6 5 SA Mktg Capabilities Tatiner 0511

Slide1: 

IEEE Standards Association Marketing Overview

MarketingDefinition: 

Marketing Definition Marketing is the art of making someone want something that you have. 'Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individuals and organizational objectives.' American Marketing Association

MarketingIEEE-SA Objectives: 

Marketing IEEE-SA Objectives Build brand awareness andamp; image Create demand for products andamp; services Increase sales/revenue Increase participation in program Change attitudes andamp; perceptions Secure new standards work Gain new IEEE-SA members Retain IEEE-SA members

MarketingIEEE-SA Functions: 

Marketing IEEE-SA Functions Research Direct marketing/promotion of products/program and services Indirect marketing/image building Public relations Advertising

MarketingDirect Marketing Tactics: 

Marketing Direct Marketing Tactics Direct mail campaigns (email and print) Website presence Develop andamp; use of media lists andamp; news wires Targeted collateral at trade events/exhibits

Marketing Indirect Marketing Tactics: 

Marketing Indirect Marketing Tactics Lectures andamp; guest speaking engagements Articles/papers Author a book (Standards Information Network) E-mail news letter or bulletin Surveys

MarketingWhat we can do for you: 

Marketing What we can do for you Understand needs Define clear marketing objective(s) Create defined strategies Outline tasks andamp; timelines Coordinate marketing efforts

MarketingStanding Activities: 

Marketing Standing Activities Promotion of standards and activities in: IEEE Online Store IEEE-SA website/IEEE website IEEE news vehicles External news vehicles Targeted, topical direct mailings (IEEE and via distributors) IEEE Standards Online Subscriptions IEEE VuSpec™CD-ROM products

MarketingStanding Activities: 

Marketing Standing Activities News release development and dissemination Key milestones, events, activities Call for participation/interest Collateral material development Flyers, brochures Research

MarketingStanding Activities: 

Marketing Standing Activities Thank You! Marketing contact: Karen McCabe Senior Marketing Manager k.mccabe@ieee.org 732 562 3824