Login



Enter your email address and we'll send you instructions on how to reset your password.

Invalid Email Address.

Experiential Marketing News & Insights

{
  "moduleName": "data",
  "moduleDescriptor": {
    "templatePath": null,
    "parameters": "resource=\"blogposts\",version=\"v3\",where=\"\\{'$and': \\[\\{'id' : \\{'$ne':'734189'\\}\\},\\{'blogId' : '14726'\\}\\]\\}\",limit=\"9\",skip=\"0\",collection=\"bloglist\",template=\"\"",
    "apiEndpoint": "/api/v3/data",
    "objectType": -1,
    "objectId": -1,
    "adminUrl": ""
  },
  "items": [
    {
      "id": 698609,
      "siteId": 2917961,
      "blogId": 14726,
      "postTitle": "Celebrating a milestone 20 years!",
      "postFeaturedImage": "/Images/blog/DSC_0057.jpg",
      "postBody": "

Since 1996, founder & CEO of The Marc Edward Agency (MEA) Edward Kaleel and team have worked with some of the biggest names in luxury, beauty, FMCG\n and consumer lifestyle brands, offering highly sought after recruitment & training for the deployment of specialised brand ambassadors along with\n creative thinking for implementation of through-the-line marketing activities.

\n

Two decades on, the agency is celebrating its 20th anniversary. Not only has the agency remained relevant & a renowned leader in its category,\n but it continues to help brands find new and creative ways to stay ahead & cut through the clutter in an ever-changing retail landscape.

\n

“MEAs philosophy has always centred on ‘bringing brands to life through the use of people’ and that remains true today. “This ethos is the heritage of\n the agency and something we’ll continue to always try to do brilliantly.

\n

We create brand experiences through creative design, production development and the execution of experiential, which requires the right kind of people.”\n

\n

It’s about ensuring a clear point of difference in the marketplace,” explains Kaleel. “We disrupt the customer’s journey in positive ways to steer them to the point of purchase, not just into the category where a sale can be lost to a competitor brand.

\n

\"MEA
 \n

\n

Passionate about people \n

\n

Kaleel says, “When we recruit the focus always remains on the conversation around the in-store consultation, creating dialogue through open ended questions\n that builds trust between customer and consultant, understanding the customer’s needs and not being afraid to ask for that sale.

\n

“There’s more and more pressure today on the recruitment piece; with experience and a proven track record now being a crucial part of the selection process,\n with clients insistent on the need for BA’s that can hit the ground running.”

\n

Clients often ask Kaleel where he finds his amazing talent pool of people to which he explains that having been in business for 20+ years now has enabled\n MEA to build up a reputation, both in the local Australian market and overseas, where a lot of potential candidates come to MEA via word of mouth from\n within the beauty and FMCG industry. Having said that, MEA still receives hundreds of resumes a week purely on this one fact!

\n

When recruiting beauty staff, Kaleel looks for people who potentially want a career, not just a job. He says, “It’s this one simple question if answered\n honestly and correctly can reduce the time required to sift through hundreds of resumes to finding the needles in the haystack so to speak. We can\n teach anyone to do the job but their attitude and cultural fit are the two things that become the deal breaker.

\n

“I’m always looking for the X factor. Like each person’s fingerprint or DNA that makes them unique; it’s the key difference, it’s what is going to make\n them stand out from everyone else around them in store.

\n

“A brand’s core asset is its people; it doesn’t matter how creative or wonderful an experiential zone or pop up store we’re bumping into a shopping centre\n might look like, if the staff working it are substandard, then that will be the experience & perception the customer walks away with regardless\n of how big the brand is.”

\n

\n
\n

\n

The customer service experience

\n

Kaleel says, “The heartland of our business is ultimately about driving sales for clients; everything we do has a productivity target to measure the return\n on investment.

\n

We have the ability to be able to get brands into the hands of a shopper who may then make a purchase. There are few marketing channels where you can ask\n for a sale at the point of connection. The driver of everything we do is the ability to ask for the sale in such a way that the customer will not only\n buy once off, but remain a loyal customer to both BA & brand. This is built on trust & loyalty by customer in the sales consultant.

\n

“What is it that drives an impulse purchase? It’s the merchandising, point of sale and ultimately the retail consultant. Amazing customer service is about\n building a rapport that leaves a lasting impression on the shopper believing ‘they will potentially have the customer always wanting to come back to\n them as their service was a standout’.

\n

“Great customer service is about not being pushy. Customers today have heard and seen it all before. Having that genuine smile on your face along with\n direct eye contact, & creating genuine dialogue in a flowing way, is first steps to making the customer feel like they’re the most important thing\n at the time,” Kaleel says.

\n

There’s no denying technology has changed the way we shop. Nowadays we can browse a multitude of stores all from the comfort of our armchair. Yet Kaleel\n stresses that online shopping can’t offer the desirable one-on-one experience that in-store retail can.

\n

“The rise of online retail has actually thrown the spotlight back onto the attributes of today’s customer service consultant. We’ve experienced growth\n in the need for great BA’s and I believe the customer if we are talking the beauty category, will still prefer going into store if the quality of the\n consultative approach is nothing short of excellent.

\n

“It’s been an amazing 20-year ride,” notes Kaleel. “We’ve contended with the GFC and the massive popularity in online shopping but this has simply challenged\n us to think outside the square, to focus more on the finer attributes when recruiting that delves down to delivering amazing customer service and making\n sure our eye always remains on loyalty.”

\n

New frontiers

\n

As MEA marks 20 years in business it has moved into brand new premises also—an indication itself of exciting changes ahead. The new office, which\n resides in an early 1900s eight-storey Federation warehouse-style building right next to Pitt St Mall, offers the ideal creative space & an abundance\n of natural light for all at MEA to begin the next chapter.

\n

“Alongside appointing a new MD Nigel Hickey, we’ve appointed a new senior manager with Account Director Emma Mumford (ex-Havas WW) and Retail Regional\n Manager Liz Ho (ex-Myer Sydney City) and this will bring a new energy into the business,” says Kaleel.

\n

Our elevator statement has evolved too, “Bringing brands to life through the use of People Activation, Comms” to better represent who we are today.

\n

“The continued working relationships we’ve enjoyed with our clients, many of whom have been with us for more than 15 years, will continue to come down\n to delivery, being proactive, innovative, understanding the industry, and delivering on ROI.

\n

One thing that will not change is our passion for what we have always done, and will continue to do, in our ever pursuit of flawless execution as the face\n of our clients brands.

", "createBy": 1586006, "releaseDate": "2017-02-03T00:00:00", "createDate": "2017-02-03T12:30:32.703", "lastUpdateDate": "2017-02-07T17:47:19.447", "enabled": true, "deleted": false, "disableComments": true, "slug": "celebrating-a-milestone-20-years", "postUrl": "/news/celebrating-a-milestone-20-years", "metaBlogPostTitle": "Celebrating a milestone 20 years!", "metaBlogPostDescription": "" }, { "id": 733277, "siteId": 2917961, "blogId": 14726, "postTitle": "What can a communications agency learn from Behavioural Science?", "postFeaturedImage": "/What can a communications agency learn from Behavioural Science.jpg", "postBody": "

The PRIA National Conference 2017 brought together an eclectic group of Behavioural Scientists to provoke thought amongst the audience. Communications\n professionals were challenged to consider how insights completely out of the realm of a public relations agency can add great value to a public relations\n agency and its output. The key audience takeout on the day centred around the idea that blending the worlds of communications and public relations\n with learnings taken from a behavioural insights approach can lead to more robust communications strategies; hopefully resulting in stronger outcomes\n and results for teams. \n
\n

\n
 
\n

The PR Agency and the Behavioural Scientist

\n
In the world of communications, a PR company is always looking for two things:
\n
1.Ways to ensure their campaigns are effective\n
\n
\n
2.Ways to measure and report campaign effectiveness
\n
 
\n
Conferences, trainings and discussion panels industry-wide regularly debate the effectiveness of public relations and how best to measure effectiveness.\n Professionals develop creative ways everyday to generate campaign cut through in an ever-increasingly cluttered market amongst consumers who are ever-increasingly\n time poor. These factors coupled with media and advertising fatigue creates a very challenging environment in which to move the dial on consumer behaviour\n and perceptions.
\n
 
\n
According to Alex Gyani, Sam Tatam and Adam Ferrier; answers may lie in the field of Behavioural Science. Throughout the conference, speakers presented\n the case for using behavioural insights learnings to provide a public relations agency and communications professionals with alternative approaches\n to shifting behaviour and perceptions. The key recommendation is to adapt pre-existing models for communications purposes in order to provide a structured\n approach to campaign development.
\n
 
\n

How your communications agency can implement these learnings

\n
Proven models, such as EAST and MINDSPACE, can provide a robust approach to developing campaigns aimed at changing behaviour. When adapted for communications\n purposes, a professional can use these as a check list to ensure that campaigns will more effectively drive results. Similarly, developing strategies\n around motivation- or ease-based approaches to changing behaviour may have stronger campaign outcomes. Whilst an approach anchored in behavioural insight\n may not be appropriate for all campaigns; compelling cases were presented as to why professionals should look outside of our industry for learnings\n to drive campaign effectiveness.
\n
 
\n
Emma Mumford\n
\n
Comms\n
\n

 \n

", "createBy": 1734686, "releaseDate": "2017-11-28T00:00:00", "createDate": "2017-11-28T10:19:46.71", "lastUpdateDate": "2017-12-05T16:25:14.667", "enabled": true, "deleted": false, "disableComments": false, "slug": "what-can-a-communications-agency-learn-from-behavioural-science", "postUrl": "/news/what-can-a-communications-agency-learn-from-behavioural-science", "metaBlogPostTitle": "What can a communications agency learn from Behavioural Science?", "metaBlogPostDescription": "The PRIA National Conference 2017 brought together an eclectic group of Behavioural Scientists to provoke thought amongst the audience. Communications professionals were challenged to consider how insights completely out of the realm of a public relations agency can add great value to a public retaliations agency and its output. The key audience takeout on the day centred around the idea that blending the worlds of communications and public relations with leanings taken from a behavioural insights approach can lead to more robust communications strategies; hopefully resulting in stronger outcomes and results for teams." }, { "id": 733360, "siteId": 2917961, "blogId": 14726, "postTitle": "How studying at the College of Event Management prepared me for my first role at an event marketing agency", "postFeaturedImage": "/How studying at the College of Event Management prepared me for my first role at an event marketing agency..jpg", "postBody": "

From a young age, I’ve wanted to study event management because of the ever-changing atmosphere and the fact that no day was the same. I kept this same\n attitude right through college and throughout the process of job searching, hoping to land an entry level role in an event management company. The\n creative and exciting elements of events was what drew my cohort and myself into wanting to get into the industry. Gala dinners, celebrities, world\n known fashion brands, you name it! But we soon realised event management wasn't all glamorous. Through working a numerous number of hours on site as\n a volunteer, I saw the frantic and rewarding side of events.

\n
 
\n

Keeping a work-life balance within a role at an event marketing agency

\n
 
\n
A crucial element of studying part time was to ensure a work-life balance. Juggling a social life, working and studying all at once was at times stressful,\n especially when the major project was due. Looking back now, all these deadlines and the stressful reality of college deadlines were in itself preparing\n me for the workforce and a usual day within an office. Working at an event marketing agency, you are dealing with a range of clients and tasks daily.\n The norm is meeting daily, weekly and monthly timelines - just like I am completing my major project briefs again. Classic aspects of major project\n briefs such as design briefs, production schedules and excel spreadsheets are now daily routine within agency life.
\n
 
\n
Just like me, the majority of my cohorts were confused on what element of the event industry they would like to endeavor. It is such a large and ever-growing\n industry that it is hard to know what you really want to get out of it. When my course coordinator suggested the idea of working at an event marketing\n agency I was surprised as it never crossed my mind before. I felt under qualified to be attending an interview for an events agency with such global\n clients.
\n
 
\n

Gaining exposure with an event marketing agency

\n
 
\n
To my surprise I landed the entry level job through a reference from the College of Event Management and a large range of event experience on my resume. By working in an agency, I can gain extra experience and exposure in aspects an event management\n company would usually outsource, such as staffing and production management. Over my past few months working at an event agency in Sydney, I have learnt\n so much from working in a team with such experienced colleagues and look forward to growing in the industry.
\n
 
\n
Kristen Ciappara
\n
Activation\n
", "createBy": 1734686, "releaseDate": "2017-11-28T00:00:00", "createDate": "2017-11-28T10:32:36.657", "lastUpdateDate": "2017-11-30T17:48:50.097", "enabled": true, "deleted": false, "disableComments": false, "slug": "how-studying-at-the-college-of-event-management-prepared-me-for-my-role-at-an-event-marketing-agency", "postUrl": "/news/how-studying-at-the-college-of-event-management-prepared-me-for-my-role-at-an-event-marketing-agency", "metaBlogPostTitle": "How studying at the College of Event Management prepared me for my first role at an event marketing agency", "metaBlogPostDescription": "From a young age, I’ve wanted to study Event management because of the ever-changing atmosphere and the fact that no day was the same. I kept this same attitude right through college and throughout the process of job searching, hoping to land an entry level role in an event management company. The creative and exciting elements of events was what drew my cohort and myself into wanting to get into the industry. Gala dinners, celebrities, world known fashion brands, you name it! But we soon realised event management wasn't all glamorous. " }, { "id": 733953, "siteId": 2917961, "blogId": 14726, "postTitle": "The “Tips & Tricks” to creating the perfect resume for Promotional work!", "postFeaturedImage": "/The Tips Tricks to creating the perfect resume for Promotional work.jpg", "postBody": "

 

\n
When you have recruited tens of thousands of casually employed promotional and event staff over a 22-year period, you learn a thing or two about how to\n review resumes on mass, what to look for and what makes the cut!
\n
 
\n
What it is on resumes that get our attention for all the right reasons? How do you make it stand out from the crowd and land that crucial next interview?!\n Whilst we all want to showcase our extensive experience, it is important to streamline information to ensure that a potential, time poor employer finds,\n reads & retains all the important bits. But more importantly, ensure that those important bits do stand out and don’t get lost in a cluttered resume\n because the assumption is, more is best!
\n
 
\n

Creating that first impression.

\n

 In our industry, making the first cut is all about the application and resume.

\n

When applying to an agency like MEA for a casual in store Christmas role, or, as a brand ambassador on an events team, your application is the agency’s\n first impression of you. With hundreds of resumes being reviewed on an average day at MEA, making the short list will come down to your application\n – made up of a cover letter or email introduction, AND your resume.\n

\n

How to stand out & be noticed

\n

 1.The Email / Cover Letter – Introduce yourself by addressing the employer in your email and referencing the job being applied for.\n What you say and how you say it will set the scene - so ensure its short, concise and to the point. \n
\n

\n
(NB: A cover letter is a must if the job advertisement asks for one, so take note, as many employers will simply delete a job application if a resume has\n been sent with no cover letter when asked for one. Sound harsh? Not really when you think that not following a simple directive from the outset can\n be an indicator to a prospective employer that your attention to detail may be lacking or that you have disregard for what is being asked.)
\n
 
\n
2.The Resume: Vital statistics – Your vital statistics should always appear at the top of your resume. These should include your name,\n home address, suburb, state, postcode, email address, mobile and date of birth.
\n
 
\n

3.The Resume: The introduction – Introduce yourself both professionally and personally by listing a minimum of six professional skills\n and six personal attributes that you believe make you perfect for the role you have just applied for. Be sure your attributes and skills make you the\n right fit for the role, as a future employer does read these as they start to humanize the applicant on paper. These should always appear after the\n vital stats.

\n

4.The Resume: Your employment history – Starting with your most recent role, list who you worked for, job title and bullet point what\n you did in your role. If you have moved frequently between roles and companies, then it can be helpful to any future employer to understand why you\n moved around, as you want to ensure assumptions aren’t made from frequent movement being a result of not lasting in a role for any negative reasons.\n

\n
5.The Resume: In closing – Summarise your education (both high school and tertiary if any) and any certifications you may have gained,\n along with any charity/voluntary work you may have done (this can say a lot about a person too). Summarise any hobbies/pastimes you partake in, but\n only if there is a fit between those mentioned and the role being applied for, otherwise leave out. Be sure to list three references (minimum two professional\n and one personal or if not listed on your resume then state you will provide references upon request).
\n


Stand out from other promotional staff and land that interview!
 

\n
So, in following the above tips, make sure you keep the text in your resume to a minimum, be short concise and to the point. A resume layout is key and\n can be an attention grabber too – so if you are slightly creative, add a bit of flair to it in the way you lay it out, ensuring that it is still easy\n to read for the time poor employer and is memorable for all the right reasons. A great resume is easy to read, so ensure it looks uncluttered and clean.
\n
 
\n
So now with a resume that makes all vital information quickly identifiable, make sure the head shot compliments the resume and role you are applying for.\n
\n
 
\n
A professional head shot should be taken from the chest or shoulders up, as this humanises your resume. They say a picture tells a thousand words, therefore\n use your picture to characterise who you are and bring the written words in your resume to life!
\n
 
\n
But a word of warning, a picture can say more than the thousand words and a bad picture can undo a great resume. 
\n
\n

Edward Kaleel
Founder & Chairman
\n

", "createBy": 1734686, "releaseDate": "2017-11-30T00:00:00", "createDate": "2017-11-30T17:42:41.057", "lastUpdateDate": "2017-12-01T17:32:57.53", "enabled": true, "deleted": false, "disableComments": false, "slug": "the-tips-tricks-to-creating-the-perfect-resume-for-promotional-work", "postUrl": "/news/the-tips-tricks-to-creating-the-perfect-resume-for-promotional-work", "metaBlogPostTitle": "The “Tips & Tricks” to creating the perfect resume for Promotional work!", "metaBlogPostDescription": "" } ], "totalItemsCount": 4, "skip": 0, "limit": 9, "params": { "resource": "blogposts", "version": "v3", "where": "{'$and': [{'id' : {'$ne':'734189'}},{'blogId' : '14726'}]}", "limit": "9", "skip": "0", "collection": "bloglist", "template": "" } }