MEETING MINUTES
Friday, November 14, 2008
Volume 15; Issue 40

Speaker Update
November 21st - Open Discussion
November 28th - Thanksgiving Break *No Meeting*

Treasurer Report
The quarterly dues billing went out 9/1.  They are now VERY past due.  Please contact Melissa Matthews if you did not receive your e-invoice.

Leads (Sorry if I missed your leads...Please use the numbers and speak up!)
40-13, 12-13, 21-22, 51-22, 17-47, 17-09, 07-22, 56-15.

Other Business
The brochure is on track. 

Main Speaker - Roger Hurni (Click here for guest speaker information)
David Lathrop introduced our main speaker.  They met training for a marathon.  You you learn a lot about a person when you run with them for hours and hours.  He lives life fully and is very dependable.  He has a great passion for life.  He and his partner started out working for a large advertising firm in the Valley.  When they left, they went to work in Roger's garage.  They have worked up to having half of the 7th floor at the Smith Barney building.  When you go into the conference room, you enter through a garage door...a humble reminder of where they started.  Roger's career is mostly national and international work.  He has a deep retail background with some high profile retailers.  His company does everything from brand planning, creative and more.

Today he wanted to present a broad overview of how to think differently about how to market your business. 

[From slide presentation]

Consumers.
The New Brand Managers.
"PUSH" Driven (30 years ago there were only 3 basic television stations, a handful of radio stations and magazines - But there was no way for consumers to engage except to write a letter or tell a few friends of their experience.)
"PULL" Driven - (Today we want consumers to be advocates of our brand.  An example is opt-in email.)
"PASS" Driven - (The holy grail is to have consumers say "I'm such a fan, let me tell people about it!")

Media has changed consumers. 
1. Audiences for each outlet are condensed into smaller, tighter segments.
2. Because audiences feel more strongly about the media they consume, they want to be entertained, not just observe.

What does this mean for company brand managers and agencies?
You may think you manage your brand but the consumers have become so engaged that they really manage it.  Consumers can make your brand and engage with it on their own terms.
1.  Understanding the audience is more important than ever.  (Evolution of segmentation.  Claritas prism clusters.  Custom personas - Another holy grail.  Best Buy does best job of using.)
2. There are no 800 pound gorillas.
3.  Integration of disciplines and blurring of lines.
4. 
5. Changing the Marketing Model

(Singles, Not Home Runs)
The death of media commissions
Emphasis on metrics and measurement
Performance-based pricing

Media is the new creative.
Example - Jack-n-the-Box and antenna balls.  A nice new income stream they didn't expect.
The usual - Television still works.  But remember, it is a push type of service.  You want to try to engage the consumer vs. just have them watch passively.  Radio is also still an effective medium.  The newsletter is a dying medium.

Tactical Agnosticism

Search Engine Optimized Press Releases
Search impacts the media

Campaigns no longer define brands. Consumer Eco-systems do.
Example: Coke and Mentos
Social Media is Mass Media

Holiday Party Roster
The holiday party is on December 13th.  A room at the Landmark has been reserved for those that wish to dine before the Holiday Party.  Space is limited so it will be available on first come first, first serve.  Meals will be off the menu and dinners are responsible for their own bills.

A bus will be available to take members to the Holiday Party later that evening.

At the party there will be a White Elephant Exchange.  Please purchase one gift per couple valuing roughly $15 and bring it to the party! Please wrap it because it makes everything much more fun!

Please check the list below.  Contact Melissa at melissa@mabe-online.org with any updates (add or cancel attendance, dinner, bus ride).