Securing Your Primary Markets While Exploring New Ones

Steve Lauterback, Lauterback Marketing

Abstract:   Are new markets the answer? What worked yesterday may not necessarily work tomorrow. But betting the farm on applying what worked yesterday to a new market today might be a killer mistake. Before determining your next strategic move an honest evaluation of your present strategic position and internal capabilities is required.

The internal deficiencies that might be contributing to your lack of success in the markets you know will certainly be exacerbated when pioneering new opportunities. Addressing these weaknesses now is critical to protecting your company and your future.

Why do your present customers buy from you, and can it be repeated with prospects in new markets? This critical question and many more will be explored in this timely session. Attendees will receive a consolidated Situation Analysis questionnaire for their own use to help them determine market opportunities in light of the skills inherent in their firms. This session is ideal for business leaders and those concerned with managing sales, powering their marketing and growing in these uncertain times.

Biography: As an advisor to CEOs of small and mid-size companies, Steven Lauterback has worked in and counseled businesses in a diverse range of industries. His marketing, management and sales experience has benefited companies in nearly 85 different categories. Before establishing Lauterback Marketing in 1999, Steve held management positions as president, vice president of Marketing, national sales manager and product manager.

How the Web Changes the Old Marketing Rules

Mike Moran, Chief Strategist - Converseon

Abstract:   Time was that marketing was for big companies with big budgets, but the Web has changed everything. Many Web marketing techniques are cheap or free, so any size company can take advantage--you can target even the smallest market segment. And when tactics cost so little, and can be changed so easily, your risk is quite low. And you can apply traditional direct marketing principles to tie marketing spending directly to sales. If you've been struggling with how your company can take advantage of the Web, or how you can convince others at your company to give it a try, learn how to apply what you already know about marketing to the brave new world of Internet marketing. Despite all the changes, Web marketing is still marketing.

Biography: Mike wrote the acclaimed book on Internet marketing, Do It Wrong Quickly, and co-authored Search Engine Marketing, Inc. Mike frequently keynotes conferences on Internet marketing for marketers, public relations specialists, market researchers, and technologists and serves as Chief Strategist for Converseon, a New York City digital media marketing agency.

4:00 - 4:30 PM            Presentation #1 - Securing Your Primary Markets While Exploring New Ones – Steve Lauterback

4:45 - 5:00 PM            Break