According to the Australian Marketing Institute’s latest Directors Report and Annual Accounts, it made a net operating loss of $176,072 for the year ending 30^th June 2009 compared to a surplus of $92,340 in the previous year.

It details an operating loss built on the back of a net increase in membership of 2.8%, a 15.7% net increase in Certified Practising Marketer’s (CPM) and a 9% increase in function revenue. The loss means that the Institutes cash reserve has now been reduced by nearly a third.

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OMG! Is it true? The Australian Marketing Institute is actually having state elections in NSW, elections where members can actually vote for real candidates. Something I’ve been calling on for years.

I would like to encourage all AMI members in NSW to VOTE! It doesn’t matter if you agree with me or not, this is your chance to make a difference and have your say in the future direction of the Institute and the marketing profession.

Image by jrbrubaker

If you are going to vote do it quickly, your ballot paper has to be returned by post or in person to the nominated address, which must be received by 5pm on 28^th September 2009.

There are 9 candidates for 5 vacancies on the NSW State Council.

Here is my ‘How to Vote Card’ for change:

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I’m not one for marketing or advertising awards. I don’t know anyone who enters them and I’m a little bit suspicious about who decides the winner. But saying that…if I was involved and won, I’m sure I’d be the first to jump up and down in self promotion.

So, I’d like to congratulate the winners of the 2009 Australian Marketing Institute Awards for Marketing Excellence for New South Wales. However, except for the NRMA campaign, I haven’t heard or seen any of the winning campaigns. 

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The call has gone out for the 75^th Annual General Meeting of the Australian Marketing Institute and nominations for election of members as state councillors. But does the Australian Marketing Institute actually have formal elections?

On the Australian Marketing Institute website it says “The Members guide the policy and priorities of the Institute through elected State Councils and a National Board of Directors” which is like saying they believe marketers should respect the judgement of their marketing elders or in this case, elected officials. Yes, of course…no problem.

But when did members last get a chance to actually vote for or listen to the differing opinions and ideas of each candidate?

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The Australia Marketing Institute has at last scheduled another event for the unloved marketer’s of Newcastle. Two events a year is not enough!

The ‘Strategic Perspective’ seminar brings together three speakers to present on differing aspects of strategic marketing. An artform that in my opinion is somewhat forgotten by many companies wrongly mistaking operational excellence and marketing tactics with strategic marketing.

I don’t want to give this event the marketing kiss of death, but I do hope these speakers don’t make the same mistake. I can’t wait to find out.

Al Ries and Jack Trout once made the point, “Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.” I would like to make the same point to the AMI.

The Strategic Perspective seminar is planned for Tuesday 25 August 2009

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I’d like to personally thank the brains trust at the Australian Marketing Institute for pointing out the bloody obvious “Marketers should have the final say on industry positioning.”

After 70 odd years since its establishment and nearly 40 forty years since Al Ries and Jack Trout wrote a series of articles for the Advertising Age on positioning, the penny finally dropped.  The Institute has finally recognised the importance of positioning and it being a key responsibility for marketers. It’s an epiphany.

I knew there was a reason for paying my membership.

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I read with interest an article by marketing legend Al Ries titled ‘Metric Madness: The Answer to Mathematical Failure Seems to Be More Math.’

Al Ries talks about what he calls ‘Metric Madness’ a notion that companies can run everything by the numbers – especially marketing and how its becoming the hottest concept in business.

Sadly for us downunder, ‘Metric Madness’ is being championed by our very own peak industry body – the Australian Marketing Institute. They’ve been pushing it for five years.

Al Ries says “Marketing is certainly not 70% mathematics. It’s not even 1% mathematics.” Not in the hallways of our Institute.

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The King is dead. Long live the King! is a traditional proclamation made following the accession of a new monarch in various countries. With this proclamation, I hope Paul Nicolaou has a successful tenure as the AMI’s new NSW Council President.

Worst President Ever
Originally uploaded by Kier42

However, the AMI NSW Council is full of the same old faces and same old marketing ideas.

They have even elevated the OLD NSW Council President for the past three years to the position of NSW Director to the National Board.

What did he achieve over the last three years other than trying to threatening me over the phone?

Here is the new presidents plan as cut and pasted from the AMI’s Website:

“It is my intention during my term to develop strategic alliances with other similar specialist membership organisations to assist marketing professionals do their work.

Further, I will be working with fellow councillors, the National Board and the AMI’s other state councils to develop "principles and standards" in marketing practices across all facets of the marketing mix.

In addition, I will be taking a proactive approach in increasing the profile of the NSW Council in the business sector and the wider community. This will be done by participating in community debates on important issues affecting our society where marketing has an impact.

In the meantime, if you have any ideas or thoughts on our NSW Council or any other marketing issues, please feel free to email or call me. My details are nicolaou@bigpond.net.au or 0419 400 038.”

I do hope Paul Nicolaou has a successful tenure!

I’ve just received an invitation to the Australian Marketing Institute’s annual general meeting and its ‘2008 Annual Report’.

all for money
Originally uploaded by Thiru Murugan

This years AGM is focused on Value Creation Through Marketing and learning to speak the language of business, by using marketing metrics.

In the spirit of this marketing festival, I have decided to read the ‘2008 Annual Report’ and its financial statement, so I can discover what particular marketing metrics are being used by my beloved Australian Marketing Institute.

Let’s be honest, financial statements are not sexy and are design to confuse directors and stakeholders alike.

But, in my experience you do find some good stuff…just like I discovered on page 17 under the heading Members Guarantee and Revenue.

I know counting can be difficult sometimes, but I do have a few questions relating to the Australian Marketing Institute membership size. According to 2008 Annual Report: 30 June 2008 the number of members was 6,475 (2007: 5,536).

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  Spiekermann House Numbers 
  Originally uploaded by Stewf

Has the Australian Marketing Institute failed marketing metrics 101?

Let’s consider a few facts to weigh up the question.

In response to criticism from Australian Marketing Institute members, Australian Marketing Institute Chairman, Roger James published the following facts on Marketing Magazine’s website, dated 20th Jun 2008:

“In 1999 our membership was 3,400. Our membership is now over 6,000 and currently growing at over 14% net per annum.”

But a few months later, Australian Marketing Institute CEO Mark Crowe wrote in the Marketing Update newsletter:

“In the year to 30 June 2008 the Australian Marketing Institute has achieved a record 17.6% net increase in membership. This performance easily surpasses our previous record of 9%.”

“A large membership base (now at 6,800 members) provides the Institute with greater financial strength and increased authority to represent and promote the marketing profession.”

Hello…within 10 days the Australian Marketing Institute membership miraculously jumps up by over 12% and the annual growth rate grows from 14% to 17.6%.

I thought the Australian Marketing Institute was championing marketing metrics…these are simple marketing metrics and Mark and Roger can’t even agree on the official membership numbers.

Are you confused? I am…

Under the polished floors of the Australian Marketing Institute’s ivory tower, who’s telling the truth? Or has there been some creativity going on?

The plot thickens!