HomeJuly’s IPA Webinar with Linda Popky now available on demand! -
July’s IPA Webinar with Linda Popky now available on demand!
“It was November 1923. Bandleader Paul Whiteman asked composer George Gershwin to create a concerto-like piece for an experimental jazz concert he was planning. The event program was quite long that night and the ventilation system broke. It was hot, the audience uncomfortable, and many of the pieces sounded similar. Gershwin’s new composition was second to last on the program. The room quieted. A haunting clarinet solo began, and American music was never the same.”
“The new piece caught the attention of nearly everyone who heard it. Nearly a century later, Rhapsody in Blue is considered a cornerstone of our American musical heritage. United Airlines licensed the piece in the mid-1980s and is still using Rhapsody as its theme music three decades later.”
In PRSA IPA’s August Webinar, award-winning marketing expert Linda J. Popky, the founder and president of Leverage2Market Associates, inspired our audience with her colorful and effective storytelling when presenting some of the key messages contained in her new book Marketing above the Noise.
She actually started with her “snow cone” story, but I like the Gershwin story from her book so I encourage you to listen to the recording and consider reading her book! There’s a sample chapter on her website. In the webinar, Linda said customers today sit in the equivalent of that hot, stuffy hall in New York. We are all overwhelmed with a seemingly endless parade of marketing messages. The idea for Rhapsody in Blue came to Gershwin on a train ride to Boston. What George Gershwin did in Aeolian Hall in New York City on February 12, 1924, was to get above the noise.
During our 1 hour session Linda took us step by step through her Dynamic Market Leverage model of the 8 timeless marketing factors that help organizations rise above the noise in the marketplace and shared also the five momentum factors for success.
- Organizational Commitment: Your client’s chief executive and your direct reports need to understand the value of effective marketing.
- Environment: What kind of market are you in – has UBER come into your market? Are YOU going to be the next UBER?
- People: Make sure you have the right people – are you training tomorrow’s marketers properly? ;
- Resources: Understanding the level of funding the organization must dedicate to marketing is critical to success; and
- Technology: We have more choices today than ever, but technology should be an enabler, not a jailer.
It’s a shame we can’t cover everything in this outstanding presentation, but two notable resources you can access on Linda’s site are her Top of Mind Thursday Blog and a host of useful podcasts. You can listen to our IPA Webinar featuring Linda here. And to access a list of future PRSA learning events and the on-demand library, visit: http://www.prsa.org/learning.
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