Managing Multi-Channel Marketing in a Rapidly Changing World: Case Studies from VMware, TravelSmith August 22, 2012

Managing Multi-Channel Marketing in a Rapidly Changing World:

Case Studies from VMware, TravelSmith and the author of "Multi-Channel Forensics"

Join us for a thought provoking luncheon where three top marketing experts explore a wide range of topics on multi-channel marketing transformation and solutions from the perspective of leading bay area companies.

Kathi Kaplan VP Marketing Americas VMware will present the challenges and solutions associated with developing integrated multi-channel marketing plans based on a segmented sales force which includes development of prospect databases and lead generation campaigns. Kathi has held marketing positions in both corporate marketing and field marketing, enabling her to fully appreciate the meaning of sales and marketing alignment.

Kim Hansen VP Marketing TravelSmith Outfitters is responsible for catalog and ecommerce at TravelSmith Outfitters and she practices state of the art direct and online marketing strategies and technologies. Her presentation will be an interesting and amusing examination of how she tests and measures new multi-channel marketing strategies and technologies to discover which ones generate desired sales results and which ones look good but don't produce desired results.

Kevin Hillstrom Author Multi-Channel Forensics former VP Database Marketing Nordstrom will present how various customer personas respond to direct marketing promotions. You'll learn about "Judy" who responds to traditional strategies, "Jennifer", an ecommerce maven who searches for the best merchandise and best promotions, and "Jasmine", a younger customer who exhibits behavior that requires a different marketing mindset. Kevin will show how each persona follows a different attribution path.

PLUS Afterwords, Two Optional Online Marketing Institute Certification Workshops (optional, extra cost associated) on: Advanced PPC Tactics and Advanced SEO

Official Website: http://www.dmanc.org/event_aug_12.html