winter conference · 2017-03-17 · user generated content to create engagement with a $0 budget...

WINTER CONFERENCE

JANUARY11-13, 2017 Savannah, GA

Unique Solutions. Lasting Relationships.

jbmpackaging.com855.282.7225

ProtectYour Brand.

ProtectYour Processes.

ProtectYour Future.

--------------- conference schedule -----------------------------------------------

Wednesday, January 11th

8:00 am – 12:00 pm DGA BOARD MEETING – Invitation Only

12:00 pm – 5:00 pm REGISTRATION OPEN Meeting Room: Mezzanine South

12:00 pm – 1:30 pm ASK THE EXPERTS Meeting Rooms: Scarbrough OneThis program provides an opportunity for DGA Catalog members to meet with Allied members for a no-fee private consultation during the Winter Conference. Attendees are able to get help from a fellow member on an issue they find challenging to their business and Allied members have the potential opportunity to gain new clients.Here is how the program will work:

± Each of our participating companies has been assigned a table in one of the two ‘Ask the Experts’ meeting rooms

± Each Allied company has (3) 25 minute time slots ± Any interested catalog members must contact the

Allied Member directly in order to reserve their 25 minute appointment

± The Allied Member is responsible for reconfirming your appointment

Our Experts are:1. Mike Zuckermandel, Zed Marketing

[email protected] Print Media, Insert Media, List Management/Brokerage, Direct Mail

2. Val Gossett, Evergreen Marketing [email protected] Marketing, Advertising, Email & Social Media Marketing, Google adWords, Circulation Planning

3. Eva Perretti, Wiland [email protected] Print Advertising and New Customer Acquisition.

4. Lisa Balch, Sargeant House [email protected] Catalog Critique

2:00 pm - 2:15 pm OPENING REMARKS DGA PRESIDENT Polly Welch Meeting Room: Trustee’s Hall

2:15 pm – 3:30 pmPresentation: “Bee-ing Better People in a Better World”Julianna M. Rabeler, Savannah Bee CompanyMeeting Room: Trustee’s Hall

“Life is the flower for which love is the honey.” –Victor Hugo.

Savannah Bee Company wasn’t established out of a love for business. Instead, it was one man’s love for honey and honeybees that built this hive. I will speak briefly about Savannah Bee’s history, how we use business as a way to educate the world about protecting bees and the environment, and how people can join us on this journey to leave a better, more beautiful world for generations to come

Julianna was born in Brunswick, GA before moving to Arizona where she lived for 11 years. Her journey back to the South took her to various cities including Statesboro, GA where she received a Bachelor of Science in Public Relations from Georgia Southern University. Upon graduating, Julianna went on to get her Master of Arts in

Communication Studies from Auburn University where she taught public speaking to undergraduates. Since childhood, Julianna has always been a dreamer; a wanderer; a believer in possibility. At 7 years old her dream was to save the rain forest.Although she has yet to save the rain forest, her journey has always been linked to the power education can give an individual. Today, Julianna works as the Executive Assistant to the President and Owner of Savannah Bee Company where she strives to work and live in a manner that contributes positively to the world around her. In addition, she is an educator for the not-for-profit, The Bee Cause Project. She actively visits schools and does speaking engagements to introduce children and adults to honeybees and their importance to our survival. Through The Bee Cause Project, Julianna hopes that generations can come

conference schedule continued -------------------------------

Expand Your ReachYour catalog is essential to your business. It is the hardest working component of your marketing strategy. Don’t leave page-building, production and delivery of your most important marketing assets to chance. Our solutions provide you the highest levels of process efficiencies and marketing effectiveness, broadening your reach and improving your ROI.

CALL: 414.566.2563 CLICK: www.QG.comEMAIL: [email protected]

together to embark on a path full of wonder—leaving the world a better educated, more beautiful place.

3:30 pm – 4:00 pmBREAK WITH EXHIBITS – Take a moment and visit with the DGA exhibitors. Representatives from various companies are there to talk with you about their latest and greatest products.Meeting Room: Trustee’s Hall

4:00 pm – 5:00 pmPresentation: “100 Tips for Optimizing Sales by Targeting Mobile”Blake Ellis, CommerceV3Meeting Room: Trustee’s Hall

Your web stores and marketing e-mails may display correctly on mobile devices, but are they really optimized to generate orders? This session uses hundreds of real world examples to illustrate ways you can generate quick mobile

wins to increase your conversion. From web navigation to optimized e-mail subject lines to revamping copy for buyers on the go: we present tons of stuff you can start testing as soon as you get back to the office!

Blake Ellis has been involved in dozens of start-ups including Color Maria, CommerceV3, Rails Machine and RappidApp. He specializes in cloud-based software platforms and is currently launching an open source framework for building enterprise e-commerce applications. He recently

served as Entrepreneur-in-Residence at Georgia Tech’s ATDC technology incubator. Blake can be found online via Twitter at @blakeellisjr or via LinkedIn at https://www.linkedin.com/in/blakeellis


6:00 pm – 7:30 pmWELCOME BACK RECEPTION Meeting Room: Scarbrough One & Two

Say hello to your fellow members and make some new contacts too. Light hors d’oeuvres and two complimentary cocktails will be available to each attendee. Cash bar available.

Thursday, January 12th

7:30 am – 5:00 pmREGISTRATION OPEN Meeting Room: Mezzanine South

7:30 am – 8:00 amCONTINENTAL BREAKFASTMeeting Room: Trustee’s Hall

Sponsored by Quad Graphics, Platinum Sponsor

8:00 am – 8:30 amCELEBRATE THE WINNERS OF THE DGA GREEN THUMB AWARDS!Meeting Room: Trustee’s Hall

The winners of the DGA 2017 Green Thumb Awards will be announced and recognized for their achievement. A company representative from each winning company should be present to receive their award.

8:30 am – 9:30 amPresentation: “Keeping Your Customers Warm Every Winter with Email and Social Media” Jason Revzon, Digital Profits, LLC. Meeting Room: Trustee’s Hall

Do your marketing efforts wither on the vine once the growing season is over? Even if you can’t ship, you can still keep selling your customers on your brand with a targeted approach to email and social media content marketing. Learn five specific tactics to keep your file warm even with snow on the ground, taking advantage of free and low-cost digital tools.

Jason Revzon has specialized in building successful digital businesses for traditional companies over the past 16 years, currently as lead strategic consultant at Digital Profits, LLC. Recently, as SVP, Interactive

at The Taunton Press, publishers of Fine Gardening magazine, Jason was able to

Specializing in Catalog Creative Branding jMarketing Services

610.399.1983 [email protected] www.SargeantHouse.com

Sargeant HouseGraphic Design Studio-----------------------------------------------------------------------

We’re proud to say we’ve been a DGA member for more than a half-century ... and even more proud to have helped home and commercial growers succeed for two centuries. Look for exciting new products in our Spring 2017 catalog!

starkbros.com

2001816 2016YEARS


Roberta Simpson-Dolbeare, Owner

Office: 217-734-9365 Cell: 217-242-0997 Email: [email protected]

A proud member of the DGA since 1993.

increase site traffic ten-fold with over 5.2M Monthly Visitors to Taunton’s award-winning Home and Garden Network. He was also instrumental in creating new interactive online tools, developing custom programs for advertisers, growing eLetter lists and launching 6 new online stores. Jason has also served as a digital leader in roles at Tribune Co., Lifetime Networks, and Bottom Line Inc.

9:30 am – 10:00 am BREAK WITH EXHIBITSMeeting Room: Trustee’s Hall

10:00 am – 11:45 amROUNDTABLE DISCUSSION GROUPSMeeting Room: Sloane

Come with questions, leave with answers! Each roundtable will address a specific topic and timely issue pertaining to our industry. Attendees will have the opportunity to sit at two different table discussions for approximately 45 minutes each. An industry expert will briefly introduce the session topic and facilitate the discussion. Table participants will shape the session content based on their own specific questions.

1. Improving Conversion Rates and Increasing Revenue Robert Sieracki, Ox Optimal

2. Digital Black Thumb? Your Mobile Site Could Be Killing Search and Orders Jason Revzon, Digital Profits, LLC.

3. Email Marketing and the Path to Customer Loyalty Kevin Hillstrom, Mine That Data

4. Their Garden Paradise: How to Leverage User Generated Content to Create Engagement with a $0 Budget Sundeep Kapur, Email Yogi

5. Ask me Anything on eCommerce Sam Cohen, Amazon Consulting Experts

11:45 am – 1:30 pm MEMBERS – LUNCH ON YOUR OWN

11:45 am – 1:30 pm PAST PRESIDENTS AND MENTORS LUNCHEON WITH FIRST TIME ATTENDEES AND MENTORSMeeting Room: Plimsoll

This is a perfect opportunity for new attendees to meet our association leaders as well as other members attending a DGA conference for the first time. Our goal is to make you feel welcome and provide you with the opportunity to get the most from your DGA experience.


Profitable GrowthThrough Superior Marketing Intelligence

303.485.8686 wiland.com

The Wiland database houses billions of transactions from thousands of brands, giving us unprecedented visibility into consumer spending. Leveraging this intelligence, we help gardening merchants target highly responsive, high-LTV prospect and customer audiences both online and offline.

Contact us to today to discover how Wiland can help you grow your business—and achieve a bigger, brighter, more profitable future.

1:30 pm – 2:30 pmPresentation: “Beautiful Madness… 29 years of Mail Order Insanity”Tony Avent, Plant Delights NurseryMeeting Room: Verelst/Percival

Inspired as a youth by three mail order nurseries, we’ll share our unique, roller coaster journey as a specialty mail order retailer; a plant breeding, research, and exploration company; a plant propagation and production nursery; and a world-class botanic garden.

Tony Avent is the owner of Plant Delights Nursery Inc, an international mail order business featuring rare and unusual perennials, hostas, and U.S. natives. He has received numerous

awards in the green industry, including the Perennial Plant Association Retail Award, American Horticulture Society Outstanding Commercial Award, and the D.H. Copeland/NC Association of Nurseryman Award. Additionally, Tony is a valued member of a variety of organizations such as American Nursery and Landscape Association, Garden Writers of America, and the Pacific Bulb Society to name a few. This avid writer and plant enthusiast resides in Raleigh, North Carolina with his four cats Pearl, Jasper, Zirconia, and Henry.

2:30 pm – 3:30 pmPresentation: “From Zero to $20 Million in under 6 years” Sam Cohen, Amazon Consulting ExpertsMeeting Room: Trustee’s Hall

“From zero to $20 Million in under 6 years?” will be a presentation on how I grew a $20 million a year Amazon business from nothing in 5 short years. I will discuss the limitless opportunity that is the Amazon marketplace, as well as bringing specific niche’s to market.

Lastly, I will talk about the hurtles that we have faced and overcome and hopefully inspire everyone to realize the possibilities ahead.

Sam E. Cohen, a 20 year veteran of ecommerce resides in New Jersey with his wife and four children. Sam began his successful Amazon run in March 2011, later shifting his business to 100 percent FBA in October 2011. In under four years Sam has grown his business to become one of the top 1% of all third party sellers on Amazon. The company now proudly has 20-30 employees depending on business needs while simultaneously owning and operating

multiple Amazon accounts- with written permission from Amazon. A personal invitation to visit the Amazon headquarters in Seattle highlighted Sam’s hard work and dedication. Amazon reviewed the business goals and concerns and further helped Cohen master his trade. This critical turning point fueled Sam’s drive for success and he was handpicked to be featured in The Wall Street Journal’s article regarding Arbitrage and Amazon third party sellers. National Public Radio also reached out and spoke with Sam to work on a day in the life piece.Sam knew he could help others learn from his experience. Thus Amazon Consulting Experts was born — ACE: An exclusive custom tailored consulting, mentoring, & training program.


Grow your business with the most engaged, affluent and influential audience in the industry.

CONTACT: Linda Delaney at 203-304-3506 • [email protected]

Gardeningfine

• Award-winning trusted content

• 3 million of the most engaged gardeners anywhere

• 13 hours spent gardening per week

• $3,606 average spent per year on gardening related activities

• Platforms that can be customized just for you

3:30 pm – 4:00 pmBREAK WITH EXHIBITSMeeting Room: Trustee’s Hall

4:00 pm – 5:00 pmPresentation: “Finding and Keeping Great Employees” Bill Boonstra, Bluestone Perennials, Bruce Frasier, Dixondale Farms, and Polly Welch, Tulips.com/Washington Bulb Co. Moderated by: Ken OakesMeeting Room: Trustee’s Hall

How to work around the particular challenges of the garden industry. Bill, Bruce, and Polly will address the challenges that companies in the garden industry face - particularly the topic of how to find employees and retain them!

6:00 pm – 7:30 pmNETWORKING RECEPTIONMeeting Room: Scarbrough One & Two

Sponsored by JBM Packaging, Diamond Sponsor

Enjoy a cocktail and some hors d’oeuvres with fellow members and those new friends you have made. Why not take a first time attendee to dinner afterwards? Take the time to meet someone new. We are all experts at something – there is a wealth of information amongst the DGA membership. Give a little, learn a lot!

Friday, January 13th

7:30 am – 8:00 amCOFFEE AND JUICE BARMeeting Room: Mezzanine South


PRINTSOLUTIONS

MARKET-FRESH

Contact: Sheryl [email protected] | ph 507.775.7545

1101 Frontage Road NW, Byron, MN

CATALOGSStandard | Tabloid | Slim Jim | Digest

CARD PACKSCooperative Direct Mail | Ad Packs Full Bleed Premium PacksPoly or Paper Wraps

INSERTSMagazine & Catalog Inserts | Blow-insBind-ins | Newspaper Inserts (FSI)Package Inserts | Cover Wraps

DIRECT MAILLetters | Brochures | Buck SlipsSelf Mailers | Postcards | Variable PrintCross Media Marketing

GENERAL COMMERCIALNewsletters | Booklets | PostersBrochures | Padding | Calendars

SERVICESGraphic Design | On-site Postal VerificationList Acquisition, Management & Hygiene Co-Mail, Co-Pal & Commingle OptionsMail Anywhere Authorized

CERTIFICATIONSPostalOne!® | IMb™ Full-ServiceUSPS® Mail Design | DSMSCo-Pal | HIPAA ComplianceFSC® Certified FSC® C008939

DIGITAL/VARIABLE WEBPostcards | Self Mailers | CouponsShort Run Orders

Proud Sponsor & Member of

www.schmidt.com

8:00 am – 12:00 pm REGISTRATION OPENMeeting Room: Mezzanine South

8:00 am – 8:30 amDGA BUSINESS MEETING – All members are invited to attend.Meeting Room: Trustee’s Hall

8:30 am – 8:45 am LET’S MEET OUR SPONSORS!Meeting Room: Trustee’s Hall

Let’s Show our appreciation to those member companies that have generously donated funds towards the Winter Conference. Their support has brought excellent programs and social events as well as a low registration fee!

8:45 am – 9:00 amBREAK WITH EXHIBITSMeeting Room: Trustee’s Hall

9:00 am – 10:00 am Presentation: “Secret Codes of Communication”Deborah Jeffries, HR Answers, Inc.Meeting Room: Trustee’s Hall

Communication is one of the first skills we learn yet as adults, very few of us have unlocked the secrets of successful communication. Generally we do a good job, especially when there are no issues or concerns to discuss. However, when challenges exist, when a supervisor needs to discuss performance concerns, when we disagree with one another, or we are trying not to hurt someone’s feelings, communication can break down and clear expression becomes more challenging. So to interact effectively with others, to influence others, we must first truly understand others. This program will explore:

± How and why communication difficulties occur ± The importance of listening in successful

communications


± How to approach a troubled employee/co-worker and minimize any “hard feelings” that may occur

± How to manage our feelings when confronting others ± How to improve communication skills across gender and culture ± Much, much, more...

If you want to better understand your personal communication style and apply it to the people you work and live with, then this is the session for you.

Deborah Jeffries, SHRM-CP, PHR, CPC, Vice President, is certified as a Professional in Human Resources (PHR) through the Human Resource Certification Institute and has 30 years’ experience in the human resources field. Deborah is also a Certified Professional Consultant (CPC) through the International Guild of Professional Consultants. She is the editor of HR Answers’ monthly newsletter, Advantage, and also manages the Willamette

Valley Office. As a consultant, she works with clients on their handbooks, policy manuals, employee relations, recruitment processes, employment, compliance, and most often their training needs. Deborah’s past experience includes recruiting, training, education, sales, and marketing. She holds a BS in Psychology and a teaching certificate from Willamette University. As a trainer, Deborah works with organizations on the employment process, recruitment, orientation, performance management, recognition and retention, discharge, customer service, harassment, diversity, improved communication styles, and most often Leadership and Supervisory skills. Additionally, she has served as adjunct faculty to Marylhurst University, Portland State University and Willamette MBA program, teaching business students’ key elements of human resources.

10:00 am – 10:30 am BRUNCHMeeting Room: Scarbrough One & Two

Sponsored by Fine Gardening, Platinum Sponsor

10:30 am – 12:00 pmPresentation: “What Does a Healthy Business Look Like?”Kevin Hillstrom, MineThatDataMeeting Room: Scarbrough Two

In this presentation, Kevin will summarize findings from 200+ client projects, outlining what successful companies are doing to retain and (more importantly) acquire new customers. From metrics to tactics, Kevin will explain how different pieces of the puzzle fit together to yield a healthy, profitable business.

Kevin is President of MineThatData, a consultancy that helps CEOs understand how customers interact with Products, Brands, and Channels. His 200+ clients include retail brands, e-commerce startups, billion

dollar e-commerce success stories, and classic catalog brands.

12:00 pm – 12:15 pmCLOSING REMARKS FROM THE PRESIDENT AND ADJOURNMeeting Room: Scarbrough One & Two

Why HMK Marketing Services?We have over thirty years of experience in marketing services including print, lettershop, tradeshow support, video production, and now premiums, both nationally and internationally.

HMK Marketing Services, LLC

2577 Cherry Court | Gilbertsville PA 19525 | Mobile: 610.858.4604

[email protected]

PRINT • MAIL • WEB • PREMIUMS • PROGRAMS • TRADESHOWS • E-MAIL • POINT OF PURCHASE • DATABASE MANAGEMENT

Exhibitor listing

Booth Number 100 JBM PackagingContact: Jessi Black2850 Henkle DriveLebanon, OH [email protected] near Cincinnati, Ohio, JBM Packaging understands your needs, solves your packaging problems and delivers rapid, exceptional service. Our company has nearly 30 years of print and package experience, solid and sustained growth, and a reputation of innovation and problem-solving.

Booth Number 102 Quad GraphicsContact: Rob DoomeN61 W23044 Harry’s WaySussex, WI [email protected]/Graphics is one of the nation’s leading printers of magazines and catalogs. We offer the industry’s most robust co-mailing program along with the highest level of quality printing and binding equipment. Our experts can help you use print to reach your market audience, be they one or one million.

Booth Number 103 Schmidt PrintingContact: Sheryl Konz1101 Frontage Rd. NWByron, MN [email protected] Printing provides unique, targeted and measurable web-offset and digital printing solutions to marketers across the country. Through our direct mail programs, we help our customers create brand awareness, drive store and web traffic, acquire customers, increase sales, build customer loyalty, generate revenue, shorten cycle time, reduce costs and provide turnkey marketing solutions.

Booth Number 105 Fine GardeningContact: Linda Delaney63 S Main St., Box 5506Newtown, CT [email protected] Gardening is a bimonthly magazine that provides inspiration, practical information, and resources that enable curious-minded homeowners to have confidence in their gardening abilities and to create garden spaces that reflect their personality and home. The magazine is available in garden centers and bookstores and by subscription at the listed phone number. Sister sites FineGardening.com and VegetableGardener.com offer visitors a variety of ways to interact with the gardening community and obtain timely information on all things gardening.

JULY 26-28, 2017Portland, Maine

Summer ConferenceSAVE

theDATE

(Winter Conference January 22 – 24, 2018 in Orlando Florida!)

P.O. BOX 429LAGRANGE, GA 30241 706-298-0022706-883-8215 Faxwww.directgardeningassociation.cominfo@directgardeningassociation.com

OFFICERS President Polly Welch, Washington Bulb Co./Tulips.com 1st VP Ken Oakes, Oakes Daylilies 2nd VP Matt Bollinger, Stark Bros Nurseries Secretary Greg Key, Hoss Tools Treasurer Alisa Meggison, Green Sky Development Past President Noel Valdes, Cobrahead, LLC

DIRECTORSMary McKaskle Caddell, Dixondale FarmsLisa Balch, Sargeant House Design StudioDave Waterman, Ink-It Digital Corp.Linda Delaney, Fine GardeningJohn Beaty, Beaty FertilizerStacey Haines, Green Sky DevelopmentRob Doome, Quad GraphicsRick Schultz, Aqia Agronomics

DGA 2016 - 2017 BOARD OF DIRECTORS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..

To Our Conference Sponsors

SILVER

GOLDPLATINUM

DIAMOND

Unique Solutions. Lasting Relationships.

jbmpackaging.com855.282.7225

ProtectYour Brand.

ProtectYour Processes.

ProtectYour Future.

winter conference · 2017-03-17 · user generated content to create engagement with a $0 budget...

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