Keynote: America’s Economic Future: The Six Unstoppable Trends
Named by USA Today as one of the five most requested speakers in America, Barry Asmus, Ph.D., identifies the "Six Unstoppable Trends" that are impacting America’s business and its economy. The current recession will temporarily slow these trends but not stop them. The Latin word for credit is credere which means "to believe." The deleveraging and economic contraction begun in 2008 could last until 2010. But note this: we have had 13 economic recessions in the last 80 years followed by 13 expansions. Currently, 75 million Baby Boomers are in the high investment and most productive stages of their lives. Confidence will be restored. The end of prosperity? Or, the best yet to come? Dr. Asmus' presents his "Six Unstoppable Trends" and asks you to decide. This is a must-see presentation for any industrymarketing executive.
Keynote presenter: Barry Asmus, Ph.D, Senior Economist for the prestigious National Center for Policy Analysis
Executive Panel Discussion: “Understanding the Minds of Our Business Leaders”
Sustained top-line growth while fighting recession woes. Customer loyalty and retention. Maintaining operations excellence, along with speed, flexibility, and adaptability to change. These are just a few concerns on the minds of top executives in today transportation and logistics companies. Smart marketers need to do everything they can to get in the minds of their top executives. During this provocative panel discussion, business leaders with leading transportation firms will shed light on critical issues they’re facing. The discussion will then lead into how marketing and communication should play a critical role in shaping those issues and supporting overall business strategy.
Panelists include: Mike Gardner, Chief Development Officer, Exel; Jim Craig, Senior Vice President of Sales & Marketing, NYK Logistics; Thella Bowens, President and CEO, San Diego County Regional Airport Authority; and Kathryn McDermott, Deputy Executive Director of Business Development, Port Authority of L.A.
Marketing Panel Discussion: “Becoming Streetwise To Understand Customer Needs”
If you could increase your sales by 50% without increasing your marketing budget, would you be interested? If your answer is yes, then think of all the customers you had but who are now inactive. Then consider your current accounts that you have not realized their full business potential. Companies often make the costly mistake of servicing a customer once, and then assuming "they'll stay" without maintaining and growing that relationship. During this conversation with top marketing executives, you’ll learn:
The importance of staying in touch with your customers and anticipating their needs – before they even know what they are!
How to implement innovative ways that will enable you to stay in touch with customer needs and ways that will allow you to proactively anticipate them.
How to avoid creating situations that force customers to leave, including pricing issues, unresolved complaints, alternatives provided by competitors, and a feeling you didn’t care. .
Panelists include Debra Phillips, Managing Director-Communications, FedEx Freight; Jim Butts, Executive Vice President, C.H. Robinson Worldwide; and Norm Ellis, VP of Transportation & Logistics Sales & Services, Qualcomm.
“Creating A Productive Selling Zone”
Sales and marketing organizations are only productive when there's a convergence of effort and positive results. Real productivity in a sales process is recognizable and measurable because productive processes have specific characteristics, such as customer focus, standardized processes to consistently engage decision-makers, the ability to outsmart the competition, and the skill to sell products at full market value. When such characteristics are integrated throughout a sales organization, a level of performance is achieved that is called the “Productive Selling Zone®” where effort and positive results converge at every step in the sales process. During this session, you will learn how to leverage the necessary skills that are critical to entering and thriving in the Productive Selling Zone®.
"The Marketing Imperative: Nurturing Leads for Maximum Sales Success"
In today's hyper-competitive business environment and tough economic times, maximizing sales leads is Job #1 for marketers. The role of the marketer has to evolve from "lead generator" to that of "lead developer." According to Marketing Sherpa, 70 percent of leads are long-term in nature which means that the most important part of a marketer's job actually begins AFTER the leads are generated. In this practical session you will learn how to utilize lead scoring, routing and nurturing techniques to maximize the ROI of your lead generation programs and enable Sales to close more deals. The lead management theories and best practices will be brought to life with example case studies from transportation industry companies.
Presenter: Loren McDonald, Vice President of Industry Relations, Silverpop
"Creative Instigation – An Inspiring Dose of Brainzooming"
Creative Instigators do more than simply suggest or encourage creativity. Being a creative instigator means cultivating your own creativity, serving as an energy source to trigger it in others, and making sure all of your creative efforts support your team accomplishing its goals. Fan your creative sparks withMike Brown in this fun, highly interactive Creative Instigation event as he shares tools and techniques to help you:
Awaken and strengthen your creative talents and those of your team
Incorporate Brainzooming to foster creativity in diverse aspects of your life
More effectively battle internal and external forces that stifle creativity and accomplishment
Presenter: Mike Brown, Vice President of Market Strategy, YRCWorldwide.
“Green Best Practices for Collateral Development and Direct Marketing”
Greenmarketing is becoming a requirement beyond the basics of corporate responsibility. But how can youmake sure you’re doing everything you can as you execute your marketing tactics? This session will provide you with tips on how to design flat and dimensional pieces that result in the least amount of waste and postage. In addition, this dialogue will focus on the various alternatives in producing marketing collateral, and will take into account important factors, such as soy based inks and recycled paper. In addition, you will learn about critical upfront and net cost differentials.
Presenter: Lisa Kennedy-Hurd, Strategic Account Penetration & Business Development, WorkflowOne.
“Search Engine Marketing – What You Need to Know About Marketing Your Business on the New Web”
Search Engines have changed the way we conduct business. Whatever happens, whenever it happens, it shows up in the search engine trends. Today, Search Engines are seen as the number one resource where people go to seek out information on products and services. The old strategy of pushing information to consumers has been replaced by the goal of pulling consumers to your content on the web through queries based on specific keywords and phrases related to the product.
In this track, you will discover the importance of developing keyword strategies and some tools that can help you begin to think in terms of how people are searching for your products and services. We'll cover what you should be considering when designing your company's website so that it will be positioned to draw in traffic from the engines and convert that traffic into opportunities. Learn how PPC campaigns can help you see an immediate increase in traffic to your site. You'll learn the difference between on-site and off-site organic optimization techniques and how it can effect your rankings. We'll discuss techniques like behavioral targeting and re-targeting, and maximizing your ability to drive lead generation by delivering the most relevant messages to the right consumers, at the right times. We'll also discuss what marketers should consider as they approach the decision to keep Search Marketing in house or outsource it to a firm.
Presenter: Nate Riggs, President, Social Business Strategies LLC.
"Measuring Up: A Guide To Success with Customer Satisfaction"
This session is for marketing executives concerned about customer satisfaction and customer loyalty. Whether your organization is already engaged in a customer satisfaction measurement program, or contemplating the start of one, this session will provide you with a real-life case study and valuable insights on the following:
Discover the importance of measurement, what you should measure, how and when to measure
Identify what to do with the results and learn what outcomes to expect
Find out how to determine what customers want and how you can really get connected to them.
Determine a path to the golden thread that will bind your customers to your organization so tightly that they will never want to leave you!
Presenters: Hernan Vera, Group Director, Sales & Marketing, Global Supply Chain Solutions, Ryder System Inc.; and Anne Miner, founder and President of The Dunvegan Group Ltd., and author of a best-selling book, "Measuring Up!"
“Growing Great Strategic Relationships”
In dynamic situations, it's vital to be able to develop and sustain strategic relationships with multiple audiences - customers, suppliers, employees, and other parties critical to performance. The common element among all these relationships is being smart and flexible about those you choose to cultivate. This entertaining and interactive session will highlight key partnership lessons including:
Criteria to select the best strategic partners
The shared wins approach to align partnerships
Planning approaches to build sustainable successes
Presenter:
Mike Brown, Vice President of Market Strategy, YRC Worldwide.
“A Seat at the Table – Collaborative Business Development Strategies for Professional Marketers”
Corporations purchase products and services for one reason: to obtain a future return on capital. As a result, significant gains inmarket share, sales revenue, and profit are best realized when marketing professionals are able to extend their product/service offerings into economic/financial impact for the prospect. Marketing success can no longer be measured by simplistic, traditional market metrics. Marketing success has clearly become a function of how effectively marketing professionals are able to communicate the mutual profit equation for all parties involved in the business transaction – the client, channel partners, and the marketing organization. This invaluable session will allow participants to gain:
A Critical Inflection Point inMarketing’s Evolution
Start Doing Things Differently, or Start Looking for a New Career Path
Clothing Yourself in Customer Advocacy and Profitable Growth
Extending Your Product/Service Offerings into Economic/Financial Impact
Marketing’s Alternatives for Collaboratively Engaging with Prospects and Clients
Early Arriver’s Reception (Saturday, May 30)
Come and enjoy the beauty of the Rancho Bernardo Inn during the weekend before the conference begins – and have the opportunity to meet old friends and make new ones.
Welcoming Reception (Sunday evening, May 31)
Join us during this Welcoming Reception, where you’ll have the chance to meet your fellow marketing peers, members of the media, and potential marketing partners. It’s the perfect beginning to your conference experience!
The TMCA Marketing Expo (Monday and Tuesday, June 1-2)
Meet with providers of products and services that canmove your marketing strategies to the next level. Exhibitors range frommajor transportation media to PR and marketing firms, specialty products, technology, and research capabilities. Discover new ways to maximize your marketing ROI through these valued partnerships.
TMCA On-Site Networking Dinner (Monday evening, June 1)
Make it a night out with yourmarketing peers on-site at the beautiful Rancho Bernardo Inn. This organized on-site dinner gives you the opportunity to network and relax after a full day of learning, networking, and doing business. A variety of choices of cuisine and price point will be available for all interested attendees.
TMCA Compass Awards Banquet (Tuesday evening, June 2)
The creative work and measurable results of 2009 TMCA Compass Awards recipients will be featured during TMCA’s celebration of this industry awards program. This year’s banquet will be an enchanting evening of fun, socializing and celebration. It will also be an opportunity to see first-hand the industry’s best practices in marketing and communications.
