Future of marketing 1/2 - CIM and BL's presentations

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  • NOTES: Introduction from speaker Audience Participation -Ask the audience: What Industry sectors they are from? Do you have a Business Plan ? What is their Definition of Marketing?
  • NOTES: Explain what you will be covering
  • NOTES: Consumers demand - and get - more choice and better service They don’t want to be “sold to anymore” Requires both new thinking and return of some old standards A new language is developing focusing on the consumers – “engagement marketing”, “conversation marketing” Push Marketing is being replaced by Pull Marketing Provide High level overview of the current market and why the above are important i.e: Richard/John/Jane- Can you agree these between yourselves so you have an agreed approach and let me know what you want to include before I send it to Dev Refer to B2B & B2C Include aspects of B2B and B2C
  • NOTES: Relationships add value
  • NOTES:
  • NOTES: Introduction from speaker Audience Participation -Ask the audience: What Industry sectors they are from? Do you have a Business Plan ? What is their Definition of Marketing?
  • Future of marketing 1/2 - CIM and BL's presentations

    1. 1. The Future Of Marketing
    2. 2. Planning for Future Trends Richard Storey South West Regional Ambassador Small Business Community
    3. 3. Planning for the Future <ul><li>What do the future trends look like? </li></ul><ul><li>What are the opportunities? </li></ul><ul><li>How will these effect your business? </li></ul><ul><li>How do you plan for these? </li></ul><ul><li>Questions & Answer session </li></ul>
    4. 4. What is marketing? Marketing is ‘the management process responsible for identifying, anticipating and satisfying customer requirements profitably’.
    5. 5. From monologue to dialogue <ul><li>Traditionally marketers have broadcast messages designed to correspond with each stage of a buying cycle </li></ul><ul><li>Primary role of marketing was to conduct, (or squeeze!) customers through a funnel on their way to a point of sale. </li></ul>
    6. 6. Now routes to market look more like this!
    7. 7. Customer conversations <ul><li>Over the past few years have witnessed </li></ul><ul><li>the first examples of true two-way </li></ul><ul><li>marketing “conversations” </li></ul><ul><li>Driven by innovation, competition and major shifts in consumer behaviour, the dialogue between brands and their customers is replacing the traditional marketing monologue. </li></ul><ul><li>We live in a transparent world; words turn into actions in seconds. </li></ul>
    8. 8. What are the Future Trends? <ul><li>Changing Consumer Attitudes </li></ul><ul><li>Quality not quantity </li></ul><ul><li>Reliability and value for money </li></ul><ul><li>Supplier integrity and trustworthiness </li></ul>
    9. 9. What are the Future Trends? <ul><li>Reputation Management </li></ul><ul><li>Protect your assets – especially your brand and image </li></ul><ul><ul><li>Hard to build but easy to destroy </li></ul></ul><ul><li>Train staff to understand and project your culture and values </li></ul><ul><li>Develop and deliver a consistent customer experience </li></ul><ul><li>Focus attention on controllable communications </li></ul><ul><li>(advertising, PR, website, newsletters etc) </li></ul><ul><li>Highlight potential dangers of unguarded use of social media </li></ul>
    10. 10. What are the Future Trends? <ul><li>Media Choices </li></ul><ul><li>Online versus offline </li></ul><ul><li>Identify what communication channels </li></ul><ul><li>your customers most frequently use </li></ul><ul><li>Plan media choice to optimise targeting </li></ul><ul><li>Segment your markets </li></ul><ul><li>Use different messages and media for </li></ul><ul><li>different age groups </li></ul>
    11. 11. What are the Future Trends? <ul><li>Return on Investment and measuring it </li></ul><ul><li>80% of marketing spend is wasted – find out which 20% isn’t </li></ul><ul><li>All forms of promotion should be seen as an investment – not a cost </li></ul><ul><li>Measure the value of new business won - not volume of enquiries - against promotional costs </li></ul>
    12. 12. What are the Opportunities? <ul><li>New Technologies </li></ul><ul><li>Segmenting your market </li></ul><ul><li>How do I stand out in the crowd </li></ul><ul><li>Global markets </li></ul>
    13. 13. New Technologies <ul><li>Low carbon businesses </li></ul><ul><li>Renewable energy </li></ul><ul><li>Improved materials recovery </li></ul><ul><li>and reuse technologies </li></ul><ul><li>Technologically advanced </li></ul><ul><li>labour and time saving products </li></ul><ul><li>and services – we will become increasingly time poor and financially constrained </li></ul>
    14. 14. Segmenting your market <ul><li>Understand your markets </li></ul><ul><li>Develop and apply a different marketing approach to each segment </li></ul><ul><li>Focus on profitable segments and discourage business from unprofitable sources </li></ul>
    15. 15. How do I stand out in the crowd <ul><li>Differentiate your product or service </li></ul><ul><li>Exceed customer expectations </li></ul><ul><li>Innovate – this may mean </li></ul><ul><ul><li>Doing something entirely new </li></ul></ul><ul><ul><li>Doing something old but in a new way </li></ul></ul><ul><ul><li>For example -digital replacing analogue </li></ul></ul><ul><ul><li>Rediscovering something that has been lost and re-introducing it </li></ul></ul><ul><ul><li>For example – personal service (remember that?) </li></ul></ul>
    16. 16. Global markets <ul><li>The internet and e-commerce solutions provide the opportunity to become a global business </li></ul><ul><li>21st century facilities for moving goods across continents means that trading globally is no longer financially prohibitive for good added value products </li></ul><ul><li>Some markets like imported national products – Americans like English products </li></ul><ul><li>Japanese like Scottish whisky </li></ul>
    17. 17. What about Social Media? <ul><li>Requires new marketing etiquette: </li></ul><ul><ul><li>Conversation </li></ul></ul><ul><ul><li>Courtesy </li></ul></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Genuine </li></ul></ul><ul><ul><li>Sharing </li></ul></ul><ul><ul><li>Values </li></ul></ul>
    18. 19. How will these affect my business? <ul><li>Business Success? </li></ul><ul><li>Business Failure? </li></ul>
    19. 20. Business Success? Ways to achieve it <ul><li>Monitor and re-evaluate your product/service offering </li></ul><ul><li>Shadow your competitors – develop competitive advantage </li></ul><ul><li>Build a superior reputation; </li></ul><ul><ul><li>A trusted brand </li></ul></ul><ul><ul><li>An ethical approach </li></ul></ul><ul><ul><li>A customer-centric policy throughout the business </li></ul></ul><ul><li>Exceed customer expectations </li></ul>
    20. 21. Business Success? Ways to achieve it <ul><li>Focus on benefits not features </li></ul><ul><li>Remember that people do business </li></ul><ul><li>with people not companies or organisations </li></ul><ul><li>Remove barriers/obstacles to buy – make it easy to buy </li></ul><ul><li>Use third party endorsements to build an image, reliability and trustworthiness </li></ul><ul><li>Demonstrate why your business should be the preferred choice </li></ul><ul><li>Don’t be sentimental about unprofitable customers </li></ul>
    21. 22. Business Failure? What does it look like - what are the signs? <ul><li>Lose touch with your customers/markets </li></ul><ul><li>Sell on price and volume and lose sight of margin and added value </li></ul><ul><li>Fail to innovate/introduce </li></ul><ul><li>new or improved products to </li></ul><ul><li>remain competitive and relevant </li></ul>
    22. 23. Business Failure? What does it look like - what are the signs? <ul><li>Create unsustainable marketing budgets </li></ul><ul><li>Rely on customer churn to keep your business growing – finding new customers will invariably cost much more than keeping established ones </li></ul><ul><li>Fail to identify customers who are costing you money and draining your profits </li></ul>
    23. 24. Start by creating a plan <ul><li>Integrate marketing into your business </li></ul><ul><li>Decide on what you want to achieve? </li></ul><ul><li>Decide what trends will have an impact? </li></ul><ul><li>Decide how you can meet these </li></ul><ul><li>Review resources, skills & capability and fill the gaps </li></ul><ul><li>Create a marketing plan </li></ul>
    24. 25. <ul><li>&quot;I would not say that the future is necessarily less predictable than the past. I think the past was not predictable when it started.“ </li></ul><ul><li>Donald Rumsfeld </li></ul>
    25. 26. Best of luck for the future! Thank you
    26. 27. Any questions?
    27. 28. Find Out More The future of Marketing www.cim.co.uk/filestore/resources/agendapapers/futureof marketing.pdf   Regional Director- Christine Boswell-Munday Christine [email_address] Visit our stand or visit www. cim.co.uk
    28. 29. The Future Of Marketing
    29. 30. An (Old) Definition Of Marketing <ul><ul><li>If you can get the Mayor to laugh about it – that’s PR </li></ul></ul><ul><li>And if you planned the whole thing ... that’s Marketing !! </li></ul><ul><ul><li>The circus is coming to town! </li></ul></ul><ul><ul><li>If you paint a sign saying: “Circus is coming to the fairgrounds this Sunday” – that’s Advertising </li></ul></ul><ul><ul><li>If you paint the sign on the back of an elephant and walk him through town – that’s a Promotion </li></ul></ul><ul><ul><li>If the elephant walks through the Mayor’s flower bed – that’s Publicity </li></ul></ul>
    30. 31. Marketing Today <ul><ul><li>In the modern world, we could add: </li></ul></ul><ul><ul><li>If you spread the word via your website or blog, or using Facebook and Twitter, perhaps on your iPhone – that’s Social and Digital Media! </li></ul></ul>
    31. 32. Today … <ul><li>We’re witnessing the transition from an analogue world to one that is almost entirely digital </li></ul><ul><li>Soon ALL content will exist in digital form, eg OED </li></ul><ul><li>Digital technology comes with a powerful promise:- the ability to reach exactly the right audience, at exactly the right time and place, with exactly the right message </li></ul>
    32. 33. Today … <ul><ul><li>Things are changing: </li></ul></ul><ul><li>… from TELL & SELL – Monologue Marketing </li></ul><ul><li>… to INTERACTIVE – Dialogue Marketing </li></ul>
    33. 34. Brands and Branding won’t change <ul><li>However......your brand is no stronger than your reputation – and will increasingly depend upon what comes up when you are ‘Googled’ </li></ul>
    34. 35. Brand <ul><li>What is your brand? </li></ul><ul><li>Collectively, it’s what people say, feel or think about your product , service or company </li></ul>
    35. 36. Branding <ul><li>What is branding? </li></ul><ul><li>Using marketing to influence people’s attitudes towards, and perception of, the brand </li></ul>
    36. 37. Brand Loyalty <ul><li>Brand loyalty will be earned over time through consistent, positive experiences and engagements with a product, service or company </li></ul><ul><li>“ Treat me well, and I’ll return the favour by spreading the word for you and coming back to you.” </li></ul>
    37. 38. <ul><li>“ Consumers will increasingly look for brands with a social purpose… Brands and businesses that fail to integrate consumer needs with societal wellbeing will struggle to grow in the future.” </li></ul>
    38. 39. <ul><li>“ Consumers will increasingly look for brands with a social purpose… Brands and businesses that fail to integrate consumer needs with societal wellbeing will struggle to grow in the future.” </li></ul><ul><li>Paul Polman, Chief Executive, Unilever </li></ul>
    39. 40. <ul><li>“ On the one hand, it seems like everything is changing. On the other hand, one very important dynamic has not changed… </li></ul><ul><li>… the customer is boss.” </li></ul>
    40. 41. <ul><li>“ On the one hand, it seems like everything is changing. On the other hand, one very important dynamic has not changed… </li></ul><ul><li>… the customer is boss.” </li></ul><ul><li>AG Lafley, Chairman of the Board, Proctor & Gamble </li></ul>
    41. 42. <ul><li>“ Remember three age-old marketing pillars: </li></ul><ul><li>1) show humility when you talk with customers; </li></ul><ul><li>2) keep the communications simple; </li></ul><ul><li>3) what customers want above all is VALUE.” </li></ul>
    42. 43. <ul><li>“ Remember three age-old marketing pillars: </li></ul><ul><li>1) show humility when you talk with customers; </li></ul><ul><li>2) keep the communications simple; </li></ul><ul><li>3) what customers want above all is VALUE.” </li></ul><ul><ul><ul><ul><ul><li>Vittorio Colao, Chief Executive, Vodafone </li></ul></ul></ul></ul></ul>
    43. 44. Where Are We Now? <ul><li>Newspapers </li></ul><ul><li>Television </li></ul><ul><li>Radio </li></ul><ul><li>Cinema </li></ul><ul><li>Direct Mail </li></ul><ul><li>Online/Social Media </li></ul>
    44. 46. Newspapers <ul><li>UK circulation has fallen 25% between 2007 and 2009 (Organisation Economic Co-operation Development figures) </li></ul><ul><li>USA -30%; Italy -18%; Canada -17% </li></ul><ul><li>Why? </li></ul><ul><li>Growth of the internet/online news free of charge, fragmenting media landscape </li></ul><ul><li>Reduction of bulk distribution to hotels/restaurants </li></ul><ul><li>Reduction in ad revenue = price increases </li></ul>
    45. 47. UK Newspapers <ul><li>The last 10 years … </li></ul><ul><li>The Sun 3,451,746 2,979,999 down 14% </li></ul><ul><li>Daily Mail 2,421,795 2,092,643 down 14% </li></ul><ul><li>Daily Mirror 2,180,227 1,248,919 down 42% </li></ul><ul><li>Daily Star 725,552 809,992 up 12% </li></ul><ul><li>Daily Telegraph 974,362 681,322 down 30% </li></ul><ul><li>Daily Express 877,735 664,293 down 24% </li></ul><ul><li>The Times 678,498 503,642 down 25% </li></ul><ul><li>Financial Times 446,271 391,864 down 12% </li></ul><ul><li>The Guardian 424,132 286,220 down 33% </li></ul><ul><li>Independent 203,402 187,135 down 8% </li></ul><ul><li>(ABC - Daily circulation, July 2010) </li></ul>
    46. 48. UK Newspapers <ul><li> The last 12 months… </li></ul><ul><li>The Sun 2,979,999 down 1.6% </li></ul><ul><li>Daily Mail 2,092,643 down 4.93% </li></ul><ul><li>Daily Mirror 1,248,919 down 6.12% </li></ul><ul><li>Daily Star 809,992 down 6.95% </li></ul><ul><li>Daily Telegraph 681,322 down 18.45% </li></ul><ul><li>Daily Express 664,293 down 8.94% </li></ul><ul><li>The Times 503,642 down 14.77% </li></ul><ul><li>Financial Times 391,864 down 4.88% </li></ul><ul><li>The Guardian 286,220 down 14.82% </li></ul><ul><li>Independent 187,135 down 6.62% </li></ul><ul><li> (ABC - Daily circulation, July 2010) </li></ul>
    47. 49. Cinema Admissions <ul><li>173.5 million cinema admissions were recorded for the UK in 2009, up 5.6% from 2008 </li></ul><ul><li>However : </li></ul><ul><li>Cinema admissions have dropped well over 50% since the 1960s </li></ul>
    48. 50. Radio <ul><li>Listening figures are at an all time high: </li></ul><ul><li>Total audience, Q2 1999: 42.9 million adults per week (89%) </li></ul><ul><li>Total Audience, Q2 2010: 46.8 million adults per week (91%) </li></ul><ul><li>Why? </li></ul><ul><li>More choice, digital radio, handheld smartphones </li></ul><ul><li>Ad revenue is down </li></ul>
    49. 51. <ul><li>“ The next 50 years will see new forms of marketing, tailored in greater ways to our lifestyles. </li></ul><ul><li>“ Traditional advertising will remain on bus stops, through the iPhone, on television, via the internet and posted through our letterboxes. </li></ul><ul><li>“ But word-of-mouth marketing will forever be the most powerful way of persuading customers to join us. </li></ul><ul><li>“ It’s the product that really forms the future of marketing – as it has done in decades past.” </li></ul>
    50. 52. <ul><li>“ The next 50 years will see new forms of marketing, tailored in greater ways to our lifestyles. </li></ul><ul><li>“ Traditional advertising will remain on bus stops, through the iPhone, on television, via the internet and posted through our letterboxes. </li></ul><ul><li>“ But word-of-mouth marketing will forever be the most powerful way of persuading customers to join us. </li></ul><ul><li>“ It’s the product that really forms the future of marketing – as it has done in decades past.” </li></ul><ul><li>Sir Richard Branson </li></ul>
    51. 53. Future Technology
    52. 54. <ul><li>“ We don’t ask consumers what they want. </li></ul><ul><li>“ They don’t know. </li></ul><ul><li>“ Instead we apply our brainpower to what they need, and will want, then make sure we’re there, ready.” </li></ul>
    53. 55. <ul><li>“ We don’t ask consumers what they want. </li></ul><ul><li>“ They don’t know. </li></ul><ul><li>“ Instead we apply our brainpower to what they need, and will want, then make sure we’re there, ready.” </li></ul><ul><li>Akio Morita, Co-founder, Sony Corporation </li></ul>
    54. 56. <ul><li>“ People don’t know what they want until you show it to them.” </li></ul>
    55. 57. <ul><li>“ People don’t know what they want until you show it to them.” </li></ul><ul><li>Steve Jobs, Co-founder, Chairman & CEO, Apple </li></ul>
    56. 58. Marketing In Tomorrow’s World <ul><li>20 media and technology changes that will affect marketing in the future … </li></ul>
    57. 59. Eye Recognition TV <ul><li>Hidden cameras detect if eyes are on the screen </li></ul><ul><li>If they’re not, the sound and picture start to fade out after a given period </li></ul><ul><li>What happens during an ad break when someone leaves the room?! </li></ul>
    58. 60. 3D TV <ul><li>Here already! </li></ul><ul><li>Sport </li></ul><ul><li>Gaming industry </li></ul><ul><li>Medical advancement </li></ul><ul><li>Movies </li></ul><ul><li>Advertising </li></ul><ul><li>Next stop? </li></ul><ul><li>Smellovision ?! </li></ul>
    59. 61. Interactive Posters <ul><li>Poster panel with in-built interactivity </li></ul><ul><li>Detects potential customer </li></ul><ul><li>Engages via animation or sound or both </li></ul><ul><li>Plays video clips </li></ul>
    60. 62. Interactive Shop Windows <ul><li>Adds a touch-sensitive layer to a shop window </li></ul><ul><li>eg estate agents </li></ul><ul><li>After hours potential </li></ul>
    61. 63. Bluetooth Proximity Marketing <ul><li>Bluetooth transmitter within business premises </li></ul><ul><li>Sends messages to passers-by with Bluetooth enabled phones </li></ul><ul><li>Cinemas, police messages, restaurants, etc. </li></ul><ul><li>Potential for any retailer </li></ul>
    62. 64. 2D QR Barcodes <ul><li>A QR (Quick Response) Code is a matrix barcode or two-dimensional code readable by QR scanners, mobile phones with cameras and smartphones </li></ul><ul><li>Point at coded message to translate it into a meaningful message/special offer/promotion </li></ul><ul><li>Offline marketing measurement </li></ul><ul><li>Free of charge (currently!) </li></ul>
    63. 65. Location Marketing <ul><li>Gowalla, foursquare </li></ul><ul><li>Customers sign up free to the service and ‘check-in’ at each destination </li></ul><ul><li>Each time you check-in (using your GPS enabled phone) you receive points </li></ul><ul><li>The person with the most points for a venue becomes ‘the Mayor’ </li></ul><ul><li>A number of retail outlets are offering their ‘Mayors’ a particular discount </li></ul><ul><li>eg Dominos Pizza offers their Mayors a free “personal Pizza” on Wednesdays; Starbucks offers a discount; some hotels offer a 15% discount on their a la carte menu </li></ul>
    64. 66. iPods, Then iPads, Next iStops! <ul><li>Bus stops with built-in digital information </li></ul><ul><li>All buses fitted with GPS locaters, tells your smartphone when the next bus is due </li></ul><ul><li>Can also provide weather forecasts, news updates, etc </li></ul><ul><li>Advertising opportunities </li></ul>
    65. 67. Facebook <ul><li>Here today, even more popular tomorrow? </li></ul><ul><li>Launched 2004, currently 500 million+ users </li></ul><ul><li>Not the leading social network in Russia, China or Japan </li></ul><ul><li>Current value $33 billion?! </li></ul><ul><li>Average number of friends is 130 </li></ul><ul><li>Advertising opportunities, eg Leigh Court wedding venue – ‘Single’ to ‘Engaged ’ </li></ul>
    66. 68. Spotify <ul><li>Over 8 million tracks and counting </li></ul><ul><li>Create playlists – simply drop and drag </li></ul><ul><li>Future potential vs commercial radio? </li></ul><ul><li>Spotify is your new music collection! </li></ul>
    67. 69. The BBC <ul><li>What is the future of the licence fee? </li></ul><ul><li>The Beeb is changing – 25% cut in website spend </li></ul><ul><li>63% of the population would be happy to have advertising on the BBC in return for scrapping the licence fee </li></ul><ul><li>Sponsorship opportunities? </li></ul><ul><li>Local TV opportunities? </li></ul><ul><li>Local radio opportunities? </li></ul>
    68. 70. MORE Social Media! <ul><li>‘ Ping’ from Apple </li></ul><ul><li>Social network all about music </li></ul><ul><li>“ Facebook and Twitter meets iTunes” </li></ul><ul><li>Follow your favourite artists and friends and follow what music they are downloading </li></ul>
    69. 71. Last FM i-app <ul><li>Listen to tunes on your mobile? </li></ul><ul><li>Keep running out of memory or forgetting to update your playlists? </li></ul><ul><li>Last FM has an online library of millions of tracks </li></ul><ul><li>Create a personalised radio station based on your tastes </li></ul><ul><li>Free to use </li></ul>
    70. 72. Bump i-app <ul><li>The end of the business card?! </li></ul><ul><li>Meet someone else with an iPhone or iPod Touch </li></ul><ul><li>Swap your contact details by simply bumping your devices together </li></ul><ul><li>Also become friends on Facebook, Twitter or LinkedIn </li></ul>
    71. 73. Reel Director i-app <ul><li>Looking to add video footage to your website? </li></ul><ul><li>Google loves video and it will boost your Google rankings </li></ul><ul><li>Film it, edit it, post it! </li></ul><ul><li>4 styles of opening and closing credits </li></ul><ul><li>27 types of transition </li></ul><ul><li>Add photos too, zooming in or out </li></ul><ul><li>Website homepage, email signature, YouTube </li></ul>
    72. 74. TimeOut i-app <ul><li>Looking for weekly updates in a specific area? </li></ul><ul><ul><ul><ul><ul><li>For concerts, art exhibitions, gigs, cinema listings </li></ul></ul></ul></ul></ul><ul><li>GPS technology </li></ul><ul><li>Next stop? </li></ul><ul><li>TimeOut Bristol & Bath </li></ul><ul><li>TimeOut Gloucestershire, TimeOut Swindon & Wilts </li></ul><ul><li>Where does this leave the likes of Venue magazine?! </li></ul>
    73. 75. Market Research <ul><li>More accurate audience measurement – BARB/RAJAR </li></ul><ul><li>Added technology </li></ul><ul><li>Webcams to watch expressions </li></ul>
    74. 76. The Future Of Email Marketing? <ul><li>‘ Priority Inbox feature’ from Gmail / Googlemail </li></ul><ul><li>Prioritises your emails – Important / Everything else </li></ul><ul><li>Based on emails you’ve previously opened </li></ul><ul><li>Emails with keywords you’ve opened before </li></ul><ul><li>Does the email look like it’s come from a mailing list? </li></ul>
    75. 77. The Future Of Web Design <ul><li>Build your own website, zero experience required </li></ul><ul><li>www.moonfruit.com </li></ul><ul><li>Add pictures, audio, video </li></ul><ul><li>Track website traffic </li></ul><ul><li>Built-in SEO </li></ul><ul><li>Free of charge! (as long as you update it once every 6 months) </li></ul>
    76. 78. Accuracy Of Web Content <ul><li>‘ Dispute Finder’ </li></ul><ul><li>Highlights and vibrates if facts are in dispute on a website </li></ul><ul><li>But what about commercial websites in the future? </li></ul><ul><li>We offer the “best prices”, the “widest range”, we’re “number one in the area” </li></ul>
    77. 79. Thank You! <ul><li>Dev Chakraborty </li></ul><ul><li>Business Link </li></ul><ul><li>E: [email_address] </li></ul><ul><li>Slides available from: </li></ul><ul><li>www.businesslink.gov.uk/southwest/eventspresentations </li></ul>

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