Quick Conference TipCTip

CTip

Feb. 21, 2006

By Abny Santicola

Conference sessions can provide attendees a wealth of information and

motivation to take back to the office and apply to their organizations. But so can the ensuing Q-&-A period after each session.

The Q-&-A period during one of the first sessions of the conference -- "How to Beat a Long-Standing Control" -- yielded some helpful tips. Most notably, one attendee asked for advice on her organization's dilemma of what to do about its aging celebrity endorser, who is featured prominently in the organization's direct mail. The organization knew that it would eventually need to transition away from this endorser, and the attendee wondered what the best way to do that would be.