Who Are Your
Customers?
Giving You the Edge of Customer-Driven Marketing
PLUS • Feature Articles: Customer-Driven Marketing
Career Corner: Hear from Marketing Professionals • BCAMA Calendar of Events
Message from the President
It seems like just yesterday that we were embarking on our
promise to provide you with an outstanding year of marketing
insights. Exceeding my greatest expectations, the BCAMA has
proven once again to be a thriving, dynamic, volunteer-driven
marketing community.
One of our significant achievements as a chapter this year was naming The National
Advertising Benevolent Society (NABS) as one of our valued partners and our official charity of choice. NABS was established to help those in need in our industry,
and we are very proud to channel our volunteer efforts into helping support this nonprofit organization.
Editor Donna Burton
[email protected]
Production, TBWA\VANCOUVER
Layout and Design Laura McBride
[email protected]
2002/2003 BCAMA BOARD OF DIRECTORS
President Theresa Mackay
604.641.2623
President-Elect Janet Andersen
604.762.0606
Vice President Diana Mulvey
604.646.6380
Treasurer Susan Stuart
604.231.2013
Web Site Jodi Fichtner
604.737.3863
Vision 2003 Danielle Wilson
604.617.4465
Sponsorship Elma Melhus
604.609.5877
Member Services Leah Mulleda
604.527.9205
Speaker Series Brita Cloghesy
604.641.1191
Speaker Series Cynthia Haapanen
604.322.6464
Faculty Relations Barry Hogan
604.456.8066
Collegiate Relations Michelle Petrusevich
604.725.9275
Volunteer Relations Meenu Bakshi
604.640.3090
Marketing Marshall Stern
Communications 604.684.6359
Creative Services Laura McBride
and Production 604.602.6410
Editor marketline Donna Burton
604.789.4765
BCAMA Office Cheryl Iseli
604.983.6262
Gratitude is due to our dedicated Board Members, Volunteers and Sponsors. Their
commitment throughout the year was demonstrated by providing you with up-todate event information on our web site, a copy of marketline every quarter, and bringing you engaging, leading edge marketing success stories at our Speaker Series
program, the Marketer of the Year Award Gala and the annual Vision conference. It
would not be possible for our chapter to be one of the most highly regarded chapters of any in North America without these exceptional volunteers.
This kind of dedication is truly amazing, considering we all have busy lives and yet
still find the time not only to volunteer, but to also go that extra mile when occasions
dictate we must. I extend my appreciation to all of you for your continued support.
Realizing strong event attendance and sponsorship support, our chapter is of solid
financial footing going forward. Without the commitment from you, our members,
to participate in our educational, social events, this success would not have been
realized. On behalf of the chapter, I thank all of you for your continued interest in
our professional development offerings.
As I look ahead at the year to come, it is with great confidence that I pass over the
President’s Chair to Janet Andersen, who will continue to build strength in our community and steer the chapter to new heights.
I am proud to have had the honour of being your president and look forward to seeing all of you as immediate past-president in 2003/2004.
Sincerely,
Theresa Mackay
BCAMA President
INSIDE...
CAREER CORNER > Hear What Marketing Professionals Have To Say .............
8
FEATURE ARTICLES
CUSTOMER-DRIVEN MARKETING................................................................ 11
Turning the Corner on Privacy – From Challenge to Opportunity.................. 12
BY STEFAN EYRAM, SENIOR DIRECTOR OF SALES, CONNECTUS DIRECT
BCAMA EVENT
Forging Relationships Beyond Your Backyard.............................................. 13
BY LORRAINE ARAMS, EXECUTIVE DIRECTOR, CANADIAN/BC BUSINESS SERVICES SOCIETY
BCAMA Marketer of the Year 2003
Wednesday September 24, 2003
5:30PM – 8:30PM
Westin Bayshore Resort & Marina
Vancouver, BC
Mark it in your calendar today!
Maintaining Quality Customer Relationships:
A Look into Customer Retention Strategy ................................................... 14
BY STEVE H. KIM, DIRECTOR OF MARKETING, CHALK MEDIA
Marketing and Public Relations Can Work Hand in Hand:
Building Customer Relationships Through an Integrated Approach .............. 15
BY MARCIE SAYINER, MANAGING PARTNER, IN CONTEXT
BCAMA CALENDAR OF EVENTS ..................................................................... 22
bcama.com
summer 2003 marketline
3
Thanks for making us the bank you’d most recommend to friends and family.
We look forward to meeting everyone.
We’re proud to announce earning Most Recommended Institution,*
Whether around the corner or around the world, why not
as well as Best Overall Customer Service* of any bank in Canada
experience the exceptional service for yourself today? To locate the
for the third year in a row. We’d like to thank our customers and
branch nearest you, please visit our website: www.hsbc.ca. Or give
everyone at HSBC who worked so hard to achieve these honours.
us a call at 1-888-310-HSBC (4722).
Rated excellent in Would Recommend
institution to family/friends.
Rated excellent in Overall quality
of customer service.
HSBC 38.1%
HSBC 38.4%
All Banks 22.2%
Issued by HSBC Bank Canada
All Banks
25.3%
*Results of the Customer Service Index, an independent survey conducted between Aug. and Sept. 2002 by Market Facts of Canada (now known as Synovate),
with an additional sample provided by HSBC of their customers surveyed between Oct. and Nov. 2002.
Vision 2003
Message from the 2003 Vision Chair
DANIELLE WILSON
VP, DIRECTOR OF CLIENT SERVICES
MACLAREN MCCANN WEST
It is incredible to believe that so many long
days of work can culminate in a single day
that came and went so quickly. I imagine that
it’s akin to watching your baby go from crib
to college in a blink of an eye. The real solace lies in the fact that the day went smoothly
and without any major glitches or blindsides.
Perhaps the most satisfying result that I have
received in the days since the conference is
the varied feedback on the lineup of speakers presented. No two opinions seem to be
the same. I have had people say to me, “I
loved so and so, but I didn’t like the other
one” and then later in the same day have
someone say to me, “I loved the other one,
but I didn’t like so and so.” Ah sweet success.
I am of the opinion that Vancouver is a very
diverse market, with very diverse marketing
needs and approaches. From the initial feedback that I am receiving, we put together a
conference that had a little bit for everyone. I
hope everyone found a little something that
made their day worthwhile. Credit goes to an
outstanding committee that selfishly gave effort
and gave up time to give something back to a
strong and proud community of professionals. Many long hours were sacrificed and for
this I give my sincerest thank you to every
member that got home a little late for a dinner or missed that pivotal Ultimate practice.
Events like these cannot happen without the
continued work of volunteers.
Magazine, Robert Ernest Photography, Canada
Newswire, Tourism BC, Hemlock Printers,
Metropolitan Fine Printers, Cathay Pacific
Airways, Ward Printing and Massyn Design
we would be up the creek without a boat.
Their involvement should be recognized and
appreciated by everyone in our community.
Let’s remember that we live and work in
an environment of mutual benefit. Lastly I
would like to extend a personal thank you
to Theresa Mackay, outgoing president of the
BCAMA Board, whose support was vital to
the success of the day.
I would also like to extend a thank you to
the corporate community of Vancouver.
Without our sponsors Global Television, The
Vancouver Sun and Province, Ipsos-Reid,
Maclaren McCann, The Portables, Strategy
Vision 2003 Offers Marketing Advice To Fine-tune Your Craft
Vision 2003 lived up to its promises by offering marketing tips and expertise by some of
the best in the business. With a packed room
of experienced marketers, sales professionals and researchers in attendance, the day’s
events ranged from educational, to motivational, to downright entertaining.
The day kicked off with Barbara Caplan,
Partner of Yankelovich Inc., who drew from
her twenty years experience in the industry.
With her laid-back style, Caplan walked attendees through the leading consumer trends,
and provided insight into what lies ahead for
marketers in BC and across North America.
Anne Bologna exemplified the trend of blending marketing and entertainment with BMW’s
campaign featuring seven unique films by
some of Hollywood’s best directors. President
of Fallon New York, Bologna shared her expertise on how brands such as BMW have to pioneer a new way of thinking to make an impact
in today’s over-stimulated, over-marketed
bcama.com
world. Her easy speaking style clearly articulated the importance of reaching consumers
in a meaningful, unique way in order to truly
motivate their buying decisions.
“Who here has ever worn my name on their
body at one point in their childhood,” began
Donald Cooper, a world-class manufacturer,
entrepreneur and business coach, best known
for his Cooper line of sports wear. Speaking
on the topic of “Human Marketing,” Cooper
shared insights on how to increase market
share and profitability in the face of everchanging competition. Drawing from his
more recent experience as a retailer of
women’s clothing, Coopers message was to
anticipate your customers wants and needs
and to use this insight to own your client
relationships.
Additional sessions included an inspirational
presentation by Robin Sharma, author of The
Monk who Sold his Ferrari, and other books,
who shared his insight into how to follow
the rituals of visionary leaders by managing
with your mind, and leading with your heart.
While Sharma was a tough act to follow, the
day ended with Chuck Porter, Creative Partner
at Crispin Porter & Bogusky, who offered
his tips on the importance of creative presentation, using a recent truth-themed antismoking campaign as a prime example.
The Vision Committee, consisting of Vision
Chair Danielle Wilson and team members
Janet Andersen, Claire McRobbie, Eric Lowe,
Jennifer Crowie and numerous other volunteers, produced a stellar event.
With a full day of back-to-back sessions,
Vision 2003 delivered a broad range of tips,
advice and inspiration to last us through the
summer months ahead.
Vision 2003 photos above are compliments
of Mark Kinskofer, Vision Event Photography.
Mark can be reached at 604-787-3214 or
[email protected].
summer 2003 marketline
5
BCAMA SPEAKER SERIES
WEDNESDAY, MARCH 5, 2003
WEDNESDAY MARCH 26, 2003
Making Beautiful Music
Together: Building
Success Through
Partnerships Big & Small
Market Strategy –
The Growth of the
EvelineCharles Brand
What does Eveline Charles
say about starting small
and thinking big? Clean,
warm elegance, sharp,
professional lines; silky,
smooth, luxurious and spacious surroundings greet
guests at any of EvelineCharles' Day Spas. Passersby at the corner of Granville Street and West
11th Avenue in Vancouver know this. So too
do those fortunate enough to have basked
in the personal pampering provided at any
of her strategic Western Canada locations in
Vancouver, Edmonton and Calgary.
The warm sound of a three-piece jazz ensemble emanates through the doors of the Pavilion
Room while friendly faces welcome new
arrivals just outside. Registration is smooth
and easy as another of our BCAMA Speaker
Series launches, once again promising a hot
topic, fresh insights and the generation of
new ideas. Tonight's theme centers on the
Vancouver International Jazz Festival – the
successes and challenges of bringing sponsors together with Arts and Cultural events
like the Festival.
(or 'Properties' as our speaker will later refer
to them), and event managers wishing to
bring all the players (pun intended) together.
Who could ask for a better networking
environment?
Another benefit of attending BCAMA events:
the guest speaker is almost always there for
the pre-presentation networking session to
meet those who have come to see and listen. Tonight Robert Kerr, Executive Director
of the Coastal Jazz and Blues Society, is easy
to spot as he stands a head above most and
emanates that smooth Jazz atmosphere he
is so passionate about. He is easy to approach
and seems to be enjoying the evening.
Inside, the soothing music and large table of
fabulous appetizers create a perfect atmosphere for both social and business conversation. As always, the setting created by
BCAMA volunteers not only reflects the theme,
but also invites people to join in, providing
hints and clues to the evenings events.
Tonight's mix of people includes marketers
from all sides of this issue – a wide range of
corporations and potential sponsors, promoters who want to market their events
6
marketline summer 2003
Robert's introduction describes a long list of
accomplishments in the Arts, particularly
the Jazz, arena. He talks of the many Sponsor
– Property relationships he has been party
to and instills confidence in the 'words of
wisdom' he presents. Some recurring themes
in his presentation: Patience and Persistence,
Fit and Flexibility, Adaptation and Opportunity.
In Robert's words, "This isn't philanthropy,
this is business."
To close out the night, some serious door
prizes were awarded such as a tickets package to the Vancouver International Jazz
Festival and Holly Cole. Everyone left with
a variety of gifts from CTV and a cool CD
featuring Jazz Festival highlights. If you
missed this fabulous BCAMA event, be sure
not to miss out on the next one.
On Wednesday, March 26, Eveline shared
some of the secrets to her successful business growth and market strategy. We have
tried to capture some of the atmosphere and
the energy that Eveline brings to both her
business and her presentations. For those
who could not attend this enlightening event,
we have included a sampling of the subjects
that Eveline covered in her discussion.
THINKING BIG
Back when Eveline Charles stepped into her
first salon business, the Day Spa industry was
in its infancy. Even then she had her sights
set firmly on the future and a dream to be the
best and the biggest in providing salon and
spa services. From a small start in St. Albert,
Alberta thirty years ago to present day, Eveline
credits a great deal of her success to good old
fashioned and unwavering drive and her ability to think and see big.
GROWING PAINS – CHANGING NAMES
This powerful drive to succeed meant that
Eveline would outgrow her early salon and
spa partnership. Differing ambitions and
visions of the future meant a difficult decision to cut ties with the older established
business name and begin anew. A critical
turning point, this change would be a daunting task to most. Perhaps because the spa
industry is all about cleansing and renewal,
Eveline took this step in stride and saw it as
a chance to offer a fresh experience that
guests were seeking and yet was available
nowhere else.
Fortunately, a new name that exuded elegance, professionalism and experience was
bcama.com
LOOKING FORWARD
In what is reportedly one of the fastest growing industries in North America, Eveline
Charles appears to have the right recipe for
big growth. She plans to expand eastward
into strategic locations in Ontario and Quebec
and to tailor new products and services
designed to meet the regional demographic
demands of her key market segments in each
of these locations.
WEDNESDAY APRIL 16, 2003
Mastering the Art
of Communication
experiences form our backgrounds and affect
the way we respond. Therefore, we should
inquire about intentions and what happened
instead of assuming the worst. Accept whatever feelings occur without resorting to blame.
As a result, this leads to understanding differences, finding common ground and exploring the best possible outcome.
In groups of three, the participants of this
workshop were invited to role-play real life
scenarios. This interaction helped grasp the
concepts of the presentation. By the time the
workshop ended, many participants headed
to work having renewed their communications skills and confidence.
Have you ever felt frustrated trying to get
your point across? Ever find yourself venting instead of addressing the issue? Or worse,
assuming what others said to you in frustration is actually what they meant?
right at hand. Thus with a strong advertising campaign the EvelineCharles brand was
born into the Salon and Day Spa Industry.
From this point on, Eveline's business became
personal – a characteristic that endears her
clients and keeps her on her toes even outside the office.
Whether we want to blame, argue, assume,
imply, or impose conclusions, we all experience challenging and difficult conversations and often wish we could go back in
time to handle them better. Although this is
not possible, we can learn how to handle
these conversations for future opportunities
through communications training.
MARKET SMARTS
On April 16, the BC Registered Psychologist
and Business Instructor Gerrie Waugh from
Capilano College was brought back to give another winning workshop on communications.
But where to locate and what specific services and products should she offer? Knowing
that a successful market strategy would be
crucial, Eveline conducted in-depth market
research to determine who made up her key
market segments and what attributes would
draw them to her new locations. Her findings were that she had two distinctive key
segments to serve (a) baby boomers and (b)
the children of the baby boomers. This information helped her in determining where to
open her new spas and how to develop new
treatments, products and services.
BUILDING BRAND
The EvelineCharles brand appears as a model
of consistency across product and service
lines and across all media in her advertising
and promotion campaigns. She knows that
luxury, quality, style and trust are all important to her clients and she has designed services, treatments and health and beauty products
that meet these strict requirements in each
of her key market segments. A big part of the
image that her clients value lies in maintaining pricing standards in an industry known
for discounting as well as in continually developing and offering treatments and products
that simply are not offered elsewhere.
bcama.com
The focus of this workshop was on Mastering
the Art of Communications – discussing
what matters most.
Gerrie Waugh presented the five steps required
to handle difficult conversations:
1. Thinking about three things before the
conversation – the what happened, the
feelings, and the identity conversations;
2. Checking your purpose and deciding
whether to raise the issue;
3. Looking at sharing solutions in partnerships;
4. Exploring their story and yours through
the appropriate skill sets – listening for
perspective, asking questions to further
investigate, understanding the issues at
hand, acknowledging the issues and situation; and
5. Problem-solving.
What does that mean, put simply? Basically,
it requires a shift from the human tendency
to blame and argue to one of understanding
and harmony. Our particular emotions and
For further information
about the
BCAMA Speaker Series
visit bcama.com
summer 2003 marketline
7
marketline Career Corner
TRACY MACRAE
LARRY L. DONEN
JEAN CIRIANI
Company
Cossette Communication-Marketing
Company
Detroit Creative
Company
BC School Trustees Association
Title with brief job description
Account Supervisor, Client Services: My role
is to service and manage the client within
the agency team, acting as a key day-to-day
contact for our clients, and a core team leader
internally.
Title with brief job description
President
BCSTA is a non-profit association that represents 56 of BC’s 60 school boards.
Primary accountability – Grow business
profitably.
Title with brief job description
Communications Director
Secondary accountability – Get, manage,
keep, clients and employees.
BCSTA is a small shop with big communications needs. I work closely with my colleagues in advocacy, legal and education
services to ensure that our messages
and image is consistent across all areas of
our work.
I work specifically on the McDonald’s business, focusing particularly on the Vancouver
& Vancouver Island market. My role is to
work closely with the regional corporate
office and the franchisees to explore marketing/advertising opportunities that leverage national advertising while meeting the
needs of the local market.
Route to present job?
After completing an English degree at the
University of Victoria, I moved to Japan for
three years where I taught English as a second language. Once I was back in BC, I built
on my education with a certificate in Marketing
Communications from BCIT. My first marketing job was with Encorp Pacific (Canada)
and from there I moved agency-side, where
I’ve been for the last 2 years.
Best advice that impacted your career?
Don’t take it personally.
What was or is your biggest career
challenge?
Taking it personally.
What do you like the most and the least
about your job?
Most: working with a variety of extremely
talented and intelligent people – all of whom
bring very different skills to the team.
Least: not having enough hours in the day.
What advice would you give someone
thinking of entering your line of work?
Go in with your eyes open. Spend some time
as an intern or ask to interview someone
already in the industry. Advertising can be
a lot of fun, but it will require a lot of work
and, even more notably, a lot of time.
Salary Range Expectations
As with many jobs, there are a number of factors that can affect this: experience, education,
geography, demand. With the right education
and a few years experience in this market, you
could likely expect to earn $40,000 – $60,000.
8
marketline summer 2003
Third accountability – Build brand equity for
stakeholders.
Route to present job?
Career spans 25 years, 15, beginning in retail
management, operations, merchandising,
buying, and concept development. 6 years
in professional sports marketing with the
Canucks, and Grizzlies as VP of Properties
and Retail. Last 4 years as a business consultant, focusing on brand, product, market
and culture (employee development)…leading to Detroit Creative.
Best advice that impacted your career?
Business is simple, people are complex, and
business culture is everything, build a positive culture and most often you will have a
positive business result.
What was or is your biggest career
challenge?
Finding a pace (productivity), that works for
everyone.
What do you like the most and the least
about your job?
Most: the variety of challenges posed by different businesses from different sectors.
Least: Hard to break away… to take a break…
finding the right balance with personal life.
Route to present job?
While finishing my B.A. in political science
at UBC I worked at a market research firm
and then went to journalism school. After a
few years of newsroom experience, I opted
for self-employment as a freelance writer and
communications consultant. Having covered
education as a reporter, I found a niche working with school boards. During my years as
a consultant I went to communications conferences and took courses on an ongoing
basis. I’ve recently graduated with an MBA
in Communications and Public Relations
Management from Royal Roads University.
Best advice that impacted your career?
Look for the work you want to do – not for
a job.
What was or is your biggest career
challenge?
Working for public organizations that, while
always communicating, have rarely incorporated the formal practice of communications as part of their organizational structure
and strategic planning processes.
What advice would you give someone
thinking of entering your line of work?
Think inside the box and think clients business first. Create a sense of collective and
focused urgency.
What do you like the most and the least
about your job?
Most: Working with people and ideas.
Salary Range Expectations
The best you can negotiate.
What advice would you give someone
thinking of entering your line of work?
Go to school and keep going to school – for
the skills, the networking and, most of all,
the inspiration.
If you know someone in the BC
marketing community that you would
like to see profiled in our career corner,
please contact the marketline editor at
[email protected]
Least: Deadlines.
Salary Range Expectations
In the public sector, entry-level communications salaries start at about $35,000. Senior
level managers can expect $60,000 to six
figure salaries.
bcama.com
felice jolliffe
p h o t o g r a p h y
p o r t r a i t s
.
a d v e r t i s i n g
.
604 732 1560
e v e n t s
.
Customer-Driven Marketing
This quarterly issue of marketline focuses on insight into customer-driven
marketing. You’ll hear from Stefan Eyram, who articulates the importance of
respecting privacy in order to maintain quality customer relationships. Lorraine
Arams demonstrates ways to grow your client relationships beyond your backyard. Steve Kim advises that the best guard against losing your customers is implementing a strategy to keep them. Finally, Marcie Sayiner weighs the value of
integrated marketing and PR to increase and enhance your company’s success.
As you read through these next few pages, gather insight on how improving
customer management and understanding your customers better will help you to
move your organization forward.
FEATURE ARTICLES
TURNING THE CORNER ON PRIVACY
– FROM CHALLENGE TO OPPORTUNITY ......................................................... 12
STEFAN EYRAM, SENIOR DIRECTOR OF SALES
CONNECTUS DIRECT
FORGING RELATIONSHIPS BEYOND YOUR BACKYARD ................................. 13
LORRAINE ARAMS, EXECUTIVE DIRECTOR
CANADIAN/BC BUSINESS SERVICES SOCIETY
MAINTAINING QUALITY CUSTOMER RELATIONSHIPS:
A LOOK INTO CUSTOMER RETENTION STRATEGY .......................................... 14
STEVE H. KIM, DIRECTOR OF MARKETING
CHALK MEDIA
MARKETING AND PUBLIC RELATIONS CAN WORK HAND IN HAND:
BUILDING CUSTOMER RELATIONSHIPS THROUGH AN INTEGRATED APPROACH ........................... 15
MARCIE SAYINER, MANAGING PARTNER
IN CONTEXT
bcama.com
summer 2003 marketline
11
FEATURE AR TICLE : CUSTOMER-DRIVEN MARKETING
Turning the Corner on Privacy – From Challenge to Opportunity
(data) for their marketing programs, by requiring them to get permission before collecting
and using any such personal information.
Many companies and organizations see
PIPEDA as a big challenge with great costs.
Yet, marketers should also look at this as a
marketing opportunity.
BY STEFAN EYRAM
SENIOR DIRECTOR OF SALES
CONNECTUS DIRECT
While the times keep changing, there are a
few things marketers still know for sure. For
one, the ways in which we communicate with
our audience is paramount to success. Secondly,
how we demonstrate respect for this communication builds trust. And thirdly, customer privacy must at all times be upheld in
order to maintain that trust. It’s no surprise
then that the issue of privacy has been front
and center for marketers of late; privacy of
personal information; privacy from unsolicited marketing; and privacy from spam.
The challenge is the privacy game needs to
have all players on board in order to be effective. Sadly, this has not always been the
case. As such, the actions of the minority
continue to affect the ethical majority. For
example, eMarketer Inc. research clearly
indicates consumer concerns about online
privacy are growing, with almost 75% of
online Americans being “very” or “extremely”
concerned about privacy.
Marketers themselves are feeling the brunt
of this. A 2002 DoubleClick survey of marketers indicated that 38% considered privacy
issues the greatest barrier to increasing their
spending on email marketing. And at the
April 2003 US Federal Trade Commission conference on spam, estimates were presented
that state spam ranges from 40% to 75% of
all email traffic in the US.
In the past, this issue of privacy has been an
ethical issue. Now, it’s a legal one. In Canada,
the Personal Information Protection and
Electronic Documents Act (PIPEDA) went
into effect for federally regulated companies
on January 1, 2001. On January 1, 2004 all
companies involved in commercial activity
must adhere to these laws. Already, the first
legal action with respect to this act is going
to court at the end of May 2003.
So what is this little known acronym? PIPEDA
impacts marketers, especially those that rely
on collecting and using personal information
12
marketline summer 2003
Already, the first legal action
with respect to this act is
going to court at the end
of May 2003.
When it comes down to it, marketing is mainly
about differentiation. It is about answering
the question: Why should your customers
and prospects choose your company or product over the competition? Why then does it
look like every company or web site has a
privacy and permission statement that looks
like it came from the same template?
As more marketers fight to get the permission of their customers and prospects, those
who convey the best privacy message, and
back it up with the best actions, will have
the greatest success. This success will provide “permission” for these companies to
use the powerful and cost-effective datadriven marketing toolkit that forms the basis
of relationship marketing.
Consumers are concerned about privacy. The
companies marketing to these people that
clearly show they are equally concerned
about privacy will find it easier to get permission. To ensure everyone your organization truly cares, you can’t have the same
privacy policy as everyone else, nor can you
let your lawyers “market” your privacy efforts.
After all, at last check, these people were not
part of the marketing department.
Instead of the status quo, consider using a
“privacy statement”, a plain English translation of what the lawyers want. Something
a little less dry, more to the point and which
addresses consumer concerns. In your privacy statement you need to answer the following key questions:
• Why are you collecting personal information?
• How will you store this information and
ensure it is kept secure?
• Will you ever sell, rent or provide this information to anyone else?
• What’s in it for me, the consumer?
If the corporate lawyers insist on including
their “legalese” privacy policy, link to this
from your plain English statement. Don’t
start with it. And if you want to have a really
good privacy statement, test a few variations.
Using a powerful tool such as an online survey can provide fast and cost-effective research
results that will certainly differentiate your
organization from the competition.
THE BOTTOM LINE
Privacy is a paradigm shift in marketing.
From now on, understanding the impact, and
opportunity, of new privacy laws can make
or break a company’s marketing success.
After all, consumers are not only in control
of where they spend their money, they are
now getting more and more control of who
As more marketers fight to
get the permission of their
customers and prospects,
those who convey the
best privacy message,
and back it up with the
best actions, will have
the greatest success.
gets to market to them and who does not.
Marketing is now a two-way street, and good
marketers and consumers are beginning to
exchange value in their relationship well
before any money changes hands.
Consumers have seen the good, bad and ugly
from marketers…and they know the difference. Most have negative thoughts on being
spammed, receiving unwanted direct mail
and getting bothered by telemarketers during
their dinner. Still, each day more consumers
are giving their permission to good marketers
to enter into a relationship. These relationships will be a key step in building your loyal
and profitable customer base of the future.
What are you waiting for? Stefan Eyram can
be reached at [email protected]
or by calling 416.944.3760 ext. 228.
bcama.com
FEATURE AR TICLE : CUSTOMER-DRIVEN MARKETING
Forging Relationships Beyond Your Backyard
BY LORRAINE ARAMS
EXECUTIVE DIRECTOR
CANADIAN/BC BUSINESS
SERVICES SOCIETY
Professional marketers know the importance
of sending the right message to the right audience at the right time. They also know that
the real challenge is doing so effectively on
an ongoing basis. Generally speaking, it is
easiest to master this challenge when in the
comfort of our own backyard. After all, when
we strive to break down barriers by marketing wares beyond the border, a whole new
marketing scenario unfolds.
Yet that does not seem to be stopping BC
businesses from diving into uncharted waters.
Even small exporters play a vital role in BC’s
economy, comprising 77% of all exporters.
In the new media industry alone, more than
three-quarters of BC’s new media companies export goods, services or both.
Furthermore, according to the British
Columbia New Media Industry Survey commissioned by New Media BC, a non-profit
association serving the new media industry, three-quarters of these businesses plan
to increase or expand their export activities
in the next 18 months.
Yet, before becoming a smaller fish in a bigger pond, it’s important to weigh the benefits of exporting. These benefits can include
access to larger markets, emerging markets,
and niche markets where products or services can be rare or unique. By having access
to a larger market base, companies can also
start producing on a scale that allows them
to make the most of their resources.
Even small exporters play a
vital role in BC’s economy,
comprising 77% of all exporters.
to the same study, 30% of exporting companies generate more than 50% of their income
from exports. Historically, industries such as
hardware, software and food products are the
best positioned for success.
Before you can establish whether or not
exporting is right for your business, you’ll
need to establish that you’re in fact ready to
market beyond your comfort zone. That
means establishing a few ground rules. First,
you have to be established in Canada. Secondly,
you must have an identified product or service to market. And finally, you must identify
the export area you have in mind.
bcama.com
• Positioning: How will you be perceived in
the market?
• Protection: Have you assessed the risks
and taken steps to protect your company?
Even when you feel you have satisfactory
answers to these questions, you still need to
Market research is highly
recommended to examine
not only your product or
service for export, but also
your marketing approach.
That’s just the beginning. Before one can
ship a single widget beyond the border, they
must draw up an export plan. To get started,
the Canada / British Columbia Business
Services Society, a non-profit society that
provides information on entering new markets, offers an Interactive Export Planner.
This online tool helps entrepreneurs prepare
an export plan for their new or existing business. You can sample this export plan at
www.smallbusinessbc.ca.
With your plan in place, that’s when the marketing implications of this scenario come into
play. For most, this means getting back to
the basics of marketing, with the addition of
more than a few added steps. While the traditional ‘4 P’s’ still apply, according to Forum
for International Trade Training, as posted
on Exportsource.ca, additional P’s should
also be added to the mix:
• Payment: How complex are international
transactions?
• Personnel: Do staff have the necessary skills?
Of course, the primary reason for export is
the money to be made. However, it should it
be noted that not all companies will reap substantial monetary rewards. According to the
New Media BC study, 43% of new media
companies generate less than 10% of revenue
through export activities. Still, for others, the
revenue opportunity is significant. According
• Policies: What are your current and planned
policies?
• Planning: Have you planned your business, market, account and sales calls?
• Papers: Have you completed all of the
required documentation?
• Practices: Have you considered differences
in cultural and business practices?
• Partnerships: Have you selected a partner
to create a stronger market presence?
test them. Market research is highly recommended to examine not only your product
or service for export, but also your marketing approach. At the very least, it is highly
recommended to attend a trade-show in your
export area to get feedback, advice and forge
new relationships. This can provide you with
the opportunity to meet new contacts and
display your products or services. Most importantly, it allows you to study the local market and its culture.
If you need more assistance, there are a number of groups available to help. For one, the
Canadian BC Business Services Society is in
the process of creating an enhanced range
of export related services, in addition to a
wealth of services currently being offered
online and off. There is also Trade Team BC,
a group of 25 export-service organizations,
which provides information to companies
looking to expand into new export markets.
Last, but not least, there is the Trade
Commission, which can assist companies
with marketing, patents and trademarks.
In the end, marketing success in a new market still comes down to following the old rules.
Just be sure to set realistic recommendations
and remember that developing foreign markets is a long-term commitment, which takes
time, effort and resources. Those most likely
to succeed will be organized, educated and
determined. Most importantly, they will be
prepared to take on the challenge and see it
through, one step at a time. Lorraine Arams
can be reached at smallbusinessbc.ca or by
calling 604.775.5525.
summer 2003 marketline
13
FEATURE AR TICLE : CUSTOMER-DRIVEN MARKETING
Maintaining Quality Customer Relationships: A Look into Customer Retention Strategy
savvy, and more specifically, demanding.
This alone is cause to make your business
rise to the task of ensuring customer expectations are met and their satisfaction levels
are maintained.
BY STEVE H. KIM
DIRECTOR OF MARKETING
CHALK MEDIA
In today’s hyper-competitive marketplace, holding onto your customers for the long-term is
an absolute imperative. There are always competitors vying for the opportunity to work with
your clients and they will do everything possible to win your account. With this in mind,
the best guard against losing your customers
is implementing a strategy to keep them.
Studies indicate that the cost of customer
acquisition is higher than cost of customer
retention. The adage that for every dollar to
retain a customer it takes seven to ten dol-
Your customers come to
you because you are the best
at what you do, so assisting
them by being proactive,
straightforward and honest
at every possible interaction
will result in greater
appreciation for your efforts.
lars to develop new ones certainly rings true.
However, a study performed by Reicheld &
Sasser (Harvard Business Review) found that
in some instances, companies that retained
5% more of their customers experienced
almost a 100% increase in profits. Add this
to the Pareto Effect or 80/20 rule, where 20%
of your customers provide 80% of your business, it simply makes good business sense
to focus efforts on keeping your customers.
Furthermore, in the digital economy, knowledge is not only power, but also incredibly
accessible to everyone. As such, your customers are going to be more informed, purchase14
marketline summer 2003
There is no question that Customer
Relationship Management (CRM) has been
a hot topic for businesses for quite some time
now. However, in order to maintain quality
customer relationships, a retention plan for
what your company will do after the account
is won will be vital for long-term success.
Here’s how to incorporate such a customer
retention strategy in your business.
CORPORATE MISSION AND LEADERSHIP
A successful customer retention strategy
should sit at the very heart of your company’s
mandate. Ask yourself how customer-centric is your company? Is strengthening customer relationships declared in your corporate
mission, values or philosophy? Does your
leadership group reinforce the importance
of quality customer relationships? If not,
there may be an opportunity to start this initiative from the top.
From executives on down, everyone has to
buy into your customer retention strategy
and know it as mission critical. Management
has to firmly instill this objective into all staff
by reiterating its importance on a continual
basis. Get everyone, not only those in customer facing roles, such as sales, marketing,
and service, involved in the retention mission by asking their feedback and incorporating their thoughts.
Have your people internalize and personalize the vision – get them passionate about it
and it will show through when they interact
with your customers. Quality relationships
with customers are the root to any successful business, so it makes sense to include
everyone in the cause.
Showing leadership with your customers is
another aspect of this strategy. Your customers come to you because you are the best
at what you do, so assisting them by being
proactive, straightforward and honest at every
possible interaction will result in greater
appreciation for your efforts.
CUSTOMER EXPERIENCE
Another key to retention strategy is creating
valuable customer experiences. By envisioning how your customers want to be
treated, you can ensure that your team
creates the right engagement for each client
interaction. Break down that high-level idea
of good customer service into relevant service-focused objectives for each department.
If all your employees are focused and have
the right attitude, your customers will leave
each experience with some positive feelings.
Moreover, provide the right people for each
customer engagement. You’re in this for the
long-term, so make sure you have the appropriate people facing each client. Customer
experience is based on people chemistry, the
intangible but strong asset that makes people connect. Some people click well together,
and others don’t, regardless of professional
skills or competencies. Start off a relationship with the right chemistry and you’ve
already won your customer’s heart, otherwise find somebody else within your team
who will. Remember, every interaction counts.
For your best customers, a collaborative
approach will further enhance their experience. By requesting your clients to be involved
with your innovations and new strategies,
they will feel more connected and satisfied
with your relationship. Your customers will
want to help you succeed.
Tools such as CRM solutions and contact
management software are an important part
of the solution, however, retention is a people strategy. Technology is still, at best, an
enabler. Regardless of the tools you have at
your disposal, it’s the personal or human
touch that sticks in the minds of your customers. Get your team to pick up on the little things and it will pay off.
CONTINUOUS IMPROVEMENT
Solicit feedback from your customers and
get them involved in your retention strategy.
Regular debriefs and post mortems are a great
way of keeping clients informed and feeling
empowered by your relationship. Plus, their
feedback will assist not only in improving
your strategy, but also in measuring the return
and impact your customer retention strategy
has had on your overall business.
To conclude, implementing a customer retention strategy is a win-win solution. Not only
will it help you to keep your most valuable
assets, but it also has the effect of deepening
the quality of your customer relationships
over time. Bottom line, a happy customer is
a loyal customer. Now, isn’t that what it’s
all about? Steve Kim can be reached at
[email protected] or by calling 604.684.9399.
bcama.com
FEATURE AR TICLE : CUSTOMER-DRIVEN MARKETING
Marketing and Public Relations Can Work Hand in Hand:
Building Customer Relationships through an Integrated Approach
among the fastest-growing professions in the
US. This growth was fueled in large part by
startups whose biggest expenditure was often
for PR. And while double-digit growth for
this industry burst with the dot-com bubble,
the importance of PR has remained. In fact,
the American Marketing Foundation reveals
that public relations remains highly regarded,
following only after product development
and strategic planning in order of priority.
BY MARCIE SAYINER
MANAGING PARTNER
IN CONTEXT
I’ve been there on more than one occasion
– sitting across from a potential client who
asks which area I consider myself to be an
expert in, marketing or public relations.
Fortunately, my answer is as consistent and
as genuine as the first time it was offered.
That answer is both.
While it may be tempting to take an ‘eitheror’ approach, I’ve long held the notion that
marketing and public relations strategies work
best when they’re working hand in hand.
I suppose it’s only appropriate the worlds of
PR and marketing should collide, seeing as
they continue to evolve seemingly on a daily
basis. The Web alone has changed both the
media and marketing tools available, and
has therefore put a whole new spin on both.
"Ten years ago, our job was to manipulate
people in the press,” said Andrea Cunningham
of Silicon Valley’s Cunningham Communication
Inc. in a report to Fast Company. “But the job
of PR in the future is to find communities of
knowledgeable people and to communicate
with them. It's to make them aware of the
product, listen to what they have to say, and
move that information back and forth."
Witnessing this change first hand, it’s hard
to believe that only five years ago PR was
Witnessing this change first
hand, it’s hard to believe that
only five years ago PR was
among the fastest-growing
professions in the US.
bcama.com
actually deliver results. His approach is based
on strategies and measurements, which result
in what we’re all looking for, solid customer
relationships.
“The old way of doing research was to explore
the past and to find out what was going to
happen in the future. You’d look at what happened yesterday…assuming history would
repeat itself,” writes Zyman. “We are in an
era that is getting more complicated…it’s the
end of one-size fits all marketing, because
all customers are not created equal.”
Since it too revolves
around building customer
relationships, the world
In the end, integrating
of marketing is equally
marketing with PR is still about
susceptible to change.
developing and maintaining
a cross-functional process
to create, maintain and grow
But this should really come as no surprise,
since when it comes to building customer
relationships, credibility is key. That may be
why there exists a growing debate that PR
strategies not only enhance marketing strategies, but are critical to their success. This
viewpoint is fueled by Al and Laura Ries,
authors of the best-selling book, “The Fall of
Advertising, the Rise of PR.” Their book argues
that as a component of an integrated marketing campaign, public relations possess
the priceless ingredient that is essential to
any program – credibility.
"Think of eBay and Amazon. They were not
built through advertising value, but by PR,"
said co-author Laura Ries, who attributes
good PR to those who survived the dot-com
crash versus those who did not. "Unless you
spend tens of millions on advertising, it is
ineffective. You can't make an impact unless
you are a big time spender. [That’s why] this
budget is put to much better use through PR."
Since it too revolves around building customer relationships, the world of marketing
is equally susceptible to change. In fact, Sergio
Zyman’s best-selling book, “The End of
Marketing as We Know it,” is based on this
fact. In his book, he challenges conventional
notions of marketing, denouncing feel-good
marketing strategies in favor of those, which
relationships with customers.
Hopefully Zyman’s book is a best seller for
all the right reasons. It may be because, as
any marketer can attest to, change is the one
constant, and we all need to know which
direction we’re headed. Or also because developing a brand identity and establishing a sustainable niche within the market place requires
incorporating an up to date plan which includes
strategies tailored to your particular company, industry and audience.
The good news is that some things will never
change. In the end, integrating marketing
with PR is still about developing and maintaining a cross-functional process to create,
maintain and grow relationships with customers. And though the tactics may differ,
when asked the goal of both marketing and
PR, the answer remains the same; to attract,
develop and maintain quality relationships.
That’s exactly why, when asked to choose
marketing or PR, my answer remains the
same as well. Marcie Sayiner can be reached
at [email protected] or by calling 604.683.4833.
summer 2003 marketline
15
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Building Brand Awareness and Equity
BOB BRYANT
CHAIRMAN,
TBWA\CANADA
In March 2003,Vancouver agency Bryant, Fulton
& Shee changed its name to TBWA\Vancouver,
to reflect the fact that the agency was now
part of the worldwide TBWA network.
When we decided to change our name to
TBWA, we knew we could not simply announce
the change and assume our work was done.
From past experience with our own brand,
and those of our clients, we knew it takes a
lot of time and effort to get our various publics
and stakeholders to become familiar and comfortable with the new brand, let alone ascribe
an array of positive attributes to it.
Our first step was to write two letters to clients
and suppliers. The first letter, on Bryant,
Fulton & Shee letter head, was from me, as
Chairman, and one of the founders, advising
that this was ‘the last letter you’ll ever get
from Bryant, Fulton & Shee’. It went on to
announce the new name, but without a lot
of background. The next letter, which went
out about a week and a half later, was from
Andrea Southcott, our President, and it was
on our new TBWA stationery. In the letter,
Andrea extolled the virtues of our new partnership, noting that we had already been
reaping the benefits of being part of TBWA
for the past two years.
Back in Vancouver, the real job was now
under way (and still is). We recognized that
for our new name to become familiar, and
for it to have all the positive attributes
associated with our ‘old’ name, we would
need to keep up a steady barrage of communications over the next year. We established a budget, determined our key
objectives, and target audiences and developed a plan. I won’t tell you everything we
plan to do over the next year (it would spoil
the surprise), but I can tell you about the
more obvious tactics, and the ones already
under way.
We followed our initial letters and news releases
with a direct mail campaign which reminded
recipients that we may have changed our
name, but we haven’t changed our irreverent
attitude. The mailers also announced a party
to celebrate our new offices (we moved to the
World Trade Centre on May 3rd). Obviously,
with new premises we had the opportunity
to create a strong brand identity for TBWA –
which we did.
We also decided to be even more active than
we have in the past as event sponsors, focusing on those events where our industry gathers. So TBWA was/will be visible at the BCAB
conference in Kelowna, at NABS events throughout the year, at the BCAMA Marketer of the
Year, Lotus Awards, etc. Ideally, part of our
visibility at creative awards shows will be that
we continue to win recognition for our work
– that’s the very best way to be visible!
We’ve adapted our direct mail campaign
for use as advertising (see the inside front
cover of marketline) and we’re committed
to contributing articles to trade publications (like this one) on an ongoing basis.
Since we participate in periodic tracking
studies among marketers to measure awareness and brand attributes, we’ll be able to
evaluate our progress in getting the recognition we want for TBWA. Depending on
how well we believe our brand is doing, we
have some other things we plan to do – but
we can’t spill the beans just yet.
LESSONS LEARNED
Here are three things any marketer should
consider when deciding to make a brand
name change.
1. Don’t do it, unless there’s a good reason.
Even when there is a good reason, it’s still
challenging to re-establish awareness and
brand equity, so think long and hard before
proceeding. Count this as advice. I wish I
had once or twice myself.
2. Use every means you have to communicate. The more ways you can think of to
reach your target group the better. The
goal is to be everywhere, as quickly as possible, with your new brand identity. And
don’t do the change piecemeal. When you
re-brand, re-brand everything – signage,
letterhead, invoices, etc. right away.
3. The job is never done. You can’t just announce
your new brand and leave it at that. You
need to keep hammering away at awareness and your new identity like you were
starting the business from scratch – which
in some ways, you are. It’s an ongoing,
never-ending responsibility to keep marketing your brand. But you knew that, right?
Of course, we had one-on-one conversations
with all our key clients and suppliers well in
advance, so the letters didn’t really come as
a surprise.
On March 27, the official date of the change,
we gave media interviews and sent out news
releases to all of the trade and general business media in the country. We received good
coverage of our announcement and positive
comments. As well, our senior management
team from across the country attended a client
appreciation party in our Toronto office, to
celebrate the change. The hundreds of people in attendance saw videos of our global
and national campaigns, some inspiring footage
from our worldwide conference which had
taken place two weeks previous, and listened
to a few words of wisdom from our worldwide chief Marketing Officer, Laurie Coots.
As of that evening, the re-branding had begun.
bcama.com
Br yant, Fulton & Shee is now
summer 2003 marketline
19
BCAMA Committee Profile: Speaker Series
CYNTHIA (CINDY) HAAPANEN, B. SC., B. COMM.
Finding solutions that help businesses and non-profit meet
their goals through strategic planning, marketing and operational effectiveness is Cindy’s passion. Cindy has 15 years of
consulting experience, and since 1991 she has owned CSH
Consulting: Creative Solutions that Help! In her spare time,
Cindy can be found on the volleyball court, socializing or doing
volunteer work. Her most recent volunteer contribution was
four years on the Board for SOS Children’s Village BC, two
years as President during start-up and Ministry negotiations.
‘My first response when asked if interested in being a Speaker
Series Director was I do love throwing a great party,” said
Cindy. “It is both rewarding and challenging to plan events
and speakers that foster professional development, networking and mentoring for such a
broad BC marketing community. Have suggestions on what you’d like to see next year? Drop
me a line at [email protected].”
LISA LYNK, M.SC.
Lisa Lynk has been employed with TELUS Corporation for the
past five years. During this time, she has been involved in
sales, forecasting and market analysis. Currently, Lisa is a
member of the TELUS Customer Marketing team working as
a Marketing Analyst and is also managing consumer research
projects. In her spare time she is completing her CTM from
Toastmasters International, plays volleyball and is on the UBC
sailing club executive.
BCAMA AGM –
Party of
the Year
This year's AGM was a huge success thanks
to Katherine Anderson of Detroit Creative
and her committee. Held at the new Fluid
Lounge and Restaurant on West Hastings,
members, sponsors, volunteers and the
BCAMA Board mixed, mingled and munched
their way through an evening of accolades
and announcements.
In the next issue of marketline watch for a writeup on the 2003/2004 BCAMA Board of Directors,
including our brand new marketline Editor
Marcie Sayiner. Also watch for details on some
extraordinary initiatives such as the BCAMA
mentoring program, insights as to what's been
happening on the college scene and our upcoming speaker series line-up.
The BCAMA Marketer of the Year Award Gala
will kick off our 2003/2004 season on
Wednesday September 24th. This is always
a popular event. Get your tickets early, so
you don't miss out.
While the new BCAMA Board retreats to
strategic planning over the next few months,
please direct inquires to Cheryl at the BCAMA
office at 604.983.6AMA or at [email protected]
or visit our website at bcama.com.
Have a great summer!
marketline Cover
TREENA INNES
Treena carries over 16 years of experience in the corporate/non
profit world with the unique combination of sales, marketing
and accounting. Treena is an active volunteer in our community who enjoys being a Big Sister, a member of council
of the Chamber Business Diversity Awards and various committee work. She is seen in many public speaking venues presenting topics on adoption and educates prospective parents
on BC's waiting foster children. Treena currently operates
TKM Marketing where she can focus her unique trio of skills
to help businesses and non-profits reach their dreams through
her development expertise.
COLLEEN MOYNEUR
Born in Vancouver, Colleen is an adventurous Canadian who
has traveled extensively and has had the opportunity to work
in four countries besides Canada, including Singapore, Australia,
New Zealand and Hong Kong. In the past 15 years she has
worked predominantly in the Information Technology field.
Her recent senior roles have been in professional services
consulting, management and sales (large infrastructure change),
where she also participated in marketing initiatives. She holds
a Management Diploma and is a Microsoft Certified Trainer
and Professional. Colleen enjoys many sports, traveling and
caring for animals.
20
marketline summer 2003
The cover for this issue of marketline compliments of Krista McDonald, Creative Director,
b-scene media.
With a background in branding and design
stretching back fifteen years, Krista’s passion for commercial art and illustration is
evident in the approach to this edition’s
unique cover. Consistent creative progression for all client needs is the mandate she
carries through her impressive body of work.
In her upcoming role as the Principal at Mad
Dog Creative Inc., Krista will continue to
advance the creative use of technology and
design on behalf of her clients and affiliations. In this position, Krista will lead major
client accounts for the firm with WhistlerBlackcomb, Tim Horton’s and Microsoft Small
Business Solutions as well as coordinate the
first annual Vancouver Create-A-Thon – a
design event for the support of non-profit
organizations in our community.
For more information on Krista and her initiatives, please visit b-scene.com as well as
maddogcreative.com.
bcama.com
Connect With The BC
Marketing Community
BCAMA Executive Profile
BCAMA President-Elect Janet Andersen
A SIDE CAREER WITH BCAMA
It was 1994 when my colleague at the time
gave me a brochure on the BCAMA and told
me that I needed to join because anyone who
is worth their salt in marketing was a member of this highly regarded marketing association. I joined.
Right from the start, I wanted to be actively
involved. It took a few years before I could
break into the organization and get involved.
My first stint as a volunteer was on the
Collegiate Community, which made sense
because I spent my day working with students studying marketing at SFU. I was
impressed with the dedication of marketing
professionals who volunteered with the
BCAMA to put on high-quality events for its
membership.
An educational adventure took my focus and
time over the next few years; however, I did
remain a member because of the value I knew
I would receive. Each year, I would watch
for the programming line-up because the
events were always so timely with what was
relevant in the marketing community.
It was not until 2001 that I became actively
involved again, but this time my involvement
was at the Board level. I took a risk and became
Director of Morning Events – outside my comfort zone, thus, an opportunity and a challenge. All the events were sold out and I
thoroughly enjoyed the commitment from
my peers who attended an event at 6:30 AM.
I climbed the BCAMA ”Corporate” ladder
quickly. Next role – President Elect. Yikes.
The AMA sent me to Chicago on a Leadership
Summit. The Summit was incredible and I
believed I was well equipped to do the job
at hand. My year as President-Elect has been
extremely rewarding in all aspects. And now
I am the incoming President. I am so excited
and honored to have come this far with the
BCAMA. Here’s to an awesome 2003/2004;
one in which I hope you decide to start your
volunteer career with the BCAMA!
As the only organization
in British Columbia that
brings together the people directly involved in all
facets of professional marketing, the BCAMA
Sponsorship Program is a unique and valuable opportunity to communicate to this select
group. The BCAMA has a great balance of
supplier and client-side membership, representing a very unique, targeted, opportunity
for your sales message. We can build a custom sponsorship solution that is tailored to
your marketing objectives, timing and budget.
Our Sponsors are extremely supportive of the
BCAMA and continue to play a part
in our organization year over year. Their ongoing commitment was a testimate to the
value of BCAMA Sponsorship. marketline
spring 2002 is dedicated to our Sponsors. Visit
bcama.com/marketline to view this issue.
If your company provides products and
services to marketers, consider the potential
of being a BCAMA Sponsor. For more information contact the BCAMA office at
604.983.6AMA.
BCAMA Member Profile
Brenda became the President of BCAMA. She
has worked on “Vision” for over seven years,
and continues to participate this year. Brenda
has also served on the BCAMA Speaker Series
Committee and the Advisory Council of Past
Presidents for Planning and Review. The
BCAMA membership has greatly benefited
from her tireless efforts behind the scenes.
BRENDA CLARK
SENIOR VICE PRESIDENT
TAYLOR-TARPAY DIRECT ADVERTISING
Seventeen years ago, Brenda Clark moved to
Vancouver from Toronto to open the western branch for Taylor-Tarpay Agency. Being
in a service business, Brenda knew that she
had to quickly establish new leads and heard
that the BCAMA was a great place to network in the community. She immediately
got involved and found that through active
participation in the organization, she quickly
expanded her professional network, and also
made a lot of new and life-long friends. Brenda
says, “The AMA had a major role in that.”
Brenda began volunteering with BCAMA as
Board Member in charge of lists, because of
her direct marketing background. In ‘91–‘92
bcama.com
Brenda advises members to phone the
BCAMA, volunteer and get involved. “Involvement with the BCAMA made the most
sense as there are a lot of senior marketing
people involved,” Brenda says. “Having a
good time is key.”
Dedicated to supporting the causes she believes
in, Brenda has also volunteered for many
organizations including: the BCIT Advisory
Council, Science World Gala Committee, Board
of the Fringe Festival, CNIB Fundraising Gala
“Eyes on Art”, and Ronald McDonald House.
Brenda also founded the BC Direct Marketing
Association in 1987, and has been a Speaker
on Direct Marketing and Database principals
at events such as BC Direct Marketing Day.
When Taylor-Tarpay was purchased by Saatchi
& Saatchi, Brenda left the organization and
founded her own agency. She was President
of Direct Results Marketing for eight years.
In 2000, Saatchi & Saatchi purchased Brenda’s
company and integrated it under their umbrella,
bringing her career full circle. As Senior Vice
President of Taylor-Tarpay Direct Advertising,
Brenda continues to stay involved with the
BCAMA in various roles.
PO Box 86300
North Vancouver BC V7L 4R8
Phone: 604.983.6AMA
Fax: 604.983.4263
Email: [email protected]
Web site at bcama.com.
summer 2003 marketline
21
BCAMA Calendar of Events
BCAMA Marketer of the Year Award Gala
WINNER
LOCATION
DATE
To Be Announced September 2003
by Vancouver media
Westin Bayshore Resort and Marina,
1601 West Georgia Street, Vancouver
Wednesday September 24, 2003
RECEPTION
5:30PM – 6:30PM
NETWORKING & REGISTRATION
5:30PM – 6:30PM
AWARD GALA
6:30PM – 8:30PM
The 2003 BCAMA MOY Selection Committee
SHERI WISNOWSKI
CHAIR, 2003 BCAMA MARKETER OF THE YEAR SELECTION COMMITTEE
DIRECTOR OF MARKETING, LIBERTY WINE MERCHANTS
As Chair of this year’s Selection Committee, it’s my pleasure to introduce my
fellow judges:
• Vinetta Peek, President, In-Motion Media
• Chuck Phillips, Advertising Survivor, Chuck Inc.
• Andrew Pottinger, Public Relations Counsel
• Adrian Scovell, Director of Regional Marketing, Rogers Video
• Neil Soper, Executive VP, CanadaWide Magazines & Communications Ltd.
More details on these marketing community contributors in the next issue of marketline.
marketline is published quarterly by the BC
Chapter of the American Marketing Association.
marketline welcomes input from all BCAMA
members. If you have any suggestions or
contributions, contact marketline Editor
Donna Burton at [email protected] or
call 604.789.4765
To advertise or sponsor marketline, contact
Director of Sponsorship Elma Melhus at
[email protected] or at 604.609.5877
To become more involved in the BCAMA,
contact Director of Volunteer Relations
Meenu Bakshi at [email protected] or call
604.640.3090
To become a member of the BCAMA, contact
Director of Membership Leah Mulleda at
[email protected] or 604.527.9205
To make reservations for a BCAMA event or to
obtain information regarding upcoming events,
call BCAMA Office Administrator Cheryl Iseli
at 604.683.7718 or visit our web site at
bcama.com
As a committee, we don’t make the selection for the BCAMA Marketer of the Year in a vacuum. It is your nominations which bring to light the hard work and the success of BC’s most
talented marketers. And it is never too early to start thinking about whom you think should
receive this honour! Here are some considerations to put your organization in the running:
Opinions expressed are not necessarily
endorsed by the BCAMA, its officers or staff.
• Check out bcama.com for upcoming event and winner details, and consider asking people
whom you think should know more about the award to join you at this event.
Phone: 604.983.6AMA
Fax: 604.983.4263
Email: [email protected]
bcama.com
• Get key decision-makers to put their potential nomination on internal meeting agendas, to
start talking about why and how they can position themselves for this award.
• Consider volunteering on the Event Committee and help to brand the BCAMA Marketer of
the Year as it builds momentum towards its 35th year…an outstanding achievement for an
AMA chapter!
• If you know someone who has the experience, the enthusiasm and the “grey matter” to
evaluate in-depth candidate proposals, the 2003/2004 BCAMA
President at [email protected] wants to know.
The BCAMA Office
PO Box 86300
North Vancouver, BC V7L 4R8
SPECIAL THANKS
Production, Layout & Design
Printing & Prepress
• Look for more details on the MOY nomination
process on bcama.com in June.
On behalf of the current BCAMA Board, the
2003 MOY Event Chair (Donna Leyland) and
the MOY Selection Committee, thank you
to everyone who nominated a candidate
this year and congratulations to all of
those nominated!
Mailing Service
Copyright 2003 by the BC Chapter of the
American Marketing Association.
Printed in Canada.
bcama.com
summer 2003 marketline
23
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