| Tuesday | Wednesday |
TUESDAY, FEBRUARY 28, 2012
All sessions will take place in the Learning Lounge located in the Glimmer Ballroom.
PANEL DISCUSSIONS
These are one-hour sessions that give attendees a front-row seat to the action, as industry thought leaders exchange ideas, offer insight and provide valuable takeaways on some of direct response marketing’s hottest topics.
10 Profound Marketing Secrets That Produce Big Profits
9:30 a.m. – 10:30 a.m.
Moderator: Scott Richards, Dial800
Speakers: Steven Feinberg, SF Global Sourcing; Jeff Campbell, SENSA Products LLC; Rick Petry, Rick Petry, Creative Writer, LLC
What's the secret to success? It isn't one thing – there are many incremental secrets that leading marketers use to gain an edge you may not know about! For example, do you know how to get consumers to use your product right away and reduce returns? Do you know the secret to conducting consumer research for pennies that will help you perfect your offer? Or the easy way to get more responses? Join Dial800 CEO Scott Richards and a distinguished panel as they reveal 10 of the most profound hidden secrets you can use to accelerate your results!
Which Came First – Retail or DRTV in Seeking the Golden Egg?
11:00 a.m. – 12:00 p.m.
Moderator: Tim Hawthorne, Hawthorne Direct
Speakers: Patrick Baynes, Gaiam, Inc.; Art Jacobsen, CarMD.com Corp.; Betty Jamieson-Dunne, ITW SpaceBag
CarMD is a leading marketer that has existed outside of retail since the company began, while ITW Space Bag has benefited from both the DR and retail outlets. Gaiam boasts the GT Xpress, Tae Bo, Kettlenetics, The Firm & Winsor Pilates … all became well known via DRTV with offerings at retail – plus Gaiam offers much more at retail and online that has never been advertised via DRTV. Hear from these major players as we compare and contrast the direct marketer mold from the start to retail outlet modeling to the integration of DRTV. Is the DRTV medium best for simply driving retail and lead generation, or can product still be sold directly and pure profit generated for a major brand? What do the brands know that newbies should? What can emerging brands expect? Where is the DRTV industry evolving to next?
LIGHTNING SESSIONS
Once again, ERA provides attendees with education in quick and concise 15-minute increments right on the show floor. Presentations will cover a variety of direct-to-consumer marketing topics, offering audience members valuable best practices.
Apparel – The HOT Category for DRTV
1:30 p.m. – 1:45 p.m.
Speaker: Collette Liantonio, Concepts TV
Whether you are looking to keep warm in your ‘Forever Lazy,’ flatten that tummy with ‘Slim Tanx’ or get comfy in your ‘Pajama Jeans’ … we have the perfect product for you. In an industry that is known for its ‘gizmos and gadgets,’ apparel has taken Direct Response by storm! Learn more about these products and how you can market the next ‘must have.’
Positive Reputation = Revenue: Increasing Your Online Market Share
1:45 p.m. – 2:00 p.m.
Speaker: Lindsey Carnett, Marketing Maven Public Relations Inc.
This online reputation management session will teach DRTV marketers and service providers how to navigate their online market share. Learn how to positively affect organic Google SEO rankings! We’ll highlight online review sites that can negatively impact online sales and explain how to dominate page one. We’ll explain how to develop and use SEO press releases and how to use social media (blogs, Facebook, Twitter, LinkedIn, etc.) as a function of Customer Service for DRTV campaigns: provide immediate response to customers, publicly assist them, decrease negative product reviews, and how to engage consumers to drive product sales.
For the Hispanic Vote, the Campaign is on!
2:00 p.m. – 2:15 p.m.
Speaker: Marcelino Miyares, Mercury en español
Momentum, power and access to key markets are all at stake in the 2012 election, and the U.S. Hispanic community is shaping up to be a key player in determining the results, from national offices to key local races. A national election can come down to one state’s electoral votes. A state election can come down to one county, and the power shift in Congress can come down to just a handful of congressional districts. Any one of these scenarios can be affected by Hispanics in several swing and highly contested states. Ignore the Hispanic electorate in 2012 at your peril!
Deal of the Day Sites: A Game Changer
2:15 p.m. – 2:30 p.m.
Speaker: Glenn Kopelson, Comstock Media Group
Deal of the day sites like Groupon are rapidly changing the marketing landscape. This growing industry has nearly $1 billion in revenues and consists of more than 400 companies in 180 cities. Marketers are taking notice because traditional marketing methods, like television and print, cannot offer a targeted audience with a proven ROI like deal sites. This session will teach direct marketers how to immediately capitalize on this new segment by educating them about industry players, success stories, roadblocks and the economics of the deal. It will also discuss how deal sites are becoming a threat to traditional marketing methods.
WEDNESDAY, FEBRUARY 29, 2012
All sessions will take place in the Learning Lounge located in the Glimmer Ballroom.
The Real Men and Women of Madison Avenue
9:30 a.m. – 10:30 a.m.
Speaker: Mal Karlin, Karlin+Pimsler; Kathy Fable, Quinn Fable Advertising; Mark A. Weninger, Merkle
You have heard about the Real Housewives. And Mad Men. Now hear the Real Men and Women of Madison Avenue who bring you the wisdom of the street! Mal Karlin and a panel of experts from leading creative ad agencies will outline the three things that you must do to create a memorable, lasting, results-driven brand campaign. Creative directors and chief marketing officers are increasingly making things simple—and getting great results. And this unique and innovative session will make sure you get those same results, too!
The Road to Retail – A Superhighway with Many Exits!
11:00 a.m. – 12:00 p.m.
Moderator: Fern Lee, THOR Associates
Speakers:Todd Davies, As Seen on TV.com; Dawn Dumont-Perdew, The Dumont Project; Steve Heroux, Hampton Direct; Bala Iyer, TeleBrands
What does it take to create “branding” that educates the 2012 consumer? Using DR to drive retail, consumer purchase is reliant on the integration of offline and online marketing. A “must win” strategy is to push the retail shelf sell-thru by consistent marketing/messaging that is only achieved through testing of various DR platforms. Attendees will learn which path leads to increasing ROI and the shortest route to success.
LIGHTNING SESSIONS
Multichannel Marketing Advantage
1:30 p.m. – 1:45 p.m.
Speaker: Matthew Capala, Mixed Digital
Learn how to leverage all marketing channels from digital to direct mail to DR TV so that you maximize sales at the lowest possible cost. The session will give best practices on how to integrate all tactics, including: search engine marketing, social media, mobile, tablet, email, TV advertising and others. Learn strategies from companies who have mastered the multichannel approach to marketing effectiveness.
Create Meaningful Consumer Connections by Integrating Mobile with DR
1:45 p.m. – 2:00 p.m.
Speaker: Carrie Chitsey, 3Seventy
Integrating mobile with direct response is a critical component to reach the new consumer. As of 2011, 44% of Americans have opted in to SMS campaigns, and this number continues to grow rapidly. This session will review trends in mobile, explain how to build and implement an effective mobile and direct response strategy to build meaningful customer connections, and increase ROI and customer loyalty. Leading the session is Carrie Chitsey, CEO and Founder of 3Seventy and Blinx, a mobile and social thought leader at the forefront of the mobile industry and a regular speaker on mobile thought leadership and innovation.
How a Virtual Store Leads to More Sales
2:00 p.m.-2:15 p.m.
Speaker: Hope Fulgham, E+M Advertising
Don’t Run Your DR Campaign by the Seat of Your Pants: Have a Plan!
2:15 p.m. – 2:30 p.m.
Speaker: Mark Stenberg, EAKC Investments, Inc.