G MEDIA GROUP
WHO WE ARE
Founded in 2015, we’re a Sydney-based boutique marketing agency focused on the mining, construction, and manufacturing sectors.
OUR SCOPE
We understand your market – your customers, suppliers and partners – and we’ll figure out how to position your brand in a crowded space.
STRATEGY
After adding a great big scoop of heart and smarts to our work, we sprinkle it with just enough sass to help your brand shine even brighter.
TARGET MARKETS
Australian mining equipment, technology and services (METS) companies, construction and manufacturing.
MARKETING METS: ‘SPOT ON’ WITH G MEDIA GROUP
Precision mining is the resources industry’s version of keyhole surgery, according to the CSIRO. Once a deposit is discovered, precision mining seeks to target and extract the ore from a deposit as economically and sustainably as possible.
Australian mining equipment, technology and services (METS) companies understand that to be successful, the right equipment, a targeted approach, and deploying a measured strategy is paramount to beating the competition. Their marketing strategy must also align – or be ‘spot on’ – with these principles through a precise approach.
With METS companies generating about $114 billion in revenue annually and
steadily increasing mining investment suggests these sectors have grown considerably in subsequent years with expenditure expected to continue.
As technology and competition also grow at a rapid pace, METS companies are now more than ever becoming aware of the benefits in investing in marketing campaigns to better communicate their service offerings in what is a burgeoning yet highly fragmented market.
As the Creative Director of marketing agency G Media Group explains to Mining.com.au, the importance for METS companies to take action to have their voices heard cannot be understated.
Considering the mining and METS sectors combine to create more than 1.1 million jobs and contribute 15% towards Australia’s GDP, G Media Group’s Amanda Michael says deploying a ‘spot on’ marketing strategy could broaden a company’s known universe of potential customers by narrowing its messaging accordingly.
Long term success can be achieved through collaboration and communication across the entire mining and METS innovation ecosystem, G Media’s Creative Director tells this news service.
“Our deep knowledge of the METS sector makes us particularly well-suited to address their unique challenges and opportunities. We understand the nuances of their industries, enabling us to deliver tailored strategies that resonate with their target audiences,” Michael explains.
FINDING A VOICE, DELIVERING THE RIGHT MESSAGE
In today’s market, diversity reigns not only in consumer preferences but also in how organisations allocate their marketing resources. It underscores the critical need for marketing teams like G Media Group to recalibrate their strategies dynamically, ensuring they remain responsive to market shifts and opportunities.
According to a FY25 Marketing and Customer Benchmarks study by the Australian Marketing Institute and Mi3 Australia, adaptability is critical for marketing agencies and their clients alike with the marketing sector poised to experience three speeds heading into 2025.
On balance there is underlying cautious optimism – those increasing budgets (31%) and holding current investment (35%) outnumbering those cutting marketing outlays (34%). Some 50% of the manufacturing and building supplies sector in particular has identified marketing budget increases up to 10%, the Marketing and Customer Benchmarks study notes.
Recent data shows a notable transformation has emerged in the area of marketing’s KPIs in which customer lifetime value (CLV) has quickly elevated to become a paramount metric, signalling a broader industry pivot towards sustained customer relationships and long-term profitability. While many are only just catching on to this now, focusing on CLV has been a foundational pillar of how G Media Group approaches its service offering.
The Association for Data-driven Marketing and Advertising (ADMA), Marketo, and
Which-50 recently joined forces for Marketing 2025 – a comprehensive study of how the priorities, capabilities, KPIs, and technology needs of marketers are poised to change in the years ahead. The study also finds that CLV will replace customer retention as the top priority heading into 2025, as marketing-sourced revenue becomes increasingly important.
The “really big change between now and the world of seven years in the future concerns lead generation” with the Marketing 2025 study showing across the board, this will become much less of a priority. Among large companies, the drop is from 18% to 6%, for medium companies from 21% to 6%, and in smaller companies (which presumably expect to be bigger companies by then) the proportion of marketers who say it will be a top priority craters – dropping from 26% to 9%.
Customer lifetime value is a critical metric considering research by analysts at Forrester forecasts global marketing spend to grow 30% from 2021 to 2025 to reach US$4.7 trillion, representing a compound annual growth rate of 7%. However, Australia is poised to sit toward the bottom of the forecasts at 3.2% pickup in marketing spend by 2025, meaning opportunities exist for those previously not focused on marketing to capitalise on the ever-growing type of promotional platforms to have their voices heard.
As the Australia Marketing Institute and Mi3 Australia report highlights, while traditional metrics like net promoter score recede in prominence, “it’s telling that ‘brand equity’ retains its foundational role, viewed as both a leading indicator and a predictor of future success”
At the heart of these shifts lies the capability and preparedness of marketing teams like G Media Group. The Marketing and Customer Benchmarks study underscores a critical gap – just 34% of respondents believe their teams have the essential skills required for future challenges.
G Media Group is not part of that 34%. The agency prides itself on assembling a team that not only has the requisite skills to perform in the current landscape but also adapt to the changing environment in which they can pivot towards areas demanding immediate attention.
This adaptability is likely to bode well for the agency to capitalise on the marketing sector’s three speeds heading into 2025 – those increasing budgets (31%) and holding current investment (35%) outnumber those cutting marketing outlays (34%), as previously mentioned.
As this news service discovered at IMARC in October, a growing number of METS companies are increasing budgets or at least holding current investment in marketing.
Crucial in this three-speed market, according to the Australian Marketing Institute, are the fundamentals of authenticity, trust, and communitybuilding remain. G Media Group’s Creative Director notes the challenge lies in balancing technology and a digital approach with human touch, using AI and other emerging technologies to support rather than replace genuine connections.
CREATING LIFETIME CLIENT VALUE
Founded in 2015, Sydney-based boutique marketing agency G Media Group was established to help companies primarily in the mining, construction, and manufacturing sectors find their voice through creating lifetime value for its clients. The firm was established through Amanda Michael’s blend of passion and drive for success.
Focusing on business-to-business (B2B) marketing, G Media Group specialises in end-to-end tailored solutions and handles the whole spectrum of clients and projects – from original equipment manufacturers (OEMs), to manufacturers, mining houses, and component suppliers, providing tailored marketing to the unique needs of these industries through their ebbs and flows.
Michael says the growth journey of the boutique agency has mirrored the industries it both operates in and serves – “rewarding during some phases and challenging during others”.
To the Creative Director, the greatest challenges today are coming up with a strategic creative that clicks with a company’s target audience. It goes beyond merely checking boxes – “it’s about crafting an impactful campaign
that shows off the brand and connects with the audience”.
“These ups and downs have been instrumental in shaping our experience and resilience, ultimately contributing to the success of the business. We’ve learned from each phase, which has allowed us to evolve into a company with a strong foundation and a deep understanding of the market,” Michael tells Mining.com.au
Through establishing long standing client relationships, the firm works with clients, suppliers, and partners across all aspects from strategic planning and brand positioning to digital marketing, content creation, and targeted campaigns designed to elevate brand visibility and engagement within these industries.
Michael notes that everything G Media Group creates takes into consideration and integrates a client’s near-term objectives with its larger corporate vision.
The firm is actively refining its own vision with renewed importance of delivering quality. The Creative Director notes that quality service has always been there with G Media Group – the refinement of its vision is purely reinforcing it even further.
Finding an agency that combines attention to detail, a deep understanding of the target market, and consistently executing is rare – especially in sectors like mining, construction, and manufacturing. G Media Group brings all of these elements together, allowing it to deliver effective marketing campaigns that resonate with the audiences of its clientele, she says.
“Looking ahead to 2025, we aim to deepen our engagement in the mining sector, focusing on telling the industry’s stories and highlighting the achievements of companies within it. We want to bring more visibility to an industry that is often misunderstood, helping to reshape perceptions and showcase its true impact and innovation,” Michael adds.
“Our primary focus remains on the core industries we serve, but we are always open to expanding into other sectors. We have successfully collaborated with brands beyond our usual scope, including Toyota, which demonstrates our versatility.
“We welcome all opportunities and thrive on new challenges, driven by our passion for delivering impactful marketing solutions across diverse industries.”
To date, G Media Group has worked with major brands including Bisalloy and Toyota, as well as global manufacturer and distributor of earthmoving and mining equipment Komatsu, and Sandvik, a high-tech company offering products and services for mining, rock excavation, rock processing, and metal cutting.
Companies like the latter two in particular engage agencies such as G Media Group to seek marketing expertise they may not possess internally or they require additional support to effectively boost their brand visibility.
“Beyond just industry expertise, these companies value longterm relationships built on trust. For us, it’s not about a oneoff project – it’s about aligning with their business objectives and key performance indicators (KPIs) to drive lasting results,” Michael adds.
“We are passionate about what we do, bringing creativity and dedication to every initiative, ensuring that each project contributes to a broader strategy for sustained brand success.”
For B2B brands like Sandvik, where operating tactics for branding and marketing aren’t typically approached in the same way as luxury, fashion, or food brands, developing and implementing a clear marketing strategy is crucial.
“In industries such as mining and equipment, where technical expertise and trust are key drivers, the role of marketing is to communicate not only the value of the product or service but also the reliability, innovation, and industry-specific benefits the company offers,” she says.
“Unlike luxury brands that focus on lifestyle and emotional appeal, companies like Sandvik must prioritise building credibility, showcasing industry leadership, and providing clear value propositions that resonate with a highly informed audience.
“A well-crafted marketing strategy is essential for standing out from direct competitors and positioning the company as a thought leader while building long-term relationships based on trust and performance.”
Additionally, aligning marketing efforts with external industry events such as conferences, association activities, and key sector-specific gatherings plays a critical role in reinforcing this positioning.
CONSIDERING A MARKETING CAMPAIGN? SPOT ON!
Positioning in the market comes down to implementing and executing an effective marketing strategy. For example, with its well-known slogan, ‘Let’s Go Places’, Toyota’s brand positioning is centred around reliability, quality, and innovation. The slogan encapsulates this ethos, referencing not only the vehicle’s journeys but also denoting personal growth and discovery for the driver.
So, what are the steps companies that have never engaged a marketing agency before need to take to get the ball rolling?
Michael says the first step is to clearly define goals and set a realistic budget. This is crucial because, rather than tackling projects in small, disconnected pieces, it’s far more effective to understand the ultimate objectives and how these align with the needs of their target market.
“By having a clear vision of what they want to achieve, companies can ensure their marketing efforts are cohesive and aligned with their business strategy,” G Media Group’s Creative Director notes.
When a company is organising a marketing budget, it’s important to start by identifying the essential projects, such as product launches, campaigns, and key conferences or events.
“At G Media, we believe in maintaining open, honest communication with our clients. If we feel something isn’t going to work or needs adjusting, we’ll always let them know. We’re not the kind of agency that simply delivers a project and walks away. We believe in a truly collaborative approach, ensuring that every aspect of the project is handled with care and attention to detail,” says Michael.
For example, when handling exhibitions, G Media Group goes beyond stand design and construction and manages elements from promotional materials, to uniforms, and any other requirements. The team will be present on site throughout the event to support last-minute requests, in an end-to-end approach from concept through to execution – an ideal asset considering how hectic the mining conference circuit is each year.
“Whether you’re looking to create an immersive experience at exhibitions, industry conferences, or other corporate events, we ensure your brand is represented to the highest standard,” Michael tells Mining.com.au
“Everything we create must have its place in your bigger vision”
Recent and upcoming events include the Critical Minerals & Energy Investment Conference and Exhibition returning to Perth from 21-22 October; the inaugural Mining, Metals and the Circular Economy conference that took place at the ICC Sydney on 29-30 October, co-located with the International Mining and Resources Conference (IMARC); the second Noosa Conference for 2024 coming up from 13-15 November; and PDAC 2025 – the World’s Premier Mineral Exploration & Mining Convention being held in Canada next March, to name a few.
Mining.com.au is an official media partner of the Noosa conference in November and attended IMARC last month.
For Glenn Cooper, an experienced C-level executive across the construction, mining, industrial, and manufacturing industries, collaborating with G Media Group added clarity to communicating his company’s ‘bigger vision’.
“Mining goes beyond extraction; it serves as the backbone of global infrastructure and a catalyst for sustainable innovation. With over 30 years of experience within the mining, quarrying and construction industries at senior levels including CEO and MD roles, , I’ve dedicated my career to transforming companies and brands into market leaders, managing multiregional operations across diverse markets from the USA to China,” Cooper tells Mining.com.au
“Partnering with industry leaders worldwide, I’ve had the honour of crafting strategic narratives that inform and inspire. My collaboration with G Media Group has enhanced this impact, utilising comprehensive marketing strategies to break traditional barriers—reshaping perceptions, fostering engagement, and building trust in this vital sector.
“We have brought essential stories to life, reinforcing connections and ensuring that the contributions of the mining sector are recognised and celebrated.”
CASE STUDY:
‘STAR OF THE SHOW’ SANDVIK
One of G Media Group’s most effective campaigns was the Sandvik DE712 drill rig campaign and global presence at the prestigious PDAC mining conference in Toronto, Canada. Sandvik approached G Media with a twofold mission – to showcase its ‘groundbreaking’ DE712 drill rig and to make a major impact at the event.
The DE712 was the “star of the show” and front and centre of Sandvik’s presence.
G Media Group’s task was to create a suite of marketing assets that highlighted its capabilities while ensuring Sandvik’s stand at PDAC captured the attention of industry leaders. This involved photography, copywriting, graphic design, video production, concept, design, build, merchandise, and global logistics.
The G Media Group team designed and built a modern, on-brand stand that not only featured wall graphics showcasing the DE712 and other products but also included smart, functional spaces for storage and seating. The open design encouraged interaction, and the striking visuals drew attendees in, turning casual interest into meaningful conversations.
“Carefully crafted merchandise and seamless global logistics ensured everything went off without a hitch,” Michael explains.
THE APPROACH
“For the DE712 campaign, we combined photography, design and copywriting to craft an engaging brochure that brought the machine’s features to life. We also designed a highly detailed technical specification sheet, providing clarity and precision that aligned perfectly with Sandvik’s brand. Additionally, we created a sales presentation that made even the most technical aspects captivating, proving that data doesn’t have to be boring.
“To further amplify the DE712’s presence, we developed editorial and advertorial content for key industry publications like Coring Magazine, offering insights from the product manager and sharing real-world experiences from satisfied customers.
“We also spent two days in Orange, New South Wales, filming and interviewing for a testimonial video, capturing the DE712 in action, which added a dynamic visual component to the campaign.”
G MEDIA:
THE RESULT
Michael says G Media’s brochures, technical specification sheets, and sales presentations became standout features at industry events, successfully showcasing the remarkable DE712 drill rig. The editorial content developed “told the world about the innovative machine, driving further engagement”.
“At PDAC, Sandvik’s stand stole the show. Attendees were captivated by the product displays and wall graphics, with the DE712 drill rig drawing particular attention. The comfortable seating gave conference-goers a chance to rest and chat, while the overall stand design elevated Sandvik’s brand visibility. By the end of the event, Sandvik left PDAC with their brand soaring and the DE712 firmly positioned as a leader in the industry – just as we planned,” she adds.
Dayne Pocock, lifecycle support services manager (acting) for Sandvik Mining and Rock Solutions in Asia-Pacific, tells Mining.com.au that working with the team at G Media Group delivered the tangible and intangible outcomes the company was seeking.
“They demonstrated great flexibility and a genuine commitment to understanding and meeting our needs. Throughout the project, they were responsive, professional, and always willing to adapt to any changes,” says Pocock.
“Their expertise and collaborative approach made the process smooth and successful, and we are very pleased with the results. I highly recommend G Media Group for any company looking for a reliable and creative marketing partner.”
CLICK HERE to watch the DE712 video created as part of
the DE712 campaign.
TANGIBLE AND INTANGIBLE OUTCOMES
When it comes to marketing there are tangible and intangible deliverables. G Media Group approaches quantifying both tangible and intangible outcomes based on the specific nature of the project and the promotional activities involved.
For example, the success of an exhibition such as Sandvik’s at PDAC, is often measured by the number of leads generated and the engagement on the stand, while also factoring in overall event attendance. Campaigns can be tracked through mechanisms like custom phone numbers, unique URLs, or specific offers that tie directly to customer responses.
While digital engagement can also be a useful metric, it’s not the sole focus. Michael says depending on the campaign, G Media looks at other key indicators such as brand awareness, customer feedback, and face-to-face interactions at events or through direct sales channels. These provide a more comprehensive view of how a campaign is performing, especially in industries where personal relationships and trust are critical.
“Ultimately, our goal is to offer a balanced assessment that combines measurable data with qualitative insights to demonstrate both immediate impact and long-term brand growth,” she says.
Focusing on B2B marketing, G Media Group specialises in providing end-toend solutions tailored specifically for the mining, construction, and manufacturing sectors.
Through establishing long standing client relationships, the firm works with clients, suppliers, and partners across all aspects from strategic planning and brand positioning to digital marketing, content creation, and targeted campaigns designed to elevate brand visibility and engagement within these industries.
“We take the time to understand their challenges and get straight to the point, delivering efficient solutions without unnecessary steps,” G Media’s Creative Director says.
“As a strategic partner, we collaborate with clients all year to adapt to changing market conditions, industry trends, and business objectives. This longterm approach builds trust, deepens relationships, and sets us apart from agencies that focus only on one-off projects.”
Written by Adam Orlando for Mining.com.au
