ACCM - 25th Annual Conference • May 19-22, 2008 - (Page 9)

CIRCULATION INTENSIVE | Monday, May 19 LEADER: This intensive has been completely updated for 2008 and will address the most pertinent circulation issues facing multichannel merchants. We’ll start the day discussing how to create a carefully thought out campaign plan, then discuss the best strategies for balancing your house file with new prospects for your next mailing. We’ll also review mailing, merge and testing strategies, the importance of matchbacks and how to use them for better campaign results. Finally we’ll focus on long term planning. If rising mailing costs are on your mind, don’t miss this intensive. The knowledge you gain will help you mail to your best names in the most cost-effective way. Linda Spellman Vice President of Direct Response, Hickory Farms Circulation Planning — The Key to Meeting Your Catalog Demand Goals by Channel 8:15 a.m. - 9:30 a.m. To reach your speciﬁc ﬁnancial goals with a new circulation campaign, you need a carefully thought through plan. Come to this session and you’ll discover the questions you need to ask before starting any new campaign: What $/Book should I expect? How much will come in via the call center vs. the web? Only once you have set your ﬁnancial goals can you create your circulation campaign. You’ll learn: I Mailing, Merge and Test Strategies That Will Enhance Your Results 12:45 p.m. – 1:45 p.m. This session will explore options for mailing and merge strategies that will allow you to mail more efﬁciently. We’ll discuss co-mailing, prioritization, add-a-name and list hygiene options to improve your sales while keeping costs down. We’ll also discuss setting up tests to guarantee readable results. You’ll learn: I I How to maximize your merge impact Testing strategies Considerations of co-mailing What templates can set up a successful planning session for catalog performance The key factors in determining performance changes from last year/last season Linda Spellman, Vice President of Direct Response, Hickory Farms Additional speaker to be announced. I I Moderator: Linda Spellman, Vice President of Direct Response, Hickory Farms Panelists to be announced. Speaker: Blending House Files and Prospect Mailing Strategies for Best Results 9:45 a.m. - 10:45 a.m. Now that you know what your ﬁnancial goals are for your new circulation campaign, you need to choose the right names to mail to in order to meet those goals. We’ll talk about how to determine the right combination of house ﬁle names vs. prospect names. Then we’ll dig into detail on how to segment your house ﬁle, select and mix your prospect sources and strategies to improve results. You’ll learn: I I I Multichannel Matchback — Accurate Allocation of Orders Set the Stage for Continued Success 2:00 p.m. – 3:00 p.m. Accurate matchbacks are an absolute must in order to evaluate your sales results and plan for future success. Discover how to allocate orders, determine how catalogs drive web and retail orders, and identify the true cost of acquisition of customers transacting across channels. You’ll learn: I I Multiple matchback options and which one is right for you Why measuring across channels is not just about getting credit for the sale Linda Spellman, Vice President of Direct Response, Hickory Farms Roy Wollen, Principal and CEO, Database Insight, Inc. Pamela Hodgkin, Director of Circulation & Marketing - Catalog, Online & Travel, National Geographic Speaker: Ideas for segmenting by channel vs. standard RFM Considerations for house ﬁle modeling Co-ops vs. rental lists — what’s the right balance Linda Spellman, Vice President of Direct Response, Hickory Farms Melissa Watson, Director, Catalog & Email Marketing, Harry & David Speaker: Long Term Planning — Creating Your Three-Year Plan 3:15 p.m. – 4:15 p.m. With your new campaign results in hand, you can now take a look at your bigger strategy and create a successful three-year plan. We’ll discuss what you’ll need to consider and how the results of your campaign can help form your long term goals. We’ll show you an example of a template you can use to create your own three-year plan. You’ll learn: I 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.) Things to consider in building a three-year plan and how to get started What level of detail makes sense for your plan Gina Valentino, Owner, Hemisphere Marketing Additional speaker to be announced. I Speaker: Grand Opening Reception in the Exhibit Hall 4:15 p.m. – 6:30 p.m. ONLINE: WWW.ACCM4ME.COM/SAVINGS • REGISTER TODAY & SAVE! • FAX: 708.786.5568 09 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

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