Business Marketing Association Minnesota Chapter

 If you market to small businesses, you already know that you can’t treat this target audience like a big business. More than a simple tweak to key messages is necessary.

• Amy Nyquist, Director of Marketing & Business Development, Best Buy For Business
• Daniel Boone, Executive Director, Integrated Programs, Deluxe Corporation
• Jason Elles, Global Brand Manager, Imation

Moderated by Chris Schermer, president of SCHERMER, the panel session will address marketing best practices used at Best Buy, Deluxe, Imation and a variety of other organizations.

Daniel Boone is Executive Director, Integrated Programs at Deluxe Corporation, responsible for marketing programs across all the company’s channels and segments. Daniel has leveraged his DM/CRM database marketing expertise and strategic planning responsibilities to successfully expand the SMB segment at Deluxe. Prior to his role at Deluxe, Daniel worked at several agencies and companies, including CPP North America, LLC, Colle+McVoy, Penn Garritano Direct Response Marketing, Saatchi & Saatchi, Miller Meester Advertising and Layton Marketing Group. Daniel teaches database marketing at the University of St. Thomas. 

Jason Elles is the Global Brand Manager for the Imation brand where he leads the development and implementation of marketing strategies and plans. Imation is a global technology company dedicated to helping people and organizations store, protect and connect their digital world. Jason is currently leading an expansion of the Imation brand presence into the SMB segment. Jason’s previous work at Imation includes B2B marketing leadership and business development management roles.  Jason also participates in The BrandLab whose mission is to create opportunity in the marketing industry for students from diverse cultural and socioeconomic backgrounds. 

Amy Nyquist is Director of Marketing and Strategic Direction for Best Buy for Business, where she is responsible for leading and developing marketing strategy and plans for Best Buy’s B2B customers. Amy provides strategic direction around driving awareness, customer acquisition, retention, and building brand loyalty and long-term relationships with business customers. Before Best Buy, Amy was marketing manager at General Mills, managing advertising, marketing and planning operations for brands including $300 Million flagship brand Hamburger Helper, Suddenly Salad, Bacos, BettyCrocker.com and Pillsbury.com.  

Chris Schermer is president and founder of SCHERMER, a Minneapolis-based branding and marcom agency. Recognized as a Top Small Agency and Top Interactive Agency, SCHERMER builds brands and drives demand for global B2B companies including Best Buy For Business, Datacard Group, Datalink, GN Resound, Ideas / a SAS company and Teradata. Chris is a leader in the local B2B community, serving a third term as President of the Business Marketing Association in Minnesota, as well as a Director on the 2010-11 National BMA Board. Also in 2010, Chris was named one of 50 people in BtoB Magazine's Who's Who in BtoB.   

harvA Harvey Andruss 

#bmamn relevant, timely RT @GuyKawasaki: New study shows small businesses benefit most from social media http://is.gd/q8P6yv

BMAMinnesota BMAMinnesota 

Social media + smb strategy is proactively managing reputation the best that you can. #bmamn

harvA Harvey Andruss 

Interesting, large companies #imn #bby #dlx speak on being brand-relevant for small biz <500 empl. #bmamn

KJalivay Kathy Jalivay 

#bmamn market to the person as a whole person not just a consumer.

BMAMinnesota BMAMinnesota 

Small biz has two wallets but one mind @Chris_Schermer #bmamn

BMAMinnesota BMAMinnesota 

#bmamn psychographics of small biz under 5 employees is the same as a consumer.

BMAMinnesota BMAMinnesota 

In smb purchase process has been condensed to 7 days. Wow! Importance of having info where ur clients can get it quickly.#bmamn

BMAMinnesota BMAMinnesota 

Social media viewed as populist forum; skeptical of when big biz uses it but effective for smb #bmamn

helmin7 Lisa Helminiak 

#Deluxe- Daniel Boone talking about how important service is for small business when considering a product. #bmamn

BMAMinnesota BMAMinnesota 

@Deluxe brand is in transformation just like many small businesses. #bmamn

BMAMinnesota BMAMinnesota 

@bby ad campaign focuses on three levels: national ads, social and local word of mouth - all integrated #bmamn

KJalivay Kathy Jalivay 

#bmamn internal marketing is just as important as external marketing via Amy nyquist @bestbuy

BMAMinnesota BMAMinnesota 

@bby dedicated resources to support customer; pursue their stories for marketing campaign. #bmamn

BMAMinnesota BMAMinnesota 

@bby Every small biz truly believes that their biz is unique. And want to be treated that way #bmamn

KJalivay Kathy Jalivay 

#bmamn understand the unique nature of your small business client

BMAMinnesota BMAMinnesota 

@Bby - found 1 in 6 current shoppers also make purchase decisions for small biz #bmamn

BMAMinnesota BMAMinnesota 

Dive into client segmentation, understand your voc and always make sure what you do is in line with biz goals. #bmamn

KJalivay Kathy Jalivay 

#bmamn start with business brand and product strategy @imation

TiaWilkins AITTIA 

50% of US employees work at an SMB #bmamn

KJalivay Kathy Jalivay 

Jason from Imation global brand mgr at #bmamn says 99.7% of the worlds businesses are Smb's

BMAMinnesota BMAMinnesota 

@Chris_Schermer sharing scope of small business marketplace. Growing scope and impact #bmamn

KareemSmith Kareem Smith 

Excited for #bmamn mktg to small business! (@ Metropolitan Ballroom) http://4sq.com/e8PcE4

BMAMinnesota BMAMinnesota 

#bmamn Marketing to Small Business about to begin. Panelists rep. Imation, Deluxe and Best Buy

BMAMinnesota BMAMinnesota 

#bmamn Marketing to Small Business about to begin.

KJalivay Kathy Jalivay 

At #bmamn gearing up to hear from @bestbuy about marketing to small business