BMA Presents "Creating and Maintaining a Global Brand: The InSinkErator Experience" on March 11th

Contact Jaclyn M. Peters, (262) 408-0056, jaclyn@madercom.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 InSinkErator Experience
Jack L. Backstrom, Marketing Director - International, InSinkErator (a division of Emerson)

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 market.

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 Websites

Neal Linkon, Manager of Interactive Marketing at Northwestern Mutual

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 effectiveness.

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 conferences.

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.

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