“Pull Marketing” in a “Push Marketing” World
GSB Marketing Roundtable
September 20, 2006, 6:00 PM - 8:00 PM
While direct marketing campaigns still work, they must be balanced with strategies designed to attract self-forming communities which use new technologies to make their marketing decisions. Whether you are in a B-2-B or B-2-C company, this session will highlight the “cutting edge” marketing programs which use new and established technologies to impact high value target communities. Learn more.
Event to Outlook
Marketing Synergy, Inc
6:00 PM: Registration
6:30 PM - 8:00 PM: Program
8:00 PM: Networking and Cash Bar
Please register by 9/19/2006
Scott McGarvey, '81
At the start of the 21st century, rapid changes in consumer media use, increased technology use at home and work, and growing sophistication of web and blog sites have impacted traditional and direct marketers. While direct marketing campaigns still work, they must be balanced with strategies designed to attract self-forming communities which use new technologies to make their marketing decisions. In this session, Randy Hlavac – President of Marketing Synergy, Inc and a professor of Integrated Marketing at Northwestern University – will present a case based presentation showing how community “push” marketing is being used to expand market share and increase the lifetime value of key target markets.
By attending this session, you will:
1. Learn how to sense communities in the “web world
2. Determine their needs and drivers to action to create web and direct marketing programs to drive them to action
3. Learn how to develop web touchpoints for visitors to provide email and key information you need to determine the best information, products & services to sell them
4. See the bottom line impact creating community-based marketing programs can have for your company Whether you are in a B-2-B or B-2-C company, this session will highlight the “cutting edge” marketing programs which use new and established technologies to impact high value target communities.
President, Marketing Synergy, Inc
In 1990, Randy Hlavac founded Marketing Synergy Inc which is dedicated to assisting clients in developing CRM and database marketing systems designed to enhance customer value and increase market share.
Currently, the company consists of executives and senior consultants with specializations in community development & valuation, predictive modeling and database analytics, marketing database and web technologies development, and data hygiene & enhancement systems.
Prior to starting MSI, Randy was Director of Marketing Research Services at MetroMail. At MetroMail, he created the Data Mining group. He and his staff were responsible for developing strategic and tactical market measurement and predictive targeting systems for clients including Time Warner, Colonial Penn, and Meredith Publishing. Randy have over 25 years experience in developing and implementing customer-centric marketing systems. His experience in justifying, defining, developing and implementing direct marketing and database driven marketing, e-commerce, and customer service systems and directing the change management process necessary for success has allowed Marketing Synergy to grow through 'word of mouth' as one client recommends the company to others.
In addition to running Marketing Synergy, Randy has been an adjunct professor of integrated marketing at Northwestern University for the last 12 years and is a frequent speaker at local, national, and international marketing conferences and is a guest lecturer at area colleges on the topics of data mining, search engine optimization and pay-per-click advertising, and community valuation and development.