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CHAPTER MARKETING: STRATEGY THROUGH TACTICS     FOR GREATER CHAPTERPROSPERITY AND AWARENESS                              T...
Define your marketing strategy• Know your marketing capabilities and tools• Familiarize yourself with your market• Meet ne...
New Markets
NewCustomers
NewColleagues
Engage in thediscussion
Today’s Overview         • Familiarize yourself with a     1     chapter marketing strategy     2   • Who do you want to s...
Learning Objectives• Market to the right  People• Market with the right  Process• Market with the  appropriate  Technology...
NEW MARKETS
New MarketsThe technology learning curve    New       1 yr   2 yr   3 yr  Customer  Retention
Working Toward Market Mastery                                                    Achieve                                  ...
Tactics must suit the strategy                  • Actions that lead to                    execution                     – ...
A Marketing Purpose• It ensures that every tactic adheres to the  principle outlined earlier: all tactics must help  you a...
A Marketing Schedule• Most effective tactics contain a scheduling  component• Add regular tactics to a calendar like Outlo...
A Marketing Measurable Result• Number of LinkedIn connections• Number of PDM’s• Number of Press Releases/Announcements• Nu...
Strategy• Create a conference for regional supply chain  professionals of APICS, ISM, and CSCMP
Tactics•   Personal marketing to members•   Monthly to weekly updates•   Create event specific website•   Collaborate with...
Case Study• Focus on the  Customer’s needs  – Six Pack and NESCON  – I am APICS  – Talent and skills study  – Meet with po...
Discussion• What can learn from  individual-based  tactics• Best practices• Take-aways
Strategy• Create a community of supply chain  professionals in the biotech industry
Tactics•   Create an Advisory Board of Executives•   Create a National conference of “Rock Star” speakers•   Frequent Pres...
Case Study• Focus on the Market  Forces  – Market study: Bio    Supply Management    Alliance  – Meet with the decision   ...
Discussion• What can we learn  from having greater  knowledge about the  market• Best practices• Take-aways
Summary• Define your marketing opportunities and  challenges   – Technological as well as personal   – Appeal to the wider...
QUESTIONS?TIM SALAVER, MBA, PMP, CSSMBB    MANAGER, CORPORATE SYSTEMS          THE CHEESECAKE FACTORYDIRECTOR OF CHAPTER D...
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Chapter Marketing

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Primer on marketing chapter activities using traditional and social media.

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  • Transcript of "Chapter Marketing"

    1. 1. CHAPTER MARKETING: STRATEGY THROUGH TACTICS FOR GREATER CHAPTERPROSPERITY AND AWARENESS Tim Salaver APICS Southwest District Meeting February 11, 2012
    2. 2. Define your marketing strategy• Know your marketing capabilities and tools• Familiarize yourself with your market• Meet new challenges• Be retrospective and introspective at the way you work (culture)• Know the expected outcome• Create a compelling story• Implement the marketing strategy through your tactics
    3. 3. New Markets
    4. 4. NewCustomers
    5. 5. NewColleagues
    6. 6. Engage in thediscussion
    7. 7. Today’s Overview • Familiarize yourself with a 1 chapter marketing strategy 2 • Who do you want to sell to? • Know your customers 3 through your tactics
    8. 8. Learning Objectives• Market to the right People• Market with the right Process• Market with the appropriate Technology• Reap the Benefits Effective Marketing
    9. 9. NEW MARKETS
    10. 10. New MarketsThe technology learning curve New 1 yr 2 yr 3 yr Customer Retention
    11. 11. Working Toward Market Mastery Achieve MasteryActivities Worked On Get Experienced Get Familiar Time Spent
    12. 12. Tactics must suit the strategy • Actions that lead to execution – A purpose – A schedule – A measurable result
    13. 13. A Marketing Purpose• It ensures that every tactic adheres to the principle outlined earlier: all tactics must help you achieve your strategic outcome.• It ensures you’re not wasting time on tasks that provide no return.• What goal or strategic outcome does the tactic advance or satisfy.
    14. 14. A Marketing Schedule• Most effective tactics contain a scheduling component• Add regular tactics to a calendar like Outlook• Actions move you towards your goals, while scheduling ensures actions are executed• This is your work plan
    15. 15. A Marketing Measurable Result• Number of LinkedIn connections• Number of PDM’s• Number of Press Releases/Announcements• Number of Attendees• Number of Impressions• The situation with Hult International Business School…is it repeatable?• How many contacts do you need to make to be successful?
    16. 16. Strategy• Create a conference for regional supply chain professionals of APICS, ISM, and CSCMP
    17. 17. Tactics• Personal marketing to members• Monthly to weekly updates• Create event specific website• Collaborate with partner organizations• Distribute literature far in advance• Send individual invitations• Recruit local and regional sponsors
    18. 18. Case Study• Focus on the Customer’s needs – Six Pack and NESCON – I am APICS – Talent and skills study – Meet with potential customers – Collaborate with business partners – The moral of the story
    19. 19. Discussion• What can learn from individual-based tactics• Best practices• Take-aways
    20. 20. Strategy• Create a community of supply chain professionals in the biotech industry
    21. 21. Tactics• Create an Advisory Board of Executives• Create a National conference of “Rock Star” speakers• Frequent Press Releases• Website• LinkedIn – BSMA – 901 – APICSGG – 539 – GSFBASQOLN – 169• Industry specific topics and themes• Create new relationships at the highest levels of the organization• Collaborate with Industry, Academia, and Professional Organizations• Recruit Regional and National sponsors
    22. 22. Case Study• Focus on the Market Forces – Market study: Bio Supply Management Alliance – Meet with the decision makers – Collaborate with business partners – The moral of the story
    23. 23. Discussion• What can we learn from having greater knowledge about the market• Best practices• Take-aways
    24. 24. Summary• Define your marketing opportunities and challenges – Technological as well as personal – Appeal to the wider market as well as the customer• Set realistic expectations – Mastery of marketing is not achieved overnight• Keep your eye on the goal – Create greater awareness of your chapter activities • Mentorship programs • Professional Development • Talent Management – Focus on what you do best as your strategy with the resources available to you
    25. 25. QUESTIONS?TIM SALAVER, MBA, PMP, CSSMBB MANAGER, CORPORATE SYSTEMS THE CHEESECAKE FACTORYDIRECTOR OF CHAPTER DEVELOPMENT APICS SOUTHWEST DISTRICT PRESIDENT APICS GOLDEN GATE
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