American Marketing Association Webcast – May 12th, 2005

Collaborative online/offline sales & marketing: enhancing brand equity, decreasing customer defection, diminishing channel conflict

As a marketer, the brands you represent depend on you for strategies that protect and enhance them. eCommerce can present peril or prodigy to brand equity & positioning. Brand control is at great risk in this Internet age where the lines of distribution sometimes blur. Competitors and counterfeiters, who are bSent on market share, seize opportunity where it exists and cause an alarming rate of customer defection at the manufacturer, distributor and retailer level. Pure-play etailers and auction sites can foster brand degradation. eCommerce can be the greatest weapon against these insidious threats.

Managing distribution channels while selling on the internet requires finesse. This 60 minute moderated panel seminar will provide attendees with insight into the problems of customer defection, brand degradation, and channel conflict. It will present various actionable solutions to overcoming them.

Attendees will gain critical knowledge and have the opportunity to interact with the panelists on issues such as:

• Marketing strategies that enable eCommerce
• Capturing cross-channel shoppers for increased revenues
• Building brand value through eCommerce
• Collecting and using valuable eCommerce related information
• Building relationships through the distribution channel
• Avoiding costly customer defection

The five member panel includes Keith Harrison, CEO, Compass Marketing, a billion dollar multi-national product development, marketing and sales enterprise specializing in some of the largest brands on the planet; Mark Lacek, a global leader and visionary in loyalty marketing and transportation industries who founded The Lacek Group Worldwide and MilePoint, Inc.; Michael Paradis, CEO BenNevis (a MacMillan Company), a business process, customer relationship management and demand chain optimization company; Andrew Eklund, CEO, Ciceron, Inc., a web marketing firm with breakthrough strategies for interactive channels that provide unparalleled access to markets and business intelligence; and, Adam G. Southam, Chairman/CEO of Reshare Corporation, a leading distribution relationship management software company with the only patented distribution channel management solution that enables manufacturers and brand owners to sell online directly to end users without circumventing their valuable channel partners.

Who should attend:

• Marketing professionals and corporate executives responsible for marketing strategies, eCommerce initiatives, channel management, distribution relationships and sales
• Brand owners and managers
• Manufacturing, distribution & retailing executives