Elizabeth Marron Cooper, ’71, CEO and founder of the marketing and advertising agency, Princeton Insights, will speak at Chestnut Hill College’s Business Lecture Series, Nov. 4, at 4 p.m., in the East Parlor, St. Joseph Hall.
An alumna of the College, Cooper will deliver the lecture “Marketing at First Sight; Achieving Measurable Customer Intimacy to Ensure Long Term Relationships,” where she will share findings from her company’s research, called C-DNA, which is referred to as communications DNA at the individual level. Cooper will also discuss how the established marketing tools and approaches used by many people in the industry today are virtually ineffective without an understanding of who the desired targets’ motivational hot buttons and habitual behavioral patterns are.
Cooper said she has five key points she wants to stress to the audience:
- “That every minute of every hour of every day they are marketing. They are marketing themselves.
- That the key to success is understanding how to motivate your target audience immediately.
- That even if you motivate your audience, you must track their behavior consistently to ensure continued desired behavior.
- What the customer loyalty proposition is in today’s divergent marketplace, if customer loyalty even exists anymore.
- How intimate knowledge of the target audience is the only way to construct solid brand recognition.”
Cooper also hopes the attendees enjoy the lecture, learn new ways to interconnect in all their relationships, and gain exposure to different ways of marketing and branding.
Cooper was named the 1997 Direct Marketing Woman of the Year by Women in Direct Marketing International and is regarded as an “industry titan” in the direct marketing and advertising fields. She has held top-level positions at other advertising and marketing companies which include McCann Direct and Jacobs and Kenyon & Eckhardt. Some of her clients include AT&T, American Express, Merrill Lynch, Marriott, AARP, Sears, Squibb and Merck. In 2006, Cooper was awarded the Distinguished Achievement Award by the Chestnut Hill College Alumni Association for her contributions in the field of direct marketing and advertising.
The Business Lecture Series was developed to provide students with opportunities to meet, interact and learn from some of the nation’s best business professionals. The goals are to help students enrich their educational experience, provide forums for connecting theories and learning to real-world business practices, raise their awareness and understanding of today’s business issues, expose them to prominent professionals and gain new contacts for internships and job opportunities.
Contact Barbara Diemer, MBA, Ed.D., assistant professor of business and director of the Business Lecture Series, at diemerb@chc.edu or 215-248-7033 to register or for more information.
