Harness High Touch with High Intent: Innovations in Multi-Channel Direct Marketing (In-Person Only)

WELCOME AND OPENING REMARKS

Tina Jordan

Senior Director Association of National Advertisers

OPENING KEYNOTE: DIRECT MAIL IN A DIGITAL WORLD

Hear from Tom Foti, Vice President of Product Solutions and a panel of marketing and technology experts as they share the newest innovations in direct mail. Learn how the Postal Service and marketing industry is leveraging technology to encourage and develop mail integrated marketing campaigns that drive business performance. Find out how the linkage of physical mail with electronic communication can add significant value as they examine the modern-day marketing campaign ecosystem across the entire supply chain. The panel of industry experts will share their strategies, innovations and solutions that they are using to shape the future of digital and physical mail.

Tom Foti

Vice President of Product Solutions USPS

THE LAUNCHING OF THE ULTIMATE LOYALTY EXPERIENCE AT THE FRESH MARKET

The food shopping industry is a highly competitive marketplace. After analyzing its customer data, hear how The Fresh Market recognized the value of taking care of their existing members by offering them various offers to keep them coming back. Not just a coupon one-and-done tactic but see if their “surprise and delight” multichannel strategy will work to help retain your customers.

Kathleen Smith

Director of Paid and Social Media The Fresh Market

BRINGING NEXT-LEVEL PERSONALIZATION: THE REBIRTH OF A GLOBAL ICON

Leveraging Huggies' new brand purpose to help navigate the unknowns of babyhood, learn how parent company Kimberly-Clark in concert with Accenture Song orchestrated the launch campaign across print, email, social, web, e-commerce, digital media. Hear how they brought forward next-level personalization, a fresh voice and creative style to revitalize a global brand. Not only did Huggies meet objectives across channels but even out-performed competitors in product category sales in the months following launch.

Erin Greitens

Brand Manager Huggies/Kimberly-Clark

BUILDING A PERSONALIZED CUSTOMER JOURNEY THROUGH DATA DRIVEN, MULTI-CHANNEL STRATEGY

With the increasing reliance of first party data, companies need to rethink their traditional multichannel strategies and perks, stay aligned with new technologies, and personalize the customer experience with their loyalty base, while also increasing audience acquisition. This requires a multipronged, synchronized approach across multiple avenues. Hear how a fully virtual and financial entity like Ally has done just that.

Kyla Kappers

Marketing Senior Director, CRM Ally Financial

LUNCH SESSION: INNOVATIVE DATA AND DIRECT MARKETING TRENDS IN 2023 AND BEYOND

What’s next for direct mail, catalogs and multi-channel direct marketing? This interactive session will focus on examples and observations on how direct marketing is evolving as catalogs and direct mail becoming more interactive, measurable, and multi-channel. See samples from B2C including e-comm, D2C and omnichannel retailers. Topics include:

• Multi-channel, Multi-touch
• Connecting Offline & Online – Next-Gen QR Codes, Watermarks and Image Rec
• Pathway to Personalization
• Web Drivers – No Pricing, Shopping vs Buying
• Connected Content – Augmented Reality, Shoppable Video
• Household-first Multi-Channel: Integrating paid media and direct marketing
• Data and Measurement: intent signals, print & digital incrementality

Takeaways:

• Understanding households is integral to bringing together paid and owned media (catalogs, DM)
• Think incrementality and stop chasing attribution when marketing with multiple channels
• Intent signals are critical to understanding audiences and moving to a more automated, always-on marketing mindset

John Puterbaugh, Ph.D.

Vice President, Advanced Media & Innovation Quad

NASCAR'S FAN JOURNEY

In a changing media landscape, hear how NASCAR is taking a fresh approach to navigating media consumption behaviors to “rev up” interest and attendance to its events.

David Zane

VP, Fan Engagement NASCAR

HOW TO BUILD EFFECTIVE MULTICHANNEL MEDIA PLANNING AND ACTIVATION STRATEGY USING AI-POWERED DATA

Fresh, privacy-safe AI-powered data reveals the intelligence marketers need to understand customer behaviors & sentiment across generations today. Understanding the whole customer and what motivates them to buy is imperative for better messaging, creative and targeting at every stage of the customer lifecycle. Find out how hyper-relevant attribution enriches a multichannel media planning strategy for the creation and activation of effective campaigns across all web, social, print and offline marketing channels, and at scale.

Ericka Podesta McCoy

Chief Marketing Officer Resonate

REACH OUT AND TOUCH: THE JOY OF THE PHYSICAL IN THE DIGITAL AGE

Design expert Vicki Strull discusses the science of touch and what it means for how we experience the world around us. She’ll be using real-world examples, including direct mail, magazines and catalogs — and showing not only how they influence what we buy and our brand perceptions but also how physical and digital communication used in tandem can amplify the message. This session is an extension of the recently published book, Reach Out and Touch, which explores why the things we touch matter more to us, and why we trust the printed word more than the pixelated one. 

Vicki Strull

Principal Vicki Strull Design, On behalf of Sappi North America

CLOSING REMARKS AND EXHIBIT HALL RECEPTION

(Optional With Exhibit Hall Badge)