Stefan Tornquist
Marketing Sherpa
Your Guide to the Future
MarketingSherpa (www.MarketingSherpa.com ) is a research company that guides marketers in the digital world via real life case studies. In this session, Stefan Tornquist will use MarketingSherpa's latest research to explore key challenges and opportunities in the principal online tactics of search, email and Web site marketing, as well as a look at the role of emerging media in the future of online commerce. Stefan is a highly rated, in-demand speaker who oversees MarketingSherpa's research initiatives and is responsible for MarketingSherpa's annual Benchmark Guides for Email, Search, Ecommerce and Business Technology Marketing. Stefan has been quoted in the Wall Street Journal, Business Week and has appeared on CNBC's Street Signs.
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Kyle MacDonald
One Red Paperclip
Anything is Possible
Kyle MacDonald started with one red paperclip and after 14 trades, ended up with a house. He launched his quest on the Internet and used the web to solicit trades from all over the world. The story travelled like wildfire and caught the attention of news and entertainment agencies across the globe. During this session, MacDonald will illustrate how social networking can gain incredible momentum that may work for-or against-you. He will share tips for capturing that highly coveted “media buzz”. Plus, you’ll learn about MacDonald’s encounters with Alice Cooper and Corbin Bernsen, and understand that his story isn’t really about the trades he made, but about building relationships, being open to adventure and believing in a dream.

Bill Sweetman
General Manager, Domain Portfolio, Tucows
Domain Name Karate: The ‘Ancient’ Art of Maximizing and Defending Your Domain Names
Think what comes after the “www” isn’t very important? Think again. In the fiercely competitive Internet landscape, the difference between success and failure can often hinge on something as seemingly mundane as your domain name. Join Bill Sweetman as he reveals secret Domain Name Karate techniques that will give you the upper hand. Learn powerful moves to protect your domains names, negotiate without overpaying, increase your website traffic(even from expired domain names!), and outmaneuver your competitors.
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DM Day Case Camp Part I
Louisa Flinn, Mark Donnelly, Brooke Hanson, BCAA
Yes! You can Drive Integrated Marketing ROI! (A BCAA Case Study)
Our version of case camp is an interactive opportunity to learn through case study presentations. Presenters will share the good, the bad, the ugly and the lessons learned—and you get the chance to participate through the lively Q & A period. Hear the marketing challenge, evaluate the solution and see the results. In this session, you’ll learn about BCAA’s Home Insurance integrated marketing case study—including tv, direct and email marketing, online banner advertising and pay-per-click advertising. Hear three speakers from the same company who all played a key role in the rollout of this campaign.
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Catherine Pearson
Environics Analytics
You’ve Got Mail: Targeting Direct vs Online to Increase ROI
The average consumer is bombarded with over 3000 different messages in a day. As the lines between marketing channels continue to blur, the need to measure, test, understand and optimize cross channel purchase behaviour has become a critical requirement. No longer is targeting just sending the right piece to the right person at the right time. Marketers need to send the right message through the right channel to reach the increasingly time-starved Canadian consumer. Learn how Disney Parks & Resorts used e-mail technology from ThinData and MSN/Sympatico together with traditional techniques to turn marketing into magic. Catherine Pearson will discuss how Disney’s theme park business integrated marketing and analytics to diversify its target market across multiple generations and then tested and tailored their marketing communications by channel preference to double their response rate.
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Steve Slaunwhite
Direct Marketing Copywriting
DM Copywriting: Inside Strategies for Getting More Response, Clicks or Conversions
How do you write a successful email promotion? What should you never say on a landing page? Do long direct mail letters work anymore? What are the rules for writing for social media? You'll get these answers and more in this fast-paced session on direct marketing copywriting. Author and copywriting expert, Steve Slaunwhite, will show you the time-tested techniques and latest best practices for writing DM communications that win. This is a practical session. So whether you write, review, or approve copy, you'll be able to apply what you learn right away
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Richard Muller, SVP, KnowledgeBase Marketing
Andrew Gregory, Managing Partner, Exponentia
Mobile marketing: marketing on or with a mobile device
It’s simple to describe but still difficult to pull off successfully. Find out what the trends, issues and opportunities are in this emerging channel, and hear about examples from the world of sports and entertainment, including case studies from the Toronto Maple Leafs, HSBC Celebration of Light and the Indianapolis 500.
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DM Day Case Camp Part II
Paula Skaper, President, Kinetix
Kim Madu, Marketing Manager, PNE
Case I: Integrating Social Media into the Online Marketing Mix
Paula Skaper, President of Kinetix Media Communications, and Kim Madu, emarketing manager for the Pacific National Exhibition will present the results and the learning from this summer’s online contest for the 2007 Fair. The program combined email, web advertising, online contesting and social media initiatives with other Fair marketing to drive list growth for the PNE’s email subscriber program. We’ll tell you what worked, what could have been better and what surprises were in store for us.
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Joel Tkach, Tourism Vancouver
Chris Goward, Wider Funnel
Case II: Bringing Increased Tourism to BC<
Learn how Tourism BC boosted conversion rates by 7% and saw increased travel to your province. As a marketing-oriented organization, Tourism British Columbia's mandate is to promote the growth and development of its $9.8 billion tourism industry through innovative programs and industry development initiatives. Attend this session and learn how, when Tourism BC needed a way to maximize its US DRTV ad campaigns' conversion rates, it turned to an innovative and fast growing strategy called Conversion optimization to deliver measurable results.
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Seth Romanow , Microsoft
Andrea Hadley, NetSetGo
Web Analytics to Marketing Optimization
The Accelerant to Data Driven Business Decisions
In 1970 Lester Wunderman coined the term “Direct Marketing”. In the 1980s we saw the emergence of database marketing and predictive modeling. In the 1990s the commercial Internet was born as was CRM, email marketing, 1to1 marketing and web marketing. We also saw business intelligence, customer intelligence and knowledge management find their place in the mix. In 2002, performance marketing was introduced, then in 2005 the industry of web analytics was launched. So what does all this mean today? Direct marketing may have been the first step towards target marketing and marketing measurement, but the web is the accelerant. The web has given us the ability to more fully measure marketing results, both online and off; has provided a channel for two-way communication with customers; and has brought both qualitative and quantitative disciplines together, enabling us to take what we learn from the web and use it in making some of our most significant marketing and business decisions.

As we see the lines between marketing channels blur, we also see the lines between people, processes and tools used to analyze cross channel data blur. The skills and processes learned through direct marketing have become the foundation of the new marketing mantra “measure, test, understand and optimize” making these skills along with the people who have mastered them, not only key players, but necessities to the marketing and business development teams of today and tomorrow. In this session you’ll get a snapshot of the current status of web analytics, what the opportunities are for Direct Marketers and insight into how companies like Microsoft are leading the way to marketing optimization and the continuous, integrated approach of improving marketing results through more informed, data driven business decisions.
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Geoffrey Bird, BCIT
DM Day “Back to Basics” Bootcamp
Whether you are a new recruit on the DM frontlines, or a seasoned veteran that just isn’t hitting the target, it’s time to head to boot camp. In this one hour session, we go back to the basics to ensure your mail and email is getting delivered, getting opened and getting the job done. So drop your DM and “give it 20” – that’s 20 tips that will get your strategies and tactics into tip-top shape—ready to a take a stand in any mailbox or inbox, and bring customers home to victory. Hey, why not let your DM… be all that it can be!