Download Becoming A More Effective Marketer

Becoming a More
Effective Marketer
ASME Leadership Training Conference
New Orleans, LA
March 2012
Mike
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Session Objectives
Gain an understanding of marketing from a
theoretical and practical viewpoint
Get prepared to lead your units in planning,
creating and implementing marketing
activities
Share your own “pain points” and marketing
challenges
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What is Marketing?
“Marketing is the activity, set of
institutions, and processes for creating,
communicating, delivering & exchanging
offerings that have value for customers,
clients, partners, and society at large.”
American Marketing Association
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What is Marketing?
Successful marketers…
1. Create Value
2. Communicate Value
3. Deliver / Exchange Value
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What is Value?
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Great Marketers!
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Great Marketers!
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Quality Products
Points of Differentiation
Effective Messaging
Deliver on the Value
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What is Marketed?
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Goods
Services
Events
Experiences
Persons
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Places
Properties
Organizations
Information
Ideas
Marketing Mix
Product
Price
Target
Promotion
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Place
Target
Who are our customers?
Engineers
Governments
Students
Industry
ASME Members
Universities
Technical professionals
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Product
What are we selling?
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Variety
Quality
Design
Features
Brand name
Packaging
Sizes
Services
Price
How much should it cost?
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List price
Discounts
Allowances
Payment period
Credit terms
Place
• Delivery
• Channels
• Locations
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flyers
telemarketing
publicity
advertising
website
sales
word of mouth brochures
guerilla
press release
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seo
billboards
promotion
display
direct mail
message
email
social media
podcasts
newsletters
Marketing @ ASME
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Some thoughts to consider about
Marketing @ ASME
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We market revenue generating products AND
mission-related programs
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Most of our products are marketed under the ASME
brand name
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ASME products are offered in public locations,
through distributors, over the web, direct from us, etc
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We have multiple target audiences –
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End users, distributors, influencers, sponsors /
advertisers and more
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Marketing @ ASME
Mission Products
Revenue Products
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Engineering for
Change (E4C)
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K-12 STEM
Programs
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Federal Fellows
Program
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Student
Competitions
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Codes and Standards
Certification
Technical Journals
Books and Publications
Technical Conferences
Continuing Education
Section Meetings and
Events
• Membership
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The Marketing Checklist
9 Things you need to think about when marketing your program
1. Objective
6. Pricing
2. Success measures
7. Messaging &
Promotion
3. Product
Description
8. Budget
4. Target audience
9. Timing
5. Delivery Method
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The Marketing Checklist
Let’s work through an example…
Hypothetical Plant Tour,
Reception and Presentation
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The Marketing Checklist
Local Section Plant Tour & Reception Event
#1 - Objective
Successfully promote and conduct a
local section plant tour, including a
cocktail / networking reception with a
guest speaker.
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The Marketing Checklist
Local Section Plant Tour & Reception Event
#2 - Success Measure(s)
 Realize a 20% profit margin
 Attract 100 paid attendees
 Sell 3 sponsorships
 Recruit 2 new section volunteers
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The Marketing Checklist
Local Section Plant Tour & Reception Event
#3 - Product Description
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Tour of the Acme Widget Manufacturing Facility in
Des Moines, Iowa
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Cocktail Reception with light snacks
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Presentation on widget innovation by Company President
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August 15, 2012
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4pm Plant tour
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5:30pm Cocktail / Networking Reception
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6:30pm Presentation
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The Marketing Checklist
Local Section Plant Tour & Reception Event
#4 - Target Audiences
• Attendees
• Primary targets: All ASME widget division members located
in the Midwestern US, ASME Professional Members residing
within 90 miles of Des Moines, and students at universities
within 40 miles of Des Moines
• Secondary target: non-member widget engineers residing
within 60 miles of Des Moines
• Sponsors – Affiliated suppliers, publishers, local businesses
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The Marketing Checklist
Local Section Plant Tour & Reception Event
#5 - Place / Delivery
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In-person event
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Plant tour led by VP Operations
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Cocktail Reception held in Acme’s Executive Dining
Room
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Presentation given by company President
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Acme Widget Manufacturing, Des Moines Facility
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Taped Presentation
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The Marketing Checklist
Local Section Plant Tour & Reception Event
#6 - Pricing
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Advance purchase discount
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Full price at door
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ASME Member discount
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Student price
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Taped presentation price
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Sponsorship Package
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The Marketing Checklist
Local Section Plant Tour & Reception Event
#7 - Promotion
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Creative Development
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Messaging for each target audience
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Channels of communication
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Frequency
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Timing / Schedule
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Non-event promotion – taped presentation
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The Marketing Checklist
Local Section Plant Tour & Reception Event
#8 - Budget
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Expected REVENUE
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Ticket Sales
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Sponsorships
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Other sales (taped
presentation?)
Anticipated COSTS
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Research
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Food & Beverage
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A/V Equipment
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Creative Development
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Materials
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List Rental
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Advertising & Promotion
• Gross PROFIT = Revenue - Costs
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The Marketing Checklist
Local Section Plant Tour & Reception Event
#9 - Schedule
• Planning
• Execution
• Follow-up
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ASME’s Available Resources
The “Volunteer Resources” page on ASME.org:
http://www.asme.org/groups/volunteer-resources
• Best Practices (note that there is a section on Marketing and Promotion)
http://volunteer.asme.org/practices/
• Program ideas to draw member participation, under “Unit Manuals, Guides,
Handbooks & Policies,”
http://volunteer.asme.org/unit/Manuals_Policies.cfm
• Leaders can find their unit's member contact information, code officers, send email to
the unit and download membership rosters.
https://roster.asme.org
• “Section Program Handbook” (ASME publication ML-15) that provides some guidelines
on how to plan section programs and activities.
http://files.asme.org/Volunteer/Unit/12457.pdf
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Discussion of Marketing
Challenges / Pain Points
Using this example, or an example
from your own ASME activities, please
share some of the marketing
challenges (or pain points) you have
faced…
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Share Your Marketing
Success Stories
Please share some marketing success
stories that you have experienced
with your own unit’s activities…
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Conclusion / Summary
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Effective marketers create value, communicate value and
deliver value
Marketing includes the 4 “P’s” plus knowing your target market
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You can’t just concentrate on 1 or 2 of the “P’s”
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At ASME, we market both “mission related products” and
“revenue producing products”
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Keep the 9-point Marketing Checklist in mind to ensure a
successful program
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Use the volunteer resources available on asme.org and the best
practices you heard about today
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Have fun! Marketing is not as hard as engineering!
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Becoming a More
Effective Marketer
For questions or comments
Michael Kreisberg
[email protected]
Presentation available at
events.asme.org/ltc12
/presentations.cfm
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Questions?
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