PSRO 2009 Education
PSRO 2009 features three days of learning in sessions exploring marketing, business plans, how to differentiate your store to become a 'destination business', and so much more.  

Convention Program (PDF)

TuesdayWednesdayThursday

All sessions take place at the Renaissance Las Vegas Hotel, unless otherwise noted.

This symbol (#) represents networking opportunities.

Tuesday, March 3

9:00 a.m. - 10:15 a.m. 
PMA Official Business Session Keynote
Dealing With Darwin: Breaking the Back of the Innovator’s Dilemma g
Why is innovation such a challenge in established enterprises? Dr. Geoffrey Moore shows it is not because they cannot innovate. Instead, the trouble starts with a tendency to innovate in too many different dimensions at the same time and then comes to a head when they try to deploy their next-generation offerings, leveraging resources shared with their established franchises. Knowing these to be the real challenges, Moore then shows audiences how they can intervene to unblock the flow of innovation in their enterprises. The PMA 2009 Hall of Fame Award and PMA Distinguished Service Awards will be announced at this session. Simultaneous translations: Deutsch, Español, Français, and Português. Located at the Las Vegas Convention Center, South Hall.
Speaker:
Geoffrey Moore, Ph.D., TCG Advisors LLC
Moore
Geoffrey Moore, Ph.D.,
TCG Advisors LLC

10:15 a.m. - 6:00 p.m.
Trade Exhibits Open
Located at the Las Vegas Convention Center, South Hall.

10:30 a.m. - 12:30 p.m.
SCT PMA 09 Guided Trade Show Tour: New Revenue Sources for Scrapbook Retailers
Tour the world of imaging, in two levels of the Las Vegas Convention Center, and discover potential new revenue sources for scrapbook retailers. Explore the latest in photo books, digital scrapbooking, archival paper, cameras, printers, scanners, and more! Located at the Las Vegas Convention Center, South Hall.

2:00 p.m. - 4:00 p.m.
F21 Toot Your Own Horn! Part I
All businesses must have a total package to compete! Learn to put together a 15-second “elevator” speech, write a dynamic press release, and more! Basics of networking and time management will be reviewed, and ideas for additional revenue avenues discussed. Participants may choose to explore further by taking Part II – a hands-on workshop.
Speaker:
Genia Ward, Alexandria Art & Frame

Session Breakouts – choose one per time period.

4:15 p.m. - 6:15 p.m.
SC11 Bodacious Business Plans for Scrapbook Retailers: Your Road Map to Success
Of special interest to AIE
If your business plan isn’t dog-eared and falling apart at the seams, it may need to be revamped. And if you never had one in the first place, you need to create one right now. Learn the elements of “the perfect business plan” and how not having one will stand in the way of your success.
Speaker:
Tamara Lipori, Author, “A PSRO Guide to Scrapbook Retailing”

F31 Toot Your Own Horn! Part II
Learn the dynamics of writing a press release and then write one! Learn how to develop a media list and how to “court” the press. There will be multiple handouts, roundtable discussions, and questions. While Part I hits the highlights on many subjects, this class will go into far greater detail and is very hands-on. Participants must have taken Part I.
Speaker: Genia Ward, Alexandria Art & Frame

F32 Personality and Celebrity – Are You One?
The path to unassailable marketing advantage is being the star of a continuing story customers are endlessly intrigued by so they patronize your business and ignore competitors. Learn seven elements to an extraordinarily successful personality-driven business; one thing your customers want – how to give it to them and have them eating out of your hand; how to guarantee customers will eagerly open and read your mail or email every single time; the worst mistake you can make with positioning; and four steps to writing brilliantly.
Speaker:
Karla Elder, CPF, GCF, Jackson's Extraordinary Custom Framing

6:00 p.m. - 7:00 p.m.
PMA Get Acquainted Reception
Take this opportunity to connect faces with names and network with peers who are just as excited as you about the opening day of PMA 09. Admission and two complimentary beverage tickets are included with an All Conference Connection Pass. Located at the Las Vegas Convention Center, South Hall.

6:00 p.m. - 8:30 p.m.

Night Schools – choose one per time period. Additional fee required.

N1 Ways to Differentiate and Become a Destination Business
This program will explore the ways to differentiate a business and make your store special and talked about by your customers. It will also help businesses define what their next level is and create a path to that level by offering various differentiating strategies and techniques. Learn the eight major categories to differentiate your business: product, presentation, promotion and advertising, people, education, community involvement, pricing, and procedures. Located at the Las Vegas Convention Center, South Hall.
Speaker:
Rick Segel, Rick Segel & Associates, LLC
Tickets are $49 member/$99 non-member ($39 member/$89 non-member with the purchase of an All Conference Connection Pass).

Listen >>

N3 How to Build a Great Website
This fun presentation uses lay terminology and combines mainstream examples, like Amazon.com, with photo-industry websites to show you what makes a good or bad website. We’ll provide a series of practical and manageable steps to help anyone take control and realize an outstanding website. You’ll take away:
• Basics of good web design
• Examples of great web design
• A practical plan for having a great website
Speaker:
Dirk Knemeyer, Involution Studios
Tickets are $49 member/$99 non-member ($39 member/$89 non-member with the purchase of an All Conference Connection Pass). Located at the Las Vegas Convention Center, South Hall.

Listen >>

7:00 p.m. - 9:00 p.m.
E10 Evening With an Artist – Featuring Jodi Cobb
Sponsored by Nikon
Jodi Cobb has received national and international acclaim for her work – from her stories for National Geographic magazine, including “21st-Century Slaves,” “The Enigma of Beauty,” and “This Thing Called Love,” to her coverage of China when it first reopened to the West. She was the first photographer to document the hidden lives of the women of Saudi Arabia, and she was the first woman to be named the White House Photographer of the Year.

A world traveler (she had been around the world twice with her family by the time she was 12) and a storyteller for more than 20 years, she has photographed in more than 50 countries. Paperback copies of her book “Geisha: The Life, the Voices, the Art” will be available for purchase after her talk. Hardbound copies, which are currently out of print, will also be available. Located at the Las Vegas Convention Center, South Hall.
Session Chair:
Daniel Overturf, Southern Illinois University, Carbondale, Ill.

Wednesday, March 4

9:00 a.m. - 10:15 a.m.
PMA Official Business Session Keynote
Thinking Through Disruptive Technologies
Michael Raynor is one of the world’s leading experts on disruption. In this presentation, he will explain the core principles of disruptive technologies and show how these ideas can help you think through the strategic implications of shifting information technology (IT) paradigms. The answer is to examine your firm’s strategy: ask yourself how you differentiate yourself from competitors, whom you are disrupting – or being disrupted by – and how you hope to compete in the future, and then you’ll be able to develop a truly strategic perspective on whatever else comes down the pike next. Simultaneous translations: Deutsch, Español, Français, and Português. Located at the Las Vegas Convention Center, South Hall.
Speaker:
Michael Raynor, Deloitte Consulting LLP, Author, “The Innovator's Solution” and “The Strategy Paradox”

Michael Raynor,
Deloitte Consulting LLP

10:15 a.m. - 6:00 p.m.
Trade Exhibits Open
Located at the Las Vegas Convention Center, South Hall.

10:30 a.m. - 12:25 p.m.
SC12 How to Attract Dozens of New Customers
Of special interest to AIE
How can one simple idea bring in dozens – potentially hundreds – of new customers? Get the facts and the plan to create this profitable program right in your own community! And the best news is, you can repeat this program several times a year and expand it to similar groups.
Speaker:
Tamara Lipori, Author, “A PSRO Guide to Scrapbook Retailing”

12:30 p.m. - 1:50 p.m.
FL2 Renaissance Luncheon: Marketing Your Business for Success!
Fresh ideas take you to the next level and get you noticed! Understand what makes your business unique from competitors, especially for your specific target markets. Learn to effectively communicate brand messages, from how your phone is answered to letterhead, direct mail, and websites. Find out which of the ever-changing advertising methods are the most effective!
Speaker:
Melanie Hoffman, Brandnu Marketing

2:00 p.m. - 4:00 p.m.
F51 More Marketing Your Business for Success: Q&A Session
A follow-up to the keynote address with discussion, questions, and answers. Find even more ideas to take you to the next level and get your business noticed! In this interactive session, participants are invited to bring questions as well as examples of their own logos, letterhead, signage, website pages, and more for expert feedback and advice.
Speaker:
Melanie Hoffman, Brandnu Marketing

4:15 p.m. - 6:15 p.m.
F62 Client Acquisition and Retention Strategies
Learn the secrets, tips, strategies, and methods to “get your name out there”: how to write an effective ad, why you’re doomed without a Unique Selling Proposition (USP), and how to get clients to your store! Learn how to turn the expense of running ads into a profit center you can track, measure, and predict revenue from; how to avoid exposure but gain revenue; how to plan a year of successful, profitable, affordable, and easily tracked marketing campaigns in less than 30 minutes; and more!
Speaker:
Karla Elder, CPF, Jackson's Extraordinary Custom Framing

6:00 p.m. - 7:00 p.m.
PMA President’s Reception
Relax with peers and share insights about your discoveries from PMA 09! Admission and two complimentary beverage tickets are included with full trade show registration or an All Conference Connection Pass.
Located at the Las Vegas Convention Center, South Hall.

7:00 p.m. - 8:00 p.m.
PMA Big Night Reception
Located at the Las Vegas Convention Center, South Hall.

8:00 p.m. - 9:30 p.m.
PMA Big Night – Featuring The Beach Boys!
The Beach Boys continue to create and perform with the same bold imagination and style that marked their explosive debut more than 40 years ago. America’s favorite band continues to play more than 100 shows annually, setting attendance records and selling out fairs, festivals, performing arts centers, and casinos along the way. In 2006, the band released Sounds of Summer: The Very Best of The Beach Boys, which certified double platinum, marking their biggest resurgence since 1976!

Let the Beach Boys take you back to younger days with the sounds of “Surfin’ USA,” “Kokomo,” “Fun Fun Fun,” “Wouldn’t It Be Nice,” “Good Vibrations,” “California Girls,” “Little Deuce Coupe,” “I Get Around,” and other hits you’ll easily recognize and eagerly sing along with! Enjoy the legendary vocal harmonies of The Beach Boys, which will continue to evoke fond memories of summertime youth, fast cars, and young love for decades to come!

Tickets are $49 member/$79 non-member (discounted price of $39 member/$69 non-member with the purchase of the All Conference Connection Pass) and include two complimentary beverage tickets for the Big Night Reception and The Beach Boys performance.

Thursday, March 5

8:00 a.m. - 9:15 a.m.
PMA Official Business Session Breakfast Keynote
The Future of Online Communities and Commerce

Craig Newmark is the “Craig” of Craigslist and the founder of the non-commercial centralized network for worldwide urban and regional communities featuring classified advertisements with discussion boards. Craig speaks on the future of online community and commerce as one of its most successful innovators and practitioners. Called “the wizard of the local” by Time magazine, Craig was named to its 2005 Time 100. He was named Person of the Year at the 9th Annual Webby Awards, also in 2005.

Started in 1995 in Craig’s bedroom as a simple email exchange service, Craigslist now has around 10 billion page views per month, about 35 million unique visitors, and serves more than 550 cities in 55 countries. Craigslist was incorporated in 1999. As huge as Craigslist has become, it remains a model of modesty and community service. The Craigslist motto is “Give people a break” – a break from how difficult our lives are.


Craig Newmark, Craigslist

Craig Newmark is chairman of Craigslist and works full time as a customer service rep, fighting off spammers, scammers, bad New York apartment listers, and other evildoers. He has 25 years of experience as a web-oriented software engineer and worked for IBM for 18 years as well as for Charles Schwab & Co. He holds a master’s degree in computer science. Simultaneous translations: Deutsch, Español, Français, and Português. Located at the Las Vegas Convention Center, South Hall.
Speaker:
Craig Newmark, Craigslist

9:15 a.m. - 4:00 p.m.
Trade Exhibits Open
Located at the Las Vegas Convention Center, South Hall.

9:30 a.m. - 11:30 a.m.
SC13 Tradition + Technology = Terrific!

This ain’t your mama’s scrapbook store! The scrapbook industry is undergoing radical changes – and the potential for new growth and success is tremendous! Learn how to power up your store in today’s tech world and reach new customers with photo books, digital scrapbooking, and services like slide/photo scanning and photo restoration – while continuing to offer traditional scrapbook methods and a mix of both in hybrid scrapbooking. More services = more customers = more profits!
Speaker: Kim Guymon, ScrapBiz

Listen>>

11:30 a.m. - 1:00 p.m.
SCL PSRO Renaissance Luncheon
Please join us for fun and networking with scrapbook retailers and suppliers – and leave with more dynamic ideas for your business!

12:00 noon
$1,000 Cash Drawing

1:00 p.m.
$1,000 Cash Drawing

2:00 p.m.
$1,000 Cash Drawing

3:00 p.m.
$1,000 Cash Drawing

4:00 p.m.
Parting Shot Reception
The closing reception for 2009, this is your opportunity to connect with your colleagues and exchange notes and insights on the newest products, emerging trends, and events. And be sure to stick around, the $10,000 Grand Prize cash drawing takes place at 4:15 p.m. sharp! Admission and two complimentary beverage tickets are included with full trade show registration or an All Conference Connection Pass. Located at the Las Vegas Convention Center, South Hall.

4:15 p.m.
$10,000 Grand Prize Drawing – Someone could win big! Stick around and it might just be YOU!
The drawing and announcement of the winning ticket holder is held at the Parting Shot Reception. All trade attendees with an All Conference Connection Pass or full trade show registration are eligible to win. Check your badge packet for the big win opportunity! Deposit ticket in the prize box located at the PMA Store. You must be present to win. No stand-ins allowed. PMA® officers, trustees, board members, member association board members, press, single-day trade attendees, exhibitors, staff, their families, and employees are NOT eligible for the Grand Prize Drawing. All decisions at the drawing are final. Located at the Las Vegas Convention Center, South Hall.

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