Past Events 2005
November 2005
Gulp! The Web Just Swallowed My Advertising Budget!
Moderator:
SHIRLEY HORN - Horn & Company
Panelists:
JULIE RIEGER- ZenithOptimedia / DALE
DURRETT - Dow Jones Online
LEE FLANAGIN - Arc International / CLAUDIA
NATALIA - ARM International
Today's marketers are spoiled by choice with the recent explosion of
on-line media opportunities. As online purchasing increases, should
management expect a corresponding reduction in marketing budgets? Will
online advertising take over completely? A panel of experts with roots
in both types of media advertising will scope the future of online vs.
traditional advertising, and give you useful advice on how to achieve a
perfect media mix.Members
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October 2005
Commercialization: More Than Just Creating Ads and
Brochures
Speaker: LON JUSTICE
Executive VP of Sales and Marketing, Agilent Technologies
Here's a typical business scenario: Your
sales force tells you that customers are asking for more than just
products, they want "whole solutions". Your sales are global. You are
entering a relatively new market environment with tough competition and
long sales cycles. Given those issues how would you respond? That was
Lon Justice's, Vice President Agilent Technologies' Sales, Marketing
& Services for the Life Sciences and Chemical Analysis group's,
main challenge. Find out how Agilent Technologies' Life Sciences and
Chemical Analysis solution unit grew into the $1.4 billion order
generating force it is
today.
September 2005
Romancing Your Customer: B2C Practices For B2B Marketing
Speaker:LORNA BORENSTEIN
VP & General Manager, Yahoo!
Romance your customer? No, not that kind of romance. We’re talking about the kind you’d better being doing if you intend to hold on to the customers you have, and develop new ones. Customers like to do business with people they feel value and respect them. Developing Business-to-Customer practices that make the customer feel valued is central to Business-to-Business marketing
August 2005
Direct Marketing: What Have You Done For Me Lately
Panelists:
Bill Mirbach, VP of Direct Marketing, Intuit
Katherine VanDiepen, Director of Marketing, Anritsu
Erin McCart, Senior Marketing Campaign Manager, EMC Corp
There's always that lingering question for direct marketers: Which direct marketing medium is more effective-direct mail, or email?
Well, the analysis from the spring 2005 direct marketing
campaigns is coming in - fast and furious. Caution: the results
may not be what you expect. Which one is this year's winning
strategy? Direct mail or email? Where should you spend your
marketing dollars for the rest of the year? You'll get answers to
all of the above questions, and more, from our stellar panel of
experts. Members
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July 2005
A Funny Thing Happened on My Way to the News Conference...
Nobody was there. It had already happened. Online. Through
blogs, portals and RSS feeds. PR nightmare. Nothing to organize. My
message was already out there. Was it the message I wanted to send? Did
it reach the right audience?
At July’s BMA luncheon event, a panel of PR professionals—an editor, two agency heads, and an industry PR manager—will peer into the future of PR and share how they navigate this new electronic frontier, how they measure results, and how you should be designing your PR programs to fit the current environment.
June 2005
Cultivating the B2B Brand
“Is a brand that important to invest in?”
“Do we really need to worry about our brand?”
We often hear questions from B2B CEOs who want to know why their
customers are confused about their products and services. The answer is
that their brands are not firmly planted in the minds of their
customers.
Your brand is critical – as the container for all of your customer
interactions with your company, it’s the heart and soul of your
company. Brands are being challenged more than ever in today’s business
environment. With so many brands clamoring for the customer’s
attention, companies are finding it more and more difficult to
differentiate themselves from competitors. This leads to loss of
market-share and revenues.
In June, we joined Mary Curtis, CEO of Pacifico, Inc. at the June BMA
Lunch Event where she presented client case studies to illustrate the
role of marketing organizations and agencies in enhancing broad and
uniform understanding of what a particular brand stands for. Mary
talked about Pacifico’s brand ascertainment process, the importance of
internal communications in cementing the image of the brand throughout
the company, brand advocacy and the importance of continually measuring
the impact of the messaging.
May 2005
It's 11:30. Do You Know Where Your Trademarks Are?
Both startups and established businesses face difficult challenges
in deciding how best to allocate their resources to ensure their brands
reach their maximum potential. In formulating and executing their
trademark programs, many fail to appreciate the legal issues that
impact on their branding decisions, including which or how many
trademarks to use, and whether to extend a current brand or choose a
new one. At our May Lunch Event, Margaret McHugh and Elizabeth Gosse,
trademark attorneys who help their clients make these decisions every
day, discussed some of the most common challenges to a successful
trademark program and shared their legal perspectives to help us
maximize our investment in our brands.
April 2005
From $0 to $40M in Six Entrepreneurial Light Years:
Pursuit of Passionate Purpose
Speaker: Theresa M. Szczurek, PhD
Many dream of starting their own entrepreneurial venture. Few take
the plunge, and even fewer succeed. Radish Communications Systems
combined a vision for a better way to communicate along with the
founders' core values.
The result was a thrilling roller coaster ride that produced a new
industry, a company with heart, and surprising personal challenges.
Theresa Szczurek, co-founder of Radish, shared how she used her head
and heart to overcome these hurdles. Together we explored lessons and
universal principles learned in the pursuit of passionate purpose that
could help each of us fulfill our dreams.
March 2005
How to Sell a High Stakes Corporate Message
Speaker: Chris Benham, Vice President of Worldwide Marketing
Communications, Symantec Corporation
When a company is going through an acquisition or merger, getting the
message out cleanly, calmly and coherently can be a Herculean task. In
this session, Chris Benham, Vice President of Worldwide Marketing
Communications for Symantec Corporation detailed the formidable process
of developing a corporate message in an acquisition environment and
selling it to stakeholders, customers, partners, analysts and most
challenging of all – employees. Chris showed usthe creative, sales and
launch processes that were deployed to drive the corporate message
beyond Symantec’s base business, security; and how the effort
contributed to the foundation of the largest software merger in history
– Symantec with Veritas - on October 26th, 2004.
February 2005
International Marketing at eBay!
Speaker: Kip Knight, V.P. Marketing and Brand Management, eBay
International
In this session, Kip Knight, Vice President, eBay International shared
with us how and why eBay got started and what were the critical success
factors that enabled eBay to grow that rapidly. He shared the lessons
learned during this period of rapid growth and how we could apply them
to our own business or profession.
About the Speaker:
Kip Knight is the Vice President of Marketing and Brand Management at
eBay International in San Jose, California. His responsibilities
include internet marketing, direct mail, onsite marketing, consumer
research and strategic partnerships. His top priority is to create
thought leadership around the global eBay brand. Prior to joining eBay,
Kip spent twelve years at PepsiCo in its international division,
primarily working on KFC International. His most recent job was head of
Taco Bell Marketing. Kip has also spent 10 years in brand management at
Proctor and Gamble.
January 2005
New Company and Product Strategy: How Your Customers Will Teach You To
Get it Right
Speaker: Steve Blank, U.C. Berkeley's Haas Business School
In this session, Steve Blank, retired serial entrepreneur, and now at
the Haas Business school, will offer insight and concrete lessons into
what marketing techniques makes some startups successful and leaves
others selling off their furniture. The premise that startups that
survive the first few tough years do not follow the traditional
product-centric launch model. Through trial and error, hiring and
firing, successful startups all invent a new, parallel process to
product development for sales, marketing and business development. In
particular, startups that succeed and thrive invent and live by a
process of customer learning and discovery called “Customer
Development.”