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Thank You Platinum Sponsors
Thank You Gold Sponsors
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AMA Oregon Keeps You
On Top of
Trends in Marketing
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AMA Members receive a $100 discount on inVerge 2007! |
Michael Thompson,
Market Accelerators |
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Eric Gregg
AMA President
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President’s Message
As we recover from the Labor Day weekend events and prepare for the end of Summer,
I can’t help but be excited by some of our upcoming events for AMA-Oregon and Southwest Washington.
Through the intelligent use of market research and technology it is possible to tailor your marketing communication to different segments of the market. In next week’s luncheon, we will hear about the utilization of segmentation research from one of the experts in the field, R. Scott Evans, PhD. I first experienced this working part-time as a cell phone salesperson at the local mall while attending college.
Bored to tears most of the days, I quickly learned the ins and outs of this particular job. First, it was vital to endear yourself to the teenagers who worked at the Orange Julius next to the kiosk. Free Julius drinks for the summer….check. Next, I quickly became aware of the fact that the 60 year old college professor and the 20 year old college student were purchasing their cell phones for very different reasons. I started to tailor my message to each customer based on what was important in their decision. For some it was peace of mind; others it was staying in touch with family, or to have the latest “gadgets”. My message was different to each of them. As we try to break through the clutter with our marketing message, it is vital to understand how that message should translate with different audiences.
For those of you who are memory-challenged as I am, our first professional development event of the year on the 25 th of September is for you. “Discovering your memory power” promises to help all of us do a better job remembering client names, important facts and (I hope) anniversaries.
These two events are the tip of the iceberg. You will be hearing more in the upcoming months about speakers from top marketing organizations renowned throughout the country for their innovative and pragmatic approaches to marketing. Be sure to register early at http://www.ama-pdx.org/ for the best value and to ensure your spot, as we are expecting near capacity crowds.
I hope to see you at these events and others as we strive to deliver the top marketing programming in the region.
Best –
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Susan Federici
AMA Newsletter Editor
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Editor's Note
It's after Labor Day now, but the weather is still warm and the outdoors very inviting. Even so, those of us on the Board of the Oregon AMA having been busy during the Summer preparing for a great kick-off for the 2007-08 programming year for you.
For example, on next week's docket is the monthly luncheon with speaker Mr. R. Scott Evans, VP Applied Methodologies and Product Development GCR, who will tell us about market segmentation and how to incorporate marketing segmentation research into your business practices. Later in the month AMA Oregon is presenting another in its successful series of Professional Development Workshops.
This month also kicks-off the AMA's Fall membership drive, which features a couple of good deals on dues and giveaways.
This month's Sponsorship Spotlight is shining on Platinum Sponsor, the Benson Hotel. We are privileged to be able to hold our monthly luncheons in this prestigious hostelrie. Read Dave Spacek, Director of Sales and Marketing's, article about the Benson Hotel, its mission and illustrious history.
That's a quick summary of the highlights in this month's Marketing Pulse. I hope you enjoy reading it and choose to participate in our many activities.
Enjoy!
About the Editor: Susan Federici is Principal of Federici Business Group. She can be reached at susan@federicibusiness.com. |
Scott Evans is vice president of the Applied Methodologies and Product Development group at GCR. With more than 15 years of experience in consulting and research design in both the private and public sectors, he specializes in a wide range of multivariate techniques and their application to market research problems. Dr. Evans holds a PhD in political science from Carleton University, Ottawa and has researched and taught in the areas of social analysis, program evaluation, political systems and economics. He also holds an MA from McMaster University, Hamilton and a BA (Special) with distinction, from the University of Alberta, Edmonton.
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September Luncheon
Tuesday, September 11, 2007 Topic: Market Research Segmentation - Today's Power Tool
R. Scott Evans, VP Applied Methodologies and Product Development GCR
11:30 a.m.- 1:00 p.m.
The Benson Hotel
309 SW Broadway Portland, OR 97205
In today ’s connected world, segmentation is a must for marketers. Marketers are tasked with appealing to customers more directly and market segmentation profiles provide the insight necessary to do so. By targeting these prospects directly, marketers gain higher and quicker return on their marketing investments. Marketing resources can be effectively deployed by matching investments to the segments holding greatest promise. Additionally, segmentation models enable a business to gain an understanding of the geographic and demographic attributes of their target markets, allowing them to implement strategic sales and marketing initiatives.
This session offers strategies for effectively incorporating marketing segmentation research into business and marketing practice. The session provides background information on market segmentation, measurements for segmentation, and how to define segments to drive desired behaviors. A marketer ’s perception of their company ’s market segments may not be accurate. When used strategically, segmentation is more than defining segments by categories such as Consumer, SMB and Enterprise or by vertical; it opens the door to discovering groups that aren ’t as evident - such as segments by characteristics of adoption or purchasing. Understanding the opportunities that come from strategic market segmentation will assist you in developing stronger customer partnerships and driving business success.
Register on or before September 10th and you will be registered to win 2 free Jet Blue tickets to anywhere Jet Blue flies!
Pricing:
Member: Early Bird (Before 9/4/07) $25
Member - Regular Rate: $30
NonMember: Early Bird (Before 9/4/07) $35
NonMember - Regular Rate: $45
Students - $15
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Kristin Thompson's passion is to inspire others to reach their full potential. Kristin harks from the world of radio and television, where she has an extensive background in media sales. After some soul-searching, Kristin realized that while she enjoyed her work, she felt called to a career that was more deeply satisfying and in line with her personal and professional values.
As one of the most successful new trainers at Freedom Speakers and Trainers, Kristin helps clients learn important skills while having fun at the same time. A "product of the product," Kristin loves focusing on self-improvement and also holds a degree in psychology.
Sponsored by:
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Professional Development Workshop
Tuesday, September 25, 2007 Topic: Discovering Your Memory Power
Kristin Thompson, Freedom Speakers and Trainers
Registration and happy hour: 5:30 p.m.
Program: 6:00 - 7:00 p.m.
Pizza and drinks are included
The Portland Ecotrust Building
721 NW Ninth Ave.
Portland, OR 9720
Do you wish you were better able to remember names or specific details about your clients’ businesses? Join us for a Professional Development workshop that will help you be more productive, reduce stress and learn effective strategies to improving your recall memory. During the presentation everyone will take away two or three ideas they can start using immediately to increase their memory. There will also be an interactive demonstration with your group to show how powerful your memory can become with just a little training.
Pricing:
Member: Early Bird (Before 9/21/07) $25
Member - Regular Rate: $30
NonMember: Early Bird (Before 9/21/07) $35
NonMember - Regular Rate: $45
Students - $15
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Fall 2007 Membership Drive
Through the National Chapter, AMA has developed a membership campaign to generate great results for new members in our local Oregon chapter. Through this national campaign, which launched August 30 th, our new members can advantage of this great offer:
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Grow your knowledge of what's new in the fast moving marketing world |
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Gain new business relationships |
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Update your marketing skills |
With the campaign, new members will get:
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$30 application fee waived (member and chapter fees still apply) |
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$20 prepaid MasterCard® will be offered as a special incentive.* |
For more information please e-mail membership@ama-pdx.com.
Offer valid for professional and academic members only.
*This card is the property of KeyBank National Association and is issued pursuant to a license with MasterCard® International Incorporated. |
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Sponsorship Spotlight:
The Benson Hotel
Platinum Sponsor Since
2003
The Benson has been a proud sponsor of the American Marketing Association (AMA) Oregon Chapter for four years, supporting the organization at the Platinum level.
“I think the reason we have been so supportive of the AMA is because the organization shares a very similar mission in its marketing efforts as we do at the hotel: to improve, promote and support marketing needs in all the different competencies,” said Dave Spacek, Director of Sales and Marketing. “Whether it’s participating in a local charity auction or putting together innovative room packages that will grab peoples’ attention, our involvement with AMA has helped us better promote our activities in a way that is consistent with our brand.”
The Benson Hotel also regularly hosts gatherings for AMA members, which consistently expose new individuals to the property. As far as celebrity guest sightings in the past, Spacek says “take your pick.” Every sitting US President since Harry Truman has stayed at The Benson and the hotel’s current list of clients includes many Fortune 500 companies, NBA teams, CEO’s, celebrities and entertainers. You can ask Dave, who’s in house now, when you seen him at the next meeting.
“It’s, of course, fantastic to receive high-profile clients in our hotel; they come here for a reason,” commented Spacek. “But we aim to achieve successful outcomes and grant VIP service to everyone who stays with us, whether they are a demanding CEO, a foreign head of state, a prominent Portland family planning a special wedding, or a single traveler visiting Portland for the first time. Our simple goal is to always exceed expectations. Hopefully what we’re doing would make Simon Benson proud,” Spacek added with a smile.
The Benson Hotel is a AAA 4-diamond hotel featuring Tempur-Pedic Swedish Sleep Systems, Conde Nast recommended and Platinum Choice Award winner from Smart Meetings Magazine. We are a proud member of Coast Hotels & Resorts with over 39 hotels located throughout the West. For more information and reservations, visit www.coasthotels.com or call 1-888-523-6766.
THANK YOU BENSON HOTEL!
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Want to Meet Fellow Marketers Quickly?
Looking for an easy way to be more involved?
Be a greeter for AMA events!
Our next event is the September 11th Luncheon. If you've been thinking you want to get more involved, consider starting out as a greeter for this event.
Please contact Erica Poff, Human Resources Chair AMA, at erica@synotac.com if you are interested in getting involved.
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Announcements
inVerge 2007: the interactive convergence conference, is a new multi-disciplinary conference at the Gerding Theater at the Armory, 128 NW 11th Avenue, Portland, Oregon 97209
on September 6 & 7 that focuses on the invergence of media platforms, online + offline, content + advertising, corporate + consumer-generated content.
The thought-leader speaker list includes:
In order to create a unique experience for attendees, this conference starts on the same day as, and is integrated with, three other cultural events happening in Portland: the Time-Based Art Festival (performance artists from around the world), MusicFestNW (over 125 indie bands) and the First Thursday Gallery Walk (art/wine/music).
The inVerge pass includes:
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Receive $100 off the $495 registration fee with Discount Code: AMA
For more information and to register, visit www.inverge.com.
To register for the complimentary pass (one per company please), click here.
Read the inVerge press release click here.
Discovering Your Bulls-Eye Marketing Message
Thursday, September 13, 2007 Program 4:00-6:30 p.m.
Are your sales results inconsistent? Is your referral engine sputtering? Do you wonder if your marketing materials are hitting the mark? How do you know for sure that you're saying the right things to the right people? Do you wonder why more people aren't banging down your door?
Crafting the right message is the key! At this event you'll learn five critical ingredients to develop your perfect marketing message. We'll uncover the three power elements to turbo charge your referral engine. Discover the most persuasive message secret (and it's probably missing from your message right now). This is the second in the Bulls-Eye Sales & Marketing Series designed to help you grow your business and build a world-class organization. Small and medium-sized organizations alike will benefit from this engaging and insightful session.
Moderator: Bill Dolan, Spirit Media
Speakers: Michael Thompson, Market Accelerators (American Marketing Association - Oregon), Jeff Schneider, Sandler Sales
Thursday, September 13, 2007 Program 4:00-6:30 p.m.
Doors open at 4 p.m., presentation begins at 4:15 p.m.
Location: Portland Business Alliance 200 SW Market, Lobby Level Conference Room
Networking & Appetizers afterwards
Series Sponsors: West Coast Bank, Regence
Wine will be served prior and after the discussion
Food and networking will immediately follow the presentation
Pre-registration required: Members: $20, Non-Members $30 Registration for this Event will close at 3:00 September 13, 2007 However, you can still attend by registering and paying at the door.
We value your opinion
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.
Let us hear about it!
Have a topic to share with fellow marketers? Submit an article or case study to be featured in our next newsletter.
AMA Pulse Archives are available online - click here to view past editions.
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