The West's best marketers talk sport, retail and tech

In the penultimate episode of the series, Marketing Dividends travelled to Perth to meet some of the West’s best marketers. Host, Wavemaker’s James Hier, met guests; Mike McKenna (Chief Executive Officer, Optus Stadium), Chris Singleton (Interim Executive Chairman at Cycliq) and Alice Manners (Chief of Digital, Marketing and Product at Cash Converters), to discuss the value and power of marketing across a range of industries including sport, retail and technology.

It’s hard to miss the new 60,00 seater, state of the art Optus stadium and McKenna discussed how the new venue will impact both the local and national economy. Since the end of the mining boom in WA, marketing strategy has had to adapt to a different type of environment. “As a stadium, we are offering a product at a high price point so it’s about convincing people that the experience offered justifies a share of their tighter disposable income. We’ve also got to help get WA on the radar and be part of the tourism solution,” he commented.

Born and bred in WA with the first ever retail store launched in 1984, Manners spoke about the current business and digital transformation that’s underway to evolve the Cash Converters’ brand, whilst capturing a new audience with a particular focus on their personal finance offering. Alice said, “Cash Converter’s heritage is in WA. It’s national and international footprint needs to evolve, hence the business transformation. Our focus and priority is being the most responsible personal finance lender, whilst at the same time managing second-hand retail goods.”

From a crowd-funded start-up to an Australian Stock Exchange listed entity, Perth-based Cycliq, a dash cam for cyclists, now sells its products all around the world. Its mission is to raise awareness for road safety with its high definition, fully integrated rear-facing bike camera and safety light; engineered to keep cyclists safer on the road. As many start-ups introduce new technology, particularly if it’s a consumer focused electronic product like Cycliq, it’s effectively moving into a category that isn’t firmly established. “Therefore, it’s about analysing what the customer wants, delivering clear messages and defining a product development pathway pitched at the right price and channels,” Singleton said.

Watch the full episode above and don’t miss the final episode in the series coming from Canberra in August.