Last summer, as the Response team labored over whether or not to rebrand our annual three-day trade show and conference, we kicked around a number of buzzwords and abbreviations. But we kept coming back to the same trio of words that seemed to fit our history and our future best: media, technology, and commerce.
Both our magazine and our event — the latter of which launched in 2007 — have forged great relationships and respect in the media space, among both outlets and agencies. In recent travels to other events (including many Response has teamed with) we spent many hours chatting with leaders in the ad-tech and e-commerce spaces. Those sectors have played an increasing role in our coverage in recent years, and their leaders were intrigued in connecting more directly with those in the media universe. Again, media, technology, and commerce — or MTC — seemed a perfect fit.
Once we gained approval from our corporate parent for the rebrand, we launched the MTC Expo name last September. The feedback has been positive from our long-term supporters, as well as those newly targeted by our marketing outreach.
This month, though (to use a dreaded cliché), the proof will be in the pudding, when MTC Expo takes place at the Hilton San Diego Bayfront. Beginning with the Kick-Off Party on the evening of April 23 and through our DR Hall of Fame induction event and closing night soirée on April 26, MTC Expo will be packed with the kind of networking and educational opportunities that made Response Expo so successful.
However, we’ve tweaked the schedule a bit — a more compact and networking-effective golf tournament; a cocktail reception prior to the keynote event, which will be a TED-style session featuring three incredibly inspiring speakers; a shift of the Expo’s Big Event from Thursday night to mid-show; and a trio of educational tracks that mirror the focus on MTC — in an effort to not only refresh the event for our long-time attendees but also put our best foot forward for new ones.
As the event’s content director, I’m happy to report that our 13 educational sessions on April 25-26 will split among a media track, a technology track, and a commerce track. These highlighted sessions are scheduled to feature a who’s-who of major companies marketing at the intersection of media, technology, and commerce: AmeriHome, Balsam Brands, Church & Dwight, Highmark Health, HP.com, Hyper X, Le Tote, MVMT, Nutrisystem, Safelite, UCHealth, Wix.com, and many more.
We look forward to seeing you at MTC Expo in San Diego for what should be a turning point in our history and an opportunity for so many of our readers and attendees to set a course forward in the ever-expanding performance marketing space. And, as always, if you are at the Expo, stop me, say hi, and let me know how we did.