September 17th, 2019


AMA West Michigan Members & Friends, It’s back to school time here in West Michigan, which means we’re getting ready to kick off our new season! After an incredible past season, we are thrilled to announce our 2019-20 season to you. If you’re connected to us on Facebook and other social channels, you know we’ve been busy this summer. We’ve been adding incredible podcasts sharing important information for marketers, including Customer Experience, Pace Layering, and our most recent episode on Data Privacy & Legal on the Marketers in Motion podcast, which you can listen to any time. What’s Next > This year, we’re bringing you “What’s Next” – this theme means we’re focused on providing leading information with emerging insights and practices when it comes to... Read More

April 2nd, 2019


Influencer marketing has been a hot topic for marketers the past several years, and because it is still a fairly new concept, it has left many scratching their heads. Because influencer marketing is different from traditional advertising, and there aren’t clear industry-wide guidelines or guaranteed results, it isn’t surprising that some marketers have been reluctant to begin using this tactic. Given that influencer marketing has been massively successful for many brands, both big and small, and that many in the industry are eager to learn more, we invited three successful influencers for a panel discussion to our February 5th  luncheon. Our panelists for this event, that gave attendees a unique perspective from the point of view of an influencer, were: Liz Della Croce, The... Read More

January 23rd, 2019


Written by Emily Potts The team at AMA West Michigan was thrilled to welcome Rob Koenen, Chief Marketing Officer at Boxed Water, to be the presenter at the January 8th luncheon. Boxed Water, which was founded ten years ago in Michigan, is the first brand to offer a sustainable alternative to plastic bottles. They have been very successful in creating a deeper connection with their customers, becoming a conduit between consumers and their growing desire to help the planet. This relationship has elevated Boxed Water to much more than just a water brand. Rob, who was there to discuss cause marketing, started out his presentation by saying that there is, in fact, no such thing as cause marketing. His opening statement garnered a... Read More

August 22nd, 2018


AMA West Michigan Members & Friends, Since April, our incredible board has been working hard planning a stellar season for our members as well as the greater West Michigan creative community, and we’re excited to share with you our goals for the 2018-19 season, or as we like to call it… THE YEAR OF EXPERIENCE. Our core focus this year is to create an unparalleled experience that empowers our members to be bold in their careers and achieve their professional goals, whatever those might be. Through our programming, thought leadership, and our strong network – we are dedicated to creating a place for West Michigan marketers to call home. This year, with experience at the forefront, we’re focused on providing you with the... Read More

March 19th, 2018

by Becky McKendry, Senior Editor, Public Sector Consultants

You eat, sleep, and breathe your brand; you can recite your elevator pitch backwards; and no one knows your customers like you do—not even your customers themselves. From defining personas to mapping journeys, you and your team have painstakingly crafted a strong strategy and the perfect content to inspire your audience to engage with your company. But guess what? You’re still not done. You need an editor. To some, editing may seem like a luxury or, at a minimum, a relic reserved for scholarly and literary applications. But in an increasingly digital world, speed and quantity don’t set your content apart anymore. Everyone’s got something to say, and they’re saying it quickly. In this race to produce more content faster, quality is falling... Read More

February 14th, 2018

by Meagan Williams, Stevens Advertising, Production Lead/Account Executive

Think about your favorite brand. What draws you to them? Why is that brand top of mind? One of my favorite companies is Campbell’s. Now, while one of the reasons I buy Campbell’s soups is for their delicious flavor, that isn’t why they’re one of my favorite brands. I love Campbell’s, and many other brands, because of the emotional connections I have with them. Campbell’s commercials intentionally tug at the heartstrings. They incorporate every sense in their commercials; delicious looking soup, warm steam coming off of the bowl, calm music, and an “mmm” at the taste of it. Campbell’s is a Lovemark brand; it’s irreplaceable, their packaging is an icon of art, and people are loyal beyond reason. Because of this, when I... Read More

December 4th, 2017


For far too long companies have focused on size. More profits. More subscribers. More customers. More leads in the funnel. Bigger, so the establishment believes, is better. I invite you to challenge that thinking for a moment. What if better were truly better? Charles Kuralt famously said, “Thanks to the Interstate Highway System, it is now possible to travel across the country from coast to coast without seeing anything.” He was right about Interstates, and if asked about business today, he might say, “Today, it is now possible to do business end-to-end without seeing or speaking to another human.” In many respects, technology has removed humanity from business and customer experience. I believe the most successful companies are those who embrace technology without losing humanity.... Read More

September 7th, 2017


Welcome back to another great year with the American Marketing Association of West Michigan. Over the summer, the AMAWM board got together, reflected on the previous year, and got to planning. Based on some surveys, general feedback, and conversations from members, it was clear what changes needed to be made and what our audience really wanted. This year, we have made it our mission to engage our audience in luncheons, workshops, networking events, and other resources that provide the education and take-aways they need to get their professional marketing efforts moving in the right direction. We want you to take what you learned and be able to apply it to real life marketing challenges. With that, AMAWM is proud to announce this year’s... Read More

August 7th, 2017


Whether you’re reading beachside, poolside or inside somewhere air-conditioned this summer, soon to be fall – here are a few book ideas from some of our own AMA of West Michigan Board Members.   Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, by Ann Handley Jason Dodge, Founder of BlackTruck Media + Marketing shares, “A little known secret at BlackTruck is that we have an expanding collection of business and marketing-related books on the shelf.” One of the books Jason recommends is Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content by Ann Handley. He likes her fresh approach to online written content. “Ann’s insight on content is straight and to the point,” says Jason. Reading Everybody Writes is a great... Read More

April 19th, 2017

by Dan Gibson

A recent post from our national AMA headquarters offered some statistics and explanation on content created by B2B marketers, and how often it isn’t being used by sales people in their organization, mainly because they don’t know it exists or even where to find it. The article cites various challenges with content and the audience it should reach, both internally and externally. Key Takeaways ​What? B-to-B marketers and sales teams often aren’t on the same page, as 52% of marketing managers say sales teams don’t know where to find content. So what? Wasted content is wasted money; 38% of marketers say they aren’t sure if the content is serving its purpose. Now what? A first step to closing this gap is for organizations to discreetly measure... Read More