Cincinnati AMA among best chapters in N America

The Cincinnati Chapter of the American Marketing Association found out recently it has been judged to be the third best chapter in North America for 2007-2008 by a national AMA judging panel in Chicago. Cincinnati finished third behind Houston and Nashville. This is the best showing by the Cincinnati chapter in six years. Judges cited the chapter's membership growth (more than 100 professionals in the past year to an all-time high of 576 members), the growth of its luncheon programs (averaging 125 each month) and the boost in volunteers by more than 65 percent to over 100. Hopefully, information such as this will help position Cincinnati as a hub for marketers and branders.

Going Out With a Purpose Driven Brand

Jim Stengel, Global Marketing Officer for Procter and Gamble, officially retires from the company after a 25-year ride on October 31st. He treated more than 200 attendees of the first ever University of Cincinnati College of Business Marketing Summit to the tricks of creating what he called a purpose-driven brand. No tricks really. He defined a brand as

the collective intent of people behind it (a product, idea or service) manifested in actions they take.

I particularly like the example he used of Goldfish. He said it's not simply a snack but is described by creator Peppridge Farms as existing to instill optimism in children. When I think about how excited my nine-year old used to get about buying and eating goldfish (notice I said used to--adolescence is creeping lower and lower as the years pass by), I can begin to appreciate this take. Imagine how a statement like that would motivate your employees who seek a nobler purpose than just collecting a paycheck.

I'll leave it to the mainstream local media to dissect the rest of Stengels's comments.
http://cincinnati.bizjournals.com/cincinnati/stories/2008/10/06/daily58.html

I was very impressed with UC's faculty at today's event. Although in talking with organizers they are already worrying about how to top this year's successful launch. A number of teachers/administrators made the effort to walk around to the different tables making guests feel welcome. I also learned more about the schools's Masters in Marketing Capstone program, a two-quarter experience where students diagnose a business challenge, then solve it using the head knowledge gained in the classroom. One example outlined in UC's literature was the development of a comprehensive marketing plan for the American Sign Museum which moved from Walnut Hills to larger quarters in Camp Washington. The program which can utilize a maximum of 400 student hours, runs from January to June. A one- to two-page proposal can be submitted by for-profits and non-profits. Deadline is November 14. All they ask is a description of your entity, the issues you are facing and a rundown of how students would benefit from helping you. Details: andrea.dixon@uc.edu.

Another sign of an aging population

While not every senior citizen I know is technology-challenged, here's more evidence that would seem to support older Americans are behind the times.
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YOU'VE GOT MAIL! NOT!
While many people check their Blackberrys seemingly every five minutes for new emails, roughly one-fifth of all U.S. heads-of-household have never sent or used an e-mail. According to National Technology Scan, a forthcoming study from Parks Associates, 20 million U.S. households are still without Internet access and approximately 18% of all households don’t use email.
The research indicates that 21% of heads of households have never sent or received an email and another 21 percent were found to have never looked up a website or browsed for information online. “Nearly one out of three household heads has never used a computer to create a document,” said John Barrett, director, research, Parks Associates. “These data underscore the significant digital divide between the connected majority and the homes in the unconnected minority that rarely, if ever, uses a computer.”
Age and education are factors in this divide. One-half of those who have never used e-mail are over 65, and 56 percent had no schooling beyond high school.
The survey also found just seven percent of the 20 million “disconnected” homes plan to subscribe to an Internet service within the next 12 months. Still, the study reports a steady decline in the number of disconnected households when comparing findings with previous years. National Technology Scan reported at year-end 2006 that 29% of all U.S. households (31 million homes) did not have Internet access, citing low perceived value of the Internet.

"Dave Trippin Through NKY"

Northern Kentucky is among the areas featured in a day tripper's guide through Appalachia by Huntington Herald Dispatch Reporter Dave Lavender and his wife Toril. In addition to Kentucky, West Virginia and Ohio are featured.

In the section, highlighted as NEWPORT, Lavender spends 11 pages talking about a variety of attractions throughout Northern Kentucky including Newport on the Levee and nearby stops in historic Newport, Mainstrasse Village and some of the more rural highlights of the area (Rabbit Hash and its General Store and Big Bone Lick State Park).

Dave also highlights places to stay such as the Radisson Riverfront the Wildwood Inn. As an aside, Dave has an affinity for this area serving as a summer intern journalist in his more formative years.

I highly recommend the book especially as you may be pinching pennies this summer and not wanting to venture too far from home. You can order it online at www.davetrippin.com or www.jsfbooks. You can also get it through Amazon.

Motivating the Workforce

Kip Knight in his recent address to the Cincinnati AMA Chapter also talked about the ways that organizations can leverage the power of all employees:

1. Cultivating a culture of being open/closed minded;
2. Rewarding new ideas;
3. Leveraging Internet 2.0;
4. Gathering consumer insight;
5. Utlizing Consumers as Editors;
6. Giving up control;
7. There will be blood (for every success, there are many failures so innovate and move or risk being out marketed).

Listening to Customers

I recently had the chance to hear Kip Knight, Vice President of North American Marketing for eBay speak as a guest of the Cincinnati Chapter of the American Marketing Association. Kip is contemplating writing a book he would entitle The Power of All of Us exploring how individuals in communities matter in the online world. This will be the first of two entries on Kip's talk--it was so rich with good content. He referred to the three V's eBay uses in hearing from their customers:

Voices- the company brings users to U.S. Headquarters in California and places them in focus groups to hear their views;

Visits- eBay actually visits (with permission) users homes to see the steps they take to sell items;

Views-on a quarterly basis, focus groups of users are polled on industry-related questions such as security.

Perhaps the methods described above by Kip will help you to gain meaningful information from your customers or stakeholders.

Nominating Better Than Winning

I was thrilled to learn this week that a friend I had nominated for the national American Marketing Association Volunteer of the Year award beat out 30 other competitors for the award. It sounds rather strange that you would use the word competition in the same sentence for an award comparing the merits of people doing different yet significant things to better the world. In this case, the person was Carol Shea who served as Cincinnati AMA Chapter President in 1992. She went on to serve in distinction in helping to start AMA's national market research bootcamp and even served as the AMA liaison to the U.S. Post Office. Carol was very deserving of this honor but despite all the pride and appreciation she expressed to me for nominating her, I sort of felt like I was the bigger winner. It brought back to me the importance of showing honor and appreciation for those who professionally and personally guide us along our paths in life. Here's what I wrote about Carol in my nomination.

Carol has always taken time to counsel chapter members who followed in her footsteps. Personally, she has taken an active interest in my career and aspirations as I ascended the chapter leadership track. Sympathetic, compassionate and wise are three words, which exemplify Carol Shea’s spirit, a spirit that resonates throughout our community serving as a strong foundation for Cincinnati’s stature as a chapter those within the AMA family respect and admire.

I hope this story inspires you to take an extra moment to acknowledge the unique gifts each of us brings to brighten the world around us and help make our paid and unpaid ventures worthwhile.