Electronic Retailer - August 2012 - 8

YOUR ASSOCIATION, YOUR BOTTOM LINE

BY JULIE COONS

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A Treasure Trove of Content
• New Rules, New Technology for a New Generation – Understand how the Millennial generation will become the driving economic force throughout the next 10 years. • Hispanic DRTV 101 – Find out why direct response marketers should be engaging Hispanic consumers. • Digital Best Practices: Optimize TV Spending – Grow Revenue – Learn how to audit your existing media spend across traditional channels and all digital channels. • Creative Convergence: Branded Entertainment and Second Screen Opportunities – Explore product placement, sponsors and brand entertainment. • Riding the Social Media Roller Coaster – Acquire practical advice on positioning your brand to “go viral.” On September 12 and 13, the education program continues in the D2C Learning Lounge located right on the show floor, where ERA will present 15-minute and 30-minute sessions. • How Apple Creates the Total Package – An insightful look at how Apple delights its consumers. • Rick Petry: Direct Marketing Insights Gleaned from 100 Columns – Examine direct marketing’s past, present and future through the eyes of industry veteran Rick Petry. • What DR Takes for Granted, and E-Commerce Would Kill for – Lessons that DR could learn from the world of traditional e-commerce. • Reviving DRTV Glory Days: Look to Hispanics – Learn how to transform your DR campaign into Spanish. • The Web Can Make or Break Your DRTV Campaign – Learn how to properly establish your brand’s online presence. • Social Media + Multimedia = Effective Multichannel Marketing! – A closer look at the latest multimedia tools. • Attributing Online and Cash Sales to Specific Media Buys – Use the same DRTV metrics to measure ad spends against POS data at retail to identify the best performing networks. • Doing DR Radio the RIGHT Way! – Find out how to enhance your marketing using radio. • The Solution to Missing Media Attrition – Explore best practices that can be employed to determine accurate attribution, regardless of how the consumer responds. • Back-end Bloopers – Avoid the Top 10 – Learn to avoid the pitfalls of the most common mistakes and oversights. • The Future of DRTV Is T-Commerce – Understand why t-commerce is the catalyst that will drive and change how consumers shop. Lastly, we brought back one of our most popular sessions: Direct Response 101. On Tuesday, September 11, we welcome industry newcomers to attend this comprehensive primer on the intricacies of direct response marketing.

This past spring, ERA employed a crowd-sourcing initiative for the education program at the 2012 ERA D2C Convention. And I’m pleased to report that we had record participation, with nearly 350 ERA members voting for the final education sessions. Thank you to Education Committee Chair Karla Crawford Kerr and all the committee members for their continued support of this initiative. Education Day will take place on Tuesday, September 11, and will feature one-hour sessions along with two 30-minute sessions. The full program, which runs 8:30 a.m. to 5:00 p.m., is a treasure trove of content covering a broad range of directto-consumer marketing subjects. Wisdom is one of ERA’s core attributes because we know education is vital to growing your business. This year’s D2C Convention will feature a stellar line-up of the foremost marketing experts in the industry, who will share their knowledge about the topics that are most significant to you. One topic that is clearly important to our members is what’s happening in Washington, D.C. In fact, I will be moderating the session, “Driving Change in Electronic Retailing: Enforcement, Self-Regulation and Legislation,” from 10:30 a.m. to 11:30 a.m. Tuesday. This session is a reflection of ERA’s other key attribute: advocacy. Next, our panel will address the FTC’s enforcement agenda, new and pending legislation, as well as how the evolution of self-regulation will affect the electronic retailing industry throughout the coming year and beyond. The other sessions featured on Education Day include: • Beauty and the DRTV Beast – Leading experts reveal the secrets behind some of today’s most successful beauty brands. • Champagne Tastes, Beer Budget? Secrets to Cutting Costs without Cutting Corners – Learn the best ways for trimming expenses during the direct response process without taking unnecessary shortcuts. • Customer Service: Key Ingredients of Lifetime Value ROI – Gain best practices on ways to improve your customer service ROI. • The New Wave of Direct Response Marketing – Industry experts will 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. • Video Assets: Pots of Gold – Learn how to create a year’s worth of behind-the-scenes content for Facebook, YouTube, Twitter and Pinterest in just one day. • The Mobile Roadmap to DR Sales – Experts provide case studies on how the new mobile tools can be successfully integrated into your DR campaigns for measurable results. • 50 Shades of Grey: Advertising Isn’t Black & White – Six different perspectives on the changing media landscape.

electronicRETAILER | August 2012



Electronic Retailer - August 2012

Table of Contents for the Digital Edition of Electronic Retailer - August 2012

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Ask the Expert
From the Executive’s Desk
The WEN Effect
Not Your Father’s Fulfillment House
Inter/Media Proves A Place for Mom Has a Home in DRTV
Guest Viewpoint
Payment Processing
Public Relations
Logistics
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - August 2012 - cover1
Electronic Retailer - August 2012 - cover2
Electronic Retailer - August 2012 - 3
Electronic Retailer - August 2012 - 4
Electronic Retailer - August 2012 - 5
Electronic Retailer - August 2012 - 6
Electronic Retailer - August 2012 - Calendar of Events
Electronic Retailer - August 2012 - Your Association, Your Bottom Line
Electronic Retailer - August 2012 - 9
Electronic Retailer - August 2012 - Industry Reports
Electronic Retailer - August 2012 - 11
Electronic Retailer - August 2012 - 12
Electronic Retailer - August 2012 - 13
Electronic Retailer - August 2012 - 14
Electronic Retailer - August 2012 - 15
Electronic Retailer - August 2012 - FTC Forum
Electronic Retailer - August 2012 - 17
Electronic Retailer - August 2012 - eMarketer Research
Electronic Retailer - August 2012 - 19
Electronic Retailer - August 2012 - IMS Retail Rankings
Electronic Retailer - August 2012 - 21
Electronic Retailer - August 2012 - Jordan Whitney’s Top Categories
Electronic Retailer - August 2012 - 23
Electronic Retailer - August 2012 - 24
Electronic Retailer - August 2012 - Ask the Expert
Electronic Retailer - August 2012 - 26
Electronic Retailer - August 2012 - From the Executive’s Desk
Electronic Retailer - August 2012 - The WEN Effect
Electronic Retailer - August 2012 - 29
Electronic Retailer - August 2012 - 30
Electronic Retailer - August 2012 - 31
Electronic Retailer - August 2012 - 32
Electronic Retailer - August 2012 - 33
Electronic Retailer - August 2012 - Not Your Father’s Fulfillment House
Electronic Retailer - August 2012 - 35
Electronic Retailer - August 2012 - 36
Electronic Retailer - August 2012 - 37
Electronic Retailer - August 2012 - 38
Electronic Retailer - August 2012 - Inter/Media Proves A Place for Mom Has a Home in DRTV
Electronic Retailer - August 2012 - 40
Electronic Retailer - August 2012 - 41
Electronic Retailer - August 2012 - 42
Electronic Retailer - August 2012 - Guest Viewpoint
Electronic Retailer - August 2012 - 44
Electronic Retailer - August 2012 - Payment Processing
Electronic Retailer - August 2012 - Public Relations
Electronic Retailer - August 2012 - Logistics
Electronic Retailer - August 2012 - Member Spotlight
Electronic Retailer - August 2012 - 49
Electronic Retailer - August 2012 - Advertiser Spotlight
Electronic Retailer - August 2012 - Advertiser Index
Electronic Retailer - August 2012 - Classifieds
Electronic Retailer - August 2012 - 53
Electronic Retailer - August 2012 - Rick Petry
Electronic Retailer - August 2012 - cover3
Electronic Retailer - August 2012 - cover4
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