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

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