Multichannel Workshop
Saturday, October 9
Part I, 10:00am-12:30pm
Part II, 2:00pm-4:30pm
Sunday, October 10
Part III, 9:00am-11:15am
Part IV, 1:00-2:25pm
Segments of this workshop are designed sequentially. Attendees benefit most by attending the entire intensive.
This intensive will provide in-depth knowledge on how to understand your customer and develop a world-class customer-centric multichannel marketing program that will create a positive customer experience both pre- and post-point of purchase. Each section will include case studies of highly successful multichannel marketing programs as well as breakout sessions to help you learn from other attendees and start to build your own successful customer-centric program.
Part I: Developing a Customer-Centric Multichannel Marketing Strategy
A well designed customer-centric multichannel marketing program provides added value and differentiates your company from the competition while driving the highest level of marketing effectiveness. Learn how to design a multichannel marketing strategy that leverages customer behavior, and then, evaluate the effectiveness of it, overcome any internal obstacles, and make all customer contacts and touch points work together. This session will teach you what elements you need to be successful in developing a world-class customer-centric marketing program.
Learning Points:
- How to define customer segments based on behavior and their life cycle
- Why customer-centric marketing should be the foundation of your marketing strategy
- What touch points to include in your multichannel marketing program
- Which resources you need to be successful (metrics, culture, technology)
Speakers:
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Michelle Farabaugh, Partner, LENSER |
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Al Bessin, Partner, LENSER |
Part II: Taking Contact Management to the Next Level
Learn how to leverage your multi-media marketing program based on the customer’s life cycle. Discussion will include the details of aligning print mailings, emails, store events, website content, call center activities and other communication elements to make all channels work in concert. Uncover the key principles of a successful, integrated multichannel marketing program that will drive double digit improvements in your results. World-class examples of results driven marketing programs will be reviewed. In addition, break-out groups will share and work on developing additional multichannel marketing programs.
Learning Points:
- How to execute customer-centric multichannel contact strategies
- Learn from case studies of how companies leverage the customer life cycle
- How to improve contact strategies to generate world class results
Speakers:
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Larry Marmon, Partner, LENSER |
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Carol Worthington-Levy, Creative Partner, LENSER |
Part III: Leveraging Data as a Competitive Advantage: Gaining Marketing Intelligence
This intensive session focuses on how to measure results in a complex, multichannel, multi-media marketing environment, and the foundation you need to achieve that. Both consumer and business shopping behavior will be addressed as well as how, using the right tools, you can plan better and create more effective marketing strategies that will support a competitive position in the market and maximize the relationship with your customers. A case study on how to leverage customer behavior to improve marketing effectiveness will be shared, using break-out groups to apply the learning to your own situation.
Learning Points:
- How to bridge the gap between marketing silos
- What multichannel metrics should be used for performance measurement
- The role a marketing database plays in the new multichannel paradigm
Speakers:
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Al Bessin, Partner, LENSER |
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Michelle Farabaugh, Partner, LENSER |
Part IV: Driving a Direct Business through High Value Tactics
In highly successful multichannel businesses there are key strategies and techniques employed by top companies to achieve excellence. In this fast paced wrap-up session, we will discuss the top ten tactics guaranteed to maximize your results. Attendees will learn the best practices they need to master and prioritize within their company to be highly successful.
Learning Points:
- Learn the most important fundamentals to yield the greatest improvement in ROI
- Prioritize traditional and emerging techniques to immediately impact business
- Avoid pitfalls of seductive but unproductive programs
Speakers:
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Bill Nicolai, Sr. Partner, LENSER |
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Al Bessin, Partner, LENSER |
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Larry Marmon, Partner, LENSER |
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Geoff Wolf, Partner, LENSER |
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Session Tracks
