Sunday - Tuesday, October 14-16

Traditionally, town squares were open public spaces where a community met to discuss important matters in an open and collaborative environment. The DMA2012 Town Square is no different.

Located in the heart of the Exhibit Hall, it'll be the place you'll keep coming back to. You'll find a packed schedule of discussions and debates such as:

  • Is Facebook for Selling?
  • Age of the Customer-Owned Data: What's the Value and How Are We as Marketers Accountable?
  • Don't Get Trashed: Recycle and Profit

You'll also find some of Direct Marketing News' most popular columns brought to life:

  • Battle of the Brands
  • Gloves Off
  • The Work

See below for the full Town Square agenda. For more details, visit


Sunday, October 14

3:00 p.m. - 3:30 p.m.

Social Faceoff: Does Social Media Deliver Results for Small Business?
Presented by Social Media Society

Small businesses comprise the majority of the American business landscape and have increasingly used social media as a free marketing tool. But is it possible to benefit from social media without being a Fortune 500 company?

Marcy Samet, EVP Managing Director, MRM
Michael Lamp, Social & Digital Media Strategist, Hunter Public Relations
Jennifer Winberg, Social Strategist, Momentum Worldwide
Steve Smith, Partner-Planning and Insights, Firehouse
Eric Ozarowski, Chief Marketing Officer, Nick's Pizza

3:30 p.m. - 4:00 p.m.

The Work: 7 Elements of Courageous Marketing
Presented by Direct Marketing News

Just because two brands might offer similar products doesn’t mean they’re equals—especially from a marketing standpoint. We put the overall marketing strategies of two competing brands under the microscope, assessing each strategy through different channels—from direct mail to Facebook—to see which brand does the best job presenting a brand identity that is both effective and clearly communicated.

Allison Schiff, Web Editor, Direct Marketing News
Joanna Peña-Bickley, SVP, Executive Creative Director, Ryan Partnership
Nancy Harhut, Chief Creative Officer, Wilde Agency

4:00 p.m. - 4:30 p.m.

Social Faceoff: Should Every Company Use Pinterest?
Presented by Social Media Society

There is no doubt that Pinterest is the social network du jour. The site, which features virtual bulletin boards, has attracted a rabid, mostly female audience looking for pleasing aesthetics and a way to organize their favorite things, but can it be monetized? Most importantly, can all brands benefit from it?

Adam Donnelley, EVP, Strategy, MRM New York & Princeton
Vejay G. Lalla, Partner, Davis & Gilbert
Sharad Verma, Co-Founder & CEO, Pinfluencer
Britt Peterson, Director of Growth Strategy, Cole & Weber United
Orli LeWinter, Director, Social Marketing Strategy, 360i

4:30 p.m. - 5:00 p.m.

The Big Questions of 2013
Hear Marketing Gurus from:

  • Cross Channel Communications
  • Data Governance & Customization
  • Social Media Monetization
  • Emerging Platforms
  • Retention & Loyalty

As they prepare the answers to the BIG questions that will shape business for the next year and beyond

Ernan Roman, Ernan Roman Direct Marketing
Reggie Brady, Reggie Brady Marketing Solutions
Lois Brayfield, President/ECD, J. Schmid
Ken Lane, Senior Marketing Consultant, J. Schmid
Carolyn Goodman, President / Creative Director, Goodman Marketing Partners, Inc.



Monday, October 15

11:15 a.m. - 11:45 a.m.

Solutions Showdown: Digital Solutions
Are you coming to DMA2012 looking for the solution to modern marketing’s most challenging issues? The Solutions Showcase brings together a selection of exhibitors from the hall to provide you with an immediate comparison that will help you to find the right solution for your needs. The Town Square will host this event as Digital Solutions Providers fill you in on the latest offerings you can use to make your campaigns more effective and increase that ROI!

Featuring: Future Flow Media, IBM, StrongMail, Advantage Design Group, Harte-Hanks, LEADBolt, Rapleaf

11:45 a.m. - 12:15 p.m.

Solutions Showdown: Data Solutions
Are you coming to DMA2012 looking for the solution to modern marketing’s most challenging issues? The Solutions Showcase brings together a selection of exhibitors from the hall to provide you with an immediate comparison that will help you to find the right solution for your needs.

Featuring: Epsilon,, List Services Corporation, LSS Data, Adrea Rubin Marketing, CAC Group, LucidView, Marketing Impact

1:45 p.m. - 2:15 p.m.

Recycle Please: Don’t Get Trashed – Recover, Recycle & Profit Now
It’s as simple as participating in the Recycle Please logo program—at no cost to your business! Join this effort now! By helping the U.S. (and global) paper industry recover more fiber for recycling and reuse, we support the growing infrastructure for recycling, help grow the supply in various paper and packaging markets, and  help private, local & state government efforts to make recycling easy for consumers. How can you involve your brand? By demonstrating how your brand supports recycling collection of catalogs, direct mail, and print communications. By actively supporting virgin and recycled paper markets. By blostering our industry's social responsibility credentials. Hear about the latest trends and statistics.  Don’t get trashed—make a difference!

Monica Garvey, Director, Sustainability, Verso Paper Corporation, and Chairman, DMA Committee on the Environment & Social Responsibility
Chet Dalzell, Public Relations Strategist & Practitioner
Meta Brophy, Director, Procurement Operations, Consumer Reports

2:15 p.m. - 2:45 p.m.

Sweet Success: Godiva Goes B2B
Presented by Direct Marketing News

In this Q&A with Direct Marketing News Editor-in-Chief Ginger Conlon, Pete Campbell, Godiva's Director, Corporate Sales & Customer Care, will discuss the chocolatier's approach to B2B marketing, including mastering the art of business giving.

Ginger Conlon, Editor-in-Chief, Direct Marketing News
Peter Campell, Director, Corporate Sales & Customer Care, Godiva

3:15 p.m. - 4:00 p.m.

Segmentation as an Enterprise Wide Strategy: A Zappos Case Study
Zappos is oriented around the customer and insights gleaned from the customer segmentation data are shared with all areas of the company including operations, product management, merchandizing and marketing. This is how their strategies are developed, with the entire company aligned to action on results.

Patricio Jaramillo, Sr. Manager, Analytics, Zappos
Rick Erwin, President, Data and Analytics Division, Experian Marketing Services
Dinesh Gaur, Analytics Manager, Zappos
Amara Silao, Senior Director, Retail Systems, Zappos

4:15 p.m. - 5:00 p.m.

Age of the Customer Owned Data: What’s the Value and How are We as Marketers Accountable
The Town Hall meetings address what’s important to the marketing community and provide a great chance to participate in your community’s most pressing concerns. Here, a panel of experts from who will discuss one of THE hot topics of 2012: Privacy. The DMA’s own Linda Woolley will lead the essential discussion on how we as a community need to act in the ever-changing landscape where the customer is more in control than ever. Listen to the opinions of the experts, then add your own voice in this lively debate.

Linda A. Woolley, Acting CEO, Direct Marketing Association
Noah Lang, Vice President, Business Development,
Dennis Dayman, Chief Privacy Officer, Eloqua
Melissa Bateman Fitzgerald, Vice President, Privacy Consulting, Gryphon Networks



Tuesday, October 16

11:30 a.m. - 12:00 p.m.

Battle of the Brands: The Best Bet in Entertainment Marketing
Presented by Direct Marketing News

This session pits two casinos' marketing strategies against each other, as Stacia Goddard, EVP of client services at Epsilon's Aspen Marketing, and en Fitzgerald, executive creative director at Catlyst, discuass the pros and cons of each brand's approach and determine which has the winningest marketing. Moderated by Direct Marketing News Senior Editor Ryan Joe.

Ryan Joe, Senior Editor, Direct Marketing News
Stacia Goddard, EVP of Client Services, Aspen Marketing
Ken Fitzgerald, Executive Creative Director, Catalyst
Michael Miller, CMO, Hyper Marketing

2:00 p.m. - 2:30p.m.

Social Faceoff: Is Facebook for Selling?
Presented by Social Media Society

Every recognizable brand maintains a presence on Facebook. Most have even hired teams to manage their Facebook account. This serves one purpose: to drive sales through customer relations. Does it work?

Adam Donnelley, EVP, Strategy, MRM New York & Princeton 
Tim McMullen, Head Coach, Red Pepper
Craig Lister, VP, Solutions Lead, RAPP
Pedro Laboy, President, Attention
Rich Gascoyne, President, Engage Sciences

2:30 p.m. - 3:00 p.m.

Myth Busters Game: Green Marketing Edition

Play the Game: Which large organization’s green teams saved $58 million in 2011? Which nonprofit organization achieved $360,000 in savings last year? There are numerous environmental initiatives marketers can implement today to bolster bottom-line performance. In Green Myth Busters: The Game, we will separate green marketing myths from facts by sharing real cases in the direct & interactive field. The DMA Board of Directors has enacted two public goals for environmental performance in direct marketing focused on list hygiene and recycling—but is “green marketing” a profit-bust? In this Town Square, we’ll host a game to show how sustainability considerations produce returns in everyday print AND digital marketing activity. We’ll convey how easy and beneficial it is to support DMA’s two public goals and “Green 15” environmental principles.

Adam Freedgood, Director of Business Development, Quadriga Art
and Vice Chairman, DMA Committee on the Environment & Social Responsibility

3:00 p.m. - 3:30 p.m.

How Enterprise Can Achieve ROI from Mobile

With mobile an ever more essential part of the marketing mix, this session will deal with the best ways for enterprise to make use of its ever-changing technology – apps, mobile web, location-based, QR codes, NFC, payments, SMS… the list keep growing.

Jason Ciancette, President, Liquid Wireless
Mike Zane, Director of Online Marketing, Publishers Clearing House

3:30 p.m. - 4:00 p.m.

Death of Demographics?

We are collecting more and more data every year, and marketers are able to use this data to slice segments even finer, but does this desire to get as close to one-to-one marketing signal the end of traditional segmentation? Are we witnessing the death of demographics?

Jeanette McMurtry, Principal, e4marketing
Eric Holtzclaw, CEO, User Insight
Ken Hodges, Chief Demographer, Nielsen

Check back periodically for updates and speaker additions.


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