Eric Gregg
AMA President

Marketing that creates only awareness is marketing which is not optimized.  In the “prove it” era of marketing in which we live, we must show sales directly attributable to our marketing efforts. 

President’s Message

Happy New Year!

As is the case each January, I have started to frequent the gym a bit more often than in previous months, certain this is the year when my physique is more defined by time at the gym and less by comparisons to a life sized weeble-wobble.  It turns out I’m not alone.  According to Wikipedia, 24 Hour Fitness has nearly 400 clubs and more than 3 million members, most of whom appear to be fighting me for time on the eliptical at 6PM every day.  With ample time on the less popular Stairmaster, the marketing geek in me can’t help but be impressed with what 24 Hour Fitness has accomplished through marketing in the past 3 years.

It seems that we have precious few marketers who are pushing us to utilize both traditional AND nontraditional marketing techniques in the way that has been so successful for 24 Hour Fitness.  With their sponsorship of The Biggest Loser, a weight-loss reality show, they provide wide-spread, prime time imagery into their brand and their product.  But as our February Luncheon speaker preaches, that isn’t enough.  Marketing that creates only awareness is marketing which is not optimized.  In the “prove it” era of marketing in which we live, we must show sales directly attributable to our marketing efforts.  While the sponsorship of The Biggest Loser is bolstered by traditional advertising, they have also done a wonderful job of weaving nontraditional and community-driven elements, such as a Biggest Loser Club where you can lose weight alongside the current cast, or their million pound challenge for the entire nation.  Blogs, paid search and SEO tactics round out an integrated campaign that helps them hold market share against their competitors.  It all comes full circle in the clubs themselves, which tie together the different elements of the campaign to both increase membership, and also up sell those of us who have already joined.

Never has it been more important to truly understand and optimize the fundamentals of marketing, and yet, never has there been more rapid innovation affecting how we achieve those marketing and business goals.  Our ultimate success will, I think, hinge on the ability to understand both the legacy and the future within the field of marketing.

Best –
Eric Gregg

Cameron Madill
President, Synotac

January Professional Development
Tuesday, January 29, 2008

The Holy Trinity of Google Analytics

Featuring:
Cameron Madill, President, Synotac

Time and Location
5:30 pm - 7:00 pm
Ecotrust Building , 721 NW 9th Portland OR

The Topic:
You may have heard of it or are currently using it in your organization – but how do you effectively use the information to improve your website, traffic and market position? Join us for a special Professional Development workshop as Cameron Madill provides tips, strategies and tactics that will help you understand web metrics and improve your web presence. Feel free to bring your Google Analytics reports for small group clinics following the presentation.

Pricing:
Member: Early Bird (Before 1/25/08) $25
Member - Regular Rate: $30
NonMember: Early Bird (Before 1/25/08) $40
NonMember - Regular Rate: $50
Students - $15

Sponsored by:




FILTER is a full-service creative resources company that delivers proven results. For businesses that need talent—either in-house or off-site— we offer staffing services and project-management expertise for a variety of design, production and content management needs. Our clients include prominent technology and services companies as well as many of the leading design, advertising and interactive agencies throughout the West Coast.  Please visit filtertalent.com or call us on 800.336.0809 for more information.

Learn More & Register

Nelson Pratt, VP Brand Marketing
The Regence Group

How and why marketing and sales have become increasingly disconnected -
it starts with the wrong marketing metrics - and
what can be done about it.
Some local companies that
are getting it right with integrated sales and marketing plans.

February Luncheon
Tuesday, February 12, 2008

Turning Your Marketing Efforts Into Sales

Featuring:
Nelson Pratt, VP Brand Marketing
The Regence Group

Time and Location
11:30 a.m.- 1:00 p.m.
The Benson Hotel
309 SW Broadway Portland, OR 97205

The Topic:
One common mistake businesses make is operating under the assumption that sales and marketing are two separate functions when, in fact, they are really part of a continuum. If the primary goal of a business is profitable sales, then the primary goal of marketing should be to accelerate sales. If done right, marketing will increase awareness, build positive brand associations, generate customer loyalty and all the rest. But first and foremost, marketing is about sales.

Pricing:
Member: Early Bird (Before 2/8/08) $25
Member - Regular Rate: $30
NonMember: Early Bird (Before 2/8/08) $40
NonMember - Regular Rate: $50
Students - $15

Learn More & Register

Sponsored by:

2008 MAX Awards
Marketing Award of Excellence
CALL FOR ENTRIES
Still time to Enter!
Deadline: January 18th

Show us how you turned an inventive idea into better business at the 2008 MAX Awards on February 21st!

We invite marketing firms of all sizes to submit their project of any budget, as long as it has creatively fulfilled objectives, executed strategies, and generated superior results. From individual deliverables to comprehensive campaigns, we’ll recognize the most extraordinary work of 2007 with a prestigious MAX Award, $100 in cash, and more, including the opportunity to present your winning project and strategy at our June luncheon.

To enter, simply follow the guidelines, but hurry, because the deadline just around the corner on January 18th (fees $110 for members and $150 for nonmembers.)

Prominent marketing professionals from the Portland Metro area will judge the qualified entries in the following eight categories:

Marketing Campaigns (requires three or more media)
Integrated Marketing Campaign - Consumer/Retail
Integrated Marketing Campaign - Business to Business
Integrated Marketing Campaign -Nonprofit

Computer-Based Marketing
Best Web Campaign

Results Marketing
Best ROI Campaign (judged on highest ROI gained from marketing campaign)

Public Relations
Best PR Campaign (Nonprofit, Business to Business, or Business to Consumer - only one will win)

Advertising
Best Printed Material
Best Message Placement

These will be a big celebration for the MAX winners and Marketing Community on February 21st. In addition to the awards ceremony, the inspiring evening will include a cocktail reception featuring live music and a gallery of entries, as well as a sit-down dinner by Jake’s Grill featuring a multimedia program by SpiritMedia.

To attend without entering, advance purchase tickets are $65 for members and $85 for nonmembers. After February 14th, members are $75 and nonmembers are $95. Students are $50. Tables of 8 may be purchased for $520 in advance and for $620 after February 14th. If you’re interested in sponsoring a table of 8 for $750, we’ll feature your name on the table and recognize you as an official sponsor of the MAX Awards during the event.

2008 MAX Awards
Marketing Award of Excellence
Thursday, February 21, 2008
4:30 to 7:30 p.m.
Heritage Ballroom, Governor Hotel
614 SW 11th Avenue, Portland

4:30 p.m.: Gallery of entries and cocktail reception
5:30 to 7:30 p.m.: Dinner and awards

Download Entry Forms or Register for the Event

Sponsored by AMA Oregon and: