Tony Surtees, CEO, iPRIME – a subsidiary of Prime Media Group Limited (PRT)

How to drive better value from your media and get you brand to have “persistent presence”.

How is the consumer reacting to such a choice in media?

Consumer media multitasking and “media snacking” is having a profound impact on the consumption of advertising. Audiences consume multiple forms of media at the same time, giving rise to challenges in terms of results measurement – but huge opportunities in effective targeting, creative, engagement and ultimately brand loyalty. Brands looking to surround the consumer with a consistent experience across all relevant touch-points, are looking for a “persistent presence”.

Tony will highlight brands that are embracing the changing landscape, illustrating the complexities of media choice and measurement along the way. He will show that the successful media decision will not be about traditional versus digital – it will be about a combination of the two.

 Stephen Harvy, Group Manager – Yellow and Local Search, Sensis

Come together.

On the surface, digital media has created a world of challenge and change for today’s marketers. Fragmentation, migration, accountability and people power are just some of the fundamental changes marketers are grappling with today.

But hidden behind these challenges lies an exciting opportunity: the ability to engage consumers at every point in the value chain and build both brand and balance sheets at the same time.

The way to achieve that is with harmonised approach to advertising – integrating across a wide range of media channels to leverage the strengths of each.

Utilising extensive experience and data from a range of sources, this presentation will provide insights into:

The point of sale revolution: how new media is changing the way people find, buy and sell.

Viva la difference: the strengths and weaknesses of different media and how they complement each other.

The future is everywhere: there’s no such thing as a ‘one channel fits all’ solution. How integrating media into harmonised campaigns can optimise the power and accountability of advertising.

Ken Burke, Chairman, Founder & Chief Evangelist, MarketLive

Utilising social networks to drive customer’s acquisition.

Shoppers trust the opinions of like-minded shoppers and are influenced less by messages from merchants — and they’re sharing their views online. Embracing this customer interaction and leveraging the fluid information flow of blogs, podcasts and customer reviews, retailers are able to keep their fingers on the pulse of customer trends and opinions.

In this session, Ken Burke will cover these four themes which are important to keep in mind as you integrate social networking strategies with your website:

• Share - Build a relationship with your customer to exchange information. This will ensure that you are optimising the customer experience.
• Connect – Customers are finding ways to connect with each other and share information. Find a way in which you can learn from this connection.
• Influence – While customers are providing you with new information everyday, take action and make changes by what they are telling you.
• Learn – Understand your customers’ behaviours and needs and build your site around them accordingly.

Terry White, Chief Innovator, Amway Japan

“You've got (real) mail!”- A discussion about channel complexity, ROMI, Media Mixes, and Metrics.

At a time when direct marketers are increasingly challenged by channel complexity and the growing number of conversations where they do not have a voice, how can we ensure we're getting the best possible results from our marketing investments? Is direct mail relevant in the era of Google and FaceBook? What media mix management strategies offer the most opportunity? Which metrics constructs offer the greatest opportunity for actionable insights?

Derek Glass, Chairman, Derek Glass Direct Marketing

Measuring the ROI of brand advertising.

So often tossed into the “too hard” basket, measuring the ROI of brand advertising’s impact on sales and direct marketing response rates is quite simple and straightforward. Using standard direct marketing testing methodology, Derek Glass shows you the step-by-step process. The answers can be unexpected though, and some people would rather not know…do you have the courage to put your media plan to the test?

David May, Head of Marketing, Jetstar Airways

Accountable communications planning.

Jetstar is one of the most active direct response advertisers in Australia, having grown a significant market share in its relatively short life. With significant promotional spend across channels including TV, press, eDM and radio, Jetstar’s communications planning uses some of the most sophisticated methods available globally. By analysing the effects of each promotional channel, Jetstar now generates market leading efficiency in direct response, using largely broadcast media.

This session will uncover:

• what Jetstar’s key challenges are, and how similar they are to many other consumer service brands
• how each channel’s contribution to search volumes is accurately measured
• how domestic and international route promotions can be co-ordinated to maximise their effects on bookings
• what efficiencies can be achieved by genuine integration of channel plans across each media, geography and season

David May is Head of Marketing at Jetstar Airways. With a history in consumer service marketing roles, as well as solid agency experience and being highly financially numerate, he is very well qualified to outline the Jetstar story and how it’s approach is delivering a new model in accountable communications planning.

Vaughn Davis, Creative Director, Y&R New Zealand

Let’s get electin’. The inside story on New Zealand’s biggest multi channel direct response campaign – Electoral Enrolment.

He’s been compared at times to Mr Blobby, a gimp and an inflatable sex toy. He’s appeared on television, websites, text messages, balloons, addressed mail and radio, and has even been interviewed in a national magazine.

He’s Elector, the smiling orange face of New Zealand democracy.

Join Y&R New Zealand creative director Vaughn Davis as he introduces us to this remarkably effective but completely virtual character, and explains his role in helping New Zealand achieve one of the highest voter enrolment rates in the world. Learn about the challenges of delivering a direct response campaign to every New Zealander over 18, regardless of language, culture, comprehension level or disability. And find out how paying close attention to response rate by channel has allowed the campaign to fine tune itself as media and technology habits have changed from one election to the next.

The story behind this hugely successful and award-winning campaign (now preparing for its third general election) is a must-see for anyone interested in seeing the mechanics behind a long-standing multi-channel campaign, faced with many challenges.

Paul Cross, Managing Director, Clemenger Blue Digital

Managing online ROI for the long term.

Like gardening, the best campaign results can be achieved after many years of careful tending. There is nothing more comforting than accurate benchmarks, seasonal comparisons and real-time reports.

In an era of clients who want everything yesterday and immediate top-quartile results, Paul Cross will take you through some campaigns that have spent a few years becoming an overnight success.

Ken Burke, Chairman, Founder & Chief Evangelist, MarketLive

Building trust online.

If a shopper doesn't think of your site as being particularly safe or reliable, he or she is unlikely to visit it, let alone make a purchase decision from it. High customer confidence translates directly into sales, but where to begin? Building a secure Web site is only the first step, it is important to infuse the entire shopping environment with elements that convey trustworthiness and credibility — from solid site design to accurate product descriptions to non-obtrusive requests for personal information from shoppers at checkout. In this session, Ken will discuss specific steps you can take to increase your business’ trustworthiness online.

Steve Knowles, CEO and Justin Hind, COO, Downstream Marketing and David Whittle, Managing Director, Mark.

Pushing the boundaries of Search – achieving exponential ROI.

Search Marketing, both Natural Search (SEO) & Paid Search (SEM) are fast becoming the most dynamic form of response based marketing, but what are the changes and developments in this landscape and how can you make 30%+ more from your Search campaigns?

In this presentation Downstream Marketing will present new trends in Search from across the globe, provide insights around changes in consumers online behaviour, present best practice in how to develop and deploy a Search strategy, debunk myths and misconceptions around Search and demonstrate a sophisticated data driven approach to creating economic value online.

To demonstrate, Downstream & one of Australia’s leading Digital & DM agencies Mark. (Part of M&C Saatchi) will co-present a case study about innovative online digital acquisition and performance benchmarks.

John Richardson, Marketing Director, Souths Sydney Rabbitohs and Nick Bolton, Head of Sales & Marketing, Viocorp International

The digital hub - using web video to leverage greater communications and results. A case study on South Sydney TV.

• Using web video (live webcasts, on-demand video and podcasting) as a stickier engagement tool
• Engaging all marketing channels to drive to the website
• Impact on brand and the re-positioning of South Sydney
• Measurement and its benefits
• Engagement and interactivity with their audience (fans and sponsors)
• Creating new revenue models and future strategies

Jenny Williams, Principal, Ideagarden Consulting

Web 3.0 – this time it’s personal.

The first wave of Internet started just over 12 years ago, already we are on the second wave, Web 2.0, which embraces richer content, higher degrees of interactivity, social networking and the rise in the blogosphere.

While marketers are still grappling with this wave however, the third wave, Web 3.0, is already on the horizon and what will this bring?

Will Web 3.0 usher in the long awaited vision of the semantic web, as proposed by “Father of the Web” Tim Berners-Lee more than ten years ago? What will happen as social networks expand and flow into one another. The real "convergence" on the horizon is not of media but convergence of information. Driven by richer data sources, there is the potential for e-tailers, travel vendors and media hubs to leverage users' profiles, Web-surfing histories to deliver a truly personalised and targeted experience.

This session will look at the latest developments in the digital space and discuss the implications for marketers and brands as it continues to evolve.

Scott Hillard, General Manager – Sales, Wine Selectors

Surviving the DNC apocalypse.

Many traditional telemarketers - including the imperfect operators who brought the channel into disrepute in the first place – have given up on Telemarketing completely in the face of the ‘Do Not Call’ register, consigning the entire channel to the ‘too hard’ basket.

However, the combination of less competition, pre-screening of unresponsive prospects by the Government, and a substantial drop in negative publicity leave the channel ripe for harvesting, for both acquisition and retention activity.

Wine Selectors commenced preparation for DNC legislation in 2005, and by the register’s introduction had all of their plans in place - resulting in zero business interruption, a lower cost per sale and the growth of two new channels that would not have been exploited with the ‘inspiration’ provided by the DNC register.

This presentation will outline:

• How compliance with the DNC register and the industry code of conduct need not be as cumbersome as it might seem
• Efficiencies that can be gained as a result of the DNC regime - how Wine Selectors have increased the rate  and volume of sales
• How multi-channel activity can result in face-to-face, direct mail and other channels supporting acquisition telemarketing by providing lists of customers that want to hear from you
• Why predictions of doom based on the US experience were not realised in Australia

Chris Washington-Sare, Head of Fundraising & Marketing, Greenpeace Australia Pacific

Using Semiotics to rejuvenate your brand.

As marketeers we love numbers - the more numbers the better. We will analyse a spreadsheet, spot trends and develop strategic plans till the cows come home. Often we will commission qualitative research to gain better insights into what motivates consumer behaviour. These views and opinions - the conscious/ thoughts - of consumers will help us build what we hope will be devastatingly effective campaigns.

So why do some of our campaigns fail to deliver? Sometimes we blame poor media planning, a dodgy creative execution or even a rogue act of god. But what we often fail to investigate are the views and opinions of consumers that are influenced by their unconscious/thoughts.

Chris Washington-Sare, Head of Fundraising and Marketing for Greenpeace Australia Pacific will demonstrate how semiotic research can help uncover the signs and symbols that unconsciously influence human behaviour. The presentation will draw on examples from the commercial and not for profit sectors and will show how semiotics can help identify emerging cultural and social trends. The presentation will include a detailed case study showing how semiotics, when combined with more traditional forms of research, successfully helped transform the positioning of a well-established UK charity.

Delegates will leave the presentation understanding how semiotic research can be deployed to reveal previously hidden insights about their brand.

Afternoon Break

Grant Stewart, Managing Director, Vectis

Leveraging the marketing power of transpromotional mail.

One of the most exciting opportunities for marketers is to become smarter at using monthly bills and other essential communications to include relevant, targeted and timely marketing messages. Technology has evolved to offer flexibility that far exceeds the humble insert and in doing so, can transform mandatory communications into powerful revenue generating opportunities.

Grant will illustrate withnever before seen case studies how some organisations have transformed their essential mail streams including statements, renewal notices and legislative updates into powerful marketing vehicles as well as give insight into the financial payback to the organisation. From the simplest applications through to the most sophisticated, automated marketing programmes, he will illustrate how the targetability, flexibility and cost effectiveness of transpromo makes it an opportunity that marketers can no longer ignore.

Sheba Nandkeolyar, Managing Director, MMG Australia

Multicultural Marketing: the purest form of Direct Marketing.

As Australia’s demographic profile is changing rapidly, marketers are turning to the multicultural markets as a result of their numbers and extensive buying power. But look beyond that and you’ll find that Direct Marketing has a special place within this niche market.

With the lack of community media and over-saturation of mainstream channels, multicultural audiences find Direct Marketing a novelty. It is perfectly suited to reaching ethnic markets because of its ability to talk intimately to distinct niches in a non-invasive manner and on their level. Contrary to popular belief, strategically targeting niche audiences is possible through geographical targeting and data selection strategies.

Because Direct Marketing has displayed an ability to be precise, it has proven effective when trying to communicate culturally-relevant marketing messages in a meaningful way.

Multicultural audiences have accordingly shown a history of high response rates as they are not regularly invited to participate in marketing efforts. That desired level of response is achieved through a combination of traditional direct marketing approaches alongside grass roots initiatives, community outreach and retail programs.

In this presentation Sheba will show you the best ways to target and speak to multicultural markets and show you examples of who is doing well in this space already and why.