October 15, 2009

Could POS (Point of Sale) and O2S (Online to Store) be related? Absolutely!

Remember ‘back in the day’ (prior to 1978) when there was no Point Of Sale data? Retailers would spend millions of dollars on advertising with no link to what was selling at the cash register. There were no scan-able bar codes to help understand inventory levels, which products sold on what day, how many products sold, and what sales or marketing function was responsible for the sale. When bar codes and scanners debuted it changed business as we knew it – creating accountability as it relates to what products were selling, when they were selling, and if advertising had an effect on how many were sold.

Sound familiar? It should, someday you may be talking to someone in marketing and saying, ‘remember back in the day when we didn’t have O2S data? When advertisers weren’t aware of what effect their online marketing programs were having on their in-store sales, but instead were only optimizing and taking credit for sales on their website?’ Online To Store research is transforming retail today based on the ability to test digital marketing during a specified period of time and measure exactly what happens to sales not only online through eCommerce, but possibly more importantly – in-store in test markets.

This is the Holy Grail of advertising and marketing funding if you think about it. So today, my challenge for you, Mr. or Mrs. Retailer is to take the data that O2S case studies or in-house tests are providing and put your marketing money where the results are – using the wisdom of the testing crowds! Just like back in 1978…

– Jay Bowden, AMA Marketing Technology Chair, Google Retail Team

October 12, 2009

Shane Grant of The Coca-Cola Company has joined AMA’s impressive line-up of speakers, and will present on creating the right marketing mix for brands of all sizes during an October 20 Signature Luncheon.  Learn how Shane is helping to lead the world’s most valuable brand – recognized globally for its social responsibility, business performance and more.  Shane will share insights on the fundamental principles that guide the company’s marketing – principles that you can apply to your own business.  Be sure to participate in the conversion on Twitter using #AMAAtl.

Have questions for Shane?  Leave us a comment and we’ll do our best to address it during the luncheon.  Or, join the roundtable session following the luncheon for a more intimate discussion with Shane.

October 6, 2009

The role of marketing has certainly changed in the 20 years I have been a marketer. According the Chief Marketing Journal, the practice of marketing began in the mid-1800’s. Even as late as the early 1900’s “there was no clear concept of the justification of marketing as a productive activity, or as a contribution to economic production.”  We have come a long way baby! Boy, have things changed since that time. Today, marketers are expected to be the change agent and driver of growth for an organization.

My key advice to anyone in marketing is as follows:

  1. Understand what you sell. Is it service, is it a product, or is it an experience?
  2. Understand the business operations. How does it work? Who does what?
  3. Add value throughout the organization. Get to know the Chief Financial Officer. Understand what it is that he/she measures. Know how success is defined.
  4. Be in alignment with your boss and your senior management. Know what is expected of you and your role.
  5. Add value in every interaction. Engage with your functional partners and help make them successful.
  6. Most important, understand the numbers and metrics. View this study that was conducted earlier this year by TopRight, www.toprightpartners.com

This study underscores the changing role of marketing and need for marketers to understand the metrics.

There is no better career than marketing. That said, it is imperative that the marketer understand the art and the science of marketing. And lead by exerting influence up, down and across the organization. That is what the business is expecting from marketers today.

Jo Ann Herold, AMA Executive Advisory Board Member and former VP of Marketing and CMO for HoneyBaked Ham.

September 28, 2009

In Atlanta, fall is my favorite season. Cooler evenings, daylight savings time, leaves changing, and of course, AMA Atlanta’s Fall Membership Drive. We understand; the economy is tight. Professionals are either looking for a job, or working hard to keep the job they have, while young professionals are trying to break into the field of marketing.

Get ahead of the curve by investing in your future with AMA Atlanta. I chose to join and get involved in AMA Atlanta and it has been the best career move I have made yet. It’s a personal commitment and investment in your career with so many overarching benefits: retaining your networking circle among marketing colleagues in the largest professional marketing organization in the world, continuing industry education, and ongoing leadership opportunities through volunteer involvement with committees. With members-only benefits, such as break-out workshops, our LinkedIn Group online, members-only events and much more, NOW is the time to join. We look forward to having you as a member of the AMA Atlanta community.

Should you have any questions, please feel free to email us at membership@ama-atlanta.com.

Click here to learn more about AMA Atlanta’s Fall Membership Drive.

– Ashley Lecky, AMA Atlanta Membership Chair

September 23, 2009

Survival for media planners and buyers who haven’t made the transition to new media has become brutal. Just look at the resumes on job seeker sites, or the resumes sent in response to nearly any marketing position–you’ll see a fat pile of media people ready to try something new.

mediabistro.com recently hosted a “State-Of-The-Media” townhall. In addition to “sharing gripes and exchanging advice”, they discussed topics like how to file for unemployment. It’s a shame that so many talented people have not been able to repoint or repackage their expertise fast enough to keep up with the transformation of media. This market demands reinvention.

Some quick advice from the Town Hall?

• You need a career goal and methodology – including a positioning statement of your own.
• Don’t respond to Ads. Position yourself, research companies you are interested in and create your own position.
• Start your search with companies that create “products” or “tangibles” which are the first to respond after a recession.

It’s time to get inspired. As media moves to content placement, interactive cable on demand, gaming, mobile venues, and social network destinations, some of the best opportunities for media professionals exist in figuring out models that can: predictably, consistently and manageably deliver revenue. Anyone who can crack that nut will have job security and be famous.

If you’ve got a model, a formula, a resource or an idea that could help, jump into the conversation. Where should today’s media talent begin reinventing themselves and leveraging their value?

September 15, 2009

As AMA’s annual Collegiate Braves night approaches this Thursday, Sept. 17, we wanted to share with you the story of Alison Eckhardt, an AMA Collegiate member who obtained a job as a Braves Trainee as a result of attending this networking event.

As a member of AMA at Auburn University I was very excited when I heard about the professional chapter’s Atlanta Braves event. This was a great opportunity for me – not only was I interested in pursuing a career in sports marketing, but as an Atlanta native I was a huge Braves fan! The event provided me with the chance to meet and greet executives in the sports industry – an invaluable experience for any college student. I was a little nervous, but was relieved to find that everyone was friendly and willing to talk to me about a possible future with the braves in the Trainee program. Before the end of the night, I was introduced to a full-time Ticket Sales representative. We exchanged information and he contacted me when Trainee program interviews began. After a lengthy interview process I was offered a position as a Ticket Sales Trainee for the ‘09 season – the event certainly paid off! Meeting with professionals in your desired industry face-to-face says so much more than submitting your resume via mail or email. Thanks AMA!

For details on this year’s Collegiate Braves event, an ideal opportunity for students and recruiters alike, visit http://tinyurl.com/l5zlsq.

September 10, 2009

Kudos to Lauren Elder, vice president of collegiate outreach for the Collegiate Committee, for her role in helping to grow AMA’s collegiate membership by 60 percent in one year.

Lauren is an account manager with EOS Marketing & Communications and has been an AMA member for four years.  She has volunteered on the Collegiate Committee for three of those years.

In her own words: “I’m a growing young marketing professional always looking for opportunities to learn from seasoned veterans and rookies alike.  I love a new challenge… new clients, new projects and new mediums to advocate a brand message. 

I’m a big believer in AMA!  I got my current job through the AMA Collegiate Conference and have made some great professional and personal friends through networking events and committee work along the way.  I encourage every marketing student to join AMA – the benefits are endless!”

You can get in touch with Lauren through LinkedIn.  Interested in taking your membership to the next level by volunteering?  Contact Jessica Covello at jcovello@c21pr.com.  Also, please leave us a comment to share your volunteer experiences – whether with AMA or another civic organization you enjoy.

August 31, 2009

With social media being the shiny new coin, and Twitter going from 2.3 million to 50 million followers in just a year – it seems to be the social media darling for the moment.  But to tweet or not to tweet – that is the question (maybe not what Shakespeare had in mind, but you get it).  Some companies are struggling with the decision to launch a Twitter site – do they have the time and manpower to listen, reply and more? 

A blog post on SocialMediaToday gave a good synopsis we wanted to share.  Check it out and you decide for yourself.  http://www.socialmediatoday.com/SMC/119962

August 25, 2009

Welcome to Marketing Tapas, a blog by the Atlanta Chapter of the American Marketing Association (AMA Atlanta).  Marketing Tapas is designed to share resources on the latest in marketing, research, advertising, public relations, interactive and more with Atlanta’s marketing community.  Written by AMA Atlanta board members and marketing professional guest bloggers, Marketing Tapas aims to share best practices to help readers achieve strong results for their companies and clients. 

In addition to AMA Atlanta’s blog, connect with us on Twitter and Facebook.  We look forward to hearing from you!

– Heather Foster, AMA Atlanta President

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