Data Smart Omnichannel Marketing During Uncertain Economic Times Hosted at American Express

WELCOME REMARKS

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. 

Amanda Bailey

VP of Customer Marketing & Loyalty Lowe’s Companies

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

Caroline Shafer

Chief Sales Officer Media Horizons

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 impactful DM that provides greater access, accuracy, assistance & agility when used in combination with digital channels.

Moderator: Gina Negrin

Director, DM Execution, US Marketing & Enterprise Campaign Solutions American Express

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

Lauren Ackerman

VP Client Strategy J. Schmid & Associates

FOR 2024 AND BEYOND: LEVERAGING DIGITAL AND MAIL INNOVATION FOR MAXIMUM ROI

Going into 2024, many digital marketing organizations are now discovering the evergreen value of including mail in a hybrid strategy to drive growth. From increased 1st party data acquisition and customer sales to an efficient package delivery network to maximizing ROI, explore how organizations can merge physical and digital marketing technology to unlock new innovations and new capabilities from the United States Postal Service.

Takeaways:
• Informed delivery expansion opportunities
• Social Media sharing insights
• Expansion of USPS Initiatives/ Discounts
• Year to date USPS Initiatives metrics
• USPS Quick Tip Check list

Chris Karpenko

Executive Director USPS

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?

Dave Lew

SVP of Strategic Marketing ALSAC/St. Jude Children’s Research Hospital

CLOSING REMARKS