Manufacturing Marketing 2020 - MRC Pa

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Manufacturing Marketing 2020:Everything You Need to Know to Hit Your Goals Next YearNovember 7, 2019 8:30 am – 4:30 pmLocation:Manufacturers Resource Center7200A Windsor DriveAllentown, PA 18106EVENT DESCRIPTIONMarketing a manufacturing company has changed dramatically in recent years, and 2020 will be no different. Manycompanies are going to continue organic growth. Some will introduce new products or enter new markets. And manywill begin using digital media to market and sell directly to consumers. All of this means it is time to take a hard look atthe marketing organization, budget, strategies, and tactics.The MarCom Alliance, the leading collaborative of marketing agencies across practices, is partnering with theManufacturers Resource Center to present a full-day learning opportunity exclusively for manufacturers. There will betwo tracks, covering everything from planning and branding to websites and social media. Participants can move backand forth between the tracks in order to customize their experience to best fit their individual growth goals.TARGETED AUDIENCES CEOsMarketing LeadersOperations LeadersProduct / Brand ManagersSales LeadersCustomer Service Leaders To provide value, education, and insights into marketing for manufacturers at every stage of growth anddevelopmentTo provide resources to manufacturers who need help beyond the conferenceGOALS 1

AGENDATimeB2B Track8:00 amREGISTRATION AND BREAKFAST8:30 amOPENING REMARKS9:00 amUnderstanding Your Customer & WhatDrives Their Purchases – Why You NeedMarket Research!Session AB2C TrackBranding Inside Out: Building Your Brand Internally for aStronger Brand ExternallyPresented by 701 CreativePresented by The Marketing Difference10:00 amSession B11:00 amSession CRethinking Cold Calling: Insights and Tips forLead Gen and BeyondIs Direct-to-Consumer Marketing a Smart Strategy forYour Business?Presented by VSAPresented by BTCContent is King, Part 1: Photography forOnline Product MarketingIs Your Website Stuck in the 90s? It’s Time to Turn it intoYour Best Salesman Yet!Presented by Pau HanaPresented by Philly Marketing Labs12:00 pm LUNCH12:30 pm #IRL (In Real Life) Marketing: How to Step Up Content is King, Part 2: Video for Online ProductSession D Your Trade Show Program and Drive MoreMarketingTraffic to Your ExhibitPresented by Allied PixelPresented by Embarq Creative1:30 pmSession EShow Them the Love: Customer Meetingsand EventsPromotion is Queen: Getting Attention for Your BrandPresented by Slice CommunicationsPresented by Perfection Events2:30 pmSession FBeyond Google Translate: EffectiveStrategies for Reaching InternationalMarketsTrade Shows, Out-of-Home, and Experiential StrategiesPresented by EMC Outdoor & EventsPresented by MTM LinguaSoft3:30 pmPANEL CONVERSATION - ALL MARCOM MEMBERS; MODERATED BY MRC4:30 pmNETWORKING RECEPTION2

SESSION DESCRIPTIONSSESSION A - Understanding Your B2C Customer & What Drives Their Purchases – Why You Need Market Research!If you wonder why you should spend your scarce budget dollars on market research, this session will explain the mostpractical and effective techniques you can use to understand the size of a new consumer market, customer needs, andbuying behavior – before you make a costly decision to enter a new market and fail! You will receive answers to thesequestions: How can I estimate the size of a new business-to-business market for my products?Is the market big enough to go after? Is it worth it?What are the most attractive market segments to target?How can I learn what is important to these new customers when purchasing my products?How do they decide which suppliers to buy from?Presented by: Gene Principato, President of The Marketing DifferenceThe Marketing Difference is a strategic marketing and business development company offering your company a team ofseasoned professionals with more than 20 years of experience in marketing, sales, and business development. Weprovide marketing planning, market research and analysis, and new business development services for themanufacturing, healthcare, financial services and other industries. Our strength is helping mid-size and large businessesfind and develop new markets, understand their customers better, and design more effective marketing programs, tohelp them increase revenues and profits. And, our clients value our reliability, integrity, and creative solutions to theirmarketing and sales challenges.SESSION A - Branding Inside Out: Building Your Brand Internally for a Stronger Brand ExternallyA company’s brand is built from the inside out - by breaking down silos, strengthening and improving internalcommunications and engaging both management and employee in delivering cohesive and consistent brand messaging.Internal branding strength leads to external brand recognition, builds trust with consumers and creates a strongermarket presence. In this session you will learn about: Creating employee brand ambassadorsDeveloping an elevator pitchDefining and implementing brand guidelinesConveying consistent brand messaging on LinkedIn and social media platformsPresented by: Laura Jacoby and Sal Trovato, Owners of 701 Creative701 Creative is a strategic marketing, branding and design firm located in Philadelphia, PA, working with clients of allsizes, from Fortune 500 companies to small, non-profit organizations. We help clients use communicationsadvantageously, so the message is clearly presented, better understood and maximally effective across multipleplatforms.3

SESSION B - Rethinking Cold Calling: Insights and Tips for Lead Gen and BeyondNeed more appointments for your sales team to close? Want to close deals more quickly or retain and cross-sell existingclients? The most successful sales organizations have built their entire sales process around “inside sales” aka “coldcalling.” You can, too. This session will be both practical and strategic. Already using the phone and want to improve?Bring questions with you. You will learn: The 3 must-haves for a successful calling programKey Performance IndicatorsHiring, training and retaining staffIndustry tools to automate processHow to expand Inside Sales beyond Lead GenPresented by: Valerie Schlitt, owner of VSA.Valeria created VSA after 22 years in the corporate world. The firm is a premiere B2B lead generation and appointmentsetting firm. Started in Valerie’s family room with 2 part-time helpers, VSA is now a 100 person firm with offices inPhiladelphia and Haddon Township, NJ. VSA works across industries, but considers manufacturing/logistics one of itsniche areas. VSA was named Best Places to Work in Philadelphia Area and recognized on the Inc. 5000 list in 2018 and2019.SESSION B - Is Direct-to-Consumer Marketing a Smart Strategy for Your Business?If you run a B2B manufacturing company, you may have wondered whether selling directly to end users could open up alucrative new market for you. The short answer is, it could — if your product solves a problem that consumers careabout.This session will help you think strategically about entering the consumer market and targeting your best prospects withB2C marketing. We will share instructive case studies, examples and anecdotes about companies that have tried thisapproach with success. You will learn to evaluate: The differences between B2B and B2C marketingHow to think through whether a B2C strategy makes sense for your businessWhat B2C channels exist to target consumersPresented by: Chris Murray, Executive Vice President and Partner of BTCStrategy isn’t a service. It’s where you start. BTC is one of the Mid-Atlantic region’s leading full-service marketing andcommunications firms. Headquartered in Wayne, PA, BTC helps clients achieve their business goals with smart, creativeand cost-effective PR and Marketing Communications programs.SESSION C - Content is King, Part 1: Photography for Online Product MarketingIf content is king then quality images are the crown jewels. You need the viewers of your website (or any marketingmaterials) to have an instant positive impression - and nothing does that like good photography. In this session you willlearn what type of pictures should be used when and where, why some photos are more successful than others andeven a few things you can do to improve your image even if your boss squeezes nickels until the buffalo farts.4

Presented by: Jim Greipp, photographer at Pau Hana Productions.Jim has been providing quality commercial photography services since 1992. Specializing in advertising, editorial andindustrial images (sorry, no weddings!) he leans out of helicopters, wriggles into crawl spaces, wades into questionablecreative directions and leaps over tall client requests with ease.SESSION C - Is Your Website Stuck in the 90s? It’s Time to Turn it into Your Best Salesman Yet!You’ll learn how to transform your website from an online brochure to a well-optimized mobile salesmen! Your websiteshould sell for you. A well-optimized site will convert more clients and generate more business. In this session, you willlearn great tips on search engine optimization (SEO), paid search (PPC) and conversion optimization that will help yougenerate more leads and grow your business.Presented by: Bechara Jaoudeh, co-founder & CEO of Philly Marketing LabsPhilly Marketing Labs is a local digital marketing agency that works with companies seeking accelerated growth to thrivein the digital marketplace through paid search (PPC), search engine optimization (SEO), website design, webdevelopment and content strategy. Philly Marketing Labs is a Google Preferred Partner, managing over 1 million permonth in client ad spend. www.phillymarketinglabs.comSESSION D - #IRL (In Real Life) Marketing: How to Step Up Your Trade Show Program and Drive More Traffic to YourExhibitExhibiting at a trade show offers you one of the best ways to get in front of a lot of customers and prospects in arelatively short amount of time. Trade shows give you the opportunity to not only show your product or describe yourservice, but also create that all important first impression. Yet surprisingly, most exhibitors don’t take the time to focuson some simple strategies to improve results and generate qualified leads. We will focus on: Pre-show and post show strategies for successTools to engage attendeesBest practices for graphic design and layout of your exhibit spaceDefining the right metrics to assess the success of your trade show investmentPresented by: Karen Cohen, Managing Partner and co-founder of Embarq CreativeEmbarq Creative creates 3-dimensional brand experiences for our clients at trade shows. We do this through design,fabrication of exhibit materials, management of your event and a consultative one on one approach to truly take thetime to understand your unique brand needs. With 20 years of expertise and a global footprint, Embarq has helpedcompanies all around the world achieve remarkable experiences on the trade show floor.SESSION D - Content is King, Part 2: Video for Online Product Marketing96% of consumers have watched a video to learn about a product, and 94% of marketers say video helps shoppersunderstand products better. If you're a manufacturer, how do you leverage the power of video to reach consumersdirectly?5

This session will focus on the strategic use of video throughout the customer journey, and provide practical advice onhow to execute a successful online video campaign. You will learn: Best practices for video throughout the five stages of the customer journey.How to adapt web-based video to social video.Practical tips for producing video in house, and when to use an outside vendor.The future of online video: Where things are going.Presented by Bill Haley, founder and principal of Allied PixelAllied Pixel is an award-winning full-service video production company serving businesses large and small since 1993.We help companies grow and retain their customers through smart and creative uses of video. The presenter is. Visit usonline at www.alliedpixel.com.SESSION E - Show Them the Love: Customer Meetings and EventsIn this session, you’ll learn how to wow your clients with well-organized, strategic events and meetings.Presented by: Perfection EventsPerfection Events Inc. specializes in meetings and event design and production services for corporations, associations,non-profit organizations, and the public sector. We work with senior executives and decision-makers who must ensurethat an event delivers on strategic organizational goals. As Event Strategists, we design meetings and events thatcommunicate intended messaging, enhance brand identity and attain measurable results. More than planners, wepartner with our clients to design and execute events that produce strategic outcomes.SESSION E - Promotion is Queen: Getting Attention for Your BrandYou have a great product. The brand is differentiated. You have top-notch photos, videos, and written content. Yourwebsite is killer. Now what? It’s time to get the attention you need from the people you need to grow thecompany. Slice Communications will provide insights, tips, and advice on how to use social media to connect withconsumers most likely to buy and advocate for the products you make. In this session, you will learn: How to create your highest priority targeted audiences and find them on social mediaHow to use Facebook, LinkedIn, Twitter, Instagram, and Pinterest as they are meant to be usedHow to create a plan that increases your brand awareness and traffic to your website over timeAs an added bonus, we will also answer your questions about public relations and email marketing.Presented by: Cass Bailey, CEO of Slice CommunicationsSlice Communications exists to get people to pay attention. Our PR group has conversations with reporters to convincethem to tell our clients’ stories. Our social media team uses Facebook, LinkedIn, Twitter, Instagram, Pinterest, andSnapChat to create meaningful interactions. Our email marketing experts engage with people in their inboxes.www.SliceCommunications.com6

SESSION F - Beyond Google Translate: Effective Strategies for Reaching International MarketsLaunching a localization program to reach international markets can seem daunting, but careful planning can streamlinethe process and reduce costs. This session focuses on localization best practices for global manufacturing, including: Translating technical content for international regulatory complianceLocalizing products to capture international purchasing powerBuilding global brand awareness with search-optimized multilingual websitesAdapting training content to meet the needs of a global workforceLeveraging multimedia content to convert foreign audiences.You will learn how to make the most of your localization budget and avoid the pitfalls that can damage your brand.Presented by: Myriam Siftar, founder of MTM LinguaSoftMyriam Siftar drew on her professional experience as a bilingual software engineer and information technologymanager to found MTM LinguaSoft in 2003. She and her team provide “made-to-measure” translation, localization andcultural consulting services to support business growth in multilingual markets. Visit us on the web atwww.mtmlinguasoft.com.SESSION F - Trade Shows, Out-of-Home, and Experiential StrategiesIn this seminar and workshop, strategic approaches discussed will give marketing teams an introduction to the effectiveuse of out-of-home (outdoor advertising) and experiential engagement marketing for extending brand reach at tradeshows, and new or existing markets throughout the USA or Internationally. Highlights will include: Extending your trade show reach beyond the show floor with outdoor and experientialOut of Home 101: effectively considering outdoor advertising approaches in any marketExperiential Marketing: from first activations, to creating spectacular live eventsCase studies to demonstrate all practices discussedThe interactive format will allow attendees to assess next best steps for creating these types of campaigns.Presented by: Jerry Buckley, Director of Strategic Partnerships at EMC Outdoor and EventsEMC Outdoor and Events is an integrated location-based marketing agency specializing in out of home (outdooradvertising), experiential, trade show & integrated digital strategies in any market - domestic and international. Foundedin 1991, EMC offers a full turn-key solution from strategy and planning, through execution of customized campaigns.7

B2C marketing. We will share instructive case studies, examples and anecdotes about companies that have tried this approach with success. You will learn to evaluate: The differences between B2B and B2C marketing How to think through whether a B2C strategy makes sense for your business Wha

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