2015 Sessions

2016 cutting edge education is in the works. Check back soon!

 

What Marketers Should Know about Programmatic TV

All Access Pass required
Ben Zimmerman, Media Design Group; Cathy Hetzel, Rentrak; Christena Garduno, Koeppel Direct, Inc.; Mary-Blythe McGehee, Cox Media; Walt Horstman, AudienceXpress
October 6, 1:15PM-2:15PM
Topic: Data, Media and Attribution
Type: Masters Series
Location: Petrus 2

Programmatic TV is forecast to be a $10 billion industry in 2019. During this one-hour session, our media experts will shed new light on the programmatic TV ecosystem.  How are direct response marketers benefitting from new automation and advanced data in TV to improve the effectiveness of their campaigns? What are best practices with programmatic TV? The session will cover the landscape of this rapidly growing sector of the TV industry and what it means for the direct response industry.

Building a Better Model for Attribution

All Access Pass required
Calum Smeaton, TVSquared Inc; Sean Muller, iSpot.tv, Inc.
October 6, 3:45 PM-4:45 PM
Topic: Data, Media and Attribution
Type: Masters Series
Location: Petrus 2

Today’s marketers have to do their homework to engage customers. In an evolving digital landscape, how can marketers understand which strategies and marketing channels are the most influential with their audience and properly attribute credit to the source? This session will explore best practices for building a better model for attribution across all of your digital channels.

Discover Your True Omnichannel MER

All Access Pass required
Andrew Farrar, HandsOnConsulting, LLC; Jeffrey White, Media Analytics, Inc.; Ranjit Mulgaonkar, DNA Response Inc.; Tim Pearson, DIRECT HOLDINGS GLOBAL/Time Life; Tricia Ruddy, Diray TV
October 7, 10:45AM-11:45AM
Topic: Data, Media and Attribution
Type: Masters Series
Location: D2C Think Tank - Lafite Ballroom

As today's retail brands are built around the omnichannel consumer, comprehensive visibility into each retail channel is critical to gauge effectiveness of media spend, optimize ad spend, and forecast revenue. If product marketers don’t have the tools to account for all sales across online marketplaces, they have an incomplete media attribution model and can't know their true Media Efficiency Ratio (MER). Thus, Omni-channel marketers need to develop a syndicated data solution to integrate analytics from marketplaces into their media attribution model, in order to know their true MER.

Evaluating the Impact of Your Multichannel Strategy


Rick Child, Media Horizons, Inc.
October 7, 11:00AM-11:30AM
Topic: Data, Media and Attribution
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

Discover the latest testing methods and technologies for evaluating the impact of multichannel marketing on sales. Large and small retailers will find out how to: (1) Measure the impact of their offline and digital marketing efforts using testing techniques, marketing attribution and optimization platforms; (2) Implement these techniques and platforms in their campaigns; and (3) Apply the results to optimize future campaigns for success.

Mining Big Data to Deliver Bigger Results


Lucio Maramba, Dial800
October 7, 2:30PM-3:00PM
Topic: Data, Media and Attribution
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

Most direct marketing campaigns are launched with a firm assumption about who their target demographic is. However, some marketers fail to accurately validate that assumption, and may be missing opportunities that exist to reach the broadest possible audience through enhanced market segmentation. In this fast but information-packed session, the campaign for a national housewares brand will be used to illustrate how collaboration and incremental insights gleaned from big data can be used to maximize the profitability of a campaign.

What Is Amazon Up To? The Future of Big Data


Brad Brown, Intelivideo
October 8, 11:15AM-11:30AM
Topic: Data, Media and Attribution
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

Amazon recently released information indicating it has close to 6 million servers in 87 top-secret data centers in 28 regions around the world, and is adding enough capacity every year to support a $2.55 trillion online retailing operation. Why this race for data and bandwidth? What does the future look like and why does the cloud matter? Big Data is about to disruptively transform organizations, bringing the power that once was held by a small and select few, to all companies and all customers. During this session, we will reveal what Amazon has been doing quietly: Buying real estate in the U.S. and around the world to build top secret data centers with eye-watering amounts of data capacity.

Big Data's Secret Sauce

All Access Pass required
Eric Fischer, GoDaddy; Jessica Hawthorne-Castro, Hawthorne Direct; Marc Kravets, Murad, LLC; Rhonda Tate, RW Direct, Positec Tool Group
October 8, 1:15PM-2:15PM
Topic: Data, Media and Attribution
Type: Masters Series
Location: D2C Think Tank - Lafite Ballroom

The direct response industry’s decades of success using analytics and attribution are its best-kept secret. As the advertising landscape moves further ahead into the digital era and Big Data has become the ‘norm,’ the need for solid analytics and attribution are more important than ever before. Join Jessica Hawthorne-Castro, CEO, Hawthorne Direct, as she discusses how today’s marketers—when armed with campaign performance measurement and assessment data points—can better coordinate their natural and paid search tactics with their TV campaigns in a way that ultimately boosts conversion rates.

Direct Response 101 (Part 1) - Offline: Concept to Completion

All Access Pass required
Asieya Pine, Lockard & Wechsler; Jordan Pine, SciMark Corp.; Patrick Moulton, Moulton Logistics Management; Rick Petry, Rick Petry, Creative Writer LLC; Sean Fay, Envision Response Group
October 6, 8:30AM-9:30AM
Topic: Direct Response Strategies
Type: Masters Series
Location: Petrus 2

Join leading industry experts as they present the fundamentals of direct response marketing—from the front-end to the back-end. Attendees will gain insight into DRTV, DR radio, online, fulfillment and teleservices, and learn the critical role they each play in a direct response campaign. If you’re a newcomer to the DR marketplace, you won’t want to miss this very informative session!

Direct Response 101 (Part 2) - Online: Your Direct Response E-Commerce and Digital Strategy

All Access Pass required
Ava Seavey, Avalanche Creative Services; Dany Sfeir, Catapult1, LLC; Michael Rafter, Midwest Center; Victor Golio, Chief Media, LLC
October 6, 9:45AM-10:45AM
Topic: Direct Response Strategies
Type: Masters Series
Location: Petrus 2

You’ve mastered traditional direct response marketing, but do you have a strong DR e-commerce and digital strategy? During part 2 of this DR 101 session, you’ll hear from digital experts offering top-line media best practices, principles, and tactics in each respective channel—including SEM, SEO, display, social media, and mobile. You’ll learn where you should start in this multi-device, multichannel environment.

Case Study: How the Woof Washer Is Changing the Face of Direct Response

All Access Pass required
Alec Newcomb, Indri; Arline Kramer, Remarkable Products International Inc.; Dana Conklin, Concepts TV Productions; Harlin Ruben, Diray TV; Kristy Pinand, Concepts TV Productions; Phil Rarick, Marketing Maven
October 7, 9:30AM-10:30AM
Topic: Direct Response Strategies
Type: Masters Series
Location: D2C Think Tank - Lafite Ballroom

It’s history in the making with this MUST ATTEND case study of the Woof Washer 360!In less than two weeks, this two-minute spot garnered over 800,000 hits to the website, more than $200,000 in sales, and 100 million Facebook hits shared. Not only has the Woof Washer 360 been viewed in more than 200 countries, it’s also been featured in the Huffington Post, the Globe and Mail, and on national morning shows, including Good Morning America and the Today show. Come hear the ‘inside scoop’ behind the first TRUE social media blockbuster that has changed the landscape of Direct Response forever!

Don’t Forget the Basics When Developing a Multichannel Plan


Hank Cohen, WindStar Media, LLC
October 7, 9:45AM-10:00AM
Topic: Direct Response Strategies
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

Too often advertisers forget the basics they learned in DR Marketing 101 when it comes to the design and implementation of a multichannel marketing campaign. Who are your best customers and their look-a likes? What messaging should you use to strike a responsive chord within your prospect? How do these individuals consume media over a 24-hour period? Gain this knowledge and you can successfully move forward in this omnichannel world we live in. Superior analytics coupled with advances in ad delivery technology now allow us to deliver more relevant creative to individual consumer and behavior clusters in digital/mobile/radio/TV/direct mail. Marketers who are taking advantage of this strategy are seeing a 10-to-20 greater return.

Retail Synergy Between Broadcast and Digital Advertising


David Alpern, Media Partners Worldwide
October 7, 10:30AM-10:45AM
Topic: Direct Response Strategies
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

Broadcast and digital are media platforms designed to penetrate and drive the consumer to act. Each has the ability to capture a unique mindset with broadcast being able to dominate its 60 seconds of airtime, while digital is able to target effectively by interests, demographics, and behavior. Together these two mediums are mutually supportive but many retail media plans, especially among direct response advertisers, tend to overlook the opportunity to leverage these two mediums in a mutually dependent manner.

Forget What You Think You Know About Radio


Glenn Rosenberg, Power Media, Inc.
October 7, 11:30AM-11:45AM
Topic: Direct Response Strategies
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

This session will be conducted under the Radio & Audio Council. Most advertisers and marketers have a perception of radio that was formed 30 or more years ago. In today's radio world, rate cards are a thing of the past, and the days of just running “spots” are dead. As the saying goes, “Everything old is new again!” During this session, we'll touch on the newest options open to direct response advertisers, including: remnant/highly discounted radio on a national, as well as local basis; endorsement radio to create synergy between your brand and the host/station; integration between traditional radio, Web inclusion, and streaming; and more.

Dead Air Calls: What You Need to Know


Shannon Nelson, REVShare
October 8, 10:30 AM-10:45 AM
Topic: Direct Response Strategies
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

The more efficient any call center or customer service operation, the more effective the transaction and, ultimately, the more positive – and potentially lucrative – any one-to-one consumer experience. Now, more than ever, a silent threat is preying upon that efficiency and common good, the rising tide of “dead air” calls cascading into call centers, tying up valuable resources, frustrating often over-taxed personnel, and throwing sand into the most well-oiled gears of a myriad of diverse ventures. In this compelling 15-minute session, you’ll learn how the industry is working to eliminate this issue and what you can do to ensure your brand’s interaction with call and customer service centers are a positive representation.

Backend Bloopers IV


Ayal Latz, a2b Fulfillment, Inc.; Debbie Skerly, a2b Fulfillment, Inc.
October 8, 11:00 AM-11:15 AM
Topic: Direct Response Strategies
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

How many ways can there be bloopers? Oh yes, new ones are committed all the time. Our Bloopers I, II and III lightning sessions were smash hits. Back by critical acclaim, this informative and entertaining sequel to the sequel provides even more insight into the potential faux pas that you can prevent, instead of experiencing first hand. Backend functions can make or break your campaign.  Learn to avoid the pitfalls of the most common mistakes and oversights. Practical information delivered in a concise manner with to-the-point insight from the industries’ top backend partners. Join this fast-paced session where you will laugh, shake your head in wonder, and walk out with proven money-saving ideas.

Networking Breakfast & Bonus Session - Manatt Morning Blend

All Access Pass required
Brad Seiling, Manatt Phelps & Phillips LLP; Ivan Wasserman, Manatt Phelps & Phillips LLP; Katherine Winfree, Manatt Phelps & Phillips LLP; Linda Goldstein, Manatt Phelps & Phillips LLP; Marc Roth, Manatt Phelps & Phillips LLP
October 7, 8:00 AM-9:00 AM
Topic: Education Session
Type: Breakfast Session
Location: Mouton 1

Manatt, Phelps & Phillips is spilling the beans at breakfast. Join this eggcellent team of attorneys as they discuss what’s percolating in the minds of regulators and dish out ingredients for stay-healthy direct response goodness. Find out the latest developments and inside scoop on FTC trends and enforcement priorities. Negative option and ROSCA compliance. Compliance tips for defeating class action certification and an up close and personal view on how and why the Attorneys General are targeting the DR community.

Networking Breakfast & Bonus Session - Circle the Wagons: A 360-Degree View of Direct-to-Consumer Enforcement and Litigation Issues

All Access Pass required
Amy Mudge, Venable LLP; Ellen Berge, Venable LLP; Greg Sater, Venable LLP; Jeffrey Knowles, Venable LLP; Leonard Gordon, Venable LLP
October 8, 9:00 AM-10:00 AM
Topic: Education Session
Type: Breakfast Session
Location: Mouton 1

Regulatory enforcement and class action lawsuits have always been a fact of life for direct-to-consumers marketers, but there has never been quite as much action on as many fronts as there is today. In this session, a panel of veteran advertising lawyers from Venable LLP will discuss the latest trends in private litigation, as well as federal and state enforcement. They will also provide insights on avoiding common missteps that can haunt marketers and their service providers long after a product has left the market.

Convergence of Short-Form DRTV & Digital

All Access Pass required
Fern Lee, THOR Associates; Jeff Hilton, MobileHelp; Karen Hung, Silver ROCK Consulting LLC; Maya Simonian, Touchpoint Integrated Communications
October 6, 11:00AM-12:00PM
Topic: New Channels for New Revenue
Type: Masters Series
Location: Petrus 2

During this one-hour session, attendees will learn how to integrate the Brand arc by pushing the boundary of brand awareness, engagement, and transactions utilizing DRTV and digital in a holistic marketing and measurement approach. This session helps to define content creation needs and media placement, which push brand positioning and consumer engagement while still driving sales through actionable and tactical initiatives. Profit margins, ROAs, and revenue share can be measured by cross channel and devise tracking. As a result, key insights are identified to build bigger omnichannel media funnels.

Optimize for the World’s Largest Product Search Engine – Amazon.com


Nathan Grimm, DNA Response Inc.
October 7, 10:00AM-10:30AM
Topic: New Channels for New Revenue
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

Marketplaces like Amazon are now considered an essential conversion path for DRTV campaigns. Consumer search and purchasing is shifting away from Google towards Amazon. To take advantage of this trend, marketers need to optimize their products for Amazon search. Amazon search results represent valuable shelf space that brands must compete for visibility on, and brands that fail will lose market share to their competitors. Nathan Grimm will present actionable tactics that DRTV marketers should adopt to optimize their products for Amazon search.

The Layer Cake - Using Communications to Drive Sales


Beth Vendice, Mercury Media
October 7, 11:45AM-12:00PM
Topic: New Channels for New Revenue
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

The customers’ purchase decision is at the intersection of rationale and emotional thinking. Every piece of communication must reflect this. Using real-world case studies where layers of communication that are "great alone but best together," we will explore the solutions to the challenges of audience fragmentation, media cost inflation, falling engagement, and attention. This session will debunk some of the fear of the "doomsday preppers," and show how this is the best of times for companies and brands seeking to drive sales success. Attendees will walk away with best practices that focus on outcomes not inputs, as well as an understanding of how the layers of communication differ by category.

Can You See Your Audience Now? TV Advertising Trends Visualized


Dan Ackerman, AOL
October 7, 1:45 PM-2:00 PM
Topic: New Channels for New Revenue
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

It’s no secret that TV audiences continue to fragment. With programming catering to a huge diversity of interests and tastes, reach and frequency are no longer the only reason to buy a :30 spot. Increasingly, advertisers are looking to TV to target highly specific and more relevant audience segments, just as they already do with marketing channels in the digital realm. In this visualization-based presentation, Dan Ackerman, head of Programmatic TV at AOL Platforms, will reveal the findings of an extensive study the company recently completed on the TV trends most important to today’s advertisers – specifically those that open the door to more precise targeting. A must-see for any brand looking to get more bang for their TV buck, and for broadcasters, cable networks, and video distributors that want to better package their programming for advertisers.

Scale Your Digital Business Without Blowing Your Budget

All Access Pass required
Dany Sfeir, Catapult1, LLC; Grant Langston, eHarmony.com; Nick Fairbairn, Dollar Shave Club; Peter Koeppel, Koeppel Direct, Inc.
October 7, 2:30PM-3:30PM
Topic: New Channels for New Revenue
Type: Masters Series
Location: D2C Think Tank - Lafite Ballroom

Many digital marketers assume they can scale their business using digital marketing alone. However, many online category leaders such as eHarmony and Dollar Shave Club have discovered that television is a potent vehicle for creating awareness and driving online growth. Nonetheless, many digital marketers may believe that they cannot afford television, which remains, despite audience fragmentation, the most mass of mass media. During this one-hour session, our marketing experts will address the “digital bias” and, using leading independent research, show why television remains a crucial vehicle for growing your digital business.

The Evolution of Digital and Audio Media

All Access Pass required
Hope Smith, CBS Radio; Jill Albert, Direct Results; Kit Gray, PodcastOne; Laura Fernandez, Pandora; Sue Freund, Sirius XM
October 7, 3:45PM-4:45PM
Topic: New Channels for New Revenue
Type: Masters Series
Location: D2C Think Tank - Lafite Ballroom

During this one-hour session, our radio experts will explain how digital and audio media can deliver ROI and repeatable results. Attendees will walk away with a better understanding of how today's consumers are using audio and digital media. In addition, our experts will discuss reach, media differentiation, what medium to use for different demos, as well as key trends. What's more, they will share case studies of effective direct response campaigns.

Heavenly Marriage: Converging TV & Mobile-Video for Improving Your ROI


Greg Sarnow, Direct Response Academy
October 8, 10:45AM-11:00AM
Topic: New Channels for New Revenue
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

TV advertising and mobile video are ideal marketing partners. Introduce your product on TV. But wait, there’s more: now mobile video gives you more time to demonstrate and explain all the features and benefits of the product you introduced on TV. Find out how to build your online presence so that you get the biggest bang for your TV advertising dollars and discover: 1) How to prepare your production and whole campaign with mobile video in mind; 2) How to prepare your on-line presence to dominate your own traffic; and 3) How to combine video optimization with keyword strategy. Master your mobile-video and TV partnership so your brand can live online “happily ever after.”

Cutting TV CPOs Through Mobile Commerce

All Access Pass required
Jeff O'Connor, Digital Target Marketing
October 8, 11:30AM-12:15PM
Topic: New Channels for New Revenue
Type: Masters Series
Location: D2C Think Tank - Lafite Ballroom

Learn how to respond to consumers’ shifting preference to engage and order via smartphones through effective direct response mobile commerce. You can cut your CPO in half by capitalizing on the opportunity that anytime mobile commerce gives to a DR campaign. Attendees gain m-commerce best practices, tips, tricks, and FAQs that will help them further develop their marketing strategies.

Using Digital to Make the Cash Register Ring

All Access Pass required
Adam Meshekow, SITO Mobile; Filip Gahnstrom, Thane Direct; Po Yi, Venable LLP
October 8, 2:30PM-3:30PM
Topic: New Channels for New Revenue
Type: Masters Series
Location: D2C Think Tank - Lafite Ballroom

The only thing growing faster than the cost of a TV spot is consumers’ consumption of digital media, especially on mobile devices. Brand marketers have been quick to jump on the digital bandwagon, but direct response marketers have moved somewhat slower. This panel will examine the ins and outs of leveraging digital, from the prospective of a leading social media platform, the mastermind behind a leading toy retailer’s mobile site, a cutting-edge digital media attorney and a DR marketer who cracked the “digital code” to generate tremendous sales.

How to Use Direct Response to Win at Inbound Marketing

All Access Pass required
Sam Mallikarjunan, HubSpot Labs
October 6, 2:30PM-3:30PM
Topic: Understanding Today's Consumer
Type: Masters Series
Location: Petrus 2

Direct response campaigns have helped retailers grow sales for many years. At its core, the storytelling abilities of great direct response marketers are the same that have helped companies grow sales by building audiences with inbound marketing. Answer questions with great content targeted at specific types of consumers. In this session, our seasoned inbound marketing expert will cover how direct marketers can use their expertise in DRTV to help them create experiences for the Internet and social media that can grow their sales even further. Attendees will learn how to add value to their campaigns, position use cases, and develop buyer personas.

Keeping Pace With an Omnichannel Customer


Tod Yazdi, TAGG Logistics
October 7, 9:30AM-9:45AM
Topic: Understanding Today's Consumer
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

Today's growth of digital consumption has marketers faced with numerous options on how they want to reach the consumer. Marketers can no longer just focus on one type of marketing, but should switch their focus to how they can provide the consumer with a seamless experience, no matter what sales channel or device they use. For today’s omnichannel retailer or marketer, whether selling product through an e-commerce site or a traditional brick-and-mortar store, a fast and efficient supply chain is necessary. Knowing how to keep pace with the omnichannel consumer plays a competitive advantage in keeping your business relevant.Marketers can no longer just focus on one type of marketing, but should switch their focus to how they can provide the consumer with a seamless experience, no matter what sales channel or device they use. For today’s omnichannel retailer or marketer, whether selling product through an e-commerce site or a traditional brick-and-mortar store, a fast and efficient supply chain is necessary. Knowing how to keep pace with the omnichannel consumer plays a competitive advantage in keeping your business relevant.

The Never-ending Story: Creating an Engaging Brand


Rick Petry, Rick Petry, Creative Writer LLC
October 7, 10:45AM-11:00AM
Topic: Understanding Today's Consumer
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

A participative model has replaced the interruptive advertising paradigm of yesteryear, where today's prosumer plays an active, ongoing role in the story being told. Marketers must, therefore, build a brand foundation that encourages proactive and positive interaction. This session will explore ways that innovative marketers are inviting consumers to be an extension of their brand narrative, and how such connection can translate into increased sales.

Surprise & Delight: Best Practices for Wowing Customers


Steven Feinberg, SF Global Sourcing
October 7, 1:30PM-1:45PM
Topic: Understanding Today's Consumer
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

Today’s best-in-class digital marketers aren't just meeting consumer expectations—they're exceeding them. The reward for their excellence is unrivaled customer loyalty and lifetime value. This session will examine the latest marketing innovations of some of the most admired brands and companies of today including Amazon, Birchbox, and Warby Parker. Attendees can expect the following takeaways: 1) How a shift in thinking can reinvigorate stagnant business models in the digital age; 2) How to create a culture of continuous innovation; and 3) How smaller operators can ride the coattails of market leaders who are changing consumer habits and expectations.

Modern Marketing: Are You Meeting the Connected Customer’s Expectations?


Jeff Kirchick, Next Caller; Sam Espinosa, Next Caller
October 7, 2:00PM-2:30PM
Topic: Understanding Today's Consumer
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

Yesterday’s marketers are having issues engaging customers with brands, while today’s digitally connected customers are delivered a fragmented customer experience. Today’s marketers transform customer interactions into digital dialogues and are proactively creating conversations while building personal relationships to enhance and personalize messages and customer experiences. By doing this, they turn customers into brand advocates using online and social behavior, personas, and personalized profiles while leveraging actionable customer data. Our experts will address questions such as: 1) How to make a more cohesive customer experience?; and 2) What is big data and what do we need to be wary of when we approach big data with our customers?