Becoming a More Effective Marketer ASME Leadership Training Conference New Orleans, LA March 2012

Mike 2

Session Objectives Gain an understanding of marketing from a theoretical and practical viewpoint Get prepared to lead your units in planning, creating and implementing marketing activities Share your own “pain points” and marketing challenges 3

What is Marketing? “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering & exchanging offerings that have value for customers, clients, partners, and society at large.” American Marketing Association 4

What is Marketing? Successful marketers… 1.Create Value 2.Communicate Value 3.Deliver / Exchange Value 5

What is Value? 6

Great Marketers! 7

Quality Products Points of Differentiation Effective Messaging Deliver on the Value 8

What is Marketed? Goods Services Events Experiences Persons Places Properties Organizations Information Ideas 9

Marketing Mix ProductPrice PromotionPlace Target 10

Governments ASME Members Industry Technical professionals Engineers Universities Students 11

Variety Quality Design Features Brand name Packaging Sizes Services 12

List price Discounts Allowances Payment period Credit terms 13

Delivery Channels Locations 14

promotion advertising brochures billboards press release direct mail sales newsletters flyers website telemarketing social media word of mouth guerilla seo podcasts display publicity message 15

ASME 16

Some thoughts to consider about ASME We market revenue generating products AND mission-related programs Most of our products are marketed under the ASME brand name ASME products are offered in public locations, through distributors, over the web, direct from us, etc We have multiple target audiences – End users, distributors, influencers, sponsors / advertisers and more 17

ASME Engineering for Change (E4C) K-12 STEM Programs Federal Fellows Program Student Competitions Codes and Standards Certification Technical Journals Books and Publications Technical Conferences Continuing Education Section Meetings and Events Membership Mission ProductsRevenue Products 18

The Marketing Checklist 9 Things you need to think about when marketing your program 1.Objective 2.Success measures 3.Product Description 4.Target audience 5.Delivery Method 6.Pricing 7.Messaging & Promotion 8.Budget 9.Timing 19

The Marketing Checklist Let’s work through an example… Hypothetical Plant Tour, Reception and Presentation 20

The Marketing Checklist Local Section Plant Tour & Reception Event #1 - Objective Successfully promote and conduct a local section plant tour, including a cocktail / networking reception with a guest speaker. 21

The Marketing Checklist Local Section Plant Tour & Reception Event #2 - Success Measure(s) Realize a 20% profit margin Attract 100 paid attendees Sell 3 sponsorships Recruit 2 new section volunteers 22

The Marketing Checklist Local Section Plant Tour & Reception Event #3 - Product Description Tour of the Acme Widget Manufacturing Facility in Des Moines, Iowa Cocktail Reception with light snacks Presentation on widget innovation by Company President August 15, pm Plant tour 5:30pm Cocktail / Networking Reception 6:30pm Presentation 23

The Marketing Checklist Local Section Plant Tour & Reception Event #4 - Target Audiences Attendees Primary targets: All ASME widget division members located in the Midwestern US, ASME Professional Members residing within 90 miles of Des Moines, and students at universities within 40 miles of Des Moines Secondary target: non-member widget engineers residing within 60 miles of Des Moines Sponsors – Affiliated suppliers, publishers, local businesses 24

The Marketing Checklist Local Section Plant Tour & Reception Event #5 - Place / Delivery In-person event Plant tour led by VP Operations Cocktail Reception held in Acme’s Executive Dining Room Presentation given by company President Acme Widget Manufacturing, Des Moines Facility Taped Presentation 25

The Marketing Checklist Local Section Plant Tour & Reception Event #6 - Pricing Advance purchase discount Full price at door ASME Member discount Student price Taped presentation price Sponsorship Package 26

The Marketing Checklist Local Section Plant Tour & Reception Event #7 - Promotion Creative Development Messaging for each target audience Channels of communication Frequency Timing / Schedule Non-event promotion – taped presentation 27

The Marketing Checklist Local Section Plant Tour & Reception Event #8 - Budget Expected REVENUE Ticket Sales Sponsorships Other sales (taped presentation?) Anticipated COSTS Research Food & Beverage A/V Equipment Creative Development Materials List Rental Advertising & Promotion Gross PROFIT = Revenue - Costs 28

The Marketing Checklist Local Section Plant Tour & Reception Event #9 - Schedule Planning Execution Follow-up 29

ASME’s Available Resources The “Volunteer Resources” page on ASME.org: Best Practices (note that there is a section on Marketing and Promotion) Program ideas to draw member participation, under “Unit Manuals, Guides, Handbooks & Policies,” Leaders can find their unit's member contact information, code officers, send to the unit and download membership rosters. “Section Program Handbook” (ASME publication ML-15) that provides some guidelines on how to plan section programs and activities. 30

Discussion of Marketing Challenges / Pain Points Using this example, or an example from your own ASME activities, please share some of the marketing challenges (or pain points) you have faced… 31

Share Your Marketing Success Stories Please share some marketing success stories that you have experienced with your own unit’s activities… 32

Conclusion / Summary Effective marketers create value, communicate value and deliver value Marketing includes the 4 “P’s” plus knowing your target market  You can’t just concentrate on 1 or 2 of the “P’s” At ASME, we market both “mission related products” and “revenue producing products” Keep the 9-point Marketing Checklist in mind to ensure a successful program Use the volunteer resources available on asme.org and the best practices you heard about today Have fun! Marketing is not as hard as engineering! 33

Becoming a More Effective Marketer 34 For questions or comments Michael Kreisberg Presentation available at events.asme.org/ltc12 /presentations.cfm

Questions? 35