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Session Description:
The
“great recession” is forcing marketers
to slash spending and revise their
marketing mix to connect with small
businesses most cost-effectively. In
this 60-minute presentation, Bredin
Business Information CEO Stu Richards
will present the results of recent
research among 50 leading marketers to
the small business audience – including
Advanta, Bank of the West, Harris Bank
and Union Bank, as well as leaders in
technology, tele-communications and
retail, and 741 SMBs on:
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The online and offline tactics
marketers will emphasize – and scale
back – to achieve their goals in
2009
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How your peers are evolving their
research approaches to gain insight
more effectively
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What approaches marketers are using
to support their sales counterparts
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The online and offline tactics small
businesses prefer for information on
your offerings
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The top business concerns of small
businesses today
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How entrepreneurs rate 32 leading
brands, from American Express OPEN
to Verizon
You’ll
learn where marketers and entrepreneurs
are diverging in their communications
tactics and messaging, which provides
opportunities for your bank to
differentiate itself by aligning with
the media preferences of entrepreneurs.
You’ll also get examples of how
progressive banks and financial
institutions are integrating social
media into their marketing mix to obtain
measurable results.
This
session is appropriate for senior
financial services executives with
responsibility for Retail Banking, Small
Business Banking, Marketing, Business
Development, Marketing Research and
Strategy groups.
About Stu Richards:
Stu Richards is CEO of Bredin Business
Information, Inc. (BBI), a marketing
consultancy which helps Fortune 500
firms market to the small business
segment. He is responsible for setting
organization strategy, business
development, client engagement
supervision, and partnership and
alliance development.
A 12-year veteran of small business
marketing and communications, Stu joined
BBI in 1997 as vice president of
marketing. He was named president in
1999 and CEO in 2001. Prior to joining
BBI, Stu served as director of marketing
at DeLorme Mapping, product manager at
Nabisco Brands, and marketing
representative at IBM.
Stu holds an MBA from the Amos Tuck
School at Dartmouth College and his BA
from Middlebury College.
About Brendin Business Information:
Bredin Business Information, Inc. (BBI)
is a marketing consultancy which helps
Fortune 500 firms achieve their small
business marketing goals. We develop:
Go-to-market strategies including
customer insight, market segmentation,
alliance development, and integrated
marketing campaigns and,
Marketing programs including direct
mail, newsletters, print materials,
seminars, events, and Web site content
and interactive elements
In the past fifteen years we’ve helped
clients such as AT&T, Bank of America,
Cisco Systems, Citizens Bank, Comcast,
Fidelity Investments, HP, Huntington
Bank, IBM, M&T Bank, Merrill Lynch,
Microsoft, Monster, OPEN from American
Express, Qwest, Sam’s Club, SAP,
Staples, SunTrust Bank and Verizon to:
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Understand small business attitudes,
behaviors, motivators and segments,
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Target the best prospects for their
products and services,
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Reach prospects effectively and
efficiently,
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Convert qualified prospects into
loyal customers, and
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Build deep, lasting customer
relationships.
www.bbionline.com
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