MARKETING & THE CODE

Troy Sheahan

Code of Conduct Seminar – July 2015

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

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”

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.

CODE OF CONDUCT

“Say what you do, and do what you say”

RULES & REGULATIONS

“Don’t do anything that could mislead a

consumer”

“Don’t do anything that unfairly

disadvantages a customer”

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

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

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

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

QUESTIONS?

Troy Sheahan