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| Home » Events » Past Events » 2010 PODi AppForum » Direct Marketing Track |
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Direct Marketing Track
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| Direct Marketing Track |
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Track attendees will explore latest best practices and all aspects of creating, servicing and delivering relevant direct response programs and how they can improve communications with their customers.
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Business Owners, Presidents, VPs of Sales & Marketing or Business Development, Salespeople, Account Manager or Production Managers of print service providers. Enterprise marketeers as well as Direct Mail Production Managers from Enterprise companies will also benefit.
For more in depth information.
If you need the latest information in direct marketing trends and best practices check out these Pre-conference Intensives:
- Social Media 101
- Relevant Direct Marketing Best Practices
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Social Media and Print - the New Connection |
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Tues, 11:15 - 12:15 pm |
Social media is becoming the way that people communicate with their friends, family and the world in general. Marketers are finding that all these social networks provide new and exciting ways to communicate with customer communities and target like-minded prospects.
In this session, Jeffery Stewart explores how social media channels are providing new opportunities to directly influence customer behavior. He will explain how social media can be harnessed and integrated into “traditional” cross-media campaigns.
Paul Strack will share small-business success stories on Twittering to success. Learn how Twitter can be an effective tool to complement your marketing strategy. This session will provide case studies and anecdotal success stories of how incorporating Twitter brought about several “wins” for a small business in less than 4 months time.
Key Takeaways
- How to incorporate social media into your cross-media solutions
- How Twitter can be used effectively for small businesses
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| Leveraging Marketing Sciences - Increase Response and Conversion |
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Tues, 1:00 - 2:00 pm |
You've had a reasonably successful campaign that you've executed in the past, but how do you transfer that success into a completely new campaign? How do you do this again, and again, and again? You do this by leveraging marketing sciences and predictive modeling techniques which will ensure that all your marketing campaigns will be a smashing success! Al Kennickell of Kennickell Print and Global and Serge Grichmanoff of Kodak will share how they have used advanced data analytics to hone their lists and drive up response rates. They will review a case study that utilized geocoded data and predictive model framework and leveraged the content through print, email and web technologies.
Key Takeaways
- Learn data mining techniques that illustrate and report success across your campaigns
- Learn how to apply predictive modeling techniques to your customer files in an easy and seamless fashion to ensure your next campaign achieves its sales target
- Learn how to define your best marketing groups and refine your marketing lists so they are as targeted as possible
- Gain an understanding on how to leverage your marketing message across all communication channels in a simple and seamless way
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| Stimulating Your Business for Growth - How to Leverage Digital Technologies |
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Tues, 2:15 - 3:15 pm |
In this session Canon will present a lively interactive discussion geared around stimulating your business for growth by utilizing an injection of VDP technology with a dose of common sense reality.
With today's marketer's focusing on multi-channel communications one needs to create powerful campaigns. In this discussion you will hear Charles Lawson from PDQ Printing talk about direct marketing tactics and the steps you need to take to achieve a successful, creative and profitable campaign. Learn how Charles used unique VDP campaigns to increase voter awareness and voter turn out for the 2008 presidential election. John Hamm, a 38 year industry veteran and co-developer of Canon's Essential Business Builder program will present ways you can stimulate your business. John will share how VDP when integrated with digital print can help generate new revenue streams.
Key Takeaways
- Learn how to deliver a unique marketing solution that fits your customer's needs
- Listen to best practices from one of your peers as well as an industry expert on how to achieve profitable growth
- Hear first hand how you can benefit from integrating VDP into your business model
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| Stepping into the Shoes of the Marketing Executive |
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Wed, 9:45 - 10:45 am |
Are you interested in selling direct marketing solutions to financial institutions or non-profits? If so then this session is for you. Katie Gilstrap, Senior Vice President of Marketing for Virginia based First Market Bank, describes what she seeks in her roles as a marketing executive and as an active charitable board member for service provider partnerships. This is a great opportunity to hear first hand from a senior marketing executive about the marketing challenges she is facing and the profiles of companies she is willing to consider working with to meet those challenges.
Joining in the discussion will be Kate Dunn, President of the Digital Innovation Group (DIG). DIG has been a marketing service provider to First Market Bank for several years. Kate will provide the marketing services provider prospective.
Key Takeaways:
- Three keys to strong, sustainable agency/service provider relationships – insight, accuracy, timeliness
- How to drive value and profitability for both partners collaboratively
- Learn how to assess your relationship with your partner and understand their likelihood to recommend you
- Recognize the key objections of buyers and learn how to overcome them
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| A Different Kind of Conversation - Connecting with Generations X&Y |
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Wed, 11:15 - 12:15 pm |
Generation X are the biggest online spenders with 80% of them making internet purchases. There are 78 million members of Gen Y in the world, according to some estimates, and they make up about 25 percent of the US population. They spend $200 billion per year and are the most connected, interactive generation. How can you help your customer connect with these markets?
Walter Payne will share insights and statistics on Generation X and Y and tips on how to market to them. What influences these groups and how can you effectively communicate with them?
Kim Gross will share how her company has successfully integrated the use of social media to connect with Gen Y to grow fundraising revenue. Learn best practices for reaching out to this group and how to integrate digital print with other channels of connection.
Key Takeaways
- Understand the fundamental differences in the attitudes and beliefs of Gen X and Gen Y
- Learn communication techniques and technologies that draw the largest responses from Gen X and Gen Y
- How to incorporate the latest tactics into your solutions
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| Working Smarter Through the Relationship Lifecycle |
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Wed, 1:15 - 2:15 pm |
This session will provide you with strategies and tactics that take you beyond simply personalizing direct mail. Only by taking a more holistic approach to understanding the relationship lifecycle, what it entails and how to bring value to it, can you ensure your place in the next generation of the print on-demand marketplace.
Scott and Luke have over 30 years of combined experience in relationship lifecycle development and will step through real life examples of how to establish best practices around the customer lifecycle management approach.
Key Takeaways
- Understand how companies that adopt a disciplined approach to developing greater relevance are reaping the benefits
- Learn how to illustrate the key elements in a relationship lifecycle by depicting the various key “stepping stones” a person may go through as they interact with a brand.
- Know what the most effectives ways for organizations to drive key audiences closer to their next customer relationship lifecycle stage
- See what several successful contact maps look and feel like so you know how to expose audiences to a brand experience without inundating them with your message
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| Direct Marketing: Taking the Next Steps |
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In this interactive wrap-up session, Track Chair Debora Haskel and your peers in the Direct Marketing track will help you decide what to focus on as you implement the most important ideas from these sessions
* Note: Speakers & Session descriptions are subject to change |
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