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The Australian Marketing Institute Queensland Newsletter Issue 8 Autumn 2011
MarketerQueensland
Welcome to the Autumn 2011 issue of Queensland Marketer, the newsletter of the Queensland branch of the Australian Marketing Institute (AMI).
As this is our first newsletter since the floods and cyclones took their toll
across Queensland, we would like to reiterate the previous message
we sent to AMI members in January – that our thoughts and best
wishes are with those of our valued Queensland members,
sponsors and partners who were directly or indirectly
impacted by those disasters. For those of you facing that
situation, we hope that you and your families and colleagues
are progressing well in the effort to rebuild lives, homes and businesses.
We encourage our readers to make further donations to the Premier’s
Disaster Relief Appeal, which was launched by the Queensland Government
in January and is continuing to raise money to help those affected.
For information on how to donate to this appeal, please visit the
Premier’s Disaster Relief Appeal.
With everyone’s attention now firmly on the recovery and reconstruction
effort, marketers are taking their place in ensuring the success of these
efforts through genius strategies, effective techniques, latest tactics and
fresh ideas. This requires unfailing energy and commitment at an individual
level. Keeping us at our peak is why our 2011 Marketing Summit is switching
gears to take a deeper look at us as professionals and individuals and what
will equip us to be better marketers. The Summit program is designed to
inspire, encourage and challenge you as a marketer and support you as a
professional.
Read on to find out more about what we have planned for our Queensland
members in 2011.
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].
Upcoming Events...
Calendar of Events
2011 Marketing Summit
The Supercharged Marketer
Social Media and the
Demise of Email
Marketing?
What’s going on?
Recent Event
Ray Poynter
From flood to comeback
A ferry tale
BuyQLD
Keeping businesses buoyant
Awards Open
Time to Enter
AMI in Cairns
Marketing for Queensland
AMI Queensland Council
• IN THIS ISSUE
MarketerQueensland
Upcoming Events• 16 March
Cairns lunch seminar:
Customer Service – How Small Things Make the Biggest Impact
Christine Hepburn, The Defining Edge Training and Development
Click here for more details.
• 29-30 March
Foundation Workshop: Business and Public Relations Writing
Click here for more details.
• 13 April
An Insight into the Challenges and Opportunities of Running a Multi Brand Portfolio
Mark Reinke, General Manager Group Marketing, Suncorp
• 19 May
AMI 2011 Marketing Summit
The Supercharged Marketer: Optimising Your Marketing Performance
Victoria Park Function Centre, Herston, Brisbane
Now in its 9th consecutive year the 2011 Marketing Summit, ‘The
Supercharged Marketer: Optimising Your Marketing Performance’, aims
to help develop you as a marketing leader. Genius strategies, effective
techniques, latest tactics, freshest ideas…are all good and valuable aspects
of marketing. However, it’s the marketer that makes the strategy genius or
the idea fresh. This one-day conference is designed to inspire, encourage
and challenge you as a marketer and support you as a professional.
Click here for more information or to register.
Click here to visit the Queensland Events page of the AMI
website for more information or to register for AMI events.
Queensland University of TechnologySchool of Advertising, Marketing andPublic Relations
EXTREME MARQUEES
Thanks to:
MarketerQueensland
2011 MARKETING SUMMIT SPEAKERS:
IAN ALWILL Executive Director, Group Marketing and Communications, Nestle Oceania
“Reputation Management – Corporate, Brand & Professional – from a Marketer’s Perspective”
DANIELLE DUELL CEO, The Gainsdale Group
“5 days at Harvard: Insights from the ‘Innovation Strategies for a Changing World’ Forum”
DR AMANTHA IMBER Founder and Head Inventiologist, Inventium
“How to Turn Yourself into a Creative Problem Solving Machine”.
MICHAEL JANZ Director, Priority Management
“Your Time Matters … Work Smart”
DARREN RYAN General Manager Consumer Marketing, Canon Australia
“The business of using marketing to create sustained value for management. Creating a compelling business case and making it come to life.”
JEN STOREY Founder, Interactive Minds
“Embracing Online to Build Your Personal Brand”
PAUL VITTLES Chief Executive, The Vittles Organisation
“Marketers – Leaders and Agents of Vision-led Change”
JOHN R. KOCHANSKI CEO, Prodigy+
“Brainstorming Your Way to Success”
Victoria Park Function Centre, Herston, BrisbaneThursday 19th May 2011
Genius strategies, effective techniques, latest tactics and freshest ideas... it’s the marketer’s job. The 2011 AMI Marketing Summit takes a deeper look at us as professionals and individuals to equip us to be better marketers.
THE SUPERCHARGED MARKETEROptimising Your Marketing Performance
2011 MARKETING SUMMIT
MarketerQueensland
Social Media and the Demise of Email Marketing?Many people predicted the demise of email marketing as a result of the enormous growth of social media use by consumers. Recent studies indicate that email is still clearly the strongest performing marketing channel, with return on investment (ROI) estimated at between $40 and $50 for each $1 spent.
So what is going on?
People register to email lists because
they trust those brands and believe
they will receive something of value
in return. In relationship terms, email
is the equivalent of a first kiss as
opposed to social media platforms
which are more akin to flirting to see
what happens.
This is why email marketing still
performs strongly even though
consumers are spending more time
on social platforms. Marketers can
leverage that trust to continue to
build relationships. At the same
time they can use social platforms
to learn more about what their list
subscribers want to further enrich the
relationship.
With this understanding, marketers
can use social media to encourage
their audiences to take the next step
in the relationship and commit further
by signing up to their email list (which
generates such high ROI).
Marketers must now integrate their
email and social media marketing,
with the recognition that social media
is a partner of email marketing, not
an alternative. Audiences must be
engaged in the environments they
choose to engage in – and determine
the depth of that engagement.
Marketers must facilitate this, rather
than dictate to their audiences, by
offering the choice of channels.
To successfully integrate email and
social media a few simple steps should
be followed:
• Shareandrepurposeemailcontent
across multiple social platforms
• Promoteandcollectemail
subscribers from within social media
environments and integrate them
with your email subscriber database
• Applysharetagsinemailcampaigns
to enable subscribers to easily share
content
• Monitoremailcampaignimpactin
social media and track activity to
learn more about your audience
Leading email marketing platforms
such as www.insermo.com can
be used to simplify the process of
integrating social media and email
marketing. The combination of
the two is an effective way to build
audiences in both environments,
leading to growth in subscribers and
followers. The core principles of email
marketing success still hold and can
be applied to social media settings –
marketers must give people a reason
to want to engage with brands and
continue to deliver on those promises
to keep relationships strong.
by Mark Edwards, Next Digital
MarketerQueensland
Recent EventOn 4 March, the AMI and the Australian Market and Social Research Society jointly hosted a lunch seminar entitled ‘Social Media Killed the Marketing Stars’, featuring guest speaker Ray Poynter, The Future Place UK. The event was sold out – a clear sign of members’ interest in assessing the impacts and opportunities of social media, both now and in the future of the marketing and market research professions.
MarketerQueensland
From flood to comeback in 90 days – a ferry tale
The flood shut down the Brisbane
River, damaging or destroying
completely the entire ferry terminal
network. Suddenly, the company
faced the massive task of recovery as
some 18,000 weekly ferry users were
left stranded.
Lord Mayor Campbell Newman made
a pledge to the people of Brisbane
to resume services within 90 days. It
seemed an impossible task, but teams
of experts worked tirelessly around
the clock to remove debris, clear the
channels and rebuild flood-ravaged
infrastructure.
A major milestone was reached
just over 30 days after the disaster,
when to everyone’s surprise, a partial
service was ready for relaunch. It was
an obvious good news story; flood-
traumatised Brisbane was to reclaim
its river, and get back two thirds of
its iconic CityCat services – 60 days
ahead of schedule!
Much more than a month’s revenue
had been lost during the down time;
commuters, traditionally accounting
for 60% of the market, had made
alternative arrangements to get
around. How could we win them back
quickly and let recreational travellers
know that we were back in business?
Budgets and time-frames were tight
(what’s different?). Safety approvals
and final timetables were only
received within days of going live with
the relaunched service. We needed
to hit the market fast.
A big PR comeback stunt was needed
to make all of Brisbane sit up and
take notice. Hastily, a plan was made
to stage an historic flotilla parade
along the Brisbane River, involving
15 CityCats – representing our 15
years of service - and 8 CityFerries,
all in convoy. The Lord Mayor invited
guests, including Veolia Transport
Transdev staff involved in the
recovery effort to join him on the lead
CityCat, as it led a triumphant charge
up the Brisbane River.
The results exceeded everyone’s
expectations and had positive
impacts for both external and internal
marketing. News choppers whirred
overhead, ensuring the return of
Brisbane’s ferries was headline news
that evening on all news networks.
Staff morale and pride were given a
much-needed boost, as they were
recognised for their amazing recovery
efforts, and crowds of locals lined
the river banks and bridges, waving
and cheering, genuinely chuffed to
see the return. It was a goose-bump
moment; some say, a turning point
in the healing of flood-battered
Brisbane. A true ferry tale...
Justine Day, TransdevTSL Brisbane Ferries
Many businesses suffered set-backs as a result of the recent Queensland floods, including Veolia Transport Transdev, operators of Brisbane City Council’s CityCat and CityFerry services.
MarketerQueensland
BuyQLDFind and buy from Queensland businesses affected by the 2011 floods and Cyclone Yasi
What started as a businessman’s personal appeal to all Australians at the height
of the January 2011 floods has grown into a full campaign.
On Saturday January 15, Murray Berghan took out a full-page ad in the
Weekend Australian calling for all Australians to aid in Queensland’s recovery
by buying Queensland made products and by choosing Queensland as their
next holiday destination. The following Wednesday, he placed another ad
calling for his peers in the advertising, marketing and entertainment industries
to donate their combined talents to create a campaign to bring this plea to life.
The subsequent media interest and industry support has brought together
advertising and digital agencies, social media experts, billboard
companies, printers and iconic Queensland brands to help in
spreading the message that by buying from Queensland
businesses, you can help repair the damage to the economy
and reduce the emotional and financial burden experienced
by so many business owners and their employees.
Together we can keep Queensland businesses from going under.
MarketerQueensland
Awards for Marketing ExcellenceEntries Now Open
• Friday 2 September 2011
Hilton, Brisbane
Once again, the AMI Awards for Marketing Excellence will be a major feature on the calendar for 2011. Don’t miss out on your opportunity to participate in the awards and gain industry recognition for your organisation and your achievements. Queensland finalists will hear how they have fared when the results are announced at the annual awards luncheon on 2 September 2011. Join your peers, colleagues and friends at this annual luncheon to celebrate the best marketing in Queensland.
• Key dates for the 2011 Awards for Marketing Excellence
1 March: Online entries open
31 May: Online entries close at 5pm AEST
2 September: Queensland state winners and national finalists announced
19 October: Gala Awards Presentation Dinner as part of the AMI’s Annual Conference at the Sofitel Hotel, Melbourne
We encourage you to find out more and enter the awards. Click here for more information.
The AMI in CairnsOver the past 12 months, with guidance and support from local members, the AMI has been boosting its profile and member events in Cairns.
Our Cairns events are now featured on the AMI website on the Queensland events page. For information about the upcoming customer service seminar on 16 March, please visit the AMI website.
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]
• COUNCILLORSMurray Berghan AMAMIManaging Partner, [email protected]
Peter Gates FAMI CPMChairman, Business [email protected]
Elizabeth Graetz AMAMICommunications Consultant, [email protected]
James Hall FAMI CPMGeneral Manager, TransdevTSL Brisbane [email protected]
Kym Howell AFAMI CPMBD & Marketing Manager, Mode [email protected]
Dr Shane Mathews AMAMI CPMLecturer, [email protected]
Sean Rennick AFAMI CPMMarketing & Business Development Manager, [email protected]
James Rimmer AFAMI CPMBusiness Development Manager, Blake [email protected]
Clare Treston AFAMI CPMDirector, Tell [email protected]
Kellie-Ann Williams 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