Wednesday, October 11, 2023
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8:30am - 9:10am
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REGISTRATION AND NETWORKING BREAKFAST
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9:10am - 9:30am
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9:30am - 10:10am
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LOWE’S COMMITMENT TO IMPROVING CUSTOMERS’ LIVES BUILDS BRAND AND LIFETIME LOYALTY
Lowe’s knows that the home improvement journey looks different for every person at various stages and moments of their lives. That’s why Lowe’s is committed to understanding their customers on a deeper level to make home improvement easier and more exciting! How? The personalization strategy at Lowe’s is powered by many types of data and insights that help tailor the content, offers and experiences to meet customers where they are and drive not only higher conversion and engagement, but lifetime customer loyalty and brand preference. Find out more about their personalization journey and tips for success in transforming your direct marketing to become more personal and relevant.
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Amanda Bailey
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VP of Customer Marketing & Loyalty
Lowe’s Companies
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10:10am - 10:50am
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THE POWER OF PRINT MARKETING: HOW TO INTEGRATE CHANNELS AND MANAGE COSTS TO MAXIMIZE REACH
Lindenmeyer Central and Sappi have a combined 200+ years dedicated to optimizing customer spend and maximizing ROI through the power of print. Caroline Shafer will speak to the role of print in today’s multidimensional customer journey. Hear their lessons learned and discover how their success can apply to your integrated marketing efforts.
Learn about: • Global Paper Dynamics • Data-Driven Strategic Testing for Efficient Customer Contact • Sustainability Efforts Within Paper/Print
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Caroline Shafer
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Chief Sales Officer
Media Horizons
Harry Rice
Account Executive
Lindenmeyr Central & Book Publishing
Robin Widmann
Business Development Manager, Corporate Accounts
SAPPI
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10:50am - 11:15am
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NETWORKING BREAK
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11:15am - 11:55am
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DIRECT MAIL CREATIVE PROCESS ENHANCEMENT
A discussion diving into the creative process enhancement journey for two different lines of business within American Express and the impact across direct mail. Join us, along with our agency partners Kern & Sage, who will provide an external lens, as we review what sparked the idea for this near-term enhancement within direct marketing excellence and how we executed by partnering both internally and externally to deepen engagement and increase quality to create effective direct mail that provides greater access, accuracy, assistance, and agility when used in combination with digital channels.
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Moderator: Gina Negrin
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Director, DM Execution, US Marketing & Enterprise Campaign Solutions
American Express
Matt Pontone
Director, Customer Growth Direct Marketing-US Consumer Marketing
American Express
Monica Peixoto
VP Client Services
Kern, an Omnicom Agency
Janet Huang
Senior Manager, Prospect Direct Marketing
American Express
Anne Kottler
Founding Partner + President
Sage
View Video
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11:55am - 12:35pm
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UNLOCKING LOYALTY: 5 RESEARCH-DRIVEN INSIGHTS
Customer loyalty is much more nuanced than points-based rewards programs! Explore five research-backed strategies with real-world examples from brands like Patagonia, Lego, Native and more. You'll walk away with a score of new ideas that you should embrace to drive true loyalty and connection. Lauren Ackerman, VP Client Strategy at J.Schmid will share insights related to customer loyalty and translate them to marketing tactics that will:
• Use emotion to move your audience • Build a strong community with social media and in-person events • Refine the customer journey around the points of the purchase – online and offline, from triggered emails to the box experience • Turn error into opportunity by above-and-beyond handling of returns and mistakes • Prove you “know” them with customer journey messaging, personalization, versioning in direct mail and beyond
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Lauren Ackerman
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VP Client Strategy
J. Schmid & Associates
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12:35pm - 1:35pm
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NETWORKING LUNCH
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1:35pm - 2:15pm
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MAIL + OMNICHANNEL MARKETING: MEETING TODAY’S CUSTOMERS WHERE THEY ARE
Heading into 2024, our ability to engage consumers on their terms is more important than ever. In this session, we’ll dive into how to craft an omnichannel strategy that reflects the reality of how consumers live now, their changing expectations — and how to adapt with new marketing tools designed to fuel our marketing success. We’ll also explore how we can merge physical and digital marketing technology by unlocking new innovations and capabilities that are turning direct mail into an omnichannel experience.
Takeaways:
- Consumer insights and challenges
- New marketing tools and technologies
- Reevaluating channel strategies
- The pitfalls of cost to ratio marketing
- How direct mail powers omnichannel success
- Informed Delivery mail and social sharing opportunities
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Chris Karpenko
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Executive Director of Brand Marketing
United States Postal Service
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2:15pm - 2:55pm
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AUTHENTIC ENGAGEMENT OF NEW AUDIENCES - HOW ST JUDE TURNED GAMERS INTO DONORS
As part of a year-long fundraising campaign, St. Jude PLAY LIVE® attracts thousands of gamers and content creators everywhere to show off their skills during Challenge Season, which raises funds and awareness for childhood cancer research and treatment. This community has raised more than $50 million cumulatively and shows no signs of slowing down. Streamers can earn tiered St. Jude prizes and are offered incentives of their own to level-up donations, including taking pies to the face, skydiving feats, etc. Livestreaming platform TWITCH even kicked off Challenge Season by donating $40,000 to four creators and gamers and has pledged $20,000 in matched funds to a father-daughter duo.
Learn how ALSAC/St. Jude harnesses all this engagement to develop marketing strategies to convert these relationships into a solid donor base. Discover what you can learn from their tactics that can apply to your acquisition efforts?
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Dave Lew
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SVP of Strategic Marketing
ALSAC/St. Jude Children’s Research Hospital
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2:55pm - 3:00pm
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3:00pm - 5:00pm
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NETWORKING RECEPTION
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