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At The DMA Creative Weekend, you'll get your weekend's worth of dynamic sessions, provocative case studies, and brainstorming with the brightest minds in the creative marketing business. Highlights include:
- Fast-paced sessions providing tactics and techniques for keeping the creative flow fresh -- no matter what the product, medium or message
- The unique opportunity to show off your talent in The Great Creative Shoot-Out
- Countless ways to increase your response rates and make your offers irresistible
- On-the-spot tips for creative problem solving
Saturday, October 23
2:30 - 3:45 p.m.
How to Be Insanely Creative - Guaranteed
What's the difference between John Caples, Leo Burnett, Ernest Hemingway, Vincent van Gogh and you? And what is a probable common bond between all creative folks? Find out:
* How creative folks are different - from each other and from "most folks"
* What makes the Creative Difference valuable - and feared
* Seven helpful tactics and techniques to help motivate your muse and make the most of your creativity when you need it most
Speaker: Tom Przybylski, Principal, DR Prose
Make the Bean Counters Beg to Give You More Money
Tired of the endless battle fighting with your CFO and account managers? Learn a new model, an ROI-driven creative formula, that proves that the more they give, the more they'll get.
* Learn how to avoid the days when the budget gets cut and everyone knows it's a bad decision
* Hear theory, backed by two powerful case studies: the 3M videoconferencing integrated new product launch and the launch of TANGO, the hottest new Web development software product
* Walk away with a toolbox of new marketing and creative ideas, all tied to a big fat financial model from which to leverage and beat your competition - now
Speaker: Richard Rosen, President & CEO, Rosen/Brown Direct
Going Online: The Questions to Ask
We've all realized that the Web is here to stay, so what do you need to know in order to take advantage of it? Get a grasp on the tests, techniques, and technology that your agency or in-house needs to consider to survive direct marketing online.
* Make sure that you know the basics of Web testing - for example, to keep testing until it works!
* Find out which reports mean what, and which calls to action pull best online
* Be sure you know the right questions about placement, surrounding content, and rotation to gain the most effective exposure
Speaker: Andrew Shakman, President, Cybersight
4:00 - 5:15 p.m.
The Return of the Great Creative Shoot-Out - Part 1
Forget tight schedules - this one's ridiculous! You'll have just under 24 hours to come up with great creative concepts. And we won't pay you a cent!
* Pick up an assignment, and sweat creativity until 2:45 p.m. Sunday, when you'll present your pitch to the judges
* The Shootout is a great chance to impress our judges - each a highly accomplished creative director
* As if that isn't enough, we've got tacky prizes from a quick trip to the local toy store
Speaker: Robert Davis, Senior Vice President, Director of Brand Solutions, Ingalls
Compelling Creative: Maximizing Different Media
Some calls to action have to be more compelling than others. Learn new techniques from this direct-to-consumer healthcare campaign that relies heavily on creative strategy and execution.
* Explore the relationship between different media throughout one campaign
* Look at new ways of launching a campaign aimed at a procedure, rather than a more traditional product
* Hear the results from a campaign that included no general advertisement in its quest to initiate consumer follow-up
Speakers: Richard Eber, Executive Creative Director, McCann Relationship Marketing
Bob Walker, Marketing Director, Ethicon Endo Surgery
Beat the Control While You Wait!
This quick creative workshop, offering on-the-spot tips and critiques, is not for the faint of heart. As long as you remember to bring your brain, you'll have the opportunity to:
* Test your ideas, instantly
* Participate in a rapid-fire creative shootout
* Take an exhilarating romp through the creative jungles
Speaker: Herschell Gordon Lewis, Chairman, Communicomp & President, Lewis Enterprises
Sunday, October 24
8:45 - 9:45 a.m.
Web Design: What Works, and What Doesn't
Discover the secrets of the effective click-through, and begin generating orders and inquiries NOW. Content is king on the Web, and this session will show you why. Join us to explore:
* The three critical elements you should have on your home page
* Five design mistakes you should avoid like the plague
* Seven secrets of stickiness and how you can learn to make them stay
Speaker: Amy Africa, President, Creative Results
European Creativity: Daring to Give Better Results
Ever wonder how European creativity fares with its wild humor? Case studies show how direct marketing creative can take responsibility for the total sales strategy.
* Learn to strengthen your brand through pure direct marketing creativity
* Realize that using humor isn't always dangerous
* Follow effective communication strategies from print to new media
Speakers: Torkel Lien, Creative Director, Leo Burnett Direkte
Michelle Morris, Managing Director, OgilvyOne Ireland
Design Counts: The Difference the Right Design Makes
Don't miss this opportunity to zero in on the big difference that the right design makes in response. See examples of creative work that works!
* Find out what works for audiences today - retro looks, magalogs and bookalogs, package design, and tips for technical audiences
* Discover when to whisper, when to shout
* Analyze successful brand-building, direct-response design
Speakers: Sandra Blum, President, Blum & Co.
Ron Marshak, Ron Marshak Creative Services
10:00 - 11:15 a.m.
Pushing the Envelope - Third-Class Solutions/First-Class Thinking
This lively, interactive session will give you dozens of ideas you can use to make your next direct mail program more successful.
* Learn the simple reason that most direct mail packages fail
* Discover 101 ways to improve response from the outer envelope to the letter
* See fascinating formats, irresistible offers, innovative case-histories
Speaker: Alan Rosenspan, President, Rosenspan & Associates
99 Must-Have Brand-Building Ideas
Don't miss this fast-paced creative session as we explore some of the many ways that you can differentiate your brand.
* Create effective brand differentiation strategies to strengthen image, universe distribution and sales
* Develop ways to stand out in your customers' minds
* Examine multi-distribution branding, which can reinforce your image and identity while supporting alternate distributions
Speaker: Claudia Ossa, Senior Director, Sales & Marketing, BlissOut
The Art of Storytelling in Fundraising
Although it may seem like a lost art, using storytelling to build brand personality works. Even commercial direct marketers can learn from this powerful technique!
* Understand how to create a truly great story that motivates response
* Discover how the most successful fundraisers use stories in TV, print, mail, and Web sites (we have lots of examples!)
* Learn the lost art of storytelling in for-profit direct marketing - and how to revive it
Speaker: Robbin Gehrke, Senior Vice President, Executive Creative Director, Russ Reid Co.
1:30 - 2:30 p.m.
Managing Creative Staff: The Possible Dream
Learn 12 proven steps you can take to plan, organize, manage and evaluate creative work groups and their output for greater creativity, productivity and profitability. Examine:
* Actual practices and methods employed by leading direct marketers, direct marketing agencies and other professional service firms
* Practical and effective techniques for managing creative staff - both your own and freelancers
* What to do to get creative teams and their work back on track when things go wrong
Speaker: Robert M. Skladany, Principal, Wellesley Consulting Group
Maintaining Energy in an In-House Environment
Find out what it takes to keep your creative department's fires burning (and stoke them even higher) when they're working on the same old products for the umpteenth time.
* Tips and tricks to keep your creatives interested and coming up with new selling ideas for "me-too" products
* Getting your merchandisers and marketers to help your creative teams revive the romance in a tired product line
* Preventive medicine - the care and nourishing of your creative department
Speakers: Kevin Kotowski, Creative Director, Copy, Olson/Kotowski & Co.
Janice Olson, Creative Director, Design, Olson/Kotowski & Co.
When Twitch Speed Meets Direct Mail
You've probably heard more than you cared about the "twitch speed" of today's Net Generation ... wired, busy and stressed, they expect one-to-one, media-rich communication. But what does this mean to you - the direct marketing pro who's not always working in a Web or otherwise wired environment? Discover how you can exploit the lessons from "hot media" in good old direct mail as we discuss:
* Real-world creative ramifications of getting web and video-influenced consumers to respond to direct mail
* Techniques to rope today's "post-literate" consumer into reading your traditional #10 direct marketing package
* The three reasons why art directors are rapidly replacing writers as the "Kings" of direct mail (and the three reasons it'll never really happen).
Speaker: Bill Spink, Vice President, Chief Creative Officer, DIMAC Corporation
2:45 - 3:45 p.m.
Branding to Beat the Market: Isuzu Case Study
In the face of a flooded Sports Utility Vehicle market, Isuzu broke away from the methodical pack by developing a strong, in-your-face image across the company.
* Find out how the creative elements kept pace with the new brand's edgy attitude
* See the successful combination of design, graphics and "tone of voice" that addressed both the branding requirements and the needs of direct response
* Walk through the process of conveying a new brand to the public through direct marketing techniques
Speaker: Carlos Perez, Creative Director, Perez Company
So You Want to Be a CD
Or, more specifically, you think you want to be a creative director! Join this session for clear insights into the pros and cons of being the head honcho in the office.
* Does the CD always have to choose between being creative and being effective?
* Discuss the realities of the job with those who know: the politics, budgets, bureaucracies, and coping techniques
* What are the tricks to running a business, making money, and not selling your creative soul?
Speaker: Nancy Wahl, Creative Director, DDB Needham Direct
The Return of the Great Creative Shoot-Out - Part 2
You've got your partner, your assignment, and your incredible creativity - the judges are ready for you, but are you ready for them?
* Pitch your ideas to industry greats while you take your best shot at fun, and sometimes valuable, prizes
* Don't miss this chance to show how creative you really are!
* Spectators welcome - the more, the merrier!
Speaker: Robert Davis, Senior Vice President, Director of Brand Solutions, Ingalls
Additional judges to be announced.
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