ICBA 2019 Conference

Read ICBA 2019 Marketing Track speaker bios and session descriptions below. Page will be updated as speakers and session times are confirmed.

Wednesday, February 13
8:30 AM9:20 AM

Are Your Promotions Causing Commotions? Blow Away Your Competition Without Blowing Your Budget!
Rich Kizer & Georganne Bender

Have you longed to host traffic-building events and promotions that draw customers to your store? Would you like to have at least one no-cost, low-cost event penciled in for each month on your promotional planning calendar?

This is the sales-building seminar you’ve been waiting for!

Get ready for some crowd control! Shoppertainment – the fine art of running in-store events and promotions – is the perfect way to differentiate your store from your competition, build a buzz about town, and thrill your customers all at the same time!

You’ll learn: Retailer-tested, no-cost, low-cost events and promotions that build sales, and increase traffic and profits, plus all the how-to instructions, templates and more you’ll need to thrill your customers and drive your competition crazy. You’ll also learn how to set key areas of your sales floor, why signing is critical to your store’s success, how to market your events via email and what to share on social media.

This presentation is loaded with “Non-stop traffic-building, profit-producing, attention-grabbing, sales-generating, competition-miffing, customer-winning retail promotions you just can’t afford to miss!”

And that’s not all!

Each attendee will receive complimentary copies of KIZER & BENDER’s ebooks on Visual Merchandising and Store Design, Digital Marketing: Essential Strategies for a Noisy World, Inside Secrets to Online Marketing, How to Think Like a Brand but Act Like a Retailer, and Jingle Bells… Christmas Sells: Events, Promotions and Tips for the Holiday Selling Season, each a $19.95 value.

About Rich & Georganne

Rich Kizer and Georganne Bender are consumer anthropologists, keynote speakers, authors, consultants who have helped thousands of businesses in retail, restaurant, hospitality, travel, death care, and service industries since 1990.

KIZER & BENDER are contributors to MSNBC’s television program Your Business. They made Meetings & Conventions Magazine’s list of Meeting Planners Favorite Keynote Speakers, have been named two of Retailing’s Most Influential People, and have been listed among the Top 40 Omnichannel Retail Influencers and the Top 50 Retail Influencers since 2014. Their award-winning Retail Adventures blog was named the Top Retail Blog by PR Newswire Media, and is consistently listed among important retail and small business blogs. KIZER & BENDER are partners and emcees for the popular Independent Retailer Conference held at each ASD Market Week. They recently served as official correspondents for the National Retail Federation’s Shop.org Digital Retail Conference.

Rich and Georganne are experts on generational diversity, consumer trends, marketing and promotion, and everything retail. Any speaker can talk about consumers, but KIZER & BENDER actually become them. In addition to yearly focus groups, one-on-one interviews, and intensive on-site studies, their research includes posing as every kind of customer you can imagine; and maybe even a few that you can’t. The result of their research is literally straight from the customers’ mouth: solid ground level intelligence you can use to better serve your own customers.

Wednesday, February 13
1-1:50 PM & 2-2:50 PM

The Optimized Bookstore Website: Content and Conversions on Campus (Special Two-Part Session!)
Andy Crestodina, Orbit Media

Competition is fierce and driving traffic is hard work. And it’s wasted work if the site doesn’t convert your visitors into followers, subscribers, and customers.

We’re going to breakdown the main factors in terms you haven’t heard before. After planning 1000+ websites over the last 16 years, Andy is going to show the process for creating content and compelling your visitors to act.

  • Why most websites fail today, according to 12 years of research
  • How and where to use the two kinds of evidence
  • What kinds of writing support what kinds of outcomes
  • What’s the one aspect of a call-to-action that makes the biggest difference
  • How to maximize the percentage of subscribers who subscribe for updates and specials

You’ll leave with new insights and new ideas for ways to connect with your audience through digital. The changes you make to your content and website after this session will have a long lasting impact.

About Andy

Andy Crestodina is a co-founder and Chief Marketing Officer of Orbit Media, an award-winning 38-person web design company in Chicago.

Over the past 18 years, Andy has given digital marketing advice to 1000+ businesses. He speaks at big marketing conferences, writes for big marketing blogs and he hosts a little marketing podcast, Content Matters.

He’s written hundreds of articles on content marketing, search engine optimization, social media and Analytics.

  • Top 10 Online Marketing Experts to Watch, Forbes
  • Top 50 Marketing Influencer, Entrepreneur Magazine
  • Top 10 Social Media Influencers to Watch, Social Media Explorer
  • Top 50 Content Marketing Influencers to Follow, Outbrain

He is also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.

Speaker Reel | Twitter: @crestodina |  LinkedIn

Thursday, February 14
8:30 AM-9:20 AM

The Marketing Team of One: How to Effectively Optimize Your Bookstore’s Online Presence & Content Marketing with a Small Staff
Nicki Ong, red vine web studio

Does the thought of creating online content – through social media posts, your email newsletter, etc. – overwhelm you? Does “SEO” sound defeating, before you’ve even tackled it? Are there simply not enough hours in the day to to review your online marketing measurements…so you don’t even bother?

Online marketing success is possible for your college bookstore…even with a small staff. As a marketing team of one (or just a few), you can still build a robust Search Engine Optimization plan and content marketing strategy that will help you engage with students and other customers.

Walk away from this presentation with actionable takeaways and improved marketing time management skills by better understanding your online priorities, spending time on the right types of content, learning how to identify the best marketing channels for your audience, properly optimizing your content for the search engines, and measuring your efforts in order to make the right decisions for future success. You’ll feel organized, prioritized, and ready to put a real marketing plan in place when you return back to your store.

About Nicki

For over 10 years, Nicki Ong has been working with clients – from small businesses to Fortune 500 companies – to improve their online presences. She believes in a holistic approach to online marketing: starting with the right web design and platform, then incorporating the right marketing approach to target clients’ ideal customers.

From Search Engine Optimization to website copywriting and blogging to marketing consulting for her clients, Nicki is passionate about the power of the web for business. President of red vine web studio, Nicki runs her web design/development and marketing business locally in St. Augustine. Learn more at http://redvinestudio.com/.

Born and bred in Maryland, raised in Maine, and now a transplant to Florida, Nicki is an East Coast woman, through and through. In addition to being an entrepreneur, Nicki is a wife, dog mama, soon-to-be first time human mama, and published author. She also enjoys staying healthy and active, bullet journaling, and deems herself an eternal optimist. Follow her at http://nickiong.com/.

Thursday, February 14
1-1:50 PM

What’s Up (and Coming) with Social Media
Crystal Vilkaitis, Social Edge

Social media has come a long way since the early 2000s, when Facebook and MySpace were in their infancy. Now, social sites are the Internet’s top destinations, where users share their every moment, crowd source information, opine on politics, connect with their favorite public figures and brands, and even shop. These sites are rife with marketing potential, but they evolve so frequently that it’s tough to stay in the know. In this presentation, Crystal Vilkaitis, one of the nation’s premier social media experts for retailers, will reveal social media’s latest features and how to use them to enhance your branding, reach more potential customers, and increase sales.

You’ll learn:

  • How to create targeted Facebook ads with a high ROI
  • How to boost visibility with video tools like FacebookLive and IGTV
  • Why Messenger bots will be a game changer in customer communication

About Crystal

Crystal Vilkaitis is the premiere expert on social media in the retail industry. With over a decade of experience and having worked exclusively with thousands of retailers, Crystal knows the unique business issues that retailers experience. Her vast collection of case studies and proven tactics help them successfully promote their business using social media. She even created the #1 training solution for retailers needing to take the social media world by storm, Social Edge ™.

A vibrant public speaker, Crystal has spoken all over the country and has even taken her social media tips abroad, speaking in Canada, Mexico, New Zealand, and Australia. Through her trainings, retailers have achieved results like: the highest sales day in their 13-year history, the biggest event in their 12-year history, 75+% increase in profit from the previous year, selling out of products in 1-2 days from social media and much more. Learn more about Crystal at www.socialedge.co (dot co, not dot com).