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NoCal Chapter Meeting

The Northern California chapter of MENG announces its next meeting on Monday, November 11, 2013 at 6:30pm in San Francisco. 
Stan Phelps, Founder of 9 INCH marketing, and author of What’s Your Purple Goldfish?: How to Win Customers and Influence Word of Mouth will discuss:
Customer Retention vs. Acquisition:  
The Little Things Make the Biggest Difference
Traditional “tell and sell” marketing is dead. Marketers can no longer afford to “spray and pray.”  Today’s unsung hero is the empowered customer. The challenge is to leverage their advocacy by selling less and giving more; to focus on the little things that give existing customers a reason to buy more, to come back more often, and to tell more of their friends. Retention pays.  According to Gartner, a 5% increase in retention can boost profits by 25% to 125%.  Referred customers are upwards of four times more valuable than ordinary customers.
In his talk, Phelps will make the business case for retention and referral-based marketing strategies.  He’ll share insights about customer-centric marketing from his award-winning crowd sourcing effort, the Purple Goldfish Project, which he developed into a book.  Attendees will hear about customer-centric marketing lessons from leading brands such as Apple, Disney, Southwest and Zappos.  Phelps will offer practical advice and tips on how you can leverage signature added value to drive differentiation, increase retention and generate word of mouth.
Speaker Bio:
Stan Phelps
Founder & Chief Measurement Officer
9 INCH Marketing
Stan Phelps is a leading expert on experiential marketing.  His North Carolina-based consultancy works with senior leaders to win customers through referral building programs designed to win the hearts of employees and customers.  He’s the author of two books, What’s Your Purple Goldfish?: How to Win Customers and Influence Word of Mouth and What’s Your Green Goldfish?: Beyond Dollars: 15 Ways to Drive Employee Engagement and Reinforce Culture.
Phelps has more than 20 years of marketing leadership experience with brands such as adidas and PGA Worldwide Golf Exhibitions.  Prior to founding 9 INCH, he spent seven years as Chief Solutions Officer with the award-winning agency Synergy, creating programs for brands such as KFC, M&M’s, Pampers, Starbucks and Walmart.  He has a Certificate in Achieving Breakthrough Strategy from Harvard Business School and a JD/MBA from Villanova University.  
When:
MONDAY, November 11, 2013
Where:
Parc 55 Wyndham Hotel
Mission Room, 4th Floor
55 Cyril Magnin Street
San Francisco, CA 94102
Map to Parc 55 Hotel 
Time:
6:30pm – 7pm      Check-in and Networking
7pm – 8:30pm      Introductions, Presentation, and Discussion
8:30pm +              Continued conversation and no-host cocktails in
                      Parc 55′s Cityhouse Bar
Fees:
Members:  No extra charge 
Guests & Non-Members:  $15/person
RSVP:
Click here to register.  MENG welcomes its members and other senior executives in Marketing, Sales, Advertising, PR, Market Research, Strategy, Branding, and related fields.
See you there!
Elizabeth Macken
Northern California Chapter Chair