Arkansas Business

Ken Haycock, Owner, Kendal Group

Most people start a small business because they have a product or service to sell. The popular belief that a product/service will sell itself is not true. The small-business owner then is forced to start marketing -- in addition to building the business -- with very little experience. These are the traps small-business owners can fall into if they try to have one person do both sales and marketing.

10:30-11:15 a.m.

Merging Old-school Strategies, Using New-school Tactics

Paul Strack, President, Custom Printing XM

Newspapers are folding (pun intended), print advertising is in sharp decline, pundits are announcing the Death of Print. But is print dead? Should this "dinosaur" be eliminated from your marketing strategy? What about social media? This session will explore how a truly targeted and integrated cross-media strategy can not only increase the effectiveness of your campaigns but increase the effectiveness of your social-media applications as well.

1:30-2:15 p.m.

Using Targeted Marketing to Dramatically Increase Your ROI

Ronald Sarne, Business Developing Consultant, Kodak

Using the latest in one-to-one marketing techniques, Sarne will discuss how you can increase sales by communicating with your clients based on their individual requirements. Additionally, he will share ways you can increase direct-marketing response rates while lowering your mailing costs.

2:30-3:15 p.m.

Using Social Media for Business, Non-profit & Search-engine Marketing

Panel Discussion: Ed Nicholson, Tyson Foods Inc.; Natalie Ghidotti, Ghidotti Communications; Megan Knight, FLEX360; Lance Turner, Arkansas Business, moderator

An overview of how businesses and non-profits can use social media -- including Twitter and Facebook -- in aid of e-commerce, marketing and charitable campaigns. Learn what tools are available and how to staff social-media efforts, set expectations and measure success.