UPCOMING EVENTS
Summer Solstice Mixer
June 20, The University Roadhouse, Kalamazoo
June 20 is the first day of summer this year, and the Southwest Michigan Chapter of the American Marketing Association is celebrating with our Summer Solstice Mixer. While most of our meetings are educational and informative, every once in a while we like to let our hair down just a little bit and have some fun. It’s time. So please join us. It’s a chance to re-connect with colleagues and friends, discuss the state of the marketing world, and just have a little fun.
As if that’s not enough, we’ll be giving away one of the new iPads – you know, the one with the retina display – to one lucky winner. Yes, you must be there to win. This event is free, but please register so we know you’re coming.
PAST EVENTS
A Different Approach to Social Media
May 17, 2012
We all have seen brands embrace social media. Ford Motor Company, however, has approached social media differently. By infusing social purpose into its social media strategies, Ford balances the brand mantra of its early beginnings with the campaigns of today. Craig Daitch, U.S. Social Media Manager at Ford Motor Company will present how the company has brought social good to its programs, building unprecedented advocacy between the brand and its customers that has resulted in Ford being the envy of the industry.
A Journey to Luxury Positioning
April 19, 2012
The Jenn-Air brand was launched in the early sixties and widely considered to be the original luxury appliance brand. Like many brands Jenn-Air went through a number of changes over the years. It was sold several times and so it’s original luxury positioning had changed. Whirlpool Corporation acquired the brand in 2006; at the time of the acquisition Jenn-Air was positioned as a mass-premium brand, the same as KitchenAid (a part of Whirlpool Corporation’s portfolio of brands since 1986). A decision was made to follow a strategy that repositioned Jenn-Air as a luxury appliance brand. Whirlpool Corporation is two years into this multi-year strategy and already seeing positive results for Jenn-Air.
Getting the Edge: SEO Strategies and Insights
March 15, 2012
Learn how SEO strategies are changing in today’s hypercompetitive marketplace and gain insights into the latest developments and best pratices in SEO to leverage both on-page and off-page promotion. If you have been experimenting with various techniques to drive traffic to your website and are looking for new perspectives on SEO, register for this event and join us on March 15.
Leveraging Mobile Technology to Enhance Sales and Marketing Effectiveness
February 16, 2012
The iPad, iPhone, and mobile technologies have changed the world. And today, the use of these and other smart devices can have a powerful impact on sales effectiveness and customer engagement. You are invited to attend our February lunch program where you will learn how mobile technology is being used to connect with customers and enhance the marketing process. John Sadowski and Phil Neal of Maestro eLearning will discuss the latest trends in mobile technology and share their experiences, insights and samples of mobile apps for marketing communications, direct sales, CRM, mobile learning, and other customer-focused activities.
Event Marketing: The Making of a Marathon
January 19, 2012
In 2011, the first Kalamazoo Marathon changed the Borgess Run for the Health of It weekend from a modest community event to one that attracted runners from31 combined entries from Colorado and Texas and at least one from 46 states and five countries. Blaine Lam will talk about event marketing in his role his work as Race Director, which involved everything from getting the word out to potential runners, to generating $175,000 from 67 sponsors to allow the race to break even.
Creating a Global Brand: Challenges and Successes
December 15, 2011
Internal branding can be a challenge for any company. And when your company utilizes a house branding strategy in global markets, brand building takes on a whole new set of challenges. In this presentation, Mr. Jerry Schwabauer, vice president of sales and marketing for Azon USA, Inc., will discuss his company’s initiatives to build its company and product brands using a consistent voice across the organization and its various product lines.
Rethinking Brands and Branding in an Interactive Marketplace
November 11, 2011
Branding is as much about organizational returns as it is about organizational investments. And that means brand funding must be based on a radically different view…..as a fixed cost of doing business to protect valuable organizational assets. Dr. Don Schultz, president of Agora, Inc. and professor (emeritus-in-service) of integrated marketing communications at Northwestern University, will discuss this “asset-based view of brands” and other novel and unique views of brands and branding. You may not agree with all he says, but, you will leave this session with a totally different view of what brands are and what your job, as a brand steward, should be today and is sure to be tomorrow.
One of a Kind: Niche Marketing to a Mass Market
October 20, 2011
In recent years the perception of Goodwill’s retail stores has gone from a low-cost outlet to a place to find chic and fashionable clothes. Goodwill stores are now attracting customers who are not only interested in helping others, but in finding a new look as well. The result has been a dramatic turnaround in sales both locally and nationally. Mr. John Dillworth, president/CEO of Goodwill Industries of Southwestern Michigan, will discuss changing customer demographics, the criteria for selecting retail store locations, merchandising, advertising and promotion, and other elements that have contributed to Goodwill’s success. He will also talk about how that success translates into employment and training for the people of Southwestern Michigan.
It’s What’s Inside That Counts: Ingredient Brand Power
September 22, 2011
AMA Southwest Michigan extends an invitation to you and your colleagues to attend our first program of the 2011-12 season. Join us September 22 as we learn how Eaton nurtures and manages its ingredient brand with guest speaker Mr. Don Alles, director of global branding and communications for Eaton’s Vehicle Group. In this presentation, Mr. Alles will highlight the key factors involved in sustaining an ingredient brand and what this means for brand managers and marketing professionals who are working to leverage their brand as part of a larger brand identity.
Maximizing Marketing Effectiveness: Doing More With Less
May 19, 2011
AMA Southwest Michigan extends an invitation to you and your colleagues to attend our final program in the Marketing Measurement Series with our guest speaker Mr. Tom Comes, Director of Marketing and Public Relations at Borgess Health. Mr. Comes will discuss his experiences with measuring marketing ROI and how his organization uses marketing ROI to maximize marketing effectiveness.
Using Marketing Research to Drive Organizational Growth
April 20, 2011
AMA Southwest Michigan extends an invitation to you and your colleagues to attend our Marketing Measurement Series lunch program with our guest speaker Mr. Gary Goscenski, Director of Consulting Services, Perspectives Consulting based in Paw Paw, Mich. Mr. Goscenski will share his experiences in developing and implementing effective marketing research programs that deliver value to the organization and its stakeholders. This presentation will highlight the pros and cons of utilizing marketing research and how to utilize marketing research to make more informed decisions.
Marketing ROI: An Introduction to Measuring Marketing Effectiveness
March 17, 2011
AMA Southwest Michigan extends an invitation to you and your colleagues to attend our Marketing Measurement Series lunch program with our guest speaker Ms. Vita Merlotti, founder and president of Avalon LLC. Ms. Merlotti will share her experiences in creating world-class marketing programs for leading organizations around the globe. Her presentation will cover the fundamentals of marketing ROI and provide attendees with insights to improve marketing accountability and effectiveness in today’s competitive environment.
Corporate Social Responsibility and the New Shared Value
February 15, 2011
AMA Southwest Michigan extends an invitation to you and your colleagues to attend our February lunch program with our guest speaker Mr. Patrick Anderson, former vice president, corporate affairs at Stryker Corporation, one of the world’s leading medical technology companies. Mr. Anderson will share his experience overseeing Stryker’s Corporate Social Responsibility (CSR) initiatives and will review the factors that Stryker considered before creating their first CSR report in 2009. He will also share ideas that any organization might use in making decisions about investments of time, talent and resources in CSR.
Power Brands: Lessons from Our Own Backyard
January 20, 2011
AMA Southwest Michigan extends an invitation to you and your colleagues to attend our January lunch program with our guest panel featuring leaders of local brand giants Gazelle Sports, Arcadia Ales, Plainwell Ice Cream, and Food Dance Cafe. The moderated panel discussion, led by John Stap, Owner of Stap, Inc., will explore how these four companies created and nurtured their brands to become power brands in West Michigan and beyond. The interactive session is designed to provide insights and guidance to others looking to strengthen their company’s market position through differentiation excellence and clear points of difference. Join us on Jan. 20 to learn how these four power brands broke through the clutter to become leading brands in their categories.
