Please click on the session name to download the presentation. 2010 TMCA Annual Conference topics will include:
Opening Keynote:The Keys to Customer Retention/Cross-Sell Speaker: John Boyens, The Boyens Group In tough economic times it is critical that companies retain their customers and grow their share of wallet with each one. Our research shows that a mere 5% improvement in customer retention can have a 20 to 80% impact on a company’s bottom line!
If you visit your favorite search engine on the web and type in the phrase “Customer Retention” you’ll find over forty-seven million possible links. If you visit your favorite bookstore there are literally thousands of books on Customer Satisfaction, Customer Loyalty or Client Satisfaction. Phrases such as client-centric or customer-focused have been added to our vocabulary. Isn’t the goal of any business to create loyal customers who want to continue to use their services, try new services and provide referrals? Since most businesses in the United States earn the majority of their revenue by selling to existing clients it is critical to know the secrets to customer retention and to establish their own cross-selling success formula. This keynote address will share “best practices” from other successful companies to help you improve your customer retention and cross-selling efforts!
Branding: Building True Enterprise Value
Panelists: Michael D’Esopo, Senior Partner, Lippincott Peter Dickson, Professor, Ryder Eminent Scholar Chair in Logistics Management Department of Marketing at the College of Business Administration at Florida International University John Ferguson, Vice President and General Manager International at Schneider Logistics Inc. Doug Gibeaut, Director of Sponsorships and Events, UPS
Moderator: Tom Nightingale, Vice President Communications & CMO, Con-way Inc. In the operationally driven environment of transportation and logistics, brand building is often regarded as a luxury. Yet, some of the best companies have differentiated themselves and created direct value for their enterprises through strong brands.
This moderated panel of industry thought leaders will bring together a cross section of experts who will discuss the ways in which brands are built and sustained to ensure the success of the companies they support. They will talk about:
Is B2B becoming more like B2C in our branding practices?
What are the differences in marketing techniques and how they affect the brand?
How broadly distributed should B2B brands be?
What is the relationship between operations and their view of branding efforts?
Advertising: The "Google" effect Panelists: Jeff Chesebro, President, Princeton Partners Melissa Butensky, Director of Digital Services, Princeton Partners David Hoppens, Vice President Marketing and Business Development, Pacer International
Search, social media, content and other components of a smart Digital Strategy can markedly improve B2B marketing and lead generation. This session will explore how a Digital Strategy is developed and what should be considered through a real-life case study. Participants will receive valuable lessons learned and how-to’s that can be applied to their business challenges.
Public Relations: Is There Really an ROI? Panelists: Suzette Sexton, Senior Vice President, Outlook Marketing Services, Inc. with Matthew E. Menner, Senior Vice President, Sales and Alliances, Transplace
In today’s challenging post-recession economy, demonstrating the ‘ROI’ from investments in public relations is top-of-mind with transportation executives. The traditional media landscape is changing. Many traditional print publications are shrinking in size or closing their doors entirely, leaving fewer forums for companies to deliver their message. On the upside, social media outlets are exploding across the globe, offering exciting new forums for engaging in two-way communication with customers. The rules of interacting with the media have changed and measuring the ‘ROI’ of PR must evolve in kind. This session will showcase best practices transportation marketers are using to demonstrate the value of the PR to management, the critical need for alignment with corporate goals and how measuring the ‘wild west’ of social media interactions must be fused into the mix.
Unifying Your Customers in Real Time: A Case for Social Media Speaker: AJ Gerritson, Founding Partner, 451 Marketing
Moderators: Laz Gardin, Sr. Account Executive, WorkflowOne
During this session, the panlists will be answering all of your questions, including:
Is Social Media a toy or a business tool?
- What is 'social media' exactly?
- Should this matter to me and my business?
Examples of how B2B companies are incorporating social media into their marketing.
How can your business use social media?
- Potential applications (ways to increase revenue and decrease costs).
- How do you measure ROI?
How social is your company?
- Building a strategy to market in a networked world.
- 3 Key Ingredients for success.
Meet the Editors
This session will feature several editors in the transportation industry including cargo, supply chain and logistics oriented publications. This panel will be discussing current trends and tips for companies seeking to increase their media coverage.
DIY — Market Research on a Dime Panelists: Andy Erickson, Marketing Specialist Advisor, FedEx Services Liz Mountjoy, Principal, PRTM Dusty Rodgers, Market Research Analyst, Southwest Airlines Cargo Jay Scott, Principal, KS&R
Moderator: Rebecca (Becky) A. Huling, Vice President of Research and Development, FedEx Freight, Inc.
You need to cut costs to maintain profitability while keeping up with the pulse of your customers and the market as a whole. This is a common dilemma facing many businesses, particularly in the current economic environment. Companies that continue to invest in market research are generally in a better position to maintain and grow market share once the economy turns around, as they understand their customers and are in a better position to meet these needs.
To help you continue to invest in growth while maintain the bottom line, we will be hosting a panel discussion titled “Market Research on a Dime.” We will have experts ready to discuss the benefits and drawbacks of utilizing the following research methods:
In Depth Interviews and Voice of Customer
Ethnography
Focus groups – face to face and online
Online surveys
Get ready for some fun interactive exercises, combined with insights from industry experts and come away ready to spend less and know more!
Advertising Strategies: Getting Your Strategic Ducks in a Row A presentation by Howard Meditz, president of Marquardt & Roche and Partners, an agency specializing in Business-to-Business communications. Session Description:
A quirky discussion on how you might develop and evaluate advertising strategies for your transportation business.
Uncut & Unfiltered -- Cross-Industry RFP Insights from Logistics Buyers - “Calibrating to your customer expectations” Panelists: Sebastian de Meel, Principal
David Burton, SVP, Nutrisystems Panel Composition:
Executives across industries that have recently been responsible for executing and implementing 3PL services RFP’s.
Session Description:
Executive customer feedback and expectations to logistics industry response to RFP’s is the focus of this session. We will rely on the experience of a carefully selected panel of industry executives to discuss: Winning pricing strategies, Unlooked areas of lead qualification, Best practices of winning bids, Keeping momentum after you won the bid + 2010 Industry Outlook from your buyers.
Session participants will also get an opportunity to directly question our panel for their thoughts and observations to your questions.
Sales: It Is No Longer All About Donuts and Ballgames Panelists: Tom Nightingale, Vice President Communications & CMO, Con-way Inc. Jim Adams, SVP Sales & Marketing, Panther Expedite Dave Hoppens, VP, Sales & Marketing, Pacer Growing revenue with new and existing accounts continues to be a challenge for many transportation-related sales and marketing organizations.
Companies desire for their sales teams to be solution-focused but the pressure of achieving quota often biases salespeople to focus on account contacts they are comfortable dealing, with the services customers are currently buying. Strengthening relationships clearly provides a competitive advantage in growing and retaining business. This presentation will focus on the strategies and tactics succesful organizations are deploying to strengthen relationships and grow sales.
How to Sell and Market Internationally Panelists: Guilherme Gatti, Managing Director Marketing & Communications, FedEx Latin America & Caribbean Wm. Todd Thompson, Senior Vice President & General Manager, Exel Transportation
Stephen Doll, Group Director - New Products, Customer Retention and Sales Operations, Ryder System, Inc.
The world is getting smaller. Companies are looking to diversify and build the global market for their businesses. Companies with strong, successful international sales and marketing teams have learned what works and how to overcome obstacles. A panel of industry leaders will discuss the following:
How do sales and marketing work together to achieve common growth goals?
How do you best leverage the sales and marketing strengths
Global standardization vs. regional customization
What are the main obstacles to successfully selling and marketing internationally?
