Greetings fellow members of CSINext. We will be conducting our Chapter Meeting and the topic will be "Marketing in Today’s Economy " Presented by Kimberly Kayler, CPSM, CSI . Mark your calendars for October 10th at 2:00pm EDT. We look forward to having you attend.
Construction Specifications Institute
CSINext Chapter
October 2012 Meeting
Meeting Date:October 10, 2012
Meeting Time: 2:00pm EDT
Meeting RSVP: http://www.anymeeting.com/PIID=E151DC89864F
Speaker: Kimberly Kayler, CPSM, CSI
In today’s market, many are looking for a quick fix to their sales woes. History validates that those who continue to invest in their marketing and sales presence in a downturn fair much better when the economy rebounds. A consistent marketing effort coupled with the proven techniques will position you for success. And, while there are no magic answers, there are several tips for improving your sales in slower economic times. These tried and true techniques include a rededication to existing customers, not “wasting” a good recession, customer segmentation, performing housekeeping, developing new market opportunities and simply being nice. All of these concepts will be explored in detail with examples and all attendees will leave with ideas they can implement immediately – many of which are free.
Learning Objectives:
- Participants will understand the importance of focusing on current customers during a down economy rather spending valuable resources gaining new ones. The importance of maintaining and developing relationships with current customers will be discussed as customers want to work with a vendor they can trust and rely on in difficult times.
- Participants will identify and discuss the importance of using slower times to perform housekeeping duties – such as refining services, conducting research, developing new products or services, and earning certifications – at their firm. We will discuss how many of these activities can be performed internally using existing staff.
- Participants will understand the importance of developing and analyzing customer segmentation plans to select or de-select customers to service, prioritize, develop and manage in a difficult economy. These plans help identify what you view as important in a client, rate your customers and create an action plan to move them to different ratings.
- Participants will discuss the importance of consistent marketplace presence and the concept that marketing dollars invested in a down economy are more valuable than those spent in a good economy. The importance of developing a social media presence will also be discussed.
Learning Units will be provided: Yes (AIA 1LU)
About the Speaker:
Kimberly Kayler, CPSM, CSI
President & Founder • Constructive Communication, Inc.
614.873.6706 •
www.constructivecommunication.com
Kayler has extensive experience in the AEC industry, having served as marketing director for two separate full-service engineering/architecture firms. With a journalism degree from the University of Arizona and a Master’s in Business with an emphasis in Leadership from Capella University, she also has experience as an account executive for an advertising/marketing communications agency. She started Constructive Communication, Inc. (CCI) — a certified Women’s Business Enterprise — in 2001 to serve the needs of technical and professional service firms. CCI serves as marketing counsel for the Tilt-Up Concrete Association, Post-Tensioning Institute, International Grooving & Grinding Association, Concrete Foundations Association, Concrete Industry Management program, American Plastics Council and the American Concrete Institute, as well as a variety of architecture, engineering, construction, product supplier and other firms in the AEC industry.
The first to earn the CPSM designation in Ohio, Kayler is the author of more than 1,250 articles and is a registered provider on a variety of marketing topics with the American Institute of Architects. She is the author of “Leading with Marketing,” a marketing handbook for the AEC industry. In addition, she is an Adjunct Faculty Member at Columbus State Community College where she teaches Public Relations and Customer Services/Sales. Further, she holds board of director positions with the Dublin Convention & Visitors Bureau and the Dublin Foundation. A volunteer with the Junior Achievement program, she manages a CCYHA youth hockey team. In her free-time she runs marathons and plays ice hockey.