Market Quake 2020
The seminar opens with a Market Quake. The floor won't shake, but the ways in which you think about marketing might. Thomas Winninger is an award winning consultant on the topics of market differentiation, cost alignment, business growth and target trends. He is the founder of Visionscope, a Minneapolis-based think tank, and author of the best selling books Market Quake 2020 and BULLSEYE! His market strategies have been featured on CNBC, First Business, Venture and Success Magazine.

Generational Marketing for Industry Growth and Workforce Development
Understanding how to market to generations goes well beyond the right message to the right age group. Don't let this marketing cliché fool you—this deals more significantly with lifestyle and knowing how to market to behaviors. Melissa Abbott, senior trendspotter for the Seattle-based Hartman Group's Tinderbox, will clarify what this up-and-coming trend in marketing really means for equipment marketers. Melissa's expertise with culture, language, imagery and ritual has made her a thought leader in understanding meaningful intersections in consumer behavior.

Marketing to Cultures within North America
It is estimated that by 2050, one of two new employees entering the workforce will be Hispanic. Carry the scenario further, contractors and fleet owners who make important purchasing decisions will increasingly be Hispanic. During this panel presentation, learn what is already taking place to better understand buying habits of the Hispanic and increase effective communication amongst cultures. Panelists are Todd Goins, Caterpillar; Randy Goss, Equipment Support Services, Inc; Jorge Estrada, Leadership Coaching International.

Building Your Brand
Creating a brand promise means that you can demonstrate how everything you say to the end user can be tied back to that brand statement. In this case study presentation, learn how important it is to know you're audience, build a profile for each type you have, and create direct messaging to them—keeping in mind the message may not speak directly to you! Next steps include measuring as much as you can. Juli Warner, from world-wide "multi-tool" manufacturer Leatherman Tool Group, will outline her experience with brand perception and awareness, and how they use marketing activities as a baseline from which to travel up.

Networking Effectively with the Go Game
The Go Game is the first interactive multiplayer game to incorporate elements of an outdoor scavenger hunt with a wireless web-based experience and location-based team tracking. We know you've experienced many team building activities before—but nothing like this. This event will begin in the hotel, take you walking downtown and end in an exciting, yet-to-be-disclosed location.

Tuesday, May 20

Customer Message Management: Avoiding the Competitive Bakeoff
The amount of information your customers receive doubles every 1,100 days—they are becoming more confused each day with product details and opportunities. Will your messaging contribute to confusion or bring clarity? Do your messages help set you apart as a customer problem solver? Tim Riesterer, CEO of the CMM Group and author of Customer Message Management will share his insights that have assisted HP, AT&T, Caterpillar, MasterCard and others build more solutions-oriented messaging. In this presentation, learn to create content that helps sales people engage customers earlier in the buying cycle—when they are considering their objectives—as opposed to content that puts your information on a competitive comparison chart.

Future Tense Roundtables: Conversation that Matters
In these small group discussion "events," discuss your most pressing concerns with those who share similar challenges, and with the assistance of a seasoned table facilitator, seek out options and solutions. Some of the topics to be placed on the table are:

• Electronic Direct Mail Strategies
• How Easy is it to "Green" up your Marketing Efforts?
• AEM as Your Industry Association—Press the Start Button
• Six Steps to Customer Message Management
• Effectively Managing a Marketing Budget
• Small Marketing Teams Can Be Effective
• Special Events Marketing
• Media Relations, Tactics for Effectiveness
• New Product Introductions: What Works!
• Conducting Effective Focus Groups
• Why is Blogging Important

It's Not Easy Being Green
Climate neutral (CN) strategies have delivered significant business results for Delta/Nike, Sun Microsystems, Reebok, Fedex, and Dow—far exceeding anticipated results. Sue Hall is CEO of the Climate Neutral Business Network and a leading authority on CN value creation. She assists companies in identifying their strongest leverage points for CN leadership, ensuring their CN efforts align with core business development goals, and executing the CN tactics. Innovative climate conscious marketing programs maximize the company's value, as well as that of their customers, communities and climate.

Proven Methods + New Technologies = Sales Ready Leads
Do you need sales ready leads? Do you want them at the lowest cost possible? If so then you're no different than all other B2B marketers. To achieve this difficult goal, it is imperative to combine proven methods with new technologies to yield the needed quantity of sales ready leads. This fast paced session presented by John Coe, president of Scottsdale-based Sales & Marketing Institute, will highlight the best practices in B2B lead generation and qualification that have produced real results! The presentation will also include lead management examples from CONEXPO-CON/AGG 2008.

Reaching Global Markets
Your company has just announced new strategic initiatives that include marketing products internationally. What do you do first? Book a flight? Arrange a focus group? Take foreign language lessons? Richard Christman recently joined Giant Partners Inc as an Executive Partner, after 30 years leading Case and Case New Holland. With Case, he was responsible for the successful management of multimillion dollar international business units. He will outline what it takes to be successful marketing in other countries, clinching sales and servicing the products.

Industry-Specific Case Studies on Global Marketing
Marketing products around the world is a complex puzzle that requires an understanding of culture, economics and product needs, social responsibility, human nature, currency exchange (actual cost), and political "correctness." Seasoned marketers must find reliable partners within other regions or plan to travel extensively. Hear from two industry marketers the three elements that make their product marketing efforts successful, how involved their senior management is in their marketing plans, and where the greatest frustrations are. Presenters are Dan Pizzuto, Esco Corporation and Stephanie Bussey, Caterpillar.

PICA Measures of Success Awards
Join your peers Tuesday evening from 6-7:30 p.m. at the Portland Classical Chinese Garden for the annual Measures of Success presentations, awards that recognize off-road equipment marketing communications excellence.

Where

The Marketing Council Seminar will be held at the Portland Hilton and Executive Tower, 921 SW Sixth Avenue, Portland, OR 97204. The Hilton is now sold out over the dates of the MC Seminar. To make a reservation at a nearby hotel, contact the Portland Paramount Hotel, 808 S.W. Taylor Street, (503) 223-9900, and ask for the AEM room block and its associated $144 rate. This delightful boutique property is one block from the Hilton Hotel and is spectacular with its soaring double height ceilings, hand loomed Persian rugs, Italian marble and original artwork. You won't be disappointed!

Both hotels are nine miles from the Portland International Airport. Portland has a wonderful public transportation system and you shouldn’t have to take a taxi. From the airport, take the red MAX light rail line downtown for $2.05. Exit the light rail at the Pioneer Square stop. The Hilton Hotel is two short-walking blocks to the south, the Paramount Hotel is three short blocks to the southwest. Blue Star Shuttle is also available every 30 minutes both directions, $14 per person each way. Taxis cost approximately $35.00 each way. If you rent a car, self serve overnight parking is $18 per night at the Hilton and $25 per night for the valet parking at the Paramount.

Portland is a great setting for learning about Future Tense marketing. After all, it is a city that is environmentally well ahead of most. It cites more LEED-certified buildings than any other city in America, residents recycle more of their waste (54%) than any other city in America, 5,000 residents bicycle to work each day thereby saving precious fuel. Even the Hilton Hotel has been awarded a Green Seal designation. It will be an exciting seminar in an exciting city.

Day Trips

Mount Hood-This glorious mountain is a one-hour drive from Portland. Standing at 11,245 feet, it is Oregon's tallest mountain and the second-most climbed peak in the world. Historic sites are marked along the Highway 26 route, and at the 6,000 foot-level sits the historic Timberline lodge, a prime example of Cascadian architecture.

Willamette Valley Wine Country-Thirty miles west of Portland off Highway 26 are several wineries: Cooper Mountain Vineyards (one of Oregon's organic wineries), Montinore Estate (the tasting room is surrounded by rose gardens), Oak Knoll Winery (with its picnic-ready lawn) and elegant Ponzi Vineyards. There are numerous vineyards to the southwest of Portland as well.

Two Wheeled Touring-Stop by the Fat Tire Farm to rent a bike and enjoy any number of the 300 miles of designated routes, including 55 miles of paths off limits to cars. The most scenic is a 17-mile section of the 40-mile loop called Springwater Corridor. This former railway line weaves through southeast Portland's neighborhoods alongside creeks, wetlands and parks.

Who Should Attend

Created by equipment marketing professionals, the AEM Marketing Council Seminar is the only industry specific education program for marketers of construction, agriculture, forestry, mining and utility equipment. It is the annual meeting place for industry marketers to network and receive the most up-to-date tips and tools for peak job performance. If you are responsible for product or marketing management, sales, advertising, publication relations or related communications efforts for an equipment manufacturing company, you might already know this seminar is a "must attend" industry event.

Continuing Education Units

AEM is an accredited provider of CEUs. With verification of attendance, participants will receive 1.2 CEUs for this program.

Questions?

If you have questions related to program content, please contact Heide Kraus at 414-298-4143.

If you have questions related to registration for either MC Seminar, contact Helen K. Horner at 414-298-4179.