Issue link: http://palletcentral.uberflip.com/i/819351
18 PalletCentral • March-April 2017 palletcentral.com arketing and branding. It's a common challenge in all businesses across the spectrum. At some point, you may have come to the conclusion that your efforts aren't producing the results you expected. You're not alone. At the Annual Leadership Conference, keynote speaker Ken Schmidt challenged the standing room only audience to consider getting those results by looking at marketing from a different perspective. Schmidt is the former Director of Communications for Harley-Davidson Motor Company who used his expertise in corporate positioning and media relations to help the company turn their image around in the late 1980s and create demand for Harley-Davidson motorcycles. Known in the business world as outspoken and thought provoking, Schmidt's presentation to the NWPCA audience delivered just that. Through years of professional experience and stories from his time on the road with Harley-Davidson, Schmidt shared his powerful insights and advice for building a vocal customer base, creating a passionately loyal corporate culture, and developing leaders who inspire and motivate. "You must understand your competition; not just direct competitors. Your other competition may not seem obvious, but often have just as big of an impact," commented Schmidt. So who is Harley-Davidson's biggest competition? "Golf! Yes, golf is the biggest competitor of power sports like motorcycling," added Schmidt. This proved to be the case among attendees. As he opened his presentation, Schmidt asked the crowd who owned a motorcycle, and then specifically a Harley-Davidson. M Marketing & Branding MARKETING Secrets to Success By Anne M. Lewis