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| Pre Conference Workshops | | 8:30-9:30 Registration and Morning Coffee | |
| 9:30-12:30 | How to Develop a Winning Email Marketing Segmentation Strategy
Email has emerged as the most powerful, personal and profitable marketing strategy today. To get opened and read, your email must be relevant to the life and interests of your recipients. There are several key elements of relevance: personalization, segmentation, and triggers are among them. In this talk, participants will learn how to create relevant marketing emails that are opened, read, and result in sales. - How to listen to your customers, storing vital information so that you can create actionable segments in your marketing emails
- How to personalize the content of your marketing emails
- How to use triggers to launch emails that have a high open rate
- How to build a marketing database to support your email marketing program
- How to use transactional emails to build customer response and loyalty
Arthur Middleton Hughes,
Vice President/Solutions Architect, KNOWLEDGEBASE MARKETING
Arthur Middleton Hughes is a recognized expert in database and telecom marketing strategy. He serves as Vice President / Solutions Architect, for KnowledgeBase Marketing. In this role he is responsible for creating database marketing, strategic and analytic solutions for major American companies. He has been designing and maintaining marketing databases for Fortune 500 companies and others for the past twenty years. His database experience includes wired and wireless telephone companies, insurance, banks, catalogers, pharmaceuticals, package goods, software and computer manufacturers, resorts, hotels, automobiles, and non-profit fund-raisers. | | 12:30-1:30 | | Lunch | |
| 1:30-4:30 | Big Love: Building Passion Brands
Are you interested in reaping the rewards that a jolt of passion and emotion can offer your brand?
An article in Fast Company recently remarked, “Money may not be able to buy love – but love, it turns out, brings money.”
It’s true. Join this workshop with AHA, and learn how to create passion brands that will reach, engage, and truly delight your target audiences. Payoffs include: acquisition and retention of customers, greater impact, increased sales, an enhanced competitive edge, and stronger, longer relationships. AHA will discuss differences between an everyday brand and the highly sought-after passion brand -- offering a roadmap to help you get there as AHA illustrates their success in engaging four distinct and diverse consumer audiences through passion branding. - Seducing with Emotive Communications
- Growing Customer Intimacy
- Courting Brand Loyalty
- Embracing the Joy of Experimentation
- Leveraging Meaningful Relationships For each of the above, the session will offer: definitions, relevant research, and insights from industry experts. Both corporate and nonprofit examples will help bring the passion to life and are guaranteed to get your creative juices flowing.
Audrey Sylvia, Account Supervisor, CONE
Kristian Darigan, Vice President, CONE
Ann Truxaw Ramirez, Cause Consultant, AMERICAN HEART ASSOCIATION The AHA (Dallas-based health organization fighting to eliminate heart disease and stroke) came to Cone (Bostonbased brand strategy and communications agency) more than five years ago with the goal of transforming what was at that time perceived as a clinical research institution. The visionary AHA/Cone team recognized that to stay relevant and make real social impact, the AHA would need to respond to marketplace trends and become a brand that consumers, companies, employees and volunteers could stand behind and rally around. The result was AHA's successful re-branding through the creation of powerful, emotional cause campaigns that speak to and engage four distinctly different target audiences. | | | | |
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