Ask The Analyst #1 – Regency D
Steve French, Managing Partner, Natural Marketing Institute

Keynote Presentations – Regency D

Kevin Donnellan, Executive Vice President & CCO, AARP
Media Mix 3.0: Boomer Consumer Segmentation and How to Find the Right Mix for Your Customer
The 50+ demographic encompasses a huge and extremely diverse population group that cannot be reached effectively with a one-size-fits-all marketing strategy. Kevin Donnellan, AARP’s Chief Communications Officer, leads the development of AARP’s overall communications priorities as they relate to three distinct target audiences – consumers aged 50+, 60+ and 70+. Kevin will share strategies for developing the optimal mix of print, radio, television, and online media and effectively tailoring marketing messages that resonate with 50+, 60+ and 70+ consumers. Plus, you will hear the latest intelligence on trends in the market and how to get the best return for your marketing dollar.

Stan Humphries, Chief Economist, Zillow.com
Zillow and Housing
In the wake of the financial rollercoaster of the past two years, the net worth of many boomers is tied into their homes. Home buying decisions and relocation patterns offer key insight for companies marketing products and services to boomers, affecting everyone from reverse mortgage and mortgage lenders to transportation companies, car dealers, service providers, and home furnishings retailers. Zillow Chief Economist Dr. Stan Humphries will tell you where boomers are moving, what kind of housing they are buying, and what factors are influencing their purchasing and relocation decisions.

Mark Graham, Senior Vice President, Technology, iVillage, NBC Universal
Selling Services Online: Leveraging Great Content to Drive Sales and Create Consumer Loyalty
E-newsletters are everywhere, and while many marketers spend considerable time and effort to publish newsletters and build email lists, they often have little effect on the company’s overall bottom line. Learn the secret to publishing great e-newsletter content and leveraging it to drive sales, build loyalty, and integrate content with television and other online campaigns. Mark Graham will share the latest trends and case studies from iVillage on how to successfully engage and sell to boomer women online.

Finding Channels and Alternate Distribution

Looking for alternative marketing and distribution channels for reaching your boomer and senior customer? You’ve come to the right place. Whether you’re an established company looking to diversify your marketing spend or a cash-strapped startup seeking creative ways to generate sales, we’ve got some great ideas for you! Learn how businesses like yours are leveraging non-profit organization alliances, niche chambers of commerce, social networks, direct marketers, members-only loyalty clubs, and more to reach millions of boomer and senior constituents.

It’s a given: consumers will only buy from market distribution channels that they trust. Successful entrepreneurs must hone in on those trusted distribution models – both traditional and alternative – to meet their needs.

Finding Channels – New Orleans
Andy Cohen, CEO, Caring.com
Mary Furlong, CEO, Mary Furlong & Associates
Sherri Snelling, Sr. Director - CSR, Strategic Relationships, Evercare, part of UnitedHealthcare
Mark Willaman, Founder, SeniorCareMarketer.com

Touching Audiences, Seniors and Caregivers: Authors, Catalog Creators, and Franchises - Atlanta
Mary Alexander, Director, Business Relationships, Home Instead Senior Care
Mark Gordon, President, firstSTREET
Gail Sheehy, Author
Abigail Trafford, Author and Former Health Columnist, The Washington Post

Radio TV Days - Acapulco
Susan Ayers Walker, Managing Director, Smart Silvers Alliance
Gig Barton, Vice President of Advertising Sales, Retirement Living TV
Jake Sigal, Principal, Myine Electronics, LLC
Mike Starling, Director, Technology Resource Center, NPR

Creating Competitive Advantage through Partnerships - San Francisco
Steven Aldrich, CEO, Posit Science
Cathy Batteer, Vice President, Medicare, UPMC Health Plan
Jim Hanni, EVP, Kansas Region and Public Affairs, AAA
Jodi Olshevski, Gerontologist and Assistant Vice President, The Hartford

Finding Riches in Niches: Optimal Go to Market Strategies by Sector

In these eight lively panels, you’ll have an opportunity to interact with a mix of author and analyst experts, large company executives, and entrepreneurial CEOs who will explore the hottest opportunities for engaging boomer customers in each burgeoning niche market. You’ll discover the best go to market strategies for each niche, learn the best and worst times to go to market in each space. Panelists will share specific success case studies as well as lessons learned and mistakes to avoid.

Learn what vendor executives and thought leaders already know -- there are a wealth of opportunities in meeting the needs of boomers and seniors, including managing health, support for caregiving, access to transportation, and chronic disease monitoring. But entering and succeeding is not easy: our hand-picked industry leaders and experts will share their go-to-market wisdom and advice.

Health and Caregiving - Atlanta
Paul Brigner, Executive Director for Issues Management, Verizon
Andy Cohen, CEO, Caring.com
Gail Hunt, President & CEO, National Alliance for Caregiving
Vijay Nadkarni, President & CEO, Wellcore
Laurie Orlov, Founder, Aging in Place Technology Watch

Reaching Boomers and Senior in Media - Acapulco
Karen Klein, CEO, Silver Planet
Nancy Shonka Padberg, CEO, Navigate Boomer Media
Stephen Reily, CEO, Vibrant Nation
Stuart Rosenthal, President, North American Mature Publishers Association
Jerry Shereshewsky, CEO, Grandparents.com

Financing Your Life – San Francisco
Marty Bell, Director, Communications and Marketing, National Aging in Place Council
Stan Humphries, Chief Economist, Zillow.com
Mark Miller, Journalist & Consultant, 50+ Digital
Linda Hollinger-Smith, Vice President, Institute on Aging, Mather LifeWays

A Day in the Life of a Boomer – New Orleans
Lori Bitter, President, Continuum Crew
Steve Cook, Chief Marketing Officer, i.e healthcare
Brandon Daniell, Chief Innovator, i.e. healthcare
Randy Paynter, Founder & CEO, Care2.com

Web 3.0 Strategies: Tools You Can Use NOW to Boost Your Boomer Business

We’re ending the day on a high energy note with these invigorating 45 minute workshops designed to give you all the information you’ll need to boost your online boomer marketing program tomorrow!

Learn how to:

• Maximize the effectiveness of your e-newsletter and online marketing programs
• Get a handle on mobile marketing trends and how to reach your customers on smart phones and mobile devices
• Connect, engage, and build loyalty with your customers using FaceBook, twitter, YouTube, blogs, and other social media
• Incorporate iPhone apps into your overall marketing strategy
• Make Google tools work for you

Communication Tools: Using Community Tools to Connect with Your Customer Online - Acapulco
Moderator: Gail Kirby, Professor of Marketing, Santa Clara University
Jenna Woodul, Executive Vice President and Chief Community Officer, LiveWorld
Andrew Shaw, President and CEO, Soxial.com

Mobile Marketing Strategies to Reach and Serve the Boomer Consumer - Atlanta
Kevin Bertram, President & CEO, Distributive Networks
Jeff Hasen, Chief Marketing Officer, Hipcricket
Miles Orkin, National Director of E-Revenue and Mobile Innovation, American Cancer Society

Time for Tweets, Google and Out of Control Marketing – New Orleans
Moderator: Mary Furlong, CEO, Mary Furlong & Associates
Catherine Roe, Head of Consumer Packaged Goods - Central, Google
Michael Tchong, President, Ubercool Inc.

Case Study, Building an Aging Tech Business, One Woman’s Story – San Francisco
Laurie Orlov, Founder, Aging in Place Technology Watch