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About Mark AmtowerMark Amtower is the founding partner of Amtower & Company, a government marketing consultancy in Highland, Maryland. He is the author of Government Marketing Best Practices, published in January, 2005. His weekly e-newsletter, The Amtower Report, is widely read in both the direct marketing and Federal contracting communities. Mark is recognized as a leading authority on Federal marketing. He is interviewed by national business print media regularly and is a frequent guest on local radio talk shows across the country. In the process, he has become the most visible voice for business-to-government marketing in the country. The radio interviews include several 30 minute segments, including Chuck Harder ("For the People", June 2005), Yolanda Gaskins ("Love and Money", July, 2005), Brian Roberts ("Taking Care of Business with Brian Roberts", September, 2005), and Donna Seebo (October, 2005). He can be available on short notice for both long and short interviews. Suggested questions for interviews at the bottom of this page. Since 1985, when he founded Amtower & Company, Mark has been providing vital marketing information to companies selling to the Federal government - both novices and experienced marketers alike looking to create, maintain and grow marketshare. Each year he advises a carefully selected group of CEOs and other top managers at government contractors, manufacturers, and B-to-B catalog firms on matters concerning government marketing through individual retainers or his popular client group, the Government Marketing Group. His clients have included Apple, CDW, Dell, Loral, Microsoft, Northrop Grumman as well as many small companies. He is a frequent contributor to national business publications, having written more than eighty articles for Catalog Age, Catalog Success, DM News, Federal Computer Week, Government Executive, Government Technology Reseller, MC (Marketing Computers), Reseller Management, Target Marketing and others. He is frequently quoted in the Federal trade press and other national and regional business publications on matters relating to government marketing. Mark is a popular speaker at various industry events, including the Annual Catalog Conference, Axciom/Direct Media Business Coop, Business Mailer’s Group, Direct Marketing to Business (DMB), DM Days, Federal Channels, FOSE, Grant Thornton’s CEO Government Roundtable, HighTech Direct, MacWorld Summit, MeritDirect B-to-B Coop, TechExpo, and others. The premier Amtower & Company seminar, Government Marketing Best Practices, launched in March 2002, has been attended by more than 800 companies, and over 2,000 professionals. Government Marketing Best Practices tours the United States each year. The seminar has been presented in 25 U.S. cities. Amtower & Company also produces the annual B2G Catalog Summit, held in Chicago every November. More than 7,000 professionals have attended Mark’s presentations since his first public session in 1991. Mark currently sits on the Advisory Board for the American Consultants League, Diamond Minds LLC, and is the Chairman of the Board of Advisors for the American Small Business Council. He is widely known for his candor in his articles and presentations. Mark resides in Highland, Maryland with his wife and two children. He can be available on short notice. amtower@erols.com 301-924-0058 (o) 301-854-9187 (h) 240-882-9546 (cell) Government Marketing Best PracticesSummary: Government Marketing Best Practices is a compilation of years of studying what marketing tactics really work in business-to-government (B2G) marketing. Lesson one is understanding that different markets have different nuances that must be addressed in order to succeed. The book starts with an overview of the government market and what makes it different. From there, it goes immediately into specifics. The marketing tactics addressed include web tactics, customer relations, PR, event selection and marketing, direct marketing (snail mail and email), space advertising, and more. This book is not a college textbook. It is an often irreverent look at the government contracting universe filled with anecdotes from the front lines, facts, opinions and insights born of twenty-one plus years of advising large and small companies. The Appendices are filled with helpful information, Amtower’s popular Off-White Papers, filled with the foibles of market stumblers, and a useful glossary of government contracting terms. Contents: Quotes from Industry Leaders “Buy this book. Borrow this book. Steal this book. Do whatever it is that you have to do to get it. It's THE ultimate how-to for anyone (and everyone!) who wants to sell to the government market. Chock full of proven tips and practical advice, the book is written by the #1 most respected authority in government marketing and the only guy who actually knows how to do it. There's step-by-step tactical information on space ads, direct marketing, PR, trade shows, the web and more. It's the best $24.95 investment you'll make all year. Period." “Mark Amtower is the Dean of Government Marketing! He must find it incredibly frustrating to watch many of us make mistakes as we slowly learn what he already knows. When Mark Amtower speaks, I listen very carefully!” "Mark Amtower is without a doubt the leading authority on B2G marketing. This book is the essence of what he has been talking about for 20 years." "Buy this book . . . Do everything Mark Amtower says . . . Go to the bank! If you are selling to the government--or want to--this is the Bible of government marketing and you need it! Nobody knows more about successful marketing to the government market than Mark Amtower." "My experience with Mark Amtower has been very enlightening, to say the least. It's kind of like fishing in the Florida Everglades - you might catch a fish on your own, but you can also get eaten by an alligator - you're better off with an experienced guide. I've heard Mark speak on at least 15 separate occasions and I learn something new each time. He tells it to you like it is - a rare trait in Washington - "not that he has an opinion." I want every one of my clients to read this book!" "Nobody gets down in the trenches of Federal marketing like Mark Amtower and his new book, Government Marketing Best Practice. It is full of great ideas, well proven tactics and the basic fundamentals of Federal marketing, necessary to successfully drive your government sales. His comprehensive, direct and sometimes off-beat view of what it takes to be successful in the Federal space, is backed up by decades of being on the front lines. "Mark Amtower practically invented the B2G market for catalogers. Government Marketing Best Practices reveals the secrets of the trade that have helped his clients build significant government business." Mark Amtower Talking PointsBy any measure, the U.S. Federal government is Fortune One. It is by far the largest spending entity in the history of the world. Every year, thousands of companies enter the government market. These companies fall into three basic groups. The first group can be described as the “Boy Scouts,” already prepared (at least partially), those who have done enough homework to realize that this is a market that takes time understand and development a beachhead (marketshare). The second are those who are patient, but did not prepare in advance. These are the “Deer In The Headlights” companies, amazed by the size of the beast in front of them but too awed and scared to move, so they are staying put for a while. If they bother to learn, they will have a chance. The third group in the Voluntarily Ignorant, those who assume that by merely announcing their presence in the market that business will occur. Their apparent arrogance leads to the inevitable result: they leaving quickly, screaming as they run away. Unfortunately the third group is by far the largest. Suggested Interview Questions
Contact Mark Amtower @ 301-924-0058 or amtower@erols.com
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