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BTL: Thinking out of the Box

Creating successful and avant-garde Below-the-Line strategies to differentiate your brand and sustain your business growth

Four Points by Sheraton, Shanghai, China 5th & 6th June 2008

"Business has only two functions - marketing and innovation." Milan Kundera

To be able to be unique and differentiate yourself from the rest, your BTL strategies play a significantly crucial role.

Clients Endorsements:

"Randy is a 360° results-driven marketing professional--driving actionable results through analysis, creativity and experience." Brad Mitchell CEO "You had a great deal to do with organising and orchestrating the NACo/IBM "Strategic Choices" Partnership in Minneapolis. Thank you for such an outstanding series of events." Kaye Braaten President NACo (National Association of Counties) "Randy Hobler is one of the two or three most creative people I have met during my business career of more than 35 years. He is very bright, extremely energetic and completes projects with total thoroughness, down to the very last detail." Jack King Director of Communications Services IBM Corporate "During my years of experience as a corporate communications consultant, I have worked with a variety of outstanding communicators with different strengths. But there is one combination that is rare: a command of detail and a talent for organisation combined with creativity. Randy Hobler has that rare combination." Edward Wakin, Ph.D. Professor of Communications Fordham University "Very energetic, encourages student participation, provides multiple teaching methods which prevent the class from becoming stale." Brand Manager Johnson & Johnson

Facilitated by international facilitator:

Randy Hobler President Marketing Mastery

Attend this informative event and gain practical insights into:

· Gaining thorough understanding about BTL marketing for productive application · Maintaining brand consistency that promotes your product effectively · Maximising the ROI of your BTL activities by integrating the right marketing mix for your BTL and ATL strategies · Deploying appropriate tools and methods to measure BTL marketing's ROI successfully · Exploiting BTL marketing to grasp better understanding of your customer · Building customer loyalty with tailored marketing strategies that influence the customer behavior successfully

marcus evans training courses are structured to provide intense and practical training. Our format:

· Combinations of educational presentations, productive in-session assignments and participant collaboration to provide actionable learning · Strictly limited numbers to allow for greater interaction and one-on-one interaction with the trainer · Detailed pre-course questionnaires to allow you to tailor the programme to address your individual concerns · Hard copy of presentation materials and tools

Part of Randy's client list:

· · · · · · · · Intel China HP Kodak Ricoh P&G Vistakon Microsoft Johnson & Johnson · · · · · · · · IBM Lexmark Xerox Wal-Mart GlaxoSmithKline Saatchi & Saatchi Pepsi Cola McKinsey & Co.

Pre-course questionnaire:

To ensure that you gain maximum benefit from the event, a detailed questionnaire will be sent to you to establish some of you background information and exactly which of the topics covered in the seminar are of major importance to you and major issues related to those topics. The course trainer will analyse the completed forms. As a result, we ensure the course is delivered at an appropriate level and that relevant issues will be addressed. The comprehensive course material will enable you to digest the subject matter in your own time.


*This course will be conducted in English

Media Partners

Supporting Publication

*Early Bird & Group Discounts Ask about our savings

professional training

Day 1

Thursday 5th June 2008

Session One Integrated Planning, Integrated Marketing Communications · The Marketing Process · The Strategic Hierarchy · Combining BTL with ATL · Role of effective frequency, organisation, process, strategy and logistics in IMC Wondering how much of BTL or ATL is enough to send your message across to your target audience, how to achieve a more satisfying IMC results? The course starts by serving you the perfect appetisers- understanding of marketing process, strategic hierarchy and different parts of IMC, before feeding you with the meaty main course. Session Two Integrated Planning, Integrated Marketing Communications (cont'd) · Achieving brand consistency · Business definition and positioning · Positioning analysis · Problem/Opportunities Analysis BTL marketing and branding are inseparable. More often than not, BTL serves branding purposes. Session Two provides good tips for a happier and healthier marriage of both that will maintain sustainable brand consistency and revenues. Session Three Enhancing Strategic Creativity · Tips/framework for strategic creativity · Synectics class exercise · Leveraging Value-Added Services · Case Study: Unilever deploying database marketing for competitive advantage Creativity is always one of the biggest challenges to marketers. This session shows you some magic that will inspire your strategic creativity and innovativeness! Session Four Enhancing Executional Creativity · Tips on executional creativity · How to help your agencies think outside the box · Web 2.0 Approaches · New approaches to product launches You used it, your competitors tried it, and everyone else did it. So you are bored with the same old BTL execution tactics but cannot think of something new? Why not come hear what Randy has got to say? With his extensive experience in all aspects of marketing, you will be enlightened in some ways for sure!

About your course facilitator:

Randy Hobler is president of Marketing Mastery, a international marketing consulting firm that helps small, medium and large companies master their marketing challenges and problems with proven consulting methodologies. Randy has over 29 years' experience in the fields of marketing, advertising, direct marketing, agency management, market research, e-commerce integrated marketing, branding and strategy. While at IBM he pioneered integrated marketing communications, heading up a department that integrated the marketing communications activities of 20 different communications departments and 15 marketing departments. He won a quality award at IBM for applying the techniques of quality to direct marketing. After IBM, Randy was a consultant at Gartner, an EVP at Grey Direct, VP of Marketing at Globalink (a translation software company), Maritime Direct (world-wide maritime portal company) and director of marketing at where he pioneered 1:1 direct marketing techniques. He is an official marketing trainer for the ANA (Association of National Advertisers) and has delivered courses in Brazil, Belgium, Greece, China and throughout the United States. He has been nationally published on a variety of business topics. His most recent article was an extensive study of loyalty programs in the chain restaurant business. He has also been a speaker at national and international conferences on marketing topics. A Princeton graduate, Randy served in the Peace Corps in Libya, and worked for two years in Saudi Arabia, saving the Ministry of Education $400 million across two projects. He is fluent in French, conversational in Arabic and Spanish.

More on Randy's clients:

Solutions providers: · Sun · Zebra Technologies · Unisys · Hummingbird Consulting / advertising companies: · Bowne · Interbrand · Grybauskas and Beatrice · Grey Direct Financial institutions: · AXA Equitable · Sama Dubai · Prudential Insurance · Bank of Tokyo · Chase Bank Education institutes: · GeoHistory. Inc. · Sacred Heart School · Westchester Conservatory of Music · Math Mastery And many more.

Workshop Schedule:

0830 0900 1030 1100 1245 1345 1500 1520 1700 Registration & coffee Workshop commences Morning Refreshment & networking break Workshop re-commences Luncheon Workshop Commences Afternoon Refreshment Workshop re-commences Workshop concludes

About the Endorser

The Hong Kong Direct Marketing Association was established in Hong Kong in 1982 to represent & promote the best practices of direct marketing principles. The Association also serves to protect the common interests of those in the communication business and associated industries. The HKDMA conduct regular activities such as luncheons & seminars, networking events, newsletter and publications as educational and communication channels for industry practitioners. All HKDMA members abide by the Association's code of ethics and standards, designed to protect the rights of consumers and uphold the integrity of the Direct Marketing industry.

In-House Training Solutions

If you have a number of delegates with similar training needs, then you may wish to consider having an In-House Training solution delivered locally on-site. Course can be tailored to specific requirements. Please contact Sarah Faradilla on +603 2723 6600 or email [email protected] to discuss further possibilities.

marcus evans would like to thank everyone who has helped with the research and organisation of this event, particularly the trainer, who has kindly committed and supported the event.

Day 2

Register Now

Contact Marketing at marcus evans Tel: +603 2723 6763 Fax: +603 2723 6699 Email: [email protected]

Friday 6th June 2008

Session One New Research Tools · Ethnographies · Ideal product · Consumer Process Mapping · Occupational Psychographics · Case Study: Disneyland Hong Kong- What went wrong? Nothing is more important than a thorough understanding on your products, market, and target audience when designing a marketing strategy. Time to learn new research methods to do the job? This session is going to be absolutely inspiring and beneficial! Session Two Better BTL Execution · Touchpoints/360° branding · Experiential marketing · Leveraging technology · Case Study: OfficeMax- Viral Marketing Brilliant ideas and plans too require executions to be conveyed and understood. Sound BTL execution brings greater business effects than merely conveys messages. You will learn new approaches to executions that help you achieve unexpectedly successful result! Session Three Better BTL Execution (cont'd) · Clientship: Leading agencies to greater performance · CRM abuses to avoid · Social networking · Web marketing concepts Many say nothing is perfect. But you can definitely get closer to the realm and it is never too late to start your pilgrimage now. Serves as the second half of better BTL execution topic, this session offers clues to utilise opportunities available and to avoid the pitfalls in executing BTL campaigns. Session Four Metrics and ROI · Building measurement into strategy · Measurement techniques · Dashboards · Calculating ROI Mission accomplished? Do you really think so and how can you define your success? Do your numbers mean anything? This session is not to be missed if you have or ever had a slight doubt in the measurement of the effectiveness of your marketing strategies.

Why you cannot miss this event

Competition to won over customers is never easy. In today's world, the best products do not always win in the market. Companies are trying different methods to fight the war. Many deploy various creative sales and marketing strategies to attract the attention of their target audience. Due to the change in customer buying behaviours and demands, above-the-line marketing or mass media marketing only is no longer enough to influence your customers to purchase your products or services. Today's marketing messages need to be more focused because the consumer is in control. More efforts have to be placed in reaching the customer personally. Therefore below-the-line marketing activities, such as event marketing, direct marketing, database marketing, coupon, price promotions, contest, etc are getting their ways and received positive responses from the target audience. However, lacking of innovation or creativity in your BTL strategies will not work either. Too many similar or identical BTL marketing campaigns, which can be seen in the market, have not achieve their best results. In order to stand out among your competitors, marketers need to be more creative and sensitive in designing their BTL campaign. Not only so, a right marketing mix of ABL and BTL activities count to achieve the most effective marketing strategies. This training, featuring a master in Marketing, Randy Hobler, intends to bring you innovative and yet practical knowledge to inspire creative ideas for BTL activities. By end of the course, you will also gain the know-how to achieve the proper marketing mix of ATL and BTL as well as effective techniques to measure ROI and build it into your business strategy.

Who should attend

Directors, Heads, Managers of: · Marketing · Marketing communications · Advertising & promotions · Branding · Strategic planning · Public relations / corporate communications From the following industries: · FMCG · Cosmetics · F&B · Healthcare and pharmaceutical · Electrotrical & Electronic · Telecommunications As well as from advertising & PR firms, marketing consulting firms and event companies.

More testimonials from clients:

"Excellent! Not enough good adjectives to describe what a nice job he did in presenting the info in a clear, concise, timely manner." Chemical Bank workshop attendee "Randy Hobler brings dimension and focus; extremely articulate--has depth of field regarding challenges and potential solutions." Marketing Workshop participant

About the Media Partners

China Knowledge is a provider of business intelligence services focused on the market in China. Under our China Knowledge umbrella we have five business units ­ namely press, multimedia, consulting, research, and online services. Our services range from business guides, books, news reports, and research; to consultancy and business-setup services; to in-depth market research and video documentaries. Let our extensive array of services give you a comprehensive outlook on everything about China. MeiHua Information is the leading service brand towards the China marketing community. The flagship site ( provides various services including free information, premium intelligence, planning resource, knowledgebase and expertise-oriented online community. All of its services are architected in order to support higher return of all kinds of marketing goals, no matter used by people from marketers, agencies or media outlets.

"Randy guided the discussions very effectively and provided useful insights and enthusiasm." Chemical Bank workshop attendee "The wide range of his own experiences and that of his other clients which was put into the melting pot of our own experience both teased input from us and enriched the whole discussion." Metaxa Marketing Manager (Greece) "Until Randy spoke I didn't know how I could apply market-driven quality to my function. Very interactive with the group--fun and enlightening." IBM Workshop attendee "Randy is a master of pulling thoughts/ideas together." IBM Workshop attendee

marcus evans reserves the right to change the venue of, or speakers at the conference should circumstances require. © marcus evans

"Business has only two functions - marketing and innovation."

Milan Kundera


Media Partners

Supporting Publication

* Early Bird & Group Discounts Ask about our savings


Register Now

Contact Marketing at marcus evans Tel +603 2723 6763 Fax: +603 2723 6699 Email: [email protected]



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