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Today's Sessions: Master's-level Insight Into Consumer Engagement, Big-Name Brands Including American Cancer Society and Sketchers, and More!

16 May, 2012 By: Jackie Jones

SAN DIEGO – Today’s Educational Sessions at Response Expo 2012 include an Ivy League viewpoint of what direct response marketers need to know when developing and promoting products, advice from venture capitalists on business investments in the DR space, insights from some lesser-known but extremely successful marketing companies behind winning DRTV products, case studies of big-name brands highlighting the benefits of cause marketing, and how DR companies can best navigate the retail maze.

Response Expo Educational Sessions are held in Rooms 400 and 410 of the Sapphire Level at the Hilton San Diego Bayfront, and are open to All-Access Badge holders only.

“Response Expo’s reputation for sessions that get down to business and speakers who have made success a common occurrence continues in 2012,” said Thomas Haire, editor-in-chief of Response Magazine and Response Expo content director. “From Wharton Professor Cassie Mogilner’s groundbreaking consumer research to the secrets of making products work at retail, attendees can only positively impact their bottom lines by attending today’s sessions.”

Mogilner, from the University of Pennsylvania’s Wharton School of Business, will discuss consumer engagement and what marketers should consider when developing and promoting products at “The DRMA Masters Course – Customer Engagement.” The session, moderated by Peter Koeppel of Koeppel Direct, is from 10-11 a.m. in Room 400 of the Sapphire Level.

Following Mogilner, Chris Montgomery of CSKK Consulting Inc., Jed Simon of FastPay, Samit Varma of Anthem Ventures and Derek Walton of ICFO Capital will speak at “Breaking the Funding Code” on how to best find funds to kick-start your business in the DR space. Scott Barbour of Cre8tive Partners will moderate the session at 11:15 a.m. in Room 410.

At 12:30 p.m. in Room 400, All-Access Badge holders can hear from key leaders in the DRTV marketplace behind the biggest product successes at “Quiet Giants,” featuring the expertise of Richard Davidson of Ag NanoTech, Shelly Hufford of Suarez Corp. Industries and Steve Silbiger of Plymouth Direct, with Gene Silverman of Hawthorne Direct serving as moderator.

Kristen Grant of the American Cancer Society, Chris Lewis of the American Wheelchair Mission and Steve Reiner of Skechers will discuss the best practices and potential pitfalls of cause marketing and co-ventures that drive marketers’ sales and grow charities’ bottom lines at “Selling the Greater Good,” moderated by Jeffrey Knowles of Venable LLC at 1:45 p.m. in Room 410, Sapphire Level.

“Navigating the Retail Maze” rounds out Expo’s first day of Educational Sessions at 3 p.m. in Room 400. Dick Wechsler, president and CEO of Lockard & Wechsler, moderates the session featuring Andy Khubani of IdeaVillage Products Corp., Chuck Khubani of Ontel Products Corp. and John McLemore of Masterbuilt Manufacturing Inc. The trio will discuss what the right retail outlet is for DR marketers to start in and when brands should take products to retail.

In addition, the Expo Hall officially opens at 10 a.m., and features the most respected and innovative companies in the DR industry. See and experience the latest and greatest products, technologies and services, and meet face-to-face with executives, product developers and company representatives on the Expo Hall floor until 5 p.m.

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