Electronic Retailer - April 2011 - (Page 10)

INDUSTRY REPORTS Crowd-sourcing Nets Great Ideas for The Great Ideas Summit in the Big Easy NEW ORLEANS – Hundreds of directto-consumer professionals made their way back to the Big Easy for three days of top-level networking and solutionsdriven educational sessions at The Great Ideas Summit, February 28-March 2 at the Hilton Riverside. ERA’s annual midwinter event took advantage of the festive atmosphere of New Orleans in the week before Mardi Gras, kicking off Monday’s opening reception with themed drinks, beads and décor and music with hors d’oeuvres and high-powered conversation. This year’s educational sessions, following the theme “Great Ideas for Driving Profitability in 2011,” were crowd-sourced from the D2C community. ERA received more than 80 submissions for session and speaker ideas, which were reduced to the concepts for this year’s Summit by votes from the DR community. Monday’s sessions kicked off with “You Bet Your Profits!” using an interactive game-show format – and fabulous prizes – to highlight the best options for maximizing profits and avoiding regulatory pitfalls. Panelists Mary Ellen Himes, Venable, LLP; Charlie Fusco, Synergixx; Krisofer Johnson, GSI Commerce; and Elliott Segal, GuthyRenker kept attendees on their toes with questions that tested their knowledge of DR tactics. “The Wait is Over: National Interactive TV is Finally a Reality!” featured speakers Sean Bunner, HSN; Jocelyn Egan, Discovery Soltuions; Andrew Gordon, Direct Impact Group; and David Verklin, Canoe Ventures, discussing the finally realized offerings of the long-promised interactive TV. In “Emerging Trends in Direct Social Marketing,” Jason Deitch, Fan Page Generator; Marty Gross, Direct Arrow Group; Chas Salmore, Marketing Works, Inc.; and Steve Sibulkin, Expert Planet discussed the best ways to leverage social media networks into a DR strategy. In “Online Video Marketing With Google and YouTube,” Dan Green, Unicast, and Timothy Seward, ROI Revolution, discussed how to take advantage of new tools to make your online video assets drive traffic. Tuesday afternoon featured the Premier General Session, “Global Trends in D2C Commerce.” Hosted by ERA President and CEO Julie Coons, the panel discussion featured insights from Jeffrey Grau, principal analyst at eMarketer; Michael Guptan, head of technology investment banking at Duff & Phelps; Kevin Harrington, chairman and founder of TVGoods Inc.; and Harry Hill, president of Oak Lawn Marketing, discussing the key trends facing the D2C industry today – from the explosion of mobile payments, to the surge in interactive retail, growth of interactive TV, business evolution due to social media and much more. After the session, attendees had a chance to mingle with the panelists during a networking happy hour. Wednesday’s educational sessions kicked off with “What Would Don Draper Do? How to Create AwardWinning Direct Response Creative,” a look at unique creative campaigns that are making consumers purchase. Brendan Condon of REVShare, Mal Karlin of Karlin+Pimsler, Jon Katinsky of HotHouse, Fern Lee of Thor Associates and Ava Seavey of Avalanche Tom Duncan, Positec USA, speaks in Wednesday’s session, “Predict the Impact of DRTV on Multichannel Sales: Case Study.” Charlie Fusco, Synergixx, during “You Bet Your Profits!” Jason Deitch, Fan Page Generator, discussing “Emerging Trends in Direct Social Marketing.” Creative Services discussed the hows and whys of some of their own successful creative campaigns. During “Predict the Impact of DRTV on Multichannel Sales: A Case Study,” Tom Duncan, Positec USA, and Tyson Roberts, Lucid Commerce, discussed a methodology for measuring DRTV impact on retail and online sales. In “Turning a Direct Miss into a Direct Hit,” moderator Scott Richards of Dial 800 tempted the audience with cash prizes in answering questions on why certain DR programs failed in the first attempt, only to be revamped. Speakers Charles Benard, Impact TV/Selling Source LLC; Jeff Campbell, Intelligent Beauty; Shail Prasad, TeleBrands and Maria Eden, Mercury Media, shared examples of how campaigns that originally stumbled retooled and turned into 10 electronicRETAILER | April 2011

Table of Contents for the Digital Edition of Electronic Retailer - April 2011

Electronic Retailer - April 2011
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
ERA Government Affairs Fly-In Preview
The Electronic HomeShopping Preview
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
Cover Story: Staying Ahead of the Curve
Guest Viewpoint
Why is it Tougher to Make DRTV Pay?
Payment Processing
Advertiser Spotlight
Bulletin Board
Advertiser Index
Rick Petry

Electronic Retailer - April 2011