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Date & Time
Starts: Wednesday, September 9, 2009 at 9:30am
Ends: Wednesday, September 9, 2009 at 2:30pm
Location
United States Postal Service
North Texas Mail Processing Facility
951 W. Bethel Road
Coppell, TX 75099-9996
To Attend Via Phone and Webinar
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Agenda
Agenda
I. COMMITTEE WELCOME AND INTRODUCTIONS (9:30 - 9:45)
II. THE POWER OF DATA - A USPS CASE STUDY (9:45-10:45)
In today's marketing world, many companies are adopting integrated communication plans that tactically use data to develop a relevant dialogue with customers, and with the ability to drive profitable growth, reduce costs, and strengthen communication it's no wonder. According to a Rochester Institute of Technology study, customizing content raises response rates more than 500 percent. Allowing marketers to cut through the clutter of mass marketing and capture a prospect's interest while encouraging action. However, before you can successfully integrate this technology into your marketing efforts, you must understand it - all of it. From the dos and don'ts of when to use personalized communication to the importance of data - the most-critical element for success, attendees will learn the ins and outs of personalization as well as where variable data technology is headed. This session will provide an overview of variable data communication, the importance of data and the future of this application. Attendees will learn how personalized communication generates measurable ROI and explore future applications of the technology.
Speaker: Robert Ellis, Manager Business Alliances, United States Postal Service
Michael Robinson, Co-Founder/President, Performance DM, Performance Direct Marketing
III. MANAGING THE RISK OF DOING MORE WITH LESS (11:00-12:00)
We're all being asked to do more with less these days. Fewer dollars to spend means a lower margin for error. Yet time and again the best-laid plans are derailed by unforeseen or under-estimated forces that ravage the expected return and destroy professional reputations. From weather to channel disruption, from quality gaffs to competitive surprises, unmanaged and unmitigated risks sap the payback from otherwise successful market efforts. How can you help your marketing teams better prepare to succeed against these odds? This highly interactive workshop examines the most-common types of risks that affect marketing plans/programs and provides a simple framework for identifying and managing them.
• Which risk factors pose the most danger to your marketing plans?
• Which strategies can be used for managing or mitigating those risks?
• How do you risk adjust when deciding which programs or strategies to fund?
• How should the uncertainties of the economy, competition, and other forces beyond your control be accounted for?
• What are the best ways to communicate risks to others in the organization?
Speaker: Pat LaPointe, Managing Partner - MarketingNPV
IV. VERIZON'S "HOW SWEET THE SOUND" HITS ALL THE RIGHT NOTES - A Verizon Wireless Effie Awards Winning Case Study (1:00pm - 2:00pm)
What started out as a subtle marketing campaign devised to deepen community relationships, packed the house at the FedEx Forum in Memphis. With over 11,000 in attendance, Verizon Wireless was able to capture the heart of a community that has been traditionally hard to reach. The goal was to establish a more-competitive posture in Memphis, where Verizon's piece of the market was roughly half of its national market share. Traditional advertising wasn't breaking through to the consumer. The program was a contest called "How sweet the Sound," and a marketing campaign was built to bring it to life. "How Sweet the Sound," the search for the best church choir in Memphis was the brainchild of our agency Erwin-Penland. Come hear how Verizon Wireless integrated a campaign of product offerings around gospel music, the fabric of Memphis.
Speaker: Robyn Duval, Associate Director National Advertising - Verizon Wireless
V. OVERVIEW OF ANA COMMITTEES AND FUTURE TOPICS (2:00 - 2:30)
At this meeting of the ANA Southwest Marketers Committee, we will discuss the objectives and benefits of ANA committees. We'll also provide an overview of the "best of" recent ANA committee case studies, presentations, and initiatives. We seek your input and opinions regarding how YOU would like to shape future Southwest Marketers Committee meetings.
Speaker: Shepard Kramer, Senior Director Committees, ANA