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MarketerQueensland
The Australian Marketing Institute Queensland Newsletter Issue 10 Spring 2011
Welcome to the Spring 2011 issue of Queensland Marketer, the newsletter of the Queensland branch of the Australian Marketing Institute (AMI).
In this issue we celebrate the winners of the 2011 Australian
Marketing Institute Marketing Excellence Awards who have
achieved remarkable results locally and nationally. We received
a record number of submissions for the Awards and the Awards
Lunch was yet again a major feature on the marketing calendar.
We applaud all winners of the National AMI Awards, particually
our local Queensland winners.
The national conference held in Sydney 19 & 20 October was
a great success with many speakers enlightening us on the
future of marketing.
We thank you for your support throughout 2011 and hope to see you
at The Pig ‘N’ Whistle on Friday 11 November for a few drinks, some
laughs and a chance to celebrate the year with your industry peers.
Thanks to you our members for your contribution to the Australian
Marketing Institute. As always, we welcome your feedback on this
publication and ask that you share any ideas with us by contacting
the AMI Queensland office on (07) 5593 9633 or [email protected].
Queensland Wins at National Awards
National AMI Conference 19 & 20 October, Sydney
2011 AMI Queensland Award Winners
The Digital Bubble Anyone have a Pin Handy?
Government Summit
Upcoming Events Calendar of Events Summer 2011
AMI Queensland Council
• IN THIS ISSUE
MarketerQueensland
Queensland Wins at National AMI Awards
The 2011 winners in the Australian Marketing Institute’s Awards for Marketing Excellence were announced at a sold-out gala dinner audience at the Sydney Hilton on 19 October as part of the Annual Conference.
Winner: Mater
Health Services
Mater Mothers’ Private
Redland – It’s the little
things that mean a lot, by
Mater Health Services.
The lynchpin to this plan was aligning existing services as an extension of the quality, care and trust that had been developed through the past 60 years. This extension was officially launched in March 2010. The plan was executed within budget with an increase in patient numbers of 36% and $700,000 in revenue in nine months.
Winner: BCM Partnership
The Art of Shaping, for
Triumph by BCM Partnership.
This campaign was developed to find real women to become ambassadors. Hundreds of women from around Australia and New Zealand, of all shapes and sizes, across all age groups, participated in the campaign, eager to demonstrate how they had embraced their natural shape, and in doing so, compete to become one of the six ambassadors.
Winner: BOQ
Bank of Queensland
We’re the bank with
products LIKE NO OTHER!,
by BOQ Bank of Queensland.
This campaign saw the launch of two new products not only contrived, named and in quick succession but targeted with precision. The result is a ROI of $14 for every $1 spent on marketing and a 25% increase in the rate of customer acquisition as this bank goes on a mission to get noticed as the bank with
products like no other!
Winner: Mater
Health Services
Mater Doctors Program,
Mater Health Services.
This health services company implemented a face-to-face relationship marketing strategy, focused on promoting reciprocal communications between two groups. This was underpinned by solid referral data and a thorough segmentation strategy to maximise their effectiveness.
Ieuan Hyde, Chief Marketing Officer, Mater Health Services.
Marco Eychenne, Creative Director, BCM Partnership.
Greg Abbey, Head of Brand and Marketing, Stella Papantomiou, Local Area Marketing Adviser, and Kent Madders, Marketing Manager, Bank of Queensland.
Ieuan Hyde, Chief Marketing Officer, and Lisa Dibbs, Director of Marketing, Mater Health Services.
• Brand Extension • Multimedia and Interactive
• New Product Launch
• Relationship Marketing
MarketerQueensland
FOR MORE INFORMATION Tel: 1300 737 445 | Email: [email protected] | Website: www.ami.org.au/2011annual
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please contact the events team at the Australian
Marketing Institute via email [email protected]
DISCLAIMER
The information contained in this publication is
correct at the time of printing. The Australian
Marketing Institute reserves the right to alter or
delete items from the program as circumstances
dictate and takes no responsibility for any errors,
omissions and changes.
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Mail: 2011 Annual Conference Australian Marketing Institute GPO Box 5295 Sydney NSW 2001
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Additional Awards Dinner Tickets may be purchased by completing the options above.
PLEASE ADVISE IF YOU HAVE ANY SPECIAL DIETARY REQUIREMENTS.
BUSINESS ATTIRE DRESS CODE APPLIES.
MARKETING TWENTY-TWELVE AND BEYOND
AUSTRALIAN MARKETING INSTITUTE 2011 ANNUAL CONFERENCE
2011 NATIONAL AWARDS FOR MARKETING EXCELLENCE GALA DINNER
19-20 OCTOBER 2011 > HILTON SYDNEY
The retail panel discussion declared
there wouldn’t be a recession in 2012
(Tim Burrowes with Dr Colin McLeod,
David Rumbens, Dean McEvoy, Ian
Alwill, Jennifer Cook and Kelly Baker-
Jamieson). However, David Rumben
highlighted that Australians are
saving more and people have less
job confidence.
David Chalke described an unsettled
Australia but reminded us that
there are opportunities in uncertain
environments; anything that makes
people feel they are back in control
will succeed. Mark Ritson hit it hard,
saying there’s no recession, just
strong brands and weak brands (see
Zara’s Australian success).
The message…marketers need to
shape up or be overtaken by faster
moving companies. Jarther Taylor
showed that many CMOs feel
unprepared for today’s complexity
and we need to better deliver value
to customers as individuals. The
16-week campaign development
timeframe is dead as smart business
responds to the immediacy of
demand (Andrew Murrell).
Nick Adams argued that marketing
is neither art nor science but
business, and a foundation of
repeatable processes is key. Rod
Grigson’s advocacy for automation,
delivering better campaign and
resource management, is one
smart strategy. So to is gaining a
full picture of a business to enable a
seamless contemporary experience,
with design a core driver (Hans
Hulsbosch).
The panel discussion prioritised
customer experiences and
challenged the meaning of loyalty.
As women form 80% of consumer
purchases, Linda McGregor
emphasised the importance of
marketing that ‘gets’ women’s values
around people and connections.
Rhys Hayes discussed ‘curating’
individual experiences and using
digital dashboards for real-time
customer insights. Dr Colin McLeod
explained consumer dissatisfaction
with the gap between ‘green’
intentions and action, and the role
for brands around education. In
balancing risk-taking with market
responses, Sally Loane highlighted
the value of public affairs working
hand-in-hand with marketing.
There was more debate than usual
around social media and Bruno
Fiorentini Jr said we need a real
objective to get involved. Scott
Doughty’s research showed that a
Facebook ‘like’ is not permission to
market – stay in touch but don’t over
communicate. Brands need to create
experiences and change the way they
communicate in this space (Stuart
Bartram). Mobile strategies were
featured, noting the rapid uptake in
their use as decision-making tools
(Scott). As for TV, Michael Branagh
argued that digital is liberating
consumers, providing flexibility that
shouldn’t be overlooked.
Mark Veyret set the scene for
proactive strategies for the future: we
need to think differently as companies
like Lego show that ‘innovation comes
from everywhere’. Co-creation,
he said, makes change happen. To
echo Bruno’s message, context, not
content, is king – and our response
to the future is seeing everything
through the customer’s lens.
Focus on the future:Marketing Twenty-Twelve and BeyondThe challenge of future-casting was met at this year’s Australian Marketing Institute national conference.
MarketerQueensland
Queensland University of TechnologySchool of Advertising, Marketing andPublic Relations
Major Sponsors: Media Partners:
• Brand ExtensionMater Mothers’ Private Redland – It’s the little things that
mean a lot by Mater Health Services
• Brand RevitalisationMaking the right turn – from personal injury to personal
care by Trilby Misso Lawyers
• Consumer InsightHealthy Insights by Mater Health Services
• Corporate Social ResponsibilityErgon Energy Envirofund by Ergon Energy
• EducationNot just a sporting school by St Joseph’s Nudgee College
• Experiential & Brand ExperiencesTourism Queensland’s ‘’Passport to Shine’’ Campaign by
Tourism Queensland and XCOM Media
• Green Marketingeco = zero. Environmentally responsible
paper with ecoStar. by Tell Creative
• Internal MarketingFrom the inside out – creating a united
working culture by Q-COMP
• Loyalty ProgramsSunsuper Double Up by Sunsuper & Nous
• Marketing Communications (Business to Consumer)Tourism Queensland’s ‘’Passport to Shine’’
Campaign by Tourism Queensland and
XCOM Media
• Marketing Communications (Business to Business)eco = zero. Making business
sustainable is easy. by Tell Creative
• Multimedia & InteractiveTourism Queensland’s ‘’Passport to Shine’’ Campaign
by Tourism Queensland and XCOM Media
• New BrandMater Mothers’ Private Redland – It’s the little things
that mean a lot by Mater Health Services
• Relationship MarketingMater Doctors Program by Mater Health Services
• Social MarketingSocial Marketing – Brisbane City Council – January 2011
Flood Crisis Social Marketing by Brisbane City Council
The Australian Marketing Institute Awards celebrates the most effective and innovative marketing. Congratulations to this year’s Queensland winners:
Whose Marketing is a Cut Above the Rest?
MarketerQueensland
The Australian Marketing Institute Awards celebrates the most effective and innovative marketing. Congratulations to this year’s Queensland winners:
Whose Marketing is a Cut Above the Rest?
MarketerQueensland
The Digital Bubble - Anyone Have a Pin Handy?
George Patterson Y&R National Digital Director, Rob Hudson, took the audience on a ‘warts and all’ look at the history of social media, the movement of key players such as Facebook, Google+, Twitter and LinkedIn, emerging trends and tips on how to use the social applications we all know and either love or hate, for business and pleasure.
The question was asked, “How can
businesses, brands and products
use these not-so-new media and be
sure to still deliver business success
and brand clarity?” Rob answered
this by presentating specific case
studies, statistics and real-life
scenarios to show that it can be done
and is being done, but it isn’t for
everyone. Rob has led award-winning
campaigns, yet he can attest to the
fact that getting to Cannes isn’t about
delivering siloed, short-term, splashy
campaigns. It takes strategy and
courage behind the scenes.
Rob gained his career start in the UK,
becoming a director of LPGF, one of
the UK’s first digital and PR agencies.
There he delivered online solutions
for clients such as Fujifilm, BBC, Aston
Villa, UK Government, Poole City
Council, Vosper Thornycroft & BAE
Systems. With more than 19 years’
experience in digital marketing and
online brand strategies, Rob has been
with GPY&R for the past five years. In
that time he has established a world-
class digital capability and this shone
through in the presentation, which
held the attention of all (even the
iPhone addicts)!
Some of Rob’s key learnings from the past 12 months show that:
Digital is most effective when used as an integrated part of
the marketing communications mix.
Budget is not always the answer – some of the greatest
successes are some of the least expensive
Sustainable marketing means putting brand before channel.
Digital and social media have been hot topics for marketers over the past few years and this topic doesn’t seem to be abating, with over 90 people attending the AMI’s recent presentation Brands and the Digital Bubble – Delivering Integration, Not Isolation at the Sofitel in Brisbane on 5 October.
MarketerQueensland
2011 Government Marketing & Communications Conference: Delivering Today Developing Tomorrow.
Held from 7-9 September, the Government Marketing & Communications Conference once again provided a great forum for marketing and communications people in government to get together and share ideas and experiences.
We heard from some inspiring speakers from both Australia and overseas.
Mark McCrindle started things
off with an insightful look at
generational change and the
implications for communications.
And we all managed to learn a few
words of Gen Z speak, it was “epic”.
Hank Jongen showed us how
Centrelink utilised new media in
the Queensland floods. Using social
media and mobile channels, his team
were able to send links to online claim
forms and reduce the pressure on call
centres. Centrelink’s response to the
floods demonstrated how important
new media channels can be in an
emergency and the benefits of having
structures in place before the crisis.
And to help us know what we need
to include in a social media strategy,
Government 2.0 advocate Craig
Thomler gave us a practical guide to
developing an agency social media
infrastructure.
One of the highlights was Mike
Lundgren’s presentation on digital
marketing. Mike’s session was so
full of information and ideas that
we’ve asked him to come back
again next year from the US to lead
a workshop on the future of digital
communications.
And from the UK, CEO of Ipsos Mori,
Ben Page, gave us an insiders’ view
to life in the public sector in the UK.
Ben has worked closely with both
Conservative and Labour ministers,
including Downing Street. And if we
need any evidence on how tough life
can be on our pollies, we only need
look at before and after shots of Tony
Blair to see how he aged during his
time as PM.
Ben stayed up until 3 AM in London to
join us on a live cross and we hope he
can make it in person next year at a
more friendly hour.
That’s just a taste of the speakers we
heard from this year. But we couldn’t
end news about the conference
without noting Pete Murray’s
performance at the conference
dinner. We were privileged to hear
one of Australia’s greatest songwriter/
performers in such an intimate
setting. Not to mention the fabulous
dance moves to the 80s tribute
band, Stand & Deliver. Thanks once
again to Southern Cross Austereo
for providing the conference
entertainment and of course to all
conference sponsors for the support.
A conference hash tag was set up
prior to the conference and it was
great to see attendees tweeting
throughout the day.
The conference will be back on the
Gold Coast next year from the 12th –
14th September and we look forward
to seeing even more government
communications people there.
7-9 September 2011
MarketerQueensland
• BRISBANE – Friday 11 November 5:30pm at the Pig & Whistle
AMI Queensland End of Year Networking
Join the Queensland Australian Marketing Institute and enjoy the Christmas cheer
We would love to celebrate the close of another
fantastic year with our Australian Marketing Institute
Queensland members. We invite you to join us for a
relaxed networking event – with a complimentary first
drink and light refreshments courtesy of the Australian
Marketing Institute.
We thank you for your support throughout 2011 and
hope to see you at The Pig ‘N’ Whistle for a few drinks,
some laughs and a chance to celebrate the year with
your industry peers.
TIME: 5.30pm, Friday 11th November
VENUE: The Pig ‘N’ Whistle, Riverside Centre, 123 Eagle St
COST Members: Free entry and first drink
Non-members: Free entry
• CAIRNS – Friday 11 November 2011
Cairns Luncheon Seminar Targeting the youth market
Using creativity and segmentation to cut through the noise.
The average young Queenslander walking around today
is exposed to hundreds and hundreds of advertising
messages all vying for their attention. Adam Penberthy
is MD of leading youth advertising agency FRESH. Adam
will look at ways to better segment the youth market to
engage and connect with this demographic.
TIME: 12.00 for 12.30 PM to 2 PM
VENUE: The Hotel Cairns, Palmer Room, cnr Lake and
Florence streets, Cairns
COST Members: $55
Non-members: $75
Members of Cairns Chamber of Commerce and Cairns
Business Women’s Club can attend at AMI Member prices.
Inquiries: [email protected]
Upcoming Events
QLD_Marketer.pdf 1 12-Sep-11 4:50:35 PM
MarketerQueensland
• EXECUTIVEJason Greenhalgh FAMI CPMAMI Queensland PresidentManaging Director, Major League Corporate [email protected]
Graham Wright FAMI CPMAMI Queensland State Appointed Director & Vice PresidentPrincipal, Graham Wright [email protected]
• COUNCILLORSPeter Gates FAMI CPMChairman, Business [email protected]
Geoff Gill FAMI CPM [email protected]
James Hall FAMI CPMGeneral Manager, TransdevTSL Brisbane [email protected]
Ieuan Hyde AFAMI CPM Chief Marketing Officer , Mater Health Services [email protected]
Kym Hill FAMI CPMBD&M Advisor Advisor, HopgoodGanim [email protected]
Dr Shane Mathews AMAMI CPMLecturer, [email protected]
John Montague FAMI CPM Director, Montague Irving [email protected]
Clare Treston FAMI CPMDirector, Tell [email protected]
Nick Vincent AFAMI CPM General Manager Marketing, Coffee Club [email protected]
Kellie-Ann Williams AFAMI CPM Chief Marketing Officer, Gold Coast Institute of [email protected]
• EVENT MANAGERLouise Marron AFAMI CPMEvent Manager, Australian Marketing [email protected]
• ABOUT AMI QUEENSLAND
The Australian Marketing Institute is the professional association for marketers.
We offer:
• Arespectedandauthoritativevoicefortheprofession
• Strongadvocacyofthehigheststandardsinmarketing
• Theopportunitytoachievecareeradvancement
and enhanced credibility in the profession through
professional development programs, access to
the latest information on marketing practice and networking with fellow practitioners.
• BECOME AN AUSTRALIAN MARKETING INSTITUTE MEMBER
Phone 1300 737 445
Email [email protected]
Find Out More For more AMI Queensland news, visit the
Australian Marketing Institute website or contact Australian Marketing Institute Queensland:
Phone (07) 5593 9633
Email [email protected]
The Queensland Branch of the Australian Marketing Institute has the flexibility to respond to the local needs of our membership as well as connect local members to the national activities conducted in capital cities and regional centres throughout the country.
Your AMI Queensland Council