BMA Presents "Creating and Maintaining a Global Brand: The InSinkErator Experience" on March 11th
Contact Jaclyn M. Peters, (262) 408-0056, email@example.com
MILWAUKEE, Wis. - The Business Marketing
Association - Milwaukee Chapter is hosting a dinner
presentation on Thursday, March 11, 2010 that features Jack L.
Backstrom, Marketing Director - International for InSinkErator.
Backstrom will discuss how a local company can become a global
product category leader with a consistent brand image. The event
will take place at the Italian Conference Center, located at 631 E.
Chicago Street in Milwaukee.
Feature Presentation: (7:00 - 8:00 p.m.)
Creating and Maintaining a Global Brand: The
Jack L. Backstrom, Marketing Director -
International, InSinkErator (a division of
Backstrom's presentation will focus on the experience of
InSinkErator, a Wisconsin-based manufacturer that has a leading
market position in food waste disposers and steaming hot water
taps. Working across more than 20 languages and cultures involving
as many as 15 communication agencies on three continents,
guidelines must be clear. This presentation will cover the
importance of clear management direction, global staff buy-in, a
comprehensive brand guideline and a clear glossary of terms to
define new-to-the-world concepts. InSinkErator's use of a digital
asset management system will be discussed along with the importance
of keeping abreast of global style trends and conducting in-country
translation, revisions and checks to be sure the message fits the
Backstrom is InSinkErator's Marketing Director, responsible for
the marketing efforts of InSinkErator in more than 100 countries.
He oversees global market research and leads new product launch
efforts. He also coordinates and leads the global marketing team
for InSinkErator, which sets strategic direction for the department
and coordinates the efforts of more than 15 independent marketing
communications firms. The firms work on various projects aimed at
growing InSinkErator's unique product categories: premium and sink
appliance solutions. Fluent in Spanish, Backstrom is responsible
for sales and marketing in Latin America and overseeing the Mexican
warehouse. He has traveled extensively throughout Asia, Europe and
Latin America conducting sales training courses and visiting
InSinkErator's global distributors and global employee network.
Prior to working at InSinkErator, Backstrom worked in public
relations for a major American corporate client. He holds a Masters
of International Management from the American Graduate School of
International Management (Thunderbird) and a Bachelor of Arts in
International Marketing and Economics and Spanish from Westminster
College in the U.S.
Success Seminar: (4:30 p.m.)
Maximize Your Web Presence: Best Practices for Corporate
Neal Linkon, Manager of Interactive Marketing at
The rapid emergence of the Internet as a mainstream marketing,
information and transaction medium has put new pressure on
organizations to maximize their Web presence. But as use of the Web
has evolved, so have standards and expectations for a pleasing and
functional Web site design. Neal Linkon will discuss the most
effective strategies B-2-B marketers can use to get the most from
their organization's Web site.
Linkon is the manager of Interactive Marketing at Northwestern
Mutual. His focus is on building client and recruit referrals
through the various Northwestern Mutual Web properties.
Prior to joining Northwestern Mutual, Neal was senior vice
president of Greystone.Net, a firm specializing in Internet
consulting in the healthcare industry. Linkon's work has received
numerous national awards for interactivity and e-business
Before joining Greystone.Net, he was responsible for interactive
marketing at Aurora Health Care, where he led the planning and
implementation of the health system's award-winning Web site and
patient portal. Linkon's background includes 25 years in management
at companies such as Motorola, Lockheed Martin, Johnson Controls
and International Paper. In 1995, he began focusing on interactive
marketing and subsequently served a variety of clients, including
Pfizer, Kellogg's® and the National Football League.
Neal is a frequently requested speaker for national and local
How to Register
BMA members and non-members are encouraged to attend. Cost for
members is $55 for the full evening, $20 to attend the seminar
only, and $40 for dinner program only. Cost for non-members is $75
for the full evening, $30 for the seminar only, and $55 for the
dinner program only. The cost for full-time educators is $20, $10
for full-time affiliate students and $20 for non-affiliate students
(student spots are limited). Non-profit members are invited to
attend the Success Seminar at member rates. All attendees must
register on www.bma-milwaukee.org. For more information, contact
Ilka Hoffins, executive administrator, at 262-746-9686.
About the Business Marketing Association:
The Business Marketing Association (BMA) is the leading
professional resource for business-to-business marketers and
communicators. The organization offers services, information, skill
enhancement and networking opportunities that help its members
grow, develop and succeed throughout their marketing careers. For
more information on BMA, visitwww.bma-milwaukee.org.