SVPMA Monthly Event - Marketing the Experience with Dr. Juan P. Montermoso October 3, 2012

Organization: SVPMA - Silicon Valley Product Management Association
Topic: Marketing the Experience: Applying Product Management Concepts to Services and Events
Speaker: Dr. Juan P. Montermoso, President at Montermoso Associates, Professor of Practice in Marketing at Santa Clara University
Date: Wednesday, October 3rd
Time: 7:30pm - 9pm (job fair is from 5:30pm-7:30pm)
Location: Network Meeting Center at the TechMart - 5201 Great America Parkway, Santa Clara
Cost: Free for Members. $30 for pre-registered non-members before the day of the event. $40 on the day of the event
More info: http://svpma.org/events/monthly-meetings/

Presentation:
Over the past 40 years, both in the US and around the world, economic and business activity is increasingly shifting from products to services. For instance, more than 70% of GDP in places like the United States, the Netherlands or Australia is service-based, while 60% of revenues for companies like IBM are attributable to services. For product managers and CMOs, the message is clear: designing, marketing, and delivering not just profitable services but memorable experiences will be the keys to success.

In this session, Dr. Montermoso will discuss the important elements that marketers must master. While it is still necessary to utilize traditional tools like value propositions, target segments, and the 4P's of marketing, he will describe the new elements that the successful marketing of services require, such as:
~ What additional "P's" could truly differentiate your service
~ How an "experience" can be delivered even before the real "experience"
~ Why web capabilities and social media are core to the service
~ When the power of bundling can energize profits

Even when marketing tangible products, Dr. Montermoso will highlight those aspects of the product experience that go beyond typical marketing approaches. So whether you are marketing a Smartphone ("Where is the nearest Chinese restaurant?") or a night of baseball at AT&T Park ("Buy me some peanuts and crackerjack!"), learn why and how the marketing of "experiences" can lead to breakthrough success.

About The Speaker:
Dr. Juan P. Montermoso has an extensive international background in marketing, operations, and strategy. For over 25 years, his contributions at the Hewlett-Packard Company in Silicon Valley spanned product marketing for commercial systems, global channel marketing of personal computers and printers, and the planning and incubation of e-business initiatives. In addition, he led innovation and change in Asia Pacific both as Vice President for Information Technology with a Philippine conglomerate and as an executive trainer for the SGV Group, an Accenture partner in Asia.

Currently Dr. Montermoso holds an appointment as a Professor of Practice in Marketing at Santa Clara University, where he teaches marketing strategy and global project management at the MBA and executive development levels. As the President of his own marketing consultancy, he has focused on marketing strategy, program management, and leadership development, and his work has benefited high tech organizations such as Google, Cisco, and eBay, as well as a range of Asia-based firms. He is also sparking creativity in marketing as a Consulting Director with Marketing Operations Partners.

Dr. Montermoso earned a Bachelor of Science in Engineering and Applied Science from Yale University, a Master of Science in Applied Math and Computer Science from Harvard University, and a Doctorate in Business Administration from the Harvard Business School.

Official Website: http://svpma.org/events/monthly-meetings