Pre-Convention Seminar

Leading and Managing Marketing Doreen Shanahan, Pepperdine University
in a Precast Concrete Firm
Presenter: Doreen Shanahan, Program Director and Marketing Faculty, Pepperdine University
Date: Wednesday, Sept. 30
Time: 8:00 a.m. – 6:00 p.m. (Lunch Included)
Cost: $495 Early Bird; $525 after Aug. 11

This course is a one-day executive level precast marketing course that will build marketing acumen and skills in defining, developing and leading your company’s marketing efforts. Acquire specific marketing tools, references, examples and applications for the precast concrete industry. Key topics will include:

    1. Analyzing & Segmenting your Customer Markets
    2. Identifying your Core Competencies & Competitive Advantages
    3. Selecting your Target Markets and Identifying the customers you can best serve
    4. Defining your Value Positioning
    5. Developing your Product strategy (analyzing sales mix, plant capacity and profitability)
    6. Communicating to your Customers
    • Developing your message strategy (What to say: the three things you want customers to say about you)
    • Defining your creative strategy (How to say it)\
    • Determining the message source (Who should say it - customer testimonials)
    • Planning the marketing communication (Where to say it: Web site, sales, sales brochures, sales presentations, trade events, broadcast media, prints media, etc.)

ABOUT THE PRESENTER:
A faculty member at Pepperdine University, Doreen Shanahan worked for more than 20 years in the corporate world in a variety of marketing and communciation positions. She has developed and written more than 80 E2B (education to business) cases with multi-national businesses across a wide spectrum of industries.