Award Winning Kiwi
Marketers Promise to Reveal All at Hello6
2 April 2003
Experience and Execution Unlock the Power of Multi-Channel
Marketing
Size isn’t an issue for Kiwi marketers: it’s execution
that counts. While ours may be an underpopulated nation, our marketers
are as sophisticated as any on the planet.
This is nowhere more evident than in the way we latch onto new
communication channels and master the technologies that drive them.
And we’re not the only ones who say so. New Zealand marketing
campaigns are regularly fêted on the international stage.
Kiwis have grown used to big brand campaigns receiving accolades,
but that particular baton has now been passed on to a new generation.
Three of New Zealand’s most successful multi-channel campaigns
– Smirnoff Half Day Off, McDonald’s McText and Yellow
Pages Traffic Booster are now in the winners’ circle for innovative,
flexible, fast-paced and highly effective campaigns.
And now an invigorating half dozen of the country’s most
sophisticated multi-channel marketers have undertaken to reveal
their secrets in a no-holds barred multi-channel marketing seminar,
Hello6, being organised by Profile Publishing.
“Whether it’s by phone, mail, fax, web, email or text,
the message is clear: multi-channel marketing is more than just
a catchphrase, it’s creating real results, right now,”
says Ruth Le Pla, Editor of Marketing Magazine. “To build
on that we’re staging Hello6, a half-day seminar presented
by some of New Zealand’s leading practitioners of this effective
new discipline.”
That begs a question: why, if you’re so good, would you share
the secrets?
“These campaigns result from the application and integration
of relatively new technologies which marketers are now coming to
grips with,” says Steve Shearman, Director of multi-channel
marketing technology company, Touchpoint. “The technology
has moved out of the IT department and onto the desks of people
who want to put it to work.
“Agencies readily acknowledge that they need to move beyond
established disciplines, but in the past integrating a large number
of traditional and digital channels could quickly turn execution
into a management nightmare. However with more marketing focused
technology solutions, a number of agencies are now tapping into
the potential that can be gained by combining old with new –
and the results are proving simply outstanding. A recent multi-channel
campaign for example, resulted in over 50,000 competition entries
per day for five weeks!”
“This seminar is a classic move on the part of all participants
to grow the category,” adds Le Pla. “While they compete
on a number of levels, it’s in all the agencies’ interests
to improve the level of understanding amongst marketers everywhere
and raise the standard of performance.”
Those who have emerged as early adopters of these new channels
can be considered under four categories:
- Those who want to engage with difficult-to-reach demographics (eg
the young, the mobile and the busy)
- Those seeking fresh new channels in response to increased competition
(cut through)
- Those wanting to establish new products, services or categories
of goods
- Those looking to export to global markets on limited budgets
In the successful campaigns run to date the common thread is a mix
of strong creative strategy and well-executed deployment of sophisticated
technologies.
“We can’t stress this strongly enough,” says
Shearman, “It’s not just the ideas, it’s the execution.”
And that’s the point: Hello6 aims to capture exceptional
how-to examples of multi-channel marketing at work.
Speakers include:
- Jason Paris, Manager Marketing McDonald's Restaurants, proves
the legitimacy of traditional media and the emerging mobile channel
as a powerful tool for eliciting customer response, driving sales
and building permission-based databases.
- Trevor Moodie, Director Robbins Brandt Richter, talks about the
Propecia Headstart programme, and how multi-channel marketing is
instrumental in building long-term customer relationships that lead
to reduced churn and increased revenues.
- Simon Morgan, General Manager Publicis Dialog, shares the secrets
of a very successful self-funding campaign for Nestlé that
goes well beyond the realms of the traditional marketing initiatives.
- Lynne Le Gros, Senior Product Manager Telecom Directories, shows
how a multi-channel campaign helped Yellow Pages cut through the
clutter and successfully reach and sell to thousands of busy SME
business owners.
- Andy McDowell, Managing Director Nebula Communications, uses practical
examples to show that getting started can be relatively straightforward
and painless.
- Marcus Hawkins-Adams, General Manager Brave New World, reveals
the learnings from the hugely popular Weet-Bix Kiwi Kids Tryathlon
programme.
- Richard Bleasdale, Managing Director WOW Rapp Collins, discusses
the elements and thinking that made the Smirnoff Half Day Off event
such a stunning multi-channel success and earned top awards worldwide.
The breakfast seminar will take place at the Carlton Hotel, Auckland
between 7.00am and 12.30pm, May 6, 2003. Tickets are $250 plus GST.
To register, please visit www.marketingmag.co.nz
or email susan@marketingmag.co.nz
or call (09) 630 8940.
For more information please contact:
Sally Raudon
Botica Butler Raudon Partners
09 303 3862,
021 402 502,
sallyr@botica.co.nz
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