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Conference Progam

Response Expo 2010
Only Response Expo 2010 attendees receive the unique opportunity to engage first-hand with world-class marketers, companies and brands at the pulse of the direct response industry. Here’s a sneak-peek of our educational lineup: 

Keynote Address
Tuesday, May 11, 2010

5:30p.m.-7 p.m. - Sapphire Ballroom
Sir Bob Geldof

Click here to view full keynote and speaker bios

Response Expo 2010Panel Discussions
Wednesday, May 12, 2010

9:30-10:30 a.m. - Sapphire Room 400
Getting the Best Retail Space for Your DRTV Product. Find out how some of the direct response business’ leading product marketers got that incredible space you just saw at your local retail store. Marketers and retail representatives discuss slotting, media support and more in this must-see session.
Speakers: Jeff Buchbinder, bdirect Companies; Carie Gladstone Doll, Anna’s Linens; Ben Smith, Retail Leverage
Moderator: Don Potter

10:30-11:30 a.m. - Sapphire Room 410
Best Practices from DRMA Marketer of the Year Nominees. Leaders of three of the top 10 nominated companies in the 2009 Direct Response Marketing Alliance Marketer of the Year competition share inside information about their models, their successes and failures and what DR marketers need to know about creating and maintaining success in this uneven economic environment.
Speakers: Jeff Aronson, Cash4Gold; Scott Boilen, Allstar Marketing Group; A.J. Khubani, TELEBrands
Moderator: Thomas Haire, Response Magazine

11:30 a.m.-12:30 p.m. - Sapphire Room 400
Product Placement’s Direct Response Awakening. As product placement becomes an even bigger force for traditional marketers, DR marketers are also enjoying surprising success. From movies to television to online, what’s the best strategy that will not only add to your bottom line but also allow you to maintain your ROI measurements?
Speakers: B.J. Fazeli, BJ Global Direct; Kevin Harrington,; Ray Manzella, Manzella Personal Management
Moderator: Chris Rosica, Rosica PR

12:30-1:30 p.m. - Sapphire Room 410
This Year's Model: DR Media in 2010. Old direct response television measurements are, quite simply, outdated. With networks expanding their own Web offerings, and affiliate marketers, hyper-targeted cable TV networks and Web sales playing an even bigger role in DRTV marketing, what are marketers and media outlets doing to stay a step ahead of the times? Hear from a roundtable of marketers and network leaders on these and other crucial topics.
Speakers: Cliff Chenfeld, Razor & Tie Entertainment; Brian Fays, MTV Networks; Paul Greenberg, Thane Direct
Moderator: Doug Garnett, Atomic Direct

1:30-2:30 p.m. - Sapphire Room 400
Unintended Consequences: The FTC’s Endorsement Guidelines. Since taking effect on Dec. 1, 2009, the FTC’s Guides Concerning the Use of Testimonials and Endorsements have caused marketers using various forms of direct response to change campaigns. At the same time, some marketers have run into unexpected roadblocks thanks to other interpretations of the guides. Hear from top marketers on how the Guides have changed their businesses.
Speakers: Jonathan Gelfand, Product Partners/Beachbody; Michael Lyons, A&E Television Networks; David Wallace, Syndero
Moderator: Jeffrey D. Knowles, Venable

2:30-3:30 p.m. - Sapphire Room 410
Innovative Direct Response. While direct response marketing is often seen as a measurable science, it still offers up its share of surprises. Join a group of leading marketers set to talk about the most surprisingly effective — and ineffective — tactics they’ve found in the direct response space.
Speakers: Jeff Frankel, HAAN USA; Betty Jamieson-Dunne, ITW Space Bag; Andrew Wyant, LifeLock
Moderator: Greg Sarnow, Direct Response Academy

Thursday, May 13, 2010
Case Studies

10-11 a.m. - Sapphire Room 400
Barclaycard US: Enhancing Every Step of the Customer Experience
Barclaycard US, the payments business of Barclays PLC in the United States, grew rapidly from its founding in 2000 to become the ninth largest bankcard issuer in the country in 2009 by focusing on its 60 partnership co-branded card programs with entities such as US Airways, L.L.Bean and However, the business recognized that it must create an ideal customer experience if it is to fulfill its global vision of being the leading provider of simple payments. In 2009, it undertook an ambitious plan to review every stage of the customer lifecycle. The plan leveraged all channels of customer communication including direct mail, E-mail, statement inserts, rewards fulfillment, telephone contact and the Web. Join Joe Purzycki, chief operations officer of Barclaycard U.S., to find out how the campaign worked — and what’s next.

11 a.m.-Noon - Sapphire Room 410
Credit Card Crackdown: Marketers Speak Out
Linda Goldstein
, partner at Manatt Phelps & Phillips and widely recognized as one of the advertising industry’s leading attorneys, hosts a discussion with marketers who were affected by MasterCard’s early 2010 crackdown on what it considered questionable marketing efforts. From datapass, the policy that prohibits passage of credit card data from one merchant to another, to the transparency issues of merchants who have opened multiple accounts to mask high chargeback rates, the MasterCard controversy included the credit card giant shutting down specific merchants during its height. At the same time, the situation created red flags for the Federal Trade Commission, U.S. Senate and state attorneys general in such areas as free trials, negative option marketing and the use of pre-acquired customer information. Scheduled speakers include Jonathan Gelfand of Product Partners/Beachbody.

Noon-1 p.m. - Sapphire Room 400
J.G. Wentworth: DR Through Thick and Thin
In a follow-up to Response Expo 2009’s popular session about J.G. Wentworth’s wildly successful “Opera” DRTV campaign, Ken Murray, the company’s chief marketing officer, will discuss how direct response helped the company come through some challenging times in 2009 — and how the future looks brighter than ever with a continued focus on DRTV.

1-2 p.m. - Sapphire Room 410
Better Homes & Gardens Real Estate: Rebuilding a Brand
When Realogy Corp., the world’s largest real estate company, licensed the famous magazine brand in 2007, it had nine months to recreate a real estate brand that had been dormant for nearly a decade. Camilla Sullivan, a consultant to the brand and its former senior vice president of marketing, discusses the challenge and how direct response, social media and compelling original lifestyle content — in both business-to-consumer and business-to-business contexts — have helped the company hit goal after goal to become one of the fastest growing brands in real estate.

2-3 p.m. - Sapphire Room 400
DirectBuy: Generating Leads, Closing Sales
Since its creation in 1971, DirectBuy has become the leading home improvement and furnishings club in North America, boasting more than 160 locations in the U.S. and Canada. In recent years, the company has used lead-generating direct response — on TV, in print, on radio and online — to grow its membership base and sales. Leveraging online ad networks and aggressive DRTV strategies, the company has seen some amazing successes.  David Lee, director of marketing, and Eric Franchi, senior vice president of business development for Undertone Networks, will share the DirectBuy’s latest success stories and address the future of its direct response campaigns in this exclusive session.

*An All Access Badge is required for Keynote Addess, Panel Discussions, and Case Studies.

View past Response Expo case studies