NEMOA Spring 2023: Full Schedule

12:00pm EDT

Registration/Conference Check-In

If you are attending a workshop on Tuesday, please check in and pick up your badge. Feel free to also check-in today to pick up your materials and badge so you can miss the morning rush.

Tuesday April 4, 2023 12:00pm - 1:30pm EDT

Networking Networking Celebrations Celebrations

1:30pm EDT

Workshop A - PRINT/CATALOG STRATEGY

Define the Objectives and Outline the Steps for Planning, Developing and Executing an Effective Print Piece/Catalog

Define the overall strategy and establish clear objectives
Outline the critical questions that must be addressed BEFORE embarking on a prince piece/catalog
Examine the financial model to determine if a print piece makes sense
Formulate a product strategy and determine the merchandise mix
Build the assortment plan using historical and available data
Discuss different design, messaging and formatting approaches and ensure they are channel-appropriate
Develop a circulation strategy based on analytics to target prime customers

Speakers

Heather Murphy

Co-Founder, AIM360 MARKETING

Direct Marketing may have accidentally found me 25 years ago, but I have purposely stayed to grow-up in this space. Every day is a chance to learn something new, teach someone what I know, and grow my passion. I love the connection and camaraderie I have built; my network provides... Read More →

Chrissie Sternberg

Co-Founder, AIM360 MARKETING

Direct-to-consumer marketing is what I’ve spent the last 20+ years focusing on and where I hope to spend the next 20+. I love it. I do! I get to spend my days talking with retailers about how to best invest their marketing $. Heaven! Diving headfirst into campaign results data... Read More →

Tuesday April 4, 2023 1:30pm - 4:30pm EDT

Educational Content

1:30pm EDT

Workshop B - CIRCULATION MANAGEMENT

Determine How Many, How Frequently and How to Analyze the Data to Manage an Effective Direct Mail Campaign

Understand how the purpose of the mailer drives the circulation (Branding, Inventory Liquidation, Topline Sales, Bottom Line Profit)
Determine who should be receiving the direct mail and derive the mix of house and rental lists (Acquisition, Retention, Reactivation)
Explore strategies for segmenting the audience to determine who is most likely to buy
- RFM based segmentation
- Predictive modeling based segmentation
- Incremental predictive modeling based segmentation
Discuss why measurement methodology matters when determining success (First touch, last touch, any touch, multi touch)
Evaluate options for tracking the results from the mailing and determining organic sales rate
Refine future circulation strategies based off of prior campaign results
Develop a contact plan across multiple efforts

Speakers

Nate Goldenman

Vice President, Customer Success, CLARIO INC.

After spending half his career marketing brands like the PGA, Major League Baseball, The History Channel, and Executive Education at the University of Minnesota Carlson School of Management, Nate discovered Clario and wished he’d found it sooner. Now, with 20+ years of direct mail... Read More →

Antje Monaghan

Vice President, Contact Analytics, CLARIO INC.

After years of marketing for brands like LL Bean, Antje had experienced the limits of what existing quantitative marketing tools could do. Knowing there was plenty of room for improvement, she joined the Clario team. Now she helps brands like Road Scholar, Northern Tool, and Full... Read More →

Tuesday April 4, 2023 1:30pm - 4:30pm EDT

Educational Content

1:30pm EDT

Workshop C - CREATIVE AND CONTENT

Develop Design Copy and Content Thhat Clearly Reflects Your Brand and Resonates with Customers

Define the goals of the project to ensure you are solving the right creative problems
Learn strategies for powerful copy that informs and drives action
Understand techniques for design that stands out from the crowd and is uniquely you
Discover basic human truths that all consumers have in common
Examine the use of creative versioning to customize a print marketing message for a specific audience
Discuss examples of out-of-the-box content that connects with buyers such as user experiences, storytelling, etc.

Speakers

Brent Niemuth

President, Chief Creative Officer, J. SCHMIDT & ASSOCIATES

Brent is considered a thought leader in the world of branding and marketing. He has spent over 35 years in the marketing and advertising industry as a creative director, art director, designer and brand strategist. He has devoted his entire career to helping companies differentiate... Read More →

Tuesday April 4, 2023 1:30pm - 4:30pm EDT

Educational Content

5:30pm EDT

Opening Reception River Cruise!

Let's get ready for NEMOA with a cruise around Boston Harbor. Make your way to the dock right at The Encore, the boat leaves promptly at 6 PM, but the bar opens at 5:30 PM. Enjoy some drinks and reconnect with your NEMOA colleagues!

SPACE IS LIMITED and we do anticipate reaching our max, so be sure to indicate when you register if you'll be attending.

Tuesday April 4, 2023 5:30pm - 7:30pm EDT

Networking

7:30am EDT

Main Conference Registration and Breakfast

If you picked up your badge on Tuesday, no need to check in again today you can head straight to the Connection Café for Breakfast.

The Connection Café
All networking breaks take place in our Connection Café, offering a casual space to informally engage with old and new connections in an easy, friendly environment. This is a no-booth, non-intimidating space but don’t worry, you’ll still leave with swag! Make your way to the swag tables to pick up some valuable tchotchkes and gifts for the kids!

Wednesday April 5, 2023 7:30am - 9:00am EDT
The Connection Café

Networking Networking Celebrations Celebrations

8:00am EDT

First-Timer's Networking Breakfast

NEMOA is more like a family, with members returning to the events year after year, but we also welcome and celebrate all of our first-time participants, with this exclusive breakfast. If this is your first time at a NEMOA event, don’t miss this opportunity to meet the board and start the conference right.

Wednesday April 5, 2023 8:00am - 9:00am EDT

Networking Networking Celebrations Celebrations

9:00am EDT

NEMOA Chairman Welcome and Opening Remarks

Speakers

Steve August

NEMOA President; Vice President, Marketing, ROAD SCHOLAR

Steve oversees digital marketing, catalog circulation, and campaign analytics for Road Scholar. Previously, he was CMO at Universal Screen Arts, SVP of Marketing at The Sharper Image, and OVP of Marketing at Brookstone. Steve holds a BA in Economics from St. Anselm College and an... Read More →

Wednesday April 5, 2023 9:00am - 9:30am EDT

Educational Content

9:30am EDT

OPENING KEYNOTE: FIERCE LOYALTY

Humanize your Brand’s Presence to Create an Emotional Connection and Build Tattoo-Worthy Customer Relationships

Understand how to evolve customer relationships from superficial to super meaningful
Focus efforts on improving competitiveness and becoming a leader of the pack
Learn from a major player responsible for transforming Harley Davidson from a laggard in a me-too market to one of the world’s most beloved and dominant brands
Position your business to ensure that it is memorably different than competitors

Speakers

Ken Schmidt

Customer Loyalty Expert, Legendary Former Director of Communication, HARLEY DAVIDSON

One of the most in-demand speakers and communications consultants in America, Ken Schmidt has lived a life that most can only dream about. He has toured the world on two wheels, met with presidents and royalty, partied with movie and music legends, and appeared numerous times on network... Read More →

Wednesday April 5, 2023 9:30am - 10:15am EDT

Educational Content

10:15am EDT

Networking and Refreshment Break

Wednesday April 5, 2023 10:15am - 10:45am EDT
The Connection Café

Networking

10:45am EDT

THE NEW AGE OF PRINT MARKETING

Recognize the Dramatic Shift in the Role of Direct Mail from a Transactional Tool, to a Loyalty Driver for High Paying Customers

Examine the evolution of print marketing and how the purpose has changed over time
Understand how the pandemic redefined print marketing and direct mail
Evaluate how to justify the high costs when compared to digital, and if the returns make print a worthwhile investment
Predict what’s next and how print marketing will continue to evolve

Speakers

Jennifer O'Beirne

Former Head of Brand and Creative Services, STAPLES

Wednesday April 5, 2023 10:45am - 11:15am EDT

Educational Content

11:15am EDT

INTERACTIVE PANEL: MARKETING SPEND ALLOCATION

Leading Brands and Partners Share How They Determine their Ideal Media Mix and Execute Clearly Integrated, Consistent Messaging Across All Channels

Discuss the impact of rising direct mail costs on allocation of marketing spend
Understand the role of print marketing in the overall multi-channel marketing campaign
Examine the data driving decisions on spend allocation and how to benchmark performance YOY

Speakers

Neal Patrick

Vice President, Business Transformation and Projects, L'OCCITANE GROUP

I’m Neal Patrick, Vice President of Transformation and Projects at L'Occitane North America. I am a data driven marketer with over 20 years of experience growing businesses through a combination of understanding customer behavior, analytical and CRM skills, and business acumen... Read More →

Stephanie Stopka

Global eCommerce Business Development Director, DESIGN TOSCANO

Eileen White

Senior Vice President, Sales and Marketing, INDRIO BRANDS

Highly energetic and results-oriented eCommerce and Marketing professional with over 25 years of experience. Well developed skills and knowledge in all areas of eCommerce and marketing. Strong team player with great project management skills. Ability to multi-task and excel in a fast... Read More →

Jackie Marquis

Senior Vice President, Data Solutions, EPSILON

Wednesday April 5, 2023 11:15am - 12:15pm EDT

Educational Content

12:15pm EDT

AWARDS CELEBRATION

Rising Stars Awards
At every NEMOA Summit we celebrate the next generation of multi-channel marketers by selecting from submitted nominations those rising stars who are already making change and are well on their way to innovate and lead the industry forward as it continually evolves. Nominations are due by March 17, for more information and to submit a nomination, please click here.

Lifetime Achievement Awards
NEMOA honors members who have consistently dedicated their time to supporting the organization and who are industry leaders driving change.

Wednesday April 5, 2023 12:15pm - 12:30pm EDT

Networking

12:30pm EDT

Lunch

Wednesday April 5, 2023 12:30pm - 1:30pm EDT

Networking

1:30pm EDT

TRACK A - CASE STUDY: TEST AND TARGET

Understand Which Elements of your Direct Mail Campaign are Working to Optimize Your Multi-Channel Approach for the Greatest Return

Determine what to test by examining data from past campaigns on response and conversation rates
Leverage testing to determine if segmenting your audience geographically and/or demographically makes sense
Evaluate the impact of the actual direct mail piece, to determine if a new creative approach is needed
Test the strength of your revised campaign and piece through either A/B or multivariate tests
Measure and transform the results into actions

Speakers

Taylor May

Direct Marketing Manager, NEXAMP

Data-driven acquisition marketer with 8+ years of experience working in fast-paced, matrix organizations. My background covers both B2C and B2B in a variety of industries, including eCommerce, financial and service-based products. Specialties include offline channel strategy, omni-channel... Read More →

Wednesday April 5, 2023 1:30pm - 2:00pm EDT

Track A Sessions

1:30pm EDT

TRACK B - USER BEAHVIOR

Track Behavior Analytics from Online Users to Improve the Customer Experience

Define user behavior analytics and why it’s important
Leverage analytics to map the customer journey and any identify obstacles
Discuss different types of user behavior data and what makes the most sense to collect
Showcase examples of how analytics were collected and used

Speakers

Leslie Griffin

Senior Director, Digital Analytics, PEAPOD DIGITAL LABS

Strategic analytics leader with multidisciplinary business acumen and the ability to dive into customer insights to more efficiently drive business results. Strengths in data selection, prioritization and interpretation. MBA in Strategy & Innovation. Over 10 years experience in data... Read More →

Wednesday April 5, 2023 1:30pm - 2:00pm EDT

Track B Sessions

2:05pm EDT

TRACK A - CASE STUDY: A CATALOG ALTERNATIVE

Understand One Company's Decision to Shift to Quarterly Self-Mailers from Full Catalogs and the Successful Cost and Engagement Results

Discuss the differences between self-mailers and catalogs and the pros and cons of each
Evaluate the reasoning and objectives for moving away from catalogs
Outline the objectives of the self-mailer campaign and if they were met
Share data on reducing costs and increasing customer engagement via quarterly self-mailers

Speakers

Andrew Gershon

Executive Vice President, Sales, SANDY ALEXANDER

Wednesday April 5, 2023 2:05pm - 2:35pm EDT

Track A Sessions

2:05pm EDT

TRACK B - ENGAGE GENERATION Z

Examine Surprising Gen Z eCommerce Habits and Out-of-the-Box Partnership Strategies to Leverage Rising Talent

Compare and contrast the buying behaviors of Gen Z, Gen X and Millennials
Discuss Gen Z’s very different attitudes towards data privacy and commerce
Evaluate success with new channels to engage such as TikTok, the Metaverse and Roblox
Understand how to partner with academia to leverage, nurture and develop new talent

Speakers

Peter Howard

Executive Director, Digital Business Institute, BOSTON UNIVERSITY, QUESTROM SCHOOL OF BUSINESS

Advisor, educator and experienced eCommerce leader, helping firms achieve profitable growth through customer-focused digital experiences. Have managed both large and small organizations, grown multi-channel eCommerce businesses, and led consulting engagements with fortune 1000 co... Read More →

Wednesday April 5, 2023 2:05pm - 2:35pm EDT

Track B Sessions

2:40pm EDT

TRACK A - PANEL: CONSUMER DATA

Go from Chaos to Clarity Navigating Consumer Data Challenges for Growth

Identify the knowledge and tools necessary to use data effectively for improved outcomes
Discuss best practices for collecting, managing, augmenting, and analyzing consumer data for improved marketing outcomes
Understand how data can inform messaging, channel selection and experience creation to engage the customer beyond the ad
Share strategies for identifying opportunities for growth while creating paths for flawless and connected media execution

Speakers

Chris Saroka

Vice President, Sales and Partnership, VERICAST

Proven and dedicated leader that has motivated, delegated and empowered my team to success. Built strong internal and external working relationships as it is about teamwork and a desire to help our customers businesses grow. Working through and developing strategies in the ever changing... Read More →

Jane Milne

Senior Marketing Manager, WAYFAIR

Jake Hall

Senior Director, Strategic Development, VERICAST

Marketing and client services executive specializing in data-driven customer marketing and CRM. Excels at integrating database analytics with creative and strategy.Specialties: Client services, business management, multichannel/omnichannel CRM, database analytics, catalog production... Read More →

Wednesday April 5, 2023 2:40pm - 3:10pm EDT

Track A Sessions

2:40pm EDT

TRACK B - CASE STUDY: STORYTELLING AND INFLUENCERS

Create an Emotional Connection through Effective Storytelling and Strategic Influencers

Define an emotional connection and what this means when engaging with a brand
Share examples of storytelling through marketing and the impact
Assess the value in leveraging influencers and how to go about finding and partnering with them

Speakers

Essence Souffrant

Former Senior Director, Digital Marketing, BELK

Wednesday April 5, 2023 2:40pm - 3:10pm EDT

Track B Sessions

3:15pm EDT

Networking and Refreshment Break

Wednesday April 5, 2023 3:15pm - 3:45pm EDT
The Connection Café

Networking

3:45pm EDT

UNLOCK THE POWER OF SOCIAL MEDIA

Learn Tried and True Tips for Leveraging TikTok and Instagram’s Algorithm to Build a Community and Optimize Customer Engagement

Recognize the value of social media as a critical component of any omnichannel marketing campaign targeting Generation Z
Create emotional connections that trigger purchasing decisions and loyalty
Examine strategies for personalizing and humanizing the experience, making customers feel special and included
Discuss the benefits of building a community around your brand

Speakers

Kira Kessler

Co-Founder and CEO, ROCK N RAGS

Wednesday April 5, 2023 3:45pm - 4:30pm EDT

Educational Content

4:30pm EDT

CHAMPAGNE ROUNDTABLE DISCUSSIONS

Each conference participant selects one topic from the following list to discuss in an intimate roundtable setting over a glass of bubbly champagne or cider. You’ll be asked for your topic selections via email a week out from the conference and will have the opportunity to also sign up onsite.

PROGRAMMATIC DIRECT MAIL: Share Strategies for Integrating Online Intent Data with Direct Mail
AUDIENCE FIRST MARKETING: Discuss Why and How to Shift the Focus from the Product to the Customer
CUSTOMIZABLE PRINT: Is the Future of Print Marketing Personalized Pieces?
POST-PURCHASE PROCESS: Keep Customers with an Effective Post-Purchase Strategy
MULTI-SENSORY EXPERIENCE: Leverage an Omnichannel Media Approach to Connect and Engage with Consumers using Visual, Auditory, Tactile, Gustatory and Olfactory Senses
VISUAL CONTENT: Discuss Strategies to Get the Most Value Out of the Visual Assets
EMAIL MARKETING: Share Best Practices for Leveraging Personalized Email Marketing to Keep Customers Informed and Engaged
THE ROLE OF AI: Use Chat GPT and Other AI Tools To Enhance and Refine Your Marketing Programs
HARMONIZE SOCIAL AND SHOPPING: Examine New and Innovative Online Shopping Experiences that Integrate Social Networking
MAKING THE DIGITAL SHIFT: Understand How to Manage and Measure Success when Introducing Digital Channels
WHAT IS YOUR BRAND STORY? Define What Your Brand is Truly About and Attract Customers with Authenticity
CONNECTED TV: Reach Highly Engaged Audiences through Connected TV and OTT
HEADLESS COMMERCE: Separate Front and Back End of eCommerce Application to Enrich the Customer Experience
TALENT RETENTION: Share Best Practices for Retaining Retail Talent in this Challenging Labor Market
QR CODES: Understand the Value QR Codes and How to Effectively Leverage Them to Build Consumer Trust

Speakers

Jackie Marquis

Senior Vice President, Data Solutions, EPSILON

David Perrett

Vice President, Direct Mail Technology, SANDY ALEXANDER

Cyrus Karimini

Senior Vice President, Search & Affiliate Marketing, MEDIA HORIZONS

Cyrus Karimi has over 20 years of SEO, SEM, Affiliate and Social Media experience. I am a digital strategist with search engine optimization (SEO), search engine marketing (paid & shopping search), affiliate marketing, social media and measurement/analytics service expertise supporting... Read More →

Paula Jeske

Director, Client Development, PATH 2 RESPONSE

Wednesday April 5, 2023 4:30pm - 5:30pm EDT

Educational Content

5:30pm EDT

TOWN HALL - NEMOA Member Meeting

Wednesday April 5, 2023 5:30pm - 6:00pm EDT

6:00pm EDT

Networking Reception

Wednesday April 5, 2023 6:00pm - 7:00pm EDT

Networking

7:45am EDT

C-LEVEL BREAKFAST

We offer an exclusive opportunity for our C-Suite participants to gather and engage on leadership strategies, evolving marketing approaches, and innovating the industry forward.

Speakers

Dana Pappas

NEMOA Past President;, PLOW & HEARTH

Dana recently retired as the CFO of Plow & Hearth, LLC a privately held multi-title direct marketer, but is still actively involved. Dana joined P&H in 1999 when the company was a wholly owned subsidiary of 1800Flowers.com. He was the COO of the company from 2006-2016. He began... Read More →

Thursday April 6, 2023 7:45am - 8:45am EDT

Networking

7:45am EDT

Registration and Breakfast

Thursday April 6, 2023 7:45am - 8:45am EDT
The Connection Café

Networking

8:45am EDT

TRACK A - MYTHS ABOUT PRINT

Don't be Duped! Debunk These Common Myths About Direct Mail to Understand the True Value

Direct mail is dead, no one uses it anymore
I can't afford it, it's so expensive right now
It's difficult to measure ROI with direct mail
Direct mail makes it challenging to target people, digital is much easier
It's too hard to implement direct mail, so we'll just stick with what we know

Speakers

Kara O'Brien

Head of Offline Marketing, WAYFAIR

Kara O’Brien is the Head of Offline Marketing at Wayfair, overseeing all offline marketing channels (TV, print, audio, and others) for Wayfair and its portfolio of brands. In her almost nine years at Wayfair, she has also served as the Chief Marketing Officer for Joss & Main (one... Read More →

Audra Shue

Director, Partnerships, DELUXE

Thursday April 6, 2023 8:45am - 9:15am EDT

Track A Sessions

8:45am EDT

TRACK B - CASE STUDY: DIGITAL THEN PRINT

Discuss a Digitally Native Brand’s Journey into Traditional Print Marketing

Evaluate the drive to integrate direct mail into a previously completely digital marketing campaign
Understand the intended outcome and the objectives for adding direct mail
Examine the design and content of the print piece and how it integrated with digital efforts
Discuss if objectives were met and what was learned

Speakers

Brian DeLaite

Senior Vice President, Marketing Solutions, LS DIRECT

Marketing executive with 30 years of experience developing various CRM, new customer acquisition, and life-stage trigger marketing programs for multi-channel B2C and direct-to-consumer brands, fundraising & membership organizations, and financial/insurance companies.

Aman Advani

Co-Founder & CEO, MINISTRY OF SUPPLY

Colleen Maloney

Senior Marketing Manager, MINISTRY OF SUPPLY

Thursday April 6, 2023 8:45am - 9:20am EDT

Track B Sessions

9:20am EDT

TRACK A - CASE STUDY: NO PRINTER, NO PAPER

Learn How a Catalog-Dependent Brand Suddenly Without Printer or Paper had to Cut Costs and Adjust Their Entire Print Strategy

Recognize the challenges of working in today’s environment where printers aren’t accepting new clients and paper is scarce
Discuss the importance of catalog mailing for a legacy brand with a target market aged 65+
Leverage friends and partnerships and never burn bridges, cause when you need them, they will come through
Outline changes made to original catalog layout and features to reduce costs and how those decisions were made

Speakers

Eileen White

Senior Vice President, Sales and Marketing, INDRIO BRANDS

Thursday April 6, 2023 9:20am - 9:50am EDT

Track A Sessions

9:20am EDT

TRACK B - INTERACTIVE SESSION: CATALOG CRITIQUE

Learn the Building Blocks of an Effective Catalog and Then Work with Peers to Review and Critique A Catalog

Learn how to identify approaches and time-honored best practices to good catalog creative
Gain insight into ten filters to use while evaluating catalog creative
Understand how proven techniques can replace individual creative opinions during team reviews
GROUP EXERCISE: In small breakout groups, work. Together to review and critique a catalog, then report your feedback to the whole group

Interested in having YOUR catalog reviewed?
Take advantage of this incredible opportunity to have your catalog critiqued by the experts. Spots are limited. Contact kristen@momentumevents.com for more info.

Speakers

Michele Drohan

Vice President, Client Services Lead, J. SCHMID & ASSOC., INC.

Marketing agency veteran balances strategy, management, creative, and operations to serve brand and business objectives. Managed marketing programs for brands including: 3M, American Express, AT&T, Arthur Beren, Batesville, Blue Cross, Discovery Channel, Dripworks, Hallmark Gold Crown... Read More →

Thursday April 6, 2023 9:20am - 10:30am EDT

Track B Sessions

9:55am EDT

TRACK A - CASE STUDY: SMS MARKETING

Discuss How to Leverage Text Messages to Build and Engage Your Audience

Understand the objectives of executing an SMS marketing campaign
Demonstrate the ease of set-up and discuss timelines
Build an audience with effective targeting and messaging
Outline the text workflows and how they integrate with other marketing channels
Discuss results after one year, lessons learned, and advice for those looking to implement

Speakers

Stephanie Stopka

Global eCommerce Business Development Director, DESIGN TOSCANO

Thursday April 6, 2023 9:55am - 10:25am EDT

Track A Sessions

10:30am EDT

Networking and Refreshment Break

Thursday April 6, 2023 10:30am - 11:00am EDT
The Connection Café

Networking

11:00am EDT

CONCLUDING PANEL: THE OMNICHANNEL EXPERIENCE

Strategize on Effective Ways to Remove the Boundaries Between Marketing Channels and Engage with a Truly Seamless, Convenient and Integrated Customer Experience

Discuss the ideal customer journey and how it traverses different channels
Evaluate strategies for following the customer across channels to personalize the journey
Understand the needs of the customer and develop and experience to which they can relate
Share strategies for plans to further develop and fine-tune the customer experience

Moderator

Paula Jeske

Director, Client Development, PATH 2 RESPONSE

Speakers

Kira Kessler

Co-Founder and CEO, ROCK N RAGS

Ruth Jeffers

Chief Executive Officer, JEFFERS PET

Lynn Power

Co-Founder and CEO, MASAMI

Advertising executive turned entrepreneur with a passion for leveraging creative thinking to build businesses -- and ultimately help brands survive and thrive. Strong experience in cultural & business transformation, digital strategy, consumer insights, talent design and marketing... Read More →

Thursday April 6, 2023 11:00am - 12:00pm EDT

Educational Content

12:00pm EDT

NEMOA Chairman's Closing Remarks

Speakers

Steve August

NEMOA President; Vice President, Marketing, ROAD SCHOLAR

Thursday April 6, 2023 12:00pm - 12:15pm EDT

Educational Content