CAI II Classes

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Embracing Your Brand and Developing Compelling Marketing

If you sell it, they will come – or not. Creating a coherent brand for your business and using your brand to devise marketing messages is essential for success. This class provides an overview of modern marketing. We will discuss branding and audience development, consumer drive, effective marketing and content, sales funnels, and measurement tools and techniques. Embracing your brand and developing compelling marketing will set you above the noise and bring you greater business opportunity.

Upon completing this class, you will be able to:
  1. Develop a strong brand and your brand voice
  2. Describe the consumer’s driving force to purchase
  3. Identify and determine effective marketing mediums
  4. Utilize powerful marketing and content for conversion
  5. Craft, deliver, test, and evaluate marketing messages
  6. Move consumers through your sales funnel process
  7. Identify tools and techniques to measure marketing success

About the instructors

John Schultz, AMM

John actively works in the auction industry, and loves the traditional auction method of marketing, but also recognizes the importance of adding technology to market auctions, and bring a worldwide audience to the auction ring. John is currently the Chief Marketing and Technology Officer for Grafe Auction, a Minnesota based commercial and industrial auction company.

John is a proud member of the National Auctioneers Association and the Minnesota State Auctioneers Association, and is active within both organizations including one of the lead instructors of the Auction Marketing Management designation for the NAA. Previous service to the NAA includes vice-chair of the Council on Future Practices, member of the Vision 2015 Task Force, member of the Technology Committee, member of the Futures Panel, member of the Audit Committee, a charter webinar instructor, charter NAA Ambassador to Minnesota, and multi-state and national conference seminar presenter.

John served as the Minnesota State Auctioneers Association 60th President in 2009. He was awarded the 2009 Golden Gavel Award for outstanding service to the auction industry. John has served on numerous committees throughout the years and currently serves as co-Conference and Show Coordinator, member of the Education Committee, chair of the Governance Oversight Committee, and member of the NAA-Minnesota Conference and Show Committee. He was also the Charter President of the Minnesota State Auctioneers Foundation.

Sara Rose Bytnar, CAI, AARE, AMM, BAS

Sara is a third-generation real estate and fundraising auctioneer, and she is proud to represent the National Auctioneers Association as the 2017 International Auctioneer Champion, Women’s Division. She has grown up with four female auctioneers in her family to guide, mentor, and challenge her to excel in every aspect of the auction profession. By being named the CAI Rose Award recipient in 2012 and competing at the state and national level, Sara has developed her own voice for which she is honored to represent an industry and association that stands for the highest level of professionalism.