ACCM - 25th Annual Conference • May 19-22, 2008 - (Page 10)

CREATIVE INTENSIVE | Monday, May 19 LEADERS: The creative design of your print and online catalog, the consistency between the two, how you present your products through each medium, and how it all ties together with your unique brand, can make a big difference in your sales. Seasoned experts in this intensive will show you how to present a meaningful brand that resonates, use photography to enhance your products’ benefits, write copy that engages the reader and close the sale, both in print and online. This intensive is full of real-life case studies and examples for you to learn from. Lois Boyle-Brayfield President, J. Schmid & Assoc. Inc. Glenda Shasho Jones President, Shasho Jones Direct Brand — It’s Not a One-Time Thing, It’s an All the Time Thing! 8:15 a.m. – 9:30 a.m. Do you really understand the power and value of your brand? Have you strategically articulated and harnessed your brand and, more importantly, been able to infuse it into the hearts of your employees and customers? What is your customers’ perception of your brand and why does it matter? Come learn how successful multichannel companies have created differentiated brands along with a relevant brand promise that speaks to a “higher order beneﬁt.” See examples and case studies in which merchants have delivered their “one thing” within the pages of their catalog, on their web pages, in emails and through every customer touch point. Speaker: Lois Boyle-Brayfield, President, J. Schmid & Assoc. Inc. Bob Kilgore, Director of Catalog Marketing, Jack Stack Barbecue Brunch & Power Forum: The Mystique of the Multichannel Customer — What Engages Customers and Prospects? 11:00 a.m. – 12:30 p.m. (See page 7 for details.) Sell More With Proven Website Design 12:45 p.m. – 1:45 p.m. Ready to take your website to a new level? Learn the new rules of web design and watch your web sales grow! This session will include case studies and examples demonstrating the do’s and don’ts of page layout, navigation, use of white space, font and color usage, the balance of graphics, copy and images … and much more. Case studies and examples will be discussed. You’ll leave with tactics and ideas that can be immediately implemented and will ultimately boost your sales. Speakers: David Bivins, Creative Director, Fry, Inc. Beth Sash, Director of Ecommerce and Direct Marketing, Godiva Chocolatier The Do’s and Don’ts of Design that Motivate Buyers 9:45 a.m. – 10:45 a.m. For catalogers, design and layout is too often an afterthought. Learn how to unleash the power of design through proven techniques that grab attention, tell a story and ultimately motivate readers to buy. You’ll see real-life examples from both consumer and B-to-B catalogers that clearly illustrate what works…and what doesn’t! This fun and entertaining session will: I Transforming Cold Copy Into Hot Copy to Boost Response 2:00 p.m. – 3:00 p.m. How can you make your 2008 catalog copy more effective? Merchants who place copy directly from their print catalog onto the web wonder why results aren’t as powerful as they should be. Word use is a live, changing asset…or liability. This session will show you examples of the difference a few word changes can make in total response and give you the opportunity to test multiple ways to make product claims. Speaker: Herschell Gordon Lewis, President, Lewis Enterprises Present the tried-and-true “rules” of catalog creative and how to use them Review how to use design “hygiene” to present a more appealing catalog Demonstrate how “themes” engage readers and ultimately increase sales Show how successful catalogers use design and copy to tell “the whole story” at-a-glance Brent Niemuth, Creative Director/Brand Evangelist, J. Schmid & Assoc. Inc. Kathleen Kraus, Chief Merchandising Director, Exclusively Weddings I I I Strategy-Driven Photography in a Multichannel World 3:15 p.m. – 4:15 p.m. A tightly controlled process for creating photography content across channels is critical for both brand and the budget. Learn how to take a photoshoot from the turnover meeting all the way through delivering page ﬁles to the printer. Learn about timesaving tricks, secrets of team collaboration, product tracking, and re-purposing images. This session will present examples and case studies on how you can produce more efﬁcient photography while remaining faithful to the marketing strategy and brand objectives. You’ll learn: I I Speaker: How to make sure your photography works for all channels How to make your images accessible to all internal stakeholders Jack Kreber, President, Kreber Scott R. Alexander, Studio Manager/Sr. Photographer, Blair Corporation Speaker: Grand Opening Reception in the Exhibit Hall 4:15 p.m. – 6:30 p.m. 10 ACCM 25th ANNUAL CONFERENCE MAY 19-22, 2008 • GAYLORD PALMS RESORT • ORLANDO

Table of Contents Feed for the Digital Edition of ACCM - 25th Annual Conference • May 19-22, 2008

ACCM - 25th Annual Conference Highlights Program Tracks Keynote Speakers Conference Schedule Senior Executive Program Monday, May 19 - Intensive Day Business-to-Business Intensive Circulation Intensive Creative Intensive Email Intensive Merchandising Intensive Search Engine Marketing Intensive Small & Start-up Multichannel Merchant Intensive Web Analytics & Conversion Intensive Special Conference Events Mergers & Acquisitions Intensive Tuesday, May 20 Wednesday, May 21 Exhibiting Companies Thursday, May 22 - Post-Conference Workshops Visit the Exhibit Hall Travel & Hotel Information Register Today Attending Companies Companies Speaking at ACCM

ACCM - 25th Annual Conference • May 19-22, 2008

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