New Brand Delivers a New Event

By Sieglinde Friedman

Barbara Tulipane

During ERA's Annual Convention this past October, Barbara Tulipane, ERA's president and CEO, unveiled the association's new logo, along with details surrounding ERA's new brand strategy. One of the major changes will take place in March 2008 with The eRetailer Summit, formerly the ERA Mid-Winter Conference. Following is a conversation with Tulipane, who discussed the new conference.

ERA: Please talk about ERA's next conference, beginning on March 2, 2008, at the Intercontinental Hotel in Miami.

Barbara Tulipane: As you know, the new ERA logo was unveiled at the Annual Conference in Las Vegas. In keeping with the strategic objectives identified by the Board, we felt it was essential to increase the Association's focus on electronic retailers. Hence, for the March meeting, we felt that a natural corollary would be to not only re-name what was formerly the Mid-Winter Conference, but also to focus its content on the specific needs of electronic retailers or e-retailers. In addition, with the myriad conferences available to our members, it is important that we differentiate ERA's meetings: the ERA Annual Convention celebrates the industry as a whole, while The eRetailer Summit, the new name for this conference, is the forum where direct response experts converge to exchange knowledge in profitability and innovation, thereby ensuring our e-retailers have the tools and information to succeed at the highest competitive levels.

ERA: What factors, beyond differentiation, led you to this change?

Tulipane: I am very conscious of the cost of attendance and necessarily, the time away from the office that results from conference participation. Therefore, I feel it is crucial that we demonstrate a real return on investment. First off, we have limited the number of exhibitors from 50 to 25 to encourage those exhibitors that offer targeted and strategic solutions for retailers. Another direct effect of this change is to create a robust retailer-strong environment to increase networking opportunities and platforms for them. In this context, the content for the Summit will be less channel-driven and offer a more holistic approach. Among the topics that will be presented, again to help improve retailer revenues, all focus on progressive customer interactions, approaches and retention.

ERA: What have you learned about retailers' needs over the years?

Tulipane: One thing we know about our retailers is that they prefer intimate, content-rich meetings that offer not only opportunities to increase business through networking, but also a thought-leadership forum in which they can explore new ideas, learn from one another, and ultimately dig deeper into relevant substance. Finally, I recognize that the smaller retailer needs creative solutions that applicable to retailers of all sizes.

ERA: How are you positioning ERA to be the "go-to" association for direct-to-consumer retailers?

Tulipane: At end of day, ERA and its members own the direct-to-consumer space--our members are the experts. I see so many conferences popping up wherein traditional advertisers are embracing direct response and I believe The eRetailer Summit supports the clear niche we own. As Ted Turner once said, "We were cable before cable was cool." I say, ERA was direct response long before everyone recognized its value.

ERA: Why Miami in March?

Tulipane: Why not--it's sunny, warm, and our members find it a popular destination. As you may know, this conference will take place in Brickle--an new area of development in Miami that is south of downtown and becoming a truly unique and happening spot. Of course, being direct-to-consumer retailers, we are always ahead of the curve and South Beach is now considered passé. I encourage all retailers to be among the pacesetters of ERA.

Sieglinde Friedman is ERA's vice president, board & strategy. She can be reached at (703) 908-1021, or via e-mail at sfriedman@retailing.org.