IEEE Standards Association Marketing Overview

Marketing Definition Marketing is the art of making someone want something that you have. “ Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individuals and organizational objectives. ” American Marketing Association

Marketing IEEE-SA Objectives l Build brand awareness & image l Create demand for products & services l Increase sales/revenue l Increase participation in program l Change attitudes & perceptions l Secure new standards work l Gain new IEEE-SA members l Retain IEEE-SA members

Marketing IEEE-SA Functions l Research l Direct marketing/promotion of products/program and services l Indirect marketing/image building l Public relations l Advertising

Marketing Direct Marketing Tactics l Direct mail campaigns ( and print) l Website presence l Develop & use of media lists & news wires l Targeted collateral at trade events/exhibits

Marketing Indirect Marketing Tactics l Lectures & guest speaking engagements l Articles/papers l Author a book (Standards Information Network) l news letter or bulletin l Surveys

Marketing What we can do for you l Understand needs l Define clear marketing objective(s) l Create defined strategies l Outline tasks & timelines l Coordinate marketing efforts

Marketing Standing Activities Promotion of standards and activities in: l IEEE Online Store l IEEE-SA website/IEEE website l IEEE news vehicles l External news vehicles l Targeted, topical direct mailings (IEEE and via distributors) l IEEE Standards Online Subscriptions IEEE VuSpec ™ CD-ROM products

Marketing Standing Activities l News release development and dissemination l Key milestones, events, activities l Call for participation/interest l Collateral material development l Flyers, brochures l Research

Marketing Standing Activities Thank You! Marketing contact: Karen McCabe Senior Marketing Manager