"Winning with Limited Marketing
Resources: Maximizing the True Cost of Marketing (TCM)"
TUESDAY, JUNE 25, 2002
By Mr. Mr. Ross Halleck, President, Halleck &
By Mr. Ian Cheeseman, President, LVA Corporate Communications
4:00 - 6:00 p.m. Reception follows. Invitation-only.
Limit: 40 participants.
This invitation-only Executive Seminar, in conjunction with Halleck
(one of the Center's Knowledge Network Partners) and LVA Corporate
Communications, focuses on providing marketing executives with the
appropriate tools to be able to:
Calculate total cost of marketing
Reduce TCM cost.
Increase the strength of marketing
efforts for competitive advantage.
Build stronger customer relationships
through a consistent and persistent brand experience.
Participants will also learn:
The latest market
development -- Integrated Marketing Groups (IMG) -- and why it is
How to continue to get the best
from your limited marketing staff and resources.
are being slashed, internal marketing professionals are being eliminated
to reduce head count, and the competition is getting fiercer. Traditional
advertising agencies have a limited focus with a bias toward specific
media, yet, freelance and independent talent requires tighter management
by internal resources that do not exist. Marketing in this environment
requires an understanding of TCM to be successful. In fact, the
only survivors will be those who affect the greatest effectiveness
and efficiency in communicating their value proposition.
During the previous
boom economy, trend was to hire the best of breed in all disciplines
of marketing services. The return on those investments, especially
in today's economy, cast doubt on the wisdom of this course. With
the plethora of media choices on the part of companies, not to speak
of the overwhelming selection of brands available in every category
in B2C and B2B, selecting multiple agencies creates tremendous managerial
challenges, not to mention tremendous waste and overlap.
An IMG can provide
a company with a non-biased approach to the right mix of media for
greatest impact and return for its marketing dollar. Incorporating
strategic services (positioning and brand strategy), PR, interactive
graphics, Web site development, and advertising, an IMG can take
a marketing strategy from concept to execution in record time. More
importantly, having each component of the media mix align with and
support the others, builds stronger brands and drives greater ROI.
THE SEMINAR PRESENTERS
Ross Halleck founded Halleck (http://www.halleck.com)
in January of 1980 as one of the preeminent creative service firms
in Silicon Valley. Since its inception, Ross has translated corporate
marketing objectives into highly effective communications solutions.
In 1993, Ross integrated the World Wide Web into its mix of marketing
support services. This included pioneering the branding of Web sites,
developing site architecture, and the strategic implementation of
the technology to accomplish marketing objectives. Halleck's first
client in this arena was Netscape. Throughout its history, Halleck
has been on the cutting-edge of sophisticated marketing techniques,
strategies and technologies. Halleck became one of the first creative
service agencies to integrate relationship marketing strategies
into its business model. Companies such as Hewlett-Packard, Agilent,
Con Agra, Edify Corp., and Sun have extended their relationships
with Halleck in the interest of providing brand communications that
leverage all touchpoints to build more consistent, more personal,
and more profitable relationships between their clients and their
customers. Mr. Halleck's strategic thinking, design excellence and
unique implementation of technology has earned him B2B Magazine's
Top 100 Award for 2001. Mr. Halleck sits on the Advisory Boards
of the Silicon Valley World Internet Center and Diamondhead Ventures.
Ian Cheeseman is President of LVA Corporate
Communications, a specialized communications agency established
in 1990 that provides public relations and communication solutions
to B2B technology clients, ranging from start-ups to multi-billion
dollar corporations. LVA provides public relations strategy planning,
consulting and implementation; media relations; industry analyst
relations; corporate communication support; and crisis management.
Its clients include Fujitsu Holdings, Fujitsu Software, Legato,
LSI Logic Storage Systems, Sophos, InfiniCon, RPA Engineering, and
PWS International. Mr. Cheeseman has spent 22 years in the communications
industry as a journalist and public relations executive. A former
Senior Vice President at CS Communications and Director, Corporate
Communications for American Express Company, Mr. Cheeseman has extensive
experience in creating and executing communications strategies for
a variety of US and European corporations. Mr. Cheeseman spent one
year working on issues for the European Commission at the Centre
de Calcul in Luxembourg. Prior to moving to the United States, he
was a Managing Partner at one of the UK's leading high tech and
financial PR consultancies. He is a former editor-in-chief of Computer
News, a 100,000 circulation weekly newspaper for the UK computer
industry. He has also held senior management and consulting positions
in the data processing industry.
FOR FURTHER INFORMATION
This is an invitation-only program. Those interested
in possible participation and are director- and executive-level
marketing representatives of mid-sized companies (please no start-ups),
send your name, title, company, company Web site, email address,
and telephone number to:
Dr. Venilde Jeronimo
Senior Director, Client Services
Silicon Valley World Internet Center