Agenda — 2018 CMO Summit

The Agenda

Printable Agenda

Tuesday, September 18

7:00am – 4:30pm Registration


7:30am – 8:30am Breakfast


8:30am – 9:00am Welcome Day 1, Chris Dolnack, SVP & CMO, NSSF


9:00-10:00 am  The Power of Positive Leadership – Jon Gordon

The business world is filled with obstacles to success. Whether it’s something minor like a talented employee habitually absent from work or something more critical such as a shortage of manufacturing materials or changes to the tax code, you as a leader face these issues and more every day. Indeed, nearly every person in a business leadership position will at some point feel that the world is conspiring against them and the vision they have for their company and employees can seem more like pipe dream than a real possibility.

That’s why the implementation of positive leadership is essential to your business’ success.

Many hear the term “positive leadership” and roll their eyes because they assume it’s about painting all things in glitter and sunshine, complete with rainbow-covered posters in the employee lounge declaring, “If you just believe you’re successful, then you will be successful!”  But such cheerleading isn’t what positive leadership is about. Join speaker and noted author Jon Gordon for a revealing look at the practices you can take, right now, that create a company culture that unites your staff in the face of adversity and collectively seeks success. This is the new leadership way. This is positive leadership.

Listen to Jon Gordon’s book on Audible.

10:00am – 10:15am Networking Break


10:00-11:15am  The Changing Face of Endemic Media

The way Americans consume media is changing by the day, and the way we approach marketing and advertising is evolving with it. The mobile revolution has come and stayed, and those who don’t adapt, will be left behind. Join us for a conversation with with some of our industry’s top media companies as they provide a look at the state of outdoor media and where we are headed. Moderated by Bill Dunn, NSSF Managing Director, Marketing Communications, panelists include Jeff Siegel, Media Lodge; Mike Carney, Outdoor Sportsman Group; Derek Evjenth, Carbon Media; Greg Gatto, Bonnier Corp.; Paula Iwanski, FMG Publications; Derrick Nawrocki, Grand View Outdoors.

11:15am-12:15pm  The Big Aha – Jack Uldrich

Everyone who aims to run a successful business would like to think they’re one step ahead of the curve, two steps ahead of a trend—and miles ahead of the competition. But the pace of change is today’s world of business is one that can quickly leave even the savviest entrepreneur in the dust. From consumer behaviors and preferences, emerging technologies, social media and even business models themselves, the landscape for success can resemble a game of “whack-a-mole,” and in such an environment, it is difficult to look ahead to the next quarter, let alone the next year.

As a marketing or public relations professional in the firearms industry, your top priority is to position their company for continued future success. Speaker Jack Uldrich will explain how to do just that—and give you an a-ha! moment while he does it—with his “AHA” of three unconventional ideas for future-proofing your business today. “AHA” is an acronym that stands for Awareness, Humility and Action. Boiled down to its simplest form, it means that for future success, you must strive to enhance your awareness of changes on the horizon, have enough humility to acknowledge that what served your business well in the past might not be sufficient tomorrow and be willing to take action in the face of less-than-perfect information.

12:15pm – 1:30pm Networking Lunch


1:30-2:15 pm  The Future of Retail is Digital

The death of retail has been greatly exaggerated but the landscape, with its ever changing challenges and new opportunities, is evolving quicker than ever.   Join our panel of industry experts on how to maximize online sales while leveraging partnerships with traditional sales channels and improving the customer experience.   Moderated by NSSF Managing Director, Member Services, Mike Vrooman, panelists include Steve Verska, Gunbroker; Rex McClanahan, Owner, Bud’s Gunshop; Chad Seaverns, Chief Operating Officer, GearFire; Scott Ohsman, CEO, The Cairn Company.

2:15-3:00 pm  Calculating the Value of Events & Sponsorships

Haluk Kulin, SVP, Strategy and Data, Freeman.

3:00pm – 3:15pm Networking Break


3:15 -3:45 pm  The +ONE Movement – Bill Dunn

An exciting new NSSF campaign will be announced at the CMO Summit. Stay tuned.

3:45-4:45 pm  A Conversation About Facebook and Its Challenges — Chuck Rossi

Social media can be a potent tool in promoting your business. But navigating the rules and regulations can be challenging. Facebook’s Chuck Rossi works with the company’s Policy and Operations teams, and will provide guidance for members looking to optimize their Facebook presence. A 30-year veteran of Silicon Valley as a software engineer and manager for IBM, Google and other corporations, Chuck is also a USPSA and 3-Gun shooter, and an NRA Certified Instructor, an NROI certified Range Officer, and he leads corporate team building shooting events. Through the United States Digital Service, he’s worked as a consultant at the FBI’s CJIS division, working on the Uniform Crime Report and NICS 2.0.

5:00-6:30 pm  Networking Reception


Wednesday, September 19

8:00am – 8:45am Breakfast


9:00-9:30 am  The Rise of Smartphones and Geofencing – Beth Gregg, CEO and Co-Founder, ShopperBridge, Inc.

Discerning intent or support for a product, topic, or issue can be difficult and nuanced, especially in highly regulated or controversial categories.  Beth Gregg will share how the rise of smartphones has created a new way to identify intent and support with geofencing.

9:30-10:15 am  CMO Panel

Moderated by NSSF SVP/CMO Chris Dolnack. Panelists Timothy Joseph, VP of Brand Marketing, Benelli USA; Rob Werkmeister, VP of Marketing, Sturm, Ruger& Co.; Matt Campbell, Vice President of Sales & Marketing, Winchester/ Browning Ammunition discuss top of mind issues for industry marketers—digital disruption, the pivot to video, digital discrimination, influencer marketing, revenue growth, consumer activation, customer experience, big data and much more.

10:15am – 10:30am Networking Break


10:30-11:30 am  Exponential Technology, Robotics and Artificial Intelligence–John McElligott

The world is amazing! Everyday there are more and more remarkable discoveries, inventions and technologies being developed. It can seem overwhelming trying to plan for every possible scenario; trying to decipher the impact each new innovation will have on our businesses, communities and our joint future. Industries that have seemed steady and unchanged are being rocked to their core. But for those of us willing to look deeper we will not only begin to understand the “why’s” but will see the unique and once in a lifetime opportunities hiding in emerging technologies and philosophies. John McElligott, CEO of York Exponential and President of The Fortress Initiative, champions emerging topics in technology with a focus on Robotics, AI and other Exponential Technology.

Optional Add-on Research Track

12:00-1:00pm  Working Lunch

Jim Curcuruto will present an overview of current NSSF research and Dr. Mike Hepner presenting on utilizing Qual data.

1:00-2:00pm  Multi-Generational Research: Purchases, Perceptions and Participation for the Firearms Industry

Is our industry in peril as the definition of freedom, justice and liberty for all get revised and reinterpreted by younger citizens?  Join Dan Coates, President of Ypulse, who will unveil the results of a comprehensive research study sponsored by NSSF on how Boomers, X’ers, Millennials, and Gen Z differ in their perspectives on firearms, target shooting, hunting and 2nd amendment rights.  These actionable insights will help you and your organization effectively communicate the benefits of hunting, target shooting and gun ownership to consumers young and old.

2:00pm – 2:15pm Networking Break


2:15-3:00pm  Customer Engagement / How to Develop and Utilize AI / Chatbots

Leveraging your data to identify competitive engagement advantage. Mike Robinson, Lead Innovation Strategist for IBM Watson Customer Engagement, will help you understand practical application for AI and how to build a roadmap to your future marketing and customer engagement programs.

3:00-4:00pm  Investigating Consumer Behavior: What Sherlock Holmes Can Teach Us About Research

To win in today’s competitive marketplace, you must create breakthrough products, brands, and retail experiences that get consumers to choose you above the competition. This begs the question; how do you create a breakthrough product, brand, or experience? Consumer psychologist Dr. Ari Zelmanow explains that it starts by understanding your consumer and their needs in context, which can only be done through research. There are two primary research pathways; you have a product and are looking to align it with a segment, or you are trying to figure out what product to develop next. Using investigative techniques from the famed consulting detective Sherlock Holmes, along with some modern consumer research methods, researching these pathways becomes almost “elementary.”

Thanks to Our 2018 Sponsors




American Towns Media
Brothers & Company

Venetian | Palazzo

Public Affairs Co.
Southwick Associates