Committees | Events & Webinars | Data & Direct Marketing | ANA

Data & Direct Marketing

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Welcome and Introductions (11:00am - 11:15am)
Tina Jordan, Director, ANA

I. 3 Data-Driven Ways to Drive Revenue Through Deeper Multicultural Understanding 
(11:15am - 11:50am)

It's a new year to reach your EOY goals. To do that, you need to start now to target consumers on a deeper level. You need to specifically reach those who will help you drive revenue, optimize ad spend, and meet your KPIs. Multicultural understanding is critical to that outreach. Flat demographics won’t get you there. You need to break through the clutter and connect with consumers on a deeper level using the values, motivations, and drivers that vary from individual to individual.

In this data-driven session, you’ll learn:

  • Why splitting segments on ethnicity alone is not good enough when you’re speaking to multicultural audiences.
  • How consumer sentiment is continuing to evolve, particularly around customer comfort levels and preferences, and how that impacts these groups.
  • How values light a fire under your creative that can’t be replicated with flat demographics –– and how that builds connection, increases loyalty, and drives revenue.

Ericka McCoyChief Marketing Officer, Resonate

II. "Keep Us Posted" - Opportunities and Challenges for Mailers in 2022 (11:50am - 12:30pm)

The Market Dominant Mailing Industry provides the majority of volume and revenue for the USPS; however, we are not always treated as an essential stakeholder. Consequently, significant rate and service decisions have and will continue to be made without considering the impacts on mail marketers. We must rally together to demonstrate the vital role we play in the industry, and advocate for the consideration we deserve as a critical customer and partner of the Postal Service.

During this session, you will learn about Keep US Posted, a multi-year, multi-generational public relations campaign designed to tell our industry story and promote the value of mail for the purpose of strengthening our stature to better advocate for long-term affordability and reliability. Keep US Posted awards service providers with an industry “best practice mark” that demonstrates commitment to the Keep US Posted principles. Find out more.

Congressman Kevin Yoder (R-KS), Former Member of the U.S. House of Representatives from Kansas' 3rd District
Erin Brower, Senior Director Government Affairs, Hallmark Cards

III.  Member Roundtable (12:30pm - 1:00pm)

Open session to hear updates on issues and bring up challenges for group discussion and possible solutions.