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Response Expo 2012 Announces Roster of Speakers and Sessions

11 Apr, 2012 By: Jackie Jones

SANTA ANA, Calif. – Response Expo 2012 returns to San Diego for its sixth consecutive year on May 15-17 with an impressive list of the industry’s top marketers – as well as an American military hero – joining the ranks of speakers at this year’s premier event for direct response marketers.

Former lead solo pilot of the renowned Blue Angels and Response Expo Keynote Speaker John Foley will kick off the week at 5:30 p.m. on Tuesday, May 15 at the Hilton San Diego Bayfront, while Wharton School of Business Professor Cassie Mogilner, Capital One’s Patrick McLean and leaders of the finalist companies in the 2011 Direct Response Marketing Alliance’s Marketer of the Year competition – Hearthware Inc.’s David Choi, Hampton Direct’s Steve Heroux and BJ Global Direct’s BJ Fazeli – are just a few of the more than two dozen industry leaders who will speak May 16-18 on retail distribution, maximizing online, expanding into digital media, social marketing and more.

“Response Expo 2012 marks the sixth year of the conference and exposition that DRTV executive attendees call a ‘must-attend’ event. Our focus for 2012 remains identical to all of our previous events – uncovering opportunities and growing businesses. Our seminars and speakers all stem from the Response Expo tradition of keeping it all focused on the bottom line,” said Thomas Haire, Response Expo content director and Response Magazine editor-in-chief.

Foley has logged thousands of hours in the cockpit of F/18s and other jets as a member of the Blue Angels flight demonstration squadron. A graduate of the United States Naval Academy, he holds Masters’ degrees in business management from the Stanford Graduate School of Business; in international policy studies from Stanford; and in strategic studies from the Naval War College.

Response Expo 2012 attendees have ample opportunities to gain crucial knowledge throughout the week after the Keynote Address, as well. This year’s panels and speakers, presented by Manatt Phelps & Phillips LLP, include:

Wednesday, May 16
10-11 a.m.
The DRMA Masters Course — Customer Engagement: Join Professor Cassie Mogilner from the University of Pennsylvania’s Wharton School of Business for her interactive discussion on consumer engagement. Get an Ivy League viewpoint for what you need to know when considering how best to develop and promote your products to ensure customers’ engagement with your offering. Speaker: Cassie Mogilner, Wharton School of Business. Moderator: Peter Koeppel, Koeppel Direct

11:15 a.m.-12:15 p.m.
Breaking the Funding Code: No matter whether you’re a company marketing a product, an agency or a DR-industry service provider, chances are you’ve thought about finding additional funds to start — or kick start — your business. Hear from three leading venture capital firms on what they look for when investing in businesses in the DR space. Speakers: Chris Montgomery, CSKK Consulting Inc.; Jed Simon, FastPay; Samit Varma, Anthem Ventures; Derek Walton, ICFO Capital. Moderator: Scott Barbour, Cre8tive Partners


12:30-1:30 p.m.
Quiet Giants:
Think you know all of the marketing companies behind those winning DRTV products? Think again! Hear from key leaders in the DRTV marketplace whose genius has long spoken for itself — flying under the radar while selling millions of units. Find out how the marketers behind such products as Strap Perfect, Urine Gone, Mighty Putty, Mighty Mendit, EdenPure, Grout Bully and Truly Clear found and built on their success. What are the common winning DRTV threads that can be implemented by most marketers? And what do they see as challenges and sweet spots for the industry's future? Speakers: Richard Davidson, Ag NanoTech; Shelly Hufford, Suarez Corp. Industries; Steve Silbiger, Plymouth Direct. Moderator: Gene Silverman, Hawthorne Direct

1:45-2:45 p.m.
When and When Not to QR Code:
It’s the latest mobile marketing buzz, but are QR codes right for you? Learn why you should consider using them, where they work best and why they don’t work for all products and services from this expert panel. Speakers: Kristen Grant, American Cancer Society, with more to come!

3-4 p.m.
Navigating the Retail Maze:
When should you take your DR product to retail? What’s the right retail outlet to start in? Should you go big (with a Wal-Mart or Target) or start in a niche retailer? Or should you go direct to online retail? The road to retail is truly a maze. But our retail and marketing experts have the answers. Speakers: Andy Khubani, IdeaVillage Products Corp.; Chuck Khubani, Ontel Products Corp.; Bernard Luthi,; John McLemore, Masterbuilt Manufacturing Inc. Moderator: Dick Wechsler, Lockard & Wechsler Direct

Thursday, May 17
10-11 a.m.
DRMA Marketer of the Year Finalist Roundtable:
Leaders of the three finalist companies for the 2011 DRMA Marketer of the Year award dish on the secrets to their success and some of the industry’s hottest current topics. Speakers: David Choi, Hearthware Inc.; BJ Fazeli, BJ Global Direct; Steve Heroux, Hampton Direct. Moderator: Thomas Haire, Response Magazine

11:15 a.m.-12:15 p.m.
Expanding DR's Perspectives:
A confluence of mobile marketing, social media and retail opportunities continue to create new avenues for DRTV products and marketers. Join our speakers in a lively discussion of how you can best apply some of the hottest technology to your DR campaign and increase sales volume. Speakers: Shail Prasad, TELEBrands; Scott Reid, Oak Lawn Marketing. Moderator: Jennifer Tarsitano, E+M Advertising

12:30-1:30 p.m.
Counterfeits, Knockoffs and Digital Reputation Management:
How does the DR industry define and delineate between counterfeits and knockoffs? And how should the industry attack the issues surrounding both while leaving politics by the wayside to do what's right? At the same time, issues surrounding online reputation management, where marketers are "stealing" other marketers’ keywords and drafting off of media buys are adding to marketers' headaches. Find out how the industry can combat what is essentially intellectual or digital counterfeiting. Speakers: Jeff Campbell, Sensa; Denise Kovac, Full Service Marketing/Baby Genius; Johann Verheem, FitnessIQ. Moderator: Linda Goldstein, Manatt Phelps & Phillips

1:45-2:45 p.m.
How Social Media Impacts Your Customer:
With more consumers taking control of the marketing conversation, a great social media plan can be the best way to ensure positive consumer engagement, continuity, customer retention and loyalty. Hear from marketers who have used social media to turn the conversation into sales. Speakers: Steven Aquavia, Bosley; Rachel Braun Scherl, Semprae Laboratories; Patrick McLean, Capital One. Moderator: Greg Sarnow, Direct Response Academy

3-4 p.m.
How to Convert All the Orders You Didn’t Get:
With direct sales becoming tougher to close as retail gains momentum in the DR space, save-the-sale programs — both via teleservices and online — have become crucial. Hear from marketers who have had great success converting apparently lost sales opportunities. Speakers: Pat Boos, Time Life; David Scudder, American Telecast. Moderator: Doug Garnett, Atomic Direct

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