Past Events 2007

January 2007

Press Release 2.0 - The Next 100 Years
Panel:
Dr. William (Bill) Briggs, Professor and Department Director of Journalism & Mass Communications, San Jose State University
Jamie O'Donnell, Co-Founder, SEO PR
TBD
Moderator: Joel Tesch, Regional Sales Manager for Northern California, Business Wire

The year 2007 marks the centennial of the press release. For the first hundred years, there have been few dramatic changes in how this venerable publicity vehicle was written or delivered. But in the 21st century changes are afoot. What do the next 100 years look like for this important B2B, marketing and PR Tool? At the January NorCal BMA luncheon—co-sponsored by San Jose State University’s Professional Development department and Business Wire—join us and our panel of experts as we discuss deploying critical Web 2.0 techniques and technologies for the next generation news release. It’s a future that includes SEO (search engine optimization), podcasting, multimedia and RSS (Really Simple Syndication).

If you missed this great meeting or want to hear it again, a podcasts is available on the More Info page.Members Get More > > >

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February 2007

Reaching Global Audiences With Video: It's About Time

Marketing timelines seem to be getting shorter as products are released or updated more frequently than ever before. Keeping up your time-to-market advantage is job one.

But how can you reach a geographically dispersed audience with engaging and time sensitive information without being there in person? How do you stand out above the noise of e-mail? Many organizations are turning to Web conferencing to train their channel - is it right for you? Find out just how close Web conferencing can come to an in-person experience.

If you missed this great meeting or want to hear it again, a podcasts is available on the More Info page.Members Get More > > >

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March 2007

Make Peace between Marketing & Sales . . . and Produce Prospects Who Buy
When Marketing and Sales are at odds (which, you have to admit, is much of the time), nothing moves forward and the game's on hold. Your efforts to generate "leads" seem to fall into a deep chasm. In the meantime, Sales isn't selling or accountable for their leads. And they’ll tell you leads produced by Marketing are “a joke.” The ongoing battle between Sales and Marketing is not a good thing. In fact, it’s a very bad thing, sapping the energy of two indispensable groups with different functions, and preventing the production of good prospects.

There is a way to minimize the risks and repair the disconnects: get everyone on the same page and move the team forward again. Barry Lieberman, president of Advantage Plus Marketing Group addressed some traditional problem areas that throw off the delicate balance between Marketing and Sales.

If you missed this great meeting we have some photos available on the More Info page.Members Get More > > >

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April 2007 - Networking Mixer

If you missed this great event, we have some photos available on the More Info page.Members Get More > > >

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A caterpillar transforming itself into a butterfly is probably more easily accomplished a global company taking itself through a corporate transformation.  The caterpillar need only consider changing itself. A corporation must consider its global brand, image, position, swiftly changing markets and capricious customers.  Add to that mix the need to transform the basic technologies and products that have been the lifeblood of the company; and even the employees themselves who must carry the banner of transformation into the battlefield of global competition.

In 2003, Kodak began its transformation from a digital photography company to a leader in digital imaging products and services for business-to-business companies, healthcare providers and consumers.  Come and learn the process and pitfalls of transformation from a corporate giant at NorCal BMA’s networking luncheon on April 25

Diane Quinlisk, Senior Manager, Market Development for the Kodak Graphic Communications Group in Rochester, New York, shared Kodak’s story and address issues that all large companies must grapple with:

• Communicating the messages of transformation through Kodak’s international network of resellers, distributors, and channels
• Transforming the marketing organization to drive the transformation
• Nurturing a transformation culture within the company’s global employee base
• Identifying the stages of transformation and knowing when to call the transformation complete…or not
• Evaluating Kodak’s market share today
• Leveraging the milestones to continue the culture of transformation

If you missed this great event, we have a podcast available on the More Info page.Members Get More > > >

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So you have the leading share, what can you do to maintain it? This and other questions were covered in "Maintaining Market Leadership".

Chuck Byers, brand champion at the world's largest semiconductor manufacturer, TSMC, discussed what it takes to build and maintain a global brand. Topics included customer programs and events, PR, advertising and the importance of coordinating international communications messages and plans.

Being a market leader is an excellent position for any company, but maintaining leadership and your share of business remains a challenge. Chuck Byers, brand champion at TSMC, the world’s largest semiconductor manufacturer, discussed what it takes to build and maintain a global brand.

Chuck’s talk described how to build a brand that translates around the world, implementing a broad variety of marketing programs around the world, the challenges of working in various regions, coordinating international communications, branding and messaging within a global company, developing plans that will work in various geographical regions, and staying several steps ahead of the competition.

If you missed this great event, we have a podcast available on the More Info page.Members Get More > > >

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Topic: Global Marcom & Media Programs – One Size Does Not Fit All

Creating a successful media program on a national level is no small achievement. But it pales in comparison to creating a successful program that has to cross international borders, speak different languages, honor different cultures. It’s easy for the meaning of the message to get lost in translation. Lead-generation initiatives, advertising campaigns and cost-per-click/cost-per-lead activities all need special handling to ensure the highest return on your media investment abroad. Add in the fact that the dollar is weak, so it’s critical to demonstrate to your international audience that your company can maximize return on your media investment overseas. At the June 27th NorCal BMA Monthly Networking Luncheon, you’ll get loads of useful tips and tricks on global media messaging from a panel of experts – advice that will ensure your message is found in translation.

With a weak dollar,
Specific topics our panel addressed:

• Best approaches to create high ROI global marketing plans.
• Cultural hurdles to marketing communications plans
• Communication channels that you can tap into abroad
• Barriers to cost per click/lead programs and how to get around them
• How to ensure your global marketing campaign is effective and cost efficient
• Building the most powerful media mix; online, print, events, one-on-one, blogs, etc., by marketing country by country

If you missed this great event, we have a podcast available on the More Info page.
Members Get More > > >
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If you’ve been thinking about communicating with customers through a social media channel, such as a blog, but weren’t sure where to start, this July 25th NorCal BMA Networking Luncheon presentation will show you. Named the SVAMA Marketing Thought Leader of the Year in May, 2007, Karen O’Brien, Partner Crimson Consulting Group will cover the strategic fundamentals of how to start a dialogue with your B2B customers by establishing a corporate blog. A Web Strategist with experience in Interactive Services, Ms. O’Brien will discuss how to assess your goals and your audience and choose the right type of blog to reach them. She’ll also cover the competitive landscape and content strategy. In presenting best practices, she’ll share with the audience how to promote a corporate blog for the best results and define what metrics to track. You’ll leave with knowledge of helpful steps that major corporations are following to create corporate blogs that drive traffic to their websites.

If you missed this great event, we have both the presentation and the podcast available on the More Info page.
Members Get More > > >
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August 2007 Monthly Meeting
Fear of Marketing: Why the Companies that Connect People Are Disconnected
Maturing technology markets demand products responsive to future customer needs. Yet, many of today’s companies suffer from a fear of marketing. Result: a chasm that separates delivering market-driven products that customers need from the technology-driven environments that yielded the initial success of the business. There is a solution to this thorny problem. First, face the fear of marketing. Use tools and insights from the external market to build bridges and connect people to your products and brand promise. At this August NorCal BMA Luncheon, Lisa Arthur, CMO of Mindjet Corporation will discuss why companies have a love-hate relationship with marketing and what marketers can do to capitalize on, rather than be deterred by, a fear of marketing. Individual case studies on specific collaboration and communication techniques will be presented. We’ll be having a Q&A session, so be sure to bring your questions.

If you missed this great event, we have the podcast available on the More Info page. Members Get More > > >
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September 2007 Monthly Meeting
The meeting was cancelled due to the speaker's illness.

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October 2007 Monthly Meeting

A company brand is synonymous with its identity. Many companies create brands for themselves, then assume the brand will magically lodge itself in the minds of customers. In truth, brands can get tired and lose their value. They need to be refreshed and renewed, which in turn, can refresh and renew the company, and serve as the key to new growth. That's where marketing comes into the picture.

In 2004, Minco was a 30-year old, $70 million manufacturer of precision engineered components used in high-reliability, mission critical products including missiles, diagnostic equipment and implantable medical devices such as pacemakers. For years the company had relied on pre-Internet standard marketing practices such as exhibiting at tradeshows and running ads in trade pubs. The company was in need of a marketing makeover.

How did they realize 43% growth just one year after kicking-off the re-branding and repositioning strategy and campaign? Join us at the October 24th monthly luncheon and find out how to breathe new life into your brand through intelligent marketing.

If you missed this great event, we have both the presentation and the podcast available on the More Info page. Members Get More > > >

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