Marketing
Issue No. 36 - August/September 2007
Is your media plan up to it?
Derek Glass of Derek Glass Direct Marketing is set to challenge business owners and marketing professionals at Marketing Week 2007 as he speaks candidly about measuring the return of investment (ROI) of Brand Advertising.
With more than 15 years' experience in direct marketing in North America and Europe, Derek moved to Australia in 2004 and established Derek Glass Direct Marketing.
He has since worked with some of Australia's and New Zealand's largest businesses and agencies, including Australia Post, Commonwealth Bank, Fly Buys and its partnering companies, Fuji-Xerox Australia, Lavender, New Zealand Post, Ogilvy One (New Zealand), Seeing Eye Dogs of Australia, and STW Communications.
Using a basic step-by-step process Derek will show how businesses (big or small) can easily measure their ROI and redirect their marketing spend to achieve greater results.
“At Marketing Week I aim to equip businesses with the information, ability and confidence to conduct their own ROI measurement,” Derek said.
“With the right tools and mind-set, measuring the investment is something that can be managed internally.
“I encourage businesses to stop thinking about the immediate/short-term impact of changing the mediums of marketing - it is the long-term result which is important.”
Further to this Derek will also address some of the challenges faced by businesses when approaching the subject of measuring the marketing spend.
