Track 1 sponsored by:

Tuesday, September 21, 2010
All sessions in Track 1 will be held in LaFleur 1 and an All Access Pass is required to attend – register for one now!

Tracking DRTV Trends: 2010
10:00 a.m. - 11:00 a.m.
Moderator: Jeff Meltzer - Meltzer Media Productions
Speakers: Scott Boilen - Allstar Products Group, Maria Eden - Mercury Media, Tim Harrington - Harrington Multi Media Marketing, Kathi Moore - Engagem3nt, David Savage - R2C Group, Paul Teja - ABC Family

In today’s hyper-competitive business climate, direct response television is evolving faster than ever before. Savvy marketers need to quickly adopt legitimate new business trends, but can’t afford to chase every emerging fad. Join a panel of industry leaders from every aspect of DRTV in a dynamic analysis and discussion of the latest trends in this fast-moving marketing discipline. Topics to be covered include the integration of different creative forms and formats into your marketing mix, emerging attribution technologies, new trends and offerings from stations/networks, developments within the U.S. Hispanic market, the latest media results and their implications—and much more.

Triggering the Purchase Impulse: Create the “Ah-Ha” Moment
11:15 a.m. - 12:15 p.m.
Moderator: Rick Petry - Rick Petry, Creative Writer LLC
Speakers: Doug Frankel - Broadcast Communications Media, Inc., Ron Lynch - Cesari Direct, Drew Plotkin - Launch DRTV, Andy Spivak - Revenue Frontier/Media Design Group, Art Wing - Little Giant Ladders

Call it the “ah-ha moment,” the “magic moment” or the “purchase impulse.” It’s that instant during a DRTV advertisement that the consumer makes the purchase decision. Knowing how to create that ah-ha moment is critical to DRTV success, whether in a short-form spot or an infomercial. In addition, different consumers have different triggers to produce this moment—understanding how to craft creative that allows for multiple “ah-ha moments” leads to DRTV advertisements that give a broader appeal and stronger ROI.

See Rick Petry's blog post about this session!

The Hitmakers
1:30 p.m. - 2:30 p.m.
Moderator: Forbes Riley
Speakers: Adam Levy - Tristar Products, Shail Prasad - Telebrands, Elliott Segal - Guthy-Renker

Don’t miss this rare and valuable opportunity to learn from the executives behind some of direct response’s greatest hits. Learn what’s hot now—or what is ready to explode—in fitness, housewares, beauty and other crucial DR categories. These trend-setters in direct response will discuss keys to drive success, shifting consumer trends, pricepoints, common mistakes to avoid, upsell and cross-sell techniques and media consumption habits—and they’ll reflect on 25 years of direct response. It’s a must-attend session!

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