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Mobile Marketing Summit New York Sept. 8: 1800Flowers, Michaels, Equifax, Pittsburgh Penguins, Ogilvy, Pandora, Meredith

September 7, 2011

Please click here to register for the Sept. 8 Mobile Marketing Summit New York: Holiday Focus 2011

Registration is open for the Mobile Marketing Summit: Holiday Focus 2011 on Thursday, Sept. 8 in New York with executive keynotes from 1800Flowers, Pittsburgh Penguins, Pandora, Equifax, Michaels Stores, Meredith, Barclaycard and OgilvyOne. Mobile Marketer is the host.

The second Mobile Marketing Summit will be held Thursday, Sept. 8 in New York at the National Museum of the American Indian, a Beaux Arts Smithsonian museum in downtown Manhattan. Targeting senior executives and decision-makers at brands, ad agencies, publishers, retailers and service providers, the summit is the leading holiday mobile marketing conference. (Conference agenda below write-up.)

“With four out of ten subscribers nationwide using Web- and app-enabled mobile phones, brands and retailers can expect some surprises this holiday season,” said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily.

“As this event and its speakers will explain, consumers are trained now not only to expect their favorite brands to have a mobile presence, but also some element of mobile sophistication – shopping, inventory search, price comparison, social chat, store location and buying capabilities,” he said. “Given that mindset, it’s only fitting that holiday mobile marketing is tailored to driving transactions on device and in-store. To sit this one out is leaving money on the table.”

The New York summit is limited to around 200 executives on a first-come, first-served basis.

Registration open
Titled “Mobile Marketing Summit: Holiday Focus 2011,” the daylong event features keynotes from senior executives at 1800Flowers, Pittsburgh Penguins, Equifax, Pandora, OgilvyOne, Michaels Stores, Meredith, Barclaycard and InsightExpress, as well as CEO of leading mobile marketing firms.

These speakers will share ideas, research, best-practice tips and case studies. Plenty of breaks between sessions will allow for networking and exchange of cards and contact details.

The Mobile Marketing Summit is priced at $495 to cover the conference and breakfast, lunch and a cocktail reception at day’s end.

For sponsorship information, please contact

Please click here to register for the conference. The agenda is below.


Mobile Marketing Summit: Holiday Focus 2011
Thursday, Sept. 8, 2011

A Napean presentation

National Museum of the American Indian
Diker Pavilion
Bowling Green
New York, NY 10004
(Directions: Directly across from Battery Park in downtown Manhattan and at the beginning of Broadway)

8 a.m. – 8:45 a.m.
Registration and Breakfast

8:45 a.m. – 9 a.m.
Welcome Address: State of Mobile Marketing 2011

Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

9 a.m. – 9:30 a.m.
Opening Keynote The Anatomy of Successful Holiday Marketing
As one of the leading florists and gift retailers nationwide, has complete mastery over how to meet the needs of consumers year-round for holidays starting from St. Valentine’s Day and Mother’s Day to birthdays, anniversaries and the holiday season after Halloween. Indeed, the retailer knows how to stimulate demand with the right offer at the right time and price with the pertinent channel. In this session, attendees will learn:

 Why mobile is key to’s multichannel focus
 How approaches marketing for an upcoming holiday
 What happened with mobile in the 2010 holidays
 Successful mobile marketing pushes that were simple to execute
 Which mobile channel works best for what outreach
 Three big mistakes to avoid in holiday mobile marketing and commerce
 Three best-practice tips to ensure consumer-friendly holiday mobile efforts

Kevin Ranford, vice president of online marketing, mobile and social media,

Rimma Kats, staff reporter, Mobile Marketer and Mobile Commerce Daily

9:30 a.m. – 9:45 a.m.

9:45 a.m. – 10:15 a.m.
OgilvyOne: The Agency’s View on Holiday Mobile Marketing
Advertising agencies are their clients eyes and ears for planning, strategy, creative, tactics, media services and measurement. As mobile gains scale, more agencies are recommending the medium to clients for branding as well as customer acquisition and retention efforts. But what are agencies’ requirements for mobile to gain scale on par with other marketing channels? This session will offer strategic advice on:

 How agencies view mobile as a marketing medium
 Whether mobile incorporation gives an edge to holiday marketers and retailers
 What needs to happen in mobile to accelerate its use over the holidays
 What publishers need to do to convince agencies for holiday mobile budgets
 Whether measurement issues will continue to hinder mobile’s progress
 How to convince agencies – and by extension – their clients on why mobile campaigns should be part of the holiday marketing mix

Martin Lange, executive marketing director of digital strategy, OgilvyOne Worldwide

Ken Harlan, CEO, MobileFuse

10:15 a.m. – 10:30 a.m.

10:30 a.m. – 11 a.m.
Understanding the Holiday Mobile Shopper: Data, Actionable Insight and Analysis
With more Web- and application-enabled mobile phones and tablets in consumer hands, this holiday season may turn out to be one full of surprises for marketers and retailers. Expect extensive mobile shopping, searching and store-location activity, as well as on-device purchases. How has mobile evolved holiday shopping and marketing? Exclusive research in this session will show:

 The demographic of today’s holiday mobile shopper and how patterns of behavior are evolving
 Data on tablet and smartphone usage, content access on applications, mobile Web, SMS and bar codes, and moms’ mobile usage
 Why this holiday season will be breakout for mobile
 The interplay between store, online and mobile channels and what that means for consumer outreach
 What brands and retailers need to know how holiday mobile marketing and commerce this year

Joy Liuzzo, senior director, InsightExpress

11 a.m. – 11:15 a.m.

11:15 a.m. – 11:45 a.m.
Pittsburgh Penguins: How to Build an Engagement-Focused Mobile Database
The Pittsburgh Penguins are among the most marketing savvy teams in the National Hockey League. The franchise is one of the few that has built a sizable database of opted-in fans to engage them year-round with news, recaps, contests and commercial offers. Consumers can join the five-year-old Pens Mobile Club by texting the keyword PENS to the 32623 common short code. Delegates to this session will learn:

 What was the chief contributing factor for the Pittsburgh Penguins to build a successful opted-in mobile database
 How mobile marketing helps the Penguins fill seats and sell merchandise
 The team’s plan for holiday mobile marketing
 What brands and retailers can learn from the franchise’s mobile database marketing efforts and on keeping fans engaged
 What works and what doesn’t work in mobile

David Peart, vice president, Pittsburgh Penguins
Jeremy Zimmer, director of new media, Pittsburgh Penguins

Matthew Valleskey, director of marketing for mobile services, Neustar

11:45 a.m. – 12 noon

12 noon – 12:30 p.m.
Pre-Lunch Keynote
Pandora: How Mobile is Giving New Lease to Old Media
Unquestionably the most successful Internet radio service, Pandora is now out to change the consumption of content on mobile. The company is also known for working closely with advertisers such as Whole Foods, Unilever’s Dove, Taco Bell, Target, and LivingSocial to tailor efforts to online and mobile listeners. The ads running on Pandora comprise audio, video and display ads across all interactive channels. The session discussion will focus on:

 How mobile is key to Pandora’s future
 Transforming an old medium to meet the digital needs of today’s consumers
 How advertisers work with Pandora to develop programs to engage online and mobile consumers
 Pandora’s holiday mobile plans
 3 tips for mobile advertisers

Kim Luegers, director of mobile and emerging media, Pandora

David Eads, vice president of product marketing, Kony Solutions

12:30 p.m. – 1:15 p.m.
Lunch Break1:15 p.m. – 1:30 p.m.
Lunch Sponsor Keynote
Paper Hat Press: How to Build an Email Marketing Database Via iOS, Android Apps
Attendees will learn how Paper Hat Press, a personalized children’s book company, connected with mothers on iOS and Android applications and quadrupled its email marketing database. Also discussed will be tips for achieving open and click-through rates that exceed industry averages, as well as how to engage with target audiences across mobile devices and platforms.

Manish Naik, CEO, Paper Hat Press

1:30 p.m. – 2 p.m.
Post-Lunch Keynote
Equifax: Recognizing and Responding to Changing Customer Behavior on Mobile
It is hard to fathom why consumers would want to access their most sensitive data next to bank statements – credit scores – on mobile devices, but Equifax’s experience proves otherwise. The credit bureau has outpaced its competition to develop a well-rounded mobile strategy that embraces SMS, mobile Web, applications and GPS. And consumers are responding. In this session, delegates will learn:

 How Equifax views mobile as a key customer service as well as a profit center
 Equifax’s four-pronged mobile strategy
 What the holidays mean for Equifax and its customers
 Understanding the mobile consumer mindset
 How Equifax integrates mobile with its direct-to-consumer business unit
 Tips for delivering secure experiences on mobile when dealing with sensitive data

Ravi Acharya, senior vice president of technology for global Internet solutions, Equifax

Marci Troutman, CEO, SiteMinis

2 p.m. – 2:15 p.m.

2:15 p.m. – 3 p.m.
CEO Tips
Hard Issues: What Needs to Happen to Accelerate Mobile Advertising and Marketing Deployment During the Holidays
While mobile is growing rapidly as a content consumption and communications channel, its potential for advertising, marketing and commerce can be better tapped. To gain bigger budgets this holiday season, mobile marketers must convince advertisers and agencies on a number of issues, including interoperability, standards, measurement, scale and quality inventory. CEOs from key mobile marketing firms on this panel will discuss:

 Why mobile is a key ingredient in customer acquisition and retention efforts this holiday season
 What is holding mobile advertising, marketing and commerce back from its full potential?
 Are publishers offering enticing mobile advertising packages that can convince brands and agencies to put mobile closer to the epicenter of holiday marketing initiatives?
 How to handle the advertiser and agency’s biggest concern with mobile: measurement and tracking?
 What consumers are looking for in the holiday mobile marketing and commerce experience
 Three easy-to-implement tips to kick-start holiday mobile marketing efforts

Greg Schmitzer, CEO, Mad Mobile
Nicole Skogg, CEO, SpyderLynk
Oren Michels, CEO, Mashery
Mike Wehrs, CEO, Scanbuy
Amielle Lake, CEO, Tagga Media

Susan Donahue, managing director, Skyya Communications

3 p.m. – 3:15 p.m.

3:15 p.m. – 3:45 p.m.
Meredith: Reaching Women across New Devices and Leveraging Consumer Insights to Engage and Delight
Over the past few years, Meredith has built out a strong mobile presence for many of its magazine brands, including Better Homes and Gardens, Parents and Fitness. The mobile portfolio now includes more than 10 branded applications, six mobile-optimized sites and many more in the works. In the past few months, the publisher has launched versions on the iPad, Android, Nook and Zinio platforms, paving the way to reach women on emerging devices. This session will discuss:

 How women interact with technology, what surprises them and what delights them
 How to reach women effectively across emerging media platforms
 Using consumer insights to guide and shape your mobile/tablet strategy
 Where advertising and marketing partners fit in for Meredith
 What types of holiday packages the publisher offers
 How to evaluate new platforms and business models
 Ereaders versus tablet users

Liz Schimel, chief digital officer, Meredith

3:45 p.m. – 4 p.m.

4 p.m. – 4:30 p.m.
Michaels Stores: Engaging Retail Customers Before, During and After the Sale
As North America’s largest specialty retailer of arts and crafts with 1,045-plus stores in the United States and Canada, Michaels Stores Inc. positions itself to shoppers as a source and destination for inspiration. The chain has added mobile as its latest channel to inspire its customers and prospects with ideas, promotions and how-to project videos. In this session, attendees will learn how Michaels uses mobile to engage its customers before, during and after their visits to its stores, including:

 How using QR codes is driving application downloads and increasing customer loyalty
 How video content on the mobile device drives incremental items in the shopping cart
 How using mobile has increased attendance to in-store events
 How SMS and text messages will round-out a multichannel holiday promotional campaign

Anthony Price is senior director of digital marketing and PR for Michaels Stores Inc.

4:30 p.m. – 4:45 p.m.

4:45 p.m. – 5:15 p.m.
Closing Keynote
Barclaycard US: How Mobile Payments Will Shape Holiday 2011 for Retail
Barclaycard, which offers mobile payments in Britain through an alliance with telecoms giant Orange and a strong mobile banking service in South Africa, sees mobile payments as an opportunity to drive sales and spur loyalty programs for merchants. Partnerships between payment providers and retailers who will benefit from the ability to deliver targeted offers right to the handheld device represent the most effective way to demonstrate the benefits of mobile payments to consumer, especially in the upcoming holiday season. In this session, attendees will learn about:

How mobile payments will its first major key role in this holiday season
The state of mobile payments and consumer adoption trends
The strategy and tactics behind the Barclaycard/Orange mobile payments program in Britain
How Barclaycard intends to leverage its cobranded credit card partnership approach in mobile payments
Ideas for brands and merchants to incorporate mobile payments to increase sales throughout the year and in the holidays

Dekkers Davidson, head of mobile business, Barclaycard US

5:15 p.m.
Raffle for Dom Perignon Champagne

5:15 p.m. – 6:15 p.m.
Sponsored Cocktail Break

Hotels in the Lower Manhattan neighborhood (from nearest to farthest):

The Ritz-Carlton Battery Park, Two West Street, New York, NY 10004; tel: 212-344-0800; please click here for the Web site

New York Marriott Downtown, 85 West Street at Albany Street, New York, NY 10006; tel: 212-385-4900; please click here for the Web site

W New York Downtown, 123 Washington Street (entrance on Albany Street), New York, NY 10006; tel: 646-826-8600; please click here for the Web site

Millennium Hilton, 55 Church Street, New York, NY 10007; tel: 212-693-2001; please click here for the Web site

Please click here to register for the Mobile Marketing Summit: Holiday Focus 2011, New York, Sept. 8. Price $495

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