Creative Now Track

How do you market to people who refuse to accept your marketing messages?  How do you leverage other people’s blogs and podcasts in your marketing efforts?  How can you start your own blogs, podcasts, viral videos and more to market directly to your target audience?  One thing is sure:  Traditional DM techniques no longer work in this new media world.  Find out how to alter your classic DM know-how to market successfully with new media. 

Ted Demopoulos
Author and Consultant
Ted Demopoulos has been guiding people in taking advantage of the Internet for since it began.  He specializes in new media and information security. He is also the author of What No One Ever Told You About Blogging and Podcasting, and coauthor of Blogging for Business.


“KILLER” CREATIVE OR “KILLER” RESULTS...CHOOSE ONE

If it ain’t broke, don’t fix it!  Don’t let what’s new, hot, sexy or “in” steer you away from what made you successful in the first place.  “Staying ahead” in a Lightspeed World doesn’t mean changing only for the sake of change or ignoring the basics.  Come here to find out what’s proven to work and what isn’t.  Discover how knowing your own marketing history and your competitors’ can bring you bigger results than a snazzy new mailing -- whether you’re doing consumer, BTB or nonprofit marketing.

Grant A. Johnson
President/Chief Executive Officer
Johnson Direct LLC
An industry veteran with more than 20 years of experience, Grant Johnson is the driving creative force and “Ambassador of Johnson Direct.”  He’s also a sought-after public speaker, marketing trainer, award-winning author and copywriting consultant.  He is also active in The DMA as a member of the Financial Services Council.

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The Next Big Thing Track

BUILDING COMMUNITY WITH CONTENT THAT PEOPLE FIND COMPELLING

Because people no longer want to interact with content just by “reading” and “clicking,” new media marketing tools like YouTube and My Space are proving to help advance real issues.  This session will show you how cutting-edge marketers leverage the power of new techniques to give people what they want and create innovative experiences that the audience can access and influence, while still including a take-away message that’s valuable to your organization.  An exciting panel of pioneers will share their priceless insights and advice.

Jason Alcorn
Account Manager, Mindshare Interactive Campaigns, LLC

Brian Reich
Director of Interactive Services, Cone Inc.

Jeff Berman
Sr. Vice President of Public Affairs, MySpace

Stephen Cassidy
Chief, Internet, Television, Radio and Image section, UNICEF

ETHNIC DIVERSITY: ARE YOUR MESSAGES IN SYNC WITH YOUR AUDIENCES

Direct marketers who are extremely savvy about utilizing database segmenting, CRM, data mining and modeling often miss the boat by failing to consider ethnic diversity.  They’re going to be missing sales and donations as well -- because the U.S. is becoming more ethnically diverse every day.  Tailoring your messaging to the Hispanic, African American, Asian, Native American and Caucasian groups is something you need to implement into your plans immediately.  You’ll find out how to do so by harnessing today’s print/mail production technology, and you’ll learn what writing and design considerations need to be included in the creative process.

David Hazeltine
Founder & Chief Executive Officer
Yellowfin Direct Marketing, Inc.
David Hazeltine’s background includes more than 20 years in advertising, printing and direct marketing.  He’s well known for constantly seeking new and innovative results-oriented strategies that lead to success for both nonprofit and for-profit organizations.

Eduardo Crespo
Chief Executive Officer
Hispanic Market Solutions
Eduardo Crespo was called “a pioneer in Hispanic Marketing” when he was featured on the cover of ADWEEK.  His background as a bilingual broadcaster, marketing strategist and strong advocate for recognizing the power of the Hispanic market has made him a popular speaker at major industry gatherings.

THE WEB 2.0 MEDIA REVOLUTION -- COPING WITH A WORLD WHERE MESSAGES DON’T MATTER

Increasingly, information consumers will only access the information they want when they want it -- and technology makes it possible for them to filter out whatever they don’t want.  Traditional advertising is becoming less and less effective as personal publishing, digital video, podcasting and social networks are transforming the media world  To succeed in this new world, you’d got to reinvent yourself as a content provider and bond with your customers in ways never imagined before.  This session will bring you up-to-speed on the new tactics and technology you need to bypass traditional media and engage your customers at a more intimate level -- for a lot less money.  Sort out the chaos and get the guidelines you need.

Paul Gillin
Principal
Paul Gillin Communications
Paul Gillin is a veteran technology journalist with more than 23 years of editorial leadership.  He’s founding editor-in-chief of TechTarget and author of The New Influencers.

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Business-to-Business Track

APPLYING ANALYTICS IN A BTB ENVIRONMENT

Most consumer organizations have long applied analytic techniques to better understand who their customers are and how to predict future purchase behavior.  Now this important set of “left brain” marketing techniques is taking hold in the business-to-business environment.  In this session, you’ll learn how leading BTB companies are applying analytics to strengthen their understanding of both channel partners and end users.  Then you’ll find out how to apply insights across the marketing, sales and service continuum.

Abdi Eshghi, Ph.D.
Professor of Marketing
Bentley College
The author of six books and numerous articles, Professor Eshghi has taught customer relationship management, strategic marketing and international marketing at the University of Illinois and Illinois State University prior to joining the Bentley staff.  He has also taught MBA/executive level courses all over Europe.

WHAT’S WORKING (AND WHAT’S NOT) TODAY FOR OVER 700 BTB SERVICE BUSINESSES?

Come to this session prepared to participate!  In a highly interactive format, you’ll learn the latest research from RainToday.com.  You’ll also see exactly what’s not working any more.  Over 700 BTB service businesses are amassing profits by combining mail, call and email -- find out how and why.  See how blogs and other media fit into your mix, which offers are likely to generate the highest response and where direct marketing fits in relation to other marketing tactics -- and walk away with a list of how to’s and best practices to apply immediately.

Mike Schultz
Principal/Publisher
Wellesley Hills Group/RainToday.com
Mike Schultz applies his extensive experience to helping Wellesley Hills Group in focusing on strategy for service and technology businesses by emphasizing branding, marketing, lead generation and sales performance.  And in his spare time, he serves as publisher of RainToday.com, the premier online source for insight, advice and tools for growing a service business.

BTB CHALLENGES:  15 THORNY DATA PROBLEMS

Here are newly discovered insights into how to overcome the challenges BTB marketers face -- directly from successful organizations that are changing the way data is used today.  This is where you’ll find out how to use data and customer intelligence more effectively in your workplace.

Bernice Grossman
President
DMRS Group Inc.
Bernice Grossman received the Silver Apple Award for lifetime achievement from the New York Direct Marketing Club.  She’s former DMA Business-to-Business Council Chair,  and director of a database consultancy that “architects” solutions and integrates all systems to deliver marketing databases. 

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The Customer Experience Track

HOW AUBUCHON HARDWARE AND COLLETTE VACATIONS SUCCEED DESPITE NEW-AGE ASSAULTS

Two leading “old-line” companies have found a way to be relevant and even more successful despite assaults by online competitors and evolving marketing models/channels.  A popular hardware retailer and major travel cataloger have both discovered the same thing -- multi-channel customer loyalty programs can provide continued growth in an increasingly competitive environment!  These two very different businesses will present case histories of their experiences along with the vendors who helped them to succeed where many others are still struggling.  You’ll quickly see how you too can benefit from using surveys and data mining, developing targeted e-newsletters, identifying attrition, creating successful win-back programs and offering customers more than one way to buy. 

For Collette Vacations:
Diane Gorine
Direct Marketing Manager, Collette Vacations

Andrew Hally
Vice President Segment Marketing, Unica Corporation

For Aubuchon Hardware:
William E. Aubuchon, III
Director, Aubuchon Hardware

Millie Park
Account Director, e-Dialog

CUSTOMER OPTIMIZATION -- IT’S THE NEXT GENERATION OF MARKETING

Customer optimization is the marriage of customer insight and business decision-making, a balance of profit and customer experience.  This workshop-style session will use case studies to help you understand the importance of developing and delivering a successful multi-channel customer experience.  You’ll learn the tools you need to begin the process-- including a strategic road map and a customer optimization scorecard.  And you’ll leave with an action plan to put right to work when you get back to the office.

Michele Fitzpatrick
Chief Marketing Officer, Data-based Marketing Solutions
Harte-Hanks
With 20 years of marketing experience, Michele Fitzpatrick is an expert in developing strategic plans for integrated, data-driven marketing programs for the pharmaceutical, automotive, high tech and entertainment industries as well as the financial, insurance and retail sectors.

Stan Lumb
Marketing Segment Manager
National Education Association Member Benefits Corporation
Starting as a copywriter for insurance companies, Stan Lumb has managed many association insurance plans.  For the past 15 years, he moved to NEA Association Member Benefits where he markets products through direct mail and telemarketing.

CUSTOMER EVANGELISM BUILDS A HUGE BUSINESS

Karmaloop’s sales have grown roughly 100% a year for the last three years -- primarily because of the savvy, highly innovative way in which they motivate their customers to help select product and then sell the product!  Learn all about the inventive methods Karmaloop has used to become an on-line powerhouse with over one million monthly visitors globally, an opt-in email list of 350,000, one bricks-and-mortar store and most recently, a global marketplace.  See how one of the secrets is Karmaloop’s constant contact with its almost fanatical customers who tell the company what brands to buy.  Another is the partnership relationship Karmaloop develops with its brands.  Get all the details from the source in this must-attend session.

Greg Selkoe
Chief Executive Officer
Karmaloop
Prior to co-founding Karmaloop in 1999, Greg Sellkoe was co-founder of the lifestyle magazine, Decontrol.  With a Masters degree in Public Policy and Urban Planning from Harvard, Sellkoe chooses not to be limited by convention. 

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Strategy and Execution Track

GREEN MOUNTAIN COFFEE TAKES PAID SEARCH TO THE NEXT LEVEL

Green Mountain Coffee is pioneering the path to making paid search engine marketing campaigns work in this Lightspeed world.  This case-history session will teach you how Green Mountain and its partner moved the bar on their already-successful paid search marketing program.  You’ll learn all the details, including how they developed the processes of testing ideas and determined how to define success by assigning specific metrics. 

Michael Briggs
Vice President - Technical Operations
@Web Site Publicity, Inc.
After Michael Briggs honed his technical skills in managing and marketing complex websites and databases, he joined @Web Site to guide their website strategy.

Ken Crites
Director, Consumer Direct
Green Mountain Coffee Roasters, Inc.
For the past four years, Ken Crites has overseen GMCR's Consumer Direct division, which has delivered a CAGR of 60% over that time period.  Before GMCR, Ken worked for Nestle, Quaker Oats and Andersen Consulting.  He has a BS and MBA from Northwestern University and absolutely loves his new life in Vermont.

HOW LIFETIME VALUE KEEPS YOU AHEAD IN A LIGHTSPEED WORLD

By using Lifetime Value, organizations have been able to increase retention by as much as 10%, leading to profit increases of up to 20%.  Once an interesting tool for the mathematically inclined, Lifetime Value is now the industry standard for guiding marketing strategy -- and you’ve got to know how to take advantage of it if you are going to continue to succeed.   This is the place to learn the specifics -- how to compute LTV (even if you’re not a mathematician), what to do with it and when to use it.

Arthur Hughes
Vice President/Solutions Architect
KnowledgeBase Marketing
Arthur Hughes has spent the last 20 years designing marketing databases for catalogers, telephone companies, banks, pharmaceuticals, hotels, automobiles and others.  He’s written three books including The Customer Loyalty Solution.

12 COSTLY BLUNDERS IN BUILDING DIRECT MARKETING WEBSITES

What’s dramatically boosting response on websites today?  How can you better integrate your direct mail and your website?  What mistakes are most marketers making?  You’ll get the answers to these questions as well as 9 essential online direct response copy rules for the web...the #1 website marketing mistake....the 12-point checklist for avoiding a costly blunder...what NEVER to do on your website...how to supercharge your website response rates.  Don’t miss this opportunity to make sure your website succeeds in a Lightspeed world.

Craig Huey
Publisher of Direct Response
President of Creative Direct Marketing Group, Inc.
President of InfoMat, Inc.
Craig Huey is recognized as one of the nation’s top direct response marketing experts and has made millionaires out of many publishers.  He has won more than 57 awards, and has taught direct marketing at private corporate conferences and The DMA conferences.