MARKETING PUBLISHING SERVICES CONFERENCE & EXPO

September 26, 2013 ? new york city

MARKETING +

PUBLISHING SERVICES CONFERENCE & EXPO

A DIGITAL BOOK WORLD/PUBLISHERS LAUNCH EVENT

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publishing services fourth floor - gallery

marketing fifth floor - The level

Exhibitor Table Listing

1 Virtusales 2 Aptara 3 Copyright Clearance Center 4 Cameo 5 FirstSource/Digi-Rights 6 Ingram 7 Biztegra 8 MBS Direct Digital

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See the digital version of the program for the most up-to-date listings at marketing..

Marketing Conference & Expo Agenda

Fifth Floor - The Level

Segment 1: The Framework/Developing Your Marketing Strategy

8:30 am - 8:40 am:Introduction

mike shatzkin

8:40 am ? 9:10 am: Agile Marketing: How Data, Research and Analysis Can Help You Build Lasting Relationships with Readers

Peter McCarthy

9:10 am - 10:00 am: Book Marketing in the 21st Century: Defining and Refining a Modern Book Marketing Strategy

Peter McCarthy (Moderator), Rick Joyce, Jeff Dodes, jim hanas, Matt Litts

Segment 2: The Toolkit/Developing Your Tools and Tactics

10:30 am ? 10:50 am: Who Are You and What Do You Want? Using Demographic, Psychographic, and Behavioral Data to Learn About Your Readers

Murray Izenwasser

10:50 am - 11:10 am: Making Meaningful Reader Connections: Defining, Building, and Using Your Known Customer Databases

Suzie Sisoler

11:10 am ? 12:00 pm:What Matters, What Doesn't, and How to Know the Difference

Peter McCarthy (Moderator), mike Shatzkin (Moderator), Rachel Chou, Brad Parsons, Kristin Fassler

Segment 3: Insight from the Experts

1:30 pm - 1:50 pm:

Data-Driven Marketing and the Delicate Balance Between People and Machines

David Boyle

1:50 pm ? 3:30pm:

Speed Dating

Peter McCarthy, Penny C. Sansevieri, Murray Izenwasser, Laura Dail,

Allison Devlin, Kristin Fassler, Mike Shatzkin

Segment 4: Execution/Piecing It All Together

3:30 pm ? 3:50 pm:Rinse and Repeat: Measure, Analyze, and Optimize--an Iterative Approach to Realizing Your Marketing ROI

Erica Curtis

3:50 pm ? 4:25 pm: There's No "I" in "Team": How Publisher Stakeholders, Independent Publicists,

Agents, and Authors Can Cooperate to Sell More Books

Laura Dail, Penny C. Sansevieri, Miriam Parker, Brenda Copeland

4:25 pm ? 5:00 pm How the Digital Evolution Changes the Concepts of Time, Timing, and Budgeting

Peter McCarthy (Moderator), mike Shatzkin (Moderator), Allison Devlin, Valerie Pierce

5:00 pm: Closing Remarks

mike shatzkin

01. 02. 04. 05. 08.

marketing marketing publishing publishing sponsor

agenda

sessions agenda sessions directory

Marketing conference & expo sessions

SEGMENT 1: THE FRAMEWORK DEVELOPING YOUR MARKETING STRATEGY

SEGMENT 2: THE TOOLKIT DEVELOPING YOUR TOOLS AND TACTICS

8:30 am ? 8:40 am Introduction Mike Shatzkin, Founder & CEO, The Idea Logical Company

8:40 am ? 9:10 am Agile Marketing: How Data, Research, and Analysis Can Help You Build Lasting Relationships with Readers Peter McCarthy, Founder, McCarthy Digital

Learn how understanding the distinctions among B2B, B2C known and B2C unknown marketing activities can net you more productive marketing, publicity, and sales efforts. You'll leave knowing how to effectively position every author and book, as well as how to find the best campaign-specific approach for everything else.

9:10 am ? 10:00 am Book Marketing in the 21st Century: Defining and Refining a Modern Book Marketing Strategy moderatoR Peter McCarthy, Founder, McCarthy Digital Rick Joyce, Chief Marketing Officer, The Perseus Books Group Jeff Dodes, Executive Vice President, Marketing & Digital Media Strategy, St. Martin's Press Jim Hanas, Director of Audience Development, HarperCollins Publishers Matt Litts, Marketing Director, Smithsonian Books

Following Peter McCarthy's presentation, this panel of some of the best and brightest thinkers in book marketing today will test his paradigm against their own experiences in the field.

How should you approach your marketing and investment strategies both on a single-title basis and across your entire list? What does the marketing department of the future look like, and how do we get there from here? How does traditional book media fit into this new paradigm and what are the changing roles of--and relationships between--in-house marketing, publicity, and sales teams?

10:30 am ? 10:50 am Who Are You and What Do You Want? Using Demographic, Psychographic, and Behavioral Data to Learn About Your Readers Murray Izenwasser, Co-Managing Partner/Strategy Practice Lead, Biztegra

Discover the variety of data sources available to help publishers develop a richer understanding of readers, leading to better marketing, stronger relationships, and a healthier bottom line.

10:50 am ? 11:10 am Making Meaningful Reader Connections: Defining, Building, and Using Your Known Customer Database Suzie Sisoler, Senior Director of Consumer Engagement, Penguin Group (USA), A division of Penguin Random House

Find out how to build (and build on) the wide variety of known customer databases, develop insights from them, and most effectively put them to work in all your publishing activities.

11:10 am ? 12:00 pm What Matters, What Doesn't, and How to Know the Difference moderatoR Mike Shatzkin, Founder & CEO, The Idea Logical Company moderatoR Peter McCarthy, Founder, McCarthy Digital Rachel Chou, Chief Marketing Officer, Open Road Integrated Media Brad Parsons, Director of Culinary Marketing, Houghton Mifflin Harcourt Kristin Fassler, Director of Marketing, Penguin Random House

Discover the best approach to the vast (and ever-growing) list of marketing tools, services, data sources, channels, and platforms in this panel of leading marketing tacticians. You'll get "lightning summaries" of how best to use dozens of marketing venues, including Amazon pages, Facebook, Twitter, Pinterest, and many others.

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See the digital version of the program for the most up-to-date listings at marketing..

SEGMENT 3: INSIGHT FROM THE EXPERTS

SEGMENT 4: EXECUTION PIECING IT ALL TOGETHER

1:30 pm ? 1:50pm Data-Driven Marketing and the Delicate Balance Between People and Machines David Boyle, SVP of Consumer Insight, HarperCollins Publishers

Paths to market, sales opportunities and relationships with authors, agents, retailers, and readers are rapidly evolving. Staff in all publishing functions are learning to leverage consumer data to better understand, reach, and appeal to readers today. But as consumer data becomes more and more powerful, do we risk the machines taking over? Is there a future where the people in publishers battle for survival against data and algorithms? To better serve our authors, which future should we strive for?

Former EMI Music exec David Boyle is now the SVP of consumer insight at HarperCollins. He is charged with helping people across the organization use consumer data to inform their work. In this presentation, he will explain his approach to marrying algorithms, research, and data with human interpretation to reach a deeper understanding of readers and make smarter, more informed decisions across the house.

1:50 pm ? 3:30pm speed dating Peter McCarthy, Founder, McCarthy Digital Penny C. Sansevieri, Founder and CEO, Author Marketing Experts, Inc. Murray Izenwasser, Co-Managing Partner/Strategy Practice Lead, Biztegra Mike Shatzkin, Founder & CEO, The Idea Logical Company Laura Dail, Founder & Agent, Laura Dail Literary Agency Allison Devlin, VP, Director of Marketing, Running Press Kristin Fassler, Director of Marketing, Random House

Talk to the folks who know or provide what you need to market effectively today. You'll meet with leading marketing and publicity service providers in small-group settings. Marketing and technology experts and speakers from the morning program will also be on hand during this time to answer your questions and discuss the issues of concern to you.

3:30 pm ? 3:50 pm Rinse and Repeat: Measure, Analyze, and Optimize--an Iterative Approach to Realizing Your Marketing ROI Erica Curtis, Director, Marketing Analytics, Penguin Random House

Find out how to develop a tighter, more targeted campaign strategy with fewer moving parts and fewer high-risk "big ideas," with a particular focus on how to measure your results and optimize your approach as you go.

3:50 pm ? 4:25 pm There's No "I" in "Team": How Publisher Stakeholders, Independent Publicists, Agents, and Authors Can Cooperate to Sell More Books Laura Dail, Founder/Literary Agent, Laura Dail Literary Agency Penny C. Sansevieri, Founder and CEO, Author Marketing Experts, Inc. Miriam Parker, Online Marketing Director, Little, Brown and Company Brenda Copeland, Executive Editor, St. Martin's Press

This panel of an in-house marketer, agent, editor, and independent publicist who have worked together on a campaign will discuss how to align the various stakeholders, how to communicate and work together most effectively, and how to show authors the value of what publishers bring to the marketing table.

4:25 pm ? 5:00 pm How the Digital Evolution Changes the Concepts of Time, Timing, and Budgeting Allison Devlin, Vice President, Director of Marketing, Running Press Book Publishers Valerie Pierce, Marketing Manager, Sourcebooks Mike Shatzkin, Founder & CEO, The Idea Logical Company Peter McCarthy, Founder, McCarthy Digital

One of the effects of digital distribution and marketing is that it has thrown the legacy industry concepts of time, timing, and budgeting into a cocked hat. Find out the impact of this change on your promotions, staffing and backlist.

5:00 pm Closing Remarks Mike Shatzkin, Founder & CEO, The Idea Logical Company

01. 03. 04. 05. 08.

marketing marketing publishing publishing sponsor

agenda

sessions agenda sessions directory

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