Workshop: "Marketing Strategies to Build Long Term Relationships"

Today the world of marketing is confusing. What works, what doesn’t? Is your marketing producing bottom line results? Are you reaching your target audience? In this workshop, Alan Gonsenhauser discusses how marketing has morphed over the years and come back full circle.  You’ll leave with new knowledge of how to use today’s powerful marketing tools to give your firm the strategic advantage it needs to succeed.

In the past traditional marketing focused on a “shotgun” approach. Messages were pushed out to wide audiences, with the hope of a broad awareness of the company’s offerings. Messages were widely transmitted through advertising, direct mail, websites, trade shows, public relations, and sales forces. This “push” approach is expensive, not very targeted and hard to measure. You’ll learn what parts of this approach remain viable.

Since 2000, the web and social networking have changed that paradigm with tracking leads, analytics, and the ability to tailor messages to begin building relationships on-line. Companies today also drive sales via email campaigns, mobile ads, SEO and Pay Per Click. This age of the web and measurement began the transition to “pull” marketing; discovering what audiences are searching for and appealing to them. You’ll learn the pros and limits of this approach.

In 2013, marketing is “back-to-the-future”. You’ll explore the crucial role of researching in understanding key audiences. You’ll learn how extensive research of target audiences, understanding your meaningful point of difference, and communicating in a powerful way, are today’s keys to successful marketing. You’ll see examples of how master marketers communicate messages that result in customers realizing it’s in their best interest to let you help them.

Key Benefits to Today’s Workshop:

• An understanding of what parts of the old and new marketing really work today
• How to leverage the powerful tools of social networking, email, and the web
• How target audience research underpins marketing success and the tools and methods to do it
• An understanding of Pull Marketing and relationship building, and on-line advertising
• How to craft meaningful messages and execute with the “Power of Two” so target decision makers respond to your outreach

PRESENTER: Alan Gonsenhauser is a global healthcare and high-tech marketing general manager who accelerates revenue, profitability, and customer satisfaction. Alan drives revenue and market growth for firms with disruptive technologies and business models at the intersection of healthcare and technology. He currently is Senior VP and CMO at Biscom, the leading enterprise fax and secure file transfer firm in Chelmsford, MA. Earlier Alan was VP of Marketing and Customer Operations at Straumann, N.A., a Swiss global dental implant device and digital dentistry leader. He also held positions as EVP and CMO for Independent Health, a $1.5B health plan; VP Marketing at GE Healthcare Financial Services; and VP, General Manager of Lifeline System’s Senior Living Division.

The Professional Development Collaborative is a 501 (c) 3 non-profit that provides training for professional who are employed or in career transition.