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BE AHEAD OF THE CURVE. . . Join members of the direct community, who will share key insights while inspiring you to think strategically and anticipate your core needs for 2010. You will leave empowered to be forward thinking and innovative with your integrated marketing efforts. MONDAY, OCTOBER 19 CREATIVITY FOR THE REST OF US
Despite what you may think—you are a creative person—but it’s not your fault. You were born that way. This presentation shows you how to tap into the hidden creative capabilities that we all have, and use them in direct marketing. It examines how and why creative thinking is different, and why it has nothing to do with the ability to draw or write. It also shows you how to apply creative thinking to everything from media selection to choosing an offer. Alan Rosenspan provides dozens of great examples. Learning Points:
MONDAY, OCTOBER 19 POWERING DIRECT MARKETING WITH THE EMPATHY ENGINE®
In many organizations, marketing and the frontline (e.g., sales, customer service agents) are not integrated in a way that fosters the right flow of information. For direct marketing, this can result in gaps in market research, lost sales opportunities, and a customer experience that feels confusing or incomplete. Empathy can help shape a complete and fulfilling marketing-led customer experience by a) providing an appropriate flow of information and b) providing unity within an organization. We will discuss how becoming an Empathy Engine® will enable your company to institutionalize this approach to address customers’ needs. Learning Points:
TUESDAY, OCTOBER 20 CONVERGENCE MARKETING: COMBINING BRAND AND DIRECT FOR UNPRECEDENTED PROFITS
Convergence combines the best of Brand and Direct, unifying creative and financial, strategic and intuitive, to create a common ground, and a shared goal of building brand loyalty with each individual. It builds brand loyalty faster, with less budget and real-time accountability, in both acquisition and retention. It offers better processes and a set of practical business tools you can use right away to increase your success, including the Rosen Velocity Scale™. Learning Points:
TUESDAY, OCTOBER 20 OUTLOOK 2010 AND BEYOND: WHAT TO EXPECT IN DIRECT & DIGITAL MARKETING
Attendees will learn evolving trends and industry growth for the marketer, marketing services, and marketing technology segments from a veteran in the business. Highlights will include:
TUESDAY, OCTOBER 20 THE NEW MARKETING TRIO: CMO + CFO + STRATEGIC PLANNING Moderator:
Thought Leaders:
TUESDAY, OCTOBER 20 MEASURING SUCCESS: WEAVING ANALYTICS INTO THE FABRIC OF YOUR MARKETING PROGRAMS – BEFORE, DURING AND AFTER
It is more challenging than ever to turn shoppers into buyers. The fragmented media landscape, the increasing power of the consumer and the retailer, and the endless array of shopping channels are all obstacles to success. As the recession causes budgets to be slashed, marketers are held accountable for every dollar spent. Unless you have a keen understanding of what makes your shoppers tick and how they are behaving across retail channels, it is unlikely you will win where it matters most, in The Last Mile. Developing a winning last-mile strategy requires an insight-driven plan that will activate the right touch points to influence purchase behavior. Robust analytics will help you build integrated marketing campaigns that more effectively reach the shopper. Effective analytics must be objective, transparent, simple, and clear. Productive analytics develop insights that inform the strategic and creative process. By developing insights around the brand, shopper and channel, you can more effectively reach the shopper in the right place, at the right time, with the right activity. Through two case studies, one from a global financial services company, and the other from a global CPG company, attendees will:
TUESDAY, OCTOBER 20 APP MANIA: DIRECT TO THE CONSUMER Moderator:
Thought Leaders:
2 Additional thought leaders will be announced shortly. Join industry’s top minds, leaders, and gurus for an in-depth look and discussion on marketing’s latest frenzy: Mobile Applications. This channel is being touted as the “next big platform,” and as most marketers and analysts agree, it represents a direct connection to the consumer, a one-to-one advertising model that puts your logo in people’s pockets, right in their lives. The magnitude of the Smartphone market and associated buzz with Apple’s App Store has many marketers in the direct and interactive space considering whether they should deploy mobile applications. Before you proceed, our panel of thought leaders will delve into how we can optimize and monetize the offerings at our disposal, measuring the advantages of driving brand affinity and customer engagement while at the same time considering the potential revenue generated and costs associated with this initiative.
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