How to be a more courageous marketer
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Transcript of How to be a more courageous marketer
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courage
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1978
1. Computer & Data revolution
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1. Computer & Data revolution
2. Deregulation~ Airfares Dropped~ Air Travel Increased~ Frequent Flier Programs
1978
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1979
Frank LorenzoTexas International Airlines launched the first airline frequent flier program.
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1981
1 May 1981 American Airlines launches AAvantage. The first major airline frequent flier program.
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1981
1981 1981
1981
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1987
www.youtube.com/watch?v=L6xOiQLrq0Q
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1987JANUARY
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
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1993 OCTOBER
Qantas and Australian Airlines merge
The Frequent Flier programs also came together.
350,000 MEMBERS
1993
The new look Qantas FFP
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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
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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
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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
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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
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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
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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
Australias leading loyalty program increases EBIT to $342million
More than a third of the Australian population have joined the program.
8,000,000 MEMBERS
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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
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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.
2014MARCH
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
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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.
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2014
A major milestone is reached From 50,000 members in 1987 the program now has a member in every other Australian household.
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Grant Welsh Qantas Frequent Flyer No.10 Million
10 millionth
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COURAGE
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ourage is being scared to death... and saddling up anyway.
1 . Personal Courage
3 .Brand Courage 2.Marketing Courage
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David Ogilvy by Harry Benson
PERSONAL
COURAGE
1.
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www.youtube.com/watch?v=yj9rokSeack
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At 38 David Ogilvy started his agency in New York.
He had just $6,000 and had never written an ad in his life.
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You will be metDavid Ogilvy
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David Ogilvy: Original Mad Man (2008 TV Movie)
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David Ogilvy by Harry Benson
the answer to every
question is yes
1.
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marketing courage
2.
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No one ever got fired
for buying IBM
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by Jean Pigozzi
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Big Brother by Chiat Day
www.youtube.com/watch?v=VtvjbmoDx-I
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www.youtube.com/watch?v=wOWOqBkTnRM
Nikita
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Try new things and risk failure
Fridge Kite by Banksy
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Parking by Banksy
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1. safe
3 Pencils by Lucille Clerc
2. surprising
3. courageous
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Dont be afraid to seek help
The street is in play by Banksy
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Step out of your comfort zone
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Challenge what you see
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Always seek the truth about your brand
Sweeper by Banksy
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Follow Your Dreams. Cancelled. by Banksy
Never give up
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Have a plan
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brand courage
3.
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Mike Smith - CEO ANZ Bank
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communicate ANZs support for diversity, respect and inclusion in a fun and meaningful way.
ksa [brief]
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www.youtube.com/watch?v=L-Oxzv5QOgg
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results
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62 million media impressions 70 countries
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#GAYTM
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GAYTMS In 2015
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www.youtube.com/watch?v=a0X4vsBc6vU
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courage
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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
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thank you www.slideshare.net/Reosurfer