Award Winning Kiwi
Marketers Revealed All at Hello6
07 May 2003
Experience and Execution Unlock the Power of Multi-Channel
Marketing
Over 110 marketers turned off mobile phones, stopped texting and
set aside their emails to attend today’s groundbreaking multichannel
marketing seminar Hello6. There they heard six of New Zealand’s
most sophisticated multi-channel marketers revealed their secrets
in a no-holds session, organised by Profile Publishing and Touchpoint.
“Whether it’s by phone, mail, fax, web, email or text,
the message is clear: multi-channel marketing is solving old problems,
adding a new dimension to proven campaigns and above all it’s
delivering jaw-dropping results, right now,” says Ruth Le
Pla, Editor of Marketing Magazine. “Hello6 explored a variety
of case studies, including a couple that have received international
applause, presented by leading practitioners of this effective new
discipline who shared not only successes but insights and mistakes
with rare candour.”
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
Rainger, shares the secrets of a just-commenced campaign
for Mercury Energy that goes well beyond the realms of the traditional
customer outreach.
- 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.
So why would these companies 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
- Those looking to build stronger long term relationships with customers
in a competitive market
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 captured exceptional how-to
examples of multi-channel marketing at work.
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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