SESSION DETAILS/SPEAKER BIOS
 

9:00 - 9:50  KEYNOTE ADDRESS

5 Ways AI is Changing Marketing Today
Christopher S. Penn, Co-Founder and Chief Innovator, Trust Insights, Inc.

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How is artificial intelligence and machine learning changing marketing? In this keynote speech, learn from Trust Insights cofounder Christopher S. Penn about the 5 ways AI is changing marketing, including:

• Extracting insights from untapped data

• Finding competitive insights in data you already have, like SEO and social media data

• Ways to defend your brand

• How AI will continue to change marketing in the next few years

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Christopher S. Penn is an authority on digital marketing and marketing technology. A recognized thought leader, author, and speaker, he has shaped four key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, and artificial intelligence/machine learning in marketing. Known for his high-octane, here’s how to get it done approach, his expertise benefits companies such as Citrix Systems, McDonald’s, GoDaddy, McKesson, Toyota, and many others.

 

Chris is a highly-sought keynote speaker thanks to his energetic, informative talks. He is an IBM Champion in Watson Analytics, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast.

Christopher is a Google Analytics Certified Professional, a Google AdWords Certified Professional, a Google Digital Sales Certified Professional, and a Hubspot Inbound Certified Professional. He is the author of over two dozen marketing books including bestsellers such as AI for Marketers: A Primer and Introduction, Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero, and Leading Innovation.

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Chris will be signing his newest book, the 2nd edition of "AI for Marketers" - purchase one on site  and have it signed.

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10:00 - 10:50  GENERAL SESSION
 

The 5 Pillars of Ecommerce

Harry J. Gold, CEO, Overdrive Interactive
 

There are countless factors that can drive success when it comes to an ecommerce or omni-channel organization but when it comes to your digital marketing there are 5 you have got to get right. The amazing part is how many companies don’t apply even the basic fundamentals to get their channels optimized and working together. They literally fail because simple fixes and best practices are being ignored. Join us where Harry Gold will reveal these 5 channels and some simple tactics you can use right now to boost ROI within those channels.
 

Harry Gold is the Founder and CEO of Overdrive Interactive, an award winning digital marketing firm in Boston, that has served top omni-channel companies such as Harley-Davidson, Samsonite, Topps, GE, IBM, Dell, Bazooka Candy Brands, Boaters World, Cold-EEZE, Karmaloop, Missouri Star Quilt Company, Furniture.com, Demandware and the Rockettes. Harry’s primary mission is to create innovative online marketing programs and to share the strategies and tactics behind those programs with both Overdrive’s clients and the world.

Harry is also a frequent lecturer on digital-first marketing for The American Marketing Association, The Association of National Advertisers, Search Engine Strategies, Media Bistro and Harvard University.  Harry has also written a digital marketing column for ClickZ and was voted 2016 Direct Marketer of the Year by the New England Direct Marketing Association.

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10:50 - 11:20 NETWORKING REFRESHMENT BREAK WITH THE EXHIBITORS

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11:20 - 12:10  CONCURRENT SESSIONS
 

"What's In It For Me - Direct Mail Discoveries" - Panel Discussion
Panelists:
Chuck La Tournous; Vice President, Marketing @ American National

Nicole Morreale, Digital Strategy Director @ FARM
Karen Rice Gardiner; Consultant and Former General Manager of Marketing; Smithsonian Institution
Moderator: Cory Funk, National Account Executive, Japs-Olson Company

Your mailbox is full of surprises. So is your email inbox, social media account(s), broadcast media, and online experiences. Together they ARE direct marketing.  Each one of us reacts differently to the messages we see and receive every single day. Our panel discussion will explore recent marketing efforts from the panelist’s own unique perspectives on strategy and marketing, creative and production, data and analytics. Think of it as commentary beyond your mailbox.

 

Karen Rice Gardiner is a senior marketing leader with expertise in strategic relationship management and creative direction.  She has an extensive background in direct mail, catalogs, digital advertising, branding, social media marketing and campaign planning and analysis. 

As the General Manager of Marketing at the Smithsonian Institution in Washington, DC  she promoted the musuems’ IMAX® theaters, stores and restaurants to 28 million visitors each year. She also ran the Group Sales and Ticketing Operations for the Retail Division. Prior to that Karen was the Director of Creative Services for the National Geographic Society. She oversaw 1000+ email promotions annually; 165 million mail pieces a year, including catalogs, direct mail packages, and renewal and billing programs; inserts; space ads; and digital media.

Karen has won numerous marketing industry awards, contributed to branding and marketing publications, and supports marketing education initiatives through local and national trade associations. Case studies from her work are featured in curriculum at several top-tier universities.  www.linkedin.com/in/karenricegardiner
 

Cory M. Funk, National Account Executive with the Japs-Olson Company, specializes in commercial print, direct mail, logistics and fulfillment solutions for his clients. Over thirty-five years of experience and continuing education in all phases of marketing and manufacturing offers a consultative approach to his clients’ unique direct marketing needs. Cory especially enjoys working to reduce production, logistics, and postage costs and shortening  schedule turn times.

 

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​Leveraging the latest Data techniques to drive measurable results for B2B marketers

Ted McNulty, Vice President Sales, AdDaptive Intelligence
Session Highlights:

·         B2B marketers are under increasing pressure to continue delivering qualified leads as their target audience shifts to Online and Mobile channels when researching products to buy.

·         The good news is the proven techniques that B2B marketers have used for years are the same ones that can be applied to run successful Digital campaigns.

·         Learn how to leverage offline data like NAICS/SIC codes, customer files, prospect lists and CRM data to target Online/Mobile campaigns, and consistently generate high volumes of quality B2B leads.

Key Takeaways:

·         Learn how to execute cost-effective "Account Based Marketing" programs to reach key decision makers at a target list of accounts.

·         Analyze your existing customers to create profiles that can be used to target "Look Alike" audiences.

·         Learn how to leverage "First Party" data like customer/prospect lists to target effective Online and Mobile campaigns.

·         Understand how traditional B2B marketing techniques (like NAICS/SIC Code targeting) can be applied to the Digital world.

Ted McNulty is VP of Sales for AdDaptive Intelligence, a company specializing in helping direct marketers easily add a digital component to their direct mail and email campaigns to increase response rates and drive measurable results. Ted started his direct marketing career at Dun & Bradstreet, and later applied this experience to build successful direct response sales teams at leading Online and Mobile companies, including Lycos, NameMedia and Millennial Media.

While at Lycos, Ted managed a 23-person direct response team which generated over $15 million in digital revenue, he grew a revenue stream from zero to $10 million while at NameMedia and built a team at Jumptap responsible for over $65 million in annual revenue by creating effective Mobile direct response campaigns for leading brands including Allstate, Target and TurboTax.

 

From Blank Page to Killer Creative

Alexandra MacAaron, Executive Creative Director & Queen B, B Direct Marketing Communications
 

In this session, you’ll get an inside look at creating direct mail that informs, educates, entertains, and sells — from elaborate 3D packages to cost-efficient postcards and every format in between. We’ll walk through the creative process from initial input and germs of ideas; to doodles, sketches and tight comps; to completed packages, fulfillment, and results. You’ll see concept boards and have a chance to guess which solution the client chose, including campaigns for IBM, The Boston Globe, Blue Cross/Blue Shield, and many more. And you’ll leave with tips and techniques that can make your own creative brainstorming more … well … creative.

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Alex MacAaron has more than three decades of experience in direct and new media, and is the founder and Queen B of B Direct. Other positions have included Executive Creative Director at DRG/SourceLink; and Vice President/Creative Director at Berenson Isham; Cuneo Direct; and Redgate. Recipient of dozens of awards, she has developed campaigns for Polaroid, Sears, Forrester, Eddie Bauer, Club Med, NYNEX, Stride Rite, HBO, and Chevrolet. She was 2003-2004 President of NEDMA, New England’s Direct Marketer of the Year in 2008, and is co-author of the book, The New Marketing Conversation.

 

12:10 - 1:00  LUNCH /EXHIBITORS/NETWORKING 

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1:00 - 1:50  CONCURRENT SESSIONS ​

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“How to Push Outside the Envelope – Literally” – Panel Discussion
Moderator/Panelist: Brook Spaulding, Market Development Manager, Senior Account Manager, W+D North America, Inc.
Panelists:
Kerry Hannify, Director of Quality & Operational Initiatives, Data-Mail, Inc.;
Mariah Hunt, President, Hunt Direct
Ruth Sterling, Marketing Manager, Amherst Label

Learn new techniques to successfully build response rates and lower total costs by pushing outside the envelope [literally with TED-C] by enjoying USPS Automation rates; the 2% postage discount offered by the USPS 2019 Tactile, Sensory & Interactive Engagement Promotion; and the opportunity to stand out under the USPS Informed Delivery Program. 

This session will cover:

• Why consider shapes at all?  Response vs. Cost | Neuroscience

• TED-C (trailing edge die-cut) Shapes at automation rates vs. CMM (Customized Market Mail)

• Current USPS approved TED-C shapes [live samples – some with emboss as well]

• Guidelines to achieve USPS approval for new USPS TED-C shapes

• Guidelines to achieve 2% postage discount under the 2019 USPS Tactile, Sensory & Interactive Engagement Promotion

You’ll receive samples and take away guidelines.  You’ll meet current converters [Kerry] and users [Mariah] of the new technology that make the TED-C [trailing edge die-cut] shapes possible. 

You’ll also receive materials on how to work with their vendors to participate in the other USPS 2019 Promotions which may be new to some in the audience as there were no USPS Promotions in 2018.
 

There will be plenty of opportunity for audience questions. 

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Brook Spaulding is the Market Development Manager and Senior Account Executive for Winkler + Dunnebier North America.  W+D offers envelope converting, intelligent inserting, poly wrapping, and envelope overprinting equipment. Brook is a graduate of Dartmouth College and the MIT Sloan School of Management and has extensive experience in paper making, converting and strategy consulting.  He holds three utility patents in the trans-promo and direct mail space and is most enthusiastic about the possibilities for shape-based mail that meets USPS automation standards as a means for non-profits and B2C enterprises to profitably build customer loyalty, retention and acquisition in a multi-channel world.  Now called TED-C (trailing edge die-cut) shapes, mailers using TED-C shapes can “stand out” with the USPS Informed Delivery program as well as participating in the 2% postage discount through the 2019 USPS Tactile, Sensory & Interactive Engagement Promotion (runs Feb – July).

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Kerry Hannify has been in the Direct Mail industry for over 19 years. Her first job in the industry was as the Quality Manager in the Lettershop at Data-Mail. She now is responsible for the Quality of the entire company including print, data processing and lettershop. Her goal is to have happy customers.  One of the components of keeping happy clients is introducing new formats that are postal compliant, but still stand out in the mailbox.

Kerry has her Bachelor’s Degree in Business Management from University of Vermont, and her Graduate degree in Engineering Management from Western New England College.  She is a Six Sigma Black Belt, Certified Mail Professional with Idealliance, Mail Design Professional with the USPS, and a Color Management Professional.  She is active in NEDMA, MTAC, Idealliance and her local PCC.

 

Mariah Hunt, President, Hunt Direct Agency is a Direct Marketing industry veteran. She is also the current President of the New England Direct Marketing Association. A print production, data processing and lettershop expert, Mariah has helped many clients realize cost efficiencies in the data processing, print and lettershop areas. She is considered a postal expert by her peers.  During her career, Mariah has worked with such top name clients as: Monster.com, Crabtree & Evelyn, Toys R US, Shaw’s, General Motors, FedEx, Home Depot, and many others.  In her spare time, Mariah fosters dogs for Big Fluffy Dog Rescue and Sweet Paws and is a High School Football booster volunteer for Holy Name High School in Worcester.

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Ruth Sterling, Marketing Manager, Amherst Label. A graphic designer who majored in art at Bucknell University, a writer with a journalism degree and an ad-agency owner with an MBA, Ruth Sterling made a career diversion in 2015 and took a position with one of her clients. Her role as marketing manager at Amherst Label entails digital and direct mail, including an acclaimed “bumpy mail” program in which recipients receive an envelope with irresistible allure due to the enclosed “bump.” At NEDMA’s spring conference, she’ll be sharing some creative bumpy mailings as a member of the direct mail panel.
 

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Triggered Direct Mail – Spend Less & Get A Better Response 

Dennis Kelly, CEO, Postalytics

 

Direct mail has traditionally been used for large scale acquisition marketing campaigns because it was produced in “batches” with minimum order sizes that required weeks of lead time. Digital and email marketing, on the other hand, have enabled marketers to send one to one, personalized messages to individuals with precise timing at all stages of the customer journey.
 

With new direct mail automation software that connects direct mail infrastructure to marketing  automation and CRM tools, marketers are now able to send triggered direct mail with the same level of precision and timing as email and digital marketing.
 

In this session, you’ll:

• Learn the basics of how triggered direct mail works

• Hear how marketers are using triggered direct mail to augment digital marketing

•  Review campaign ROI to see why triggered direct mail makes so much sense

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Dennis Kelly is the CEO of Postalytics, the leader in the fast growing martech field of direct mail automation. Postalytics helps marketers leverage their investments in CRM and Marketing Automation by enabling automated direct mail marketing campaigns to sent, measured and integrated in a fraction of the time of traditional direct mail. Dennis is a serial entrepreneur who has been involved in starting growing and financing 6 startups over the last 25 years.

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Crafting a Video Strategy

Mo Effron, VP, Strategy & Interactive, MK3 Creative

Nobody questions the power of video marketing today.  But you may well ask "how can I use video most effectively and affordably?"  The answer to that is crafting a video strategy - mapping video content types, channels and costs to your audiences and marketing goals. 
Allow me to explain...

 

Mo Effron has been helping corporate marketers leverage quality video for the past eight years at MK3, a creative services agency.  He uses his background in digital marketing and technology to connect great video storytelling with today's online channels.  Prior to MK3 Mo led digital marketing for the Americas for cybersecurity provider Kaspersky Lab, and before that led the transformation of global technology media company International Data Group (IDG) from print to online.  Mo earned his bachelor's degree in Philosophy from Yale University.

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2:00 - 2:50  CONCURRENT SESSIONS ​

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How Great Design Promotes Engagement and Response

Dan Greenwald, CEO, Chief Creative Officer, White Rhino 
 

Human beings are attracted to beautiful design. Our brains are actually wired to respond emotionally to beauty. We value beautiful things more and perceive them as being higher quality – regardless if they actually are better. In business, the value of great design and its impact has never been higher. On the other hand, for example, more than 90% of the reason users disengage from marketing has been shown to be caused by poor design. And we make such visual assessments in about 50 milliseconds, subconsciously. That’s how long a designer has to make a good impression. 

 

In this session,  Dan Greenwald will dive into the neuroscience and psychology behind design and how to use it to your advantage to persuade audiences. Dan will provide examples from his own 30-years of traditional and digital direct marketing experience, including both good and bad examples of design and how those designs directly influence engagement, response rates, and purchasing behavior. 

 

Dan Greenwald is the founder and Chief Creative Officer of White Rhino, a strategic marketing firm with offices in Boston and San Diego. Dan’s B2Me process combines principles of neuroscience, psychology, and marketing and is the driving force behind hundreds of successful marketing programs for B2B and healthcare companies, globally. Dan has been recognized with numerous industry awards for design, digital, strategy, advertising, and branding and is a frequent guest speaker locally and nationally and guest lectures at many Boston area graduate schools.

 

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Real Time is Big Time on Social Media

Moderator/Panelist: Bob Cargill, Social Media Marketer, Copywriter, Content Creator, Cargill Creative

Panelists:
Katelin Cwieka, AVP Social Media & Brand Communications Manager, Avidia Bank
Ashley Perssico,  Strategic Marketing Manager,  Constant Contact

 

Learn how important it is to share content on social media in the moment. By documenting your brand’s activities and not spending unnecessary time on creative development, you’ll see how much easier – and yes, more effective – it is to maintain a steady online presence. From live video to extemporaneous and ephemeral content, you’ll discover how you can use social media in real time to make it to the big time.   

 

Bob Cargill, who was the New England Direct Marketing Association's "Direct Marketer of the Year" in 2009, is a copywriter, content creator, social media marketer, consultant, teacher, presenter and public speaker.  Not only has Bob presented many times about social media, copywriting and marketing, he has been published or quoted in his areas of expertise in countless media outlets. He also has his own podcast on marketing and a YouTube channel with hundreds of videos. The current president of the American Marketing Association Boston, a past President of the New England Direct Marketing Association and a graduate of Leadership MetroWest's Leadership Academy, Bob is always happy to contribute in any way possible to the advancement of the industry in which he earns his livelihood.  

 

Katelin Cwieka, this social media marketing maven got her start with her own fashion and event blog.  After working as a freelancer and agency, she moved on to the financial marketing life at Avidia Bank.  Kate isn’t limited to marketing and banking.  Kate is a lover of music  and IPAs, so you may have even heard that she coordinated a beer collaboration between  Avidia  Bank and a local brewery which was launched at a music festival!  Her quest is to find ways she can make  Avidia stand out in the market, usually through a long, thought out PR Stunt.  You can follow her  on  Twitter  and  Instagram  at @ BankSmartKATE .  

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Ashley Perssico is a Strategic Marketing Manager at Constant Contact, an email marketing service that provides hundreds of thousands of small businesses around the world with the online marketing tools, resources, and personalized coaching they need to grow their business. Prior to Constant Contact, Ashley helped Market Basket launch their first ever website and social media accounts, amassing a very dedicated fanbase of over 70k in under six months. She also shares her expertise serving on the board of New England Poetry Club as the Publicity Chair and has spoken at several NEDMA events in the past. Ashley is a proud graduate of Bentley University where she earned her Bachelor’s Degree in Media Culture and Marketing

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Building a Fundraising Program from the Ground Up
Steve Maggio, President/Chief Creative Officer, DaVinci Direct, Inc.
Tony Genovese, CEO, DaVinci Direct, Inc.
 

Today, more than ever, you need to make every dollar count in your fundraising

program. You must also integrate digital media strategies with the tried-and-true direct

mail, special events and other fundraising best practices.

In this fast-paced session, 

• You'll learn what creative strategies and techniques are working for nonprofits right now.

• Learn about the innovative strategies and proven tactics that are helping others raise  big. 

• Pick up tested, successful ideas for offers, copy, design and format -- big ideas you can bring back to the office and use in your own program.         
   

This is a must-attend session!
Attendee “take-aways” :

•  Learn the critical elements of a successful fundraising program

•  See what others are doing to cultivate and upgrade donors

•  Improve overall results with strategic testing
   

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3:00 - 3:50  CONCURRENT SESSIONS ​

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Voice Search 101: Winning the SEO Game in the Age of Alexa
Christina Inge, Founder & CEO, Thoughtlight
 

50% of all searches will be through voice in 2020. Increasingly, consumers are talking to their phones, not typing, when they want to find what they need. How can you optimize for the age of Alexa and Siri?
In this session, we'll learn:

• How to find your voice search traffic, including keywords

• What voice search means for SEO

• Ways to manage your mobile SEO and content strategy today to get ahead of the coming voice revolution
   

You'll leave with takeaways you can implement across your mobile strategy, from search to content to social media.
 

Christina Inge has two decades of experience leading content strategy, digital strategy, and managing complex marketing technology projects. She specializes in articulating effective, efficient digital strategies for organizations using the latest channels to drive results. These strategies help organizations to transition from traditional to innovative marketing that can excel on mobile platforms. She is the founder of Sleek Marketing, which offers hands-on education on digital marketing in the Boston area.
 

Christina served on the board of the American Marketing Association as vice president of social media throughout much of the 2000s. She is a frequent and sought-after speaker on web analytics, content strategy and SEO. She has worked with well established brands such as Nissan, Smithsonian, 222 Fifth, as well as a range of startups and nonprofits. Christina has won numerous awards for her work, including the Social Media Society Social Media Stars award, as well as the FutureM Future of Marketing award. She has been a Masschallenge mentor and has served on board of IEEE Entrepreneur’s Network. Christina holds a BA in English from University of Maryland University College and a MS in Instructional Technology from University of Wyoming.

 

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Direct mail is back … but did it ever really go away?
Arian Radmand, CEO & President, IgnitePost, Inc.

 

There is no doubt that digital marketing has been absolutely revolutionary. It has never been easier to reach your target audience instantaneously. However, the low barrier to digital advertising has also produced a number of challenges. It has become increasingly difficult to cut through the digital noise. When it comes to direct mail, studies have shown that it is astonishingly effective.  We’ll look at the reasoning behind these facts, some examples from across the industry, as well as learn the secrets to crafting highly effective and successful mail campaigns.

Topics covered will include:

• The science and psychology of how our minds work

• Choose the right tool for the job … not all direct mail is created equal

• Components of Direct Mail that give it an unfair advantage

• Avoiding a race to the bottom

• How to design effective mail campaigns that will deliver effective results every time 

 

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Arian Radmand is CEO & President of IgnitePost.com, a personalized handwritten direct mail service that enables teams to create, send, track, and report on real handwritten note campaigns at scale.  Responsible for setting the overall vision and direction of the business as well as the initial product development.
 

Prior to IgnitePost, Arian was Co-Founder & CTO at CoachUp, Inc. the nation's leading sports coaching company. There, he over-saw all technology development and helped build the category leading brand, where we were fortunate enough to partner with 2X NBA Champion & MVP Stephen Curry as our lead spokesman, and made the Inc 5000 list in 2018.

 

​3:50 - 5:00  CLOSING  NETWORKING COCKTAIL PARTY