Think Inside the Box - Survival of the Fittest : Vancouver Agenda

1Our Sponsors: PLATINUM GOLD SILVER BRONZE

VANCOUVER,

British Columbia, Canada

September 16, 2014


Who should attendSeptember 16, 2014

Survival of the Fittest’

Communications are evolving at an accelerating pace. Natural selection is at work, where only the most compelling, most relevant and most persuasive

messages can be counted on to thrive.

Come find out how today’s top marketers are adapting, integrating proven strategies with emerging tactics in the high-stakes business reality of Survival

of the Fittest.

The Conference will bring together experts in marketing, technology, economics,

creative/production, and other fields to provide information and share experience and insights in

Direct Marketing.

Cost to Attend: Free

When: September 16, 2014

Where: Vancouver Fairmont Hotel, 900 West Georgia Street, Vancouver

Starting at 8am with Breakfast & Registration. Finishing at 4pm

REGISTERhttp://www.canadapost.ca/ext/en/dm/?p=3999


AgendaSeptember 16, 2014

Breakout Session (Vancouver Island): Braden

Douglas,Founder & Principle, Relevention

Marketing Inc.

@braden_douglas

PARTY TIME: Getting Results in Turbulent

Times (Inflatable Gorillas Not Required)

Breakout Session (Pacific Ballroom):

Sarah Hillifer, Manager, National Sales

Promotions, A&W @sarahhillifer

Targeting Your Direct Mail – How to

get the highest return on your

investment

10:30


Bob Simpson, Creative Director,

Rethink. @bobbytwats

Experiments Gone Right – Testing the

waters with big thinking on a small

budget


Lynne Boardman, Managing Director,

Harvey McKinnon Associates

@lynneboardman

The Brave New World of Direct

Response Fundraising: Direct Mail and

Beyond

Networking Break (Pacific Foyer)

Keynote Speaker; ‘I wouldn’t do that if I were you’ (Pacific Ballroom)

Drayton Bird, Founder at www.askdrayton.com Sponsored by Mail-o-Matic

Breakout Session (Vancouver Island): Garnet

McElree, Creative Director, The Marketing

Den @mopop

Survival After The Age of The Buzzword

11:00

Master of Ceremonies - Introduction to the day (Pacific Ballroom)

Mike Cowan, Vice President Sales & Marketing, Kirk Marketing

8:45

Networking & ‘Afternoon Tea’ – finish by 4pm (Pacific Foyer)3:15

Summary of the day & Closing comments (Pacific Ballroom)2:30

Keynote Speaker; Turnaround at The Bay: How Bonnie Brooks Revitalized Canada's

Iconic Retailer (Pacific Ballroom)

Bonnie Brooks, Vice Chairman of Hudson’s Bay Company

1:30

Breakout Session (Vancouver Island): Peter

Reek, President, Smart Savvy & Associates

@peterreek and Jaylene Crick, Recruitment

Consultant, Smart Savvy & Associates

@smavvyjay

Smoke Out the Pretenders - How to Hire

Proven, #StandApart Marketers (And, how to

ensure you ARE one as well)

11:30

Lunch and Networking Break (Pacific Foyer)12:00

Canada Post Overview, Introduction of Keynote Speaker (Pacific Ballroom)

Jennifer Campbell, General Manager Commercial Marketing, Canada Post Corporation

1:00

9:10

8:00 Registration, Breakfast, Networking (Pacific Foyer)

9:00 Welcome & Introduction of First Keynote (Pacific Ballroom)

Stacey Cummings, Director Agency & Tradeshows, Canada Post Corporation

10:15


HOSTED BY Jennifer Campbell

Jennifer CampbellGeneral ManagerCommercial MarketingCanada Post Corporation

Jennifer is a leader in multi-channel Marketing strategy, and has spearheaded countless initiatives to support the industry. She joined Canada Post in 2006 and leads a team of experts who bring hands-on marketing experience and knowledge to a wealth of customers, agencies and industry partners across the country. Jennifer and her team develop business-building marketing initiatives to inspire marketers, agencies and industry partners, show the art of “what is possible” and to drive multi-channel business growth for Canada Post. She also promotes industry best practices and marketing initiatives, and provides the education and support that help marketers act on insights to maximize their ROI.

Jennifer has an extensive background in multi-channel marketing, segmentation and CRM that has been developed throughout her extensive career. Prior to Canada Post, she held senior marketing roles at American Express and TD Bank. She also worked on the agency side at Blitz (Cossette) and InfoWorks, consulting to companies specializing in marketing and segmentation strategies. A Queen’s University graduate (BA Hon. and MBA), she also holds a Masters Certificate in Innovation Management. When she isn’t talking about marketing, she is often thinking about it, while plodding through more than 25 half and 2 full marathons.


Opening Keynote – Drayton Bird

Drayton Bird

In 2003, the Chartered Institute of Marketing named Drayton Bird one of 50 living individuals who have shaped today’s marketing. Other names included Philip Kotler, Tom Peters and Theodore Levitt.

With two partners he set up what became Britain’s largest direct marketing agency which he sold to Ogilvy and Mather, where he became Vice Chairman and worldwide creative director of what is now OgilvyOne and was elected to the main Ogilvy Group Board. Over the years he has helped sell everything from Airbus planes to Peppa Pig.

Drayton has lectured in 53 countries for many organisations. Sir Martin Sorrell, CEO and founder of WPP, the world’s largest advertising and marketing services group said: “People all over the world have been lucky enough to learn from him.”

“I wouldn’t do that if I were you”

What 50-odd years and 50–odd countries taught me about success and failure.

With a few wise words from David Ogilvy on video

Is the vital factor in communications the most ignored? Startling facts about marketing "experts".

Reinventing the wheel – time after time after time. Are you being fooled by fancy phrases?

Why doesn’t top management love you? New names for old games - What about social media? – Measure or guess?

A quiz for all you experts – Seven deadly sins - Ten commandments for success.

Sponsored by


Closing Keynote – Bonnie Brooks

“Turnaround at The Bay: How Bonnie Brooks Revitalized Canada's Iconic Retailer

Some said Hudson's Bay Company couldn’t be saved. By 2008, the world's oldest continuously running company was out of steam. With sales plummeting, and morale low, the brand had lost its lustre. Then, Bonnie Brooks took the helm. As the first female CEO and President of Hudson's Bay she brought sweeping and transformative changes. HBC was repositioned and transformed across Canada, it merged with Lord and Taylor in the USA, and its successful IPO fueled the acquisition of Saks Fifth Avenue.

The buzz grew, profits surged, and the brand was restored. In the end, HBC's turnaround, achieved under enormous pressure, overshot all expectations. How did Brooks revitalize HBC? And what can your company learn from her success? Weaving the story of The Bay with her "turnaround" and career stories, Brooks talks, with charming ease and practical insights, about what it takes to grow and lead—and change—any organization. What is your company's actual vision? Can you articulate it clearly, tangibly? In a talk that encompasses leadership, marketing, strategy, and much else, Brooks offers a practical, stylish, and wholly optimistic view of best business practices.


Breakout Session:10:30am

Sarah Hillifer, Manager – National Sales Promotion, A& W of Canada Inc

Targeting Your Direct Mail – How to get the highest return on your investment

Room: Pacific Ballroom

Wondering how you can be more efficient in your direct mailing, while still generating a similar return on your investment? Targeting your direct mail distribution may be your answer.. This presentation will walk you through a real-world experience of testing direct mail targeting. It may surprise you who is actually using your direct mail!

Speaker BioSarah Hillifer is the Manager of National Sales Promotions for A&W Food Services of Canada Inc. She holds a Bachelor of Commerce in Marketing from UBC. Sarah has worked in the A&W Real Estate department specializing in consumer research and site-selection analysis, managed the restaurant modernization program, before moving to her current role; managing promotions and the direct mailing program.

Braden Douglas, Founder & Principle, Relevention Marketing Inc.

PARTY TIME: Getting Results in Turbulent Times (Inflatable Gorillas Not Required)

Room: Vancouver Island

Do you feel like you're forcing your message on the market? Stop pushing and start marketing the right offer, at the right time, to the right audience. With the fundamentals of business strategy in place, a holistic marketing mix (online and offline activity) can bring the party to your door. This presentation will focus on the strategies and principles of building a successful marketing approach in today’s changing environment. The great party trick that never gets old.

Speaker BioBraden Douglas is a marketing and advertising expert and the founder of Relevention Marketing Inc.—an elite marketing and creative team that produces game-changing campaigns for small and medium sized organizations. Braden is an industry leading trailblazer delivering hard-hitting marketing and leadership advice to audiences around the world.


Breakout Session:11:00amLynne Boardman, Managing Director, Harvey McKinnon Associates

The Brave New World of Direct Response Fundraising: Direct Mail and Beyond


Direct mail plays a mighty role in charity fundraising, finding new donors and raising additional income from existing supporters. As times change, so must the way that charities raise money from their supporters. Lynne will highlight case studies from her clients and other charities in Canada and abroad. Multi-channel Activist to Donor conversion strategies; Legacy Marketing campaigns; and Monthly Giving will all feature in this presentation.

Speaker BioLynne Boardman has been working in fundraising for nearly 20 years, in Canada and the UK, representing a myriad of different causes from overseas development to health care, environmental causes, human rights, homelessness organizations and animal welfare groups. Lynne works for Vancouver and Toronto-based fundraising consultancy, Harvey McKinnon Associates. She oversees client services and strategy for clients like Amnesty International, Oxfam Canada, Ecojustice, and the Mustard Seed mission.

Garnet McElree, Creative Director, The Marketing Den, Maude & Pepper

Survival After The Age of The Buzzword


Spoiler alert - Surviving the Information age is not as difficult as people would have you believe. Sure, the tools have changed, but the fundamental human truths that underpin successful direct marketing have not. This interactive session will debunk the myth behind modern buzzwords and remind you that before they were fans, clicks or likes - people were just people.

Speaker Bio Garnet McElree is an internationally award-winning Creative Director, entrepreneur and strategic Marketing Consultant. Working on some of North America’s largest and most diverse brands, Garnet’s experience spans traditional advertising and branding to online and direct marketing. He is a guest lecturer for the Emily Carr University of Art and Design and speaks regularly on the evolution of branding and trends which impact consumer behavior.


Breakout Session:11:30amBob Simpson, Creative Director, Rethink

Experiments Gone Right – Testing the waters with big thinking on a small budget


Direct mail that not only gets looked at but played with.

Case studies will be presented during this session, including:Bulk Cat Litter Warehouse – Catnip Campaign: http://www.rethinkcanada.com/work/bulk-cat-litter-warehouse/2014/design/catnip-dmNo Tankers (Dogwood Initiative) and others.

Speaker BioSince joining Rethink in 2003, Bob has worked on more than three million different accounts, including A&W, Molson, Canadian Men’s Health Foundation, BCAA, Alzheimer Society of BC, Mr. Lube, Vancouver Canadians and Royal BC Museum. He’s won some awards and also not won some awards.When not working, Bob likes to do whatever his wife Karen and two daughters tell him to do. Not surprisingly, he also likes to run, and even pays money to enter races so that he can run and not be told to do stuff. He also once ate his height in hot dogs.

Peter Reek, President, Smart Savvy & Associates

Smoke Out the Pretenders - How to Hire Proven, #StandApart Marketers (And, how to ensure you ARE one as well)


We maintain: no one has the potential to pull the wool over your eyes like a marketer. In the workplace there is generally a top 20%, a middle 60% and, a bottom 20%. With each interview, we are always looking to identify individuals who fall squarely within the top 20% of their field. Those who truly #StandApart. In this presentation, we will provide you with practical tips on how to identify (bona-fide) top performers and attract them to your team (and be one yourself).

Speaker BioPeter is the Founder and President of Smart, Savvy + Associates. He has been helping companies make smart decisions and build for success for over 25 years. Seasoned in market research, brand architecture and senior-level marketing, Peter knows what businesses need to meet their goals. He also knows WHO they need. He can spot the star and sniff out the imposter. Peter has served clients in a variety of industries, lead sizable teams and launched divisions in Canada, US, Europe and Australia.

Think Inside the Box - Survival of the Fittest : Vancouver Agenda

Marketing

Transcript of Think Inside the Box - Survival of the Fittest : Vancouver Agenda