MONDAY, FEBRUARY 26, 2018
How to Improve Your Better Business Bureau Rating
5:00 p.m. – 6:00 p.m.
Moderator: Jeffrey D. Knowles, Venable LLP
Speakers: Rod Davis, BBB Southeast Florida & the Caribbean; Peter Marinello, ERSP; Steve Thorne, Paradigm Direct
It is somewhere between difficult and impossible for industry participants to figure out how the BBB derives its company ratings. Further, the process for engaging with local BBB to address outstanding issues is often a landmine of missed communication and opportunity. These public consumer-facing scores are often used by the Federal Trade Commission and State Attorneys General to guide their enforcement activity. For many, this score has the potential to affect millions of dollars in heartache and lost revenue. Join our expert panelists as they explore how local BBBs fit into the CBBB ecosystem and how to successfully engage to ensure the best possible review and rating outcome for your business.
TUESDAY, FEBRUARY 27, 2018
Has DRTV Met Its Demise? If Not, What’s Next for Marketers?
10:00 a.m. – 11:00 a.m.
Moderator: Jack Kirby, Havas Edge
Speakers: Keith Mirchandani, Tristar Products, Inc.; Ranjit Mulgaonkar, TeleBrands; Duryea Ruffins, Quigley-Simpson; Taft Zitoun, Revenue Frontier
As direct marketers continue to grapple with the realities of media fragmentation and ever-shrinking TV audiences, they must also confront the 800-pound elephant in the room: the fate of direct response television (DRTV). Is TV marketing really dead? Or, are we merely failing to fully integrate our traditional DR strategies into today’s digital marketing environment? Which brands are successfully leveraging these platforms to reach a wider demographic and achieve greater ROI? Join our panel of leading marketing experts for what’s sure to be an engaging hour, as we address this controversial issue head on and invite conference attendees to weigh in on the conversation.
Addressing the Counterfeiting Epidemic
3:15 p.m. – 4:15 p.m.
Speakers: Rory J. Radding, Locke Lord LLP; Jennifer De Marco, Allstar Products Group
Counterfeiting is a widespread epidemic that just about every direct response marketer around the globe can relate to — no matter if your company is large or small. According to the International Anti-Counterfeiting Coalition in Washington, D.C., counterfeiting is a $600- billion-a-year problem. In China, it’s actually referred to as shanzhai, meaning “mountain stronghold,” which is often linked to a bandit culture. Our session will help you explore tools and techniques to counter counterfeiting and shine a bright light onto the people and companies responsible for this global outlaw ecosystem of fake goods. This discussion will explore the unique challenges that arise from the Counterfeiting epidemic focusing on what efforts you can take in preparation, prevention and enforcement.
Bang the Drum: the New Paradigm of Tribal Marketing in a Digital-Dominant World
4:15 p.m. – 5:15 p.m.
Speakers: Rick Petry, Rick Petry Creative Writer, LLC; Andy Latimer, Bluewater Media
Advertising is no longer enough. Direct marketers have to build, nurture and disseminate content that involves not only their own efforts, but also those of social media influencers, the media and other forces that may, sometimes, feel outside of their control. This one-hour session — led by industry thought leaders Andy Latimer and Rick Petry — will demonstrate how to employ a combination of offensive and defensive tactics to create defendable and lasting category leadership. Our team of presenters will employ real-world examples to vividly illustrate how to harness the most effective approach.
Note: Information is subject to updates.