How Marketers Can Out-Sell, Out-Promote and Out-Market the Competition and Get |
Sponsored by: |
Despite the dire forecasts, organizations need to ask themselves if smart marketing actually can help them profit from a slowdown in consumer spending. Savvy marketers know that less emphasis on marketing, even in challenging economic times, equals fewer sales. In addition, experience from previous slowdowns shows that too much focus on customer acquisition at the expense of customer retention equals increased churn.
During this virtual seminar, you will learn how to build loyalty through customer relationship management programs, while measuring which of your multichannel programs are generating the biggest returns. Attendees will also receive a free copy of “Marketing Success in an Economic Slowdown.” This whitepaper argues that now is the time for marketers to amp up their efforts, focus in on existing customers, and use science to drive nimble marketing decisions.
You will walk away with:
- Practical advice on how to move marketing from being thought of as a cost center to being truly valued as a revenue generator
- Recommendations on how to deal with the changing economic climate and emerge in a stronger, more confident position
- Knowledge to apply science to marketing to help maximize profit from every marketing dollar spent
- Strategies to defend your customer base by focusing on creating a positive customer experience
- An understanding of how analyzing channel response can show the value of any mailing and its affect on internet and in-store sales - allowing for better marketing integration and strategic planning
You’ll also learn:
- How engaging with customers during a slowdown and how superior customer experience provides the opportunity for sustained competitive advantage.
- The numbers behind loyalty – you’ll hear real case studies about how increased customer loyalty and greater retention impacts the bottom line.
- How marketing campaigns can be highly successful through customer-centric, cost- effective tactics.
- Ways that promotion response analysis enables critical decision making - including where to spend advertising dollars to ensure the biggest impact on sales and profitability.
- How multichannel response analysis can show the relationships between promotional channels and how accurate analysis of each channel empowers marketers to allocate marketing resources correctly.
Speakers:
Nancy Shaver,
Insight Strategist, Decision Sciences, Experian Marketing Services
Nancy Shaver is an insight strategist for Experian Marketing Solutions’ Decision Sciences team. In this role, she leverages both her strategic vision and extensive hands-on direct and database marketing experience to help Experian’s clients develop and implement achievable database marketing solutions that deliver measurable business value. Through a combination of her work across a range of clients including retail, telecommunications, consumer packaged goods, and financial services, as well as her deep operational and strategy experience, Nancy is able to help clients translate their CRM strategies and goals into practical and effective initiatives which link a positive customer experience with bottom line results.
Nancy has over 25 years of experience leading marketing database organizations as well as delivering data, analytical, and technical services. Prior to joining Experian, Nancy was a principal and founder of 6C Consulting, specializing in optimizing multichannel customer marketing effectiveness. She has also held senior management positions at MCI and Claritas. Other experience includes participation in a campaign management software start-up, as well as extensive client and operational management at a marketing service provider.
Nancy has been a speaker at industry conferences and has been a board member of the DMAW Educational Foundation and TransAmerica Marketing. Client relationships have included several of Experian’s large strategic accounts.
Nancy holds a Bachelor of Arts from Wellesley College and attended the MBA program at Mary Washington University.
Ken Bianchetti
Senior Director, Product Marketing, Experian Marketing Services
Ken Bianchetti is senior director of Product Marketing for Experian Marketing Services. Bianchetti has, throughout his career, worked with marketers on all facets of market segmentation, cleansing procedures, database and production processes, and performance measurement systems. Currently, Bianchetti is responsible for Experian Marketing Services’ list processing products, including address hygiene duplicate identification and multi channel measurement.
Doug Gilbert
Senior Director, Product Marketing & Postal Affairs, Experian Marketing Services
Doug Gilbert is Senior Director, Product Marketing and Postal Affairs for Experian Marketing Services. A senior manager with a strong focus on helping marketers increase promotional performance, Gilbert is responsible for Experian Marketing Services customer data integration products and solutions, as well as responsibility for postal affairs and international marketing services. He has a proven record of developing solutions and assisting marketers within the catalog, retail, financial, automotive, and package goods markets.
Ways to Register
| Online: | Register Now |
| Fax: | 212.302.7643 |
| Phone: | 212.790.1500 |
| Mail: | Printable Form DMA Customer Service 1120 Avenue of the Americas New York, NY 10036-6700 (Check payable to DMA) |
For questions/inquiries, call DMA Customer Service at 212.790.1500 or e-mail customerservice@the-dma.org.
Sponsored by The DMA Catalog & Multichannel Marketing Council
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