eTail East 2018

August 06 - 09, 2018

The Sheraton, Boston

1.888.482.6012

Pre-Conference Summit: The Customer Acquisition Summit

The newly expanded customer acquisition summit will take a deep dive into all thing acquisition from search vs. display, SEO, SEM, retargeting, influencer marketing and online advertising. How can you get the most out of these strategies without spending too much? You’ll talk to other retailers asking these questions too– we’ll run roundtables with subject experts throughout the day, mixing in case studies and panels that get into the nitty gritty so you’ll learn not just how to acquire customer but how to convert them!

 

7:30 am - 8:00 am Continental Breakfast & Registration

8:00 am - 8:10 am Welcome Remarks & Benchmarking Study

8:10 am - 8:25 am Keynote Chairperson's Opening Remarks

8:25 am - 8:50 am Keynote Fireside Chat: New Customer Acquisition Strategies That Increase Conversions

8:50 am - 9:10 am Keynote Case Study Remix: Driving Mobile SEO Value

9:10 am - 9:20 am Roundtable Host Introductions

9:20 am - 10:40 am Kickoff Of Interactive Roundtables

Each table is moderated by a Sponsor Executive & Retail Client with 10 Rotations & 20 minute discussions

Table #1
Moderator: Executive Presenter, YourAmigo

Table #2
Moderator: Executive Presenter, Catalyst

10:40 am - 11:10 am Coffee & Refreshments

Looking at your current SEM and SEO strategy—Do you have the right balance? Panelists will walk you through their current strategy and the results they are seeing. Discuss ideas for:

  • Examining whether you have the resources needed for effective SEO 
  • Evaluating your brand recognition and whether your SEO is helping to build awareness 
  • Creating the unique content necessary for great SEO results 
  • Assessing whether you are over-investing in SEM 
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Dan Marques

Senior Director, eCommerce & Online Marketing
Talbots

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Mark Bietz

CMO
FUN.com

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Jeff Pape

President
Wrestling Gear.com

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Stephen McDonagh

Senior Manager, Growth Brands & The Digital Leadership Program
1-800-Flowers

11:40 am - 12:05 pm Keynote Case Study Remix: Playing With Your Food: America's Test Kitchen Social Strategy

Fran Middleton, Chief Digital Officer,America’s Test Kitchen Claire Oliverson, Director of Social Media & Content Strategy,America’s Test Kitchen
America’s Test Kitchen is dedicated to finding the very best recipes for home cooks. Sixty full-time test cooks, editors, and product testers spend their days testing recipes 30, 40, up to 100 times, tweaking every variable until they understand how and why recipes work. Their social strategy is no different. Join Fran Middleton, Chief Digital Officer, and Claire Oliverson, Social & Content Strategy lead, as they walk you through: 

    •    Translating iconic brands into digital content  
    •    Prioritizing your Social Strategy by ROI 
    •    How to get started with video content
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Fran Middleton

Chief Digital Officer
America’s Test Kitchen

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Claire Oliverson

Director of Social Media & Content Strategy
America’s Test Kitchen

12:05 pm - 1:05 pm Continuation Of Interactive Roundtables

Each table is moderated by a Sponsor Executive & Retail Client with 10 Rotations & 20 minute discussions

Table #1
Moderator: Executive Presenter, YourAmigo

Table #2
Moderator: Executive Presenter, Catalyst

1:05 pm - 2:05 pm Lunch & Networking For All Attendees

2:05 pm - 2:35 pm Panel Discussion Remix: Testing New Digital Marketing Strategies To Drive Acquisition

Brian Costello, VP, Digital Demand Creation,Shark|Ninja Matthew Erely, VP, Growth,Havenly Mark Chou, VP, Growth Marketing & eCommerce,Away
Which digital marketing strategies have a real impact on acquisition rates? Panelists will discuss video, social media, influencer outreach and other methods for driving acquisition and get insight into how they measure the ROI of their efforts. Panelists will talk through strategies for:

  • Identifying the best digital marketing strategies that have a real impact on acquisition rates 
  • Using video and identifying what content will drive the most engagement 
  • Looking at real time engagement on social media 
  • Figuring out Iot market applications 
  • Using influencer outreach to support your strategies 
  • Measuring the ROI to get as big a return as possible 
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Brian Costello

VP, Digital Demand Creation
Shark|Ninja

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Matthew Erely

VP, Growth
Havenly

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Mark Chou

VP, Growth Marketing & eCommerce
Away

2:35 pm - 3:05 pm Case Study: Upping Your Online Advertising Game

Jessica Thompson, Senior Digital Acquisition Lead,Plow & Hearth
Discuss additional tactics to optimize paid search campaigns to help improve ROI.

  • Using Google Analytics and Google Adwords keyword data to feed back into SEM programs; organic keywords, DSA keywords, etc.
  • Text ad best practices and how to use test results to drive more text ad engagement. Run through different components to test; headlines, CTAs, etc.
  • Go deeper w/extensions, i.e. locations to increase / decrease bids, review extensions, sitelink rotation, structured snippets, etc.
  • How to optimize device types

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Jessica Thompson

Senior Digital Acquisition Lead
Plow & Hearth

3:05 pm - 3:35 pm Afternoon Coffee & Refreshments

3:35 pm - 4:05 pm Panel Discussion: Not Just For Your Advertising —Using Social Selling To Increase Sales

Amy Rapawy, SVP, Marketing,Rachel Roy Stephen McDonagh, Senior Manager, Growth Brands & The Digital Leadership Program,1-800-Flowers
  • Utilizing image-based platforms as if they are catalogs to lead to a direct sale 
  • Looking at ways that commerce is happening on social platforms 
  • Understanding the potential for revenues coming from social platforms 
  • Avoiding pitfalls to ensure success 
  • Working through potential back-end challenges 

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Amy Rapawy

SVP, Marketing
Rachel Roy

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Stephen McDonagh

Senior Manager, Growth Brands & The Digital Leadership Program
1-800-Flowers

4:05 pm - 4:30 pm Case Study: Lessons Learned From A Mobile Strategy In Full Bloom

Suleman Rehmani, Director, Product and Growth,1-800-flowers.com
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Suleman Rehmani

Director, Product and Growth
1-800-flowers.com

4:30 pm - 4:30 pm Conclusion Of The Customer Acquisition Summit

4:40 pm - 5:30 pm Retailer-Only Speed Dating: Bring Your Business Cards - You'll Need Them!

Think speed dating (without the date)! This fun session lets you meet a load of new and interesting people before the main conference kicks off. Grab a glass of wine or a cold beer and get your business cards ready!

5:30 pm - 7:00 pm Welcome Reception At The New England Aquarium

6:30 pm - 6:30 pm Registration Closed