Sara Meaney, Hanson Dodge Creative president of strategy and growth, will be among the speakers at the premier education conference for outdoor industry executives, OIA Rendezvous 2012, to be held Oct. 3-5 at the Hyatt Regency in Boston.
Meaney’s presentation, “Beyond the Shopping Cart: The E-commerce Success Equation,” will take place at 9:15 a.m. on Thursday, Oct. 4 and address how online success in today’s world increasingly hinges on what happens after check out.
“The shopping cart was long ago the focus of marketing and commerce, however, by looking past the point of transaction to a phase of ongoing connection and feedback, far more value can be gained from the lifetime value of any customer,” said Meaney. “The role of the brand in that relationship cannot be overstated.”
With third-party e-commerce sites driving down prices and compressing retail margins, many companies are debating how to invest online in a way that builds long-term value for their brands.
“Post-transaction relationship management has never been more important, especially within the outdoor industry,” said Meaney. “The customer’s level of reliance upon peers and other experts for referrals, product reviews and resource recommendations is very high, and the establishment and maintenance of trust between your brand and your customer is paramount.”
Meaney adds, “That relationship doesn’t end with a purchase. Rather, it requires a new level of urgency and personal connection.
Meaney has more than 15 years of marketing and communications experience advising global brands with an expertise in integrated marketing communications and technology. At Hanson Dodge Creative (HDC), she oversees the agency’s strategy and business development efforts, with ultimate responsibility for agency growth and client services. In her previous role with HDC, Meaney was responsible for the organizational development, maturity and growth of the social media and public relations practice and its programs, helping clients to make their mark in an increasingly technology-driven world.
OIA Rendezvous is an annual event sponsored by OIA. With a theme of Business Evolution, this year’s conference will explore the rapid pace of change in today’s business world and how companies can better poise themselves to adapt and succeed.
Based in Boulder, Colo., with offices in Washington, D.C., OIA is the leading trade association for the outdoor industry and the title sponsor of Outdoor Retailer. OIA supports the growth and success of more than 4,000 manufacturers, distributors, suppliers, sales representatives and retailers of outdoor recreation apparel, footwear, equipment and services.
Hanson Dodge Creative is America’s leading active lifestyle agency. The full-service firm specializes in helping global brands attain market leadership through the strategic integration of world-class branding, relationship marketing, social media, e-commerce and advanced interactive technology. Clients include Wilson Sporting Goods, Trek, Wolverine, Briggs & Riley Travelware, Thule and Kmart. Established in 1984, Hanson Dodge Creative is located in Milwaukee's Historic Third Ward. For more information, call 414.347.1266.