American Marketing AssociationLeadership Summit

April 2005

Think Small and Grow Big

Wes Morgan, Spencer Williams and Ric Sweeney

Introductions

• Who are you? (I am…)• Why are you here? (Because I want to be the

Next American Idol)• What are you going to do? (I hope to take some

of the ideas from this summit and …)

Programs

• A bit of advice: Do quality programs and the membership and enthusiasm will follow.

• Balance/content + lead time + communication = attendance/participation

• Networking• SIGs - Consider your market. Consider the full

scope of industries and expertise.

SIGS

Market Segments Automotive Healthcare Accounting

Professional Segments Industrial Design Community Events Professional Services

Consumer Products Manufacturing Not for Profit

Broadcast Business to Business Development

Program PlanningJULY AUG SEP OCT

NOV DEC JAN FEB

MAR APR MAY JUN

What can I do for you?

• This ought to be the first thing you say to a new member. But it also is something you should ask your core members often.

• As a leader you should be seen as someone who can make life better for your constituents.

Vote for Pedro

• “Vote for me and all your wildest dreams will come true”– from Napoleon Dynamite

• Naturally you can’t do that but people will love you for allowing them to believe you actually care.

The Job of Any Association

• Addressing the common goals over those of one individual

Networking

• Dig Your Well Before You’re Thirsty– Harvey Mackay

Heads Down

• Show of hands. • Career Crisis within the last year?

– Job loss?– Lost a key account/client?– Merger/Acquisition making your position less

secure?• Kitchen Table Research Report

Defend Marketing

• The AMA is an awesome platform for defending what we do.

• Ideal: Accountable, Measurable, Proven Performance, Proven Value

• Unfortunate reality (all too often): Marketing activity is seen as OVERHEAD.

• Look out! (Make sure your network is in place)

The Ripple Effect

• No man is poor who has friends. Thanks for the wings. – Recall the touching ending of Jimmy Stewart Movie

It’s a Wonderful Life

WOW

• Three-quarters of American Business have NO PAYROLL– New Business– Start Up Business– Sole Proprietor

• Incredible - think about that.

WOW

• Over 50% of new jobs in America are created by Small Businesses

• We need to consider that and its impact on Marketing - as a profession.

Where is the New Frontier?

• Professional Services– Accounting, Law, Financial Planning

• Small Business• New Business - New Businesses are New

Brands!• As marketing leaders we need to open some

eyes

Champions of the Profession

• Advance the study, practice and teaching of Marketing– Carry the flag– Get members to understand the cause– Recruit others to join the crusade

SLU - Marketing Club

• I was invited to speak to the Marketing Club at Saint Louis University

• I was impressed by the turnout in October• Marketing is #1 major choice of incoming

Freshmen• A quick survey• The New Undecided?

Dinosaurs

• Respect your history and honor those who came before you (Seek advice from experience).

• But beware of Dinosaurs. • Past presidents and past leaders have a right to

judge you but• You need to lead with your own style --------

(play to your strengths)

Parrot

• A little story about visiting PCC leader– Wondering

• What tools are available for chapter leaders?• What are some of the proven methods for programming,

membership, and chapter leadership?• How can leaders best prepare for their upcoming term?• What might be a good basis for a board retreat?

The Good. The Bad. The Ugly.

• AMA is a platform• You represent a brand that has been developed

over 55 years• Like all brands - a few bad experiences can

quickly erode the perceived value of the brand• Be a good brand steward!

The Good. The Bad. The Ugly.

• Example of a Good Program:• Case History of Duncan Hines

– Aurora Foods (now part of Pinnacle Brands) GM of Bakery Products Division

– History of brand including vintage TV advertising– Over 100 people– Devil Food Cake Cupcakes w/ Icing,Sprinkles

The Good. The Bad. The Ugly.

• Example of a BAD Program:• A start-up company asks for a slot on AMA

program calendar. No track record. But may have a pretty good topic/idea.

• Turns out to me a big promotion for his/her company.

• There is a fine line. It’s important to brief the speaker.

The Good. The Bad. The Ugly.

• Example of a UGLY Program:• Fortunately this presentation had a very small

audience. What was promoted as Marketing presentation was actually a Multi-Level Marketing scheme. (Small audience thank God)

Mix it up.

• Niche Event• Panel• Rounds of 8• Classroom style• Rubber Chicken• Lunch - Power Breakfast• Networking Evening Event

Meet the Need - Exceed the Need

• MIND - Information - training, mentoring, knowledge, understanding, creativity.

• BODY - Direct Response, Telemarketing, Research, Print/Design, Strategy Development.

• SOUL - Inspiration, Career Planning, Belonging to something larger than self.

Put it in Writing

• Your chances of success are exponentially improved if you and your board put a plan in writing. – Retreat– Launch - book it and communicate– Review at least quarterly– Core plan in place - be flexible and open to

opportunities along the way.

Competition

• AMA is unique and serves a specific group• However, there is a lot of competition for your

audience• Also plenty of overlapping agendas -

PRSA, BMA, Ad Club, etc• Not to mention routine business

and personal affairs of daily life• Deliver value and they will come back

Content

• Our association was once accused of being “content driven” compared to the Advertising Club– Mostly we were flattered (we’d rather be

studious/bookish than party animal)– However, we did implement a very successful

program of social/networking events without sacrificing the quality of regular programs

The Leaky Bucket

• Membership consists of two marketing challenges– New Members– Retention

Reach Out

• Don’t underestimate the power of our brand.• Every market is different: Detroit - maybe Auto

Industry, South Florida it might be Tourism, In Silicon Valley it might be Technology/Software.

• Understand your market/customize your calendar. But don’t go overboard - you can take it too far.

GO TEAM!

• Mind - Be Smart.– Be a marketing person. Be Strategic.

• Body - Have fun.– Have energy. Have enthusiasm. Make it happen. It

will be contagious.• Soul - Believe.

– Have goals (group and individual things - big and small).

Wesley A. Morgan

Make Good Brands Better and New Brands Knownmorganwes@aol.com

2 Glenmaro LaneSt. Louis, Mo 63131

314 692-7982