2. Achieving True Customer Engagement: The 5-Step Process for Increasing Sales 10 – 35%

3. Presenters Ernan Roman President Ernan Roman Direct Marketing, (ERDM) Recognized as the industry pioneer w ho created three transformational methodologies: Integrated Direct Marketing, Opt-In Marketing, and Voice of Customer Relationship Research. Will be inducted into the DMA Marketing Hall of Fame in October, 2011. Named to “B to B’s Who’s Who” as one of the “100 most influential people” in Business Marketing by Crain’s B to B Magazine. ERDM provides marketing consulting services for Fortune and Growth companies such as Microsoft, NBC Universal, Walt Disney, IBM, MSC Industrial Direct, and Songza Media, Inc. His latest book on marketing best practices is titled, “ Voice of the Customer Marketing: A Proven 5-Step Process to Create Customers Who Care, Spend, and Stay”. He is also the co-author of “Opt-In Marketing” and author of “Integrated Direct Marketing”. [email_address] www.erdm.com

4. Presenters Richard Bonfiglio: Senior Director, Marketing Operations MSC Industrial Direct Rich currently heads up Marketing Operations for MSC Industrial Direct, a direct marketer and distributor of industrial supplies. With over 15 years experience in direct marketing strategy, tactics, and analytics, he oversees strategy, tactical implementation, and measurement of programs that utilize field sales, telesales, direct mail, e-mail, and SEM to drive acquisition, retention, and customer penetration. Rich also has responsibility for advertising production, productivity enhancement, talent and project management, and administration of the overall marketing budget. [email_address] www.mscdirect.com

5. Presenters Eric Greenberg EVP Marketing Life Line Screening, (LLSA) Life Line Screening is the country’s leading provider of community-based preventive health screenings. LLSA screens nearly 1 million people in the US and UK each year in over 17,000 community locations – helping consumers avoid the catastrophic effects of stroke and heart disease. Eric has helped build LLSA into one of the country’s premier direct-to-consumer healthcare companies. Before joining LLSA in 2003, Eric, was President of DMM Partners, a direct marketing consulting practice. He also was Co-President of InteliHealth, a joint venture of Aetna US Healthcare and Johns Hopkins University. [email_address] www.lifelinescreening.com

6. Presenters Doug Stein President HMS National, Inc. Doug was a distinguished Fortune 500 consultant for Accenture in the 1990’s. There he helped manage some of the firm’s most prominent projects while also being key to the development of significant corporate solutions and industry offerings that notably increased market share and profit for the world’s largest consulting firm. In his current position, Doug is the senior executive at HMS National responsible for developing and delivering innovative growth strategies in a historically mature and commoditized industry. [email_address] www.hmsnational.com

7. Presenters Tamara Rosenthal Executive Director, Brand Marketing Ideeli Tamara Rosenthal is the executive director of brand marketing at ideeli, responsible for developing the company’s brand positioning, public relations, social media and editorial direction, as well as spearheading creative campaigns to enhance the high-growth ideeli business. She works closely with the ideeli merchandising team to create innovative brand partner marketing programs and forge key partnerships across the fashion, media and retail industries. Prior to joining ideeli, Tamara’s career spanned the fashion and e-commerce industries, including senior level positions at Ferragamo, Vogue, Lacoste and asmallworld.net . While serving as vice president of marketing at Lacoste, Tamara was recognized as one of the “Top Women in Business” by PINK Magazine and credited in Brandweek for being instrumental in freshening the “LACOSTE Look.” A native New Yorker, Tamara is married, with two children. She is a graduate of the Columbia Business School with a M.B.A. in marketing. [email_address] www.ideeli.com

8. Overview

9. What if we could treat customers the way we want to be treated… and generate double-digit increases in response and revenue?

10. This workshop was created to teach you the 5-Step Voice of Customer-Driven RM Process which will enable you to achieve consistent double-digit results such as these…

15. Important: Opt-in is not about passively agreeing to receive e-mail. It’s about actively opting-in to a relationship and self-profiling your preferences and aversions.

16. How to Use Voice of Customer Research to Drive Your Relationship Strategies Step 1

17. 5 Step VOC-Driven Relationship Marketing Process VOC RESEARCH Step 1 OPT-IN ENGAGEMENT Step 2 VOC RESEARCH Step 1 MULTICHANNEL MARKETING Step 3 VOC RESEARCH Step 1 HI-VALUE SERVICE Step 4 VOC RESEARCH Step 1 SOCIAL MEDIA Step 5 VOC RESEARCH Step 1

18. Don’t Re-Engineer Your Relationship Marketing Strategies from the Isolation of Your Conference Room…

36. MSC Industrial Direct Deploying The Voice-of-Customer Process Across Multiple Channels

37. Presenters Richard Bonfiglio: Senior Director, Marketing Operations MSC Industrial Direct Rich currently heads up Marketing Operations for MSC Industrial Direct, a direct marketer and distributor of industrial supplies. With over 15 years experience in direct marketing strategy, tactics, and analytics, he oversees strategy, tactical implementation, and measurement of programs that utilize field sales, telesales, direct mail, e-mail, and SEM to drive acquisition, retention, and customer penetration. Rich also has responsibility for advertising production, productivity enhancement, talent and project management, and administration of the overall marketing budget. [email_address] www.mscdirect.com

53. LIFE LINE SCREENING GAINING AN IN-DEPTH UNDERSTANDING OF CUSTOMER REQUIREMENTS

54. Eric Greenberg EVP Marketing Life Line Screening, (LLSA) Life Line Screening is the country’s leading provider of community-based preventive health screenings. LLSA screens nearly 1 million people in the US and UK each year in over 17,000 community locations – helping consumers avoid the catastrophic effects of stroke and heart disease. Eric has helped build LLSA into one of the country’s premier direct-to-consumer healthcare companies. Before joining LLSA in 2003, Eric, was President of DMM Partners, a direct marketing consulting practice. He also was Co-President of InteliHealth, a joint venture of Aetna US Healthcare and Johns Hopkins University. [email_address] www.lifelinescreening.com Presenters

60. Monthly Percentages NPS PROMOTERS PASSIVES DETRACTORS Customer First Mgmt Kickoff Improvement in NPS

61. Life Line Screening = 66%

67. Life Line Screening VOC Audience Screening History Age 50-65 Age 66-80 Total M F M F Screened 1x Screened 30-60 days prior Screened 12-18 months ago and re-solicited at least 1-3x Screened 2x Screened 30-60 days prior Screened 3x or more Screened 30-60 days prior

78. 1. Voice of Customer Relationship Research Specialized depth research to understand customer/prospect needs, decision making process and expectations of the optimal experience via web, social media/community, email, offline media and customer service call centers. These insights enable development of customer driven Relationship Marketing Strategies and Action Plans. 5 Step VOC-Driven Relationship Marketing Process

81. How to Create Powerful Opt-In Databases with Customer’s Self Profiled Information Step 2

82. 5 Step VOC-Driven Relationship Marketing Process VOC RESEARCH Step 1 OPT-IN ENGAGEMENT Step 2 VOC RESEARCH Step 1

83. $ $ $ Traditional “Spray and Pray” Isn’t Working So Well…

86. Respect customers and prospects by asking them to define their unique requirements in response to meaningful value propositions presented by the marketer. The Alternative…Powerful and Socially Responsible Opt-In Relationships

87. As a result of this dialogue, customers populate your Opt-In database with uniquely detailed, actionable information. The Alternative…Powerful and Socially Responsible Opt-In Relationships

88. Important: Opt-in is not about passively agreeing to receive e-mail. It’s about actively opting-in to a relationship and self-profiling your preferences and aversions.

96. MICROSOFT VOC-DRIVEN SMALL BUSINESS RELATIONSHIP MARKETING PROGRAM

99. Situation Overview As a result of the first Small Business VOC, MSFT developed the SB+ Relationship Program. Results: *Source: AMI Tracker Panel Study Average 2008 - 2009 SB+ RM Opt-Ins

102. Pillars of the Online Relationship Program Usage Benefits Activation Implementation Customer Satisfaction

107. Launched the Microsoft Business Resource Center Add in screen shot of 2010?

110. RM Coverage Relationship Desk Newsletter Trigger Based Database e-Marketing Web: Business Resource Center Customers Microsoft Personalized Service Customized Info Ease of Use Relevancy Profiles Click/Usage Behavior Purchase Intent Xsell oppty/VL

118. 1. Voice of Customer Relationship Research Specialized depth research to understand customer/prospect needs, decision making process and expectations of the optimal experience via web, social media/community, email, offline media and customer service call centers. These insights enable development of customer driven Relationship Marketing Strategies and Action Plans. 5 Step VOC-Driven Relationship Marketing Process

121. How to Deploy Your Multichannel Mix Per Opt-In Preferences Step 3

122. 5 Step VOC-Driven Relationship Marketing Process VOC RESEARCH Step 1 OPT-IN ENGAGEMENT Step 2 VOC RESEARCH Step 1 MULTICHANNEL MARKETING Step 3 VOC RESEARCH Step 1

124. Message Overload

130. 1. Enter your search criteria

131. 2. Select your item And method of delivery

132. 3. Select your location for pick-up or have it shipped!

134. IDM Response Compression Traditional Time: 1 – 2 Weeks Response Phone E-mail / Mail Phone E-mail / Mail IDM Time: 1 – 24 Hours Response

135. Precision Sequencing & Timing Web and Digital Media Begin with Publicity and Continue Web & Digital Media Email #1 / Mail #1 Print Advertising Email #2 / Mail #2 1 Week 1 Week 1 - 24 Hours After Receipt Per Opt-In Preferences Outbound TM Publicity

136. Direct Mail Versus Email

140. From: Daniel Brendler [mailto:D.Brendler@EastHillsChevrolet.onesource1.gmtorque.com] Sent: Monday, June 28, 2010 11:47 AM To: ernan@erdm.com Subject: We received your request for information Long Island's Premier Chevrolet Dealership! . Hello Ernan, We received your email request for information on the 2010 Corvette, are you interested in purchasing one this month? If so, please contact me directly for an appointment to discuss your needs. If you are just looking for information, go to www.chevrolet.com/ (next to the forward slash, fill in the vehicle name, press the space bar and click on the link). When you are in the market for a vehicle, please let me know and I will assist you with current incentives and finance options. Regards, Danny Brendler GM Certified Internet Sales Manager East Hills Chevrolet DESK: (516)869-8100 X 211 Cell: (516)383-3267 Fax: (516)869-9455 [email_address] contactchevydan@gmail.com

141. From: David Stein-Automatic Mail [mailto:david@automatic-mail.com] Sent: Friday, August 13, 2010 6:04 AM To: Ernan Roman Subject: Catching Up With You Dear firstname_placeholder, Hi there! Somewhere along the networking trail or via the exchange of emails, you have a home in my database. I'm sure you can relate to exactly this scenario! I hope that you will want to confirm your contact info and provide correct snail mail and email contact information so we can re-connect. ( You can use the link at the top or bottom of this email.) Or, you may not want my future emails with timely tips on how to get the most out of your budget. You just want to be left alone and we respect that. We only want to mail and email to people who want to hear from us. (Again, you can use the link at the top or bottom to permanently remove yourself from future mailings. ) So, as soon as you finish reading, I would like you to take a minute to click on the link at the bottom of this email to update your profile You can also check a box to add yourself to receive Direct Mail Success, our new newsletter. We're going to help you step out of the box to gain new perspectives on how to maximize the effectiveness of your direct mail and email campaigns. You can unsubscribe to our emails at anytime and we will never share your information, not even with my Aunt Ida and Uncle Lou!! Are you ready to drive sales and increase sales? Then go to AOLS.com and tell me what your priorities are to get started. The next step in updating my database is to talk you! If you have questions, suggestions, requests, or just want to say hello, please drop me an email at: [email_address] or call 347-581-7909. Warmest regards, [email_address] 347-581-7909

142. From: Verizon Wireless [mailto:VZWMail@Reply.VerizonWireless.com] Sent: Friday, September 17, 2010 8:45 PM To: ERNAN@ERDM.COM Subject: Thank You For Your BlackBerry Bold 9650 smartphone Upgrade

143. VOC DRIVEN MARKETING From: Carbonite Customer Care [mailto:customer_care@clickemail.carbonite.com] Sent: Saturday, September 25, 2010 4:37 PM To: Ernan Roman Subject: Your initial Carbonite backup is complete "FEEL GOOD" NEWS! Your initial Carbonite backup is complete. Dear Ernan, Good news: Carbonite has completed your initial online backup for ERNAN-LAPTOP. If you selected Automatic backup, here's how your backup works:

158. Inbound as a High Value Experience

165. Customer Lifecycle Marketing Market Segmentation Are you investing enough in your customers? © 2011 Ernan Roman Direct Marketing Marketing Investment Top Producing Customers Good Customers Dormant Customers & Qualified Prospects Suspects

167. HMS NATIONAL, INC. REDEFINING THE CUSTOMER EXPERIENCE ACROSS MULTIPLE CHANNELS PER THE VOICE OF THE CUSTOMER

174. Know Much More About Our Customer’s Needs … and Use This to Drive Our Marketing 3-Step Marketing Process Step 1

180. Establish Meaningful Opt-In Preference-Based Relationships Step 2 3-Step Marketing Process Step 2

183. Deploy Our Multichannel Mix Per Opt-In Preferences 3-Step Marketing Process Step 3

206. 1. Voice of Customer Relationship Research Specialized depth research to understand customer/prospect needs, decision making process and expectations of the optimal experience via web, social media/community, email, offline media and customer service call centers. These insights enable development of customer driven Relationship Marketing Strategies and Action Plans. 5 Step VOC-Driven Relationship Marketing Process

209. 5 Step VOC-Driven Relationship Marketing Process VOC RESEARCH Step 1 OPT-IN ENGAGEMENT Step 2 VOC RESEARCH Step 1 MULTICHANNEL MARKETING Step 3 VOC RESEARCH Step 1 HI-VALUE SERVICE Step 4 VOC RESEARCH Step 1

213. Tony Hsieh , CEO of Zappos, built a billion-dollar business in less than 10 years. Looking at every one of our interactions through a branding lens instead of an expense-minimizing lens means that we run our call center very differently from others: We…want our reps to...develop a personal emotional connection with each customer... Usually when marketing departments do their ROI calculations, they assume that the lifetime value of a customer is fixed. We view it as something that can grow if we create positive emotional associations with our brand.

214. Since Howard Schultz resumed the reins of Starbucks 2 years ago, he's taken the company from a 50% decline in operating income and share price to delivering its best financial results in company history. The equity of the brand is defined by the quality of the coffee but also, most importantly, by the relationship that the barista has with the customer and whether or not the customer feels valued, appreciated, and respected...

225. Service Quality Metrics* 1. What is the optimum average abandon rate? Answer: 2% or less. 2. What is the optimum average speed of answer? Answer: 80% of calls within 30 to 40 seconds.

226. 3. What is the maximum annual turnover rate for CSR’s? Answer: 10% to 20%. 4. What is the ideal call monitoring rate per CSR? Answer: 40 calls per month. 5. What is the optimum response time for an e-mail inquiry? Answer: 4 hours.

227. 6. Within how many contacts should you be able to resolve a customer service issue? Answer: One. 7. What is the optimum Web self-service rate? Answer: 90% to 100%.

229. 1. Voice of Customer Relationship Research Specialized depth research to understand customer/prospect needs, decision making process and expectations of the optimal experience via web, social media/community, email, offline media and customer service call centers. These insights enable development of customer driven Relationship Marketing Strategies and Action Plans. 5 Step VOC-Driven Relationship Marketing Process

230. 4. Customer Service Customer service is a competitive differentiator and drives repeat purchases. It is not an “Operations” and “Cost” line item. It is a Revenue driver! 5 Step VOC-Driven Relationship Marketing Process

234. 5 Step VOC-Driven Relationship Marketing Process VOC RESEARCH Step 1 OPT-IN ENGAGEMENT Step 2 VOC RESEARCH Step 1 MULTICHANNEL MARKETING Step 3 VOC RESEARCH Step 1 HI-VALUE SERVICE Step 4 VOC RESEARCH Step 1 SOCIAL MEDIA Step 5 VOC RESEARCH Step 1

236. Bad news: Social / digital media are not “ the answer”… They will not make it all better!

237. Unless we learn how to engage per customer’s preferences and expectations… the addition of social and digital media will only result in multimedia irritation.

238. Granted… we will have new and improved multimedia irritation… But the end result will still be the same consumer alienation.

241. 1,281,182 Blogs!

243. Per VOC, You Must Think Multichannel / Multimedia: “ I take pride in being a smart shopper. I might see something on TV, or hear an ad on the radio. I’ll text some of my fellow Frugal Mom$ friends to check it out. Then I’ll browse the web site. If the item interests me, I’ll put it in my cart. When I’m finished browsing, I’ll print out the cart and call customer service to place the order and have them answer any questions.” Takeaway 2

248. After listening carefully to all your feedback, we’ve come up with a new and improved shipping-and-returns policy that I think you’re going to love. Here’s an overview of the changes we’ve made:

259. Easy Access

260. Share

261. Mobile

262. Blogs

263. Community

264. Making Connections

271. Per IBM's 2010 CEO Study: “57 percent of companies that have invested in social business tools have outperformed their peers, citing collaboration as having a direct impact on their organization's growth.”

284. ideeli.com

285. Presenter Tamara Rosenthal Executive Director, Brand Marketing ideeli Tamara Rosenthal is the executive director of brand marketing at ideeli, responsible for developing the company’s brand positioning, public relations, social media and editorial direction, as well as spearheading creative campaigns to enhance the high-growth ideeli business. She works closely with the ideeli merchandising team to create innovative brand partner marketing programs and forge key partnerships across the fashion, media and retail industries. Prior to joining ideeli, Tamara’s career spanned the fashion and e-commerce industries, including senior level positions at Ferragamo, Vogue, Lacoste and asmallworld.net . While serving as vice president of marketing at Lacoste, Tamara was recognized as one of the “Top Women in Business” by PINK Magazine and credited in Brandweek for being instrumental in freshening the “LACOSTE Look.” A native New Yorker, Tamara is married, with two children. She is a graduate of the Columbia Business School with a M.B.A. in marketing. [email_address] www.ideeli.com

297. “ More shoes. Period.” Source: 4Q 2010 ideeli buyer surveys

298. relevant: seeking the shoe-obsessed

301. new: the pleasure of discovery

306. 1. Voice of Customer Relationship Research Specialized depth research to understand customer/prospect needs, decision making process and expectations of the optimal experience via web, social media/community, email, offline media and customer service call centers. These insights enable development of customer driven Relationship Marketing Strategies and Action Plans. 5 Step VOC-Driven Relationship Marketing Process

307. 4. Customer Service Customer service is a competitive differentiator and drives repeat purchases. It is not an “Operations” and “Cost” line item. It is a Revenue driver! 5 Step VOC-Driven Relationship Marketing Process

310. Achieving True Customer Engagement: The 5-Step Process for Increasing Sales 10 – 35%