by Erik Hansen

Attention spans are contracting, commercials are filtered, messages have a character limit and the competitive landscape is increasingly cluttered. The greatest weapon we have is design. That was the topic of discussion during a recent AMA Baltimore event. At the event, Bates Creative’s Creative Director, Erik Hansen shared ways to think about building brand awareness by design. A term Erik uses to describe this is “Designful Thinking.”

At the end of the presentation, Erik unveiled a box full of books, ones that he has found to be sources of inspiration and motivation throughout his career. Here is the list of the top titles Erik recommends to get you thinking design and to better understand the impact design can have on your organization’s brand.

The Back of the Napkin by Dan Roam
The Back of the Napkin will greatly change the way you see the world. It will prompt you to think with pictures, helping you explore new ideas and solve problems in a completely new way.

The Design of Business by Roger Martin
The Design of Business is a book that is sure to get you thinking about how design thinking is the next competitive advantage for your organization.

The Art of Innovation by Tom Kelley with Jonathan Littman
Explore lessons in creativity from the folks at IDEO, a global design firm.

Business Model Generation by Alexander Osterwalder & Yves Pigneur
Business Model Generation is described as “a handbook for visionaries, game changers, and challengers striving to defy outmoded business models and design tomorrow’s enterprises.” This book presents tested tools for understanding, designing, reworking and implementing business models.

Change By Design by Tim Brown
Reading Change By Design will help you discover how design thinking can transform and inspire innovation for your organization.

Three Titles by Marty Neumeier:
The Designful Company
The Designful Company is one of many titles by Marty Neumeier. Neumeier presents the new management engine that will transform your organization into a “powerhouse of nonstop innovation.”

The Brand Gap
The Brand Gap is another motivating book by Marty Neumeier. It will guide you through learning how to bridge the distance between business strategy and design.

Metaskills: Five Talents for the Robotic Age
In another inspiring book by Marty Neumeier, he presents five metaskills: feeling, seeing, dreaming, making, and learning. Neumeier uncovers how each metaskill will accelerate your organization to success in the “Robotic Age.”

We hope you enjoy the books and find them to be sources of inspiration for your own career or next business venture. Let us know which ones you find the most beneficial. Which “out-of-the-box” business books would you recommend?

About the author

Erik HansenErik Hansen is the Creative Director for Bates Creative, a full-service design firm focused on transformational solutions that help brands communicate, engage and grow. Erik specializes in branding and experience design, ensuring that every touch point tells a story that connects clients with constituents. His analytical approach blends strategy with design thinking, enabling the Bates Creative team to deliver results linked directly to client goals for differentiation, market disruption, and validation. Erik presented a seminar on “Building Brand Awareness by Design” to our Chapter in March.

Follow @thinkBates on Twitter for the latest from Erik!

Want to invite Erik to speak about design at your next event or conference? Get in touch with Bates Creative’s Marketing Specialist Amanda Jennison at amanda@batescreative.com.

REGISTER HERE: http://www.eventbrite.com/event/6702678893#

Join the Baltimore AMA for a membership happy hour! Network with the brightest marketers in Baltimore and learn how to best take advantage of the benefits of your AMA Baltimore membership. Members are encouraged to bring a friend to this event for only $10! Join us for our June membership happy hour and you’ll be entered to win a FREE AMA Baltimore membership ($285 value) – tap into members only resources, connect with local and national like-minded marketers, and learn about the latest/greatest trends to become a better marketer TODAY!

Your ticket to this event includes a complimentary drink and appetizers.

Event Details:

Date and Time:
June 4, 2013 6:00-8:00pm

Address:
Mount Washington Tavern
5700 Newberry St.
Baltimore, MD 21209

REGISTER HERE: http://www.eventbrite.com/event/6702678893#

Pricing:
AMA Members $15, plus processing fee
AMA Member + Bring a Friend! $25, plus processing fee
Professional AMA Non-Member $20, plus processing fee
Tickets also available at the door (cash or check only)

REGISTER HERE: http://www.eventbrite.com/event/6485007833

Session Presenter: Marci DeVries, MDV Interactive

We have heard a lot about the tactics of social media and how to integrate it into your marketing plan, but how does it look to the CEO? Come to this session to learn how to talk about this with a business owner who has not had the immersive social media experience of a marketer in the 21st century. CEOs are welcome to this session to share thoughts, experiences and questions.  

You will learn:

  • How to keep the discussion moving after the CEO boggs down in jargon
  • 5 ways to help the CEO understand what social media does for the company in lieu of converting business
  • How social adds power to a targeted marketing campaign
  • How to describe the strengths and weaknesses of targeted marketing and social marketing
  • Balancing strategies between traditional and social marketing

Event Details:

Date and Time:
May 22, 2013
7:30-7:45am Registration, Networking, and Continental Breakfast
7:45-8:45am Presentation and Q&A Session

Address:
Advertising.com / AOL – Ivory Building
1020 Hull Street
Baltimore, 21230
Parking available in spots labeled visitor

REGISTER HERE: http://www.eventbrite.com/event/6485007833

Pricing:
Student AMA Members $20, plus processing fee
Professional AMA Members $25, plus processing fee
Student Non-Members $25, plus processing fee
Professional Non-Members $40, plus processing fee

About the speaker: Marci DeVries
President, MDV Interactive

Marci brings a deep understanding of  how to build communications channels using novel as well as existing technologies. She is a consultant, entrepreneur and associate marketing professor at Johns Hopkins University. Prior to MDV Interactive, she built and successfully sold MDV Communications, a Web Development/SEO company and 4Syndication, a blogging software company. She developed MDV Interactive as an alternative to the traditional marketing agency. Driven by results and energized by client successes, she is focused on finding strategic solutions for the  challenges at hand. Her technical background helps streamline processes and enable technical integration into marketing solutions.

 

REGISTER HERE: http://www.eventbrite.com/event/6267406983

Session Presenter: Henry Tam Jr., Millennial Media

Consumers increasingly rely on their mobile devices. Between smartphones to tablets, we are connected 24×7. How consumers interact with their devices continues to evolve from how and where they engage with content to the type of content they consume. These interactions have powerful implications for marketers. This presentation will review some of the key trends in mobile based on Millennial Media’s platform and campaign data, and will illustrate how any organization can successfully utilize mobile display advertising to achieve their marketing goals.

Attendees will leave this event with a deeper understanding of:

  • Consumer behavior on mobile
  • How organizations are leveraging this behavior to deliver relevant ads to engaged mobile users
  • Ways to incorporate a mobile advertising strategy into their marketing mix

Event Details:

Date and Time:
April 24, 2013
7:30-7:45am Registration, Networking, and Continental Breakfast
7:45-8:45am Presentation and Q&A Session

Address:
Advertising.com / AOL – Ivory Building
1020 Hull Street
Baltimore, 21230
Parking available in spots labeled visitor

REGISTER HERE: http://www.eventbrite.com/event/6267406983

Pricing:
Student AMA Members $20, plus processing fee
Professional AMA Members $25, plus processing fee
Student Non-Members $25, plus processing fee
Professional Non-Members $40, plus processing fee

About the speaker: Henry Tam Jr.
Vice President, Millennial Media

Henry Tam Jr. is a Vice President at Millennial Media where he oversees advertising on the mMedia self-service mobile advertising platform, which features hyper-local targeting capabilities on over 39,000 mobile apps and mobile websites. Prior to Millennial, Henry was Chief Product Officer at SmartBrief, and held senior digital strategy and business development roles at The Atlantic, where he co-led the launch of The Atlantic Wire, the leading opinion aggregation website, and The Washington Post, where he led hyper-local and mobile initiatives, as well as served as general manager for Cars.com.  Henry holds an MBA from Harvard Business School, a JD from Georgetown University, and a BA in Economics from Columbia University.

The Baltimore Chapter of the American Marketing Association (AMA Baltimore) today announced that its members have elected Barnaby Wickham as new Board president, as well as the addition of five new vice president-level Board members for the 2013-2014 year.

Barnaby Wickham is an experienced and highly productive marketing professional with demonstrated success in integrating traditional marketing with the latest digital tools to maximize sales and profitability. Through his career, Barnaby has been an entrepreneur, senior marketing manager and client advocate. In his current capacity as Director of Marketing at Met Laboratories, Inc, Barnaby leads the development and execution of digital and e-marketing initiatives and is responsible for strategic communications, budgeting, P&L management and data analysis. Barnaby graduated from Bates College, and received an MBA from University of Maryland, Robert H. Smith School of Business. Read the rest of this entry »

REGISTER HERE: http://www.eventbrite.com/event/5528100698

Session Presenter: Jason Cohen, Rockit Digital

There’s an old marketing principle that states “80% of your profits come from 20% of your customers”. This principle implies that, on average, only 20% of your customers are ‘repeat customers’, a relatively small percentage of your overall consumer database. Small changes in marketing and sales strategy can have a large impact on sales. This presentation will explore how simple shifts in marketing resources to collect and utilize consumer data (using digital, social and mobile data collection tools) can create a longer tail of consumer engagement, increasing frequency, average sale, or consumer life cycle to make sure you hit that 80% mark easily.

Event Details:

Date and Time:
April 10, 2013
6:30-6:45pm Appetizers and Networking
6:45-8:00pm Presentation

Address:
Mt. Washington Tavern
5700 Newbury Street
Baltimore, 21209

REGISTER HERE: http://www.eventbrite.com/event/5528100698

Pricing:
Student AMA Members $25, plus processing fee
Professional AMA Members $30, plus processing fee
Student Non-Members $30, plus processing fee
Professional Non-Members $45, plus processing fee

About the speaker: Jason Cohen
President, Rockit Digital

Jason Cohen, Rockit DigitalJason Cohen is a digital marketing strategist and creative thinker with more than 20 years experience serving on both sides of the table; as marketing manager and as consultant to organizations large and small.

Throughout his 20+ years in the trenches, Jason has managed marketing campaigns for Pizza Hut, Sony, RJ Reynolds, MTV, Pepsi, M&M Mars, Comcast, the University of Maryland system and more. He has served in a variety of roles, including: Marketing Manager, Business Development Specialist, Communications Director, and now, as President of Rockit Digital.

Now entering its third year, Rockit Digital has become a formidable presence in the digital marketing landscape in the mid-Atlantic area. Rockit specializes in creating custom social and mobile marketing strategies for business. We cultivate consumer data across multiple digital platforms to generate sales.

For more information on Rockit Digital Marketing, visit:
• www.rockitdigital.com
• www.facebook.com/rockitdigital
• @rockitdigital

REGISTER HERE: http://www.eventbrite.com/event/5744977382

Session Presenter: Jonathan Wachs, Offit Kurman

There are exclusive rights available for the intellectual property (IP) assets you create at work!  Most people spend a majority of their work life creating IP for themselves or others.  Forms of IP include software code, literary and musical works, discoveries and inventions, unique words, phrases, symbols, and designs. In this seminar, you will learn how to identify, register and protect IP rights through patents, trademarks, copyrights, trade secrets and how to develop an IP protection plan for you and your business.
Event Details:

Date and Time:
March 27, 2013
7:30am Registration, Networking, and Continental Breakfast
7:45am Presentation Begins

Address:
Advertising.com / AOL – Ivory Building
1020 Hull Street
Baltimore, 21230
Parking available in spots labeled visitor

REGISTER HERE: http://www.eventbrite.com/event/5744977382

Pricing:
Student AMA Members $20, plus processing fee
Professional AMA Members $25, plus processing fee
Student Non-Members $25, plus processing fee
Professional Non-Members $40, plus processing fee

About the speaker: Jonathan Wachs
Principal, Offit Kurman

Jon Wachs, Offit KurmanJonathan Wachs provides strategic counseling to clients in the areas of intellectual property and commercial transactions. As head of the firm’s Intellectual Property Practice Group, Mr. Wachs works closely with clients to develop, register, analyze, enforce and transfer intellectual property assets in a customized, cost-efficient and highly effective manner. Mr. Wachs additionally conducts intellectual property audits through which clients learn the nature and value of their intellectual property assets and the steps needed to protect such assets from misappropriation or dilution. He has also successfully negotiated and completed several multi-million dollar business transactions and has served as general counsel to several small and mid-sized businesses and organizations in various industries and professions.  He also manages New Paradigm Counsel, a service offering of the firm that provides outsourced legal departments.

REGISTER HERE: http://www.eventbrite.com/event/5527988362

Session Presenter: Erik Hansen, Bates Creative

Attention spans are contracting, commercials are filtered, messages have a character limit and the competitive landscape is increasingly cluttered. The greatest weapon we have is design.

“Design is not limited to the styling of cars or the planning of buildings. It can determine the success of any man-made object, process, or experience.”

~ Neumeier, Marty. “Metaskills: Five Talents for the Robotic Age”

In order to build awareness, motivate action and build loyalty, companies and organizations must have a compelling story to engage their constituents. With rapidly evolving communication channels, design is the red thread that ensures the experience from the inside-out is consistent, memorable and fosters the goals of the brand.

From trade association to consumer products, there are endless opportunities to differentiate and deliver value – but only design will give brands personality and a visual language that builds a community of advocates, ambassadors and champions to stay relevant. Attendees will leave this event with answers to the following questions:

  • What is design (thinking)?
  • What drives brand experience?
  • How to evolve and manage a visual language?

Date and Time:

March 13, 2013
6:30-7:00pm Appetizers and and Networking (1 drink ticket included)
7:00-8:00pm Presentation

Address:

Alizee (Inside the Inn at the Colonnade)
4 West University Parkway
Baltimore, 21218

Parking at the Inn at the Colannade will be validated for this event.

REGISTER HERE: http://www.eventbrite.com/event/5527988362

Pricing:
Student AMA Members $25, plus processing fee
Professional AMA Members $30, plus processing fee
Student Non-Members $30, plus processing fee
Professional Non-Members $45, plus processing fee

About the speaker: Erik Hansen
Creative Director, Bates Creative

Erik Hansen, Bates CreativeErik Hansen leads the Bates Creative design team. Erik specializes in branding and experience design, ensuring that every touch point tells a story that connects clients with constituents. His analytical approach blends strategy with design thinking, enabling the Bates Creative team to deliver results linked directly to client goals for differentiation, market disruption, and validation.

Erik is recognized in the industry for his progressive approach and frequently shares his passion for design thinking, branding, and non-traditional design career paths at workshops and other public speaking events.

Prior to joining Bates Creative, Erik taught Corporate Design and Branding as an Adjunct Professor at George Mason University and Boston University CIDA. He founded Think Monumental, a boutique ideation, branding, and creative agency in Washington DC and is the former Director of Marketing + Brand Strategy at ASID. Erik holds a BFA in Graphic Design from Corcoran College of Art + Design.

REGISTER HERE: http://www.eventbrite.com/event/5489840260

Session Presenter: Evan Carroll, Capstrat

Mobile is increasingly becoming a strategic imperative and necessity for B2B and B2C marketers. We are a society who are accessing content, communicating and interacting with people and brands on the go. The mobile era is forcing marketers large and small to rethink their priorities and adapt their service offerings for target audiences constantly changing screens, from laptops to tablets to mobile phones. Evan Carroll, Lead Account Planner at Capstrat based in Raleigh, NC will discuss how marketers and brands alike need to better service their market to accommodate mobile technology and how mobile can help marketers effectively engage with their audiences including:

  • Where and how do you start?
  • Where does mobile fit into my marketing plan?
  • How can mobile engage my audience and grow my brand?

Date and Time:
February 27, 2013
7:30am Registration and Networking
7:45am Presentation Begins

Address:
Advertising.com / AOL
1020 Hull Street – Ivory Building
Baltimore, 21230
Parking available in spots labeled visitor

REGISTER HERE: http://www.eventbrite.com/event/5489840260

Pricing:
Student AMA Members $20, plus processing fee
Professional AMA Members $25, plus processing fee
Student Non-Members $25, plus processing fee
Professional Non-Members $40, plus processing fee

About the moderator: Evan Carroll
Lead Account Planner, Capstrat

Evan CarrollEvan Carroll is Lead Account Planner at Capstrat in Raleigh, NC where he puts his analytical skills to work creating experiences that connect brands and audiences. His research and planning expertise has benefited healthcare, technology and higher education clients including Blue Cross and Blue Shield of North Carolina, Quintiles, the Smart Grid Consumer Collaborative and the University of North Carolina at Chapel Hill. Evan is also an author and speaker, having presented to audiences at SXSW Interactive, the Internet Archive and the Library of Congress. Evan holds MS and BS degrees from UNC-Chapel Hill and serves as Vice President of Programming for the Triangle AMA.

REGISTER HERE: http://contentmarketingstrategy012313.eventbrite.com

Content Marketing Strategy

Workshop Moderator: Will Davis, Right Source Marketing

According to The Corporate Executive Board, on average B2B buyers independently complete about 60% of the purchasing decision process before ever contacting a sales rep. The software company Marketo cites that number at 70% when you combine B2B and B2CC. Buyers are spending more time researching and informing themselves before they ever engage with you. This makes providing the right information to those buyers early on, in the ways that they want to access it more important than ever.

Content marketing requires:

  • Understanding the personas of your buyers
  • Planning for and anticipating buyer objections and answering them with informative content
  • Optimizing content to wow the machines (search engines) and the humans (buyers)
  • Creating calls to action for different stages of the buying cycle
  • Distributing content so that it is actually read and found including social media, email and communities
  • Nurturing buyers though the cycle with informative, content that gently nudges them forward
  • Not just thinking or acting like a publisher but actually being one

In this hands-on, high-energy workshop, attendees will begin to build their content marketing strategies and learn:

  • How to understand the concerns and needs of your different buyers
  • How to plan your topics and content types to address objections and uncover buyer pains
  • How to engage visitors to take them from anonymous readers to known suspects
  • How to nurture prospects through the buying process
  • How to optimize your content for search engines and for buyers
  • How to address often-neglected content distribution
  • How to integrate social media into a content marketing strategy
  • How to measure the results of your content marketing efforts and what to look at as your Key Performance Indicators (KPIs)
  • How to get your sales team to buy into content marketing

Who should attend?

  • B2B and B2C Marketers considering content marketing and/or social media
  • B2B and B2C marketers currently involved in content marketing and/or social media
  • Marketing consultants that work with B2B or B2C companies
  • Marketing communications pros
  • Senior executives who want to learn more about content marketing

Date and Time:
January 23, 2013
7:30am Registration and Networking
7:45am Workshop begins

Address:
Advertising.com / AOL
1020 Hull Street – Ivory Building
Baltimore, 21230
Parking available in spots labeled visitor

REGISTER HERE: http://contentmarketingstrategy012313.eventbrite.com

Pricing:
Student AMA Members $15, plus processing fee
Professional AMA Members $20, plus processing fee
Student Non-Members $20, plus processing fee
Professional Non-Members $40, plus processing fee

About the moderator: Will Davis
Senior Consultant, Managing Partner, Right Source Marketing

Will has a depth of experience in the marketing field, with an emphasis on interactive marketing, having worked in the web world since 1996. From an early web design shop to a government contractor to a full service agency, Will has seen the good and bad of the interactive space from all sides. It’s this experience that led Will to co-found Right Source Marketing.

Prior to Right Source Marketing, Will served as Vice President at Eisner Interactive, where he worked with regional and national accounts on campaigns that drove business, achieving client goals and gaining national and international notice as finalists and winners of ADDY, Webby and Effie awards. Additionally, Will has provided his marketing expertise for Marketplace radio, The Baltimore Sun, The Chicago Tribune, American City Business Journals, Social Media Today, and the Content Marketing Institute.

Will has been recognized as one of the leaders in the area of content marketing, and was recently named to an elite group of consultants for the Content Marketing Institute. Will joins such recognized experts as Joe Pulizzi, Jay Baer and Jason Falls in lending their expertise to help companies develop their content marketing strategy and plan.

Will’s diverse client experiences includes organizations such as General Physics Corporation, RWD, DuPont, Johns Hopkins Medicine; The Kennedy Krieger Institute; Medifast; AMF Bowling; The STAR Network; and The Maryland State Lottery.

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