In today's dynamic economic climate, pools are frequently viewed as a price-based commodity making brand loyalty an often-elusive goal. However, brand loyalty is of paramount importance in our customer/member-driven economy. This day and a half workshop will offer many tools you can use to rediscover your competitive advantage, reevaluate your marketing strategy execution and effectiveness, and reengage your current and prospective members in innovative ways. Join us for this marketing-centric workshop and learn how to:
- Build Brand Loyalty in an Ever-Changing Market,
- Effectively Use Qualitative Research to Supplement Your Quantitative Data,
- Develop Integrated Messaging Campaigns,
- Use Mobile Marketing and Social Media to Engage Your Membership Effectively,
- Go Beyond Customer Service and Discover How Do You Sell Your Product Successfully,
- and Shape the Long-Term Execution of Developed Marketing & Brand Strategies
Session details can be found under the Schedule to the left. View the great speaker line up here. Deadline to register is April 15, 2013.
Keynote: Building Brand Loyalty in an Ever-Changing Market (Show details)
Sandra Zoratti - Global Marketing, Ricoh
In today's dynamic economic climate, pools are frequently viewed as a price-based commodity making brand loyalty an often-elusive goal. Paradoxically, brand loyalty is of paramount importance in our customer/member-driven economy. This session will look at how data-driven approaches can drive better member and prospect engagement and improve brand loyalty through relevant, value-added content and stand-out relationship marketing. Real-world examples with real-world results will be used to illustrate the power of leveraging data to understand and build your membership loyalty and speak more directly to your members and their needs. Topics include how to use data to:
- select the right "targets" for recruitment, retention or reactivation
- create relevant, engaging, compelling content to those targets
- measure the effectiveness of your marketing
Business case studies will be shared to show the proven power of a prescriptive approach to building brand loyalty.
Concepting and Ideation for New Service Success: Effective Use of Qualitative Research to Supplement Your Quantitative Data from Member Satisfaction Surveys (Show details)
Maura Fallon Schmitz - KeyStat Marketing, Inc.
Many pools have done and continue to conduct member satisfaction surveys: now what? This session will discuss next generation market research which can guide future strategy regarding new coverage and service implementation. Topics include: using qualitative research techniques to build upon your quantitative insights; exploring the latest methodologies available today (e.g. online focus groups, bulletin boards and panels); and tapping your membership to develop and test coverage and service concepts before you launch.
Ken Giffin - GutCheck
Communication preferences among our membership are many, which creates the need for effective integrated messaging platforms. This session will discuss the principles of integrated messaging campaigns and the critical pieces needed for their success, including:
- Creating effective content
- Speaking with one voice
- Determining the best communication vehicles that match audience needs
- Maintaining graphic standards to strengthen your brand
- Evaluating the need for social media
We will also discuss what can be done creatively within budget; maximizing your Marketing/Communications dollar.
Long-Term Execution of Developed Marketing & Brand Strategies (Show details)
Many still view marketing & branding as a one-time project. This session will discuss the importance of yearly planning and effective execution to see results. Topics include developing a comprehensive marketing strategy, annual project management, and how to select useful metrics to measure success.Many still view marketing & branding as a one-time project. This session will discuss the importance of yearly planning and effective execution to see results. Topics include developing a comprehensive marketing strategy, annual project management, and how to select useful metrics to measure success.
Marketing Workshop attendees are invited to join us for a cocktail reception at Bistro Vendome (less than a mile walk from the Sheraton).
Mobile Marketing and Social Media as Components of an integrated Marketing Strategy (Show details)
Greg Olson - GROWL Agency & Digital Strategist at Condit.com
This session will discuss current conventions in mobile marketing and social media and their appropriate applications for pooling. Topics include: how to capitalize on the intersection of local (web), mobile and social tools; what customers really want when they engage on the small screen; how companies are leveraging mobile marketing to bridge the gap between digital and traditional advertising; and an in-depth discussion on developing digital marketing tools.
You Are Great at Customer Service But How Do You Sell Your Product (Show details)
Michael Kilfoyle - The Kilfoyle Group, LLC
Many pools use agents/brokers to market membership but there are several that do not. This session empowers internal staff with current sales techniques used in B2B marketing and insurance. Topics include: retention marketing techniques, using thought leadership as a meaningful selling tool, and ways in which to create effective brand ambassadors internally, as well as externally, if agents/brokers are used. Also discussed will be effective sales techniques to use when competing with commercial carriers.
Sheraton Denver Downtown
The Sheraton Denver Downtown Hotel is centrally located in Denver's financial and business districts. Our dynamic 1,231-room and 82-suite hotel offers conference attendees and city visitors exceptional convenience and comfort. Situated along a mile-long tree-lined promenade featuring outdoor bistros, microbreweries, shopping, and entertainment our property puts you in the center of fantastic shopping and other activities.
The NLC-RISC group rate starts at $149 per night for single or double occupancy plus applicable fees and taxes. The group rate will be available until April 14, 2013. Reservations made after this deadline are based on availability.
Check-in is 3:00 pm and check-out is 12:00 pm. You may cancel up to 48 hours prior to your scheduled arrival without penalty. There is also an early departure fee of $50.00 if a guest checks out priort to the confirmed checkout date.
The Sheraton is sold out for Saturday night, May 18th. We are looking into overflow options for that evening, or you may want to check out Visit Denver's Come Early Stay Late
program offering deals on mountain resort destinations for an extended stay after the conference.
Book your room
Session: Developing Integrated Messaging Campaigns.
Ken Giffin brings 20 years of marketing experience in the B2C, B2B and technology sectors to his role as Vice President of Marketing for GutCheck. He is responsible for all facets of marketing for the company including strategy, communications, online and demand generation. Prior to joining GutCheck, Ken held marketing leadership positions at Verio, Quark and GE, and has helped companies including 3Com, American Express and Sun Microsystems navigate marketing change at both a product and corporate level. Ken holds an undergraduate degree in Journalism/Business from Indiana University and a master’s degree in Integrated Marketing from the University of Colorado. He has also served as an adjunct professor at the University of Colorado, Boulder and at Denver University’s Daniels College of Business.
Session: You're Great at Customer Service But How Do You Sell Your Product.
Michael Kilfoyle is an idea guide with a passion for making organizations better. As a good liberal arts major will do, Michael learned and experienced most of what the working world has to offer. He has worked in finance, technology, sales, marketing and operations and counted both for-profit and non-profit organizations among his employers. In the symphony that is an organization, Michael has played just about every instrument and ultimately became the conductor.
As the principal of the Kilfoyle Group LLC, Michael now uses this wealth of experience to help businesses realize their vision. He also teaches some of what he learned at his alma mater, Plymouth (NH) State University, where he earned a B.A. in History and an MBA with a concentration in Organizational Development.
Michael has been recognized as a national sales leader, speaks regularly on organizational improvement topics, and helped lead his organization to be recognized as one of the best places to work in Vermont.
GROWL Agency & Digital Strategist at Condit.com
Session: Mobile Marketing & Social Media as Components of an Integrated Marketing Strategy.
Greg Olson is the founder of Growl - a mobile and social marketing company that works with a wide range of companies. He has worked in the marketing field for the past 20 years in various industries from industrial to healthcare to technology. He currently serves on the Business Marketing Association National Board of Directors. In addition, he works with Condit.com, an event and exhibit production company, helping their clients integrate digital marketing solutions into their trade show marketing plan.
Session: Concepting and Ideation for New Service Success ~ Effective Use of Qualitative Research to Supplement Your Quantitative Data from Member Satisfaction Surveys.
Maura Fallon Schmitz has been working in the field of market research and data analysis for 20 years. She founded KeyStat Marketing, a Denver-based market research firm, in 1998. She has extensive expertise in both quantitative and qualitative methodologies, particularly online technologies. Her international experience runs the gamut from concept tests to multi-country tracking studies. Maura has provided market research in the public entity insurance sector since 2000. Identifying opportunities and understanding trends is what drives her in her quest to help companies grow their business. Maura is a Past President of the Colorado Chapter of the American Marketing Association and currently chairs the Past Presidents Advisory Council. She earned a BA from Kent State University and an MBA from the University of Colorado at Boulder.
Keynote: Building Brand Loyalty in an Ever-Changing Market.
Sandra is a Published Author, Speaker and Marketer. She is the Vice President of Global Marketing for a business created from former IBM and Ricoh companies. Sandra built and launched the data-driven marketing practice called "Precision Marketing" from the ground up and has numerous proof points of its' success around the world using insight-driven targeting, content and metrics. Sandra is recognized as a thought leader in the area of Precision Marketing and published her book on the topic in June 2012. Currently, Sandra is driving initiatives with the Chief Marketing Officer Council, Business Marketing Association, Content Marketing Institute and others to help senior marketers around the world optimize customer engagement through the adoption of precision marketing practices.
Sandra spent 15 years creating and executing marketing and business development initiatives worldwide for blue chip corporations including IBM, Avery Dennison and Westinghouse. Sandra serves on several national and international boards. She was also honored with Colorado's Business Marketer of the Year in 2012. You can find Sandra on LinkedIn, Twitter @sandraz and on her website sandrazoratti.com.