BMA Web Seminar - May 11
27 April 2010
"Balancing Brand and Demand: Measures and Methodologies for an Economy in Transition"
Groundbreaking Brand/Demand Study by Stein Rogan + Partners Reveals How Marketers and Agencies Are Balancing Brand- and Demand-Centric Efforts Amid a Challenging and Changing Economy.
While marketers and agencies both advocate careful calibration when it comes to balancing brand and demand, the economy clearly swung the brand/demand pendulum toward demand creation. However, in 2010, that pendulum is starting to swing back - if tenatively.
That is among the many insights revealed by the first-ever Brand/Demand Study (B/D09). The benchmark study, Titled “Balancing Brand and Demand: Measures and Methodologies for an Economy in Transition,” was conducted by Stein Rogan + Partners, named 2009’s Top Agency of the Year by BtoB Magazine*, in partnership with Forbes and Ziff Davis Enterprise. B/D09 was the first national study of the approaches being utilized by the marketing community in achieving brand-centric and demand-centric marketing goals.
The second annual study, B/D10, is being completed in May 2010. Initial data from this study, which provides year over year comparisons, will be previewed during this webinar scheduled.
According to Tom Stein, President and Chief Creative Officer for Stein Rogan, “The fact that marketers advocate balancing brand- and demand-centric initiatives – yet are still currently emphasizing demand – is not surprising. What is more surprising is the nearly universal acknowledgement that investing in brand in today’s environment will enable strategic advantage as the economy improves.”
Groundbreaking Brand/Demand Study by Stein Rogan + Partners Reveals How Marketers and Agencies Are Balancing Brand- and Demand-Centric Efforts Amid a Challenging and Changing Economy.While marketers and agencies both advocate careful calibration when it comes to balancing brand and demand, the economy clearly swung the brand/demand pendulum toward demand creation. However, in 2010, that pendulum is starting to swing back - if tenatively.
That is among the many insights revealed by the first-ever Brand/Demand Study (B/D09). The benchmark study, Titled “Balancing Brand and Demand: Measures and Methodologies for an Economy in Transition,” was conducted by Stein Rogan + Partners, named 2009’s Top Agency of the Year by BtoB Magazine*, in partnership with Forbes and Ziff Davis Enterprise. B/D09 was the first national study of the approaches being utilized by the marketing community in achieving brand-centric and demand-centric marketing goals.
The second annual study, B/D10, is being completed in May 2010. Initial data from this study, which provides year over year comparisons, will be previewed during this webinar scheduled.
According to Tom Stein, President and Chief Creative Officer for Stein Rogan, “The fact that marketers advocate balancing brand- and demand-centric initiatives – yet are still currently emphasizing demand – is not surprising. What is more surprising is the nearly universal acknowledgement that investing in brand in today’s environment will enable strategic advantage as the economy improves.”
Date/Time:
May 11, 2010
10:00 a.m. - 11:00 a.m. CST
May 11, 2010
10:00 a.m. - 11:00 a.m. CST
Cost:
BMA Members - No Charge
Non-Members - $99
2. Reserve your slot in the web seminar. After registering, a receipt page will open. On this page, click the link asking you to reserve your slot to complete the reservation process.
About the Presenter:
Tom Stein is president and a founding partner of Stein Rogan + Partners. Over the past 23 years, Tom has established Stein Rogan as one of the leading branding, integrated and interactive marketing agencies serving business-to- business, business-to-education and innovative consumer brands. In doing so, he has built the Agency into a multi-faceted practitioner of synchronized, multi-channel marketing for brand leaders and challengers.
In 2008, Tom was recognized for his career achievements and inducted into the CEBA Hall of Fame. The CEBA (Creative Excellence in Business Advertising) Hall of Fame was established in 1995 to honor the brilliance of business-to-business advertising.
Tom started his career as a copywriter and serves as the Agency’s Chief Creative Officer. As such, he is closely involved with Stein Rogan’s strategic and creative product – and works with all major accounts in the areas of brand vision, brand/creative development and marketing/business results. Born toward the end of the age of “traditional” advertising and marketing, Stein Rogan under Tom’s guidance helped usher in the digital marketing age more than a decade ago, pioneering integrated offline and online techniques that only now have truly become mainstream.
In this regard, Tom has continued to add strategic, creative and tactical capabilities to the Agency, including marketing performance management systems, web 2.0/social network marketing services, automated precision marketing and lead nurturing systems and other capabilities that continue to revolutionize marketing on a global level.
In 2001, 2005, 2006, 2007 and 2008 Tom was honored as one of the ten “Who’s Who in B2B Advertising” by BtoB Magazine.
In 2005, Stein Rogan achieved one of the highest acknowledgements of excellence in B2B marketing: BtoB’s 2005 Agency of the Year designation. In 2006, Stein Rogan’s work under Tom’s leadership was selected among the top four Business-to-Business Integrated Marketing Success Stories, and Stein Rogan was again ranked among the top “Agencies of the Year” by BtoB Magazine.
How Applying Foresight to Business Decisions Can Change a Company’s Future
26 April 2010
No one can predict the future, but any organization that wants to become and remain successful must be able to understand and anticipate change.
To prepare B2B Marketers to manage long-term thinking in a world that demands delivery today, the Minnesota
chapter of the Business Marketing Association (BMA-Minnesota) will host “Reap What You New: A Futurist’s Guide to Anticipating and Leading Change” on May 18, 2010.
To prepare B2B Marketers to manage long-term thinking in a world that demands delivery today, the Minnesota
chapter of the Business Marketing Association (BMA-Minnesota) will host “Reap What You New: A Futurist’s Guide to Anticipating and Leading Change” on May 18, 2010.The session will be led by Cecily Sommers, founder and president of The Push Institute, a non-profit think tank that tracks significant global trends and their implications over the next 5-50 years. A futurist who analyzes global trends, Sommers designs and leads future-directed programs that bring the power of foresight to strategy and innovation. Companies benefiting from Sommers’ strategic foresight include American Express, Best Buy, Motorola and Target.
At the event, Sommers will show how major social, economic and environmental events of our time spring from just four constant and predictable forces. Sommers will teach organizations how to harness the power of understanding knowing how change works to predict and invent their own future.
“It’s a challenging market for any organization,” said Tim Lebens, vice president of membership for BMA-Minnesota. “Anticipating change and opportunities in the future will give company leaders insight into what moves their organization must make today to reach their long-term objectives tomorrow. Through programming and speaker such as Cecily, we are giving members access to cutting edge ideas and strategies that will enable them to keep their companies competitive today and in the future.”
Sommers’ presentation will address:
- How the brain, business and government are wired for the “Permanent Present” and resist change
- Four constant and predictable forces shaping the future
- Three dramatic disruptions on the horizon that should be part of every strategic conversation
- How to manage an innovation portfolio that plans on the far and future, while delivering on the near and now
The event will be held on Tuesday, May 18, 2010, at the Metropolitan Ballroom in Golden Valley, Minn. Registration and breakfast will begin at 7:30 a.m. followed by the program from 8 to 9 a.m. There will be a member’s only networking event will follow immediately from 9 to 9:30 a.m.
The cost of the event is $30 for BMA members and $45 for non-members. Attendees can register online at www.bmaminnesota.org through May 16, 2010. There will be a limited number of walk-up registrations also available.
About Cecily Sommers, Futurist:
Cecily Sommers is the founder and president of The Push Institute, a non-profit think tank that tracks the major forces shaping our future and their implications for business, government and non-profit sectors over the next 5-10-25-50 years. A popular speaker at conferences, business schools and retreats across the country, Sommers treats her audience to a guided tour of the future, noting key opportunities and challenges along the way. She is also regularly heard various media outlets, including Public Radio’s All Things Considered, delivering a trend report and analysis in her Future Conversations segment. Sommers is a member of the World Future Society, was named by the Business Journal as one of twenty-five Women to Watch in 2005, and selected as one of Fast Company’s 2007 Fast 50 Reader’s Favorites.
An Integrated Approach Is Key To Successful Marketing In A Down Economy
20 April 2010
BMA-Minnesota President Chris Schermer was recently interviewed for the piece which ran in the GLS Companies newsletter, Direct Connections, Volume 13, Number 1, Spring 2010. Here is the article.
By Jessica Egyhazi, Misaki Marketing Communications
Marketing directors and CMOs have faced the mantra “do more with less” for the past three years. They’ve seen their budgets slashed and been asked to seek out more cost effective marketing strategies—some businesses have even ceased marketing efforts altogether.
For consumers, the recent economic downturn means redefining purchasing choices by wants versus needs. According to University of St. Thomas Adjunct Marketing Professor Daniel Boone, consumer purchasing behavior has shifted. “People haven’t stopped buying what they need,” said Boone. “But they no longer respond to frivolous marketing messages. They want companies to speak to them as individuals in relevant terms that appeal to their needs.”
The recession provides businesses with a unique opportunity to look closer at their customers, who they are targeting, and ways to redefine their products as necessities. Marketers can deliver relevant, timely messages and develop partnerships to alleviate spending fears.
Effective marketing integrates print and social media
Social media has become the focus for many business marketers in the tough economy because of its relatively low cost and increased popularity with consumers. “Although social media is here to stay, it’s not the end all and be all of marketing,” said Kim Verros, President of the Minnesota American Marketing Association. “Marketers need to take a close look at customers and what they respond to.”
“Consumers still live in the real world,” said Boone. “Social media has deep content and interactive tools to start a dialogue, but you need offline tools to drive people online.”
A well targeted, diverse marketing plan can capitalize on accruing customer touchpoints to build relationships. “Even Google, the epitome of online success, sends out direct mail promoting its services to business prospects,” said Chris Schermer, President of the Minnesota Business Marketing Association.
Direct mail still works
Getting caught up in the social media frenzy may distract marketers from the tried-and-true facts about direct mail. “When used wisely and analyzed carefully, direct mail outperforms many tactics, particularly with prospects and certainly with many customer segments,” wrote J. Schmid & Associates President Lois Brayfield in the February 2010 issue of Multi Channel Merchant.
She points out eight specific reasons for why direct mail still works including direct mail’s ability to be attention-grabbing, tactile, targeted, varied, measurable, personalized, integrated, and effective.
Brayfield’s advice about how to integrate direct mail into the market mix reinforces what Verros, Boone and Schermer recommend. “Direct mail should not be the only piece of your contact strategy. You should build your mail plan with direct mail as a component. Several channels working together is powerful, and there are remarkable advantages.
One channel should never replace the other—all should work together to form a unified campaign,” she wrote.
Invest now; vendor partnerships can ease burden
When to invest more dollars into an integrated marketing plan can be scary but waiting too long could cost additional money over time. “More companies have been increasing their marketing budgets this year, but others are in a chicken or the egg battle over whether to invest now or to wait for a full economic recovery,” said Schermer.
According to Boone, a proponent of Malcolm Gladwell and his theory on entrepreneurs, the most successful entrepreneurs minimize risk by understanding the optimum time to invest. In marketing this means doing market research, scrutinizing customer and prospect lists, and discovering what customers need. Avoid getting mired in research; learn what’s valuable and then work within the budget available.
Vendors are often a source of creative solutions and building partnerships with them can ease the burden. According to Verros, “More than ever vendors are forming partnerships to help companies market within their budgets.”
The economy will eventually turn around. “Competition is going to increase. Companies investing now can strengthen consumer presence and get ahead,” said Schermer.
Lois Brayfield, “Eight Reasons why Direct Mail Still Works,” Multi Channel Merchant, (February 2010)
And the Crystal Ball Reveals...
20 April 2010
Recently, The Backroom Blog asked BMA-Minnesota board members two questions:
- Where do you want to be in 5 years and
- How is an organization like BMA-MN going to help you get there?
Excluding the response “retired and sitting on a Caribbean Beach,” here are some of the responses.
“I want to be working with a small team to build/launch a new business/company. The expertise of BMA-MN members will help me find the right partners to make my contributions to that team exceptionally valuable.” - Andrea (Eidsness) Johnson, Kroll
“I want to be an authority in B2B marketing, both inside my company and externally. With this goal in mind, being a member of the BMA-MN community is about 3 things: Content, Connections, and Confidence. I want leverage the Content I get from the BMA to provide direction within my organization, learn from my Connections to be a smarter marketer, and make future decisions with Confidence based on my experience as an active participant in the group.” - Nick Wassenberg, E.G. Insight, Inc.
"I\\\'d like to be running a successful marketing agency that ranks among the top 25 in this market. BMA offers a link to relevant and timely B2B knowledge, insight and perspective that gives me a leg up on my competition. Most importantly, however, BMA gives me an opportunity to build relationships that contribute to my business growth, professional and personal fulfillment." - Michelle Seifert, Propel Target Marketing
“As an individual, continuous learning is a hobby that I enjoy. As a professional, the economic resent and the evolving acceptance of digital in B2B are going to create the need to refine the role and capability of marketing in B2B. BMA is about helping me with relationships and content that enhances my personal growth and professional competency.” - John McPhee, Toro Company
“In my crystal ball, I see all aspects of B2B marketing converging to drive real customer engagement with a brand. BMA-MN is the first point of convergence where ideas are brought forth and connections are made. In five years, I want to be at the center of it all to drive the results that really matter to my clients.” – Eva Keiser, Risdall Marketing Group
“In five years, Schermer Kuehl will evolve from being a BtoB Magazine Top 100 Agency to being recognized as the top BtoB agency in the country, with our new practice area of customer experience design leading our growth. BMA will help us get there by giving us exposure to key marketing leaders and decision makers, putting us in contact with top minds in the B2B industry, and keeping us up to date on trends and topics that will shape our agency\\\'s thinking and services.” - Chris Schermer, Schermer Kuehl
“I want to be a recognized leader in public relations measurement – helping marketing communicators overcome the challenge of effectively benchmarking and measuring the success of their programs. I’d like to leverage BMA to meet marketing communicators who can help me better understand the tools they use and the strategies they deploy to show ROI. On a broader note, BMA can also help me explore emerging issues and technologies that will help me better serve clients.” – Heidi Wight, Padilla Speer Beardsley
“I would like to be a CMO in a global B2B company located here in MSP. BMA \\\'could\\\' help by getting the attention of local CEO\\\'s by showing our value to them and marketeers in general.” - Steve Bunnell, ThermoFisher Scientific
But the REAL question is “Where do you want to be in five years and how can BMA-MN help you get there?” Let us know.
Event Recap: What's New in B2B Branding
20 April 2010
On April 20th, John Stucker and Devon Thomas Treadwell
from Pollywog spoke to a crowd of more than 75 
business-to-business marketers in Minneapolis.
In case you missed it or if you’d like to add to your notes,
here are some of the highlights of their Five Converging Trends Affecting B2B Naming:
1. Beware the Seduction of Meaningless Names
The dot-com bubble brought about countless names of companies and products that were available as domain names, but didn’t have much to do with function or purpose. John and Devon stated that naming conventions without meaning to the audience (like Lenovo, Akamai, or Doostang) are no longer novel and are bound to be less effective than those that are memorable and evoke part of a product’s positioning. These types of names also require more exposure to build meaning.2. Growing Awareness that B2B = B2P
Devon and John made the point that people have only one brain – they don’t switch when they get to the office. Keep this in mind through the naming process; no matter how complex, technical, or dry a product might seem, don’t miss the opportunity to connect on a human level.
3. The Rise of Social Networking
The speakers shared a compelling bit of research: “B2B decision-makers spend 1% of the time buying. They spend the other 99% researching and talking to each other.” (Source: http://bit.ly/9CMR9Q) Social media has facilitated new ways for B2B buyers and influencers to interact and has made word-of-mouth more important than ever. Take advantage of this by making brand names easy to share and spread.
4. The Branding Glut
This trend is centered on the idea that most of the obvious names for brands in most categories are likely to be taken. With so many domain names already taken (117 million in April 2010 according to Domain Tools) and trademarks already filed (2 million in the US, 14 million more worldwide according to the USPTO), the key is to make unexpected connections and allusions to your brand’s promise. This is where Pollywog expertise comes in handy!
5. The Era of “Findability”
More key research: “Yahoo” was the #1 search term on Google for the year 2006, and “Facebook” and “Twitter” were in the fop four search terms on Google for 2009. (Source: Google Trends) As web users – including B2B prospects – continue to use search engines for this type of navigation, there are significant implications for naming. Devon and John stressed that your brand name needs to be memorable so customers can find you, and unique enough so you don’t get lost in the static of similarly named competitors. Google “American Fence” and you’ll find an example of a brand name with some cloudy search results.
These five trends will shape the way B2B customers find and buy products and services in the future. How are you going to leverage these trends when it comes time to name your next new offering?
Please share your thoughts and reactions in the comments section. Thanks!
Unconventional Internship - Apply Here
13 April 2010
The Minnesota chapter of Business Marketing Association (BMA-MN) is looking for college juniors and seniors as well as recent college grads with a passion for networking and a flair for communication for an unconventional internship.
More than building an impressive portfolio, BMA-MN marketing interns will connect with and learn from the marketing minds in business-to-business. In exchange for assistance developing Web site, blog and newsletter content for the organization, the BMA-MN marketing intern will have the opportunity to connect with, chief marketing officers, vice presidents, directors and managers of Minnesota’s leading B2B companies including 3M and Toro.
Structured similarly to a freelancer position, the marketing intern will be assigned projects as well as identify and pitch story ideas to the committee chair. The ideal candidate will have strong writing skills and be a self-starter who is able to complete tasks with limited oversight. Interns will be expected to develop a minimum of two pieces per month to sustain the internship.
BMA-MN will be engaging four volunteer marketing interns to fill these positions. To apply send a resume, cover letter and at least one writing sample (school work accepted) to Eva Keiser at eva@risdall.com. The application deadline is April 30, 2010.
Dedicated exclusively to helping Minnesota business-to-business executives, marketers and communicators keep on top of the latest trends, products and strategies, BMA-MN’s programming and events that help its members achieve a competitive advantage.
Crystal Ball Question
1 April 2010
Before the start of the February BMA-Minnesota meeting, attendees participated in a speed networking exercise. We'd like to hear your answer to the question:
“Where do you want to be in 5 years and how is an organization like BMA-MN going to help you get there?”
