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CHAPTER MARKETING: STRATEGY THROUGH
TACTICS FOR GREATER CHAPTER PROSPERITY
AND AWARENESS
Tim SalaverAPICS Southwest District Meeting
February 11, 2012
Define your marketing strategy
• Know your marketing capabilities and tools• Familiarize yourself with your market• Meet new challenges• Be retrospective and introspective at the way you
work (culture)• Know the expected outcome• Create a compelling story• Implement the marketing strategy through your
tactics
• Familiarize yourself with a chapter marketing strategy1
• Who do you want to sell to?2
• Know your customers through your tactics3
Today’s Overview
Learning Objectives• Market to the right
People• Market with the right
Process• Market with the
appropriate Technology
• Reap the Benefits Effective Marketing
Time Spent
Activ
ities
Wor
ked
On
Get Familiar
Achieve Mastery
Working Toward Market Mastery
Get Experience
d
Tactics must suit the strategy
• Actions that lead to execution– A purpose– A schedule– A measurable result
A Marketing Purpose
• It ensures that every tactic adheres to the principle outlined earlier: all tactics must help you achieve your strategic outcome.
• It ensures you’re not wasting time on tasks that provide no return.
• What goal or strategic outcome does the tactic advance or satisfy.
A Marketing Schedule
• Most effective tactics contain a scheduling component
• Add regular tactics to a calendar like Outlook• Actions move you towards your goals, while
scheduling ensures actions are executed• This is your work plan
A Marketing Measurable Result
• Number of LinkedIn connections• Number of PDM’s• Number of Press Releases/Announcements• Number of Attendees• Number of Impressions• The situation with Hult International Business
School…is it repeatable?• How many contacts do you need to make to
be successful?
Tactics
• Personal marketing to members• Monthly to weekly updates• Create event specific website• Collaborate with partner organizations• Distribute literature far in advance• Send individual invitations• Recruit local and regional sponsors
Case Study• Focus on the Customer’s
needs– Six Pack and NESCON– I am APICS– Talent and skills study– Meet with potential
customers– Collaborate with business
partners– The moral of the story
Tactics• Create an Advisory Board of Executives• Create a National conference of “Rock Star” speakers• Frequent Press Releases• Website• LinkedIn
– BSMA – 901– APICSGG – 539– GSFBASQOLN – 169
• Industry specific topics and themes• Create new relationships at the highest levels of the
organization• Collaborate with Industry, Academia, and Professional
Organizations• Recruit Regional and National sponsors
Case Study• Focus on the Market
Forces– Market study: Bio
Supply Management Alliance
– Meet with the decision makers
– Collaborate with business partners
– The moral of the story
Discussion
• What can we learn from having greater knowledge about the market
• Best practices• Take-aways
Summary
• Define your marketing opportunities and challenges– Technological as well as personal– Appeal to the wider market as well as the customer
• Set realistic expectations– Mastery of marketing is not achieved overnight
• Keep your eye on the goal– Create greater awareness of your chapter activities
• Mentorship programs• Professional Development• Talent Management
– Focus on what you do best as your strategy with the resources available to you