Texchange Austin
Persuading Customers When They Ignore Your Marketing
Wednesday, August 16, 2006
| Topic: | Persuading Customers When They Ignore Your Marketing |
| Time: | 6:00 PM (cocktail hour/cash bar) 6:45 - 8:30 PM (dinner/forum) |
| Location: | Austin Country Club, 4408 Long Champ Drive, Austin, TX 78746 |
| Fees | Entrepreneur Members $30, Non-Entrepreneur Members $45.00, Non-members $60 A $15 late registration fee will be charged to anyone who registers after Monday, August 14. |
Description:
* 56% of customers avoid products that overwhelm them with marketing (Yankelovich)
* "Trust in someone like me" has exploded from 20% to 68% in the last two years (Edelman Group)
* 95% of consumer trust somewhat or complete consumer recommendations and opinions, which leads all other media as most trusted form of advertising media (Forrester)
These are a few new statistics that indicate tectonic shifts in how customers are responding to marketing -- and an urgency that marketing needs to adapt. Social networking, blogging, and the growth of word of mouth are outcomes of the fact that customers are more in control than ever. As a result, 56% of U.S. Marketing executives said that the web was either the hub of their organization's marketing strategy or will become the hub in the next year.
In this dynamic session, Internet and word of mouth marketing experts Bryan Eisenberg (author of the recent #1 Wall Street Journal Business best-selling book "Waiting For Your Cat to Bark") and Sam Decker (author and former eCommerce leader for Dell.com) will discuss the changing paradigm of marketing and share principles and strategies of what to do. Plus, since customers start controlling their experience through your web site, Sam and Bryan will pull up a live web browser, choose local Austin websites at random, and share advice from their collective 25 years of Web experience. What makes a good home page? How do you persuade visitors to take action? How do you connect the company's objectives to the visitors' objectives?
(If you're interested in your web site being evaluated, email [email protected])
Moderator:
Thom Singer
Thom Singer is vice president and business development officer for Wells Fargo Commercial Banking in Central Texas. He is also the author of "Some Assembly Required: How to Make, Grow and Keep Your Business Relationships" (New Year Publishing, 2005).
Panelists:
Bryan Eisenberg
Bryan Eisenberg is recognized worldwide as a leading expert on online marketing and marketing analytics. One of the co-founders and CPO (Chief Persuasion Officer) of Future Now, Inc., Bryan has been helping companies realize that to maximize results it is essential to incorporate expert persuasion techniques and a deep understanding of customer behavior into all marketing efforts. Bryan also is an inventor of Persuasion Architecture for which a patent is pending. Persuasion Architecture is a process for persuading customers when they ignore marketing. Bryan is a co-author of the #1 best-selling Wall Street Journal, New York Times, and USA Today bestselling "Waiting For Your Cat to Bark?" and "Call to Action". Bryan has consulted to and run seminars for companies such as: Universal Orlando, GE, PriceWaterhouseCoopers, AeroTek/ Allegis Group, Dell, Volvo, Computer Associates, Overstock.com, LowerMyBills, Agora Publishing, CafePress.com, SAS and many others.
Sam Decker
From 1999 to 2003 Sam Decker led the growth of Dell's Consumer eBusiness to $3.5B, growing it into largest consumer retail site. Sam also directed marketing for a $1B division of Dell, and led strategic initiatives for Dell Consumer Group -- including customer segmentation, Hispanic marketing, and customer-centricity. Prior to Dell, Sam lead marketing for three internet startups in CA. Sam is a two-time author of word of mouth and guerilla marketing books, a frequent speaker at Internet and word of mouth conferences, and on the board of Austin Texchange. Sam is currently VP of Marketing for Bazaarvoice, an Austin Ventures startup focused on helping online retailers and manufacturers build word of mouth. Bazaarvoice was one of two TX-based startups recently selected to the Red Herring 100.
Discussion Leaders Include:
Brant Barton - Bazaarvoice
Jason Black - Boundless Network
Kevin Bury - Quickarrow
William Chan - Crimson Services
Kevin Cunningham - Sailpoint
Steve Harriman - NetQoS
Brian Magierski - Kalivo
Terry Sadowski - Uplogix
Suaad Sait - ReachForce
Fred Waugh - Convio
Sponsored By:
www.anthonyBarnum.com
Austin Texchange Board of Directors:
Chairman: David Lee, Sentient Ventures
President: Kyle Fox, Vinson & Elkins
Past President: Jeff Browning, Austin Ventures
Secretary: Kari Potts, Thompson & Knight
VP, Programs & Administration: Kim Shrum, DLA Piper
Treasurer: William Chan, Crimson Services
VP of Membership: Matt Lyons, Andrews Kurth
Jason Black, Boundless Network
Brian Fenske, Fulbright & Jaworski
Mark Murdock, Attorney
Randi Shade, Kintera
Carol Thompson, The Thompson Group
Steve Vandegrift, Techxas Ventures
Amy Warmke, Ernst & Young
