Rob Hardy has been actively involved in the Direct Marketing industry for more than 20 years, in many different countries. A member of the board of the Australian Direct Marketing Association (ADMA) for 3 years, he was chosen as Australian Direct Marketer of the Year in 2004.

Direct Marketing has grown dramatically over the last 10 years, and indeed was growing even before that. Rob Hardy has been actively involved in the Direct Marketing industry for more than 20 years, in many different countries. A member of the board of the Australian Direct Marketing Association (ADMA) for 3 years, he was chosen as Australian Direct Marketer of the Year in 2004. He has set up, grown and consulted to Direct Marketing businesses in Australia, New Zealand, UK, Japan, Germany, France, Poland, Hungary, Czech Republic and many more.

Direct Marketing takes many forms, direct mail, telemarketing, page ads/inserts, and more recently email/web marketing. Moreover, direct marketing techniques are also being used in the media that were previously considered the home of mass, or brand advertising, such as TV and radio. Basically anywhere that there is a call to action, and the relationship is made directly with the customer.

During Rob Hardy’s 20 years in business, he has executed and managed a huge number of successful direct marketing campaigns. One TV based campaign sold more than 2 million CD’s in Australia and New Zealand, making it the largest DRTV music product of all time in these markets.

The beauty of direct marketing is that it is typically entirely measurable. So for every dollar that you spend you can see exactly how much money you are making back on your expenditure. While direct marketing may also increase brand awareness, there is less of the fuzzy uncertainty that comes with traditional mass market advertising. Having the right systems to monitor the success of these direct marketing campaigns is vital. Rob has also been instrumental in the development of some of the most advanced analytical direct marketing tools, looking not only at core response, but integration with a businesses fulfilment systems to track customer behaviour back to the initial promotion method in order to establish real return on investment, rather than some assumed figure. Even if you are not yet ready to build complex analytical systems, he can help you trawl through your existing data sources in order to establish benchmark information to create readable results.

There are few people in Australia, or indeed the world, with the in depth knowledge of all channels of direct marketing as Rob Hardy