How does a 65-year-old company grow younger fast? Manheim Specialty explains.
Posted on Thu, Oct 07, 2010
via Atlanta Daybook
BMA Atlanta presents a B2B Marketing Case Study:
Manheim Specialty Auctions: Driving Sales with Integrated Marketing
In 2008, Manheim Specialty Auctions made well over 1,000,000 phone calls and sent more than 100,000 faxes encouraging dealers to attend its used vehicle auctions. Its fast growing Specialty Auctions business, which sells Boats, RVs, Motorcycles and PowerSports vehicles, embarked on a new strategy in 2009 to move away from traditional telemarketing and to make interactive marketing and its web site the hub of all marketing activity.
This new approach has been fully embraced by many but also resisted by some, and while it has generated very positive results, Manheim Specialty Auctions has also learned some lessons the hard way. Chris Hood, Senior Marketing Manager at Manheim, will share the why, how, what we’ve learned and what’s next of this radical departure from “the way we’ve always done things.”
About the speaker:
Chris Hood, Senior Manager for Business Marketing at Manheim Specialty Auctions, has 15 years experience in event, sports, media and automotive marketing. The most common themes of his career have been to position marketing as a strategic rather than just a support function and to integrate marketing efforts with sales, operations and other key departments. He is currently a Senior Marketing Manager at Manheim, the world’s largest used vehicle and remarketing company. He works with several business units to ensure that marketing strategies and execution align with corporate objectives while providing the individual business units and sales teams what they need to thrive. Prior to Manheim Chris managed sports and event partnerships at The Atlanta Journal-Constitution and served as Director of Development at the Technology Association of Georgia. Earlier in his career he managed a Ringling Bros. and Barnum & Bailey Circus clown and managed the mascot program for the 1996 Atlanta Paralympic Games. Chris earned a B.A. in Political Science from Davidson College and an M.B.A. from Georgia State University.
Date/Time: Thursday, Oct. 14, 11:15 am - 1:30 pm
11:15 - 11:45 registration and networking
11:45 - 1:00 lunch and program
1:00 Q&A
Location: Maggiano's Buckhead
Member Cost: $30
Non-member: $50
Click here to register for this informative case study and luncheon
Other Information:
The Business Marketing Association (BMA) is the only organization in Atlanta dedicated to the needs of B2B marketers. In a day and age where competition is fierce, budgets are squeezed and corporate ethics are back in vogue, we help marketers chart a course to success.
For more information about the Business Marketing Association, Atlanta chapter, visit us at: www.bmaatlanta.com
For more information including member benefits, visit BMA national at www.marketing.org