MMG and Stephenie Rodriguez were retained by JR/DutyFree in April 2013 and were engaged to complete a CIMA Audit review and identify key opportunities for us to increase our revenue, engage our customers and innovate in our industry and this was delivered in a Strategic Recommendations Report. There was a focus criteria in this undertaking to identify our opportunities as it related to marketing to Asian and Chinese travellers and improve our relationship with the Connected Consumer.

Stephenie was able to engage and interact gaining the respect and confidence of our stakeholders from the top down. It was remarked internally as to how she was able to quickly and elegantly understand our business, our team and our potential though her retail safari, deep dive, and collaborative professional process. She and her team delivered a solid and insightful Strategic Recommendation Report for our company that was incorporated into our successful tender for the DutyFree supply to Brisbane Airport and now being deployed across our business.

We then re-engaged Mighty Media Group to help us implement and execute our social media strategy with the build, consolidation and construct of our first social media campaigns related to holiday shopping trends and aligned with popular social networks in Australia, New Zealand, Asia-Pacific and PRC including Weibo, Douban, Youku, Youtube, Twitter, Instagram and Facebook. JRDutyFree have been shortlisted for the Moodies Social Media Award for Best Social Media Campaign for our #JRLoveHolidays Photo competition completely ideated and deployed with Mighty Media Group.

In addition to MMG’s ability to be help us be more innovative in our marketing and create more intimate dialogue with our travellers through social media channels the team are also fun to work with – from their CEO/Strategist, visual creatives, technologists to their web developers, community managers and analysts. We are made to feel important and appreciate the spirit of partnership that MMG bring to the table. Stephenie herself is not only a thought leader in the social and digital space, she was also able to influence and gain support from stakeholders across our business and I would recommend Stephenie and the agency to others wishing to improve or embark on digital, mobile or social media marketing.

On a personal note Stephenie has taught me a lot about the connected world and it has been a lot of fun to work with her.


Ashley Thompson, Marketing Manager, James Richardson Pty Ltd  


 “Social media is so five years ago. Content marketing is king, and engagement is the order of the day.” Yes. I said it.

If you can relate to that sentence you probably shouldn’t read this blog.  It’s interesting to watch marketing laggards now giving credence to the voice of the people.  Conversations taking place on-line are not new. They haven’t been new for quite a few years now. Content marketing is moving communities beyond a LIKE and towards social commerce. “Show me the money” is on the lips of CFOs who want to see all this time and chatter lend itself to the bottom line.

The real opportunity for smart marketers is not to just passively participate manning an ambient Facebook wall and posting a few random tweets. According to my one of my favorite thought leaders in the digital space Brian Solis we’re seeing a substantial shift leaning toward convergence and content marketing across paid, owned and earned media being at the heart of it all.

In every strategy that I write for both large and small companies, the narrative appears to be the hardest portion to get their heads around yet all of marketing is story-telling. Content marketing is a means of using all the social touch points to one’s advantage by creating a rich media narrative. Facebook walls and Twitter streams are just places to spark interests, feeding a community (and hopefully a funnel full of leads) to more meaningful places on the web to foster trust, engagement and conversion. A micro-site explaining a new product, project or mandate with a CTA (Call to Action) in plain sight is a place for which a micro-conversion can be measured. Rather than the hard sell and the big BUY NOW button blinking like a Las Vegas hotel, a place to gauge real interest can assist companies who want to know more about who is crawling their website and what they are really interested in.

 They access content on demand, when they want, and how they like it. It’s up to the savvy marketer to know how to tell the story and sell the idea, message or product.

Closing the loop by asking web visitors to supply information that will be later used to market to them directly in exchange for content is indeed transactional but permission based.  In order for this to be of any consequence, value must be created.  A well designed marketing campaign engineered from the ground up in this fashion will offer progressive marketers a chance to gauge both the size of the exercise and the intention of those who clicked on an ad, link or sponsored story on Facebook. The result, lower cost per acquisition per lead, as over time the lead can be converted and re-marketed to as content marketing separates the chaff from the wheat and delivers in bread.

About the Author

Stephenie RodriguezStephenie Rodriguez founded Mighty Media Group, a leading data-driven digital, mobile and social marketing strategy and solutions firm, in 2004 and is currently the company’s Chief Executive Officer. She is also the former publisher of Ocean Drive Magazine (Australia), a speaker and futurist on all aspects of social technology, an evangelist of engagement,  and has advised companies including SSP – The Food Travel Experts, Austereo, JR/DutyFree, Radar Group of Companies, Transfield, Allied Mills, ClubMed, AIATSIS, Income Solutions, and Bayer (Berocca), Toyota, Mercedes Benz, and the UN FAO. You’re likely to find her Tweeting here @digitalgodess or present at events such as #SXSWi, #TFWA, #Tedx and #SocialBiz.