TRSA Hosts Summit for Marketing & Sales Professionals
TRSA’s Marketing & Sales Summit, held at Caesars Palace in Las Vegas, kicked off on Dec. 12 with a Marketing & PR Committee meeting and a Welcome Reception, and continued the following day with educational tracks dedicated to marketing as well as sales, and a panel presentation featuring senior sales and marketing executives from four of the industry’s largest companies.
Matthew Pollard got things started on Dec. 13 with a keynote address titled “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.
After Pollard wrapped up his speech, concurrent breakout sessions got underway, with one track dedicated to marketing and the other dedicated to sales. 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 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
Following the breakout sessions, Jeff Wile, president, Infinite Laundry, gave a presentation 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 panel presentation titled “Identifying and Expanding Markets: Converting Non-Programmers.” The panel featured 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.