Events

Past Events

  • Growing your business one click at a timeGoogle's Council Bluffs facility is still under construction, but the online giant has already arrived in the Omaha area.

    Heather Nelson of Metropolitan Community College recently began teaching one of only two courses nationwide on Google Ad Words, and she shared her knowledge of this hot topic at the September 2007 Omaha AMA chapter meeting.

    Metro's course focuses on the paid side of search engine marketing, particularly on the industry-leading Google Ad Words. Companies bid through an action process to have their sites listed as a "Sponsored Link" in Google results pages. These sponsored links typically appear at the top and running down the right side of the page.

    "The top three positions cost the most, because they are the sites that are most visible," Nelson said. "It uses a 'pay per click' model, so you don't pay until someone clicks." About 75% of web searchers never scroll down, making these top positions valuable.

    Nelson also discussed search engine optimization, the process of designing a site to achieve better free listings in the major search engines. The three key factors are site architecture, content, and link popularity.

    Metro is just one of two community colleges nationwide to offer this pilot course.


  • Marketing to Women Requires a Different ApproachWomen are different from men. According to Ervin & Smith's Gender Marketing Group, those differences can be seen in the way women think about purchase decisions and in the way they process messages.

    This matters because women make over 80% of consumer purchases in the U.S., and members of the Gender Marketing Group spoke about what they have learned at AMA Omaha's August 2007 meeting.

    They used research results, Toyota ads, and clips from Friends to show AMA members and guests how marketers can effectively reach female consumers. Their main points included:

    - Ask her what she thinks Talk to them in online chat groups and other female-friendly research outlets.

    - Pay attention to every little detail Women prefer storytelling, emotions and context.

    - Don't disappoint her online Companies should use the same branding messages online and offline.

    - Make her laugh Humor can work well in reaching women.

    - Show her you care Cause marketing can be another effective tool.

    Ervin & Smith's Gender Marketing Group works with local and national clients to research the needs of women and develop successful campaigns to reach this critical market.

  • Creating Memorable Retail Experiences Consumers are demanding changes in the retail industry. According to RED Development's Wendy Chapman, shoppers want a memorable experience, and she told those attending AMA Omaha's July meeting how her company is creating those experiences.

    Three of RED Development's marketing experts were the speakers at our July 12, 2007 meeting. Chapman is a leasing specialist, Kim Jones is marketing director for Village Pointe, and Alicia Peters is marketing director for Shadow Lake Towne Center.

    Chapman discussed the growth of these "lifestyle centers," which are built around a main street layout. She said the open-air environment, architecture, and landscaping offer an "entertainment experience" that appeal to upscale young families.

    RED Development has 30 retail projects open or under development around the country, according to Chapman, and is best known for lifestyle centers. Locally, the company also played a role in creating SouthPointe Pavillions in Lincoln and remodeling Regency Court.

    Kim Jones discussed the growth of Village Pointe, including the recent opening of a bakery for dogs. She showed samples of the center's direct mail and email marketing, along with promotions for a variety of events.

    Alicia Peters helped to open the new Shadow Lake Towne Center in Papillion on Memorial Day weekend, and she shared some of her experiences, including spending the day with young television star Drake Bell. She said the growth of Sarpy County and lack of competing retailers makes it the perfect location for Shadow Lake.

    AMA Omaha members and guests entered a drawing at the meeting for shopping center gift certificates, and they also had the opportunity to suggest retailers they would like to see in the Omaha area.


  • Mobile Marketing May Be the Next Big Thing What's next? Scot Talcott says mobile marketing will play a large role in our field's future, and he shared his experiences and predictions at AMA Omaha,s June 2007 meeting.

    Talcott is the co-founder and chief operating officer of Catchwind, a Des Moines-based mobile marketing firm. Catchwind primarily does text message marketing for a variety of clients, and Talcott believes the field's growth is just beginning.

    Some of the mobile marketing examples discussed at our June 14 meeting included:
    - UNO Hockey distributing a two-for-one ticket promotion to past customers,
    - A pharmacy sending pollen count messages sponsored by a pharmaceutical company, and
    - Bar patrons texting messages to a display board that is sponsored by a beverage company.

    Mobile marketing must be permission-based, according to Talcott, with customers expressing an interest in receiving your messages and having ample opportunity to opt out.

    While some of us primarily use mobile phones for calling, Talcott believes younger generations have a broader view. He said that 40% of surveyed teenagers are willing to give permission to receiving mobile marketing, but only 1% of them have ever received a commercial message. An opportunity exists, and current response rates often exceed 20%.

    "Once people raise their hand (metaphorically) to say they are interested in communicating with you, you need to keep them engaged," Talcott said. "You need to be timely and professional and make meaningful offers."


  • Marketing is the driving force at GiftCertificates.com Change is a constant for all organizations, but perhaps no local company has been so affected by today's shifting markets and technologies as GiftCertificates.com.

    Adrianne Geppert shared her company's story with members and guests at AMA Omaha's May 10, 2007 meeting.

    Since its founding in 1997, GiftCertificates.com has survived the dot.com bust, three headquarters locations, and a string of new leaders and directions. The company first came to Omaha in 2000 after buying Gift Point, and it moved its headquarters here over the last few years.

    Geppert joined as Vice President of Marketing in 2006, and she said the company aspires to be the leader in consumer gifting, corporate incentives, and outsourced gift cards. GiftCertificates.com has traditionally been a B-to-B marketer, but is now shifting its focus to consumers.

    A new CEO has introduced the concept of a "Product Innovation Machine," and Geppert said the resulting ability to rapidly bring new products to market will help the company beat larger competitors. The CEO also told Geppert that marketing must drive the company. "Nobody currently owns gift cards online," she said, "and I believe we have the point of differentiation to own that space."

    GiftCertificates.com is one of the few "pure play" online businesses in the Omaha area, and Geppert said the company struggles to find local online marketing expertise. She believes there is a need in the area for more specialized talent, and for a way to share interactive ideas and experiences across organizations.


  • AMA Members Rate the Super Bowl of Advertising What do marketers do for fun when they get together? They watch 42 consecutive television ads, and they rate them.

    That's what AMA Omaha chapter members and guests did at our First Ever Super Bowl Ad Review on February 8, 2007 at the Icehouse. Doug Parrott and Mike Reilley from Bailey Lauerman served as our hosts, discussing the history of big game advertising and their firm's attention-getting "Super Bowl of Advertising" rating process.

    Everyone viewed all 42 Super Bowl spots in order, rating them on a 1-10 scale. We then compared our opinions to those of Bailey Lauerman staff members in Omaha and Lincoln, and to the nationwide USA Today Ad Meter findings.

    The First Ever Super Bowl Ad Review was a fun way to discuss advertising trends, and it could become an annual event.


  • Marketing "The Lion King" AMA Omaha was the first to hear the lion's roar. On the day before The Lion King opened at the Orpheum Theater, chapter members and visitors learned about marketing this extravaganza at a special meeting on January 11, 2007.

    The Lion King's Marketing Director Scott Hemerling spoke to an overflow crowd of 97 at the Magnolia Hotel in downtown Omaha. The show has now played in 57 cities worldwide over the last 10 years, and it will occupy the Orpheum for five weeks.

    Hemerling explained how he works with local organizations and media outlets to gain awareness and sell tickets. The show's target audience is women 25-54, and Hemerling reaches this market through everything from coloring contests to museum exhibits.

    One lucky person won four free tickets to the show, and everyone left with a gift bag that went way beyond the usual handout - it contained a stuffed animal, program, T-shirt, and too many other items to list. Hemerling then took chapter members across the street to the Orpheum, where they learned more about putting on the big show and heard the sound system being tested.

    It was a memorable day for AMA Omaha, and a wonderful way to introduce guests to our chapter.

    All recaps written by Steve Brewer