Superb Speakers and Consultants
12407 Mopac Expressway North
Austin, Texas 78758-2429
|Speaker Profile: Rob Hand|
|Location of Speaker: Austin, TX|
|Fees: $4,000 - $11,500|
|Rob Hand's Clients Comment:
“HPM's extensive knowledge of channel promotion programs proved invaluable to T-Mobile in customizing this application to be best-of-breed and also ensuring that T-Mobile truly incorporated "best practice" in our channel promotion programs. They were a tremendous asset to the team and the project in their ability "see the big picture" while being able to translate to the granular level those key business requirements that were needed for a successful execution of this project.”
T-Mobile Wireless, Inc.
Senior Manager of Compensation & Commission
"Superior Service! Excellent follow through and commitment to delivery of the best solution we could hope for – under budget! HPM’s knowledge and experience are invaluable."
Trade Promotion Manager
"Rob is one of the most entertaining speakers we've ever had. He not only packs a powerful message, but he does it with wit, vigor and pure fun. He can make your night, lunch or workshop a huge success. His is always the most energetic, dynamic and well-attended sessions we have.
And...he sticks around and answers questions!"
National Association for Promotion and Advertising
Rob Hand's Clients Include:
IBM PartnerWorld PCD
Kikkoman International Director of Marketing
Twinlab Director of Trade Analysis
T-Mobile Director of Compensation and Incentive Management
Nike, Inc. Trade Promotion Services
Rob Hand's Presentation Sessions Include:
Trade Promotion in Today’s Channel Market Mix
·Definition and Purpose – What are these programs, and what are the main reasons for their vast implementation? How do they work? Graphical information showing money, usage rates, and other critical indicators in the world’s promotional deployment of these programs.
·History – a brief overview of how we got here – the story of co-op advertising development, trends, and utilization in all channels of distribution, all industry categories.
·Strengths and Weaknesses - What are their key strengths and weaknesses? What market and consumer forces work on them and what is the relative results of the channel’s utilization of these programs.
·Life Cycle – How do these programs get developed, deployed, measured, analyzed and reapplied?
·Future – What is the future role, format and structure of these promotional programs in the next 20 years?
This topic would apply to any industry or channel gathering. It would usually apply to a less knowledgeable group of people from potential customers such as the finance, I/T and corporate executive organizations.
Time: 1 – 2 hours
The Evolution of Channel Promotion
· Introduction – a summarization of channel promotion today, along with its primary program formats, issues, problems and concerns. Also, a general definition of the variety of channel responses, historical perspectives and basic agenda for the remaining discussion.
· How we got here – a single moving graphical representation of trade promotion, channel soft dollar and co-op advertising from before the 1900’s through today. Purpose is to show the general trends, growth in the promotional programs’ percentage of revenues and key legal and market environment impact on where we are today.
· Strategies and tactics – An overview of the strategic direction channel promotion has taken; including tactical actions and results.
· Channel response – How the channel has responded and reacted to programs over the years, and the roles it has played in the overall growth and evolution of promotional programs offered by their manufacturer suppliers.
· Future – What new evolutionary change is expected over the next few years – domestically, globally – in soft dollar channel marketing promotion.
Target Audience: This topic can be tailored for any specific industry or product category. As with the above topic, it would be a general audience presentation, where the amount of overall channel promotion knowledge is such that there is an awareness of these types of programs and perhaps even a daily interface with them.
Time: 1 – 2 hours
Channel Promotion Expenditures – Trends and Patterns
· Introduction – Defining channel and trade promotion expenditures by way of promotional activities, including an overview of how manufacturers historically determine eligibility and application.
· Promotional Value – I discuss the various types of promotional activities according to their utility within different product categories, industries and channels.
· Channel Impact – How the channel players have impacted the types of media and promotional activities over the years. Discussion of the important role the channel plays in shaping manufacturer program content and format relative to promotional expenditure categories.
· Return on investment – A graphical depiction of different results within different channels and industries of promotional activities; and how the levels of expenditures on each type has changed over the years. A powerful discussion about financial results attained and expected within a number of actual case histories and studies.
· Future view and assessment – The impact of new promotional vehicles such as the Internet on channel promotions. Also, what can both the channel and manufacturers look forward to in future development and deployment of trade promotion, co-op and MDF program offers.
Target Audience: Advertising executives – media or manufacturer. Channel marketing and advertising executives, trade promotion management personnel, financial executives responsible for channel promotion program budgets and expenditure measurement; and field sales and marketing personnel who are directly responsible for customer contact and promotional program presentation, planning and execution.
Time: 1 – 2 hours
Promotion Planning – the Key to Effective Channel Marketing
· Introduction – Defines promotion planning as a formal method employed by manufacturers and channel executives wherein strategic and tactical goals are jointly determined, shared and executed in partnership. We cover a brief historical view of how and why promotion planning has evolved; and why now more than ever, it is critically important for the channel and manufacturers to work together.
· Strategic Linking– We detail the promotion cycle and show how and why it is important to set mutual goals and objectives, how to form the bonds between channel and vendor strategies, and the formulation of expected results. We define strategic linking as the most effective form of channel promotion – the combination and synergistic content, activities and timing designed to achieve all objectives – sales, marketing and share.
· Channel Promotion Modeling– The methods employed by the channel/vendor team to evaluate historical results and apply to future promotional effectiveness.
· Execution – The administration of an effective promotion planning-based program. How the program is managed at the channel, field sales, corporate levels.
· Measurement– A brief discussion of the methods and formats for determining appropriate indices, measuring execution and analyzing results..
· Re-application– The actual implementation of measured results – tying what you learned into future plans.
Target Audience: Channel and manufacturer marketing and advertising executives, trade promotion management personnel, financial executives responsible for channel promotion program budgets and expenditure measurement; and field sales and marketing personnel who are directly responsible for customer contact and promotional program presentation, planning and execution.
Time: 1 – 2 hours
Growing A Marketing Business – Leveraging the High Tech Environment to Win
· Introduction – The effects of a tech-centric environment on starting up marketing and sales companies.
· History– A brief review of key market areas like Silicon Valley, Austin, Albany and Boston and how companies began and thrive or die in those markets..
· “Catalystic Convergence” – The new phenomenon of growth that pushes small and large companies to succeed and excel in the global business of today.
Target Audience: General audiences. This is usually given to a group of entrepreneurs or general business executives who want to start up, grow, expand or simply compete against aggressive marketing rivals.
Time: 1 to 2 hours
Rob Hand's Biography:
Rob Hand is a 32-year veteran of the promotional allowance marketing industry. He did his undergraduate and graduate work at the University of Memphis in Radio/Television/Film and communications law. He has been a leading influence in the cooperative advertising and trade promotion industries, authoring over 400 co-op and promotional allowance programs worldwide.
He is the founder of MEDIANET, now Trade One Marketing and has pioneered several innovations in the business processes and systems supporting administration and management of co-op, trade promotion, and MDF programs. He later founded The Hand Consulting Group, Inc., a promotional process consulting firm and system developer/integrator. HCG was acquired in 1999 by Callidus Software of San Jose and Rob served as the Vice President, General Manager of the trade channel promotion product group, TrueChannel. After a successful launch of the TrueChannel product, Rob formed Hand Promotion Management where he now serves as its CEO.
HPM provides consulting services to manufacturers, resellers and distributors for the development, deployment, management and analysis of trade channel promotion programs for all industries. HPM’s clients have included Nike, T-Mobile, Research In Motion, Ltd., Twin Laboratories, Intel, IBM, Compaq, Hewlett Packard, Symantec, Adaptec, Levi Strauss, Sun Microsystems, Kikkoman, Motorola, Polaroid, and Frito-Lay to name a few.
Rob was elected to the Promotion Allowance “Hall of Fame” in 1998 for his contribution to the trade channel promotion industry and is currently serving on the Advisory Panel for CMP Publishing, the world’s largest computer and high technology news and trade publisher. He frequently holds workshops and seminars on the strategic and tactical values of co-op advertising, trade promotion and soft dollar marketing around the world. Rob is married with four children and one grandchild.