If you’re attending the Great Ideas Summit 2018, be sure to set aside room in your schedule for education. This year, the Electronic Retailing Association will present three Dynamic Knowledge Sessions on Tuesday, February 27, in the Mona Lisa room of the Eden Roc Miami Beach Resort.
These sessions will focus on such topics as the state of direct response marketing, the persistent problem of counterfeit products, and tribal marketing. What’s more, these hour-long sessions will be led by some of the industry’s most respected marketing experts and thought leaders.
10:00 a.m. – 11:00 a.m.
Has DRTV Met Its Demise? If Not, What’s Next for Marketers?
Tuesday morning kicks off with these two not-so-simple questions. If your answer is a resounding “no,” to the first question, then you need to join this important conversation between audience members and our marketing experts. Havas Edge’s Jack Kirby will moderate this Q&A style session, which aims to create an open dialogue among our marketing community about the fate of our industry. Is direct response marketing really on life support? Or, are we merely failing to fully integrate our traditional DR strategies into today’s digital marketing environment? Kirby is joined by panelists Keith Mirchandani, Tristar Products, Inc.; Ranjit Mulgaonkar, TeleBrands; Duryea Ruffins, Quigley-Simpson; and Taft Zitoun, Revenue Frontier, who will address this controversial issue head on.
3:15 p.m. – 4:15 p.m.
Addressing the Counterfeiting Epidemic
Counterfeiting is a widespread problem that just about every direct response marketer around the globe can relate to — no matter if your company is large or small. According to the International Anti-Counterfeiting Coalition in Washington, D.C., counterfeiting is a $600-billion-a-year problem. In China, it’s actually referred to as shanzhai, meaning “mountain stronghold,” which is often linked to a bandit culture. Join co-presenters Rory J. Radding, Locke Lord LLP, and Jennifer De Marco, Allstar Products Group, as they help you explore tools and techniques to counter counterfeiting and shine a bright light onto the people and companies responsible for this global outlaw ecosystem of fake goods.
4:15 p.m. – 5:15 p.m.
Bang the Drum: the New Paradigm of Tribal Marketing in a Digital-Dominant World
Advertising is no longer enough. Direct marketers have to build, nurture and disseminate content that involves not only their own efforts, but also those of social media influencers, the media and other forces that may, sometimes, feel outside of their control. This one-hour session — led by industry thought leaders Andy Latimer, Bluewater Media, and Rick Petry — will demonstrate how to employ a combination of offensive and defensive tactics to create defendable and lasting category leadership. Our presenters will employ real-world examples to vividly illustrate how to harness the most effective approach.
To learn more about our Great Ideas Summit 2018 speakers, visit our website at retailing.org/greatideas/speakerlist.
Vitisia "Vi" Paynich has been covering the direct response marketing industry as a writer and editor since 2001. In July 2004, she joined the Electronic Retailing Association as editor-in-chief to launch its monthly publication. After serving seven years on the magazine, Vi transitioned into the role of content manager at ERA — leading the educational programming for the association's annual D2C Convention and Great Ideas Summit. In December 2017, Vi rejoined ERA as director, content and education. Prior to joining the association in the mid-2000s, she worked in the publishing industry, serving as an editor for both B2B and consumer publications. Vi has a bachelor’s degree in Magazine Journalism from California State University at Long Beach.