Plastic money, driverless buses, Macca’s brekkie, and lockout laws. While you might not love all of these things or be as prone to a hash brown as I am, they all have a common thread: they were tested in regional Australia, specifically in NSW’s Newcastle and the Hunter region. The beta / test market approach in the test bed of regional Australia has been a long-standing approach to inform business and product investment. But are marketers doing it in a meaningful way? Jack Mason, managing director of advertising for Enigma, explores this question.
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Regional Australia is the country's testing lab: Grow from the outside in
