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Session I – Differentiate Your Brand

March 27, 2019 – Breakfast Session – 7:30am – 10:00am

Agenda

7:30 Registration & light breakfast and networking

7:55 Opening Remarks – Derek Lackey, President, Direct Marketing Association of Canada.

8:00am – 9:00am Hilton Barbour

People, Not Pixels, Are Your Source Of Brand Differentiation  

Our Digitally-obsessed marketing environment has made us reliant on Pixels and Programs. But innovation, customer experience, agility and even resiliency is driven by our people. That’s culture and, the smartest organizations realize that culture is what makes them truly unique. Drawing on over 45 global interviews, Hilton will make the case for why astute marketers are taking charge of building Culture as their only source of differentiation and sustainable competitive advantage.

9:00am – 10:00am Derek Lackey 

What the GDPR is Going On?

Derek will bring you up to speed on the new rules for marketing your products to EU citizens. GDPR and ePrivacy have completely changed the marketing landscape. If you sell product in Europe (and the US and Canada are soon to follow the GDPR lead) you have to understand the rules of consent and permissions. Data is no longer yours. It belongs to the individual and there are strict new rules with billions of euros at stake. Learn about the practical changes you have to make to sell your products now and in the future and how you can turn that into a competitive advantage.

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Session II – Online Engagement Strategies

April 24, 2019 – Breakfast Session – 7:30am – 10:00am

Agenda

7:30 Registration & light breakfast and networking

7:55 Opening Remarks – Derek Lackey, President, Direct Marketing Association of Canada.

8:00am – 9:00am Joel Mandelbaum, IOPW Inc,  

Disruptive platforms to grow your online presence 

Joel shows us you can teach an old do new tricks as he takes us through the future of Search and Pay Per Click. We all learned this 15+ years ago and it served us well at the time. But some of us are still doing what we were originally taught! Despite the fact that Google has changed the game 37 times since then! Joel will present some clear ideas and strategies that enabled clients to gain full control of your reviews and show up in searches when you you should.

9:00am – 10:00am  Andrew Jenkins, President, Volterra Consulting

Strategies for Reaching and Engaging the Distracted Customer

Increasingly our customers are time-starved and distracted. They have been broken into audience fragments and niches that are more difficult to reach every day.

One thing for certain is that they are spending more time with social media and consuming greater and greater volumes of content. Social media and the content that drives it have gone from fun distractions to necessary channels of communication.

How do we as organizations and individuals, navigate this fast-paced and dynamic social media environment? How can we leverage social media content for our organizational objectives? How can we be heard above all the noise? How do we determine ROI? What are the best practices to ensure success with content marketing and social media?

With the proper approach individuals and organizations can find the right content for their target audiences, support their sales and marketing strategies, and drive both engagement and impact.

This interactive session will examine the current social media and content marketing landscape, trends, and how to evaluate and manage your content marketing efforts in an efficient and scalable way

By sharing best practices and case examples, this session will provide the critical steps to establish and build your reputation as a resource for valuable, informative, and helpful content and support your sales and marketing efforts.

By the end of this session you will:

    • Have a deeper understanding of the current social media landscape, trends and more, specifically related to content
    • Know how to evaluate content, manage content curation, and use content t0 engage prospective and current clients
  • Learn best practices for establishing and building your personal brand and thought leadership

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Session III Digital Marketing Strategy

May 15 – Lunch & Learn – 11:30am – 2:00pm

Agenda

11:30 Registration & networking – lunch served at 11:45

11:55 Opening Remarks – Derek Lackey, President, Direct Marketing Association of Canada.

12:00pm – 1:00pm – Kevin Adema

Marketing is Under Attack. Impact Strategies for Marketers

20 years in, we’ve learned a great deal about digital marketing, including what works and what does not. Including the difference between speaking to mass audiences (which we were all pretty good at) and having a real time, two-way dialogue with a potential customer (which few of us do well). Kevin will unpack and put marketing in context for marketing in today’s digital-first world.

1:00pm – 2:00pm – a chat with Ted Boyd, Phillip Crawley and Joan Brehl of the Alliance for Audited Media  

Who is Responsible for Driving Trust in Media and Marketing?    

For the past 25 years, digital innovations have continually changed the media landscape. Marketers invest to reach the right consumers at the right time, while publishers engage those consumers with quality content. But at the same time, the industry has lost billions annually to digital advertising fraud. There is a real need for better business practices to drive trust with the consumers marketers want to reach across digital platforms. Is 2019 the year when trust and transparency will finally restore confidence in the digital advertising system?

AAM’s Joan Brehl will lead a discussion with Phillip Crawley, Publisher and CEO of The Globe and Mail, and Ted Boyd, CEO of Current International, about bold new ways for marketers to improve return on their media investments. The group will discuss why it’s crucial for marketers to drive media assurance and how accountability in advertising ultimately supports accountability in journalism.

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