Ask-the-Experts Roundtables is a great way to join the discussion. On June 16 and 17, from 12:00 P.M. – 12:45 P.M., grab your lunch and pull up a chair at one of these moderated discussions located at the back of the exhibit hall floor.

 

Tuesday, June 16
12:00 P.M. – 12:45 P.M.

Lead Nurturing: Extracting additional ROI from your Lead Generation Campaigns
Ok, you just received a bunch of leads and closed about 5-10% of them. You spent good money to get that other 90-95%, but they’re not yet ready to buy.  This session will explain how to extract ROI from those leads that are still sitting on the fence.  By building a communications continuum with the not-quite-ready leads, your business will be top of mind for when they’re ready to get off the fence and purchase.

Roundtable moderators:

Danette Dickerman is the long form media director of CMedia. Previously she managed Nautilus’s direct response media budget for the Bowflex brand.  Danette currently serves on the Segment Advisory Council for the DMA’s Broadcast Group and participates in Electronic Retailing Association special interest groups.

Andrew Gordon is the founder and president of Direct Impact Group. He is a nationally recognized expert on DR radio and DRTV and is the architect of Direct Power Branding™. Gordon serves on the Segment Advisory Committee for the DMA Broadcast Council, is active on the ERA Radio Council, and is Chair of the ERA Television Council.

How Marketers Can Market More Efficiently and Effectively With Digital Editions
This roundtable will provide marketers with an in-depth look at how to optimize your sales, marketing and product materials by creating interactive digital editions and the benefits for small, medium and large companies, agencies and marketing departments.

Roundtable moderator:

Jeff Cohen, CMO of Zmags, is responsible for launching the movement that enables marketers to engage readers online through Interactive Collateral Management (ICM). He created PC banking, online banking and eBill for CheckFree, edocs and the online solutions for Oracle.

 

Wednesday, June 17
12:00 P.M. – 12:45 P.M.

How Does A Consumer's Financial Situation Impact Purchase Decisions?
Most marketers use demographics or past purchases to predict which consumers are likely to be interested in a given product. But, in order to translate product interest into purchase action, it is important to know whether or not your consumer has an ability and willingness to pay. To what extent do you consider a consumer's financial situation in your targeting efforts, and what measures have proven most effective?"

Roundtable moderator:

Kerry Morris is vice president of product management at Equifax. He has over 15 years experience managing complex marketing businesses, with deep expertise in direct marketing and analytical marketing. He holds an M.B.A. in finance from Emory University.

How to incorporate Hispanic Direct Response Broadcast Into Your Multichannel Marketing Mix
Hispanics are the fastest growing segment of consumers.  Understanding the differences in their culture and what motivates them to purchase goods and services is key to a successful advertising campaign.  Do you know how to buy effective media?

Roundtable moderators:

Joan Renfrow is president of Onyx Productions, Inc. With a client base of advertisers, ad agencies and television direct marketers, Renfrow has overseen creative and production for national, regional and local campaigns for both Anglo and Hispanic Markets.

Rick Sangerman is senior vice president of A. Eicoff & Company. He helped launch Eicoff Hispanic DRTV Media Group. As an international speaker on DRTV Media he helped Spain start DRTV in that country. He is also a member of the DMA Directo Council.