Jade Lewington, Student Ambassador, reflects on her inspiring experience at the Marketing South Conference 2024, highlighting impactful sessions, standout speakers, and meaningful networking opportunities that reshaped her view on modern marketing practices.

I had a fantastic experience attending the Marketing South Conference as a Student Ambassador. I was luckily invited by my classmate from University, who unfortunately couldn't attend due to exams, and I jumped at the exciting opportunity. The event brought together a diverse crowd of marketers that were very passionate and offered a space to exchange ideas, explore innovative trends, and connect with industry leaders. The space in the Rydges hotel located in Christchurch was extremely welcoming, with attendees engaging in networking, being extremely open and friendly with one another, which challenged my nerves associated with how the day would unravel.

Key Moments:

Marketing South was a lot of inspiration to me, offering insightful ideas on modern marketing practices. Through the engaging sessions and thoughtful discussions, the event highlighted innovative strategies included leveraging digital storytelling, rethinking sponsorships for deeper engagement, tailoring campaigns to real-time needs, utilizing AI and analytics, and exploring global markets. Attendees like
myself, left the event with takeaways to refine their marketing practices and a new perspective on how to navigate evolving marketing efforts with creativity and purpose.

A particularly engaging session and my personal favourite, led by Brett Colliver, focused on the innovative approach of a FreshChoice sponsor that reimagined its sponsorship strategy to create a deeper connection with its audience. This sponsorship transformed its logo presence by introducing a dedicated “aid aisle” during a marathon, being a clever way to address the physical and mental “slump”
that runners often experience during the last few kilometers of a marathon. Colliver highlighted how this activation went beyond traditional branding to provide real value by offering the runners salty and sodium rich snacks, and this dual-purpose initiative not only reinforced the brand’s relevance but also created a memorable touchpoint. The session itself was scheduled during the day’s mid afternoon slump, and Colliver offered snacks to re-energize, mirroring this concept.

Heather Cosentino from AJ Jackett was another standout speaker who left a lasting impression. Her passion and drive were evident as she shared her approach to creating content deeply rooted in collaboration with her employees. By empowering her team to contribute to the brand's storytelling, she showcased how authentic, employee-driven content can create a genuine connection with audiences -
also resulting in AJ Hackett’s Creator Summit!

Hayley Lewis truly captured my attention, not only by handing out FREE Kumara Proper Crisps—a personal favourite snack—but by sharing the inspiring story of Proper Crisps' resilience and recovery post-Cyclone Gabriel. Her heartfelt story highlighted the challenges they faced and the innovative strategies they put in place to rebuild, demonstrating the power of adaptability in businesses.

The event overall provided an excellent place to network with diverse, like-minded professionals, bringing different perspectives and expertise. It was quite educating to have deep conversations on the challenges being faced in reality in various industries. I felt as though the connections I made at Marketing South may have the potential to evolve into partnerships and collaborations that can extend beyond the event itself which made it very worthwhile for an almost finished undergraduate marketer
like myself.

Very special mention to the catering for all those that attended, with large varieties of food and drink options. Complimentary beverages, including a free coffee, kept everyone energized and lunch provided from Bloody Mary’s restaurant next door definitely added lots of positivity to the day. There were dietary requirements that ensured there was inclusivity which was so amazing to see, as I am lactose intolerant myself.

Source: Jade Lewington, 13 November 2024