Posts Tagged ‘American Marketing Association’

Why Rebrand AMA Tampa Bay?

Friday, April 3rd, 2015

We have been slowly rolling out rebranding plans that include our website and logo, among other things. Many of you have asked a very simple, but important question: “Why rebrand?”.

Here are just some of the comments:

Glen Peak Facebook


Jay Roth LinkedIn


Explaining Reasons for Rebranding

In order to provide more perspective,  some board members and volunteers have chimed in:

Scott Morath Facebook


Kim Fatica LinkedIn

Then, Jay raised these good points on LinkedIn that deserve a more thorough response.

Jay Roth LinkedIn #2

How the Rebranding Process Began

This process really began as an effort to update our website and expand our digital presence. Within a short period of time,  the AMA Tampa Bay Board saw an opportunity to own the brand locally. The aim was to involve members and non-members in the process in order to give everyone a sense of ownership in the brand.

Unlike a global consumer brand like Nike or Coca-Cola, the American Marketing Association is just that: an “association” of local chapters. Perhaps a good analogy would be the states themselves. Is Florida different from California? Absolutely! Is Washington State different from Arkansas? Well, yes.

Each region is unique and that is how the AMA works. The parent organization provides a framework and a ton of support, but the success of the organization really lives or dies with how well the chapters do in localizing the experience.

Other AMA Chapters Rebranding

We are not the first and will not be the last chapter to rebrand. To give you a sense for what has been done elsewhere, here are some logos from other chapters.

Note: There are many more to peruse if you just do a google search for “American Marketing Association chapter logo”.



nama-logo-rgbtriangle-ama-logo-1 Atlanta-AMA-small


Benefits of Local Flavor

Due to the fact that local AMA chapters rely so heavily on local flavor, it’s important to make the local experience richer and more interactive. We want to intensify how we all connect as Tampa Bay based marketers. We want there to be an active marketing community in which members know each other, interact with each other, and leverage the knowledge each of us has. We want the AMA Tampa Bay to be that hub, whether it is in the real world or in the digital world.

Since we’ve announced our effort to rebrand, there has been a nice buzz.  While most of it has been positive, not all of it has been… and that is perfect. You might disagree with the points I have outlined and that is also great. Please continue to challenge them and continue the dialogue. In the process, we will all get to know each other and you will have a larger influence on not only what we are doing in our chapter, but also on the larger Tampa Bay marketing community itself.

Developing deeper connections through a deeper identity is the core of what we seek to accomplish.

Glenn-Pic-2 resizedAbout the Author:

Glenn Zimmerman
VP of Communications, AMA Tampa Bay

Glenn has what is best described as “Superhero Syndrome.” His affliction began as a child and has progressed with age.

He got into extreme skiing and extreme sports before they were a thing because every superhero should try flying at least once.

While at Boston University, it was his desire to save the day that brought him to Post- Soviet Russia where he explored the emerging homeless population.

His Syndrome brought him to journalism school at Syracuse University to get his MS in Mass Communications. He later became an award winning reporter with the number one station in Detroit (WXYZ-TV) and with NBC’s flagship station in New York (WNBC- TV).

And, it was the reason he formed the video agency Mad Bear Productions.

With Mad Bear, he harnesses the power of story to help business, non-profits and events engage with their target audience. Video is his tool and he wields it mightily.

Glenn is a sought after speaker on video engagement and mass media. It is all part of his quest to help save the day, one story at a time.

Contact Glenn directly at:

How Businesses Get in Gear for the Holiday Season

Monday, August 19th, 2013

Yes, it's still August, but that doesn't mean that you should wait to make your marketing campaign for the holidays.

Even though the weather in Tampa is hot and summer-like pretty much all year round, the holiday season will be approaching fast. As consumers, we may not even start to think about holiday shopping until at least November, but for advertising and marketing professionals, the season gets an early start.

Planning ahead
Many retailers and businesses start planning for the holiday season sales before the school year begins. So much time and effort is put into planning that they need to have their ideas finished and put into place fairly quickly. You also want to be sure that your campaign is fresh and new. Never recycle ideas from previous years. Tap into your imagination!

Quick changes
You may have noticed that many stores decorate early for various holidays, which means that you see Halloween items in September and Christmas decorations as early as October. When you celebrate Thanksgiving as well, there isn't a whole lot of time for preparation in between. When you're ready for the quick turn-around, everything will go according to plan.

Being ready
When the holiday season actually begins, make sure that you have everything in place to make your seasonal campaign a success. You can even keep your creative juices flowing and do year-round marketing for the holidays.

Make sure that you're ready for anything when it comes to marketing your business professionally and successfully. Keep checking out the AMA Tampa Bay website for more insider tips, tricks and the latest industry news.

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5 Fundamentals of Marketing a Non-Profit

Monday, August 12th, 2013

Help your non-profit organization stand out with these smart marketing strategies.

Working with a non-profit organization's budget can turn successful marketing into a challenge. When marketing a non-profit, try these suggestions for helping your message make a big impact.

1. Make sure that you have a strong social media presence. Social media is a simple, effective, and often free way to deliver news, photos, and other marketing material to a vast audience. In fact, "68% of people are more likely to take the time to learn about a charity if they see a friend posting about it on social," according to a  2012 study.

For a look at some non-profits who are achieving social media success, refer to this infographic.

2. Take advantage of Google+. When it comes to web results, Google is where many customers will turn. Does your non-profit have a Google+ profile page, verified address, or linked blog or website? All of these elements can help your non-profit yield higher search results.

3. Figure out how to define success online. Major fundraising requires major funds to place PSAs, commercials, or other media-friendly ads in the public eye. Instead of stretching your budget, use social media to develop grassroots fundraisers, and be prepared to replace dollar signs with metrics in terms of measuring success.

4. Make it easy for followers to take action. If you've captured someone's attention, don't make them dig through status updates or unclear messages to understand how they can help. Make a donation page, email sign-up, or other important marketing material easy to interact with, both on- and offline.

5. Know when to take it to the streets. Sometimes, "grassroots" or street marketing is the best way to get the word out about the good that you do. Figure out if street marketing could benefit your non-profit.

Make the most of your non-profit marketing budget by joining AMA Tampa Bay! Visit our website to learn more about the leading source of information, knowledge sharing and development in the marketing profession for over 60 years.

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Six Tips for Your Marketing Resume

Monday, August 5th, 2013

Seeking a career in marketing? Give your resume a boost with these helpful tips! 

Rising above the pack to get noticed by a hiring manager may seem like a challenge, but instead, consider it a chance to sell a potential "client" on a winning brand: you! Make your marketing resume stand out from the crowd with our suggestions.

1. Include a cover letter. You have the opportunity to let your creativity, passion, and style shine through in a well-crafted and concise cover letter. If you don't take advantage of this, a potential employer may wonder whether you will go above and beyond for the company.

2. Keep it simple. Choose a layout, font, style, and overall design that will leave a potential employer dazzled by your ability to execute an ad. After all, your resume is an advertisement – make sure hiring managers will take notice.

3. Don't waste space. Most hiring managers are extremely busy, so former employment that has no bearing on the job you're trying to obtain will just be regarded as wasted space. Keep your job descriptions, past and present, on point. The same goes for your writing samples – sometimes less is more.

4. Triple-check your work. With stacks of applications to review, a grammatical error could be enough to get your resume tossed into the trash. Your brilliant ideas suddenly don't seem as professional when there's a typo or two in the mix.

5. Include a marketing objective statement. An objective statement allows you to summarize exactly what value and services you can provide to the company. A powerful career objective can highlight your best assets in seconds, which is sometimes the length of time hiring managers spend reviewing resumes. Make yours stand out!

6. Highlight quantifiable results. Did you increase ROI or quarterly profits at your last company? Show the ways that you have created measurable results through bulleted lists. By placing an emphasis on quantified, specific accomplishments, you'll set your resume apart from the others. 

Are you ready to get started with a career in marketing? Give your resume a boost by joining AMA Tampa Bay!

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How to Win at Reputation Marketing

Monday, July 29th, 2013

Take advantage of reputation marketing to rise above the competition.

The rise of modern technology has allowed for consumers to swiftly react to their experiences at places of business by posting opinions, both positive and negative, to worldwide websites. Turn reputation marketing into a winning strategy for your business with our tips.

What is reputation marketing?
How many people do you know who have ever left a review for a business on an online site? That’s reputation marketing. When it comes to marketing, nothing beats the value of a referral, right? Reputation marketing is basically a referral on the largest scale – and, because of modern technology, it’s more important than ever before.

How can I use reputation marketing to increase my business?
With reputation marketing, organic results are part of the package. You can’t control what consumers post, but you can try to provide them with a positive experience and to encourage positive feedback.

  • Offer exclusive discounts when customers “check in” on popular apps or “feedback” focused websites.
  • Implement fair, competitive pricing.
  • Place links to your business review pages on the bottom of receipts or in doorways, inviting customers to leave reviews.
  • Develop a social media policy so you know how to handle feedback.
  • Address problems and offer to resolve negative experiences.
  • Make social engagement a focus, and respond to customer feedback on all sites where your business has a presence.

What should I avoid when it comes to reputation marketing?

  • It can be tempting to try to sway opinions by offering exclusives or free items in exchange for positive feedback, but that is discouraged.
  • If a customer leaves negative feedback about an experience, don’t ignore it and do not delete it. Instead, address the issue and offer to resolve it.

Reputation marketing is just one aspect of a successful marketing strategy. Learn more about marketing for your business by joining AMA Tampa Bay!

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5 Tips for Creating Successful Calls-to-Action

Monday, July 15th, 2013

Make the most of your marketing message with a clear call-to-action!

When it comes to your business website, it is essential to create a strong call-to-action. With so much information available online, knowing how to turn Internet consumers into customers can be tricky. So, how do you create a successful call-to-action? Increase your Internet marketing efforts with these 5 tips:

1. Show consumers the value of your business. Whether you run a small firm or a large corporation, the most important aspect of interacting with a potential customer is making it clear that your business can help fulfill a need or satisfy a desire. When crafting your calls-to-action, use clear, concise language to let readers know exactly what your company can offer.

2. Determine your marketing message. Potential customers can end up on your website in any number of ways – from a web search, through a link, or in another roundabout way. Figure out what message you want to convey, and incorporate this theme into every call-to-action.

3. Use action verbs. Your call-to-action should compel readers to do something that will increase conversions. Whether you want to ask potential customers to click, call, register, or buy, it is essential to use strong action verbs in your calls-to-action.  

4. Make the call-to-action stand out on your website. While content is usually king, a call-to-action relies on good design as well as good copy. Enlist a graphic designer to help design an attractive call-to-action template. Think of it as an advertisement – choosing the right color, text, and images can all play a role in helping your call-to-action capture a reader's attention. 

5. Offer a rebate, discount, or exclusive deal to encourage follow-through on your calls-to-action.
Make potential customers feel significant with your calls-to-action! Encourage them to complete a form or follow a link by baiting it with an exclusive offer for discounts, eBooks, white pages, or rebates.

Creating a successful call-to-action will make your website stand out! AMA Tampa Bay can provide valuable resources to help your business achieve marketing success. Learn more about joining our team.

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Insider Secrets of Direct Response Marketing

Monday, July 8th, 2013

Smaller businesses may benefit from boosting their direct response marketing campaigns.

While brand recognition may be the advertising gold mine for large companies with a national presence, many businesses that do work on a smaller scale find that their similar efforts don't have quite the same punch. Direct response marketing is often the most fruitful approach in these situations – but not every direct response attempt will bring in the bucks. You need to know the secrets of eliciting a conversion.

  • Establish a clear target audience. If you can picture exactly who you are reaching out to, it will be easier to craft a persuasive ad that leads to an immediate response. Make sure you are speaking to their needs, desires, problems, and concerns.
  • Create an attention getter. This can be a bold headline or a beautiful graphic, but you need to be able to clearly answer the question: "What's drawing eyeballs to this advertisement?" If potential customers aren't stopping and reading, your message is lost.
  • Offer plenty of information. Unlike marketing that only seeks to establish or maintain brand recognition, direct response marketing requires that you include the details. What are you providing? Why should they care? How can they get it?
  • Include a call to action. What do you want your potential customer to do? Lead them easily to the next step, whether it's buying, calling, testing, or consulting.
  • Learn from your mistakes. Direct response marketing results are some of the easiest to analyze. You can measure exactly how many conversions resulted from your efforts. Make time to evaluate each new campaign. Note what works and what doesn't. Go from there.

Learn more about direct response marketing with Kevin Harrington on July 18th! Members get a discounted price and an exclusive opportunity to network with event speakers before the conference begins. Enjoy these benefits when you join AMA today.

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Seeing the Benefits of Street Marketing

Monday, July 1st, 2013

Deliver your message directly to your target audience through smart, effective street marketing.

Marketing in a digital age often means taking advantage of online marketing strategies – but the benefits of street marketing should not be ignored. For large and small businesses alike, street marketing can be an efficient, effective means of interacting with potential customers.

When is it time to "hit the streets"?
Street marketing may not be right for every business, but there are a few easy ways to determine if this strategy will benefit your company. Ask yourself the following questions:

  • Will potential customers benefit from interacting with a member of my businesses' marketing team face-to-face?
  • Are there aspects of my business that can be more effectively communicated in person than through alternative marketing channels?
  • Does my target audience include a niche market that could be found in a specific location or at a particular event?
  • Could street marketing help my small business gain attention or increase our publicity?

If your answer to any of the above questions is yes, consider giving street marketing a try. Get started by determining how much of your marketing budget and time should be spent on street marketing. 

How can street marketing help my business grow?
"Grassroots" street marketing efforts offer businesses a unique opportunity – the chance to connect with a targeted audience without relying on a third-party medium, such as Internet ads or television commercials. Businesses can set up a display, marketing table, or banner in a public area where potential customers are congregating.

What are some examples of street marketing tactics?
Street marketing could mean anything from walking door-to-door with a sales pitch to passing out flyers in the middle of a crowded crosswalk. Some examples of street marketing might include:

  • Going to local businesses and asking permission to display posters, stickers, flyers, or other marketing collateral in windows or lobbies
  • Setting up marketing tables at local entertainment events: festivals, concerts, sporting events, etc.
  • Distributing marketing materials at college campuses, parks, or other settings where your marketing message can be delivered to your target market

Learn more about how to make street marketing work for your business – join AMA Tampa Bay today!

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Marketing to Millennials: 5 Things to Keep in Mind

Monday, June 24th, 2013

Marketing to Millennials means making the most of modern technologies.

When it comes to young adults in 2013, it seems that almost every one is tech savvy, carrying a smartphone, and has little patience for "old school" marketing strategies replete with impersonal tactics. In order to successfully market to millennial, the group of young adults who came of age during the 1990's-2000's, it is important to take advantage of the modern technology that most millennial interact with each day.

Five Tips for Marketing to Millennials:

1. Control your search engine presence. Many millennial rely on smartphones to search for new restaurants or shops, lawyers or doctors…virtually anything. Post signs in your place of business inviting customers and clients to leave positive reviews on Google, Yelp, Urbanspoon, and other major review websites. 

2. Make use of social media. Offer discounts for FourSquare check-ins, let customers "claim" specials on Facebook, invite staff to post photos of your products on Instagram. Each time someone "likes," retweets, or comments on a post on a social media platform, content is spread further. Furthermore, you are providing a platform for them to offer feedback, which is important to a generation that values the options to voice opinions online.

3. Engage them on a personal level. Millennials might as well be known as the digital generation. Marketing efforts on a personal level are best developed online when it comes to millennial. Whether through engaging them on a social media platform, or developing interactive contests or campaigns that get them sharing, viewing, and talking, successful social engagement is crucial to marketing success.

4. Don't employ mass marketing strategies. In today's world, millennial are used to custom-driven results, from targeted ads in their email inbox to banners across their favorite retail websites that promote the kind of music they recently listened to on a web-based app. Since the Internet is so inter-connected, your marketing should be, too. 

5. Know your customer. Use Google Analytics or a similar tool to find out who your target market is, then target them with custom advertising. The result will be a happy customer, who is only seeing marketing for products he or she actually wants. A happy customer is the best marketing message of all!

Could your business benefit from learning more about marketing strategies? Are you based in the Tampa Bay area? Consider joining AMA Tampa Bay today!

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5 Online Marketing Strategies for the Restaurateur

Monday, June 10th, 2013

Make your restaurant stand out with these online marketing strategies.

Marketing means spreading a message, and online marketing allows businesses to share that message with customers on a personal level. How can a restaurateur make the most of marketing online? Here are five suggestions for effective online marketing strategies for restaurateurs:

1. Monitor your online presence. Many businesses can benefit from an active presence on free social media platforms and restaurant review websites. There are many social media sites to monitor and manage, though, so focus your interests on the platforms that make the most sense for your business. Review websites are a good place to start.

2. Be authentic. Focus on creating an authentic experience that accurately reflects your business, and don't create fake accounts on review websites to give yourself good ratings! Let your service speak for itself.

3. Offer exclusive social media discounts. Make it worth a customer's while to like, follow, or fan your business page online. Restaurants could bring business in by offering a discount to customers who:

  • Post photos of their meals 
  • Like or share your page or profile
  • Check in at the location 
  • Give your restaurant a positive review 

4. Don't delete negative comments. Monitor your reviews and ratings and reach out to customers who may have had a negative experience. Show that you acknowledge the complaint and are dedicated to fixing it. Often, when something goes wrong for a customer, acknowledgement goes a long way toward resolving an issue. Businesses that hide or delete negative comments may not inspire trust in consumers. 

5. Keep your website up-to-date and smartphone-friendly. You don't need to invest big bucks in a fancy website, but maintaining a site with current menu and location information, accurate prices, and a mobile-friendly design can help your restaurant's online presence – and search engine results – gain a big boost.  

Restaurateurs can take advantage of current marketing trends to establish a positive online presence. Are you interested in learning more about how to use marketing to grow your business? Find out how you can become a member of AMA Tampa Bay by visiting our website today!

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