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Becoming a More Effective Marketer
ASME Leadership Training Conference
St. Louis, MO
March 2013
Mike
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Michael Kreisberg, ASME Director of Membership kreisbergm@asme.org
Session Objectives
Gain an understanding of marketing from a theoretical and practical viewpoint
Get prepared to lead your units in planning, creating and implementing marketing activities
Participate in a group planning activity to “market” an ASME online technical event
Share your own “pain points” and marketing challenges
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What is Marketing?
“Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering & exchanging offerings that have value for customers, clients, partners, and society at large.”
American Marketing Association
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What is Marketing?
Successful marketers…
1. Create Value
2. Communicate Value
3. Deliver / Exchange Value
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What is Value?
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Great Marketers!
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Great Marketers!
Points of Differentiation
Quality Products
Effective Messaging
Deliver on the Value
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What is Marketed?
• Goods
• Services
• Events
• Experiences
• Persons
• Places
• Properties
• Organizations
• Information
• Ideas
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Marketing Mix
Product Price
Promotion Place
Target
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Target
Governments
ASME Members
Industry
Technical professionals
Engineers
Universities
Students
Who are our customers?
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• Variety
• Quality
• Design
• Features
• Brand name
• Packaging
• Sizes
• Services
ProductWhat are we selling?
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• List price
• Discounts
• Allowances
• Payment period
• Credit terms
PriceHow much should it cost?
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Place • Delivery
• Channels
• Locations
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promotion
adve
rtis
ing
brochures
billboards
press release
dir
ect
mai
l
emai
l
sale
s
newsletters
flye
rs
web
site
telemarketing
social media
word of mouth
guerilla
seo podcasts
dis
pla
y
publicity
message
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Marketing @ ASME
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Some thoughts to consider about Marketing @ ASME
• We market revenue generating products AND mission-related programs
• Most of our products are marketed under the ASME brand name
• ASME products are offered in public locations, through distributors, over the web, direct from us, etc
• We have multiple target audiences –
• End users, distributors, influencers, sponsors / advertisers and more
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Marketing @ ASME
• Engineering for Change (E4C)
• K-12 STEM Programs
• Federal Fellows Program
• Student Competitions
• asme.org – Phase 2
• Codes and Standards
• Certification
• Technical Journals
• Books and Publications
• Technical Conferences
• Continuing Education
• Section Meetings and Events
• Membership
Mission Products Revenue Products
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The Marketing Checklist 9 Things you need to think about when marketing your program
1. Objective
2. Success measures
3. Product Description
4. Target audience
5. Delivery Method
6. Pricing
7. Messaging & Promotion
8. Budget
9. Timing
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The Marketing Checklist Working through an example…
Small Group Exercise
Virtual Technical Conference
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The Marketing Checklist Virtual Technical Conference
Your division will be responsible for the marketing and promotion of an online-
based virtual technical conference.
You’ll have 20 minutes to complete your 3 checklist items
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The Marketing Checklist Virtual Technical Conference
#1 - Objective
________________________________________________________________________________________________________________________________
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The Marketing Checklist Virtual Technical Conference
#2 - Success Measure(s)
_________________________
_________________________
_________________________
_________________________
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The Marketing Checklist Virtual Technical Conference
#3 - Product Description(s)
• ___________________________________________
• ___________________________________________
• ___________________________________________
• ___________________________________________
• ___________________________________________
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The Marketing Checklist Virtual Technical Conference
#4 - Target Audiences • Attendees
• Primary targets: ___________________________________________________________________________________________________________________________________________________
• Secondary target: __________________________________________________________________________________________________
• Other __________________________________ 25
The Marketing Checklist Virtual Technical Conference
#5 - Place / Delivery • ___________________________________________
• ___________________________________________
• ___________________________________________
• ___________________________________________
• ___________________________________________
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The Marketing Checklist Virtual Technical Conference
#6 - Pricing • ___________________________________________
• ___________________________________________
• ___________________________________________
• ___________________________________________
• ___________________________________________
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The Marketing Checklist Virtual Technical Conference
#7 - Promotion • ___________________________________________
• ___________________________________________
• ___________________________________________
• ___________________________________________
• ___________________________________________
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The Marketing Checklist Virtual Technical Conference
#8 - Budget
• Expected REVENUES • ________ • ________ • ________ • ________
• Anticipated COSTS • ________ • ________ • ________ • ________
Gross PROFIT$ = Revenue$ - Cost$
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The Marketing Checklist Virtual Technical Conference
#9 - Schedule
• Planning
• __________________
• Execution
• __________________
• Follow-up
• ___________________
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ASME’s Available Resources
The “Volunteer Resources” page on ASME.org: http://www.asme.org/groups/volunteer-resources
• Best Practices (note that there is a section on Marketing and Promotion)
http://volunteer.asme.org/practices/ • Program ideas to draw member participation, under “Unit Manuals, Guides,
Handbooks & Policies,” http://volunteer.asme.org/unit/Manuals_Policies.cfm
• Leaders can find their unit's member contact information, code officers, send email to
the unit and download membership rosters. https://roster.asme.org
• “Section Program Handbook” (ASME publication ML-15) that provides some guidelines
on how to plan section programs and activities. http://files.asme.org/Volunteer/Unit/12457.pdf
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Discussion of Marketing Challenges / Pain Points
Using this example, or an example from your own ASME activities, please
share some of the marketing challenges (or pain points) you have
faced…
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Session Objectives Revisited
Gain an understanding of marketing from a theoretical and practical viewpoint
Get prepared to lead your units in planning, creating and implementing marketing activities
Participate in an activity to market an ASME online technical event
Share your own “pain points” and marketing challenges
33
Key Takeaways
• Effective marketers create value, communicate value and deliver value
• Marketing includes the 4 “P’s” plus knowing your target market You can’t just concentrate on 1 or 2 of the “P’s”
• At ASME, we market both “mission related products” and “revenue producing products”
• Keep the 9-point Marketing Checklist in mind to ensure a successful program
• Use the volunteer resources available on asme.org and the best practices you heard about today
• Have fun! Marketing is not as hard as engineering!
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Becoming a More Effective Marketer
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For questions or comments Michael Kreisberg
KreisbergM@asme.org
Presentation available at events.asme.org/ltc13
/session_presentations.cfm
Questions?
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