October 2003
MARKETING ANGEL ™
Networking key to reaching customers
Copyright © 2003 Blethen Maine Newspapers Inc.
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Success means focusing on a target audience (September 2003) Exploring Consumerspace (August 2003) Separating Angels from Demons (July 2003) Successful branding goes beyond the logo (June 2003) ShopTalk 'Marketing Angel' tries to separate from the pack: A conversation with Kimberly McCall, Marketing Angel.
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In my new book, Sell it, Baby! Marketing Angel's 37 Down-to-Earth & Practical How-To's on Marketing, Branding & Sales, I discuss numerous methods to market products and services. One of the most powerful ways to reach customers is through networking and the resulting referrals. I've had particular success networking through Maine Public Relations Council, and now there's a new trade organization in town. The Portland Marketing Association is trying to establish a Portland chapter of the American Marketing Association (AMA), an organization with more than 38,000 members worldwide. I asked the president of Portland Marketing Association, Stefa Normantas, about how the trade organization got its start, found its target membership and why marketing professionals should join.
Marketing Angel: How did the Portland Marketing Association get started?
Stefa Normantas: The Portland Marketing Association (PMA) began with a few individuals very committed to seeing a local chapter of the American Marketing Association established here in Portland. Don Russell and Griff Orlando began laying the foundation and a like-minded steering group developed. Today we have a formal board in place and are beginning a membership drive.
Marketing Angel: What's the mission of PMA?
Stefa Normantas: We're an advanced-learning, nonprofit organization of marketing-oriented professionals committed to educating our members, and the region as a whole, on the immense powers of marketing. My goal as president is to develop top-level programming and draw together a strong marketing community.
Marketing Angel: How many members does the group have? Who would benefit from membership?
Stefa Normantas: We're just beginning our membership drive. Our goal is 75 members this first year, so that we can become an official chapter of the American Marketing Association. We're almost halfway to our goal. Anyone who is in the marketing profession — academic or practitioner — would benefit from the programming and networking opportunities. It's a perfect fit for someone who is a marketing director or has marketing responsibilities in his or her job. As a chapter of the AMA, members receive the resources of a national trade group paired with local benefits.
Marketing Angel: What are membership fees?
Stefa Normantas: AMA annual dues are $195 and local chapter dues are $50.
Marketing Angel: Are there any cross benefits for PMA members interested in AMA events?
Stefa Normantas: The AMA provides a strong roster of benefits to its membership. There's plenty of high-level programming at member rates, free subscriptions to its trade publications, access to white papers, research, demographic information, free web seminars, and a resource-packed, members-only web site. PMA [offers] strong local benefits such as a free one-year subscription to Mainebiz, advertising discounts from the Portland Press Herald, a free month of web hosting from Maine Hosting Solutions, access to top-level programming, special "back lot" tours, members-only Web sites and even some free chocolate from Haven's Candies.
Marketing Angel: How will be PMA be different from other trade organizations, such as Advertising Club of Maine?
Stefa Normantas: There's never been a trade organization in Maine devoted exclusively to marketing professionals. While the Ad Club does a terrific job serving the advertising community, there's a whole community of marketers who don't have a place to go to learn and meet with their peers.
Marketing Angel: What events are on tap?
Stefa Normantas: Our first seminar is "Understanding the Value of Market Research." We've brought in two nationally-known market research experts, Rodney Cober from Burke Research in Cincinnati, and Judy Melanson from Chadwick Martin Bailey in Boston. They'll present the latest in marketing research techniques for developing and launching products, all using real-world examples from a variety of industries. Gretchen Kruysman, director of marketing from Thos. Moser and Nathaniel Bowditch, from the Maine Office of Tourism, will provide a local case study perspective. It's Friday, Oct. 17 at the Marriott at Sable Oaks from 8 a.m. to noon. (We had to move from the Eastland due to a high level of interest in the program.) PMA members: $35, Non-members: $45, Students: $15.
We're following that up on Thursday, Nov. 6 with a back-lot tour of Allagash Brewing. Owner Rob Tod will provide a tour and Woodbury & Morse Advertising will present a case study on the marketing approach of Allagash. We think it'll provide a great glimpse into how to market in a highly competitive and regulated industry in a fun, informal atmosphere. ($20 per person.)
Kimberly L. McCall (a.k.a. Marketing Angel), is president of McCall Media & Marketing, Inc., a business communications and writing company in Durham, Maine. She's the author of Sell it, Baby! Marketing Angel's 37 Down-to-Earth & Practical How-To's on Marketing, Branding & Sales. McCall writes the monthly Sales Force column for Entrepreneur magazine, and contributes to inc.com, MarketingProfs.com and The Wall Street Journal's StartupJournal.com. To buy her book and sign up for a free e-bulletin visit www.MarketingAngel.com or contact McCall at 207-865-0055.