The Midas Touch: Customer Focus Done Right
Presenter: Rick Dow, Chief Marketing Officer of Midas International and At-Large Board Member of AMA International
Businesses of every sort recognize the importance of customers to their growth and sustainability. Many, however, don’t always act on what they know or aren’t sure what action to take.
Midas International understood and took action to better engage with their customer community. They developed and executed a strategy that goes across customer segmentation, media and customer satisfaction. During his presentation, Rick Dow will take us inside Midas as he shares how they made choices, how they acted and what happened as a result. He’ll discuss:
Who are they – Customer Segmentation
- Understand who your customers are and what they want
- How Midas did it
- What Midas found (segments defined)
- Which segments Midas chose to target and how
Media for the times
- History of past media use
- Rethinking media strategy
- Shift in media to radio, print, and web
- Measurement, shift led to increase in new customer acquisition
Leave them smiling
- Importance of customer satisfaction
- Research to find the things that matter most
- CRM to target and follow up
About the Speaker:
Rick Dow was appointed chief marketing officer for Midas International in June of 2003. Midas is one of the world’s largest providers of automotive services, with over 2,700 franchised, licensed and company-owned Midas shops in 19 countries, including nearly 2,000 in the United States and Canada.
Prior to Midas International he was Senior Vice President of Marketing at Burger King, responsible for all aspects of marketing and communications, consumer promotions, product development, brand positioning, field marketing, consumer insight and customer segmentation.
Mr. Dow holds a bachelor of arts in English from the University of Notre Dame, with graduate studies at Fairfield University. He is active in the arts and charitable organizations, serving on the boards of the Make A Wish Foundation, the St. Paul Chamber Orchestra and Wilderness Inquiry.
When:
Friday, October 16, 2009
Where: NEW LOCATION!!
Cintas Center at Xavier University
1624 Herald Avenue
Cincinnati, OH 45207
Directions
Time:
11:30 am – 12:00 – Registration & Networking
12:00 – 1:15 pm – Lunch and program
Cost:
AMA Members
$30 for Reservations made by October 13
$35 for Reservations made after October 13
AMA Student Members – $10
Non-Members
$45 for Reservations made by October 13
$50 for Reservations made after October 13
Menu – TBA
(To request a vegetarian plate, indicate in the comments box in the registration payment form.)
Share this information via social media (Twitter and Facebook).
