“Connectivity”: A ‘Think Inside the Box’ event hosted by Canada Post


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“Connectivity”: helping marketers make stronger customer connections. A ‘Think Inside the Box’ event hosted by Canada Post - April 2, 2013. This free, half day event features speakers from different backgrounds who focus on connectivity and the integration of direct mail will other media. www.canadapost.ca/insidethebox.

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“Connectivity”: A ‘Think Inside the Box’ event hosted by Canada Post

  1. 1. 1 Think Inside the Box April 2, 2013 Our Sponsors:
  2. 2. 2 Agenda April 2, 2013 Time Agenda Presenter 8:00 Registration, Breakfast and Tradeshow 9:00 Welcome Jennifer Campbell General Manager Direct Marketing Strategy, Canada Post Corporation 9:30– 10:15 Keynote Speaker Connecting to Youth: Get Analogue Max Valiquette Innovation and Trends Expert 10:15 – 10:30 The Winning Ticket: A new Strategy for Reengaging Lapsed Customers Claire Plaxton Director Client Advocacy, Environics Analytics 10:30 – 10:45 Direct Mail: It Just Makes 5 Senses Scott Pinkney SVP Creative Director BBDO/Proximity Dean Maruna Executive Creative Director 10:45 – 11:30 Tradeshow 11:30 – 11:45 Creating Frequent Virgins: Virgin Holidays UK – Driving ROI through innovation across the customer journey Anna Percy-Dove, Managing Partner, Elvis Communication 11:45 – 12:00 Responsible Connections: Beyond Privacy and Permission to Responsible Engagement Paul Tedesco Vice President RAPP Canada 12:00 – 12:15 Print Is The NEW Media! Ryan Harper Senior Marketing Manager, AIIM 12:15 – 1:00 Tradeshow 1:00 Closing Our Sponsors:
  3. 3. 3 Keynote – Max Valiquette Max Valiquette Max Valiquette helps companies, organizations, and brands find solutions to their problems by better understanding their employees, customers, and communities. He was named one of Canada’s “Most Influential Marketers” by Marketing magazine, and has worked with some of the biggest brands around the world. Valiquette is the founder of Youthography, one of North America’s foremost youth-research and -marketing firms. He is an industry-awarded researcher and strategic planner who specializes in understanding the changing patterns of consumer behaviour. Valiquette’s varied expertise makes him one of the most sought-after public speakers on youth culture, media, and marketing. He has also made a name for himself as a television host, pundit, and media personality: he was the host of TVOntario’s weekly, youth-oriented current affairs show, VoxTalk, he is regularly heard on CBC Radio’s Day Six, and he can be read in the pages of Canadian Business magazine. His insights and opinions have also been featured in The Wall Street Journal and The Globe and Mail. He sits on the Board of Directors of the Canadian Media Fund. Connecting to Youth: Get Analogue Understanding Millennials has never been more important than it is right now - this is your customer of today and your customer of the future. For this generation of "digital natives," who have grown up with technology their whole lives, we're also seeing a rise in analogue culture, as the things that they can make, and touch, and feel are more important than they've been in years. Learn all about your customer of the future, today - who they are, what they respond to, and where they're going - and why analogue culture is a critical part of their lives.
  4. 4. 4 Session – Claire Plaxton Claire Plaxton As Director of Client Advocacy in the media, retail, real estate and manufacturing practice at Environics Analytics, Claire Plaxton manages a team of client advocates in their efforts to ensure EA customers receive high-quality solutions to their business challenges. She oversees all team projects, including managing resource allocation and scheduling; determining project scope; planning and monitoring progress; and communicating with clients and EA departments. Prior to joining EA, she held positions as a financial analyst and a human resources consultant to financial companies. The recipient of a Master of Business Administration degree from the University of North Carolina in the U.S., she holds a Bachelor of Commerce degree in international business and entrepreneurship from McGill University The Winning Ticket: A New Strategy for Reengaging Lapsed Customers Luring back lapsed customers can be a costly battle waged with constant coupon barrages and urgent emails. But Ontario Lottery & Gaming had a better idea, targeting only lapsed players whose profile matched its active ones. Using PRIZM segmentation to analyze players in Canada and the U.S., OLG launched a direct mail campaign that yielded a redemption rate better than twice the expected return. This innovative approach featured semi-addressed mail and three different offers based on the lifestyles and values of OLG’s key consumer segments. This presentation discusses the methodology and the value of data-based intelligence to reengage wayward customers.
  5. 5. 5 Session Scott Pinkney and Dean Maruna Scott Pinkney With over 25 years experience Scott is a leading Creative Strategist, Brand Ambassador and Relationship Marketer. He joined BBDO/Proximity in 2010 to lead their CRM lines of business. Before joining BBDO/Proximity, Scott had the privilege of working at OgilvyOne for 10 years and DRAFTFCB/Rivet for 8. He also co-founded Mosaic Direct + Interactive, were he spent 6 years. Over the course of his career, he’s worked on global brands that include American Express, AT&T, British Telecom, CIBC, HBC, IBM, Kraft, TD Bank, WWF Canada, and many others. In addition to being an award- winning Creative Director with numerous CMA, John Caples, London International Advertising, and Echo Awards, he’s had the privilege of judging at the 2006 Cannes Lions Direct Advertising Festival, and Co- Chaired the CMA Direct Marketing Conference for two years Dean Maruna The better half of the Scott&DeanTM partnership, Dean Maruna has an extensive background in virtually all marketing channels, from broadcast and print to digital and social, but Direct Mail continues to be a favourite. He was introduced to Direct Mail 25 years ago and continued to leverage its possibilities in leadership roles at OgilvyOne, Mosaic Direct + Interactive, FCB Direct and, most recently, DRAFTFCB. Dean has been part of hundreds of integrated campaigns for a roster of top-tier brands, including American Express, BMW, Fairmont Hotels, P&G, Ontario Tourism, Purolator, Hbc, IBM, Kraft, HP, CIBC, TD Canada Trust, OLG, and WWF Canada. Direct Mail. It just makes 5 senses. With the profusion of new media options, marketers are losing sight of an important fact. Direct Mail continues to be the only channel that has the potential to engage all five senses. Whether sight, touch, sound, taste or smell, Direct Mail can not only help you to breakthrough, it can captivate, engage and make your message that much more memorable
  6. 6. 6 Session – Anna Percy-Dove Anna Percy-Dove In a career spanning over 20 years, Anna has developed a deep appreciation for putting the customer at the centre of communications strategy. She is a recognized industry leader in the area of direct & database marketing, loyalty and e-CRM. Prior to taking the helm at Elvis in 2010, Anna as was Managing Partner at Blitz and prior to that held senior marketing positions at Aon and Scotiabank. Always active in the industry, is currently on the Retail Leadership Committee at the CMA, and is a past member of the Board of Directors for RAC Canada. She has participated on many industry award judging panels including the CMAs and the National Advertising Awards. In 2010 she was named one of the Top Ten Women in Direct Marketing. Anna holds a B.A./B.Ed from York University. Creating Frequent Virgins: Virgin Holidays UK – Driving ROI through innovation across the customer journey Working with Virgin Holidays, Elvis took the approach of mapping the entire audience journey and through this process we uncovered unique opportunities and key moments to engage and connect with travelers. We didn’t just look at the functional steps that people take, but spent time understanding the way they feel, how we could connect with them emotionally, and how we could make their experience more relevant, rewarding, helpful and enjoyable.. The result of this approach is an innovative, multi-channel and highly personalized communications program that has delivered Virgin Holidays unprecedented ROI.
  7. 7. 7 Session – Paul Tedesco Paul Tedesco For the better part of 20 years, Paul has been leading the customer on their journey along the path to purchase. With a focus on customer engagement and a solid base of analytics and social CRM know-how, Paul can lend his expertise to clients across a broad range of categories. Prior to joining DDB, he held senior agency positions in both client service and strategy and gained valuable integrated, CRM and digital experience. He's worked across both B2B and B2C on such accounts as Scotia Bank, FedEx, the Ministry of Health, Mercedes-Benz, Coca-Cola, BASF, Mattel, Heineken, and Investors Group. In his spare time, Paul also teaches Communications strategy at The Schulich School of Business and Brand Management at the DeGroote School of Business as part of their MBA programs. Responsible Connections: Beyond Privacy and Permission to Responsible Engagement As technology has enabled us to move quickly into the era of big data and 1:1 communications; changing privacy legislation and a skeptical public have created a heightened awareness (and in some cases… fear) of the risks and pitfalls associated with using this data. This comes in direct contrast to the incredible business potential that has also presented itself by this very same data. The good news is that if we practice ‘responsible customer engagement’, we can create a ‘win-win’ exchange with our customers. As marketers, our responsibility goes way beyond adhering to the law. We are responsible for delivering on our brand promise with transparency and respect. Our promise to customers should be to ‘know them, let them know we know them and treat them like we know them’. How do we do that? Focus on the exchange of value. We give value to our customers and get value from them in return. We need to change our view of data as a tool to better intercept our customers and think of data as the engine to create value for our customers
  8. 8. 8 Session – Ryan Harper Ryan Harper Ryan Harper is the Senior Marketing Manager for AIIM and aiim·SOCIAL. With close to ten years’ experience in direct marketing for B2C and B2B companies, he understands the need to be able to speak to a prospect or client effectively. With experience on the client side with major FI’s and telecommunication companies, he is now using that experience to drive new and innovative ideas within the print and integrated marketing realm. Print Is The NEW Media! During our presentation we discuss how to promote and create integrated marketing campaigns using multiple channels. We start with direct mail that utilizes QR codes, PURL’s and Augmented Reality. These digital assets bring a unique experience to static printed material, bringing them to life! Those digitally enhanced printed pieces drive users to micro pages we create that utilize social sharing tools so that the original printed materials message and offer can be shared virally and campaign channels can be tracked to provide highly useful ROI, cost of acquisition and brand engagement data.