Workshop Full. To add your name to the wait list click here.
Successful marketing is based on discipline, grasp of communications and messaging techniques, keen understanding of what resonates with customers and accountability for results. Statements like "Nobody knows who we are or what we do" or "Our audience just doesn't grasp how good we are” indicate you probably have some problems in effective marketing.
Marketing can be reduced to eight key "basics.” If there is a problem, it usually means one or more of the eight basics are weak or missing. You can't ever go wrong obsessing on these instead of riding the wave of the latest fad. Participants in this session will leave with a firm grasp of "marketing basics,” which will include:
- What is marketing and what role does it play with other disciplines
- How to know and understand your customer or target audience
- Reaching your target through lists, databases, publications and online
- Developing a marketing proposition with unique differentiators
- Message clarification and control–why it is best to organize your messages in a hierarchy
- The importance of a unified brand—how it amplifies your messages
- Establishing personal relationships and making your organization "feel” personal
- Techniques for communicating with emphasis on online presence and social media
Tuition: $60 members $110 nonmembers
Instructor: Paul D. Queen, Director of Corporate Marketing, Sentry Management, Inc.
Paul D. Queen currently heads marketing for Sentry Management, a nine-state community association management company headquartered in Longwood. In the last two years he has re-branded the company, created a suite of sales tools and established a competitive online presence through social media and SEO.
Previously, Paul served as the Director of Convention Marketing at Visit Orlando. In that role he managed direct mail, advertising, selling materials, social media and online outreach to meeting planners. As former head of the Strategic Alliance and Partnership Marketing agency at Carlson Marketing Group, created loyalty and membership programs for Visa, Merrill Lynch, Northwest Airlines, British Airways, Amtrak, Citrix, Oracle and Amazon.com.
Paul has also held responsible marketing, product development and public affairs positions at Jostens, Maritz, Monsanto and Ashland Inc. Additional information at http://www.orlandomarketer.com/.
Queen has two advanced degrees including a MS from the University of Louisville and an MBA from St. Louis University. He has taught graduate-level courses on marketing and his thesis on Corporate Social Responsibility has been used as a business school teaching text. He served two years as the Central Florida Chapter of the American Marketing Association's VP of Programmin