American Marketer


Mobile Marketing Summit New York Sept. 8: 1800Flowers, Equifax, Pittsburgh Penguins, Ogilvy, Pandora, Barclaycard

September 2, 2011


mcdonaldsPlease click here to register for the Sept. 8 Mobile Marketing Summit New York: Holiday Focus 2011

Registration is open for the Mobile Marketing Summit: Holiday Focus 2011 on Thursday, Sept. 8 in New York with executive keynotes from Pier 1, Pittsburgh Penguins, 1800Flowers, Pandora, Equifax and Ogilvy. Mobile Marketer is the host.

The second Mobile Marketing Summit will be held Thursday, Sept. 8 in New York at the National Museum of the American Indian, a Beaux Arts Smithsonian museum in downtown Manhattan. Targeting senior executives and decision-makers at brands, ad agencies, publishers, retailers and service providers, the summit is the leading holiday mobile marketing conference. (Conference agenda below write-up.)

“With four out of ten subscribers nationwide using Web- and app-enabled mobile phones, brands and retailers can expect some surprises this holiday season,” said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily.

“As this event and its speakers will explain, consumers are trained now not only to expect their favorite brands to have a mobile presence, but also some element of mobile sophistication – shopping, inventory search, price comparison, social chat, store location and buying capabilities,” he said. “Given that mindset, it’s only fitting that holiday mobile marketing is tailored to driving transactions on device and in-store. To sit this one out is leaving money on the table.”

The New York summit is limited to around 200 executives on a first-come, first-served basis.

Registration open

Titled “Mobile Marketing Summit: Holiday Focus 2011,” the daylong event features keynotes from senior executives at Pier 1 Imports, Pittsburgh Penguins,, Equifax, Pandora, Ogilvy and InsightExpress, as well as CEO of leading mobile marketing firms.

These speakers will share ideas, research, best-practice tips and case studies. Plenty of breaks between sessions will allow for networking and exchange of cards and contact details.

The Mobile Marketing Summit is priced at $495 to cover the conference and breakfast, lunch and a cocktail reception at day’s end.

For sponsorship information, please contact

Please click here to register for the conference. The agenda is below.


Mobile Marketing Summit: Holiday Focus 2011

Thursday, Sept. 8, 2011

A Napean presentation


National Museum of the American Indian

Diker Pavilion

Bowling Green

New York, NY 10004

(Directions: Directly across from Battery Park in downtown Manhattan and at the beginning of Broadway)

8 a.m. – 8:45 a.m.

Registration and Breakfast

8:45 a.m. – 9 a.m.

Welcome Address: State of Mobile Marketing 2011


Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

9 a.m. – 9:30 a.m.

Opening Keynote The Anatomy of Successful Holiday Marketing

As one of the leading florists and gift retailers nationwide, has complete mastery over how to meet the needs of consumers year-round for holidays starting from St. Valentine’s Day and Mother’s Day to birthdays, anniversaries and the holiday season after Halloween. Indeed, the retailer knows how to stimulate demand with the right offer at the right time and price with the pertinent channel. In this session, attendees will learn:

 Why mobile is key to’s multichannel focus

 How approaches marketing for an upcoming holiday

 What happened with mobile in the 2010 holidays

 Successful mobile marketing pushes that were simple to execute

 Which mobile channel works best for what outreach

 Three big mistakes to avoid in holiday mobile marketing and commerce

 Three best-practice tips to ensure consumer-friendly holiday mobile efforts


Kevin Ranford, vice president of online marketing, mobile and social media,


Rimma Kats, staff reporter, Mobile Marketer and Mobile Commerce Daily

9:30 a.m. – 9:45 a.m.


9:45 a.m. – 10:15 a.m.

OgilvyOne: The Agency’s View on Holiday Mobile Marketing

Advertising agencies are their clients eyes and ears for planning, strategy, creative, tactics, media services and measurement. As mobile gains scale, more agencies are recommending the medium to clients for branding as well as customer acquisition and retention efforts. But what are agencies’ requirements for mobile to gain scale on par with other marketing channels? This session will offer strategic advice on:

 How agencies view mobile as a marketing medium

 Whether mobile incorporation gives an edge to holiday marketers and retailers

 What needs to happen in mobile to accelerate its use over the holidays

 What publishers need to do to convince agencies for holiday mobile budgets

 Whether measurement issues will continue to hinder mobile’s progress

 How to convince agencies – and by extension – their clients on why mobile campaigns should be part of the holiday marketing mix


Martin Lange, executive marketing director of digital strategy, OgilvyOne Worldwide


Ken Harlan, CEO, MobileFuse

10:15 a.m. – 10:30 a.m.


10:30 a.m. – 11 a.m.


Understanding the Holiday Mobile Shopper: Data, Actionable Insight and Analysis

With more Web- and application-enabled mobile phones and tablets in consumer hands, this holiday season may turn out to be one full of surprises for marketers and retailers. Expect extensive mobile shopping, searching and store-location activity, as well as on-device purchases. How has mobile evolved holiday shopping and marketing? Exclusive research in this session will show:

 The demographic of today’s holiday mobile shopper and how patterns of behavior are evolving

 Data on tablet and smartphone usage, content access on applications, mobile Web, SMS and bar codes, and moms’ mobile usage

 Why this holiday season will be breakout for mobile

 The interplay between store, online and mobile channels and what that means for consumer outreach

 What brands and retailers need to know how holiday mobile marketing and commerce this year


Joy Liuzzo, senior director, InsightExpress

11 a.m. – 11:15 a.m.


11:15 a.m. – 11:45 a.m.

Pittsburgh Penguins: How to Build an Engagement-Focused Mobile Database

The Pittsburgh Penguins are among the most marketing savvy teams in the National Hockey League. The franchise is one of the few that has built a sizable database of opted-in fans to engage them year-round with news, recaps, contests and commercial offers. Consumers can join the five-year-old Pens Mobile Club by texting the keyword PENS to the 32623 common short code. Delegates to this session will learn:

 What was the chief contributing factor for the Pittsburgh Penguins to build a successful opted-in mobile database

 How mobile marketing helps the Penguins fill seats and sell merchandise

 The team’s plan for holiday mobile marketing

 What brands and retailers can learn from the franchise’s mobile database marketing efforts and on keeping fans engaged

 What works and what doesn’t work in mobile


David Peart, vice president, Pittsburgh Penguins

Jeremy Zimmer, director of new media, Pittsburgh Penguins


Matthew Valleskey, director of marketing for mobile services, Neustar

11:45 a.m. – 12 noon


12 noon – 12:30 p.m.

Pre-Lunch Keynote

Pandora: How Mobile is Giving New Lease to Old Media

Unquestionably the most successful Internet radio service, Pandora is now out to change the consumption of content on mobile. The company is also known for working closely with advertisers such as Whole Foods, Unilever’s Dove, Taco Bell, Target, and LivingSocial to tailor efforts to online and mobile listeners. The ads running on Pandora comprise audio, video and display ads across all interactive channels. The session discussion will focus on:

 How mobile is key to Pandora’s future

 Transforming an old medium to meet the digital needs of today’s consumers

 How advertisers work with Pandora to develop programs to engage online and mobile consumers

 Pandora’s holiday mobile plans

 3 tips for mobile advertisers


Kim Luegers, director of mobile and emerging media, Pandora


David Eads, vice president of product marketing, Kony Solutions

12:30 p.m. – 1:30 p.m.

Sponsored Lunch Break

1:30 p.m. – 2 p.m.

Post-Lunch Keynote

Equifax: Recognizing and Responding to Changing Customer Behavior on Mobile

It is hard to fathom why consumers would want to access their most sensitive data next to bank statements – credit scores – on mobile devices, but Equifax’s experience proves otherwise. The credit bureau has outpaced its competition to develop a well-rounded mobile strategy that embraces SMS, mobile Web, applications and GPS. And consumers are responding. In this session, delegates will learn:

 How Equifax views mobile as a key customer service as well as a profit center

 Equifax’s four-pronged mobile strategy

 What the holidays mean for Equifax and its customers

 Understanding the mobile consumer mindset

 How Equifax integrates mobile with its direct-to-consumer business unit

 Tips for delivering secure experiences on mobile when dealing with sensitive data


Ravi Acharya, senior vice president of technology for global Internet solutions, Equifax


Marci Troutman, CEO, SiteMinis

2 p.m. – 2:15 p.m.


2:15 p.m. – 3 p.m.

CEO Tips

Hard Issues: What Needs to Happen to Accelerate Mobile Advertising and Marketing Deployment During the Holidays

While mobile is growing rapidly as a content consumption and communications channel, its potential for advertising, marketing and commerce can be better tapped. To gain bigger budgets this holiday season, mobile marketers must convince advertisers and agencies on a number of issues, including interoperability, standards, measurement, scale and quality inventory. CEOs from key mobile marketing firms on this panel will discuss:

 Why mobile is a key ingredient in customer acquisition and retention efforts this holiday season

 What is holding mobile advertising, marketing and commerce back from its full potential?

 Are publishers offering enticing mobile advertising packages that can convince brands and agencies to put mobile closer to the epicenter of holiday marketing initiatives?

 How to handle the advertiser and agency’s biggest concern with mobile: measurement and tracking?

 What consumers are looking for in the holiday mobile marketing and commerce experience

 Three easy-to-implement tips to kick-start holiday mobile marketing efforts


Greg Schmitzer, CEO, Mad Mobile

Nicole Skogg, CEO, SpyderLynk

Oren Michels, CEO, Mashery

Mike Wehrs, CEO, Scanbuy

Amielle Lake, CEO, Tagga Media


Susan Donahue, managing director, Skyya Communications

3 p.m. – 3:15 p.m.


3:15 p.m. – 4 p.m.

Driving Holiday Mobile Commerce and Marketing Traffic to Device and In-Store

Mobile’s potential is not just sales or marketing conducted on mobile phones, tablets and operating systems backed by Apple, Google, Nokia, Microsoft, Research In Motion, Motorola and Samsung. It is also key to driving traffic to retail stores, as Big Box chains and fast feeders have discovered. In this session, panelists will discuss various issues, including:

 Is there an ideal platform strategy for retailers to start on mobile? Or is it one word: Apple?

 Is there momentum behind mobile commerce? Are consumers OK with mobile wallets, mobile payments and security concerns over mobile transactions?

 Should mobile’s focus be driving traffic to other channels such as in-store or should it be on-device to include phones and tablets? Your organization’s approach?

 Every new technology causes a rethink of the org structure within organizations. Is mobile IT’s responsibility or marketing’s? Shared?

 Mobile social local: that seems to be the mantra. Are we seeing some irrational exuberance?


Steven Braun, vice president of ecommerce, OfficeMax

Dave Hogan, executive technology adviser, National Retail Federation

Craig Miller, chief information officer, Sonic Drive-In

Sahir Anand, vice president and principal analyst for retail and banking, Aberdeen Group


Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

4 p.m. – 4:15 p.m.


4:15 p.m. – 4:45 p.m.


Barclaycard US: How Mobile Payments Will Shape Holiday 2011 for Retail

Barclaycard, which offers mobile payments in Britain through an alliance with telecoms giant Orange and a strong mobile banking service in South Africa, sees partnerships as the path to consumer adoption of mobile payments. Partnerships between payment providers and retailers who will benefit from the ability to deliver targeted offers right to the handheld device represent the most effective way to demonstrate the benefits of mobile payments to consumer, especially in the upcoming holiday season. In this session, attendees will learn about:

How mobile payments will its first major key role in this holiday season

The state of mobile payments and consumer adoption trends

The strategy and tactics behind the Barclaycard/Orange mobile payments program in Britain

How Barclaycard intends to leverage its cobranded credit card partnership approach in mobile payments

Ideas for brands and merchants to incorporate mobile payments to increase sales throughout the year and in the holidays


Dekkers Davidson, head of mobile payments, Barclaycard US

4:45 p.m.

Raffle for Dom Perignon Champagne

5 p.m. – 6 p.m.

Sponsored Cocktail Break

Hotels in the Lower Manhattan neighborhood (from nearest to farthest):

The Ritz-Carlton Battery Park, Two West Street, New York, NY 10004; tel: 212-344-0800; please click here for the Web site

New York Marriott Downtown, 85 West Street at Albany Street, New York, NY 10006; tel: 212-385-4900; please click here for the Web site

W New York Downtown, 123 Washington Street (entrance on Albany Street), New York, NY 10006; tel: 646-826-8600; please click here for the Web site

Millennium Hilton, 55 Church Street, New York, NY 10007; tel: 212-693-2001; please click here for the Web site

Please click here to register for the Mobile Marketing Summit: Holiday Focus 2011, New York, May 12. Price $495