Ken Banks

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Biography

Ken Banks brings over 30 years of retail marketing experience to his consulting and presentations business Ken has focused on helping retailers, media organizations, trade organizations, and advertisers develop strategies and programs to better position themselves with today's changing customers. He has made it an imperative that marketers recognize the importance of including the company's people – both on the salesfloor and in support functions—as the critical element in the successful brand strategy.

Ken spent over 23 years in retail marketing as the head of marketing for PetsMart, the 500+ pet specialty chain, Circuit City Stores and for the 2800-store, Eckerd Drugs chain. He also spent time in merchandising and department store operations with Dayton-Hudson and Robinson's Florida before moving to the marketing side of the business. Earlier, he spent a couple years on the agency side with Doner, working on several retail clients like Venture, May Co. (LA), Foley's, Wickes, Pic n Pay Shoes, Gold Circle, and Giant Foods. He developed his marketing expertise early on in brand management with Procter & Gamble on Folgers Coffee.

For Ken, creativity has always been a priority, which paid off with Advertising Age Award for top TV retail commercial, Clio finalist twice, Retail Advertising Conference awards for both radio and TV, and National Association of Drug Stores awards. His essays have been published in retail books from ICSC and RAMA, as well as in the Arthur Anderson Retailing Issues Letter. He is a contributing author of the book, Marketing Magic (Insight Publishing). He is past vice president of the Tampa Advertising Federation; winner of the AAF Silver Medal; and serves on the executive committee of the Retail Advertising and Marketing Association in Chicago. He received national recognition with his induction into the Retail Advertising Hall of Fame (1990) and the award of the Television Bureau's first national award for Innovation in Retail Television Advertising (1994).

Speaking Topics

Developing a brand strategy for your store
It's not just a new name. It's not simply a new slogan. It's not just awareness. The brand must have an emotional bond with your target customer. In this presentation, a five-step process is described on how to effectively develop a brand strategy for the company and then how to make it come alive with the customers and with your associates. Case studies are included to show how some stores outperform their competition by having a better brand strategy that's recognized by the consumer. It is the key to success for any consumer product, store or service.

Growing market share in tough economic times
Despite problems with the economy, world terrorism and slumping consumer confidence, some stores continue to grow their business consistently. Taking a look at how they do it and how they strengthen their brands show that successful stores live up to their strategy everyday in every store.

What successful stores have in common
The stores with a future share a lot of the same critical characteristics for success. These have been identified by Dr. Leonard Berry, Director of the Center for Retail Studies at Texas A & M University, and in this presentation we look at how these companies market themselves better. They do it by capitalizing on their unique strengths and appeal to the customer, and then they do breakthrough advertising. Stores--or brands--that don't meet these criteria don't stand a chance no matter how good their advertising is.

Creating a marketing vision
What good is a map if you don't know where you're going? In this presentation, I look at the steps necessary in creating a vision for a retailer or consumer-goods company. Not only is it important to look ahead, but to also objectively assess the current situation and market position. In this presentation, we look at 3 case studies in three different industries on how following this process made the difference in a successful marketing program.

How to reach customers who don't read your ads
Location. Location. Location. Convenience may be important, but what if the competition is just as close to the customer. What does it take to create a preferred share of mind with the customer. An example of how to go beyond price and convenience to grow a business in the 90's.

Act like a store-think like a brand
Marketing a store is no different than marketing a packaged-goods product. You have to go beyond price promotions and create a loyalty among your target customers and a brand preference. It takes more than just advertising. It takes a comprehensive marketing plan and multifaceted program to keep your store on the top of the customer's mental shopping list.

Dare to be different but check with the customer first!
Creativity is important. However, you have to do your homework first. How to get to know the customer and then take risks with great creative advertising. A look at how several retailers break through the advertising clutter by researching the market first and then executing. A look at eight reasons not to be different and if you listen to the internal experts, your store will look just like the competition.

Market research-not just a numbers game
How several successful retailers use various types of research to get to know their customers better. It's more than statistics -- it's building an action plan based on what the customer tells you about your stores and the competition.

Winning thru adversity
How many companies used a strong marketing plan to overcome adversity in the business to achieve success. Despite market slumps, hostile takeover attempts, chapter 11, etc., a marketer can succeed with a great plan and a willingness to take risks.

Show me the money?
A look at how successful stores market themselves to the target customers who have money to spend while others become enamored with demographics and psychographics that represent customers who don't have neither the cash nor the credit to be a significant factor with sales.

Why do some stores keep their customers coming back while others struggle to survive? What's the secret?
Despite the events of the past few years, despite a sagging economy, despite a consumer jaded by all of the retail competition, some stores continue to perform successfully. These stores were strong a year ago because they had developed a relationship with their customers that is strong enough to keep them coming back regularly. At the same time, other stores have struggled and keep blaming the outside factors for their weaknesses. In this presentation, Ken Banks will take a look at what it takes to be successful today…from the marketing strategy to the service on the floor…and how the winners get their customers to keep on spending at their stores.

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