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TheBuzz Erika Engle |
Learn how to get
your customers to
think of you first
TOP-of-mind awareness is one of the goals of successful advertising and that's what the Hawaii Advertising Federation hopes to convey to those attending its 2004 Media Workshop on Oct. 15.
If a business is not on the tip of a customer's tongue, stories like this get reported nationwide: Once upon a time, K-Mart slashed its advertising budget. It later filed for bankruptcy and a top executive fell on his sword for the decision, which was largely blamed for K-Mart's loss of market share.
Organizers of the Hawaii federation's media day have designed the event for new advertisers and decision-makers in local businesses.
Hawaii advertising professionals will tout the benefits of print advertising; advance search engine and Internet marketing techniques; television and radio advertising; direct marketing and new media; and the meanings behind radio and television ratings and research.
Keynote speaker Cindy Gallop is chief marketing officer in the New York office of advertising agency Bartle Bogle Hegarty. Members of the Advertising Women of New York professional association named her woman of the year in 2003.
BBH handles Levi's, Rolling Stone Magazine and ING Direct, among others, and bills more than $350 million a year. Local businesses can "learn from the best in local advertising and then get a global view of big-brand advertising from Cindy Gallop," said Matt Heim, president of the Hawaii Advertising Federation.
The event will be at the Hawaii Prince Hotel. Admission prices range from $90 for non-HAF members and $75 for members for the whole event, which includes lunch, to $60 or $50 for just the workshops, or $40 or $30 for lunch only.
Reservations can be made by calling 532-0555 or visiting the Web at www.hafspot.com.
Buzz bits
The Hawaii Convention Center's new Web site at www.hawaiiconvention.com, announced Friday, was designed by Honolulu-based Digital Mediums LLC ... Unleaded gasoline at Costco in Iwilei is up to $2.129 a gallon ... Junior Achievement of Hawaii Inc. and the Rotary Club of Kona will operate a junior achievement satellite office in Kona to teach financial literacy to high schoolers.