becoming a more effective marketer asme leadership training conference new orleans, la march 2012

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 Value2. 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!

Quality Products Points of Differentiation Effective Messaging Deliver on the Value

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What is Marketed?

• Goods• Services• Events• Experiences• Persons

• Places• Properties• Organizations• Information• Ideas

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Marketing Mix

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Governments

ASME MembersIndustry

Technical professionals

Engineers

Universities

Students

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• Variety• Quality• Design• Features• Brand name• Packaging• Sizes• Services

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• List price• Discounts• Allowances• Payment period• Credit terms

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• Delivery

• Channels

• Locations

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promotion

adve

rtisi

ng

brochures

billboards

press release

dire

ct m

ail

emai

l

sale

s

newsletters

flyer

sw

ebsi

te

telemarketing

social media

word of mouthguerilla

seopodcasts

disp

lay

publicity

message

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Marketing @ ASME

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Some thoughts to consider about Marketing @ ASME

• We market revenue generating products AND mission-related programs

• Most of our products are marketed under the ASME brand name

• ASME products are offered in public locations, through distributors, over the web, direct from us, etc

• We have multiple target audiences –

• End users, distributors, influencers, sponsors / advertisers and more17

Marketing @ ASME

Mission Products Revenue Products

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The Marketing Checklist9 Things you need to think about when marketing your program

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The Marketing ChecklistLet’s work through an example…

Hypothetical Plant Tour, Reception and Presentation

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The Marketing ChecklistLocal 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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#2 - Success Measure(s)

Realize a 20% profit marginAttract 100 paid attendeesSell 3 sponsorshipsRecruit 2 new section volunteers

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#3 - Product Description•Tour of the Acme Widget Manufacturing Facility in Des Moines, Iowa

•Cocktail Reception with light snacks

•Presentation on widget innovation by Company President

•August 15, 2012

• 4pm Plant tour

• 5:30pm Cocktail / Networking Reception

• 6:30pm Presentation23


#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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#5 - Place / Delivery•In-person event

•Plant tour led by VP Operations

•Cocktail Reception held in Acme’s Executive Dining Room

•Presentation given by company President

•Acme Widget Manufacturing, Des Moines Facility

•Taped Presentation25


#6 - Pricing•Advance purchase discount

•Full price at door

•ASME Member discount

•Student price

•Taped presentation price

•Sponsorship Package

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#7 - Promotion•Creative Development

•Messaging for each target audience

•Channels of communication

•Frequency

•Timing / Schedule

•Non-event promotion – taped presentation

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• Gross PROFIT = Revenue - Costs28


#9 - Schedule

•Planning•Execution•Follow-up

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ASME’s Available ResourcesThe “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• Effective marketers create value, communicate value and

deliver value

• Marketing includes the 4 “P’s” plus knowing your target market You can’t just concentrate on 1 or 2 of the “P’s”

• At ASME, we market both “mission related products” and “revenue producing products”

• Keep the 9-point Marketing Checklist in mind to ensure a successful program

• Use the volunteer resources available on asme.org and the best practices you heard about today

• Have fun! Marketing is not as hard as engineering!

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Becoming a MoreEffective Marketer

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Questions?

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becoming a more effective marketer asme leadership training conference new orleans, la march 2012

Documents

understanding of marketing

marketing activitiesshare

marketing challenges

marketing checklistlets

american marketing association

marketing checklist9

examplehypothetical

iowacocktail reception