
Hosted By
Hardie Grant Media is a leading independent Australian marketing network of 130+ people across Melbourne, Sydney and Brisbane. Six specialist agencies cover paid, earned, shared and owned media, strategy and production to bring to life any marketing objective. Clients get best-in-class depth in each discipline, with the agencies that are built to work together.
Chapter One Consulting is where great marketing starts. Using research, behavioural science and data to establish what’s true about customers, it tests the assumptions, designs from the insight and builds strategy that holds up once it meets the market.