The DM Forum is a quarterly event focused on sharing knowledge between professional marketers. This evening’s forum provided an overview of the City of Melbourne’s event management services, with a focus on community experience and engagement. The City of Melbourne works with event organisers to strengthen the participant’s engagement with the Council, providing an opportunity for further interaction and activity. Events form a significant part of the Council’s approach to drawing people into the CBD and surrounds.
The second speaker discussed the new customer focused approach that was initiated through GE Capital’s Marketing Department. This case study provided an example of how marketing can lead to an innovative approach. GE Capital’s strategic marketing approach identified new customer segments, based on changing consumer trends, following the global financial crisis. The result has been a company that better understands its target markets and has been able to position its communication and products around the identified needs.
The DM Forum offered an opportunity for marketers to gain insight from speakers that have direct experience in utilising marketing to deliver tangible outcomes. The sessions are held on a quarterly basis, visit www.dmforum.com.au for further information.