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How to be a more courageous marketer

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How to be a more courageous marketer

What you will learn from this presentation is how to become a more courageous client.
I will show you, how you too can become known as a courageous marketer. The presentation is designed around three stories each aimed at inspiring you to follow a path to becoming more courageous in your job.
Ps. And please share if you have learnt something from this presentation.

A presentation for the Qantas Marketing Staff 'Lunch 'n' Learn' session, held at Qantas in 2016.

Veröffentlicht in: Marketing
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How to be a more courageous marketer

  1. 1. courage
  2. 2. 1978 1. Computer & Data revolution
  3. 3. 1. Computer & Data revolution 2. Deregulation ~ Airfares Dropped ~ Air Travel Increased ~ Frequent Flier Programs 1978
  4. 4. 1979 Frank Lorenzo Texas International Airlines launched the first airline frequent flier program.
  5. 5. 1981 1 May 1981 American Airlines launches AAvantage. The first major airline frequent flier program.
  6. 6. 1981 19811981 1981
  7. 7. 1987 www.youtube.com/watch?v=L6xOiQLrq0Q
  8. 8. 1987 JANUARY Qantas Frequent Flyer Launches 50,000 members earning and redeeming points on Qantas flights. 50,000 MEMBERS (AUST Pop. 16.25 million) 1990 Qantas Frequent Flyer Rewards Frequent Flyer Rewards Catalogue continues with non-flight reward options including fine china and glassware and even a ride-on lawn mower. 200,000 MEMBERS
  9. 9. 1993 OCTOBER Qantas and Australian Airlines merge The Frequent Flier programs also came together. 350,000 MEMBERS 1993  The new look Qantas FFP
  10. 10. 1994 Qantas revises the program, introducing four tiers The new White, Blue, Silver and Gold tiers mirrored the BA FFP at the time. 1994  Qantas re-launches the lounge program The Qantas Club lounges are opened in all major domestic airports. 450,000 MEMBERS
  11. 11. 1998 SEPTEMBER Qantas joins the oneworld™ alliance Enabling members to earn points on American Airlines, British Airways, Canadian Airlines and Cathay Pacific. 2001  Qantas Frequent Flyer is re-launched for a third time The program now has over 100 partners, and four tiers Bronze, Silver, Gold and Platinum. 2,600,000 MEMBERS2,000,000 MEMBERS
  12. 12. 2004 MAY Jetstar takes off Jetstar was set up as is a value based, low fares network of airlines operating in the leisure and value based markets offering all day, every day low fares. 3,500,000 MEMBERS
  13. 13. 2005 Qantas is now one of the most popular loyalty programs in the region 2007  Qantas Loyalty is launched 5,000,000 MEMBERS4,300,000 MEMBERS
  14. 14. 2008 JULY Qantas Loyalty launches the Qantas Store With over 3,000 products across eight categories, Qantas aims to provide rewards that appeal to all of its members. 5,300,000 MEMBERS 2009 MARCH Major points reminder campaign Members were reminded that after 31 March they may not be able to transfer points from other card reward programs into their QFF accounts. 5,800,000 MEMBERS
  15. 15. 5,800,000 MEMBERS 2009 JUNE Woolworths becomes a Qantas FFP partner This union allowed members to earn points at Woolworths, Safeway Liquor, Big W, Dick smith, Tandy, BWS and Caltex. 2011 Australia’s leading loyalty program increases EBIT to $342million More than a third of the Australian population have joined the program. 8,000,000 MEMBERS
  16. 16. 2011 JULY  Qantas Loyalty launches epiQure epiQue allows members to buy wine from Qantas’ award winning cellar, lets them take part in private dinners with globally recognised chefs. 2011  The Platinum One Card is launched Platinum One status is reserved for our most frequent flyers and is designed to offer exceptional privileges for every journey. 8,000,000 MEMBERS8,000,000 MEMBERS
  17. 17. 2013 AUGUST Qantas Cash® is launched The new card allows members to  store foreign currency, accessing cash worldwide via ATM, and earning points on spending in Australia and overseas. 2014 MARCH Qantas Loyalty launches Aquire The Aquire program is designed as a reward program for SMEs with points earned from flying or doing business several QFFP partners. 9,400,000 MEMBERS
  18. 18. 2014 SEPTEMBER Qantas Loyalty launches Red Planet A new business that offers companies the opportunity to benefit from the expertise and knowledge of Qantas Loyalty to redefine their marketing. 9,400,000 MEMBERS 2014 DECEMBER Qantas Loyalty launches Qantas Golf Club Members earn points on what they spend on golf green fees, plus book tee times online and have access to tournaments, events and golfing holidays.  
  19. 19. 2014  A major milestone is reached From 50,000 members in 1987 the program now has a member in every other Australian household.
  20. 20. Grant Welsh Qantas Frequent Flyer No.10 Million 10 millionth
  21. 21. COURAGE
  22. 22. ourage is being scared to death... and saddling up anyway. 1. Personal Courage 3.Brand Courage 2.Marketing Courage
  23. 23. ‘David Ogilvy’ by Harry Benson PERSONAL COURAGE 1.
  24. 24. www.youtube.com/watch?v=yj9rokSeack
  25. 25. At 38 David Ogilvy started his agency in New York. He had just $6,000 and had never written an ad in his life.
  26. 26. “You will be met”David Ogilvy
  27. 27. ‘David Ogilvy: Original Mad Man’ (2008 TV Movie)
  28. 28. ‘David Ogilvy’ by Harry Benson the answer to every question is yes 1.
  29. 29. marketing courage 2.
  30. 30. No one ever got fired for buying IBM
  31. 31. by Jean Pigozzi
  32. 32. ‘Big Brother’ by Chiat Day www.youtube.com/watch?v=VtvjbmoDx-I
  33. 33. www.youtube.com/watch?v=wOWOqBkTnRM Nikita
  34. 34. Try new things and risk failure ‘Fridge Kite’ by Banksy
  35. 35. ‘Parking’ by Banksy
  36. 36. 1. safe ‘3 Pencils’ by Lucille Clerc 2. surprising 3. courageous
  37. 37. Don’t be afraid to seek help ‘The street is in play’ by Banksy
  38. 38. Step out of your comfort zone
  39. 39. Challenge what you see
  40. 40. Always seek the truth about your brand ‘Sweeper’ by Banksy
  41. 41. ‘Follow Your Dreams. Cancelled.’ by Banksy Never give up
  42. 42. Have a plan
  43. 43. brand courage 3.
  44. 44. Mike Smith - CEO ANZ Bank
  45. 45. communicate ANZ’s support for diversity, respect and inclusion in a fun and meaningful way. kısa [brief]
  46. 46. www.youtube.com/watch?v=L-Oxzv5QOgg
  47. 47. results
  48. 48. 62 million media impressions 70 countries
  49. 49. #GAYTM
  50. 50. GAYTMS In 2015
  51. 51. www.youtube.com/watch?v=a0X4vsBc6vU  
  52. 52. courage
  53. 53. 1.Personal Courage The answer to every question is yes 3.Brand Courage Apply your P.C. and your new found M.C. and get ready to saddle up 2.Marketing Courage Try three of the M.C. tips
  54. 54. thank you www.slideshare.net/Reosurfer