The first day of the 2015 ERA D2C Convention kicked off with business meetings in the Meet & Greet Lounge and Masters Series education. Attendees selected from six hour-long sessions in which DR and digital marketing experts touched on timely topics such as short-form DRTV and digital convergence, programmatic television, inbound marketing, and attribution.
Direct Response 101 (Part 1) - Offline: Concept to Completion led the Tuesday sessions. Moderator Rick Petry (Rick Petry, Creative Writer, LLC) and presenters Asieya Pine (Lockard & Wechsler), Sean Fay (Envision Response Group), Patrick Moulton (Moulton Logistics Management), and Jordan Pine (SciMark Corp.) guided attendees through the basics of direct response marketing—from the front-end to the back-end.
Many stayed for the second part of the series called Direct Response 101 - Online: Your Direct Response E-Commerce and Digital Strategy. During this one-hour session, moderator Ava Seavey (Avalanche Creative Services) and panelists Vic Golio (Chief Media), Dany Sfeir (Catapult1, LLC), and Michael Rafter (Midwest Center) presented best practices for creating a digital strategy for your DR product.
Moderator Fern Lee (THOR Associates) along with marketing experts Jeff Hilton (MobileHelp), Karen Hung (Silver ROCK Consulting, LLC), and Maya Simonian (TouchPoint Integrated Communications) rounded out the morning sessions with Convergence of Short-Form DRTV & Digital. Attendees gained a better understanding of why they must have an integrated omnichannel strategy, as well as why measurement and data management are the keys to success.
The afternoon sessions began with one of today’s hottest topics, programmatic television. Walt Horstman (AudienceXpress) moderated this engaging session entitled, What Marketers Should Know About Programmatic TV, which covered the landscape of this rapidly growing sector of the TV industry and discussed the implications for the direct response industry. Horstman was joined by Christena Garduno (Koeppel Direct), Cathy Hetzel (Rentrak), and Ben Zimmerman (Media Design Group).
Next, Hubspot’s Sam Mallikarjunan showed how marketers can use their DR expertise to help create experiences for the Internet and social media, which can grow their sales even further during the session, How to Use Direct Response to Win at Inbound Marketing.
The last session of the day was among the most anticipated. Calum Smeaton (TVSquared, Inc.) and Sean Muller (iSpot.tv) co-presented the session, Building a Better Model for Attribution. Audience members were eager to learn which strategies will help them create a more effective model for attribution across both traditional and digital channels.
After a full day of education and deal-making, attendees headed over to Surrender Nightclub for ERA’s 25th Anniversary Party presented by TeleBrands. The event was a perfect way to relax, unwind, and have some much-deserved fun!