BMA annual show touts 'year of the marketer'

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Broomfield, Colo.—Hailing 2003-04 as “the year of the marketer,” outgoing BMA International Chairman Rip Ripley turned over the post to Mike Hensley, exec VP-director of integrated marketing communications at HSR Business to Business, at the BMA International Conference.

The theme of this year’s conference is “reality marketing,” with b-to-b marketers and agency executives discussing the challenges facing the industry and strategies for meeting them.

“Reality television has nothing on us,” Ripley, chief operating officer at BSM&R, Denver, said Thursday.

“If you are sitting here today, you have already conquered your fear factors, been a survivor and probably heard these infamous words—‘You’re fired’—at least once.”

Kevin Clancy, CEO of Copernicus Marketing Consultancy and author of “Counterintuitive Marketing,” delivered the keynote address.

Pointing to Copernicus research and other studies, he said that “brand equity is in decline” and offered marketers strategies to build brand equity and grow profitability.

Clancy said marketers should avoid rushing into new marketing programs. He recommended they devote at least six months to developing new marketing strategies and another six months to implementing them.

He also said marketers should focus on targets that will have a higher ROI, rather than just targeting heavy buyers.

—Kate Maddox

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