NEW! 4 -Day Educational SeminarCUSTOMER-FOCUSED MARKETING STRATEGIES FOR A CHANGING LANDSCAPEPresented by Impact 180 Strategy & Consulting

REGISTER UP TO 3 EMPLOYEES FOR AS MANY AS 4 SESSIONS!

REGISTER BY: JAN. 10SESSIONS START: JAN. 28

While you have been busy growing your business, the LBM marketing landscape has changed, and gotten much more complex.

Consider these questions:• Are you wasting your marketing budget?• Is your focus on individual tactics?• Are you advertising instead of marketing?• Do you have some marketing in place—but don’t have an

integrated plan?• Are you unable to measure your return on investment?

With so many tools available to LBM retail companies today, how do you focus your resources to produce a positive result?

Evaluating Your Current Marketing

Landscape

Understanding and Optimizing the

Marketing Mix of Tools

Introduction toC.R.M. and Customer

Engagement

Leveraging Information to Make Fact-Based

Decisions

LOCATION: NRLA HEADQUARTERS585 North Greenbush Rd., Rensselaer, NY 12144QUESTIONS?Call Erin O’Connor at 518-880-6348

Over the course of four (4) sessions, we will work on a prescribed logical sequence of events designed to mitigate risk, create and implement a comprehensive marketing strategy. Participants will learn best practices through exercises and real-world exam-

ples that they can immediately apply to marketing the business. Whether you are marketing to builders, remodelers, or consum-ers, having a disciplined approach dramatically increases your chance of success and producing a good return on investment.

Evaluating Your Current Marketing LandscapeJanuary 28, 2020 • Time: 9 a.m. - 2 p.m.

Understanding and Optimizing the Marketing Mix of ToolsFebruary 11, 2020 • Time: 9 a.m. - 2 p.m.

Introduction to C.R.M. and Customer EngagementMarch 10, 2020 • Time: 9 a.m. - 2 p.m.

Leveraging Information to Make Fact-Based DecisionsMarch 31, 2020 • Time: 9 a.m. - 2 p.m.

PRESENTED BY:Tom Ford – President, Principal – Lumber Contacts, Inc., and Impact 180 Strategy & Consulting GroupJack Leary – Senior Vice President & Partner – Impact 180 Strategy & Consulting Group

• The role of marketing and the business benefits of developing a marketing plan

• The strategic differences between advertising, marketing, and sales

• Marketing and the “4 Ps”• How to prepare a business review

and getting started• The marketing planning

sequence of activities

• Strengths, Weaknesses, Opportu-nites, Threats (SWOT) exercise

• The difference between objectives, strategies and tactics, and how to implement

• Defining the target market(s) and setting sales objectives for growth

• Developing marketing objectives, rationales and actionable strategies and tactics

REGISTRATION FORM: Mail completed form to: LBMDF, c/o Pamela McHale, 585 North Greenbush Rd., Rensselaer, NY 12144PRICE: $1,200 for all four (4) sessions for up to three (3) employees (individually or combined).

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Make check payable to: LBMDF and mail to: LBMDF, c/o Pamela McHale, 585 North Greenbush Rd., Rensselaer, NY 12144

THESE COURSES ARE DESIGNED SPECIFICALLY FOR NRLA DEALERS BY LBM EXPERTS.

• Using and optimizing cooperative advertising (Co-op)

• Merchandising and marketing • Communications planning,

marketing to builders vs. remodelers vs. consumers

• The different types of positioning • The marketing mix of tools• Establishing your online

marketing strategy

• The use of 3rd party providers and getting help

• Developing a marketing budget and calendar

• Putting it all together, executing, and evaluating your plan

• Measuring your marketing investment and return on investment (ROI)

• Establishing your brand• Corporate identity development

and guidelines• Customer relationship

management (CRM)• CRM to the dealer vs. CRM to

the customer• Customer relationship

management fundamentals and guiding principles

• Assessing your marketing maturity and determining what level you are at today?

• What is customer engagement?• Customer experience vs.

customer engagement• What do other industries do

and what can we learn• Marketing road map to customer

engagement

• Meeting the challenge of customer engagement: What is involved

• How to get started collecting and using data: Why it is important

• Intro to analytics, correlating your customers, products and channels

• Developing business segments and establishing business metrics

• Best-in-class CRM programs and high-level business requirements

• Data management, decision man-agement, and business-use cases

• Designing customer profiles and segments for marketing action

• Targeted marketing and customer contact strategies

• Performing data hygiene and enriching customer profiles

• The CRM progression, attraction, connections, and bonds

• CRM and loyalty, and pitfalls

REGISTER BY JAN. 10, 2020