Education Sessions


Tuesday Wednesday Thursday

Tuesday, September 11, 2012
All Access Pass is required to attend these sessions. (Note: Speakers are subject to change.)

Special Session: Direct Response 101
08:30 AM — 10:00 AM
Moderator: Marcia Waldorf, Waldorf Crawford.  Speakers: Hal Altman, Motivational Fulfillment & Logistics Services; Ed Crain, Kingstar; Marty Fahncke, FawnKey and Associates; Natalie Hale, Media Partners Worldwide; Doug Kline, West Direct, LLC; Ty Morse, Songwhale, LLC 
 
Join seasoned industry experts as they provide a comprehensive introduction to the intricacies of direct response marketing – from the front-end to the back-end. During this 90-minute session, attendees will gain insight into DRTV, DR radio, mobile, online, fulfillment and teleservices, and learn the critical role they each play in a direct response campaign.


Beauty and the DRTV Beast
10:00 AM — 11:00 AM
Moderator: Gene Silverman, Hawthorne Direct. Speakers: Steven Aquavia, Bosley; Jeff Campbell, Intelligent Beauty, LLC; Carey Grange, TEMPTU; Marina J. Randolph, Murad; Elliott Segal, Guthy-Renker
 
The business of DRTV can be pretty ugly – even in the beauty category. Join us for an engaging session, where leading experts will reveal the DRTV formulas and secrets behind the success of Murad, Bosley, Guthy-Renker, TEMPTU and Intelligent Beauty! Panelists will discuss lead times for manufacturing, the complexity of continuity and customizations to maximize LTV. Just how are the major players handling the emerging ingredient technologies and points of differentiation in the sea of cosmetic products? Does cross-channel truly focus on pushing retail vs. co-existing with it?


Champagne Tastes, Beer Budget? Secrets to Cutting Costs without Cutting Corners
10:00 AM — 11:00 AM
Moderator: Karla Crawford Kerr, Hawthorne Direct 
Speakers: Stacy Durand, Media Design Group; Kim Fairfield-Frieders, Ignite Media; Collette Liantonio, Concepts TV
 
In these recessionary times, everyone is looking for ways to save money, especially advertisers! If you are looking to market your product through the avenue of DRTV without breaking the bank, come hear all the tips and tricks from some of the industry’s most experienced professionals on how to move forward in an affordable way without breaking the bank. Whether you are talking to a producer, a media buyer, a telemarketing or web expert, there are ways to cut expenses during the direct response process without cutting any corners.

Driving Change in Electronic Retailing: Enforcement, Self-Regulation and Legislation
10:30 AM — 11:30 AM
Moderator: Julie Coons, ERA
Speakers: Jeffrey Knowles, Venable, LLP; Daniel Kaufman, Federal Trade Commission, Bureau of Consumer Protection; C. Lee Peeler, Council of Better Business Bureau (CBBB)
 
Government enforcement, new legislation and self-regulatory decisions shape marketers’ business models more than any other factor except the consumer’s decision to make a purchase. This panel, moderated by ERA CEO Julie Coons, brings together leaders from the Federal Trade Commission, the Council of Better Business Bureaus’ self-regulatory programs, and a leading Washington, D.C., law firm to discuss recent trends in these areas. The panel will also engage in dialog with the audience about how the FTC’s enforcement agenda, new and pending legislation, and the evolution of self-regulation will affect the electronic retailing industry throughout the coming year and beyond.


Customer Service: Key Ingredients of Lifetime Value ROI
11:15 AM — 12:15 PM
Moderator: Fern Lee, THOR Associates
Speakers: Ed Glynn, Manatt Phelps & Phillips, LLP; Jason Levesque, Argo Marketing Group; Dan Williams, The DuMont Project
 
Looking to improve your ROI? How do you drive your operational decision-making? Customer service should be your first consideration for retention, lifetime value and save-n-cancel. With CS, you have a greater chance of increasing continuity success. Moreover, it only takes one complaint to the Attorney General about an offer, a product or a bad experience and your business is reported for fraud, which can cost millions of dollars. Attendees will learn best practices, as well as obtain great legal insight. In addition, the panel will discuss emerging touch points of customer service ROI.

Video Assets: Pots of Gold
11:15 AM — 11:45 PM
Speaker: Bruce Somers, Sincbox Media, Inc.
 
If a marketer takes the time and energy to place a camera on top of a tripod (let alone on a dolly or a crane), why not use another camera to create a “behind-the-scenes” for Facebook, a third camera to capture testimonials for YouTube, another camera to snap photos of stakeholders (for Twitter) or brand loyalists (for Pinterest), then add a time lapse for Tumblr … the list can be endless and certainly overwhelming. But the bottom line is … you need content! In this lightning session, learn how to create a year’s worth of content in one day.


The New Wave of Direct Response Marketing
11:45 AM — 12:15 PM
Speakers: Brent Hazel, LifeLock, Inc.; Dorean Kass, TARGUSinfo
 
In this data-driven world direct response marketers can no longer ignore the value of analytics and segmentation. Right now, your knowledge of customers and prospects falls short of any true understanding of who they are. Consequently, how you’re engaging with them and much of what you’re doing to market to them falls short as well. LifeLock and TARGUSinfo present concrete, market-proven examples of how analytics and segmentation help you learn more about consumers so you can adjust your marketing campaigns on the fly instead of after the fact. Ultimately, you can maximize marketing dollars and increase conversions through optimized media buys, prioritization of inbound phone calls and higher lifetime value and retention rates.

The Mobile Roadmap to Drive DR Sales
11:45 AM — 12:45 PM
Moderator: Lindsey Carnett, Marketing Maven Public Relations, Inc.
Speakers: Carrie Chitsey, 3Seventy; Joe Custer, Young America; Linda Goldstein, Manatt Phelps & Phllips, LLP
 
Are you interested in using the latest mobile technologies, including QR codes, SMS, apps and consumer-driven sweepstakes, contest and loyalty programs, to increase sales and build a mobile database? Learn from real case studies how the new tools of this emerging “third screen” can be successfully integrated into your DR campaigns for measureable results and how to navigate the legal pitfalls that have already led the FTC to come knocking on the door.

Riding the Social Media Roller Coaster
01:30 PM — 02:30 PM
Moderator: Greg Sater, Venable, LLP
Speakers: Corrie Murphy, Guthy-Renker; Johann Verheem, JH Direct, LLC; Glenn Whiting, AGAIN Interactive
 
Social media presents direct marketers with tremendous opportunities to amplify their message and drive brand intimacy. However, along with social media's rewards come potential legal risks, as well as risks to a company's reputation. Learn from the firsthand experiences of two leading marketers, Guthy-Renker and Shake Weight, one of the nation's leading social media agencies, and a top direct response attorney. This session provides practical advice on positioning your brand to "go viral" and on maintaining control of its identity it makes the jump from direct response product to cultural phenomenon.

50 Shades of Grey: Advertising Isn’t Black & White
01:45 PM — 02:45 PM
Moderator: Blaine Rominger, ION Media Networks
Speakers: Babak Azad, Beachbody, LLC; Marilyn Davis, Cmedia/R2C Group; Dave Scudder, American Telecast Products
 
As this steamy bestseller proves, our world is quickly changing. Bucking tradition, E.L. James turned the antiquated publishing industry upside-down and became a best-selling author with an e-book from an obscure international publishing house. Today, the consumer controls his media and the marketer is no longer in control of the message. What used to be right or wrong – black or white – is no longer the case. Our panel will discuss six different perspectives on the changing media landscape: from agencies, from marketers, from media – we’ll look forward and discuss the future of our industry.

New Rules, New Technology for a New Generation
01:45 PM — 02:45 PM
Moderator: Ben Mendelson, Interactive Television Alliance / Cre8tive Partners
Speaker: Lisa Farris, Get*This Corp.; Scott Holmes, United Future; Berj Kazanjian, MTV Ad Sales
 
The Millennial Generation (born after 1980) will become the driving economic force throughout the next 10 years, and they operate under different rules from the rest of us. They are notoriously impervious to traditional marketing, and they don’t watch TV. A perfect storm for the DRTV industry. To survive in that new world, you need to understand how they interact with media; how they make purchasing decisions; how they communicate with each other; and the technologies they use to support their lifestyle. Our panel of experts are all pioneers in digital marketing, social media and next generation technology. And they may have the answer to whether you’ll have a business five years from now.

Hispanic DRTV 101
02:45 PM — 03:45 PM
Moderator: Mari Escamilla, Marketing Maven Public Relations, Inc.
Speakers: Tony Ricciardi, Listen Up Español; Marcelino Miyares, Mercury en español; Vicky Sroloff, Modern Media (InStyler)
 
Why are direct response marketers not engaging Hispanic consumers? Those who aren’t are missing out on more than a trillion dollars in buying power. Marketers are spending only 6.9 percent of their monetary efforts reaching Hispanic consumers through DRTV. Learn from the experts who are reaching this vast population, and gauge how their best practice guidelines can be best applied to your direct response campaign.

Digital Best Practices: Optimize TV Spending – Grow Revenue
03:00 PM — 04:00 PM
Moderator: Jeff Meltzer, Meltzer Media Productions
Speakers: Dawn Dumont-Perdew, The DuMont Project; Maria Eden, Mercury Media; Oded Noy, Target Close
 
This session will focus on how (and why) to audit your existing media spend (media portfolio allocation) across traditional channels and all (17!) digital channels; how to track attribution from TV to the web; and how to get your hands on the dials for optimization. In addition, panelists will show attendees how to prepare their digital strategy to support and augment their TV spend; why increasing CPA is a good thing for DTC continuity models; how to create tailored web experiences for their customers; and why they radically impact both acquisition and conversion. Lastly, these seasoned experts will explain why you should implement DTC best practices through the entire solution - multichannel acquisition –> conversion –> order management (continuity) –> eCRM (hot lead management).


Creative Convergence: Branded Entertainment and Second Screen Opportunities
03:00 PM — 04:00 PM
Moderator: Patrick Raymond, Raymond Entertainment Direct
Speakers: Susan Agostinelli, TV Dinner; Cindi Anderson, Anderson Creative; Blair Taylor, Commercial Talent Agency
 
The advertising and entertainment landscape has never been more fragmented. Amidst TiVo, DVRs, On Demand, YouTube and Hulu, how do marketers ensure that their message still reaches consumers? We’ll explore product placement, sponsors and branded entertainment by engaging a candid discussion with a panel that’s held positions within both direct response and the entertainment industry at large. Their combined early career success at the likes of HBO and MTV eventually led them to DR, but as DR and traditional television stand at a crossroads, it’s their kind of varied expertise that will lead us into next generation advertising and entertainment.

Doing DR Radio the RIGHT Way!
04:00 PM — 05:00 PM
Moderator: Dave Newmark, Bid4Spots
Speakers: Doug Frankel, Broadcast Communications Media, Inc.; Charlie Fusco, Synergixx, LLC; Buck Robinson, Robinson Radio Inc.

Join four of DR radio’s most experienced and successful experts to find out how to turn up your sales volume with radio! The panel will address many of the misconceptions of radio, help you to avoid costly mistakes, teach you how to launch a successful test, and ultimately explain how to make radio a profitable centerpiece to your DR campaign.  Short form, host endorsement, long-form and new satellite/digital opportunities will all be addressed - we want you to walk away with a healthy appreciation of our powerful medium and how to make it work for your DR offer!

D2C Learning Lounge

The D2C Learning Lounge is specifically designed for the on-the-go attendee who has only a few minutes to spare for education. Choose from 15-minute and 30-minute sessions right on the show floor. Show Floor and All Access Passes accepted here.

Wednesday, September 12, 2012

How Apple Creates the Total Package
10:00 AM — 10:15 AM
Speaker: Steven Feinberg, SF Global Sourcing
 
Apple is the most valuable brand in the world and part of its appeal is the incredible attention it pays to every detail. In a multichannel reality, where As Seen On TV products must be retail ready, there are tremendous lessons to be learned from this marquee brand. Join SF Global Sourcing and outgoing ERA Chairman Steven Feinberg for a brief, but insightful, case study that examines how this blue chip marketer delights its consumers.

The Solution to Missing Media Attribution
10:15 AM — 10:30 AM
Speaker: Peter Koeppel, Koeppel Direct
 
Today’s direct response consumer is increasingly turning to the web, eroding the ability of marketers to attribute leads and sales to specific media based on dedicated phone numbers. This session will explore the best practices that can be employed to determine accurate attribution, regardless of how the consumer responds and combine both offline and online results to buy their media effectively and efficiently.

What DR Takes for Granted, and E-Commerce Would Kill for
10:30 AM — 10:45 AM
Speaker: Michaella Harkey, OrderMotion, Inc.
 
Michaella Harkey, vice president of sales, direct response, at OrderMotion, Inc., talks about the lessons DR could learn from the world of traditional e-commerce and the advantage they have over e-commerce and probably don’t even know it. In this session, she will discuss what DR marketers need to change in order to compete in the changing D2C landscape: 1) Simple, low content websites just won’t cut it anymore — consumers seek in-depth information; 2) Consumers want self-service functionality on websites — give it to them before they click away! 3) Cross-sell and upsells are not just relegated to call centers – be smart about how you put them on your site; and 4) Take advantage of the one thing e-commerce would kill to have – unique product offering!

Reviving DRTV Glory Days: Look to Hispanics
10:45 AM — 11:00 AM
Speaker: Tom Sheppard, Listen Up Español
 
When can a small investment mean a greater return on investment? When utilizing Hispanic DRTV. Marketers are failing to reach Hispanic consumers. Be the one among the few and be the best. Hispanic DRTV utilizes traditional direct response methods for successful campaigns. Spanish-language direct response advertising requires minimal investment for a large ROI. With 13.1 million Latinos shopping via direct response, not turning to this consumer would be a detriment to your campaign. Transcreating your campaign into Spanish and utilizing call center representatives can all occur with a media cost that is far less expensive than English-language campaigns.

The Web Can Make or Break Your DRTV Campaign
01:00 PM — 01:30 PM
Speaker: Kenneth Osborn, Liquid Focus
 
TV ad dollars drive online activity. Affiliates, social media and such are great discussion points; but, if you don’t set up your brand’s presence online properly, it can kill your campaign. DRTV is about direct, impulse purchases/actions. More than half the orders will come from search. If there are too many links and choices or if you’re paying affiliates for sales you would have achieved on your own, you’re shooting yourself in the foot. It's imperative that consumers find your site as quickly as possible, with the least amount of expense to you. Liquid Focus' Kenneth Osborn show how to best manage this.

Social Media + Multimedia = Effective Multichannel Marketing!
01:30 PM — 02:00 PM
Speaker: Michael Terpin, SocialRadius
 
Many multichannel marketers have a multimedia strategy, and many others use social media. How well are you combining these highly synergistic forms of content? See how YouTube continues to morph and change, and why should consider expanding into multiple YouTube channels. Learn about the latest new multimedia tools – Pinterest, Instagram and Tumblr – and see how photos can go viral just as quickly as a video. SocialRadius Founder Michael Terpin, who has generated 50 million views on one video, will also explore Google+ Hangouts and how they can be used to combine live video demonstrations with SEO.

Thursday, September 13, 2012

Attributing Online and Cash Sales to Specific Media Buys
10:00 AM-10:15 AM
Speaker: Scott Paternoster, Chief Media
 
The DRTV paradigm has shifted. Modern DRTV technology allows the advertiser to see their true ROI on a cash basis, real-time. Long gone are the days of weekly performance reports. Nielsen weightings are now able to integrate online sales into MER figures, showing what airing brought in the order. DRTV marketers who are looking to launch their product into retail can now use the same DRTV metrics to measure ad spends against POS data at retail to identify the best performing networks.

Rick Petry: Direct Marketing Insights Gleaned from 100 Columns
10:15 AM-10:30 AM
Speaker: Rick Petry, Rick Petry, Creative Writer LLC
 
Since it’s inception in September 2004, Rick Petry has contributed the back page column of ERA’s Electronic Retailer magazine. Join him as he shares observations from covering the industry over the past decade in this lively and entertaining presentation that examines direct marketing’s past, present and future.

Back-end Bloopers – Avoid the Top 10
10:30 AM-11:00 AM
Speakers: Ayal Latz, a2b Fulfillment, Inc.; Tony Sziklai, Moulton Logistics Management
 
Back-end 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 back-end partners. Join this fast-paced session, where you will walk out with proven money-saving ideas.

The Future of DRTV Is T-Commerce
11:00 AM-11:30 AM
Speaker: Rey Pasinli, Total Apps, Inc.
 
DRTV has to evolve or it will become extinct like the fax machine or the Yellow Pages. Currently, DRTV is slowly merging with the web. The next evolution is enabling customers to make a purchase with the click of a button from their couch. T-Commerce or “tablet commerce” is the catalyst that will drive and change how consumers shop. T-Commerce involves merging TV marketing, handheld tablets, e-wallets and dynamic shopping carts into a seamless process. The technology is here today and can be implemented relatively easily. Most important of all, customers using T-Commerce convert 40 percent better than a standard shopping cart.