Lighting Up Vegas: TRSA’s December 2018 Marketing & Sales Summiteers Enjoy Keynote, Senior Sales and Marketing Executive Panel
TRSA ended its 2018 Professional Development offerings by hosting the Marketing & Sales Summit, Dec. 12-13, 2018 at Caesars Palace, Las Vegas. The event kicked off on Dec. 12 with a Marketing & Sales Committee meeting and a Welcome Reception. The Dec. 13 agenda included educational tracks dedicated to both marketing and sales, and a panel presentation featuring senior sales and marketing executives from four of the industry’s largest companies.
Matthew Pollard set the tone for the day on Dec. 13 with his energetic and well-received keynote address, “Identifying, Understanding and Growing Niche Markets.” Pollard is the author of the sales book The Introvert’s Edge. Each Summit attendee received a copy of this book, and Pollard took time to sign copies for attendees following his presentation.
Breakout sessions got underway following Pollard’s presentation. Topics discussed in the marketing track included:
- Big Data: The More You Know, the More You’ll Grow
- Digital Strategy: Tipping the Scales in Your Favor
- Six Marketing Metrics Worth the Effort
The concurrent sales track included the following breakout sessions:
- Upselling Customers: If You Won’t, Your Competitors Will
- Forecasting & Planning: Turning Dread into Anticipation
- Managing the Pipeline: Fact vs. Fantasy
The agenda also included a presentation by Jeff Wile, president, Infinite Laundry, on TRSA’s digital and social media campaigns, and their results. Therese Hood, director of sales, Superior Linen Service, Tulsa, OK, followed with a session on Coordinating Marketing & Sales. Hood gave a rundown of the results of a survey that TRSA carried out on behalf of marketing and sales professionals in the linen, uniform and facility services industry.
The Marketing & Sales Summit concluded with a much-anticipated panel presentation titled “Identifying and Expanding Markets: Converting Non-Programmers.” Panelists included Jim Divers, director of sales and marketing, Alsco Inc.; Ryan Flaherty, vice president of sales, marketing and business development, Aramark Uniform Services; Dave Katz, senior vice president of sales and marketing, UniFirst Corp.; and Bob Mitchell, senior vice president and chief marketing officer, Cintas Corp. TRSA President & CEO Joseph Ricci moderated the discussion.