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June 4, 2010
7:30 a.m. - 10:30 a.m.
The AMA Energy and Marketing Strategy SIGs join together for this timely and interactive workshop and discussion. ENERGY INDUSTRY PROFESSIONALS IN ALL DISCIPLINES ARE ENCOURAGED TO ATTEND!
Let's face it: Marketing and communications in the energy industry have not kept up with the rest of the world. The industry generally does not approach marketing strategically, relegating it to a tactical fulfillment center for brochures, ads, trade shows and press releases, with no metrics around the effectiveness of these efforts. Outside of the industry, the PR problem persists, the industry recruiting problem grows, and a vicious cycle perpetuates.
Yet intuitively, energy marketers know that given the resources and support, they could move from tactical plans to strategic, analytical and tracking programs to deliver better results and reach critical audiences in and out of the energy sector. Other industries have proven it works. But why can't we seem to make it happen?
In this session, you will learn how a strategic and research-based approach can deliver more revenue, more brand value, better employees and more shareholder value.
Topics covered include:
- How to create a sound business development strategy from market intelligence
- How to evaluate market research and extract maximum insight out of the data
- Simple fixes to get more return on your PR efforts
- How to leverage your marketing efforts to resonate with more than just customers (students, general public, analysts, media)
Come prepared to be inspired, energized and armed with the tools to transform your marketing efforts and industry perceptions.
Presentations will be followed by Q&A to allow candid discussion of challenges and how energy professionals can collectively work together to overcome them.
Panelist Introductions
- Global Marketing Manager, Halliburton
Panelists
- David Bat - President, Welling and Company
- Marina Kaplan - Director, Strategy & Business Development, ConocoPhillips
- Travis Harper - Account Manager, PR Newswire
- Michele Wood - Brand Marketing Manager, Statoil
Moderating Q&A Panel Discussion
- Caroline Zively - Communication Coordinator, Statoil
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