Above: Naseema Sparks from the M and C Saatchi advertising company talks to Greater Dandenong businesses about branding.– Shaun Inguanzo
AN advertising guru and a man who markets doughnuts entertained Greater Dandenong’s business community last week for the South East Networks (SEN) Christmas Breakfast.
M and C Saatchi managing director Naseema Sparks gave off-the-cuff examples of how branding was relevant to Greater Dandenong businesses, including examples of disruptive marketing which had opened up new markets.
Ms Sparks spoke about the Virgin Atlantic airline company and how it tackled an industry dominated by highbrow corporate airlines.
Ms Sparks said Virgin changed the perception of airlines to one less intimidating for casual fliers.
Krispy Kreme marketing manager Mark Gilbert brought boxes of sugary delights – the Original Glaze – to the breakfast, and those boxes were raffled as door prizes to a handful of lucky attendees.
Mr Gilbert spoke about the doughnut giant’s successful penetration into Australia, with its Dandenong South factory a key part of its production strategy.
SEN manager Sandra George said the breakfast was also time for a lighthearted reflection on the contribution to SEN by many of the city’s businesses. Ms George said the SEN Magic Moments award winners were announced, with awards for attendance, networking, and tongue-in-cheek awards such as the ‘cold shower’ – given to one company which was so inspired by SEN’s seminars that the owner commented he needed a cold shower to calm down.
