Cross Media Toolkit Track: Room - Partagas 1

These sessions are part of the new AppForumDirect*

Cross Media Overview

Let's run down the techniques and technology available today (VDP, Personalized URLs, QR codes, SMS, email, social media...) that make multi-channel integration with direct mail possible and more effective than ever before.

You will learn best practices and trends for each of the channels and how they fit into the overall marketing mix. Gain insight into how to build effective cross media campaigns from marketing strategy to implementation to analyzing campaign results.

Date/Time:	Tue. Jan 24th, 11am – 12pm
Speaker:	Val DiGiacinto, VP Interactive Solutions, The Ace Group, a Business Unit of DG3

QR Codes: Connecting Print and Mobile

Jason Ellis is an early adopter of using QR code technology to help marketers connect with mobile consumers. While others were just beginning to recognize the usefulness of the little black and white boxes known as QR codes, Jason was already moving ahead and developing custom branded QR codes. Custom branded QR codes bridge the gap between print and mobile, and enable businesses to gain valuable brand awareness.

Just having a custom branded QR code doesn't guarantee a valuable brand experience. Marketers must think and plan the entire customer experience from scan to action. Jason will describe the key elements that go beyond custom QR code design to variable QR codes, mobile web sites, tracking, reporting, coordinated marketing collateral design, printing and mailing. He'll provide case study examples of how he has been able to generate response and revenue with from the mobile channel.

Key Takeaways

• Strategies for optimizing response from QR codes
• Top 5 ways to drive interaction with mobile customers and prospects

Date/Time:	Tue. Jan 24th, 1pm – 2pm
Speaker:	Jason Ellis, President, The e.f. group

Change at the USPS: How It Impacts You

Direct mailers care about two things – Results and Costs. Both are influenced by the recent changes at the USPS, but you can make sure they don't crash your bottom line.

Tom Foti, Manager of Direct Mail and Periodicals for the USPS will explain the new plans being put in place to address these issues. He'll provide insight into changes to the cost structure and delivery service for direct mail in the near term. Tom will separate fact from fiction so you'll be one step ahead of your competition and prepared to optimize your mailing process.

In spite of everything, direct mail still gets stellar results. Tom will share USPS best practices on how you can increase the effectiveness of your direct mail.

Key Takeaways

• Understanding of USPS plans for the near term
• Learn the impact of proposed changes on direct mail costs
• Get proven best practices for increasing response

Date/Time:	Tue. Jan 24th, 3:00pm – 4:00pm
Speakers:	Tom Foti, Manager of Direct Mail and Periodicals, USPS

Innovations in Print Design that Engage Response

Breaking through the clutter and getting noticed is more difficult each day as every channel and empty white space is used for marketing messages. So how do you make sure your communications rise above the noise? Hear two industry experts' ideas to make your next direct mail campaign more effective.

Theo Pettaras is an innovator who has won more awards for exciting design for print than anyone else in Australia. He's bringing his innovations that drive direct mail response to the US and will be sharing them in this session.

Debora Haskel will share how creative marketers can best take advantage of new high-volume personalization technology when developing their designs. Using examples of highly-personalized direct mail campaigns from leading marketers such as Healthways, ActiveHealth, Best Western, Intercontinental Hotels Group, and Sports Authority, her presentation will show those in charge of managing direct marketing campaigns just how far digital printing technology has come and how they can use these advancements to drive greater personalization and ROI for their next campaign.

Key Takeaways

• How to think outside the "square" when developing your print designs
• Learn ways to produce innovative, engaging print
• Concrete tips for designing for high-volume, personalized mail

Date/Time:	Wed. Jan 25th, 10am – 11am
Speakers:	Theo Pettaras, CEO, Digitalpress Pty Limited Debora Haskel, Vice President Marketing, IWCO Direct
Moderator:	Paul Schiller, Customer Marketing Manager, Eastman Kodak Company

Sponsored by Kodak

Using Data Enhancement to Increase Response Rates

How do you increase your response rates by three to ten-fold on your next campaign? The old saying is that response is 40% list, 40% offer, and 20% creative. So making sure your list and data is top notch provides the most bang for the buck. How can you improve your list? This session will review a real-life campaign that achieved outstanding results.

Date/Time:	Wed. Jan 25th, 11:15am – 12:15pm
Speakers:	Jeff Harris, CEO, JSA Serge Grichmanoff, CEO, SG Analytics Ricardo Perez, CEO, Postal Systems

Boost Your Marketing Impact with Eye Tracking Analysis

Did the Design Work? The designer told you it would, but did it?

In today's highly competitive world, every promotional campaign is competing with about 3,000 other messages being presented to the average consumer (in just one day). Studies show the average person actually notices about 50 a day and typically remembers 4 at the end of the day. You are taking it on face value from the designer that the design will do the job you intended, but what if you could actually measure the viewer reaction to the design? What if they never see the logo or the Personalized URL or the 800 number to call?

Eye-tracking software calibrates a camera on your eye movements and tracks what you look at first, second, third…. and also measures how long you look at certain areas of the printed sheet, poster or POP. You can actually find out if the customer is seeing what the designer claims. You can change colors and measure the difference, change photographs, change the size of the type and find out what works best. Campbell's soup has changed their entire packaging design based on eye tracking evaluations. Go to http://goo.gl/e7d7G to see what they have done. Learn how to tell if your work is effective.

Key Takeaways:

• Does the design really work?
• See how you can actually measure a viewer's response to your ad, poster or POP
• Learn what colors work best in your design. It is easy now to know rather than just assume

Date/Time:	Wed. Jan 25th, 1:15pm – 2:15pm
Speaker:	John Leininger, Professor, Clemson University

Speakers and additional session details will be added as they are confirmed

*AppForumDirect is a conference-within-a-conference. The sessions are focused on cross media and direct mail strategy, creative, execution and technology.