Cross Media in Action Track: Room - Montecristo 2

These sessions are part of the new AppForumDirect*

The New Reality of Marketing

The new reality of marketing is that it's more than strategy, analytics and tactics. But how do we define and encapsulate marketing in the age of real-time analytics, mobile, social and viral strategies and tactics. Our information highway has become a twisting, turning toll way that will take more than a GPS to navigate.

Let's explore the new realities of marketing in this interactive session because like Dorothy and Toto, we're not in Kansas anymore.

Key Takeaways

• Learn a new definition of marketing
• Why marketing channels matter
• Why data is the KING and creative is the QUEEN
• How to negotiate the dangerous curves ahead and grow your business

Date/Time:	Tue. Jan 24th, 11am – 12pm
Speakers:	Carolyn Corporon, VP of Marketing, Beauty Systems Group Bart Foreman, President, Group 3 Marketing

Zodiac International is a world-class manufacturer of a wide range of recreational products. Zodiac Pool Systems required a cost effective, easy-to-implement marketing platform to improve efficiency, add tracking and increase ROI on its existing marketing mix without adding complexity.

The effort was focused on getting consumers to print out rebate forms and download brochures for more complex products. Learn how Zodiac's marketing team created, implemented, designed, and executed their program. We'll share results and samples.

Key Takeaways:

• Learn how to leverage multiple marketing channels with minimal effort to generate sales leads
• Discover how Zodiac increased revenue & efficiency while lowering costs
• See how one effective manager decreased man hours for fulfillment, limited dependence on other departments, and lowered cost
• Explore how consolidated tracking improved search, banner ads, direct mail, and email results

Date/Time:	Tue. Jan 24th, 1pm – 2pm
Speakers:	Eric Hill, Online Marketing Manager, Zodiac James Michelson, Founder & Principal, JFM Associates

How Ford Drives Engagement with Both Traditional & Emerging Channels

Ford's use of relevant direct marketing continues to evolve. They were early adopters of personalized direct mail and email to successfully grow their Extended Service Plan. Now they are using multi-channel communications that incorporate more digital content into the mix.

See how Ford is supplementing traditional marketing channels with digital interactive collateral and real-time personalized content generation. Get a demonstration of a new application where consumers can create highly customized brochures in an online environment and produce it in real-time.

Date/Time:	Tue. Jan 24th, 3pm – 4pm
Speakers:	Jeff Sierra, VP Marketing & Product Development, Budco Joe Wiegand, ESP Program Manager, Ford

Sponsored by Xerox

Cross Media Marketing Clears the Way to Market Share Growth

How do you grow market share and build customer relationships? See how in this review of a 2011 DMA Echo Award winner. Alcon Laboratories used cross media to promote its Pantanase Nasal Spray in the USA.

Alcon faced the challenge of physicians increasingly less likely to take sales calls. Go inside a campaign that took advantage of data segmentation to present customized, personalized messages through multiple channels. See how segment-specific graphics and segment-relevant copy addressed real patient scenarios.

Direct mail used variable content and calls to action that led physicians to Personalized URLs. Each element of this campaign was designed to build the physician relationship one step further. Response rates were as high as 30.4%, and overall market share for the product showed a strong increase.

Key Takeaways:

• Learn the measurable benefits of using a multi-channel campaign including direct mail, email, fax and Personalized URLs
• See the incremental lift to engagement rates gained by using multiple touches within a campaign
• Learn how personalized dimensional direct mail helped lift engagement scores in a highly regulated industry

Date/Time:	Wed. Jan 25th, 10am – 11am
Speaker:	Jim Lewis, CEO, Relationship Marketing

The Next Generation of Direct Marketing

Explore the anatomy of a wildly successful integrated marketing campaign. This campaign has it all - and everything worked! Campaign elements included variable direct mail, Personalized URLs, General URLs, QR codes, referral generation, phone responses, prospect lists, sweepstakes and outstanding response rates.

Key Takeaways

• See how personalized elements can be subtle – and still be very effective
• Offer as many response options as possible to capture every possible responder
• Learn to get more mileage from your campaigns by incorporating a referral option; even if the recipients don't need your product they probably know someone that does
• You don't have to tell the whole story in your mail piece – allow the online facets to play that role and drive response

Date/Time:	Wed. Jan 25th, 11:15am – 12:15pm
Speakers:	Terri Stucky, Director of Enrollment at Edison Learning Chuck Barnett, CEO, Barnett & Murphy

Cross Media Connections

Connecting with customers…
With so many marketing messages bombarding consumers each day how do you earn their attention? Intelligent personalization and coordinated messages across multiple media will engage your customers and lead them to action. Jason Ellis of the e.f. group will share how Good Sports Outdoor Outfitters drove actual sales with a cross media campaign. See how various channels were incorporated including direct mail, email, QR codes and newsweekly ads.

Connecting with donors…
Rosemont College is an experienced and successful user of cross media marketing with campaigns that have received multiple recognitions. Through the use of data analytics and enhanced relevant marketing Rosemont College improved the overall participation of alumni in its annual fund drive. Hear from Kim Gross of Pacesetter Enterprises how a cross-channel direct marketing campaign was developed that incorporated email, direct mail, Personalized URLs, video and social media. The campaign was a huge success with overall alumni participation increasing by 9.6% over 2010. .

Date/Time:	Wed. Jan 25th, 1:15pm – 2:15pm
Speakers:	Jason Ellis, President, The e.f. group Kim Gross, Director of Sales & Marketing, Pacesetter Enterprises

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