Snap Learning Spot:
10 Questions CEOs Should
Ask Their Marketing
Director
Tuesday, August 6, 2013 | 9:45AM – 10:15AM
Hasht...
Introduction
Why are we here? How can this help me?
1. What do you consider to be
the goal of marketing?
2. What are you doing to
optimize our marketing source
mix? Are there more cost
effective sources than others?
3. Do you feel we are doing a
good job of cross marketing?
(Are we fighting ourselves for
airtime?)
4. If you were to stop spending
money on XXX, what would
you put that time and money
into instead?
5. How could additional
professional development help
you do your job better?
6. Do you think we spend the
right amount on marketing?
(Should we spend more? Less?)
7. Who is our MOST effective
audience we market to?
(And how are we segmenting?)
8. How can we learn from our
successes and mistakes?
(And how have you learned
from them in the past?)
9. How can we turn marketing
from an expense account to a
revenue account?
10. How can we be more
proactive and strategic?
What are we missing?
Q&A, Comments, Feedback?
Keep in touch!
Lauren Hefner, CAE
Director, Communications & Marketing
National Grocers Association
Lauren.Hefner@gmail.co...
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10 Questions Every Association CEO Should Ask Their Marketing Director

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This presentation was done by Lauren Hefner or the National Grocers Association and me at ASAE Annual Meeting 2013 in Atlanta. The goal of the presentation, and the questions, is to help get Association CEOs and their marketing directors on the same page.

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  • LH - General introduction: Hi I’m Lauren, (Hi I’m Scott). As a background – LH saw a similar session designed for the corporate world, and it seemed like it would be relevant in our industry because of how closely many of us work with our teams and our limited funds. Our goal is not to show you questions and tell you the answer. We’ll give you the questions you should be asking your marketing people. We’ll tell you the question – and why they are important. Goal isn’t for us to answer the question, goal is to provide food for thought and the tools to collaborate. Scott: Before we start we think it is important for us, and for you, to know who is in the room. Raise your hand if you are a CEO/ED/President. Raise your hand if you are a Marketing Director. Anyone else? How many of you work at trade associations? Professional Societies? This is important for networking reasons and also for us to tailor our presentation so we best serve your needs.We are going to give a quick disclaimer—This is going to be rapid fire. We tried to tailor it to the time but we didn’t want to reduce the number of tips because we promised 10 questions so that is what we are going to give you.
  • LH – Question serves many purposes.. To help the CEO understand what marketing is in the context of the association; to see if the Mktg Director is on the same page; and to help the Mktg Director take a step back and think about his or her goals for the association. Sometimes it’s good to think back to the basics and review things at the 30,000 foot level instead of the granular day-to-day view.
  • SO—The number of potential marketing tactics has grown significantly over time. At the same time human and financial resources probably have not grown at the same pace. It is important for any marketer to market smart and effectively. This question will allow you to check in and make sure your marketing person is getting the most out of the resources available.
  • LH – Large and small staffs alike have struggles between departments. Either you work at an organization so small that everyone is marketing their own materials, or your organization is so large that departments tend to have silos. At the end of the day, your messaging should not be battling with itself. (Use story about my own assn and our marketing calendar.. Moving toward a Tuesday Education Update to combine ‘like’ items and connect the dots)
  • SO--This question is a good follow up to my earlier question and really gets the marketing director to think about if they are doing everything they could be doing to be as effective as possible. It also shows the marketing director that you hold them accountable for success and also that the old way of doing things is not always the best way. Finally, it shows that leadership does not believe that there are any sacred cows and just because something was done in the past does not mean that it needs to be done that way in the future.
  • LH – Obviously if you’re a CEO and you’re in this room, you understand the value of professional development. But sometimes we tend to view PD as something as it benefits US, not the organization. Need to get employees thinking bigger than themselves – looking into opportunities and having them analyze their weaknesses and what can get them doing their jobs better. In addition, helps them have more buy-in to their budgets and performance and shows them the assn cares about furthering their development.
  • SO—You could look at this question and think it is the same as a couple of the other questions. It all depends on how you look at it. This question can be a very strategic question if asked properly. It allows the marketing director to talk about distinct tactics but also to discuss what they would change when it comes target markets, frequency of promotions, ways that the organization as a whole could improve the results of marketing and more..
  • SO—Segmenting your audience and using the right messaging based on the makeup of the segments is critical in today’s marketplace. This question allows the executive to see if the marketing director understands who the key targets of the audience are and start a conversation about the unique needs and corresponding messages for the individual segments. It also allows the executive to see if they are on the same page when it comes to the industry segments they want to market to.
  • LH – what was the best-received message you’ve sent – the one you’re still proud of that members are stil talking about? What was the worst blunder you’ve made – not merging fields in an email? Putting old information in a newsletter? Having the wrong dates on a show postcard?
  • LH – important for CEO and Mktg Director to both understand that marketing is invaluable, but that in order to increase the budget for it you have to find creative ways to make money with it. Sponsoring a show app? Taking something digital? Finding new ways to engage advertisers? Outsourcing list rentals? The goal is not to decrease what you spend as much as it is to increase value of expenditures and maybe increase the ‘revenue’ line as well.
  • SO—This is a very important question for any marketer. Many times marketers get have so much on their plates that they can caught in the weeds. Unfortunately when you are buried in the weeds as a marketer you tend to do the same things over and over again and not take a step back and look at what has changed, what may be changing and what you can do to market smarter. When an ED asks this question it shows that they want the marketer to think strategically and also gives the marketer the opportunity to take a step back and come up with some new ideas and strategies.
  • 10 Questions Every Association CEO Should Ask Their Marketing Director

    1. 1. Snap Learning Spot: 10 Questions CEOs Should Ask Their Marketing Director Tuesday, August 6, 2013 | 9:45AM – 10:15AM Hashtag: #ASAE13 SH10 Lauren Hefner, CAE Director, Comm & Marketing National Grocers Association Scott D. Oser President Scott Oser Associates
    2. 2. Introduction Why are we here? How can this help me?
    3. 3. 1. What do you consider to be the goal of marketing?
    4. 4. 2. What are you doing to optimize our marketing source mix? Are there more cost effective sources than others?
    5. 5. 3. Do you feel we are doing a good job of cross marketing? (Are we fighting ourselves for airtime?)
    6. 6. 4. If you were to stop spending money on XXX, what would you put that time and money into instead?
    7. 7. 5. How could additional professional development help you do your job better?
    8. 8. 6. Do you think we spend the right amount on marketing? (Should we spend more? Less?)
    9. 9. 7. Who is our MOST effective audience we market to? (And how are we segmenting?)
    10. 10. 8. How can we learn from our successes and mistakes? (And how have you learned from them in the past?)
    11. 11. 9. How can we turn marketing from an expense account to a revenue account?
    12. 12. 10. How can we be more proactive and strategic?
    13. 13. What are we missing? Q&A, Comments, Feedback?
    14. 14. Keep in touch! Lauren Hefner, CAE Director, Communications & Marketing National Grocers Association Lauren.Hefner@gmail.com | @laurenhefner Scott D. Oser President Scott Oser Associates Scott@ScottOserAssociates.com | @scottoser

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