MARKETING : New direction inspires old hands

When the Marketing Association dropped 'direct' from its title, it flagged a move towards an association with a wider marketing focus.

However, the perception remained - to many, the Marketing Association was still the 'DM Association', regardless of what it called itself. But today, with new

"I want to see marketing back in the boardroom and recognised as a critical driver of business growth," says McCarty.

The Association should act a catalyst for this, she says, supporting the marketing industry and those who work within it, developing marketing as a profession and, by so doing, benefiting NZ businesses.

"In practical terms that means we will need to ensure we are providing member resources, services and education opportunities that cover all aspects of marketing, and are relevant to all levels and types of marketers.

"It's important to encourage the understanding that marketers are the guardians of the brand, and the brand is everything a company is and does, how it looks and behaves and how any individual feels when they interact with the company represented by that brand."

McCarty says she will be putting specific emphasis on two areas. "Promoting integrated marketing - strategies that ensure multiple marketing methods and disciplines work together to create a result far greater than they could individually - and strategic marketing where effective marketing is recognised as the key driver of growth strategies for business."

Plans for the year ahead include the launch of a suite of corporate member services, in particular a series for senior marketers throughout the country.

And McCarty has instigated a 'thought leaders' forum. "Beginning in April, I will be meeting on a regular basis with a select group of business leaders and influencers to discuss opportunities associated with showing excellence in strategic and services marketing. In particular, we will be looking at the possibilities that exist to add value to the NZ brand and to the economy as a whole, through marketing."

McCarty has already met with other marketing-related association heads to ensure they are working together for the collective good of members.

"My commitment is to continue to build on our education services and strive to have a single professional development framework that will benefit the marketers, the recruiters of marketers and the employers of marketers in New Zealand.

This will ensure our marketers have the opportunity to achieve internationally recognised professional qualifications and accreditation, she says. "Along with some of the initiatives being driven by our 'thought leaders', and the lifestyle benefits we have to offer, it should also provide an environment that will attract overseas marketing professionals to New Zealand."

But where does that leave DM?

It's as important as ever in an integrated marketing environment, says McCarty. "In fact it could be argued that DM disciplines and skills are essential when looking at the emergence of Web 2.0. This is essentially online DM in many ways. Consumers in this environment want to be recognised and acknowledged and interacted with as individuals, so we can learn a lot from the world of DM."

McCarty sees DM becoming a special interest group within the association - "just like our data and e-marketing groups".

"The association still has an obligation to the DM community to support and educate, as we do for all specialist marketing communities."

DM isn't going away, says McCarty. However, it faces the same challenges confronting all marketing disciplines as new communications options open up. "But it's not a question of DM, or some newer sexier way. It's about the integration of traditional and proven marketing methods, such as DM, with the new channels such as online and mobile."

It seems the industry is ready for McCarty's new focus. "It gives me faith and confidence and inspiration that she [McCarty] says this," says Ant Rainger of Connect Communications, one of the big indie winners at this month's Direct & Interactive Awards.

"Right now really hot marketing is more relevant than ever," he says. "Think about it. The plethora of consumer choices, increased competition, intensity and frequency of advertising messages, blurring of media, growth in channels, the imminent recession, the decline in consumer spending, cynicism around communications - how do you stand out and get noticed among all this?"

Powerful marketing - innovative, new, challenging marketing - is what drives revenues, business and sales these days, says Rainger. "The fundamental concept of marketing hasn't changed in 30 years but by god, the techniques and tactics have!"

Tequila\'s Mike Larmer also welcomes the association's new direction. "A focus on excellence removes the parochial focus on channel and brings the association to the forefront of inspiring excellence, which is exactly where it needs to be."

Direct marketing still gets confused with direct mail by both client and agency, says Larmer.

"Direct mail is critically important; it's an incredibly powerful medium when used properly.

Direct marketing is an industry term defining any activity that creates a one-to-one interaction with the consumer. Hence it knows no channel boundary - TV, radio, online, social networking, retail instore promotions and, of course, direct mail are all within the toolbox of the sophisticated direct marketer."

Reaching for more

Unaddressed mail commands only a small percentage of the total media spend in NZ (2.8% in 2007) but newly launched unaddressed mail delivery shop Reachmedia believes it's strongly positioned to compete for a larger slice of the pie.

A joint venture between NZ Post and Salmat (which ran Reachmedia's predecessor, Deltarg), Reachmedia sees significant growth potential for unaddressed mail as a form of communication to householders and businesses by organisations in both the private and public sectors, says marketing manager Richard Cassidy.

"Reachmedia has created a channel for communication which is efficient, measureable and responsive and will help to grow the market by being able to effectively capture the client's target market."

Great marketing is all about targeting the right audience, he says. "Reachmedia can help do this in a cost-effective way, right into the homes of the audiences advertisers are trying to reach."