Circulation Planning — The Key to Meeting Your Catalog Demand Goals by Channel
Track
:
Circulation Intensive
Program Code:
81
Date:
Monday, May 19, 2008
Time:
8:15 AM to 9:30 AM
EST
Location:
Osceola 1
SPEAKER
(S):
Linda Spellman, Vice President of Direct Response, Hickory Farms
Linda Spellman is a Multi-Channel Marketing Professional with 20+ years of experience in both Consumer and B-to-B environments. She has a rich base of experience having managed many varied functions such as Circulation, E-Commerce, Database, Creative, Call Center, Merchandising and Branding. She has worked with many established brands such as Home Depot, Restoration Hardware, and Quill Corporation. Linda is currently the Vice President, Direct Response at Hickory Farms. She has been on the Program Advisory Committee for the ACCM and has been an Annual Catalog Awards judge for several years.
Ms. Zotter is currently responsible for circulation of all Gaiam catalog titles and assists sister company, Real Goods, in circulation planning. She began her career as a consultant, where she assisted in the launch of new catalogs and reenergized established titles. More recently she was responsible for managing the circulation of Grandin Road. Ms. Zotter earned a B.S.B.A. from The Ohio State University and a M.B.A. from Xavier University in Cincinnati, Ohio.
Description
To reach your specific financial goals with a new circulation campaign you need a carefully thought through plan. Come to this session and you'll discover the questions you need to ask before starting any new campaign: what $/Book should I expect? How much will come in via the call center vs. the web? Only once you have set your financial goals can you create your circulation campaign. You'll learn: - What templates can set up a successful planning session for catalog performance - The key factors in determining performance changes from last year/last season