Chapter Marketing
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Primer on marketing chapter activities using traditional and social media.
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Chapter Marketing
- 1. CHAPTER MARKETING: STRATEGY THROUGH TACTICS FOR GREATER CHAPTER PROSPERITY AND AWARENESS Tim Salaver APICS Southwest District Meeting February 11, 2012
- 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. New Markets
- 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. Learning Objectives • Market to the right People • Market with the right Process • Market with the appropriate Technology • Reap the Benefits Effective Marketing
- 9. NEW MARKETS
- 10. New Markets The technology learning curve New 1 yr 2 yr 3 yr Customer Retention
- 11. Working Toward Market Mastery Achieve Mastery Activities Worked On Get Experienced Get Familiar Time Spent
- 12. Tactics must suit the strategy • Actions that lead to execution – A purpose – A schedule – A measurable result
- 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. 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. 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. Strategy • Create a conference for regional supply chain professionals of APICS, ISM, and CSCMP
- 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. 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. Discussion • What can learn from individual-based tactics • Best practices • Take-aways
- 20. Strategy • Create a community of supply chain professionals in the biotech industry
- 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. 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. Discussion • What can we learn from having greater knowledge about the market • Best practices • Take-aways
- 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. QUESTIONS? TIM SALAVER, MBA, PMP, CSSMBB MANAGER, CORPORATE SYSTEMS THE CHEESECAKE FACTORY DIRECTOR OF CHAPTER DEVELOPMENT APICS SOUTHWEST DISTRICT PRESIDENT APICS GOLDEN GATE
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