Join us for the biggest advertising and marketing soiree of the year. We’ll have live entertainment, food and drinks. Please bring a toy to donate to Toys for Tots.
AMA Houston Chapter’s Energy Special Interest Group (ESIG) was thrilled to present our fall program on “Marketing: Does It Really Matter in the Oilfield”. The event took place Friday, November 8, 2013 with over 140 of Houston’s best energy industry marketers in attendance.
Attendees had the opportunity to hear from seasoned marketers, Jim Squires, Senior Communication Manager at TMK IPSCO, Mike Hopfe, Director of Marketing at Exterran, and Sally Charpiot, PSL Marketing Manager. And the seminar was skillfully moderated by Susan Farrell, President and CEO of Captavi.
Jim Squires shared his insights on how important the name of a product and service is to the successful marketing. He explained how companies typically name products and who names them and presented his methodology on how to name products that evoke emotion and increase awareness.
Mike Hopfe discussed brand awareness challenges prompted by a merger. The company found itself in a position where they realized that didn’t know their position in the market, they had different opinions on what their messaging should be – and didn’t have the resources to address their marketing needs. They hired a marketing agency that helped them define their strategy and program, based on market research. The result was increased online impressions and brand awareness.
Sally Charpiot presented on how her organization sought to shorten the sales cycle of a new technology. Their program consisted of structured internal communications that not only provided technical information, but also provided materials intended to generate questions and curiosity from their customers. Through traditional, digital and social marketing, they were able to have a higher number of sales than in past marketing campaigns.
Our presenters demonstrated that a strategic marketing program followed up with measurable activities delivered sales results that positively impacted by
the bottom line – showing that marketing does make a difference in the oilfield. All the attendees appreciated the time and effort that the presenters gave to the chapter.
The event would not have been possible with generous sponsorship by Fifth Ring, Unleaded Communications and Foster Marketing. Co-chairs Kristy Bell and Shanthi Subramanian were supported by our wonderful ESIG committee: John Bramblett, Ebru Erdini, Lorry Harju, Nicholette Ross, and Betty Wong.
Please mark your calendar to attend our next event on Thursday, May 15, 2014.
An AMA membership gives marketers an advantage in today’s competitive landscape. Gain access to the latest resources, network with marketers from every discipline and receive training from industry leaders – all which accelerate your career.
The American Marketing Association bestows honors to the Houston Chapter
HOUSTON, TX November 06, 2013 – The AMA Houston Chapter announced today that it has received four 2012-13 Special Merit Awards from the organization’s international headquarters. The AMA’s annual Chapter Excellence Awards program highlights exceptional performance among the organization’s 75 professional chapters across the U.S. and Canada. The Houston Chapter was recognized for Leadership, Programming and Communications Special Merits for its outstanding performance in those areas.
The Houston Chapter also received the Continuing Excellence Award, which is bestowed upon recipients of a Chapter Excellence Award for at least five consecutive years.
“As a Special Merit winner, we feel great responsibility, not only to our own members, but to the marketing community as a whole in Houston,” commented Houston’s 2012-13 Chapter President, Robin Tooms. “It is our job to provide excellent programming and networking opportunities for our members and guests to elevate the prestige and credibility of the marketing profession in our area. Receiving this honor affords us the opportunity to see the short-term successes we’ve accomplished, and our continuing excellence award demonstrates that our members consistently deliver on our promise to Houston’s greater marketing community. I couldn’t be happier, and more proud, of working with this amazing chapter.”
“With over 40 dedicated board members, and more than 1,000 volunteers, we have been able to accomplish some incredible things together,” commented Dominique Shu, 2013-14 Chapter President for the AMA Houston Chapter. “It is very fulfilling to be a part of such a well established and well respected marketing organization like the AMA. I’m thrilled that we have been recognized with this honor, and I know that our volunteers will continue to drive towards future excellence.”
About AMA Houston
AMA Houston is the area’s premier professional marketing organization and among the largest AMA Chapters in North America. AMA Houston provides marketers the ability to remain competitive in today’s business environment through networking events, special interest groups and real-world educational programs. AMA Houston was named Chapter of the Year six times in the last nine years by AMA’s international headquarters.
About the American Marketing Association
The American Marketing Association (AMA) is the largest marketing association in North America with a global network of over 30,000 members. It is a professional association for individuals involved in the practice, teaching and study of marketing worldwide. As the leading organization for marketers, AMA is the trusted go-to resource for marketers and academics. AMA is counted on as the most credible marketing resource where members can stay relevant with knowledge, training and tools to enhance lifelong learning and obtain valuable information and connections. For more information on the American Marketing Association, please visit www.AMA.org.
Linda Ruff and Lionel Carter recently planned and executed their first B2B Marketing SIG workshop of the 2013-14 year and they nailed it. Focusing on the utilization of tech tools in the marketing process, the three speakers presented thought-provoking and relevant content, which tied marketing automation to the various stages of the sales funnel.
Moderated by Michelle LeBlanc, Founder of Blue Sky Marketing, the well-attended event was broken up into three presentations with a Q&A at the end.
Thinking about expanding your brand beyond US borders? If you missed the latest Multicultural SIG event, you missed two and a half hours of solid information from 4 seasoned marketers, all with extensive experience on the ground. The topic was well chosen and the speakers, articulate, extremely knowledgeable, and engaging. I was riveted to my seat throughout the entire presentation, there was so much information and so little time!
Here’s what I learned:
Marketing your brand internationally really isn’t that different from marketing at home, except that it’s done from a different cultural perspective, with all of the complexities of communication, business practices and legal rules and regulations from the other culture rolled in. While the marketing principles remain the same, the adage “when in Rome” applies here. And research is key to understanding, evaluating and strategizing within the new landscape
On the human front, presenting your brand from the cultural perspective of the region where you are doing business is fundamental. In Latin America and Asia, business is founded on personal relationships. You’ll need to take the time required to cultivate a strong foundation by building integrity, credibility and trust. Talk about who you are, what you do and how you do it, framing it from the appropriate cultural perspective. Be aware that each geographic area within the culture has it’s own nuances. It’s good business to partner with experts who are steeped in the business values and practices of the region. A good rule of thumb is to stay true to your own compliance standards when navigating new territories. Build a marketing program that resonates with your customer, simply translating your US materials into another language will most likely not be effective.
“The more you know the better you will do”, Pete Garcia’s mantra, identifies research as the roadmap that informs every step of the process. Know your customer and how to deliver on the promise of your product and service within that culture. Understand the competitive landscape and who owns certain equities in the market before you start. Determine where you differentiate and what your customers like and want from your product. Use what your competitors are doing as a baseline to determine the most economic way to move forward. And, monitor the facts constantly.
Brushing the surface with a few other things to consider before jumping in….
Is my product or service needed, what is the gdp buying power of the individual, where are the markets and opportunities, how do I find the decision makers, what is the ease of doing business in that country, what is the method of payment, how do I do background checks on the people I want to do business with, are there any trade agreements and preference programs in place, how do I protect my intellectual property and brand, and on and on and on. Fortunately, there are resources available to help with your decision making – US based foreign chambers of commerce, government data, consultants with ties to the region your are exploring, all good places to start.
The amount of information to consider may seem daunting, however, James Brown summed it up succinctly “It’s always a learning process, sending your brand into a new market. Trust your gut and verify with data. The real growth is happening outside the US. A lot of locations are hungry for American brands and it’s an opportunity lost if your aren’t there.”
It’s a lot to consider and there’s a world of opportunity out there waiting for you.
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