Benefit-Driven Messages for Increasing Sales the Focus of AMA Houston's August 11 Seminar; Three Industry Experts to Present.

HOUSTON -- Corporate messages with customer benefits rather than features is a key differentiator of effective marketing communications. These benefit-driven statements distinguish a company in a market characterized by product commoditization. By letting customers know "what's in it for me," marketers can create effective presentations, proposals and messages that generate results and sales.

On August 11, the Energy SIG of the American Marketing Association (Houston Chapter) presents "How to Transform and Differentiate Your Message to Generate Results." Three industry experts will present methods for creating effective sales and marketing tools and how they have integrated differentiated messaging with outstanding results into their marketing strategy. They include:

--Dick Ghiselin, senior consultant, Qittitut Consulting. Dick has more than 35 years experience in oilfield operations, marketing, publishing and information services and has helped leading companies develop marketing communications campaigns, new business development, market research, brand repositioning, corporate identity and crisis communications. Dick is a registered petroleum engineer in Texas and Certified Business Communicator.

--Ken Davis, director, Corporate Training and Development. Ken has more than 15 years experience working in the business-to-business sector delivering professional services outcomes that improve the bottom line. He has trained and facilitated workshops in more than 27 countries for some of the world's leading companies. Prior to joining CTD, he established and ran the Australian operations of a global training consultancy and, recently, worked in the US on communication strategies with some of the world's largest companies.

--Bill Tipton, director of Sales and Marketing, FMC Technologies Measurement Solutions. Bill has more than 21 years experience working for companies including FMC, Flowserve and Sulzer and has held management positions in strategic marketing, product management and sales. He joined FMC Technologies in 2005 to develop, implement and direct a new integrated marketing function within the Measurement Solutions business unit. He brings a practical, results-oriented approach in addressing strategic and tactical marketing challenges and creating a positive connection with the customer. Bill graduated from Oregon State University in 1984 with a Bachelor of Science in Mechanical Engineering.

WHEN:       Friday, August 11, 2006

WHERE:      Courtyard on St. James Place
            1885 St. James Place
            Houston, TX 77056

SCHEDULE:   Registration, breakfast and networking: 7:30 a.m. -
              8:30 a.m.
            Panel discussion and Q&A: 8:30 - 11:00 a.m.

REGISTRATION: Reservations can be made online at www.amahouston.org.
Advance registration is $25 for AMA members, $45 for non-members and
$18 for students. Registration at the event is $35 for AMA members and
$55 for non-members. Walk-ins will not be assured of seating.

RSVP: Register online at www.regonline.com/103788. Simply click the
link, and follow the directions. If you get an error message, cut and
paste the link into your browser. Pre-payment will be accepted online.

Please RSVP by noon on Wednesday, August 9.

No-shows will be billed for this event. If you cannot attend after you register, please return to the online registration and cancel your registration. You may cancel up to the time we close our registration.

For questions and comments regarding this event, please contact Sherri Scott, Varel International, [e-mail], 972-512-0467 or Maggie Seeliger, KBR Energy and Chemicals, [e-mail], 713-410-8217.

AMA Houston would like to thank the following event sponsors:

                           Platinum Sponsor
                               PennWell

                             Gold Sponsor
                              Halliburton

                            Silver Sponsors
                         Barrett-Wehlmann LLC
                                Hexion
                     Friedrich Software Resources

The Houston chapter of the American Marketing Association has more than 800 members and is Houston's largest and oldest marketing professional services organization. For scheduled luncheons, meetings and membership information, please visit www.amahouston.org.