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Local-global Mktg Strat

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Published on January 13, 2009

Author: aSGuest10396

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:  LOCAL AND GLOBAL MARKETING STRATEGIES FOR TECHNICAL DIVISIONS Burt Dicht, Director, Field Services, SFO Michael Michaud, Director, Regional Support Dichtb@asme.org Michaudm@asme.org TEC 2004 Pittsburgh, PA Slide 2: Workshop Objectives Section Activities Overview Section Outreach Tools Field Office Support Marketing Technical Conferences Local Sections Field Office DLP International Case Study Summary Q&A AGENDA Slide 3: Increase Local/Technical activities Focus and Maximize ASME’s Resources Improve the working relationship between technical divisions and local sections Learn how sections and field offices can assist a technical division with their activities OBJECTIVES Unit Objectives : Unit Objectives Divisions Hold Global Technical Conferences Become Society’s Technology Clearing House? Sections Serve local Membership and local Engineering community Often lacking outside content SECTION ACTIVITIES : SECTION ACTIVITIES Programs for Technology Exchange Professional Development Short Courses Technical Meetings  Technical Conferences Trade Shows Plant and Facilities tours   Student Programs Pre-college Programs Public Affairs and Engineering Outreach Town Hall Meetings ME Landmarks Government Affairs Section Activities : Section Activities Increasingly Technical Buffalo Section - Fundamentals of Fuel Cell Components and Systems Ontario Section - NDT Seminar Pittsburgh Section - Seimens Westinghouse Fuel Cell Tour Inland Empire Section - Hydraulics Seminar Santa Clara Valley Section – Nanotechnology Las Vegas Section - Hydrogen Fuel Demonstration Project North Texas Section “Reliability, Component Engineering, HALT and HASS” w/ TYCO SECTION OUTREACH TOOLS : SECTION OUTREACH TOOLS Online Member Data Base Current listing of all section members including students Used for demographic studies and targeted marketing of programs List Server – E-mail announcements that can be be sent to all members with an e-mail address Used to announce programs and to request information Newsletters Printed and electronic Industry Advisory Boards and Industry Representatives (Not all sections) FIELD OFFICE SUPPORT : Review Section plans, programs and operations and provide suggestions Section and Industry Relations Assist in training of officers Aid in setting up programs, short courses, tours, industry visits Local Event Planning Site selection Registration Site logistics Marketing (demographic studies,member contact, announcements, web page design) FIELD OFFICE SUPPORT MARKETING TECHNICAL CONFERENCES : MARKETING TECHNICAL CONFERENCES HOW CAN A LOCAL SECTION ASSIST A TECHNICAL DIVISION? The Current Scenario: Under the Conference Planning Process a technical division must notify a section when a conference is scheduled in that section’s area The section must provide written confirmation that it has been notified That is where the process ends. Seldom are sections invited to participate. MARKETING TECHNICAL CONFERENCES : MARKETING TECHNICAL CONFERENCES SECTIONS OFFER LOCAL ACCESS TO MEMBERS, INDUSTRY AND ACADEMIA Demographic Studies Using Online Database. Sort members by: Company Position or Job Title Technical Interest Location (City or Zip Code) MARKETING TECHNICAL CONFERENCES : MARKETING TECHNICAL CONFERENCES USE THIS INFORMATION TO TARGET: Local Members Interested in Technical Topic Local Companies Involved in Technical Topic Universities FOR THE PURPOSE OF: Attracting Potential Presenters Attracting Potential Attendees Attracting Potential Exhibitors MARKETING TECHNICAL CONFERENCES : MARKETING TECHNICAL CONFERENCES SECTIONS CAN: Advertise the conference in their newsletter or on their website Send e-mail alerts to the membership Promote the conference at technical meetings and other section events Hold an industry event (i.e., a breakfast or reception) targeting the companies involved in the technical topic MARKETING TECHNICAL CONFERENCES : MARKETING TECHNICAL CONFERENCES SECTIONS CAN ALSO: Provide information on local attractions and tours Provide volunteer support for the membership booth and other aspects of the conference Tie the conference to a section program or other activity These extras can serve to enhance the experience and value of attending the conference! MARKETING TECHNICAL CONFERENCES : MARKETING TECHNICAL CONFERENCES HOW CAN THE FIELD OFFICES HELP? Use existing local relationships to develop program possibilities Expand demographic studies to surrounding sections Promote conference to other surrounding section members through e-mail Coordinate marketing effort with other sections Conduct industry visits at targeted companies to promote the conference and provide exhibitor leads Method for Success : Method for Success Coordinate with Engineering staff and Field Directors Early Identify Target Industries and Companies Coordinate Director Visits to include Needs Assessment Partnership opportunities Marketing strategies Local Involvement Promoting Your Division : Promoting Your Division Distinguished Lecturers Program Each year the DLP provides technical speakers (at no cost) as a service to ASME Sections.   The DLP averages 14-16 speakers, delivers an average of 100 lectures to an average total audience of 2,500-3,000 For Divisions No-cost Advertising and Recruiting Tool Possibility to promote Division/Technology Assess new markets, identify new partners International Statistics : International Statistics 7% of ASME’s Membership 25-50% of Authors* 37 % Web Traffic 44% of BPV sales* What is missing? Participation on Conference Committees, Involvement in Technical Planning Groups, *estimated Member Involvement : Member Involvement Make room for more member involvement Create outreach mechanism to respond to technical requests from Sections Develop “corresponding” members Develop on-line interest groups Diversify programs and activities Support more local activities Technical Conferences : Technical Conferences ESDA Engineering Design, Systems and Analysis July 2004 – 550 abstracts July 2002 – 319 papers (with RXIII) July 2000 – 185 papers 32 sessions July 1998 – 285 papers 47 sessions July 1996 – ?? papers 72 sessions July 1994 – ?? Papers ?? Sessions ESDA 2002 – 89% Intl Authors International Development : International Development Coordinate activities Develop Strategic Focus Think small, start with lectures and workshops Charge speakers with research and contact building Coordinate International aspirations and activities with Field Office to leverage Society’s interest. SUMMARY : SUMMARY Together, We can: Leverage Industry – locally and Globally Improve Technical Events Attract conference presenters Provide exhibitor leads Improve conference attendance Greater Technology Distribution More Focus on Core Markets More local technology Share Resources Strengthen the Society FIELD OFFICE CONTACT INFORMATION : FIELD OFFICE CONTACT INFORMATION International Field Office (Region XIII) Phone: (212) 591-8471 www.asme.org/international/regionxiii Eastern Field Office (Regions III & IV) Phone: (800) 221-5536 www.asme.org/regions/ero Midwest Field Office (Regions V, VI & VII) Phone: (800) 628-6437 www.asme.org/regions/mwro Northeast Field Office (Regions I & II) Phone: (800) 628-5981 www.asme.org/regions/nero Southern Field Office (Regions X & XI) Phone: (800) 445-2388www.asme.org/regions/sro Western Field Office (Regions VIII, IX & XII) Phone: (800) 624-9002 www.asme.org/regions/wro WORKSHOP EXERCISE : WORKSHOP EXERCISE The Widget Engineering Technical Division selected Endor as the site for its 2005 Conference. Endor is a medium size metro metropolitan city with 682 members. There is a mixture of manufacturing and emerging technology companies located within the section boundaries. There are also two universities located in the section. The Endor section has a functioning executive committee and their activities have focused primarily on section meetings and plant tours. WORKSHOP EXERCISE : WORKSHOP EXERCISE How would you go about inviting the Endor Section to participate in the conference? Based on the section demographic, how do you see the section helping with the conference? What major roles do see the section performing?

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