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

CONCURRENT SESSIONS | Tuesday, May 20 10:00 a.m. – 12:00 p.m. WEBSITE USABILITY LABS See page 17 for details. 10:45 a.m. – 12:00 p.m. CONCURRENT SESSIONS BUSINESS-TO-BUSINESS B-to-B Catalog Creative Showcase — Five Case Studies in Doing It Right Come hear both B-to-B marketers and their agencies on the evolving nature of creative in the B-to-B catalog marketplace. Presented will be ﬁve quick case studies highlighting B-to-B catalogers that do it right and in turn get more sales. We’ll discuss how the Internet and driving to online has changed the way B-to-B catalogs are designed. Hear thoughts on balancing ‘speed and cost efﬁciencies’ versus ‘strong creative and connective shopping/ordering experiences’. You will learn: I I CREATIVE/PRODUCTION This Worked. That Didn’t. Several multichannel merchants will share inside information that ordinarily would never be made available to outsiders. With good humor and absolute speciﬁcs, each panelist will show and explain concepts that worked as planned and concepts that failed despite what appeared to be logical planning. You’ll see examples of print, web and email copy and creative. Come compare what you’re doing creatively to other leading catalogers. Panelists will also answer your questions. Moderator: Herschell Gordon Lewis, President, Lewis Enterprises Panelists: Mo Frechette, Owner, Zingerman's Pamela Espeland, Creative Director, Signals James Hovis, President, Featherspring Old school tricks-of-the-trade that still apply Newer creative trends that have been inﬂuenced by consumer catalogs Richard Fairfield, Publisher, SVP, Advertising Specialty Institute Additional panelists to be announced. Moderator: Mike Wychocki, EVP, Partner, Haggin Marketing Panelists: CIRCULATION & DATABASE STRATEGIES How Five Multichannel Catalogers Survived and Succeeded Despite the Postal Increase A variety of B-to-B and B-to-C multichannel catalogers will discuss how they used effective online and ofﬂine circulation strategies to combat increasing costs. They will illustrate how to sell products through multiple channels, and share what worked and what didn’t work. They will cover what you need to do to maximize circulation and remove unproductive marketing campaigns, including setting up reliable tests. You will learn: I I I CREATIVE/PRODUCTION Reducing Costs and Time-to-Market with Effective Content Management Find out how two companies, large and small, signiﬁcantly reduced costs and improved the timeliness of their publications by implementing structured content models and publishing systems. By doing so they signiﬁcantly increased the value of their content. Over 99% of content is published to multiple channels, including websites, catalogs, and other direct mail publications. Plus, we’ll discuss how to develop a structured content model that aligns with your overall publishing strategy and business needs. You'll learn: I Real catalog survival tactics that work How to maximize sales and proﬁts despite rising costs Ways to allocate marketing dollars to your best advantage How to avoid common content model issues How to publish the same product descriptions to multiple channels with little editing How to share content on a global basis Dawn M. Moore-Zassick, Sr. Manager, Enterprise Content Services, Thermo Fisher Scientific Julie Giordano, Product Marketing Manager, Contact East, Inc. I Moderator: Mary Ann Kleinfelter, Director of Marketing, L-com Panelists: Tom Slavin, Catalog Circulation Manager, Staples Randy Horgan, Director E-Commerce, Catalog, Primex Inc./Klockit Lisa Johnson, Marketing Manager, Brookstone I Speakers: CIRCULATION & DATABASE STRATEGIES It’s the Data! How Smart Direct Marketers Can Utilize New Data Sources This session will provide you with invaluable insight into how you can use innovative data sources and technology to understand your customers better than ever — to anticipate their wants and needs, and predict future buying patterns with unprecedented accuracy. You will learn: I MULTICHANNEL MARKETING Multichannel Challenges: Single Solutions Multichannel marketing presents numerous challenges, from determining optimal customer contacts to managing multiple vendors who supply key marketing services. Each panelist will share speciﬁc examples of how each issue was evaluated and the results. You will learn: I Ways to tap into the vast array of new sources of data on the market How direct marketers are deploying new data in creative ways to drive their companies forward How data-driven customer proﬁling translates into revenue generating initiatives Becky Jewett, President, Windward Group Patrick Hanrahan, President, Eagle Eye Direct Additional panelists to be announced. How each company approaches the different facets of marketing in a multichannel environment What changes were made to the business to support the solutions How tests were conducted and the results Cheryl Zatz, Vice President of Marketing, The Popcorn Factory Vicki Updike, Vice President, Marketing & Merchandising, Miles Kimball David Kaplan, Vice President, Marketing, Tafford Uniforms I I I I Moderator: Gina Valentino, Owner, Hemisphere Marketing Panelists: Moderator: Fran Green, Chief Revenue Strategist, ALC Panelists: ONLINE: WWW.ACCM4ME.COM/SAVINGS • REGISTER TODAY & SAVE! • FAX: 708.786.5568 19 http://WWW.ACCM4ME.COM/SAVINGS

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

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.