Each year ADMA celebrates the personal achievements and outstanding contribution to the Australian marketing industry through our Young Direct Marketer of the Year Award and Direct Marketer of the Year Award.
ADMA is now accepting nominations for both Awards with the winner being announced at the ADMA Awards gala night on November 24th 2011. Click here to read more and submit your nomination.
For Young Direct Marketer of the Year 2011, Sheree Morrison, looking after more than 400 partners in the Qantas Frequent Flyer program is all part of the job for 28-year-old.
Sheree, what does the ADMA award mean to you?
I feel privileged to be recognised with such a great award within an industry that is full of many talented marketers. During the application process, I was asked to articulate my principles of direct marketing – winning the award has challenged and inspired me to practise them.
What makes for a successful direct-mail campaign?
I feel good examples of direct mail are always based on a strong understanding of the customer, both from a behavioral and attitudinal perspective. I also believe the key to a successful direct-mail piece is using a “test and learn” strategy. This gives the opportunity to try new things with minimum risks and ensures the end product has the best possible combination of offer, creative, message and targeting.
In your role as manager partner marketing for the Qantas Frequent Flyer
program, how do you catch potential customer attention in a very competitive
industry?
I am continually testing new things to try to see what drives business outcomes
and cuts through the clutter. This might be something “free and bulky” in an envelope, a great headline or image, or a new call to action. More often than not, it is simply an offer that is put forward to the right member at the right time.
