Introducing Mainstream Companies and Brands to Direct Response
Location: Palmer 1
Time: 10:00 a.m. - 11:00 a.m.
Moderator: Patrick Raymond, Raymond Entertainment Direct (RED)
Speakers: Cindi Anderson, consultant; Karla Crawford Kerr, Hawthorne Direct; Michael Ehrman, Direct Develop

As direct response continues to gain credibility as a lucrative marketing channel, more and more well-known, mainstream brands and companies are willing to utilize direct response to broaden their traditional marketing mix. This session will focus on best practices for DR marketers to help explain the value of direct response to traditional brands and retailers and also how to navigate the waters with these brands toward a successful DR campaign once they’re committed. You’ll learn from real-world examples of recent direct response partnerships with Brookstone, Johnson & Johnson and The Sharper Image.

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Kids’ Products Don’t Sell! MYTH Obliterated
Location: Palmer 1
Time: 11:15 a.m. - 12:15 p.m.
Moderator: Tim Hawthorne, Hawthorne Direct
Speakers: Doug Fowkes, Infomercials Inc., Pillow Pets; Denise Kovac, Your Baby Can Read; John Miller, Hutton Miller; Robert Yusim, Product Counsel; Victor Zaraya, Razor & Tie Direct, L.L.C.

Who knew it was possible to sell products for end consumers sans credit cards? Learn the secrets behind success with Kids Products and how tapping into this area is making millions Hear from Doug Fowkes behind the Pillow Pets craze that every kid in America had to have for Christmas! AND Your Baby Can Read's Denise Kovac on growing your DRTV mind.

One hit wonders? Ask Spin Master Robert Yusim who has hogged the kids arena for years with Moon Sand, Moon Dough, Air Hogs, Vectron Wave, Havoc Heli, Aqua Sand and other key brands. DRTV is truly kids play for John Miller who helped build the kids category with Better Blocks and is well known for the highly successful Floam, Bendaroos and Pixos. Razor and Tie has had record kids music category sales with Kidz Bop 1-20, Dance Party, 80's Gold, Gold, Greatest Hits and much more!

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Just the Tip of the Iceberg: How DRTV Can Help Drive Increased Retail Sales
Location: Palmer 1
Time: 1:45 p.m. - 2:45 p.m.
Moderator: Dave Savage, R2C Group and Cmedia
Speakers: George Fettig, Euro-Pro; Sonia Makurdsik, SRM Direct; Ron Steblea, AllStar Marketing

Up to 90% of U.S. consumers prefer to shop at retail locations over telephone or online options. Want to know how you can capture that potential? Join some of the industry’s top DRTV and retail marketers to learn how to plan for and transition a direct response success into retail success. The discussion will focus on tactics and strategies to create success at retail, while also optimizing direct response ROI. This panel will include relevant media strategies for both short form and long form. Hear from marketers who have some of the most profitable programs currently running, so you can learn how to maximize your own direct response success.

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The 30-Minute Multichannel Workout: Maximizing Your Revenue on the Phone AND on the Web
Location: Palmer 1
Time: 3:00 p.m. - 4:00 p.m.
Moderator: Matt Fisher, LiveOps
Speakers: Babak Azad, Beachbody; Ken Mahony, Guthy-Renker; Bryan Sweeney, Dynamic TV Marketing

The phone and the web are now both equally integral to the success of a campaign. The new model of DR success must implement a multichannel approach that supports customers in ways consumers want to engage—both on the phone and on the web. This panel of experts from some of the DR industry’s top brands will discuss how business has changed, and share benchmarks and best practices to help you shape up your strategies and build a better multichannel approach to engage customers and drive additional revenue.

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