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Best Buy, Steve Madden, Wet Seal execs to present at Mobile Boot Camp

March 2, 2010

bestbuy1Senior executives from Best Buy, Steve Madden and Wet Seal will discuss their mobile marketing and commerce strategies at the Mobile Boot Camp organized by Mobile Commerce Daily and the National Retail Federation in San Francisco March 2. Registration is open.

The daylong event will feature Tracy Benson, who runs mobile initiatives at consumer electronics giant Best Buy, as well as footwear and apparel maker Steve Madden’s Jared Horowitz and fellow retailer Wet Seal’s Jon Kosoff.

“Mobile is the ideal companion to retailers’ customer outreach efforts in that it gives legs to other marketing and commerce efforts,” said Mickey Alam Khan, editor of Mobile Marketer and Mobile Commerce Daily.

“This event, in partnership with the National Retail Federation and, is meant to help retailers gain smart insights into using mobile marketing and commerce to their best advantage,” he said.

Hosted at the JW Marriott Hotel in San Francisco, the conference targets retailers that want to integrate mobile into their multichannel efforts. It dovetails with NRF’s Retail Innovation & Marketing Conference March 3-4.

Speakers also include executives from Digby, ATG, Millennial Media, AdMob, Impact Mobile, Tagga Media, iLoop Mobile, Netbiscuits, Siteminis, Zumobi, Hipcricket, Microsoft and the Mobile Marketing Association.

In addition to case studies from Best Buy, Steve Madden, Wet Seal and Ace Hardware, attendees will also learn about the key elements of mobile marketing, how to use SMS in a multichannel context, six major industry trends, and building and deploying sites and applications.

The day will end with roundtables hosted by the speakers on the topics covered during the day but in a more informal manner.

“Sooner or later, the vast majority of consumers will be making shopping decisions through mobile devices, and now’s the time to anticipate and prepare for that behavior,” Mr. Alam Khan said. “The Mobile Boot Camp is designed as the ideal training ground for gaining mobile expertise in this multichannel world.”

Please click here to register for the Mobile Boot Camp.

 Mobile Boot Camp

A joint presentation of Mobile Commerce Daily and the National Retail Federation

JW Marriott, San Francisco

Tuesday, March 2, 2010

9 a.m. – 9:15 a.m.
Boot Camp Opening Remarks
Scott Silverman, Executive Director,
Dave Sikora, CEO, Digby
Mickey Alam Khan, Editor in Chief, Mobile Commerce Daily and Mobile Marketer

9:15 a.m. –10 a.m.
Embracing the Cross-Channel Mobile Opportunity
Mickey Alam Khan, Editor in Chief, Mobile Commerce Daily and Mobile Marketer
Marcus Startzel, senior vice president of sales, Millennial Media
Laura Marriott, Mobile Marketing Consultant
Jason Spero, General Manager for North America, AdMob

As Web-enabled smartphones and affordable data plans become commonplace, consumers will increasingly look to mobile devices for their shopping needs.

This evolution of behavior – from store to catalog to online to mobile – will force retailers and marketers to rethink their cross-channel marketing strategies to target on-the-go consumers.  

The panel will cover topics such as:

• How will increased mobile usage alter store-based retail and PC-based e-commerce?
• How will advertising and marketing have to change to keep up?
• How does this evolution present an outstanding opportunity just like the Internet did in the late-90s?

10:15 a.m. –11 a.m.
Essential Elements of Successful Mobile Marketing: Tools, Creative, Offers, and Measurement
Amielle Lake, CEO, Tagga Media
Jared Horowitz, Manager of Business Development and Direct Marketing, Steve Madden
Gary Schwartz, President/CEO, Impact Mobile
Michael Becker, Managing Director for North America, Mobile Marketing Association, and Vice President of Strategy, iLoop Mobile

This session will arm our attendees with the ABCs of mobile marketing and present the necessary tactical information to create their own mobile marketing campaign.  Our speakers will answer the tough questions including:

• What is mobile marketing?
• How does mobile marketing differ from mobile advertising?
• What goes into a typical mobile campaign – SMS, banner ad, Web site, application, search and coupons – and which channel or tactic is appropriate for the retailer and marketer?
• How can marketers and retailers track the performance of a mobile campaign, site or application?
• How can a retailer enable transactions at retail point of sale with mobile?

11:15 a.m. –12 noon
Using SMS To Drive Cross-Channel Success
Moderator: Dan Butcher, Staff Reporter, Mobile Commerce Daily
Zaw Thet, CEO, 4Info
Jared Reitzin, CEO, mobileStorm
Matthew Valleskey, Senior Marketing Manager for Mobile Services, Neustar

Permission-based SMS marketing is the one sure-shot mobile tool guaranteed to drive cross-channel behavior. The reason: 99 percent of the mobile phones nationwide can send and receive SMS messages.

In 160 characters, retailers and marketers can make the case for driving traffic to retail stores or online.
Learn best practices on how retailers can optimize SMS to drive customers to brick-and-mortar stores, bolster their overall loyalty program, send alerts, distribute coupons, and promote the news of store openings.

12 noon –1 p.m.
1 p.m. –1:45 p.m.
Six Trends in Mobile Marketing and Commerce
Mickey Alam Khan, editor in Chief, Mobile Commerce Daily and Mobile Marketer
Tracy Benson, Interactive Marketing and Emerging Media, Best Buy
Kelly O’Neill, Director of Product Marketing, ATG Commerce

This discussion with Ms. Benson on Best Buy’s take on mobile trends, Ms. O’Neill on ecommerce specialist ATG’s view and with the editor of the leading publications covering mobile marketing and commerce will focus on the six key trends in mobile and how retailers and marketers can meet the opportunities and challenges ahead as technology continues to empower consumers.

2 p.m. – 2:45 p.m.
Building and Deploying Effective Mobile Sites and Applications:  Tips for Success
Moderator: Marci Troutman, CEO, Siteminis
Jon Kosoff, Director of Ecommerce and Direct Marketing, Wet Seal
Ran Farmer, Managing Director, Netbiscuits
Dave Sikora, CEO, Digby
Ken Willner, CEO, Zumobi

While the smaller size of smartphone screens can wreck havoc on numerous elements of most Web sites, consumers are increasingly expecting the same user experience across all digital channels. Mobile sites and applications must meet the requirements of the many available smartphone screens, browsers, and operating systems to be successful.

The speakers will walk the audience through the steps necessary to create user-friendly mobile sites and applications that enable viewing of ads, searching, shopping and transacting.  Your customers and your bottom line will thank you.

3 p.m. –3:45 p.m.
Retailer Case Studies for Customer Centric Mobile Advertising: Best Buy and Ace Hardware
Moderator:  Mickey Alam Khan, Editor in Chief, Mobile Commerce Daily and Mobile Marketer
Panelists: Tracy Benson, Interactive Marketing and Emerging Media, Best Buy; Eric Harber, President, HipCricket
Jamie Wells, Director of Global Trade Marketing for Mobile Advertising Solutions, Microsoft

This session will shed light on Best Buy’s mobile strategy and how Ace Hardware has worked with MSN to create a customer focused mobile-advertising campaign. Our retail speakers will share strategy, tactics, results, and lessons learned. These best-practice tips and the dos and don’ts of mobile advertising will wrap up the sessions before heading into more intimate roundtables.

3:45 p.m. –4:15 p.m.
Boot Camp Roundtables
The speakers will lead small group discussion about specific mobile disciplines such as display advertising, SMS, commerce, search, and social media.


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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at

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