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Kathleen Peterson of PowerHouse Consulting Presents Today's 2009 NCOF Keynote
New York, NY, March 25, 2009 — Kathleen Peterson, founder and chief vision officer for PowerHouse Consulting, Inc. today helped attendees recharge during day two of the 2009 National Conference on Operations & Fulfillment (NCOF) with her keynote presentation “Brand Energy Power.” Co-produced by the Direct Marketing Association (DMA) and Multichannel Merchant, NCOF is being held at the Rio All-Suite Hotel in Las Vegas, Nevada, and concludes tomorrow.
Customers today are smart, savvy, and expect world class service. Peterson’s keynote detailed how Brand Energy Power can help move an organization from vision to action, drive brand and customers’ experiences through every touch point, unify employees with a shared set of goals, and create loyal customers.
Peterson believes vision, brand, leadership, and execution combine to deliver a powerful customer experience. Outlining the Brand Energy Power pyramid, she explained: Brand is what we represent, Energy is how we sustain it, and Power is what we do with it. She began by stressing how brand truly drives the customer experience and companies should be in control and aware of them at all times.
Describing the effects of controlled risk, followed by brand damage and eventual brand destruction, Peterson said it’s “about meaning not marketing.” Brand experience will undoubtedly trigger a response — and using positive energy will hopefully elicit the desired response. Customers will use their beliefs and emotions to tag a particular brand, so it is important what kind of energy a company is putting out. Energy, just like a color, has the ability to communicate, for example, blue is often associated with calm and cool, yellow with fear, and red with excitement.
Energy is largely lost due to the demands we put on ourselves. Peterson enforced the need to ‘unplug’ once in a while, recharge, and learn how to manage expectations. She concluded by citing Power and getting empowered as the driving force for success. “Own it, work it, share it,” she said. Passing on the positive Brand Energy Power to customers will encourage and foster optimistic experiences and help create a loyal customer base.
The National Conference for Operations & Fulfillment (NCOF) is the only conference for catalog, online, and multichannel retailers. NCOF is dedicated to providing information, ideas, and trends in operations management to help companies achieve greater productivity, efficiency, quality, cost control, customer satisfaction, and profitability. With a 19-year track record of success delivering buyers and sellers of operations and fulfillment products, services and systems, NCOF’s unique back-end focus makes it an important educational resource for direct-to-customer business.
About Multichannel Merchant
Multichannel Merchant is the leading information source for senior-level executives at catalog, online, retail and b-to-b merchants. Our suite of print, online and event services takes these industry professionals to the heart of multichannel retailing, helping them stay on top of tactics and techniques that are crucial to improving market share and profitability—while integrating front-end and back-end operations and everything in between. Our editors provide the expert strategic advice and practical techniques that operations professionals urgently need to improve efficiencies, productivity, cost savings, and customer service covering the entire fulfillment process—from the moment an order is entered to its delivery at the customer’s doorstep. For more information, visit http://www.multichannelmerchant.com.
About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,400 companies from dozens of vertical industries in the
In 2008, marketers — commercial and nonprofit — spent $176.9 billion on direct marketing, which accounted for 52.1 percent of all ad expenditures in the
The Power of Direct: Relevance. Responsibility. Results.
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