Educating marketers since 1988
  

Monday, June 17 ~ 1:00 p.m. - 3:00 p.m.

Hamilton Davison, President, ACMA & Kara Richmond, Postal Specialist, Quad

Washington Update: What you need to know and how it will affect you, or what you can do about it if you are motivated (besides hide). 

Catalogers, e-commerce merchants, and most other direct/remote marketers face a potential five-fold threat to their businesses. The problem is, many aren’t seeing it coming. When catalogs were hit with a 20%-plus postage increase in 2007, most didn’t see that coming either. By the 2010s, many had folded.

This session will examine the very real threats of a potentially huge postage increases, the chaos  caused by the 2018 Supreme Court Wayfair ruling on remote sales tax collection, the ramifications of California’s soon-to-be-enacted Consumer Privacy Act, “foreign” regulation of your business such as California’s Proposition 65, and tariffs of 10% (and possibly as high as 25%) that all marketers face for imported goods.

All this could hit remote marketers one by one throughout the next year. Can your business handle it? How can you prepare for it so you’re not left out in the cold? This session will explain the full story and what we as an industry need to do to combat this “tsunami” in an action-packed discussion with no punches pulled.

Kara Richmond will join this discussion and expand on ways marketers can mitigate postal increases as well as the other “rules and tools” of using the mail that marketers need to be aware of.

Jim Hall, President and CEO of The Vermont Country Store will join Hamilton and Kara and discuss the hot issues from the side of a seasoned cataloger!


Monday, June 17 ~ 3:30 p.m.

Colton Weaver, Paid Search Specialist, The Orvis Company
Growing Your Paid Search Business Through Innovation

Search advertising is constantly changing, and it can be difficult to stay up to date on best practices in this fast-paced digital environment. Discover how to best leverage paid search and shopping ads on Goggle and Bing for your business, and how Orvis has grown its Paid Search business through innovative product adoptions.


Tuesday, June 18 - 8:30 a.m.

Keynote Speaker:  Bram Kleppner, CEO, Danforth Pewter
Facing Hard Truths: How we redefined our brand to connect with our future customers
Danforth started the decade with some real strengths: a 260-year Danforth family tradition of working with pewter; deep experience creating delightful pieces from this wonderful, versatile metal; a loyal group of customers; talented, charismatic founders; a dedicated team of artisans; a brand that spoke to elegance of design and quality of production. 
But all was not well. As Danforth's founders moved into retirement, and the world moved online, Danforth had to face up to the fact that some of the things we loved were either uninteresting or outright negatives to our future customers. 
This is the story of how we identified what had to change and found the courage to try, and the set-backs and wins we had along the way. 

9:45 a.m.

Ken Reig, CEO, Eight Oh Two Marketing
Content Marketing Done Right

Every business wants to be the authority on its products or services, and many of us are - or even claim to be - without proving it. In this 'Age of Assistance,' your target customers want information right away. If you're not the top result when they look for it, your competitor will answer their questions instead - and become the perceived authority. 

We'll discuss:

  • Why Google favors quality content, and how it recognizes the 'good stuff'
  • How you can use 10X content
  • Investing in content and measuring its performance
  • Case Studies
11:00 a.m.

Peter Moloney, CEO, Loyalty Builders
Better data for data-driven marketing

The future is uncertain, unless of course you can predict it. If you could, why would you waste your marketing budget on customers who are not ready to buy this period? Why not concentrate on customers who, if tempted by your marketing, would buy? By using more advanced data science, you can leverage probabilities to remove uncertainty in marketing. 
In this session, we'll discuss how you already have the people, systems, and data you need to get started, how easy it is to stack the odds of campaign success in your favor, and how retailers like Kirkland's, Modell's, and Allen Edmonds use it to lift incremental revenue from catalogs, emails, digital media, and more. 

12:00 p.m. Lunch

1:45 p.m.

Jean Giesmann, Executive Creative Director, Creative Consulting
How to maximize print in a digital world: Is print dead? Or still alive and kicking!

You hear it everywhere. Brand X cut their page counts. Brand Y reduced circulation. Brand Z dropped their catalog entirely! Is the print catalog dying? Certainly not! But its role is changing and evolving. We must learn how to use this tool as part of an integrated multi-channel strategy. 
In this session Jean will explore how you can utilize print in a multi channel environment. As well as insure your brand doesn't get diluted in the mix.

You'll learn: 

  • Techniques on customer engagement
  • How to tell your brand's unique story
  • Pagination strategies that improve response
  • Methods of driving web traffic
  • Design principles that maximize product potential 

Address: 479 Barberry Hill, Woodstock, VT 05091

Phone: 802-457-2807

Email: VTNHMG@VTNHMG.org

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