Sales Management Conference & Expo — Marketing Tools Track
Marketing Tools & Solutions
- Loyalty as a Competitive Advantage
- Dennis McCarthy, President, Paradigm Group
- Data Mining and Your Sales Force
- Lane Nelson, Retail Solutions Manager, Pilot Software
- Maximizing the Relationship Between Inside and Outside Sales
- Andrew Wetzler, President, Andrew Wetzler & Associates
- Using On-Line Services to Facilitate Global Sales
- Moira Shanahan, President, Newsletters Plus
Peter Buckingham, Vice-President, Multinational Business Development,
American Express Corporate Services
- "Psychographics" Lifestyle Marketing: New Buying Patterns
- Keith Powell, President, Powell and Associates
- Streamlining Business to Business Marketing with New Media
- Peter Karoczkai, Managing Director, NYNEX Corporation
Stuart Park, President, 13 Information & Imagination Inc.
- Why Doesn't My Marketing Communications Program Work?
- Curt Hitchcock, Vice President, Business Development, Godfrey Advertising
- Crafting Database-Enabled Customer Service Strategies
- Mary Committe, President, Marketing Mastery
Tuesday, 11:00 a.m. - 12:00 p.m.
Dennis McCarthy, President
Paradigm Group
The critically acclaimed book, Creating the Loyalty-Driven Organization written by Mr. McCarthy, states that the key to success in the 90's and beyond is to create loyalty-driven organizations — enterprises which encourage and engender loyalty, not only from employees but from customers.
- Clarify Customers' Hidden Expectations and How They Affect Your Success
- Communicate the Unique Service Value You and Your Company Provide in Tangible, Measurable Ways
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Tuesday, 1:30-2:30 p.m.
Lane Nelson, Retail Solutions Manager
Pilot Software
This session addresses two critical success factors in using data mining applications: creation of a large, well-integrated data warehouse; and a well-defined understanding on the part of managers and users of the business process within which data mining is to be applied.
- How to Leverage Customer Knowledge to Reduce Costs and Improve Value
- Designing Targeted Marketing Strategies
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Tuesday, 2:40-3:50 p.m.
Andrew Wetzler, President
Andrew Wetzler & Associates
Sponsored by American Management Association
The role of management is crucial to the success of uniting inside and outside sales towards greater profitability. Learn how to increase results through effective training, benchmarking and generating buy-in from all participants.
- How Does Sales Automation Software Fit into the Equation?
- Small Accounts and Geographically Inconvenient Accounts Can Be Profitable
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Tuesday, 4:00-5:00 p.m.
Moira Shanahan, President, Newsletters Plus
Peter Buckingham, Vice-President, Multinational Business Development,
American Express Corporate Services
In a fast-paced global environment, you must supply your sales staff with vast amounts of information. For American Express, the answer is an on-line library — a high-tech tool that helps to sell a variety of products across division lines while providing sales people with case studies, statistics and other relevant information to pre-qualify sales and meet global demands.
- How Companies within any Industry Can Develop an On-Line Library
- How this Computerized Sales Tool Can Enhance the Bottom Line
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Wednesday, 8:30-9:30 p.m.
Keith Powell, President
Powell and Associates
Psychographics is life-style marketing — beyond demographics, how many per household, etc. Psychographics marketing targets customer groups by their lifestyle and their wants vs. their needs.
- "Romance" Your Customers and Build Lasting Customer Relationships
- Sell the Results of Benefits
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Wednesday, 3:40-4:50 p.m.
Peter Karoczkai, Managing Director, NYNEX Corporation
Stuart Park, President, 13 Information & Imagination Inc.
The Internet and New Media offer innovative ways to communicate and conduct business more efficiently. In the telecommunications industry, NYNEX has set the pace with tools that make it easier to do business with customers and business partners. This presentation highlights more effective ways to transact business while cutting costs.
- Getting Real-Time Information to Market in a Timely and Consistent Format
- Demonstrating a Commitment to an Unprecedented Level of Customer Service
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Thursday, 8:30-9:20 a.m.
Curt Hitchcock, Vice President, Business Development
Godfrey Advertising
Learn the power of deriving and matching the right communications message with the appropriate audience using the most effective communication media. If you don't believe you're getting a good return on your marketing communications investment, explore the framework for developing a successful integrated marketing program.
- Receive a Workbook You Can Use to Develop Your Own Integrated Marketing Communications Program
- How to Deductively Derive Your Company's Positioning
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Thursday, 2:00-2:50 p.m.
Mary Committe, President
Marketing Mastery
Data warehousing technologies and increased market awareness are converging to provide highly competitive tools for customer asset management via database marketing. Database marketing is reinventing itself as a vital tactic for capturing and retaining target customers.
- Leveraging Today's Technologies to Reduce Customer Defections and Drive Down Sales Cost
- Practical Applications for Data Warehousing
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