Our Spring Membership drive will end on June 7. We would love to have you as a member – go to our website and hear from five marketing professionals on why they are a member.

Join during our membership drive and you will get:
·         Waved $30 activation fee (use code SPRING30)
·         $20 off a NAMA Power lunch event
·         Membership orientation event this summer, where you can see how you can maximize your AMA membership and start networking with other new members
·         Receive a copy of Mack Collier’s new book, “Think Like a Rock Star.”

Still undecided? Need a business case for your boss? Sure, we can do that:
·         Being a NAMA members saves you $15 on each of our Power Lunch event, and normally $5 to $10 on our SIG events
·         You get access to NAMA member-only events or attend free to events like our March Emma workshop on email marketing (a $40 value)
·         We should also mention the many AMA benefits – free webcasts, white papers and monthly publications and newsletters

Use this link to start your membership today – and then Meet Us at NAMA!

For this special mixer on June 11^th we’re heading south to Porta Via in Cool Springs. Admission is free, but we recommend bringing your wallet and your appetite for the Italian deliciousness Porta Via serves up. Good food and good communication—what more can you ask for? See you at Porta Via on June 11^th!

NAMA’s June Mixer
Tuesday, June 11
PortaVia in Cool Springs
3301 Aspen Grove
Franklin, TN 37067
5 p.m. to 7 p.m.

These valued sponsors support NAMA’s efforts.

In some way, shape, or form, events are probably a part of your inbound marketing strategy. Whether that means attending, sponsoring, or hosting your own industry event, every marketer should be thinking about how events fit into their overall inbound marketing strategy.

But here’s the thing with industry events — they can be costly. So as much as you might like to drop everything and hop from event to event, you have to make some choices, picking and choosing the events that will be the most beneficial for your business to either attend, or sponsor.

So how do you make that choice? You figure out what your business goals are, and whether these events you’re considering align with them. To make things a little less floaty than all that, we’ve thought through the criteria you should consider when budgeting for event attendance and sponsorship. Hopefully, this will help you decide whether it’s worth it for you to shell out dough for that next industry event.

How to Evaluate Whether You Should Attend an Event
Whether you’re trying to decide whether to attend INBOUND 2013 or another industry event, here are some important things you should consider …

1) Evaluate the Content

Before you sign up for an event, check out the sessions and speaking topics available to attendees. Strive to choose events with a mix of high-caliber speakers you know you can learn from, and topics that address pain points for your business (or your own job). Depending on your reasons for attending, you may also want to look for opportunities to participate in hands-on workshops or different session formats that align with the way you absorb content best. For some people, talking heads can only get them so far, you know?

Take a close look at the agenda, and evaluate whether the content of those sessions would help you come back from the event either better at your job, or ready to make better decisions for your business. If an SEO expert with 10 years of experience is looking for an industry event that will teach him or her something new, the content will be wildly different than, say, email marketers who are just looking to get a solid SEO foundation to help become better marketing generalists.

If you’re going to be able to improve either your own career, your business, or both, based on the content of an event, the money will probably be well worth it. (Tip: Don’t be afraid to ask the event planners questions to make sure the content jives with what you’re looking for. They may be able to give you a more nuanced description of the sessions than what you find on an event website.)

2) Research the Attendee Profile

One of the most valuable takeaways you can get from a live, in-person event that you cannot get from other remote forms of education is the opportunity to meet others who are in similar positions to you — or heck, positions totally dissimilar to yours. Both scenarios are rife with learning potential, and personally, I think it’s one of the most fulfilling parts of attending events.

The attendee profile is certainly one way to tip the scales in an event’s favor if you’re looking to get something really specific done, like strike up a co-marketing partnership with some of the folks who will be in attendance. But it doesn’t have to be as specific as all that. If you check out the attendee profile of an event and see that there are plenty of folks you could learn from, or perhaps lots of prospects your sales team might want to connect with, that’s a perfectly good reason to lobby for attendance at a particular event.

Many larger, annual events will publish an overview of the previous year’s attendee profile — in aggregate — on their website. For smaller events that use event registration websites like Eventbrite, you may be able to get a closer look at who is attending. If neither is available, contact the event organizers to see if you can get a better picture of the event’s attendee makeup.

3) Consider the Networking Opportunities

So maybe you’re salivating over the attendee profile, but it’s also important to consider whether the structure of the event actually provides opportunities to interact with other attendees. Some events focus on the content, some focus on the networking opportunities — and the best ones focus on both. If you’re in this for the networking opportunities, check to see whether there are social events planned that will easily lend themselves to chatting. That may mean long breaks in between sessions, multiple parties at night, or even the chance to talk to speakers after their presentations. The opportunity to meet people in your industry in similar roles is something that is invaluable to companies, and can only really happen en masse at events.

4) Research Potential for Brand Awareness

For some companies, branding — and brand association — is critical to breaking into new markets, connecting with their buyer personas, or just standing out among the competition. If you’re that company, it might behoove you to have some employees in attendance, particularly if this event attracts a boatload of your target market.

You may also find it valuable to have a brand presence if a lot of your current customers will be at a particular industry event. And not just to prevent a competitor from sniffing around. Customers can be some of the best advocates for your company, and if you have employees talking with customers at an event, your brand will be on their minds when they’re talking to others that are not yet your customers.

How to Evaluate Whether You Should Sponsor an Event
Trying to decide whether you should sponsor an event? Here’s what to consider …

1) Seek Out Speaking Opportunities

Before you sponsor an event, see if you can have an even more powerful presence at the event through a speaking engagement. Most events will likely have sessions where you can either educate attendees about an industry topic, or talk about your company and the industry — growing not just brand awareness for your company, but also your thought leadership and credibility in front of an importance audience. Oh, and that doesn’t even include the hundreds or thousands of people who may be following the event on Twitter!

If you are considering event sponsorship anyway, you might find opportunities as a speaker help get you an added level of visibility that can really make your investment worth your while.

2) Get to Know the Audience Profile

One of the most important factors to consider before sponsoring an event is the attendee profile we talked about earlier. As a potential sponsor, ask questions like, “Are the attendees decision makers?” “What role in the company are the attendees? Managers? Directors? C-Suite?” “What industries are represented?” “How many attendees will be at the event?” The answers to these questions can give you a better idea of whether or not a large portion of the attendees align with your target market. (Tip: Even if the audience aligns perfectly with your buyer persona, consider whether you need to shell out for a sponsorship to get to know these folks. You may find you’re already reaching most of them in other, less expensive ways — like through social media, or blogging.)

3) Investigate the Other Sponsors

Before sponsoring an event, take a look at who else is sponsoring and/or speaking at the event. Surrounding yourself with reputable, relevant names should be central to your decision-making. Think of it this way — with great sponsors also come great attendees who are definitely worth surrounding yourself with.

You may also want to take a look at what events companies in your industry are sponsoring. If your competitors — or even complementary companies — are signing up to sponsor an event, it’s a good indication you should have some presence there as well.

4) Establish the Media Presence

Many events attract journalists and other influencers. See if that’s the case with any events you’re considering sponsoring, and whether you’ll be able to get some face time with anyone. Many event organizers will provide the opportunity to invite certain professionals in the media to the event if you are interested in meeting with them.

Events are a great way to do a little media hobnobbing — or at the very least, get your brand and name in front of the media in a natural, contextual way. This is also an excellent way to get some coverage from outlets that aren’t nearby your company’s home base.

Derek Young

Earning trust. It’s one of the essential steps of selling. How are some marketers seen as trusted advisors while others never earn the ear of clients to make an impact? Motivational speaker Derek Young says there are specific techniques we can employ to improve our trust-building skills. Come listen at the NAMA June Power Lunch as Young provides insight that can improve any businesses’ marketing and sales strategy.

As President of Young Motivation Group, Young helps to transform how great brands such as AT&T, CAT Financial, Johnson & Johnson, Tractor Supply and others achieve greater results through leadership programs on culture, performance and team building.

At our June 6^th lunch at the midtown Hilton Garden Inn, you’ll hear why it’s so vital to:

-Learn the priorities of your clients’ business to gain or sustain sales
-Understand the business models your clients use
-Accelerate your learning to match your clients’ knowledge

Derek began in the business world as a 20-year-old internal auditor for the Federal Reserve Bank. Now as a corporate consultant for some of the largest organizations his unique strategies for managing people have helped shape companies such as Cracker Barrel, Dollar General and Sprint. In addition to his professional accomplishments, he views civic responsibility as equally important. He’s been honored as the March of Dimes Volunteer of the Year, the Big Brother of the Year and a YMCA Top Achiever.

Jim Wright, Executive Chairman at Tractor Supply Company speaks Derek’s praise. “Derek brings a wealth of knowledge and experience, but most critically he has demonstrated the ability to speak our language. He has added value to our initiatives from the blank page to the final rollout and is considered a valued team member of Team Tractor Supply.”

These valued sponsors support NAMA’s efforts.

Cynthia Price

Join us at NAMA’s Non Profit SIG with Cynthia Price, Director of Partner Development at Emma on Wednesday, May 22, to learn the basics of e-mail marketing for non-profits.

More nonprofits are turning to e-mail as a cost-effective way to start and grow relationships with potential donors and other constituencies.  Learn how e-mail marketing can help your organization build a loyal, involved base of supporters.

Cynthia Price leads Emma’s partner development efforts, working to bring lots of fabulous new partners into the Emma community. A Nashville native and graduate of Miami University in Ohio, Cynthia has employed her natural ability to build relationships on both a local and national level for over 15 years. We’ll see you on Wednesday, May 22!

NAMA’s May Non Profit SIG
Wednesday, May 22
Emma
9 Lea Ave. Nashville, TN 37210
8:00 a.m. to 8:30 a.m – Registration, pastries and coffee and NETWORKING
8:30 a.m. to 9:30 a.m. – Session
COST: $15 for NAMA members / $20 for non-members
Complimentary Parking

As always, a great big thanks to our media sponsor, The Nashville Business Journal, and our printing sponsor, Marshall & Bruce.

Sara Kemp

Last year, I was faced with looking for a job for the first time since 1999. Excited about new opportunities, but knowing I needed to step up my game, I joined the AMA and NAMA. AMA webcasts have helped me identify areas where I needed additional training and discover new interests within the marketing field.

A recent AMA webcast, Online Optimization: How to Optimize Your Website for Critical Success, presented by Shmuli Goldberg of Clicktale and Hannah Paramore of Paramore, offered a great introduction to behavioral analytics. While Google Analytics offers helpful statistical data, it cannot report what a customer does once inside of a webpage.  Clicktale offers heatmaps which anonymously track every mouse move, click, and keystroke made by website visitors. Who wouldn’t love an opportunity to look over your customer’s shoulder and see how they view your site?

Paramore detailed how they used Clicktale in the redesign of Gatlinburg.com and found that the data helped them develop navigation wording and call to action placement. With Clicktale technology, they were able to distinguish between a “hard bounce,” a visitor who arrives accidentally and leaves immediately, and a “soft bounce,” a visitor who arrives for a few seconds to get information. Those distinctions matter when determining the success of a website.

The AMA has dozens of webcasts available on demand on topics such as branding, social media, and content creation.  Take advantage of these resources that can help you in your career and keep you current in this fast-paced marketplace.

Sara Kemp is the Director of Marketing and Co-Founder of Tennessee Voices for Victims, a non-profit, crime prevention organization created in 2012.  She serves on the communications committee for NAMA.

Sara.Kemp@tnvoicesforvictims.org

@tennesseevoices

tnvoicesforvictims.org

Mack Collier

Justin Bieber–37 million, Lady Gaga–35 million, Rihanna–almost 30 million. These musicians each have Twitter followers equaling about one-tenth of the U.S. population! How do musical artists attract such followings, and in what ways can you use these lessons in your own business? Social media expert Mack Collier will help you understand how rock stars cultivate and connect with their fans at the Nashville Marketing Association’s May Power Lunch, Thursday, May 2nd. Mack is a highly sought-after speaker on social media and customer-engagement topics, having presented at many high-profile conferences such as South By Southwest Interactive, Blog World and New Media Expo. He founded and moderates #Blogchat, the largest Twitter Chat on the internet.

His rockin’ presentation will show you:

• The four reasons why rock stars have fans AND
• Give you examples of brands that are achieving stellar results by applying these same lessons to their social media efforts.

You’ll leave with a game plan for using social media to better connect with your customers and empower your fans to market for you. Mack will draw on lessons from his recently published book, “Think Like a Rock Star”, which sold out of its first shipment on Amazon. The first 75 members to register will get a free, signed copy!

Join us, Thursday, May 2nd

Hilton Garden Inn
1715 Broadway, Nashville

11:00 am – 1:00 pm
Networking begins at 11:00

About Mack

Mack Collier is a social media strategist, trainer and speaker who’s been actively immersed in social media since 2005. Since then, he has helped businesses of all shapes and sizes from sole proprietorships to Fortune 100 companies better connect with their customers through these amazing tools and sites. While being passionate about the social media space, what truly excites Mack is the human connections that can result from the proper use of these social tools. His motto is “Don’t focus on the tools, focus on the connections that the tools help facilitate.” His goal is to help his clients create those connections with their customers and nurture them into relationships that help grow their bottom line.

Please give a special thanks to these businesses who support NAMA.

Attendance is free, although you may be tempted by Soulshine’s artisan pizzas, Cajun appetizers and craft brews. Everyone knows marketers are fun folks, so come ready to mix and mingle. With Soulshine’s outdoor patio, there’ll be no better way to enjoy the spring weather. We’ll see you there!

NAMA April Mixer
Tuesday April 9
5:00-7:00
Soulshine Pizza
1907 Division St
Nashville, TN 37212
5:00-7:00 pm
Free Admission

As always, a great big thanks to our media sponsor, The Nashville Business Journal, and our printing sponsor, Marshall & Bruce.

Frances Rivera

Gone are the days when marketers could rely solely on traditional media to influence consumers. In today’s world, consumer behavior is very different compared to a decade ago. The Internet has radically changed the way we think, talk, and behave as consumers.

Not a day goes by that we don’t take a trip to the online world. It’s almost like going to Wal-Mart. The retail giant boasts of being a one-stop shopping destination. The online world invites you to a “one-stop, get-what-you-need” experience at the click of a mouse.

So, if the Internet shopping experience mimics shopping at a mega-retailer like Wal-Mart, how do marketers stay ahead of the current trend and maximize revenue through the Internet? How can we help customers navigate the Internet and entice them to shop at our virtual stores?

As a marketer for LKQ, (www.lkqonline.com) one of the largest online retailers of new and used automotive parts in North America, my main focus is to utilize cost-effective methods to bring in traffic to LKQ Online. LKQ Online carries a nationwide selection of alternative new and used replacement parts for just about any vehicle.

One way we’ve reached new customers and grown revenue is through Google AdWords. Google’s online advertising program has expanded LKQ’s reach with contextually targeted display ads. And there are similar programs available, such as Bing and Yahoo AdWord Center.

There are benefits to advertising with Google, Bing and Yahoo. For instance, companies can reach potential customers precisely at the moment they are searching for the kinds of products and services they offer. When a customer does a search on Google for an LKQ engine, an ad about LKQ engine is triggered to appear beside the related search results to connect them with our products. Those who click on our LKQ ad are more likely to go through the sales funnel to make a purchase 0n LKQ Online. Advertising through Google AdWords gives LKQ a competitive advantage to reach potential buyers through storefront visits.

With cost-per-click bidding, there is no minimum spending commitment, so marketers can easily manage advertising campaigns by deciding how much or little to spend monthly on these ads. Limits can be set as to where your ad appears; on which specific websites and in which geographical areas (states, towns, or even neighborhoods). Your account gets charged only when someone actually clicks on the ad, not when your ad is displayed.

Another way to control spending is to schedule the ads to appear during the day when traffic is at its optimal level. Determining traffic peak hours helped LKQ Online stay within budget by turning campaigns off when traffic was low.

According to Google, its AdWords service reaches 80% of Internet users in the United States. To measure the impact of LKQ’s ads, we carefully monitored their performance through reports on Google Analytics and AdWords. These reports gave us insight as to who our customers are, where they are coming from, and how many new customers connect with our business through related keyword search terms. As our online business grew, we set metrics to understand click-through rate (CTR), conversion rate (CR), return on advertising spend (ROAI), and other useful information to determine which ads were driving sales activity to LKQ Online.

There is much more to learn as customers get better acquainted with online shopping. Who would have imagined the impact the Internet would have on behavioral consumer shopping or how valuable this medium would become to our businesses?

Frances Rivera is Multi-Channel Marketing Manager for LKQ Corporation, one of the largest distributors of new and used auto parts in the United States. She also serves as Hospitality C0-chair for NAMA.

The ability to effectively develop the elements of a marketing plan is a critical success factor for marketing professionals, business managers and entrepreneurs. NAMA is proud to host AMA’s updated Marketing Planning Boot Camp™ in Nashville on April 17-18. You don’t want to miss this professional development opportunity that will give you the foundation to create a dynamic marketing plan of your own. During the program you will work with peers in a small group setting under close supervision of an expert in marketing plan development. Each group will create a marketing plan for the case study company specified at the beginning of the session.

The Marketing Planning Boot Camp™ instructor will operate in a consultative mode with each small group to coach them on creating a unique high quality marketing plan for the case study company. On the second day, each team will present highlights of their plan to the full class and will receive constructive suggestions, critique, and feedback from the instructor. Upon completion of the Marketing Planning Boot Camp you will have the tools and the confidence to begin doing marketing planning in your own organization.

What You Will Learn:

• Why a marketing plan must effectively fit in with the overall business planning process and how to ensure it does so.
• What constitutes an effective marketing plan.
• How to effectively create and apply:
  • A situation and competitor analysis
  • Marketing objectives, action plans
  • Market segmentation, target marketing, positioning and marketing mix strategy approaches
  • Appropriate metrics to monitor plan success
• How to articulate an executive report of the marketing plan orally and in writing

At the close of the Marketing Planning Boot Camp™ you will have a complete example of a marketing plan, along with resources that you can use as a process guide when you develop a marketing plan in your own work setting!

Who Should Attend

• Persons who enjoy learning by doing
• Individuals who are proficient in marketing or have already completed the AMA Marketing 101 Boot Camp™
• Marketing professionals, business managers, entrepreneurs with a solid working understanding of marketing and who need to develop a marketing plan
• Recent college graduates in marketing

“I was amazed at how much the Planning Boot Camp opened my mind and changed my way of thinking about marketing strategies.”– Marketing Planning Boot Camp™ Attendee

Click here to for more details, pricing information, and to register for AMA’s Marketing Bootcamps in Nashville!

Cancellation Policy

Cancellations received prior to 4 weeks before the event will receive a refund minus a $75 cancellation fee. Within 4 weeks of event refunds will be granted minus a $150 cancellation fee. There will be no refunds issued on or after the day of the event.

AMA’s Marketing Planning Boot Camp™
April 17-18
Hilton Garden Inn Nashville/Vanderbilt
1715 Broadway, Nashville, TN 37203
4/17/2013 8:00 AM – 4/18/2013 5:00 PM
Register by 3/17/2013 11:00 PM for early registration fee

As always, a great big thanks to our media sponsor, The Nashville Business Journal, and our printing sponsor, Marshall & Bruce.