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Find the right mix of media, marketing and magic to keep customers up and costs down. You'll get your weekend's worth of dynamic sessions, panel discussions and case studies led by the best minds in the business.
- Get the 1999 State of the Catalog Industry Report -- the latest ground-breaking information on the trends that drive the catalog industry.
- Explore proven strategies for creating the Internet communications program that will give you a state-of-the-art media mix.
- Learn today's best approaches to catalog brand building and customer loyalty.
- Hear how The Vermont Country Store grew its business from the ground up.
- Network with hundreds of catalog executives from around the world.
Saturday, October 23
2:30 - 3:45 p.m.
Power Forum: The DMA's 1999 State of the Catalog Consumer and Industry Report
The $93 billion catalog industry is a vital sector of the U.S. economy. The results of two comprehensive DMA catalog research efforts will be showcased:
* Catalog Non-Buyers: Who Are They and Why Don't They Shop by Mail? * The 1999 State of the Catalog Industry Report - First Time Being Released in Full! Ground-breaking DMA consumer research will focus on the 40+ percent of the U.S. population that has never shopped or has stopped shopping by catalog. What are the demographics? What's behind the non-buyer behavior? What can the catalog industry do to break down barriers? The 1999 catalog industry survey will showcase the dynamic trends and practices that drive this industry, including special focuses on marketing (including interactive), merchandising, operations, financial, and strategic planning, and give you economic projections for catalog sales, expenditures, and employment through 2004.
Moderator: Ann Zeller, Vice President, Information & Special Projects, The DMA
Speakers: Jack Baer, Vice President, Muldoon & Baer; Bill Dean, President, W.A. Dean & Associates
Anne McConnell, Director, Research, The DMA
4:00 - 5:15 p.m.
Building Your Catalog Business by "Prospecting Outside the Box"
This session will address the different types of alternative media available to catalogers.
* Hear the latest case studies of catalogers utilizing alternative prospecting methods
* Discover alternative media options for prospecting, understand the relative costs associated with each alternative prospecting method, and gain insight into the pros and cons of each of these alternative approaches
Speakers: Brian Blanchard, Director, Business Development, Novus Marketing
Michael Montalbano, Vice President, Sales & Marketing, Staples
Chris Pedersen, Manager, Lead Generation, Grand Circle Corporation
Creative Catalog Case Studies - Working Harder for the Bottom Line
This session explores how to design customer communications that produce specific results and cure what "ails" most catalogs.
* In-depth case studies will present creative solutions that speak to that one-time buyer with a low average order
* Learn how these panelists design catalogs that work harder for the bottom line
Speakers: Lois Boyle, Senior Vice President, J. Schmid & Associates
Beth McIlroy, Manager, Catalogue Creation, Sears, Canada
Jean O. Geismann, Creative Director, Plow & Hearth
Excellence in Operations - Finding Your Catalog's Growth and Profit Improvement Process
This session will take you through a step-by-step process for streamlining the operational well-being of your catalog.
* Discover the specific process that you can use to find the "sweet spot" between the often-conflicting goals of profit and growth
* Get an analysis of the current business cost structure, circulation performance evaluation, merchandise performance evaluation, the balancing of circulation and merchandising strategies, and the creation of the contact strategy and sales plan
* See how improvements can impact the profit-growth balance of your entire business
Speaker: Bert O'Malley, Principal,Bert O'Malley Consulting
Data Mining to Drive Profits for Catalogs
This panel discussion will review simple, time-tested strategies catalogers have used to mine their databases profitably.
* Discover new ways to mine customer data with your catalog
* Build the long-term value of customers with low initial orders
* Make the right offer based on past purchase
* Reach high RFM customers more often and gain proven strategies for mining marginal names
Speakers: Alan Weber, CEO, DataPlus Millennium, LLC
Anita Charney, Marketing Director, King Schools
Alan Rimm-Kaufman, Director of Marketing Research, Crutchfield Corporation
Sunday, October 24
8:45 - 9:45 a.m.
Opening General Session
Growing a Small Mail Order Business From the Ground Up!
The Vermont Country Store began in 1946 with the mailing of The Voice of the Mountains, a black and white catalog containing only 16 items, which was mailed to the founders' Christmas card list. More than 50 years later, that small black and white catalog is still being circulated.
Bob Allen will give a brief history of the company from 1946 until he joined it in 1982. He will chronicle the rapid growth period of the 1980's and end with a presentation of changes since 1994 that have been defined by a blend of entrepreneurship and strategic planning.
Keynote Speaker: Bob Allen, President, The Vermont Country Store
10:00 - 11:15 a.m.
Building a Creative Brand to Retain Loyal Catalog Customers
In this session, hear directly from those who have been responsible for brand building in their companies. If you have anything to do with the way your catalog business is run or presented to the outside world, then you will benefit from this session.
* Hear about the roles that marketing, merchandising and creative play
* Learn strategies proven to create differentiation and recognition
Speakers: Glenda Shasho Jones, President, Shasho Jones Direct
Jaye Ellen Goldberg, Creative Director, Tilley Endurables
Kathleen Schultz, Vice President, Business Development, Calyx & Corolla
Todd Simon, Executive Vice President, Omaha Steaks
A Catalog Marketers Guide to the Internet - Part 1
This session offers a strategic and high level tactical discussion focused on the concept of integrating the capabilities of an Internet communications medium with a catalog company's marketing and brand objectives.
* Explore examples of Internet tactics that are driven by core business strategies resulting in the most efficient media mix and operational solution for achieving corporate objectives
* Identify a typical catalog business' fundamental strategic objectives: branding, product, service, and financials
* Preview the basic functions, services and infrastructure that are required to support a typical range of internet marketing, customer service and e-commerce Web site initiatives
Speakers: Theodore A. Pamperin, Chairman, American Catalog Partnerships
Shawn Lockyear, Vice President, Catalog, Pleasant Company
Allen Abbott, President, American Catalog Partnerships
40 Catalog Circulation Ideas in 40 Minutes
Join this outstanding panel of catalog experts as they share their valuable circulation ideas with you in a dynamic format.
* Get the latest in merge/purge techniques, house file and prospecting strategies
* Learn how to get the most out of cooperative databases and modeling approaches that are sure to drive profits
* Get the most out of this session by coming prepared with a list of questions to ask
Speakers: Mallory Weil, Vice President, Brokerage & Consulting, Clark-Mackain
Cindy Marshall, Marketing Manager, Freeport Studio
Judith Roberts, Vice President, Circulation, Wine Enthusiast
Mark Friedman, Vice President, Marketing, Company Store
Michael McGarry, Senior Vice President, Marketing, Rivertown Trading
Charlie Silver, Vice President, Marketing, Direct Marketing Enterprises
"Show Me the Money!" - Making the Financial Investment for a Multi-Channel Catalog
Panel members will speak candidly and generally about the financial effects that occur when a single-titled catalog business crosses the line and opens up additional businesses.
* Learn procedures for evaluating potential investments in new channels
* Find out how to match the company's financial structure to the expanded business operations
* Get guidelines on internal accounting measurements of channel performance
Speakers: Will Vonklemper, President, American Catalog Partnership
Morlee Griswold, Director, Direct Marketing, Patagonia
Terry Patterson, Former President & CEO, Frederick's of Hollywood
Steve Tamke, Vice President, Mokrynski & Associates, Inc.
1:30 - 2:30 p.m.
Ensuring Customer Retention Through Multi-Channel Loyalty Programs for Catalogers
This session will review the strategic thinking necessary to determine the need for a customer retention loyalty program.
* Discover the basic components of all loyalty programs
* Find out how to design and maintain the program for your organization and how to monitor the results
* Learn how a catalog loyalty program works, how to set one up, brand and manage it without it managing you
Speakers: Deborah Pine, Principal, PreVision Marketing, Inc.
George Richards, President & CEO, Damark
Peter Howard, Vice President, Marketing, Ross-Simons
Small Catalog Survival Strategies - Competing With the "Big Guys"
This session will bring together a noted catalog consultant who works extensively with small catalogs and several leading small catalog managers who have "been there."
* Build a financial model that works for your industry and product line
* Learn merchandising strategies to help improve margins and help manage inventory more effectively
* Use your database to improve customer sales and profits
* Gain tips and techniques to improve creative presentation while saving money on color separations and printing
Speakers: Jack Schmid, President, J. Schmid & Associates
Elaine Sullivan, Catalog Founder, The Black Dog Catalog
A Catalog Marketer's Guide to the Internet - Part 2
This session will consist of a brief review of Part 1 and several case studies.
* Learn how adding the Internet to your marketing mix will give you greater results
* You'll be asked to outline a strategic opportunity/challenge and a description of the core Internet capability that was utilized to solve it
* The session will demonstrate that marketing on the Internet utilizes the same skills you are currently exercising through your other direct marketing channels
Speakers: Keith Wardell, President, Shop2U.com
Stephanie Healy, Manager, Interactive Sales, Omaha Steaks
Robin Lebo, Manager, Customer Acquisition,Crutchfield Corporation
2:45 - 3:45 p.m.
Integrating Merchandising and Marketing to Extend Your Product Line
This session will take you through the essential elements of integrating catalog marketing and merchandising to create a more profitable business.
* Get specific details on how circulation and list selection can impact merchandise plans, item selection, and sales results
* Understand the pros and cons of how item selection and category assortment plans can affect list selection and marketing plans
* Develop and execute balanced marketing and merchandising ideas and plans to create more profitable mailings
Speakers: Larry Shaw, Vice President of Marketing, Vermont Country Store
Phil Minix, Director of Merchandise, Vermont Country Store
A Catalog Marketer's Guide to the Internet - Part 3
This session will begin with a discussion of the functions that need to be understood and implemented in order to develop Internet-based programs.
Issues covered include:
* Site design, servers, site maintenance, transaction processing, and credit card security
* E-commerce engines, new product sales, marketing, and inventory liquidation
* Customer acquisition, customer service, and operational support
Speakers: Allen Abbott, Vice President, American Catalog Partnerships
Joe Cha, Partner, Xuma Technologies, LLC
Wilbur Swan, Director of Catalog, Esprit
"Smashing" Databases - Integrating Data from Multiple Sources to Streamline Your Business
Get the inside scoop from seasoned catalog marketing management as they discuss their successful use of data from a variety of sources.
* Gain an understanding of how to incorporate data from multiple sources and what data you must capture for each data source
* Walk away with some applications for multiple sources of data and see how cross-channel marketing can work for you
* Hear about which programs have worked and compare your experiences with the experts to see how multiple sources of data can be leveraged to consolidate your business and make it more profitable
Speakers: Michael Grant, President, Michael I. Grant & Associates, Inc.
Susan Rohr Dingwall, Director of Godiva Direct, Godiva Chocolatier, Inc.
Gary Ostrager, Vice President, Direct Marketing, Macy's By Mail
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