|
| |
|
New Evening Event!
February 22, 2007 |
Ever wondered what it would be like
to see your team’s name in lights
and formally engraved into glass?
It's easy to enter for MAX! Follow these easy steps:
Visit the AMA web site at
www.ama-pdx.org
and download Entry Guildelines and
Entry Form.
Complete your team's project review, gather examples and send to MAX for judging.
Entry deadline is January 12, 2007
If you are a finalist, you'll hear from MAX two weeks before the award event on February 22, 2007.
|
|
Enter to Win the 2006
Marketing Award of Excellence
Once a year the AMA steps up and out to
recognize the teams that make it happen
for their companies or themselves. They are
people we respect and admire for their creative
genius and ability to make the company money
on a small investment.
This year for the first time the AMA MAX
(Marketing Award of Excellence) is presented
in its own evening award program at the
Portland Art Museum on February 22, 2007.
You’ll find a lively mix of food, drinks, live
music and networking. You won’t want to miss
this unique AMA Oregon event!
Here’s Your Chance to Shine! This year’s awards will recognize outstanding marketing strategies in 5 categories:
- Best ROI Campaign
- Best PR Campaign
- Best Web Campaign
- Best Branding Campaign
- Best Integrated Marketing Campaign
Judging will be handled
via another AMA Chapter in Louisville, KY.
|
Kevin Hohnbaum
AMA President
Holiday Greetings |
|
|
President’s Message
In Jack Welch’s book “Winning,” the chapter on leadership includes a rule that states that leaders inspire risk taking and learning by setting the example. Welch’s Rule #7 came to my mind when I was meeting with the leadership team from the professional development workshop committee. Krista Digiacomo, Mitch Daugherty, Steve Potestio, Emily Peressini and Michael Thomas have taken a risk with the workshops this year. We moved them to an evening event instead of a breakfast event, redirected the focus to aim specifically at “how to” topics and changed the day of the month to the 1 st Tuesday. In addition, the team is leading by setting an example. In spite of changes in work and personal situations, they each continue to work diligently to meet the needs of our membership and offer top-notch programming. This year’s AMA Oregon board is made up of terrific leaders who continue to awe me with their dedication and passion for marketing and the American Marketing Association. Please join me in thanking each of them for giving their time and energy to help us all learn and grow.
If you’re ready to become a part of this dynamite team, please drop me note at Khohnbaum@PortlandTribune.com or call me at 503-546-9811.
See you at the next event! |
If you're on our
e-mail lists, you can update & change your profile quickly and easily.
Click here to view and update your profile.
|
|
The Best Ways to Keep in Touch
When you're an AMA member, we know how important it is to stay connected to your local chapter. AMA Oregon offers several ways for you to let us know when you have a change of job, address, or contact information:
Send us an e-mail at info@ama-pdx.org and we'll make sure your information is updated in our local database.
To change your information with the AMA national organization, visit the AMA member login page and make changes to your membership account. Allow three weeks for the new information to be processed.
|
Kent Lewis
|
|
What are People Saying About Your
Company Online? Do You Know?
Featuring Kent Lewis, Anvil Media
Time and Location
Registration and happy hour: 5:30 p.m.
Program: 6:00 - 7:30 p.m.
Pizza and drinks are included
The Portland Ecotrust Building
721 NW Ninth Ave.
Portland, OR 97209
The “How To”:
Your company’s reputation is created and altered by what it does and what everyone, including you, says. Unfortunately, perceptions are not always based on fact but on opinion, conjecture and rumors, so it’s not a question whether or not you should be managing your company’s reputation online, it’s a question of how. Join Anvil Media’s Kent Lewis as he discusses fresh strategies and tactics that will enable you to successfully manage your company’s online reputation.
Pricing:
Member: Early Bird (Before 12/1) $25
Member - Regular Rate: $30
NonMember: Early Bird (Before 12/1) $35
NonMember - Regular Rate: $45
Students - $15
|
Cindy Rabe
Sponsored by:  |
|
Expertise: The Innovation Killer...and What To Do About It
Featuring Cynthia Barton Rabe
Time and Location
11:30 a.m.- 1:00 p.m.
The Benson Hotel
309 SE Broadway Portland, OR 97205
In our increasingly competitive, global business environment, an organization's ability to innovate has become vital to its ability to thrive - and even survive. Unfortunately, many organizations seem better prepared to thwart innovation than nurture it. From poor strategic planning to lackluster execution, there are multiple "innovation killers."
Arguably however, the most lethal is one that may be the most surprising: our own expertise. Where innovation is concerned, our hard-won experience and carefully captured"best-known methods" can weigh us down in "what was" vs. "what might be."
Pricing:
Member: Early Bird (Before 12/8) $25
Member - Regular Rate: $30
NonMember: Early Bird (Before 12/8) $35
NonMember - Regular Rate: $45
Students - $15
|
|
|
|
Mauricio Caravajal, Prodfundo
|
|
New Member Profile
The local Latino market is growing, and growing fast. Marketers who ignore this emerging group risk getting left behind, said Mauricio Carvajal, Partner/Director of Profundo Media and one of AMA Oregon’s newest members.
“Ignore Latinos at your peril, and at the peril of your business,” Carvajal advised fellow marketers.
Nationally, the developing Latino market is attracting a great deal of attention, but locally, Carvajal said, marketing professionals “are still not terribly conscious of this growing market.”
Seeing untapped potential in the Pacific Northwest, Carvajal and two other Spanish advertising veterans formed Profundo Media in October 2006 to help clients reach the Spanish-speaking market. The company, which is based in Oregon City, offers high-end, full-service production and post-production.
"Between Chicago and L.A., no one is paying attention to the value of high-end production for the Latino market in this area,” Carvajal said. Profundo Media aims to fill the void.
|
Featured Volunteer Opportunity
AMA’s Web Site Committee is looking for a Copy Volunteer! This individual is responsible for developing copy for the AMA PDX Web site.
Responsibilities include:
- Maintain basic copy standards for the Web site.
- Review the Web site on a monthly basis to recommend copy enhancements and ensure consistency and quality of copy.
Time commitment: 4 hours/month.
Contact Katy Hagert at katy_hagert@marketstrategies.com, if you are interested in joining our team of volunteers!
Please visit the AMA Oregon web site for all current volunteer opportunities. http://www.ama-pdx.org/about/Volunteer.aspx
|
Kevin Joyce, CEO, Rubicon Marketing Group |
|
Driving Dialogue—Effective Nurturing Of Online Leads
The New “Dating” Landscape
The vision of online leads, with opportunity information flowing electronically from the prospects’ fingertips directly into your Sales Force Automation system, is tantalizingly close to reality for many companies. If your sales cycle is measured in weeks or months then you understand that there is a required dialogue between you and your prospects before they commit to a purchase. And increasingly the early stages of this dialogue are taking place online.
Online dialogues offer a more cost-effective and scalable solution to lead qualification than requiring sales people to engage in qualifying raw leads. However, as you direct more of your early prospect interactions to and through your web site, you need to ensure you have the process, content, and tools in place to measure and nurture this vital flow of leads.
|
Welcome New Members
We would like to welcome the following new members who joined AMA Oregon since the last newsletter was published.
|
Bob Beaulaurier
Senior Partner,
Market Decisions
www.mdcresearch.com |
|
Point of View | Profiling as a Marketing Tool
Politicians profile through polling. Kings, world leaders, officials in power and governments have been profiling their constituents since there has been recorded history. Critics consider poling an invasion of privacy and assume that the information will be used inappropriately. As a market research professional, I look to profiling to give me access to good if not great opportunities. When used effectively, profiling can give you a measurable advantage.
Marketers typically combine several variables to define a demographic profile. A demographic profile (often shortened to "a demographic") provides enough information about the typical member of the profiled group to create a mental picture of this hypothetical aggregate. For example, a marketer might speak of the single, female, middle-class, age 18 to 24 demographic.
Marketing researchers typically have two objectives in this regard: first to determine what segments or subgroups exist in the overall population; and secondly to create a clear and complete picture of the characteristics of a typical member of each of these segments. Once these profiles are constructed, they can be used to develop a marketing strategy and marketing plan.
If you don’t use market profiling, you may not be marketing to customers efficiently. Worse, you may leave yourself vulnerable to competitors who see the value of understanding your customers’ behaviors and purchasing trends.
Simply put, profiling and segmenting your market can get you to the 20 percent of the market that can give you 80 percent of the revenue you seek. Then you can test and focus on communications that will resonate with your customers and reduce chances of missing the mark or worse, offending.
Bob Beaulaurier is a Senior Partner at Market Decisions. Market Decisions has been in the business of profiling, polling and product development since 1978.
|
AMA Survey
AMA wants to know if area marketers are using and having success with polling. Follow the link below and take our very brief, five question survey. (That’s right, just five questions that will take you less than two minutes to answer!)
The survey is sponsored by MDC Research. MDC will gather, analyze and report on the data received. All information obtained through the survey will be kept confidential and will be used for the sole purpose of sharing overall results with AMA members. |
Marketing Moments
People are googling you and making decisions about you from what Google reveals. Whether you are an employee looking to advance in your company, a professional seeking your next marketing role, or a consultant looking to land your ideal client, you should plan on being googled. And you should prepare for it.
|
Announcements
The AMA strives to offer topical resources to help in your professional development and career advancement in today’s competitive environment. We want to make sure we are serving your interests and adding value to you. Tell us how the AMA has helped you and how we can improve. We would love to hear from you.
Have a topic to share with fellow marketers? Submit an article or case study to be featured in our next newsletter.
|
|
|
"Marketing Pulse" is a monthly publication of the American Marketing Association - Portland, Oregon Chapter
Visit us at www.ama-pdx.org
P.O. Box 82 , Portland, OR 97207 | Phone: 503.222.9204 | Email: info@ama-pdx.org |
|
|
|
