Marcus Tennant and Kyoko Fukuda of Yokogawa will talk about marketing after a disaster and Pieter van der Klooster of Optimis will discuss a case study of product marketing at ISA.
Marketing after a Disaster
Over the past 10 years there have been several tragic natural disasters that have occurred throughout the world. As the global economy becomes more connected through supply chains and information, what role does marketing have in helping customers and other stakeholders affected by the disaster? This presentation will discuss how Yokogawa responded to customers impacted by the Tohoku earthquake & tsunami. They will give examples of how marketing groups in companies like Home Depot and Wal-Mart take action before and after a disaster and suggest ways marketing, communication and even sales can help an organization respond to a crisis and help customers and employees.
Global Marketing Meets New Marketing
A Case Study in Product Marketing at ISA
This presentation will discuss an example of targeting global customers by using an ISA standard as a brand. Several years ago it was decided to bring the ISA standards into attention of the global market. Websites were built for some of the standards. A good example is www.ISA-95.com. On Google this website is always on the first page when someone searches for ISA-95. Visitors can download some information. When you want to download more detailed information you have to become a free ISA-95 member by registration on the website. Several of these types of members from all over the world sign up every day. This has resulted in a huge and valuable database with very interesting detailed marketing information. Some of the data shows which verticals are interested in ISA-95 and how this standard is adopted e.g. in India and China. Be at the forefront of adapting innovative new marketing concepts, improve them and manage to get them out of the lab into the real world.
About the Presenters
Marcus Tennant has been with Yokogawa Corporation since December 2008 as a Principal Systems Architect. Prior to Yokogawa, Marcus was employed at Rockwell Automation for 10 years as a Product Manager and Application Engineer. Prior to that, he was with Morton International for 10 years holding various positions in Process Development, Project Engineering, and Q.A. and with Jones-Blair Company for 5 years as an R&D Chemist and Process Engineer. Marcus has a B.S. in Chemical Engineering from Michigan State University and an M.S. in Operations and Technology Management from the Stuart School of Business at Illinois Institute of Technology. He is a member of AIChE, ACS (American Chemical Society) and ISA.
Kyoko Fukuda has 15 years experience in global sales activities for industrial automation mainly in the Asia Pacific and the EU.. She has 10 years experience in the power supply business with HP, CISCO and Aglient and 4 years of product marketing. She is currently a member of the Process Automation Product Marketing department at Yokogawa headquarters in Tokoyo and a member of the global strategic business marketing committee and the information-initiative working group for web and inbound marketing.
Pieter Van der Klooster founded his company, Optimis about 1 year ago. Prior to founding Optimis, he focused his 30-year professional career in sales, marketing, and general management to several industrial automation and process control companies. Mr. van der Klooster was also founder and CEO of Promatic, a Netherlands based international provider of Siemens automation solutions to the European industry. Prior to joining Promatic, he was a Division Director of one of the largest Siemens System Integrators in Europe. Currently, he is also a Director of ISA, responsible for Europe, Middle East and Africa. Mr. van der Klooster holds a Bachelor’s degree of Science in Electrical Engineering, a BS Ed, and BS in Business Administration from Fontys University-Eindhoven, and a degree in Industrial Marketing from Erasmus University-Rotterdam.