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Mktg building relationships to influence change

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Mktg building relationships to influence change

  1. 1. AgendaBuilding Relationships to Influence Change<br />The Account Management Process<br />Tips for Account Management Success<br /> - Listen<br /> - Be A Friend <br /> - Share<br /> - Teach<br /> - Be Accessible<br />Building Relationships to Influence Change<br />Protecting the Graphic Designer <br />Reasons for Client-Account Manager Failure<br />Account Management Success- Case Study Festival of the Arts Embracing Innovation<br />Account Management Success- Case Study BOSS & Target Marketing<br />Carrie Poore<br />Marketing Account Manager ∙ Soldier & Community Recreation<br />Account Management Success- Case Study All Army Sports Utilizing Technology<br />Q & A<br />
  2. 2. AgendaBuilding Relationships to Influence Change<br />The Account Management Process<br />Tips for Account Management Success<br /> - Listen<br /> - Laugh<br /> - Buffer <br /> - Share<br /> - Teach<br /> - Be Accessible<br /> - Anticipate<br />Reasons for Client-Account Manager Failure<br />Account Management Case Study: Festival of the Arts<br />Account Management Case Study: BOSS<br />Account Management Case Study: All Army Sports<br />Resources for Account Managers<br />Questions<br />
  3. 3. The Account Management Process<br /><ul><li>Account Management by the Book
  4. 4. Account Management Reality</li></li></ul><li>Account Management Tips<br /><ul><li>Listen – You can’t help program managers without hearing what they really need.
  5. 5. Relate to their issues
  6. 6. Intimately understand their program before implementing change
  7. 7. Get a 360 degree understanding of program: manager, leadership, customer
  8. 8. Laugh - Laugh about process frustrations with clients</li></ul>The Word "Final"<br /><ul><li>Buffer- Serve as “buffer” between action officer and program manager – freeing the action officer to spend more time completing work order</li></ul>Hidden Designer Cam<br />
  9. 9. Account Management Tips<br /><ul><li>Share – Don’t be afraid to share a few of your tips & tricks.</li></ul> - Share online resources that will make their <br /> lives easier<br /> - Share short-cuts that may make a process <br /> smoother<br /> - Share reasons why processes are the way <br /> they are<br /> - Share both successes and frustrations<br /> - Encourage Program Manager’s to over-share<br /><ul><li>Teach – Teaching works well in building relationships because you’ll position yourself as an authority on your subject
  10. 10. Serve as a guide through the STRATCOMM/Marketing planning process
  11. 11. Be quick to admit “I don’t know”
  12. 12. Stay updated on trends
  13. 13. Plan continuous workshops to update </li></ul> program marketing plans<br />“Our program's ability to <br />think both vertically and horizontally has improved <br />because of marketing. “<br />- Sam Sakorfis, Chief, Community & Recreation Operations Division<br />“When I can't get my boss to understand something I just say ‘Carrie said.’<br />- Carole Kowta, Sports & Fitness<br />
  14. 14. Account Management Tools<br /><ul><li>Be Accessible– It doesn’t matter how technologically advanced we become, people want to interact with people.
  15. 15. Set weekly meetings to achieve </li></ul> “face time”<br /><ul><li> Respond quickly even if you can’t help </li></ul> quickly<br /><ul><li> Be honest about your priorities
  16. 16. Anticipate – Anticipate the client’s </li></ul>needs. <br /> - Educate program managers on <br /> upcoming opportunities for <br /> cross-promotion<br />Group Photo After Successful Outreach of Family & MWR Programs at the 2011 All American Bowl <br />“Having an account manager dedicated to assisting the recreation staff is a dream. Carrie goes above and beyond to assist our staff. She is so in sync with our needs, she knows what we need before we do!”<br />Sandy Nordenhold, Chief, Recreation Programming<br />
  17. 17. Account Management Threats to Success<br /><ul><li> Most client-consultant relationships have problems for largely non-technical reasons, including:</li></ul> - Lack of effective communication about how the project will proceed<br /> - Setting expectations too high or too low<br /> - Lack of follow through on small, yet important details<br /> - Under estimating project complexity or scope<br /> - Failing to understand user requirements<br /> - Lack of effective communication about timelines and approvals<br />
  18. 18. Case Study- Festival of the Arts<br />Embracing technology to find <br /> efficiencies<br />Printing costs vs. Labor costs<br />Increased visibility<br />Improved ability to measure ROI<br />“Carrie Poore is the BOMB ! The best strategizer I have worked with, she makes it look easy…But WE all know it's not…It takes attention to detail and follow-up that allows the programs developed become programs that soar.” Joe Leavell, Army Entertainment Division<br />www.armyfestivalofthearts.com<br />2010 Web Site<br />8<br />2009 Physical Book<br />
  19. 19. Case Study- BOSS <br /><ul><li> Mass Marketing vs. Target Marketing
  20. 20. More effectively speaking to Target Audiences</li></ul>http://www.youtube.com/familymwr#p/u/27/ndsLHkITJKQ<br />http://www.youtube.com/watch?v=s7kDt9g8Hyo<br />Soldier<br />Engagement<br />Materials<br />Leadership Education Materials<br />
  21. 21. Case Study- All Army Sports<br />Increased understanding of marketing channels<br />Traditional: Calendar/No distinct brand<br />2009-2011: Branded Facebook/ Twitter, video, outreach, direct mail campaigns, QR Codes, unique marketing-based promotions<br />
  22. 22. Resources<br />Marketing Materials and Templates for Soldier & Community Recreation http://www.mwrbrandcentral.com/HOMEPAGE/soldiercommunityrec.html<br />Festival of the Arts www.armyfestivalofthearts.com<br />Facebook.com/theAllArmySports<br />Facebook.com/OfficialUSArmyBOSSProgram<br />
  23. 23. AgendaBuilding Relationships to Influence Change<br />The Account Management Process<br />Tips for Account Management Success<br /> - Listen<br /> - Be A Friend <br /> - Share<br /> - Teach<br /> - Be Accessible<br />QUESTIONS?<br />Protecting the Graphic Designer <br />Reasons for Client-Account Manager Failure<br />Account Management Success- Case Study Festival of the Arts Embracing Innovation<br />Account Management Success- Case Study BOSS & Target Marketing<br />Account Management Success- Case Study All Army Sports Utilizing Technology<br />Q & A<br />

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