Event Speaker and Moderator - William K. Pollock, President, Strategies For Growth
Speaker and Moderator - Reverse Logistics Conference & Expo
Moderator - "Marketing to the Unique Needs & Requirements of Key Vertical Customer Segments" - Amsterdam 2008
William K. Pollock is President of Strategies For Growth, a full service management consulting firm that specializes in strategic, marketing and business planning consulting to the services industry. During the past 25 years, Bill has conducted more than 240 strategic planning, customer survey, market research, business process reengineering, and services marketing studies for clients all over the world. He has been a featured speaker at numerous AFSMI, IQPC, HealthTech, HDI, CRMA, APICS and other services-oriented conferences and seminars, and has published more than 120 articles, newsletters and columns covering a wide range of topics. He presently serves as the Philadelphia-Area Chapter President for the Association For Services Management International (AFSMI), and was the founder and President of the Philadelphia-Area chapter of the CRM Association.Marketing to the Unique Needs & Requirements of Key Vertical Customer Segments
This workshop will provide participants with a realistic set of tools for identifying and understanding the reverse logistics needs, requirements, preferences and expectations that define individual vertical market segments. Being positioned in the marketplace simply as a “generalized” services organization does not always get you into some of the most attractive vertical segments; you will also need to learn the unique requirements of each targeted segment, and tailor your services portfolio, marketing collateral, sales and marketing campaigns - and organization, accordingly.
Participants will learn practical and effective tools to:
• Identify and understand the unique needs, requirements, preferences and expectations of individual vertical market segments
• Understand segment-specific differences in customer requirements based on the concept of service value-in-use
• Collect, evaluate and utilize available market data and information for developing targeted sales and marketing campaigns
• Compete more effectively in individual vertical market segments