Monday, September 22
1:45-2:30 p.m. M501
Turning Your Marketing Department into a Profit Center
Speakers: Steve Churm, President, Churm Media
Anna Romiti, VP, RipeOrange
Imagine transforming your marketing department from a support service into a revenue center. It's happening at more and more companies as publishers begin to offer more than just print ads. In this session you'll learn how, with not much effort, you can expand your department into a creative services operation that actually charges customers for your services. We'll cover techniques for marketing your services, establishing pricing, and training your staff to work with customers.
2:45-3:30 p.m. M502
Quelling Promotion Overload
Speaker: Lou Ann Sabatier, Principal, Sabatier Consulting
Magazine marketers have more on their plates than ever when it comes to promoting their brands. Circ-requals, email newsletters, advertiser promos, event invitations, Webinars… the list goes on. But are your recipients getting so much email from you that they're tuning you out? Or worse, opting you out of further communications efforts? In this session you'll learn strategies for avoiding promo overkill, how to consolidate promotions, build a promotion calendar and stick to the schedule.
3:45-4:30 p.m. M503
Database Marketing Strategies
Speaker: John Rockwell, VP, Marketing & E-Media, Chemical Business Media, Access Intelligence
True targeted marketing requires an understanding of segmentation and demographics, and a system for collecting, housing, and retrieving your data—across all of your channels. In this session you’ll learn how Access Intelligence shifted the business-development focus of its database to encompass direct response, SEM and traditional sales techniques to boost the performance of its marketing activities. Find out how Access Intelligence dealt with issues surrounding creating the database and determining who has access to it, and how those individuals can best guide the strategies behind its use.
Tuesday, September 23
9:45-10:45 a.m. T511
Cost-Control Strategies for Marketing Managers
Speaker: Lou Ann Sabatier, Principal, Sabatier Consulting
Producing printed promotional materials, managing trade show exhibits and shipping and mailing promo materials is costly business. In today's tight economic environment, cost-control is a hot topic and your value to your organization increases when you proactively seek out ways to manage expenses. In this session, you'll learn how to identify savings opportunities, how to work with your vendors to ensure you're operating at peak efficiency, and how to develop and document a cost-reduction strategy that you can take to management.
11:45 a.m.-12:30 p.m. T512
Creating Winning Media Kits and Sales Tools
Speaker: Edwin Bragg, Marketing Director, GQ Magazine
The sales team needs more ammunition than ever before to help them sell all of their products. But what do they really want, and what do their customers really need to make a buying decision. In this session you'll learn the essential elements of a winning media kit and the collateral materials that tell the right story, in the right format. You'll find out what gets printed and what gets posted, and how to design support materials that sell.
2:45-3:30 p.m. T513
E-mail Marketing Survival Guide
Speaker: Bill Baird, President, Baird Direct Marketing
E-mail marketing is still the best method for promoting your magazine's activities, opportunities, and growing your subscription base. But sending out e-mails is the easy part, ensuring they're anticipated, welcomed, and acted upon is the challenge. This session will provide an overview of how Incisive Media uses lifecycle marketing, recency, and customer lifetime value tactics to track and boost open rates.
4:45-5:30 p.m. T514
Upping your Marketing SQ (Success Quotient)
Speaker: Gordon Plutsky, Director, Marketing and Research, King Fish Media
Successful marketing managers contribute beyond their job descriptions. In this session you'll learn the 5 essential steps you can take to increase your value and contribution to your company, enhance and measure the impact you make on your organization, and become a vital and tangible contributor to business success.
Wednesday, September 24
9:15-10:00 a.m. W521
Getting in Sync with Designers
Speakers: Jessica Bucher, Group Fulfillment Manager, Yoga Journal and Backpacker
Debbie Kane, Director, Partnerships and Web Marketing, Active Interest Media
Successful marketing programs require the graphic interpretation of a marketing strategy. In this session, you'll learn how the marketing team at Active Interest Media effectively communicates ideas for its numerous web and print promotions to the creative team as well as how they manage sensitivities and successfully translate customer needs into on-target marketing solutions.
11:30 a.m.-12:15 p.m. W522
Creating and Packaging Reader Research for Sales Development
Speaker: Linda Ruth, President and CEO, PTSS (Publishers Total Sales Services)
As salespeople face the double challenge of retaining customers and finding new ones, one of their most effective selling tools is market and reader research. In this session you'll learn how to create surveys that elicit the kind of information that can benefit both the sales and edit teams, such as posing the right questions to get the results you need and packaging in a way that tells your story and generates sales.
12:30-1:15 p.m. W523
Winning Strategies for Promoting Webinars
Speaker: Marion Delaney, Associate Publisher, Advertising Sales Director, IEEE Media
Webinars and Webcasts are producing significant revenue streams for publishers. The attraction for sponsors is not only the registration database they typically get, but also the exposure they receive via the promotion of the telecast. In this session you'll learn how to support and maximize audience attendance and sponsor commitments by creating promotional plans that supercharge your Webinar stats, including tips for promoting to attendees, reducing no-shows, and using your assets to maximize revenue impact and customers satisfaction.
