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Alternative Marketing 2001
Guerilla to Viral: Lessons Learned.

Agenda
6:00 - 7:00 p.m. Networking/Registration
7:00 - 9:00 p.m. Dinner /Presentation

Alternative marketing can greatly enhance a company’s visibility, “buzz” and market share, often at a fraction of the cost of the more conventional techniques.  It takes on many forms, including guerilla, grass roots and viral, and is limited only by your creativity.  Most have existed for a long time, although some were popularized and taken to new levels by dot coms.  While these techniques are receiving less visibility in the post dot com era, they continue to be a viable, indeed valuable, part of the marketing mix.

Our panel will discuss various types of alternative marketing, illustrated with case studies.  Learn how many of the techniques that were closely associated with dot coms are successfully being applied to conventional businesses.  Whether or not you are currently using alternative marketing, you will come away from this session with fresh and practical ideas for complementing your current marketing programs.

Panelists include:

Hal Muchnick, Chief Marketing Officer, Autoland.com

Hal Muchnick has extensive sales and marketing experience in a variety of diverse situations.  He currently is the Chief Marketing Officer at Autoland, where during the past year he has led initiatives that doubled market penetration, improved gross margins 400% and increased customer response rates by 40%.  Formerly, he was Vice President of Sales and Marketing for Interactive Search, provider of an on-line enterprise recruiting application suite, and Vice President, Market Development and Planning at Experian (formerly TRW Information Services).

Phil Becker, Managing Director, The Venture Group

Phil Becker is a senior executive with more than twenty-five successful years in software development, sales and marketing in the information industry. He has broad expertise in defining and coordinating the development of new products, creating and successfully executing marketing plans, and working with sales teams to negotiate and close contracts with major customers.  Companies with which Mr. Becker has worked range from well-established Fortune 500 corporations such as IBM, Xerox and Citicorp, to very small, pre-IPO companies.

Rick Jorgenson, VP of Client Services, Lassoo Interactive

Rick oversees Lassoo’s client relations and client programs while he manages our strong, highly-qualified account services team.  Rick’s background includes 17 years of B2B technology marketing experience. He most recently served as director of the eMarketing department for the Young Company, where he created and deployed interactive strategies for Young Company's clients. Prior to the Young Company, Rick was director of marketing for Scantron Corporation, where he developed online and traditional marketing plans and managed the design and implementation of the company's Web sites, lead development and distribution.