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MARKETING & THE CODE
Troy Sheahan
Code of Conduct Seminar – July 2015
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WHY IS THERE TENSION?
THE MARKETER• Thinks marketing is
most important• Often comes from
outside the industry
• Extrovert• Loud• Talks “Big picture”• Love taglines• Horrible spellers
COMPLIANCE• Thinks compliance
is most important• Often has lots of
experience in the industry
• Introvert• Quiet• Focused on detail• Love disclaimers• Excellent spellers
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MARKETING OBJECTIVES
• Marketers exist to sell (and other things but mostly to sell)• The easiest approach is to:
“Highlight the good and ignore the not so good”
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COMPLIANCE OBJECTIVES
• Compliance exists to ensure the organisation doesn’t breach legislation, regulations and guidelines.
• They include the PHI Act, ACCC legislation, Ombudsman guidelines, the PHI Code of Conduct and more.
• Unfortunately, there is no easy approach to compliance.
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CODE OF CONDUCT
“Say what you do, and do what you say”
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RULES & REGULATIONS
“Don’t do anything that could mislead a
consumer”
“Don’t do anything that unfairly
disadvantages a customer”
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A MARKETER’S PERSPECTIVE
Highlight the good and ignore the not so good
Say what you do, and do what you say
Don’t do anything that could mislead a consumer
Don’t do anything that unfairly disadvantages a
customer
Sales
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RETENTION IS KEY
• Q: How can Marketers help to improve retention?• A: It’s clear, increase satisfaction
Consumers are dissatisfied when their expectations are not met
FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16 FY17 FY18 -
100,000
200,000
300,000
400,000
500,000
600,000
700,000
NEW MEMBERS
TRANSFERS
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ROLE OF MARKETING
• Q: So how can Marketers increase satisfaction?• A: Set the right expectations
“Marketing communications of every size set customers’ expectations about the types of interactions they’re going to have with your company. If those expectations aren’t aligned with your company’s actual ability to deliver on them, your brand and business suffer.”
Kerry Bodine, Forrester
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A DIFFERENT PERSPECTIVE
Highlight the good and ignore the not so good
Say what you do, and do what you say
Don’t do anything that could mislead a consumer
Don’t do anything that unfairly disadvantages a
customer
Well informed & loyal
members
Set the right expectations > sell
the right policy to the right person
Sales
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QUESTIONS?
Troy Sheahan