TRSA Confab Features Mix of Marketing, Sales & Service Intel

TRSA hosted its Seventh Annual Marketing, Sales & Service Summit on Nov. 12 in Atlanta. The event, which had its largest attendance ever with more than 75 participants, was held in conjunction with TRSA’s 13th Annual Healthcare Conference, which took place Nov. 13-14 at the same site, the Westin in Buckhead.

The Marketing, Sales & Service Summit kicked off with a morning keynote address titled, “Unleashing Innovation: The AI Effect,” by Tom Edwards, the managing director of consulting at Ernst & Young LLP. Over the last 25 years, he has held positions as a chief digital, data, marketing and innovation officer. Edwards has significant experience with artificial intelligence (AI), working with boards and C-level executives across the Fortune 500 to integrate all facets of AI.

Edwards discussed some of the most useful applications of AI in the linen, uniform and facility services industry. Similar to most of the manufacturing industry, common uses of AI include maintenance automation, predictive maintenance, supply-chain operations and customer-service enhancements. He also noted some of the major enhancements coming to AI, including using text to create images, or text to video.

Edwards noted the importance of familiarizing yourself with AI in the workplace of the future. “AI will not replace a person’s job, but a person who knows how to use AI will,” Edwards said.

The event featured a mix of educational content. Customer service topics included a presentation by Jon Locke, the director of operations at Prudential Overall Supply, titled “The Customer-Client Relationship: Balancing Satisfaction” and a customer panel featuring Kevin Hensley, director of sourcing at Sonic Automotive; and Paula Owens, director of purchasing, distribution and sustainability at Ted’s Montana Grill. Ray Shabandarian, director of service consulting at Performance Matters served as moderator for Hensley’s and Owens’ presentation.

The following presentations rounded out the offerings at the Summit:

• The Value of SEO, Steve Cooker, vice president of client services, Infinite Laundry/LinenMaster
• Renewals and Extensions: Strategies & Best Practices, Ray Shabandarian, director of service consulting, Performance Matters
• Unlocking the Power of AI in Your Role, Eric Smith, director of sales & marketing, Alliant Systems
• Telling is not Selling: The Power of Questions, Ed Kwasnick, director of business development, ARCO/Murray

Facilitated roundtable discussions on several topics also took place during the afternoon. Topics included:

• AI and Tech in the Laundry
• Sales Synergy
• Marketing Mix: What’s in Yours?
• Recruitment Roundtable
• Boost Your Lead Generation

The Summit closed with a panel presentation on podcasts featuring industry podcast professionals Dana Craig, director of project management at Alsco Uniforms; Jason Risley, senior editor/director of content management at TRSA; and Smith, who’d presented earlier on AI issues. Craig hosts the “It Pays to Keep Clean” podcast, Risley runs the “Linen, Uniform & Facility Services Podcast – Interviews & Insights by TRSA” and Smith oversees the “LaundryTalks” podcast. The discussion was moderated by Susie Jackson, senior director of marketing and communications at TRSA. Following the panel discussion and questions from the audience, TRSA President & CEO Joseph Ricci sat down with Zach Ostendorf from Clean & Simple Marketing for a live presentation of “The Wash,” where Ostendorf asked Ricci several questions while the duo ate progressively spicier hot wings.

During networking breaks throughout the day, several companies presented their top marketing ideas from the past year in a competition dubbed “The Best of the Best.” Following the conclusion of the Summit, attendees voted on the winner of the contest. The winner was Simple, a new division of NOVO, which introduced their brand through a LinkedIn ad campaign featuring the company’s mascot Karl the Fish.

A joint networking reception with Healthcare Conference attendees followed the Summit. Thanks to the following sponsors for their support of the Seventh Annual Marketing, Sales & Service Summit: Five-Star Partners Alliant Systems, Kannegiesser ETECH, JENSEN USA Inc. and Pellerin Milnor Corp.; Four-Star Partners Ellis Corp. and Unitex International Inc.; and Premium Sponsors Brim Laundry Machinery Co. Inc., G.A. Braun Inc., Lavatec Laundry Technology Inc. and Monarch Brands.