Track 5: Commercial Direct Response
Acquire, Grow and Optimize. Sound familiar? These are universal goals for most direct response programs. Whether you are marketing automobiles, subscriptions, pet supplies or member benefits; your marketing messages are working hard to acquire, grow and optimize. In today's rapidly changing marketplace, competition has intensified and direct marketers find themselves needing to deliver more (results, revenue...) with less (time, resources...). If you are looking for new ways to acquire, grow and optimize, the sessions in this track may appeal to you—both commercial marketers and fund-raisers alike. Learn how to leverage industry best practices and use tools, tactics and integrated marketing program strategies to optimize your relationships and to ultimately find new paths to success. - All Sessions Eligible for CFRE Points
THURSDAY (MONROE WEST ROOM)
Breakout 1: 10:30am – 12:00pm
High Class Marketing on a Shoe String Budget
Description: You have GREAT ideas... the world is full of potential customers... So how do these fabulous ideas reach your "ideal customers"? Effective marketing is essential in building a successful organization or business. Special events are the perfect time to implement creative, inexpensive marketing strategies to grow your organization. Whether you have an extensive marketing plan already or are just conceiving a business idea, this presentation will help you make the most of your marketing efforts! Bring your questions; Robyn Sachs is a marketing guru who will share her own lessons learned from 20 years in business. As always, the session will also include a best practices discussion and networking opportunities.
Speaker: Robyn M. Sachs, President and CEO, RMR & Associates
Breakout 2: 1:30pm – 3:00pm
Best Practices - Putting Customer Segmentation to Work
Description:
PetSmart is the largest specialty retailer of services and solutions for the lifetime needs of pets. The company operates more than 1000 pet stores in the US and Canada and has grown to include in-store PetsHotels and is a leading online provider of pet supplies and pet care information.
Critical to their success in taking a leadership role in the petcare market, PetSmart adopted a customer-centric business strategy which integrated information across the enterprise. This session will discuss best practices for customer segmentation, including how to marry the behavioral and attitudinal approaches of customers. Attendees will learn how to use both to better understand their customers AND drive sales. In addition, insights will be provided relative to what leadership roles marketing teams should play in making segmentation a part of your company's culture.
Speaker: Danielle Leveille, Marketing Manager, CRM Programs, PetSmart
Breakout 3: 4:00pm – 5:50pm
Multi-channel and Mobile Marketing Trends
Description: This course will be a visual journey through research and real-world examples of National Geographic's and other's catalogs, email efforts and mobile marketing campaigns. Plus a look at the consumer trends that influence what companies offer and how companies market their goods and services. Fast paced and sure to make you think.
Speaker: Karin Rice Gardiner, Director of Creative Services, National Geographic
FRIDAY (CHEVY CHASE ROOM)
Breakout 4: 9:00am – 10:30am
Automated Direct Marketing: A Case Study in MultiChannel Marketing
Description: Automated Direct Marketing is an automated marketing program used by Gannett newspapers to manage direct mail and email sales and marketing programs to consumers and businesses. This case study will cover how it came to be, what it delivers and how its grown. Related topics that may have brief mention: CRM, retention marketing, variable data print (VDP), CAN-SPAM compliance, loyalty marketing.
Speakers: Wendy Hurwitz, Senior Director/Database Marketing, Gannett Co., Inc.; Tim Norris, Marketing Automation Specialist, Gannett Co., Inc.
Breakout 5: 1:30pm – 3:00pm
Driving Customer Centricity in Your Organization
Description: This session is designed to discuss how certain successful automotive companies are using targeted media and a strategy of "customer centricity" to: 1) Compile and centralize disparate customer data from their national distributed dealer network; 2) Obtain a complete and useful view of their customers and customer opportunity; 3) Leverage insight to capitalize on opportunities to grow customer value and loyalty over time; 4) Be more efficient in communicating with customers with one voice; 5) Manage their customers' preferences - across channels and within their brand; 6) Implement marketing processes that enable them to reach their sales and revenue objectives sooner; 7) Improve their return on investments in marketing.
Speaker: Jeannine Falcone, Managing Director, Harte-Hanks, Inc.
Breakout 6: 3:30pm – 4:45pm
Member Optimization: The Next Generation of Marketing
Description: Member and donor optimization is the marriage of customer insight and business decision-making driving shared value between brands and customers – where profit (and fund raising) and customer experiences are balanced. In this workshop we first, define customer optimization and why it matters referencing case studies of companies started down the path toward optimization. Second, we share tools attendees can use to begin the process — among them a "strategic road-map," and a “member/donor optimization scorecard.” Finally, we conduct a hands-on workshop to help attendees develop an action plan for their individual organizations. The audience will define, prioritize and apply variables and metrics that deliver member/donor optimization.
Speakers: Steve Levy, Member Benefits, National Education Association (NEA); Darcy Bevelacqua, CEO, db consulting
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