Marketing Health Insurance to Hispanics

Ever want to know how to market Health Insurance? Well here is an excellent opportunity to learn from someone in the field on how to reach the Hispanic Market.

July 10, 2008
03:00 PM - 05:00 PM Arizona Time

Main Location: SRP Information Systems Building Sedona Conference Room 1600 North Priest Drive Tempe, AZ 85281

RSVP By: Jul 09, 2008 05:00 PM Arizona Time

Marketing health insurance to Hispanic consumers presents greater challenges than those looking to reach Hispanic consumers with individual products/services. Marketing Professionals Will Learn Dealing with various levels of consumer acculturation Overcoming language barriers The value of engagement Working with cross-functional teams Measuring results for continued support About the Presenter Lorenzo Sierra, ABC, is an award-winning, accredited regional marketing director for Humana – a Fortune 200 health insurance company. He analyzes and follows through on business trends affecting Humana. Currently, Lorenzo is a founding member of the new Business Marketing Association’s Phoenix chapter. He was recently appointed by Governor Janet Napolitano to serve on the Governor’s Commission on Service and Volunteerism. In February, he chaired the 11th Annual Arizona Latino Media Association’s Student Multimedia workshop. He also sits on the board of the Arizona Hispanic Chamber of Commerce. He is a contributing author of The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing and Leadership and was recently named one of the 10 most influential minorities in the Phoenix business community by the Phoenix Business Journal. He also made the Business Journal’s 2003 Forty Under 40 list. Lorenzo is past president of IABC/Phoenix. The chapter was named International Chapter of the Year for the year he was president. Lorenzo is a graduate of Arizona State University’s Walter Cronkite School of Journalism and Mass Communication and a graduate of the Hispanic Leadership Institute Class 20. About the Company Humana Inc., headquartered in Louisville, Kentucky, is one of the nation’s largest publicly traded health and supplemental benefits companies, with approximately 11.4 million medical members. Humana is a full-service benefits solutions company, offering a wide array of health and supplementary benefit plans for employer groups, government programs and individuals. Over its 47-year history, Humana has consistently seized opportunities to meet changing customer needs. Today, the company is a leader in consumer engagement, providing guidance that leads to lower costs and a better health plan experience throughout its diversified customer portfolio. *Please Note* Deadline: Online reservations must be made no later than 5:00 pm on the Wednesday before AMA’s SIG Session. Refund policy: We are happy to accommodate you as we know your plans may change. Refunds will be made if your reservation is cancelled the Tuesday before the event. A 10% handling charge will apply. Registration at door will be $30 for Members/Students and $40 for Non-Members

Member $20.00/Member by Jul 04, 2008 $30.00/Member [Late] by Jul 09, 2008 Non-Member $30.00/Non-Member by Jul 04, 2008 $40.00/Non-Member [Late] by Jul 09, 2008 Student $20.00/Student by Jul 04, 2008 $30.00/Student [Late] by Jul 09, 2008

Marketing ROI Techniques

Marketing ROI Techniques Training Series
Chicago - August 5-6
San Antonio - August 19-20
Boston - September 22-23

Click here to register

Recent improvements in marketing analytics and data accessibility make measurements more possible than ever before, yet no silver bullet approach exists to make this an easy task. With executives demanding increased accountability, corporate marketing managers must respond to win more of the untapped profit potential that lies just out of reach.

This two day course will take you through the basics as well as more advanced marketing ROI techniques. It is best suited to marketing managers, analysts, researchers, and executives in medium and large companies that have reasonable access to sales data and resources to dedicate to measurements. Through interactive presentation and exercises, participants will learn how to use measurements, analytics, and financial discipline to guide the development of more profitable strategies and tactical marketing campaigns.

Marketing managers, analysts, researchers and executives within medium to large companies with reasonable access to sales data and resources to dedicate to measurement will learn how to:

• Bring the discipline of measurement and financial accountability into marketing’s strategic decision process.
• Understand the range of measurement methodologies available to capture the incremental impact of marketing.
• Develop accurate marketing ROI calculations that can be used consistently across all marketing initiatives while meeting the standards of the finance group.
• Improve strategic and tactical planning with marketing ROI techniques and tools.
• Understand how new approaches require a cultural transition for marketing
• Develop a road map for putting marketing ROI techniques into practice

About the Instructor Jim Lenskold, international speaker and a leading authority on marketing ROI, is President of Lenskold Group and author of the award-winning book, Marketing ROI: The Path to Campaign, Customer and Corporate Profitability (McGraw Hill, 2003). Lenskold Group consults with large and emerging corporations on marketing profitability management, marketing measurements, advanced marketing ROI techniques, and CMO management tools.

For more information visit www.marketingpower.com/tsmarketingroi or call 800.AMA.1150

Marketing Green for Electric Cars

We are all feeling the gas crunch as prices pass $4.00 a gallon and many employers aren’t excited about the idea of telecommuting for their employees yet. Well you won’t hear me complain about the evil “Big Oil” and their so called undeserved profits. What I will talk about is what are the auto manufacturers doing to provide us with viable alternative vehicles? The current crop of electric cars look like crap (Prius) and don’t save the consumer much in fuel costs or performance.

Along comes a little company called Tesla Motors with the first electric car that we can all collectively salivate over with a beautiful appearance and performance to match. They teamed up with Lotus to create the first electric sports car. So why have we not heard much about them or seen them on the road? Well the production model of the Tesla Roadster was just released in 2008 and of course the price tag is a hundred thousand American dollars. So that is the marketing dilemma. We have this dream machine yet the development costs are astronomical so they have to recoup that, and then partnering with Lotus means it won’t be an affordable car for many Americans yet at that price point the revolutionary car won’t make much of an impact in large volume sales or the environment.

In a perfect world though with fuel costs only going up, if the Tesla electric car is the answer then they would be smart to create something similar in appearance and performance at a lower price point in a marketing campaign to flood the market, much like Volkswagen did with the Beetle in the 60’s. Here are a few videos of the car.

I’m not sure it would work, I only bring it up because I want one and don’t see spending a hundred G’s on a car let alone anything over $20k.

The Best Marketing for Classical Instruments and High School Bands

Here’s an Idea!

A co-worker and I had a conversation the other day about music lessons for young children, as her son has played the violin for three years and hates it and wants to quit which is normal for a boy at 10 years old. He of course wants to be a Guitar Hero! Well then the subject got on to the Cello and how beautiful the sound was etc. Then another co-worker chimed in and told us about a cello metal band that plays Metalica songs all on the cello. Their name is Apocalyptica This is not Vivaldi by any strech of the imagination. They have several youtube videos and albums. I had no idea how huge these guys are.

Then I thought how the classical music teachers, and high school band directors are really missing tthe mark in getting young kids excited and passionate about the more classical instruments such as the cello or violin. If they taught students some stuff like this and showed that YES these instruments can be cool! You won’t need to wait an hour after school to leave with your cello or violin so no one will see you. I can’t say anything about the tuba. No amount of marketing can make that a cool instrument.

So anyway here is another video from what appears to be a High School Orchestra recital playing “The Final Countdown” by the ’80s band Europe. At least one High school band director has some level of cool. I bet there is a line to get into band class too.

I sincerely hope a music teacher is seeing this and gets an AH HA moment.

SPECTRUM Awards Ceremony to honor Top Advertisers and Marketers

Spectrum Awards 2008
Event by: AMA Phoenix

May 21, 2008
07:00 PM - 10:00 PM Arizona Time
(Location: Phoenix Art Museum )

Main Location: Phoenix Art Museum
1625 N Central Ave
Phoenix, AZ 85004

RSVP By: May 20, 2008 10:00 PM Arizona Time

Title Sponsor

VIP Cocktail Party Sponsor

Keynote Speaker: Dan Harkins

Don’t miss the MUST ATTEND EVENT OF THE YEAR for marketing and advertising professionals all over the Valley! The American Marketing Association Spectrum Awards is a veritable “Who’s Who” in the Phoenix marketing and advertising scene, and is the PREMIER OPPORTUNITY for you to meet people from the VERY BEST AGENCIES in the SouthWest and ARIZONA, network with your peers, socialize, and check out your competition! If you are in Marketing and Advertising, you need to be here.

Register today and enjoy an exciting evening with other key marketing and advertising professionals who are at the top of their game at the BEAUTIFUL PHOENIX ART MUSEUM in downtown Phoenix.

But hurry – seating is limited and thousands of industry professionals have been talking about the success of last year’s event.

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AGENDA

May 21, 2008	Wednesday 07:00 PM - 10:00 PM	Phoenix Art Museum
	06:00 PM - 07:00 PM Silent Auction
	07:00 PM - 09:00 PM Awards Ceremony and Dinner

Member $100.00/Member Student $100.00/Student Non-Member $125.00/Non-Member Table of 10 $900.00/Table

Thank you to our sponsors

Save the Male!

Advertisers have long used sex and beautiful women to sell products. Women’s groups have been fighting against the stereotypes that are portrayed in advertising, and rightly so. We are confronted with the slutty, the deceiving, the weak and dumb blonde stereotypes in ads and television and movies. This does great harm to women. Young girls can do good in math and science. They don’t need to use their sexuality to get what they want. Women also have a valid choice to stay home and take care of their children if they desire. They are not less of a woman if they are awesome cooks and great mothers. Well, what about the stereotypes of men in the media? I have seen over the years a very disparaging view of men and fathers. We are shown as idiots, we only have one thing on our mind and fall for the seduction of beautiful women. Beer and television and sports are more important than our family. We are shown as lazy and disrespected by our wives and children or the stupid redneck etc.

an excerpt from an ADAGE.com article written by Glenn Sacks and Richard Smaglick provides 3 suggestions for advertisers:

1. Create more ads that are father-positive. Some recent examples include AT&T’s touching father-daughter ad “Monkey”; First Choice Holidays’ “Slow-Motion Hugs”; and Ford’s father-son ad “We Know.”
2. As we consider whether it’s wise to make men the butt of every joke, we should also consider the joke itself. Many see the 1960s as the golden age of advertising. Those who crafted the ads of that era created work of superb quality, seldom if ever resorting to the contempt, shame and aggressive ridicule of today’s ads.
3. When an ad does need to poke fun at somebody, stop automatically defaulting to men as fools.

I applaud the advertisers who portray men and fathers in a positive light. Another good example I have seen is the movie Game Plan. It showed a black football player as a good role model, a good father and husband. This is very different from other portrayals seen in the media.

So, we don’t need to resort to the lowest denominator for an ad to work. The public is smarter than that.

iCrossing Expands Into Germany With Acquisition of 3GNet

Here’s an Idea!

Acquisition Extends iCrossing’s European Footprint and Grows Retail Client-Base

SCOTTSDALE, Ariz. – April 14, 2008 – iCrossing (http://news.icrossing.com), a global digital marketing company, announced today that it has acquired German digital marketing agency 3GNet GmbH. The acquisition extends iCrossing’s leadership in the U.S. and U.K. into the pan-European market, further establishing the company’s global footprint and client base. The terms of the deal are not being disclosed.

One of the longest established digital marketing providers in Germany, 3GNet provides natural and paid search marketing as well as affiliate marketing services to a number of global brands, including eBay and ESPRIT, as well as leading European brands Görtz, Allianz 24, HSE24, baby-walz and O2 Germany.

3GNet will continue to be led by founders Patrick Bertermann, Oliver Grünig, and managing director Gottfried Häuserer, who will report to Don Scales, president and COO, iCrossing. Headquartered in Munich with an additional office in Berlin, 3GNet will be transitioned to the iCrossing brand.

3GNet’s search and affiliate marketing expertise enhances iCrossing’s ability to serve its global clients – including The Coca-Cola Company and Toyota, among others. The deal brings iCrossing’s headcount to 620 employees across 15 offices in the U.S. and Europe.

“3GNet has a track record of delivering excellent results for global brands in the European market,” said Jeffrey Herzog, founder and CEO, iCrossing. “Their understanding of the European search market, particularly in leveraging affiliates, as well as their technical expertise, makes them a perfect fit for iCrossing.”

“We were not only impressed with 3GNet’s capabilities in digital marketing,” said Don Scales, president and COO of iCrossing, “but also with the cultural similarities with iCrossing. Their creativity and passion will serve us well in the European market.”

“iCrossing has become one of the largest independents in the world, and they have the right mix of people, technology and vision to continue that growth,” said Patrick Bertermann, co-founder of 3GNet. “We will draw upon their deep pool of expertise in the areas of search, social media and analytics to broaden our market among current and new clients in Europe.”

3GNet was advised on the transaction by Fraser Finance and MLawGroup.

About iCrossing

iCrossing is a global digital marketing company that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class digital marketing services – including paid and natural search marketing, Web development, social media, research and analytics – to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing’s client base includes such recognized brands as Epson America, Toyota, Travelocity and 40 Fortune 500 companies, including The Coca-Cola Company and Office Depot. Headquartered in Scottsdale, Arizona, the company has 620 employees in 15 offices in the U.S. and Europe.

About 3GNet GmbH

The 3GNet GmbH, an iCrossing company, was founded in 1999 by Patrick Bertermann and Oliver Grünig and is one of Germany’s leading agencies in the online marketing sector. The company employs a diverse, multilingual team of seventy to offer international search engine optimization, search engine marketing, and affiliate marketing management. 3GNet clients include Allianz 24, Epson Germany, baby-walz, eBay, easyCredit, ESPRIT, HSE24, and O2 Germany.

What is Your Personal Brand?

Here’s an Idea!

It’s clear that in today’s competitive environment, executives and even non executives need to build and express their personal brands to stand out from their peers and achieve their goals. “Yes, I know”, you say, but readers take note: the benefits of having a strong brand truly are tremendous. Strong brands command greater compensation; they thrive during economic downturns; they are in control of their careers; and they achieve a level of success and satisfaction few others can even imagine.

You may say that you are not a brand or product; I am a person!

While we are people, we also have a personal brand that reflects who we are and how others perceive us. What does your brand say about you?

Are you valuable?

Are you a commodity?

Do you exceed expectations or fall short?

How do you improve your brand image or maintain it? When I left Phoenix College, a fellow employee told me “I would never go to the Private Sector; there is no job security.” I told that person that security is an illusion. The real security comes in your ability to stay employable. That requires working harder and smarter than those around you and providing value to the organization which surpasses what you take in compensation. All of this increases your brand equity as well.

“OK”, you say, “but what can I do about mine?” Well, in addition to being able to boast these enviable benefits, strong brands have something else in common. They all sail fearlessly along the Seven Cs of successful branding.

To read more download the whitepaper: Personal Branding: Sailing the Seven C’s by William Arruda

Marketing to the Millennials

Here’s an Idea!

There has been a lot of research regarding the different generations in the workplace and how each is motivated, their work ethic etc. Well with the Millennials here as a group are very large and demand to be listened to. They are very optimistic, very connected or wired, and want life on their terms. It is very important for marketers to understand them and here is a link to a guide which provides some insight into the Millennials:  Morley Winograd and Michael Hais have written a guide to the behavior of “the Millennials,” those born in the ’80s.

Hispanic SIG: Arizona DiamondBacks in the Hispanic Market

Here’s an Idea!

Want to hear how the Arizona DiamondBacks reach out to the Hispanic Baseball Fans?

Here is an event you do not want to miss, brought to you by the American Marketing Association Phoenix Chapter.

April 17, 2008
04:30 PM - 06:00 PM Arizona Time

Main Location: SRP Information Systems Building Sedona Conference Room 1600 North Priest Drive Tempe, AZ 85281

RSVP By: Aug 16, 2008 10:00 PM Arizona Time

Join us for a fun networking event with Julie Romero. She will discuss how the Arizona DiamondBacks are reaching out and marketing to the Hispanic market, the competitive sports environment, and the fan experience. There will be refreshments and door prizes autographed by Diamondback players.

Register for the Hispanic Special Interest Group event Here.