Following is a list of all sessions sorted by track.
How Adidas Effectively Used Direct to Build Brand Loyalty
Tuesday, October 26, 10:00 -11:15 a.m.
107, Convention Centre, North Bldg., Level 100
Track:
Speaker: Alan Styler, Planning Director, Brann Worldwide
Beyond the Banner: Advertising Opportunities on the Internet
Monday, October 25, 7:30 - 8:30 a.m.
716, Convention Centre, South Bldg., Level 700
Track: Brand Advertising & Integrated Marketing
Speaker: Greg Olson, VP, Corporate Marketing, RealNames Corporation
While ad banners remain the predominant advertising vehicle on the Web, the increased use of such things as content sponsorships and interstitials has created a shift toward more creative advertising on the Web.
** Discover more powerful advertising models that better capture and sustain user attention
** Understand how the type of advertising is tied to the marketing objective
** Get a glimpse of the future of online advertising
A "Brand" New Approach to Customer Retention: The Five Keys of Brand Building to Create Solid Relationships With Your Customers
Monday, October 25, 1:00 - 2:15 p.m.
718A, Convention Centre, South Bldg., Level 700
Track: Brand Advertising & Integrated Marketing
Speaker: Lois Geller, President, Mason & Geller
Keep customers buying year after year by applying the newest and most important elements to your long-term relationship marketing program. Real-life examples will show some of the most successful brand marketers - from mega companies to the tiniest niche marketers.
** Learn five key areas in both consumer and business-to-business direct marketing that will help you build a stronger brand
** Discover how these five areas interact with each other to build loyalty
** Understand the costs, commitment, and time required to be successful
Building the Brand and Building the Business
Monday, October 25, 1:00 - 2:15 p.m.
714, Convention Centre, South Bldg., Level 700
Track: Brand Advertising & Integrated Marketing
Speakers: Kris Niblett, VP, Executive Creative Director, Rapp Collins Worldwide - Dallas; Richard Eber, Executive VP, Creative Director, McCann Relationship Marketing; Randy Belcher, The Martin Agency
Find out how two leading companies overcame skepticism and inertia and give customers clear, compelling reasons to prefer their brand over the competition.
The Critical Role of Consumer Research in Direct Marketing Programming
Monday, October 25, 2:45 - 4:00 p.m.
714, Convention Centre, South Bldg., Level 700
Track: Brand Advertising & Integrated Marketing
Speaker: Vita Harris, EVP, Director of Strategic Planning and Research, DraftWorldwide
Much as direct marketers hate to admit it, even the most breakthrough creative, brilliant media plans and tried-and-true offers can fail to attract customers and build loyalty. Most often, these programs fail because the marketer has not taken the time to understand his consumer better.
** Learn about the critical role of consumer research in the development of direct marketing programming
** Learn how to obtain data on target consumers and how to use it effectively
** Understand how using consumer research incorrectly can do more harm than good in building consumer loyalty
"Share of Wallet" Strategies in Dysfunctional Cross-Selling Enterprises
Monday, October 25, 4:15 - 5:30 p.m.
716, Convention Centre, South Bldg., Level 700
Track: Brand Advertising & Integrated Marketing
Consolidations of industries via merger and acquisition, as well as the one-to-one paradigm, has shifted focus from share of market to "share of wallet." That's great. But most large enterprises are organized around "silos" that don't work very well with each other.
** Understand how to make aggressive cross-selling really work
** Learn what direct marketers can do to help facilitate "share of wallet" strategies
Research and Database Marketing: Actionable Brand Building Combinations That Work
Monday, October 25, 4:15 - 5:30 p.m.
701A, Convention Centre, South Bldg., Level 700
Track: Brand Advertising & Integrated Marketing
Speakers: Jock Bickert, Chairman & CEO, Looking Glass, Inc.; Gregory Ellis, COO, Opinion Research Company, Inc.
Understanding how the attitudinal and motivational components of customers' purchase behavior allows you to tailor offers specifically to customers' interests. And by quantifying brand equity by consumer segment, you can measure the impact on ROI over time.
** Understand how to link your database information with emotional information showing why customers buy
** Learn how to create a brand equity measurement model that will lead to greater customer satisfaction and loyalty
** Hear how one company implemented a consumer-segment-based approach to survey research and brand equity development
Digital Asset Management for Global Catalog Marketers
Tuesday, October 26, 10:00 - 11:15 a.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200
Case Study
Track: Brand Advertising & Integrated Marketing
Speakers: Matt Lundberg, Principal, Lundberg Systems; Valerie Merone, VP, Brochure Operations, Global Brand Imaging, Avon Products, Inc.
Implementing a global brand image can prove to be challenging. You must persuade country managers to embrace a single style, and then ensure that they receive high quality, print-ready digital images. Otherwise they succumb to deadline pressures, create their own ads, and defeat the purpose of unified branding.
** Learn how Avon Products uses a global digital image repository containing high resolution images for over 30 global brands
** Understand the user and technology requirements
** Hear about Avon's results (qualitative and quantitative) and learn from them
The Secrets of High-Performance Lead Generation
Tuesday, October 26, 2:30 - 3:30 p.m.
716, Convention Centre, South Bldg., Level 700
Track: Brand Advertising & Integrated Marketing
Speaker: Bob Hacker, President, The Hacker Group
Lead generation is very different from one-step selling. Many people who do fabulous one-step sales packages fail miserably when they shift their efforts to lead generation.
** Discover how price and margin drive campaign strategy and creative development
** Learn how to integrate lead generation into advertising and brand messaging
** Discover 23 ways to ensure high response rates and sell-through
One-to-One Brand Building on a Mass Scale
Tuesday, October 26, 4:30 - 5:30 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200
Case Study
Fundamental
Track: Brand Advertising & Integrated Marketing
Speaker: Thomas W. Lemke, Vice President, Database Marketing & Internet Commerce, Kmart Corporation
A "one size" ad program using a mass approach is no longer an efficient answer to brand communications. Kmart has proved that integrating communications through brand-driven promotions can build long-term brand loyalty and profits.
** Understand how mass advertising and database marketing create effective synergies for brand building
** Learn how mass and direct need to co-exist to maximize advertising performance
** Find out how Kmart has used direct mail in conjunction with other media channels to drive sales
85 High-Risk Internet Markets That Pose a Threat to Your Brand Identity
Wednesday, October 27, 10:30 - 11:30 a.m.
801B, Convention Centre, South Bldg., Level 800
Fundamental
Track: Brand Advertising & Integrated Marketing
Speaker: Pinkard Alan "Pinky" Brand, Director, idNames Division, Network Solutions, Inc.
You may have registered "yourname.com," but did you know there are 85+ countries that will register your valued brand names to anyone, regardless of residence or any official documentation?
** Learn how to protect your international identity before someone else beats you to it
** Find out which countries merit your attention now
** Learn how to register in the top 25 Internet markets
An E-Commerce Model for Industrial Sales and Distribution
Monday, October 25, 7:30 - 8:30 a.m.
713, Convention Centre, South Bldg., Level 700
Case Study
Track: Business-to-Business
Speakers: Nick Poulos, President, pmh caramanning, inc.; Colin McCarthy, Director of Integrated Sales & Marketing, e-chemical
Database marketing, the Web, and needs-based segmentation have created an entirely new business model inside the commodity chemical industry.
** Get an insider's look into the creation of e-chemical
** Understand how the marketplace, through your channel partners, is changing
** Learn how to effectively use front office, knowledge management tools with integrated direct marketing to create win-win relationships
Bold New Customer-Centric B-to-B Strategies
Monday, October 25, 1:00 - 2:15 p.m.
801B, Convention Centre, South Bldg., Level 800
Track: Business-to-Business
Speaker: Connie Debord, Russ Reid Co.; Gray Baldwin, Marketing Manager, Rural, Bank of New Zealand; Sharon Henderson, Managing Director, Aim Direct Limited; Des Columb, Creative Director, Dialogue Marketing Communications
See how business communications that "dare to be different" carve out market share and revenues for smart companies - even in a highly competitive market.
Developing Successful Partnerships Between Charities and Corporations
Monday, October 25, 1:00 - 2:15 p.m.
715, Convention Centre, South Bldg., Level 700
Case Study
Fundamental
Sponsored by The DMA Non-Profit Council
Track: Business-to-Business
Speakers: Lowell Cantor, IEG Sponsorship Newsletter; Howard Silberstein, Director, Children's National Medical Center; Nancy Brady, Director of Marketing and Corporate Alliances, March of Dimes; Michelene Graham, Director, National Programs & Events, Susan G. Komen Foundation; Kelly Wilson, Director, National Programs and Events, Susan G. Komen Foundation
Fundraising can be accomplished by partnering with corporate sponsors to reach coordinated goals in both development and corporate outreach.
** Learn how to partner with corporations to reach your goals
** Find out how Children's Miracle Network has created successful relationships with leading sports programs
** Discover how to develop telethon-telemarketing and direct mail tie-ins
Hypermarketing: Achieving "Speed" in the High-Technology Marketplace
Monday, October 25, 1:00 - 2:15 p.m.
801A, Convention Centre, South Bldg., Level 800
Track: Business-to-Business
Speaker: Sean Bisceglia, CEO & President, TFA/Leo Burnett Technology Group
Today's fast-paced, evolving high-technology marketplace leaves little room for lag time in product promotion and corporate marketing. Learn an innovative and sophisticated approach to product and service marketing, which will keep you up to speed in today's high-paced market.
** Meet the challenges of operating and succeeding in the high-technology marketplace
** Learn how to surpass the competition with high-speed, productive marketing activities
** Find out how to provide quick turnaround times
The Powerful Economics of Business-to-Business Customer-Relationship Strategies
Monday, October 25, 2:45 - 4:00 p.m.
801A, Convention Centre, South Bldg., Level 800
Track: Business-to-Business
Speaker: Don Neal, Principal, Focalpoint Marketing, Inc.
Marketers attempting to build a business-to-business integrated sales and marketing model face more challenges than ever before, as off-the-shelf solutions are likely to fail - and in many cases there are simply no pre-set solutions.
** Understand the challenges of CRM and what you can expect in terms of the payoff
** Learn 10 steps to integrated sales and marketing tactics
** Learn new measures to evaluate CRM strategy success
Global Business-to-Business: If It's Tuesday We Must Be Dropping in Belgium
Monday, October 25, 4:15 - 5:30 p.m.
801A, Convention Centre, South Bldg., Level 800
Case Study
Track: Business-to-Business
Speakers: Gerard H. Schmitt, Senior Vice President, Account Service, Sanna Mattson MacLeod, Inc.; Daniel Carazo, Marketing Communications Manager, Sulzer Metco, Inc.
This case study illustrates the launch of an integrated global direct marketing campaign for thermal spray technology, with emphasis on the five-year plan, the management challenges, and the resulting marketing strategy.
** Understand how the various components of an integrated campaign can be coordinated to generate maximum results
** Take away at least 10 practical tips on going global
** Break the seemingly daunting challenge of an integrated global strategy into manageable components
Selling to Suits: Myths and Methods Every Business-to-Business Creative Team Should Know
Monday, October 25, 4:15 - 5:30 p.m.
801B, Convention Centre, South Bldg., Level 800
Back by Popular Demand - With New and Updated Material!
Track: Business-to-Business
Speaker: Nancy Harhut, Senior Vice President, Creative Director, Direct Marketing, Mullen Advertising
A repeat of one of last year's most popular sessions - see examples of creative in direct mail, direct print, and even direct radio that push the envelope and defy the myths of b-to-b creative.
** Learn to recognize and avoid the 10 biggest misconceptions that can limit your creative from the start
** Find three ways to strengthen each of the three critical elements of any direct mail piece
** Discover over 20 different creative ideas that you can use to start increasing your response rates tomorrow
Business-to-Business Customer Acquisition - Beyond Merge/Purge
Tuesday, October 26, 7:15 - 8:15 a.m.
714, Convention Centre, South Bldg., Level 700
Track: Business-to-Business
Speakers: Allen Abbott, Partner, American Catalog Partnerships, LLC; Gary Smith, Director of Marketing, Blair Corporation
This session will cover the benefits of building a customer-acquisition database, the resources required to build and maintain it, the challenges inherent in developing it, and the methodologies used in managing the database on an ongoing basis.
** Understand the resources required to build and maintain a customer-acquisition database environment
** Learn how to use an acquisition database to increase productivity and reduce costs
** Understand the various challenges inherent in going beyond merge/purge
How Disintermediation is Changing the Rules of Marketing, Sales, and Distribution
Tuesday, October 26, 10:00 - 11:15 a.m.
801A, Convention Centre, South Bldg., Level 800
Track: Business-to-Business
Speaker: Christopher Ryan, CEO, Saligent Software, Inc.
Disintermediation is not just a big word - it signifies major shifts in how we market, sell, and deliver our products. In many industries, distributors are disappearing and being replaced by electronic media. Direct sales forces are shrinking, and marketing is forced to become a revenue- producing organization.
** Understand the changes that are occurring, and what they will mean to your bottom line
** Learn how the Internet and e-commerce are playing - or not playing - huge roles
** Discover what you must do to gain the benefits and avoid the risks of disintermediation
Infomediaries: The New Middlemen of the Internet
Tuesday, October 26, 2:30 - 3:30 p.m.
801A, Convention Centre, South Bldg., Level 800
Track: Business-to-Business
Speaker: Trevor Traina, Group Manager, MSN Commerce Services
One of the most widespread buzzwords that has swept the Internet is "disintermediation." However, in the electronic commerce arena, the middleman is alive and well under the new moniker "infomediary." This new breed of middlemen serve as a broker between buyers and sellers, enabling consumers to make educated purchasing decisions that often save them time and money.
** Understand how the middleman is playing a significant role in the "frictionless networked economy"
** Learn how real-world manufacturers are choosing their points-of-entry on the Internet
** Discover the effect infomediaries will have on the business-to-business landscape of the future
Profitably Targeting Your Dealers' Customers
Tuesday, October 26, 4:30 - 5:30 p.m.
801A, Convention Centre, South Bldg., Level 800
Fundamental
Track: Business-to-Business
Speaker: Nick Poulos, President, pmh caramanning, inc.
Marketing to end-users through distribution requires interdependency between manufacturer, dealer and end-user. Explore how integrated direct marketing can positively change the business paradigm of selling through distribution to the end-user.
** Learn how to leverage your field sales force to provide greater educational and informationa services through the use of knowledge-management tools
** Understand how to set up a knowledge-management platform prototype that supports value delivery to your various market segments
** Discover how to create value-based communi-cations to get the message to your channel
Think Global, Act Local: The Internet Accelerates Everything
Tuesday, October 26, 4:30 - 5:30 p.m.
801B, Convention Centre, South Bldg., Level 800
Case Study
Sponsored by The DMA Business-to-Business Council
Track: Business-to-Business
Speakers: Ruth Stevens, Director, Direct Marketing, IBM Software Group; John Cooper, Vice President, Marketing, FedEx Canada; Jim Roots, Vice President, Marketing, Grainger Internet Commerce
Companies engaged in global marketing want to gain efficiencies and deliver a consistent worldwide message by using the same marketing tactics, offer, look and feel in multiple countries and cultures. But the most effective marketing is usually adapted to local customs, and the arrival of the Internet only accelerates these challenges.
** Understand the challenges and implications of Internet-based direct marketing to business buyers in multiple countries
** Learn how three companies have found creative ways to think global and act local
** Discover five ways to manage your Web site to market more effectively to a variety of audiences around the world
Technology's Impact on Business-to-Business Automation
Wednesday, October 27, 10:30 - 11:30 a.m.
801A, Convention Centre, South Bldg., Level 800
Track: Business-to-Business
Speakers: Steven Roth, Principle Consultant, PriceWaterhouseCoopers Management Consultants; Ann Zeller, Vice President, Information & Special Projects, Direct Marketing Association, Inc.
New DMA research, conducted by PriceWaterhouseCoopers, examines the current state of marketing automation and specifically the implications of the new tools and technologies for business-to-business direct marketers.
- Explore case studies of individual b-to-b companies and how they are effectively applying new technologies
- Receive guidelines and prescriptions for reaching best in class
Producing a Direct Mail Package in One Easy Lesson
Sunday, October 24, 1:30 - 3:45 p.m.
801A, Convention Centre, South Bldg., Level 800
Track: Core Competencies
Speaker: Richard Goldsmith, President, The Horah Group
Grasp the basics of print production, paper, inks, prepress, finishing, components of a direct mail package, and how to put the pieces together. You'll get the basics of production, including list processing, merge/purge, postal presorts, and lettershop.
** Discover the basics of producing a direct mail package
** Learn how to manage the process
** Understand how to manage your suppliers
A Primer on the Essentials of Database Marketing
Monday, October 25, 1:00 - 5:30 p.m.
105, Convention Centre, North Bldg., Level 100
Intensive Workshop
Track: Core Competencies
Speaker: David Shepard, President, David Shepard Associates
This workshop will teach you everything you need to know about predictive modeling and segmentation and how to use information and modeling to shape contact strategy and maximize the return on promotion dollars.
** Learn how to work with internal modelers and/or external vendors to ensure the best results and avoid the many pitfalls of modeling
** Discuss CHAID, Ordinary and Logistic Regression, and comparisons with Neural Nets
** Learn how to combine database-derived information with models and market research to get the right message to the right customer at the right time
Mastering the Basics of Professional Direct Marketing
Monday, October 25, 1:00 - 5:30 p.m.
106, Convention Centre, North Bldg., Level 100
Back by Popular Demand - With New and Updated Material!
Intensive Workshop
Track: Core Competencies
Speaker: Pierre Passavant, Director, Center for Direct Marketing, New York University
This workshop will be a fast-paced overview of the major elements in successful direct marketing planning and execution, including examples from a variety of current industry applications.
** Learn how database information is related to selecting a target audience and developing relevant promotional messages
** Discover the key factors in creating powerful direct marketing advertising, and how to test promotion variables
** See how to use a P&L to plan profitable campaigns
E-Commerce Primer Part 1: Assessing Today's E-Commerce Business
Tuesday, October 26, 10:00 - 11:15 a.m.
106, Convention Centre, North Bldg., Level 100
Track: Core Competencies
Speakers: Lauren Freedman, President, the e-tailing group; Donna Iucolano, VP, Interactive Services, 1-800-Flowers, Inc.
Understand what's selling and why, by getting a virtual wrap-up on the state of e-tailing in 1999 and as we enter the next century.
** Meet today's cybercustomer, and find out if your customer base matches up
** Get the online catalog scorecard to learn the real players and the plays that are working
** Separate the facts from the fads to set your business plan on course
E-Commerce Primer Part 2: Designing an E-Commerce Strategy That Works Long-Term
Tuesday, October 26, 2:30 - 3:30 p.m.
106, Convention Centre, North Bldg., Level 100
Track: Core Competencies
Speaker: Lauren Freedman, President, the e-tailing group; Donna Iucolano, VP, Interactive Services, 1-800-Flowers, Inc.
Using the e-guide - a workbook that helps merchants build a well-defined e-commerce strategy - create a strategic plan that can be executed.
** Learn how to write the business plan, and determine your resource needs
** Find out how to evaluate your competition
** Understand how to determine best site features and design elements, and how to write the RFP for site development
E-Commerce Primer Part 3: Online Customer Service - Obstacles, Challenges, and Opportunities
Tuesday, October 26, 4:30 - 5:30 p.m.
106, Convention Centre, North Bldg., Level 100
Track: Core Competencies
Speakers: Lauren Freedman, President, the e-tailing group; Donna Iucolano, VP, Interactive Services, 1-800-Flowers, Inc.
The best Web strategy means nothing if you can't deliver.
** Find out who's setting the e-commerce standards in your market and how to benchmark against them
** Learn how to deliver what the customer wants and expects online
** Hear tips and techniques you can use to exceed expectations in the marketplace
Creative Master Class
Sunday, October 24, 1:30 - 3:45 p.m.
105, Convention Centre, North Bldg., Level 100
Back by Popular Demand - With New and Updated Material!
Track: Creative & Production
Speaker: Herschell Gordon Lewis, Chairman, Communicomp & President, Lewis Enterprises
In today's wild millennial ambiance, your targets are bombarded with messages. Response is down. Skepticism is rampant. How can the power of words increase response? Enjoy a fast-paced, astonishingly comprehensive potpourri of creative tips and hands-on practice in this always-popular class.
** Sharpen your creative weapons for use in both traditional and online marketing
** Discuss creative use of e-mail, a hot medium that too many marketers misunderstand and misuse
Bandwidth Bottleneck: Solutions That Create Profits, High Quality Resolution & Great Compression
Monday, October 25, 1:00 - 2:15 p.m.
716, Convention Centre, South Bldg., Level 700
Case Study
Track: Creative & Production
Speakers: Jim Reiman, EVP, E-Commerce Strategic Business Development, Greg Manning Auctions, Inc.; Alan Schwartz, Director, New Market Development, AT&T Labs; William Lederer, President, Art.com
Identify and explore the often overlooked issue of how the limitations of current Internet technology affect Web graphic choices, and how the choices made by Web site designers can affect sales.
** Learn to translate "techno-speak" into words that business managers understand
** Find out how to improve e-commerce sales by improving your product display
** Understand the relationship between Web site image quality, product sales, and profits
What to Do When Nothing Works: The Story of a Complete Marketing Overhaul
Monday, October 25, 1:00 - 2:15 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200
Fundamental
Track: Creative & Production
Speakers: Susan Stone Russell, Director of Marketing, Entrepreneur Media, Inc.; Janice Olson, Creative Director, Olson/Kotowski & Company; Thad Wawro, Direct Response Copywriter, Thad Wawro & Associates
This case study of the redevelopment of the catalog and direct marketing division of Entrepreneur Magazine will show you how it is possible to completely and successfully reposition your product, marketing and creative -- even in dire circumstances. In addition to the catalog redesign, this session will demonstrate how new marketing techniques were brought to all media, including space ads, catalog inquiry generation, direct mail and e-commerce
- Find out how to take any product and position it successfully by understanding the customer's sensibilities
- Discover how solid direct marketing techniques can be successful across a variety of media
- Explore before-and-after examples, and hard data on performance increase
This Worked, That Didn't
Monday, October 25, 2:45 - 4:00 p.m.
718B, Convention Centre, South Bldg., Level 700
Track: Creative & Production
Speakers: Herschell Gordon Lewis, Chairman, Communicomp & President, Lewis Enterprises; Fred Simon, President, Omaha Steaks Intl; Gary Brown, President, G. Neil Companies; Richard Hamilton, President, Crest Fruit Company; David Thorne, Publisher, New Age Magazine and "Dr. Andrew Weil's Self-Healing Newsletter"
Get set for "show and tell" from some of the industry's top executives and business leaders. They'll not only present candid examples and case histories of mailings, space ads, catalogs, and online promotions that succeeded and failed, they'll explain why.
** Get information usually not shared with anyone outside the highest level of the organization
** Be able to ask questions, and get candid answers
** Understand why creative has failed, and how not to make the same mistakes
The Future Has Arrived: Four-Color Variable Printing and Relationship Marketing
Monday, October 25, 4:15 - 5:30 p.m.
717, Convention Centre, South Bldg., Level 700
Case Study
Track: Creative & Production
Speakers: Jim Lewis, President, Relationship Marketing, Inc.; Gene Hunt, Jr., International Marketing Communications Manager, Agfa Corporation; Ann Wagner Dieleman, Vice President, Marketing, ARAG Group
Four-color digital printing is starting a direct marketing revolution, allowing marketers to use printing as an expressive medium at an individual level.
** Understand how to combine relationship marketing with variable four-color digital printing from a creative and strategic standpoint
** Learn how Agfa Corporation and ARAG Group have leveraged technology to increase lifetime value
** Find out how to create relationships with your customers that they cannot walk away from
Mars and Venus in the Advertising Environment - The Successful Direct/General Relationship
Tuesday, October 26, 7:15 - 8:15 a.m.
701A, Convention Centre, South Bldg., Level 700
Case Study
Track: Creative & Production
Speakers: Marna Bullard; Peg Dilworth-Hunt, Director of Marketing, Mitsubishi Motor Sales of America, Inc.; Bruce Goldberg, Senior VP, Marketing, Brinks Home Security; Nicole Naumoff, Direct Marketing Manager, IKEA North America
The roles and services of direct and general advertising are changing due to competitive pressures, changing technology, and evolving consumer habits.
** Learn how three companies have created truly integrated advertising by focusing on the strengths and challenges of each discipline
** Understand the role that clients and agencies play in creating a good working relationship between the direct and general disciplines
** Find out how you can prepare for the future as lines blur between traditional, direct, and interactive marketing
Infuse Your Creative With a Database Punch - Then Watch Sparks Fly
Tuesday, October 26, 10:00 - 11:15 a.m.
718A, Convention Centre, South Bldg., Level 700
Fundamental
Track: Creative & Production
Speakers: Robert McKim, CEO, M\S Database Marketing; Carol Worthington Levy, Creative Director, Worthington Levy Creative; Mark Silverman, GRE Insurance Group
Develop a one-to-one relationship with your customer through database segmentation combined with creative development and powerful copy.
** Understand what benefits consumers will really buy into
** Learn how to police the process so that everyone buys into it
** Learn from the experiences of others, and kick-start your creative concepts
101 Ways to Improve Response
Tuesday, October 26, 2:30 - 3:30 p.m.
718A, Convention Centre, South Bldg., Level 700
Track: Creative & Production
Speaker: Alan Rosenspan, President, Alan Rosenspan & Associates
This session will teach you how to beat your control, by showing you tons of samples, techniques, and ideas you can use in your own direct marketing programs. See a dozen great ways to make better brochures, and get at least 101 ideas you can steal to improve the response of your next mailing.
** Learn how to create envelopes that just can't be tossed away
** Discover how to use personalization in highly creative ways
** Find out how to write letters that everyone will read
True Stories From the Trenches of Variable Digital Marketing
Tuesday, October 26, 2:30 - 3:30 p.m.
801B, Convention Centre, South Bldg., Level 800
Case Study
Sponsored by The DMA Digital Marketing Group
Track: Creative & Production
Speakers: Brett Knobloch, Manager, Interactive Consumer Marketing, Whirlpool Corporation; Christopher Batchik, Brand Relationship Marketing Manager, General Motors; Keith Haig, US Marketing Manager, 3M Dental
Marketing technology in database and printing, combined with infinite creative options, can build truly targeted direct marketing initiatives, allowing you to create new and innovative ways to get closer to customers, increase revenues, reduce costs, and improve customer service.
** Understand the potential benefits of variable digital marketing
** See actual project executions that were successful
** Learn how a rich database of customer information can be put to use to increase response rates
Does Creative Have to Be Bad to Be Good?
Tuesday, October 26, 4:30 - 5:30 p.m.
701A, Convention Centre, South Bldg., Level 700
Track: Creative & Production
Speaker: Jack Schmid, President, J. Schmid & Associates, Inc.
Old Navy's ads are pretty bad, and very memorable, as are some of the upstart Internet companies. Did retro make a comeback because of nostalgia or desperation?
** Look at examples of creative that are "bad" but very effective
** Find out if your creative has to be "ugly" to get noticed in the clutter
Merchandising Trends: What's Hot, What's Not
Tuesday, October 26, 4:30 - 5:30 p.m.
715, Convention Centre, South Bldg., Level 700
Track: Creative & Production
Speaker: Andrea Lawson Gray, President, Aesthetics Marketing
Join Andrea Lawson Gray, 20-year catalog merchandising veteran, in a discussion of product trends. Look at consumer buying patterns in virtually all merchandise categories and consumer segments, from gourmet food to tech, from kids to seniors.
** Find out what's motivating behavior
** Learn how consumers are assessing and expressing themselves through what's selling and what isn't
** Hear about new merchandising trends as we enter the next millennium
The New Business of "New Business"
Wednesday, October 27, 10:30 - 11:30 a.m.
714, Convention Centre, South Bldg., Level 700
Track: Creative & Production
Speakers: Mitchell Orfuss, Executive Vice President, OgilvyOne; Jan Apple, Agency Relations Consultant
Getting new business in an agency is a much different job from what it once was - or was thought to be. Discuss with your peers the current and future state of the new-business development challenge, and examine the tasks of people who were once known as "rainmakers."
** Understand what it now takes to win new business
** Find out how best to work fair with the agency candidates along the way
** Learn how to see business development as a marketing role, not as a sales role
60 Proven Ways to Increase Direct Mail Response Rates and Sell-Through in Less Than 60 Minutes
Wednesday, October 27, 2:30 - 3:30 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200
Back by Popular Demand - With New and Updated Material!
Track: Creative & Production
Speaker: Bob Hacker, President, The Hacker Group, Ltd.
When a program starts to fail and you don't have the luxury of long, formal program reviews, back-testing, or new package testing, learn tricks of the trade to fix broken programs - on the fly!
** Discover 17 ways to improve copy platforms and performance
** Find out 19 ways to improve list performance
** Learn 12 things you should know about matching the offer to the right format for maximum response
Maintaining, Affecting & Controlling Continuous Revenue Relationships
Sunday, October 24, 1:30 - 2:30 p.m.
701B, Convention Centre, South Bldg., Level 700
Track: Customer Relationship Management
Speaker: Pam Ames, Vice President, Kestnbaum & Company
When customer relationships involve receipt of future revenue with no marketing effort, ongoing marketing to these customers is unique. New thinking is needed to define and measure good marketing to customers in businesses such as telephony, financial products, cable and internet access.
** Hear about accountable marketing programs to retain, grow and revive continuous relationships
** Learn the techniques and standards of evaluation that are being proposed
** Find out about the proven pitfalls that can be avoided
Measuring & Evaluating Non-Selling, Relationship-Building Contacts
Sunday, October 24, 2:45 - 3:45 p.m.
701B, Convention Centre, South Bldg., Level 700
Track: Customer Relationship Management
Speaker: Mike Coppotelli, Vice President, KnowledgeBase Marketing, Inc.; Rick Ezell, Director of Data Mining and Analytical Services, KnowledgeBase Marketing, Inc.
You can't afford not to measure every one of your customer contacts. In this session, learn how to measure and evaluate the impact of customer communications and understand how non-selling customer contacts can increase customer value.
** Understand what metrics provide the strongest indication of true impact
** Learn about the strength of three-pronged measurement
** Understand the fundamentals of experimental designs and how to leverage learning for continuous improvement
Reinventing "Relationship Marketing" Creative
Monday, October 25, 7:30 - 8:30 a.m.
701B, Convention Centre, South Bldg., Level 700
Track: Customer Relationship Management
Speaker: Rob Smith, Principal, Focalpoint Marketing, Inc.
Create a whole new kind of customer loyalty by focusing on three skills marketers of all kinds and levels can integrate into their current programs to develop customized communications and incentives.
** Understand the difference between traditional recency/frequency creative and "relationship marketing" creative
** Learn why you have to turn Direct Marketing's 40-40-20 rule on its head to be successful
** Discover three new uses for old creative workhorses
Using Your Data Warehouse to Reach Customers and Meet Your Bottom Line
Monday, October 25, 1:00 - 2:15 p.m.
107, Convention Centre, North Bldg., Level 100
Case Study
Track: Customer Relationship Management
Speaker: Randy Erdahl, Group Manager, Marketing and Corporate Research, Fingerhut Companies, Inc.
Fingerhut uses an innovative new technology that enables its Mail Stream Optimization program to process unprecedented amounts of data on its more than 30-million customers in order to trim catalog costs and increase sales.
** Learn how you can make the most of your customer lists
** Discover through example how to cut costs, and target your customers more effectively
** Find tools to manage information in your data warehouse
50 Customer-Relationship Marketing Plan Pointers in 50 Minutes
Monday, October 25, 2:45 - 4:00 p.m.
718A, Convention Centre, South Bldg., Level 700
Track: Customer Relationship Management
Speakers: Deborah Lowman, Senior Vice President, NyKamp Consulting Group; Tracy M. Cockerham, PDM, Manager, Direct Marketing Analysis, BestBuy.com
Benchmark your company's programs by reviewing seven key phases in developing a customer-relationship marketing action plan, including forms to evaluate customer-relationship marketing practices and programs, infrastructure systems and processes, and staffing resources.
** Identify where you are on the CRM continuum and how to improve your productivity in this area
** Learn the key steps in writing a customer-relationship marketing action plan
** Find out how to cost-justify customer information marketing programs
AutoNation USA's AutoRewards Program: How an Innovative Marketer Made Loyalty Part of its Sticker Price
Monday, October 25, 4:15 - 5:30 p.m.
718B, Convention Centre, South Bldg., Level 700
Case Study
Track: Customer Relationship Management
Speakers: Charlie Young, Frequency Marketing, Inc.; Maria Bailey, Vice President, AutoRewards, AutoNation USA
Unlike traditional, soft-benefits loyalty programs, AutoRewards launched by AutoNation USA, is measurable, provides hard benefits, and can't be easily duplicated by competitors.
** Discover proven strategies to deliver benefits and recognition more cost-efficiently
** Understand how technological advances are making the administration of frequency marketing programs more affordable
** Understand how frequency/ loyalty programs can be effective in atypical situations
Retaining Customers in Newly Competitive Marketplaces
Tuesday, October 26, 7:15 - 8:15 a.m.
715, Convention Centre, South Bldg., Level 700
Case Study
Track: Customer Relationship Management
Speakers: Ron Jacobs, President, Jacobs & Clevenger; Sheera Eby, Vice President/Group Account Director, Deregulated Industries, Jacobs & Clevenger; LJ Hughes, Director, Business Services, Commonwealth Edison Company
Get insight about how to measure and monitor changing customer expectations in deregulating industries.
** Understand how to define the benefits that customers seek and then directly effect levels of customer satisfaction
** Learn new customer-driven processes that can act as a bridge to customer retention
** Understand how to migrate perceptions among key customer groups in a changing marketplace
Revolutionizing Renewal Marketing With Continuous Service
Tuesday, October 26, 10:00 - 11:15 a.m.
801B, Convention Centre, South Bldg., Level 800
Track: Customer Relationship Management
Speakers: Caroline Zimmermann, President & Chief Creative Officer, The Zimmermann Agency; Sigrid Zimmerman, Circulation Manager, Hachette Magazines; Cindy DeLorenzo, Account Executive, Centrobe; Louis Sassano, Senior Product Manager, Reader's Digest
Take a cutting-edge look at continuous-service marketing, the tool that is revolutionizing the way circulators are renewing their subscribers.
** Get the facts and figures you need to maximize continuous service for your magazines
** Understand what to test and why
** Learn how to integrate continuous service into your marketing plans - from new business to renewals and from the link letter to billing
$300 Billion Purchasing Power: The Profit Value of Managing Customer Relationships to the Hispanic Market
Tuesday, October 26, 2:30 - 3:30 p.m.
713, Convention Centre, South Bldg., Level 700
Fundamental
Sponsored by The DMA Directo Council
Track: Customer Relationship Management
Speakers: Gloria Garcia, Manager, Customer Service, CDS; Shelly Lipton, President, Bienestar/LCG Communications
Customer service and marketing professionals will tell tales from the trenches and share the startling results of how customer-service programs have built a profitable business model for their Hispanic customers.
** Understand the value of in-language customer service to retaining your most valuable Hispanic customers
** Learn how to hire, train, and manage a bi-lingual customer service team
** Get first-hand knowledge of the pitfalls in delivering quality customer service - and learn from them
You Can Compete With the Big Guys - They Screw Up Too
Tuesday, October 26, 2:30 - 3:30 p.m.
715, Convention Centre, South Bldg., Level 700
Case Study
Track: Customer Relationship Management
Speaker: Dave Ratner, President, Dave's Soda & Pet City
This is the story about a small business changing from a mass marketer to a target marketer and what was learned about the customers, loyalty programs, and dealing with large vendors.
** Learn to work with limited resources, keep your customers, and get new ones
** See living proof that small guys can compete with giants
** Discover how you can compete with the big competitors in your space
From Strategies Through Tactics: Loyalty Programs Demystified
Tuesday, October 26, 4:30 - 5:30 p.m.
718B, Convention Centre, South Bldg., Level 700
Fundamental
Track: Customer Relationship Management
Speaker: Dennis Duffy, President, Cadmus Direct Marketing
Using examples from a variety of industries, share useful guidelines on the implementation of loyalty programs - including planning, terminology, structural options, logistics, measurement, and exit strategy.
** Understand the strategic elements of a customer loyalty strategy
** Lead the development of a loyalty program quickly and effectively
** Discover pitfalls to avoid when developing a loyalty program
The Next Wave of Innovation: The Fourth Dimension of Customer Marketing
Wednesday, October 27, 10:30 - 11:30 a.m.
701A, Convention Centre, South Bldg., Level 700
Sponsored by The DMA Marketing Technology & Internet Council
Track: Customer Relationship Management
Speaker: Rob Jackson, Principal, DiaLogos, Inc.
Any organization must be able to sense and adapt to the next wave of innovation. To do so requires global vision, marketing savvy, systems integration, product development, and entrepreneurial skills focused on just one thing - the customer.
** Look at the best of customer marketing through its first three dimensions
** Get a glimpse of the fourth dimensionÉlinking customer, channel, product, and customer community
** Understand how to create customer communities that drive the future of customer-relationship marketing
Critical Steps to Creating, Launching, and Managing a Successful Loyalty Program
Wednesday, October 27, 2:30 - 3:30 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200
Track: Customer Relationship Management
Speaker: Don Neal, Principal, Focalpoint Marketing, Inc.
Focusing in on the sometimes subtle, sometimes broad, distinction between loyalty marketing, frequency marketing, one-to-one marketing, and customer relationship management, you will learn:
** Critical steps to creating, launching, and managing a successful loyalty program
** Keys to effective customer-relationship building and maintenance
** Turning customer data into information-driven marketing strategies
Analysis, Planning, and Execution of Geo-Targeted Customer-Contact Programs via the Intranet
Sunday, October 24, 2:45 - 3:45 p.m.
801B, Convention Centre, South Bldg., Level 800
Case Study
Track: Database Tools & Technology
Speakers: Larry Kobori, Research Manager, Allstate Insurance Company; R. Robert Reading, Executive Vice President, Tactician Corporation; Craig Gaitan, Senior Sales Manager, Allstate Insurance Company
Allstate designed, created, and implemented intranet-based, geo-targeted, household-level prospecting tools for use by Allstate sales managers in support of Allstate's 15,000 insurance agents.
** Learn how to use data-mining technology in conjunction with geo-targeting in an intranet environment
** Learn how to create actionable programs that can be planned and executed in a matter of hours - not days or weeks
Can Your Organization Keep Pace With Technology? Preparing for Second Generation CRM Systems
Monday, October 25, 7:30 - 8:30 a.m.
714, Convention Centre, South Bldg., Level 700
Case Study
Track: Database Tools & Technology
Speakers: Cory Leveque-Adams, Database Marketing Manager, AirTouch Western Region; Ken Demma, Director, Marketing Strategy & Information, Tessera Enterprise Systems
Prepare your organization to effectively use CRM in a fast-paced, changing environment. Address the growing realization of the need to have a fully functional, trained, and empowered organization using information to drive marketing, communications, product and service development, and touchpoint integration
** Find out how AirTouch implemented a data-warehousing and data-mining project and built, trained, and exercised the organization
** Grasp the political, financial, and tactical issues relevant to anyone planning, or currently employing, a large-scale CRM initiative
** Learn five pitfalls and five elements for a successful CRM solution
Web-based Database Marketing Solutions
Monday, October 25, 1:00 - 2:15 p.m.
701A, Convention Centre, South Bldg., Level 700
Track: Database Tools & Technology
Speakers: Melinda Nykamp, President, Nykamp Consulting Group; Charlie Tarzian, President, Blau Technologies; Tom Daly, Interactive Communications Manager, UPS
Database marketing - list sales and delivery, processing, turn-key modeling and segmentation - and database maintenance are migrating from a Web-enabled state to Web-centric solutions.
** Understand how database marketing solutions are currently delivered over the Web
** Explore the implications of Web-enabled and Web-centric solutions, and how they will impact the marketplace
** Hear how other marketers have harnessed the database power of the Web
Building Customer Value With Data Mining
Monday, October 25, 2:45 - 4:00 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200
Track: Database Tools & Technology
Speaker: Herb Edelstein, President, Two Crows Corporation
Data mining is reshaping the way companies interact with their customers and is the key to successfully managing all phases of the customer life cycle. This session will explain what you can really expect from data mining, and how to achieve the best results.
** Learn the keys to making data mining effective
** Understand how data mining builds on traditional customer analysis methods
** Learn how different technologies work together to solve business problems
Supporting E-Business and Sales Strategy Through the Database
Monday, October 25, 4:15 - 5:30 p.m.
714, Convention Centre, South Bldg., Level 700
Case Study
Track: Database Tools & Technology
Speaker: Bob McKim, Chief Executive Officer, M\S Database Marketing
3Com Corporation's award-winning database initiative provides fully functional links into its worldwide sales organizations, while supporting one of its key strategic initiatives, e-business.
** Learn how its strategy has enabled company-wide collaboration and data standardization
** Understand how 3Com captures relevant worldwide customer activity on a daily basis
** Explore success factors, pitfalls, and key lessons discovered along the way
Using E-Mail Marketing to Drive E-Commerce
Monday, October 25, 4:15 - 5:30 p.m.
701B, Convention Centre, South Bldg., Level 700
Track: Database Tools & Technology
Speakers: Noel Jerke, Senior VP, Operations, Judd's Online; Ian Oxman, President, ChooseYourMail.com
E-mail is fueling the growth of online marketing at an astonishing rate. Predict the coming trends in the industry, and learn how to effectively drive traffic and increase sales utilizing e-mail as a marketing tool.
** Learn how to mine your database and build your own e-mail list
** Understand the components of e-mail list rentals, and how to mail to them
** Grasp the distinction between effective e-mail marketing and spam
Internet Buyers: How Do You Use Those Names?
Tuesday, October 26, 10:00 - 11:15 a.m.
718B, Convention Centre, South Bldg., Level 700
Fundamental
Sponsored by The DMA List/Database Council and The Marketing Technology & Internet Council
Track: Database Tools & Technology
Speakers: Linda Huntoon, President, The SpeciaLISTS, Ltd.; Cindy Dale, Vice President, Interactive Business Development, BBDO; Chet VanWert, VP, Music Club Marketing, Columbia House; Hal Steger, VP, Marketing, Rubric
Capturing e-mail addresses from electronic purchases creates many new opportunities and issues for the direct marketing industry. How can the addresses be put to use? What kind of revenue will come from the renting and selling of names? How will it affect the industry?
** Learn how to handle new prospects you receive through the Internet
** Understand the potential marketability of your e-mail lists
** Evaluate the best methods of marketing to Internet buyers without crossing the line
The Cutting Edge of Data Integration
Tuesday, October 26, 10:00 - 11:15 a.m.
105, Convention Centre, North Bldg., Level 100
Track: Database Tools & Technology
Speaker: Donald P. Hinman, Ph.D., Data Content Group Leader, Acxiom Corporation
All direct marketers use a common asset: data. And that data comes from many different sources. This session will describe the current best practices of integrating data from many sources into a usable database for the direct marketer of the 21st century.
** Understand the data-integration process
** Learn how to prepare for postal optimization
** Discover key elements for both consumer and business-to-business data integration
How to Use Consumer Behavior Data to Maximize Your Acquisition/Retention Investment
Tuesday, October 26, 2:30 - 3:30 p.m.
718B, Convention Centre, South Bldg., Level 700
Track: Database Tools & Technology
Speaker: Deborah Pine, Principal, PreVision Marketing, Inc.
Did you know that consumer behavior data is more often misread than not? This can cost you millions if you are basing your key marketing initiatives on an incomplete view of data. Walk through a number of case studies to discover how data can be misleading - and how to be sure you're getting the real story.
** Look at how initial marketing decisions changed once the data was further evaluated
** Discover dozens of tips for evaluating all dimensions of data
** Walk away never looking at a database report the same way again
Observe the Unobservable Through Multivariate Data Analysis Techniques
Tuesday, October 26, 2:30 - 3:30 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200
Track: Database Tools & Technology
Speakers: Rhonda Knehans Drake, President, Drake Business Services; Gary Benjamin, Vice President, Database Marketing, Marketing & Credit Studies, BMG Direct; Gary Coles, List Director, The Readers Digest Association; Henry Weinberger, Senior Vice President, Global Strategic Analytic Unit, Citicorp
Multivariate techniques - such as factor, cluster, and discriminate - can define under-lying/unobservable customer behavior patterns, thereby having implications for relationship marketing, segmentation, response modeling, and differential customer treatment.
** Gain new insights into the many dimensions of customer behavior
** Discover a new tool to help manage large data warehouses
** Learn how to use a new technique for product-line segmentation and to define purchase affinity
Next-Generation E-Mail Marketing
Tuesday, October 26, 4:30 - 5:30 p.m.
107, Convention Centre, North Bldg., Level 100
Sponsored by The DMA Marketing Technology & Internet Council
Track: Database Tools & Technology
Speakers: Chris Hoerenz, Vice President, Marketing, CDNOW; Eric Goodwin, CEO, Media Synergy; Reggie Brady, VP Business Development, Media Synergy
As HTML, multi-media, and traditional direct marketing tools such as regression analysis make their way into e-mail campaigns, the power of what you can do with e-mail and how results are measured is taken to a new level.
** Learn how to leverage new tools to acquire customers, keep customers, and drive them to act on your offers
** Walk away with valuable tools and resources that will allow you to expand and refine your current e-mail marketing programs
** Get hands-on advice about how to improve your current e-mail campaigns and reach a measurable ROI
The Next Debate: How the New Technology Will Impact List Industry Rules
Wednesday, October 27, 10:30 - 11:30 a.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200
Track: Database Tools & Technology
Speakers: Jerry Gould, President, Conrad Direct, Inc.; David Williams, President & CEO, Merkle Direct Marketing, Inc.; John Baldwin, Vice President, Marketing, Phillips Publishing, Inc.
Debate the practical and ethical implications of changing the "rules of engagement" that list brokers and mailers generally observe in list transactions, but that may be out-of-date by advances in technology, particularly at merge/purge service bureaus. Topics to be addressed will include the following:
** The fair use of modeling technology and use of appended data on rented lists
** Does the prohibition against retaining data from rented lists need to be reexamined and refined
** Net re-mailing: Mailers are doing it. How does the list owner monitor it and bill for it
Predictions on Database Marketing: Nine Deadly Mistakes That Will Ruin Your Chances for Success in the Next Century
Wednesday, October 27, 2:30 - 3:30 p.m.
tbd, tbd
Track: Database Tools & Technology
Speaker: Rob Jackson, Principal, Dialogos, Inc.
Those building marketing databases assume that they will help build a relationship with their customers, promote retention, referrals and increased sales. Actually, there are many situations in which database marketing doesn't work. The talk includes examples of failure taken from a variety of industries, and closes with simple rules for success. Included are examples of common errors, including:
- Treating all customers alike
- Focusing on price instead of relationships
- Getting the economics wrong
- Failing to develop a marketing strategy
- Building a database that is too big and excessively delayed
- Failing to link your database to the internet
The True Economics of the Internet
Sunday, October 24, 2:45 - 3:45 p.m.
701A, Convention Centre, South Bldg., Level 700
Track: E-Commerce
Speaker: Seema Williams, Analyst, Consumer eCommerce Research, Forrester Research, Inc.
Take an in-depth look at actual sales data for the Internet by industry segment to see how it's progressed and where the industry is headed.
** Understand the emergence and progression of commerce on the Internet
** Find out how your company compares to the benchmarks
** Discover where the trends are and what you can expect to be profitable in the future
Building a Foundation of Trust - The Keys to E-mail Relationship Marketing
Monday, October 25, 7:30 - 8:30 a.m.
701A, Convention Centre, South Bldg., Level 700
Case Study
Fundamental
Track: E-Commerce
Speakers: Hans Peter Brondmo, Chairman/Founder, Post Communications; Andrea Butler, Vice President, Marketing, Palm Computing, Inc.
The key to any successful relationship is privacy and trust. But are people really willing to provide personal information to any unknown entity on the other end? A review of case studies will teach best practices for online relationship marketing and will show how it can maximize any company's ROI.
** Learn a step-by-step guide to building trust with online customers
** Discover specific strategies for securing privacy online
** Find out how building trust with customers can improve your bottom line
Business Models: What's the Best Way for You to Make Money on the Web?
Monday, October 25, 1:00 - 2:15 p.m.
701B, Convention Centre, South Bldg., Level 700
Track: E-Commerce
Speakers: Carolina Kuczynski, VP of Strategy, THINK New Ideas, Inc.; Matthew Nadler, Director of Strategy, THINK New Ideas, Inc.
The Internet is changing the way companies build customer relationships and creating entirely new business models in the process.
** Find out what business models are being created as companies find innovative ways to meet customer needs
** Understand how companies are developing virtual value propositions
** Discover ways you can grow and change to meet demands and create new and profitable opportunities on the Web
Best of Breed Merchandising Online - Tools and Techniques
Monday, October 25, 2:45 - 4:00 p.m.
701B, Convention Centre, South Bldg., Level 700
Track: E-Commerce
Speakers: Lauren Freedman, President, the e-tailing group; Cheryl Traverse, President, Bright Info
It's not easy developing unique shopping experiences online that deliver revenue results. Find out how the best have done it.
** Find out what works in merchandising online, what doesn't, and why
** Learn how the top marketers are developing site features, including up-sells, cross-sells, impulse buys and added-value merchandising
** Discover how you can build loyalty in your customer base with effective merchandising
How Long Can Data Go Unregulated
Monday, October 25, 2:45 - 4:00 p.m.
Track: E-Commerce
Speakers: Charles Prescott, Vice President International Business Development & Government Affairs, Direct Marketing Association; Jennifer Barrett, Corporate Leader for Fair Information Practices & Business Development, Acxiom
Success Online is a 10-Letter Word - How Direct Marketing and the Net Work Together
Monday, October 25, 4:15 - 5:30 p.m.
718A, Convention Centre, South Bldg., Level 700
Track: E-Commerce
Speaker: Seth Godin, Vice President, Direct Marketing, Yahoo!
Permission marketing is what turns audiences into customers, strangers into friends, and one-time purchasers into repeat buyers.
** Learn how to get the consumer's attention, and turn it into permission
** Understand how to talk to consumers frequently and cheaply
** Find out how to develop trust and change consumer behavior
e-fr: Internet Fundraising Workshop
Monday, October 25, 4:15 - 5:30 p.m.
713, Convention Centre, South Bldg., Level 700
Fundamental
Sponsored by The DMA Non-Profit Council
Track: E-Commerce
Speakers: Kathy Lowe, Associate Director, Online Communications, American Diabetes Association; Nick Allen, Director, Internet Solutions Group, Mal Warwick & Associates, Inc.; Joanne DelGiorno, Director, Direct Response Marketing, American Diabetes Association; Peg Hoerres, Product Marketer, Acxiom/Direct Media
Get hands-on exposure to the finest in Web design and e-mail marketing techniques for fundraising and membership development presented by industry experts from organizations that are leading the way in electronic fundraising.
** Learn how to draw prospects to your Web site
** Find out how to use e-mail to market your cause
** Learn how to measure and evaluate your e-marketing program
How Online Segmentation Drives Big Results
Tuesday, October 26, 7:15 - 8:15 a.m.
701B, Convention Centre, South Bldg., Level 700
Case Study
Track: E-Commerce
Speakers: Robert McKim, CEO, M\S Database Marketing; Peter Steinlauf, President, Edmunds.com
Imagine this daunting task: managing 50,000 daily Web visitors, getting them to spend an average of 17.5 minutes on your site and come back 2.8 times. Through this case study see how segmentation has allowed Edmunds.com to do just that.
** Find ways of capturing vital information on each visitor
** Discover how to use word-of-mouth to drive traffic to your site
** Learn the economical models and how to apply the metrics
Net Metrics: Measuring the Effectiveness of Your Web Site
Tuesday, October 26, 10:00 - 11:15 a.m.
701A, Convention Centre, South Bldg., Level 700
Track: E-Commerce
Speakers: Gary Hennerberg, Principal, The Hennerberg Group, Inc.; David Muir, ACP Systems
Explore key measurements you should have in place to measure the effectiveness and profitability of your Web site using 10 key management reports. Discover that measurement goes beyond the basics and includes more analytical and in-depth tracking measures such as sources of hits, inquiry history, hot spots, space utilization, conversion to sales, product performance, profitability and more.
** Quantify the effectiveness of your site using 10 management reports that detail the key metrics you should frequently monitor
** Understand how to use net metrics to provide a quantum leap in the profitability of your site
** Leverage profitable elements of your site and know with confidence which elements to modify or eliminate
Internet Politics: A Finger in the Dam?
Tuesday, October 26, 2:30 - 3:30 p.m.
701A, Convention Centre, South Bldg., Level 700
Sponsored by The Association for Interactive Media (AIM)
Track: E-Commerce
Speakers: Ben Isaacson, Acting Executive Director, AIM; John Lawlor, CEO, EmailChannel, Inc.; Stan Sokul, Principal, Davidson & Company
In this congressional session alone, we have seen the number of bills regulating the Internet proliferate from 20 to over 100. How can you possibly monitor and defend all of these bills? Get an overview of the most pressing pieces of legislation affecting your business interests online.
** Learn how to defend your interests regarding Internet taxation
** Hear what the Internet industry is doing to fend off pending e-mail legislation
** Find out if industry self-regulation will ever be enough for Congress and the FTC
Leveraging Your Direct Marketing Skills in the Digital Age
Tuesday, October 26, 2:30 - 3:30 p.m.
714, Convention Centre, South Bldg., Level 700
Track: E-Commerce
Opportunities in anything "Web" seem to be growing. Jobs in traditional direct marketing seem to be shrinking. You're not 22 anymore.
** Discover ways you can apply your direct marketing expertise in the digital age
** Get a glimpse of what Internet employers are looking for
** Learn how to make your direct marketing knowledge a selling point in this expanding field
E-Commerce Technology Solutions
Tuesday, October 26, 4:30 - 5:30 p.m.
714, Convention Centre, South Bldg., Level 700
Sponsored by The Association for Interactive Media (AIM)
Track: E-Commerce
Speakers: Ben Isaacson, Acting Executive Director, AIM; Paul Bates, VP, Information Products Group, BizRate.com; Stephen Messer, Chairman & CEO, LinkShare Corporation; Rob Panepinto, Senior VP, Sales & Development, Connextions.net; ill Ruzitsky, VP, GM Enterprise Incentive Solutions, Netcentives Inc.
Organizations and individuals that are considering redesigning their Web sites face a dizzying array of technological possibilities to facilitate e-commerce.
** Understand what works best for the strategy you're implementing
** Discuss technology on the horizon
** Find out what you don't need to build an e-commerce site that works
Establishing Effective Coordination Between IT, Marcom, Operations, and Direct Marketing to Make the Web Work
Tuesday, October 26, 4:30 - 5:30 p.m.
105, Convention Centre, North Bldg., Level 100
Track: E-Commerce
Speakers: Nadine Sjolseth, Senior Director, Consulting Services, Modem Media.Poppe Tyson; Diana Scott, Vice President, Direct/Electronic Distribution, John Hancock
Should the Web be a function of IT, marcom or direct marketing? Your strategy won't work unless you can develop effective communication and coordination throughout all departments of your organization.
** Understand who should spearhead your Web initiatives
** Learn how the Web should be a company strategy, not a department one
** Determine how to set department priorities and how to focus on the customer
Delivering on the Promise: Customer Care in the New Millennium
Wednesday, October 27, 10:30 - 11:30 a.m.
718A, Convention Centre, South Bldg., Level 700
Track: E-Commerce
Speakers: Larry Becker, Director of Internet Publishing, Crutchfield; Bill Ness, Chief Operating Officer, Road Runner Sports
The jury is in! What will make or break a profitable e-commerce business of the future is the back end - fulfillment, customer service and customer care.
** Learn the industry benchmarks and how your organization compares
** Find out what components of your back end can be outsourced and how to evaluate suppliers
** Understand how to build a back end that delivers
Global Marketing in the New Millennium - Issues and Answers You Will Need to Succeed
Monday, October 25, 1:00 - 2:15 p.m.
717, Convention Centre, South Bldg., Level 700
Track: Global Marketing
Speakers: Lawrence J. Chaido, Director, TransGlobal Consultants; Thomas J. Leavey, Director General, U.P.U.; Charles Prescott, VP, International Business & Government Affairs, Direct Marketing Association, Inc.
Strategies will change for anyone involved in international marketing including traditional mail, electronic commerce, hybrid mail, quality of service expected, pricing, and value-added services. Find out what will influence the way you conduct international marketing in the new millennium.
** Get an executive briefing on the Beijing meeting focusing on universal postal strategy for the years 2000 - 2004
** Find out what technology and products will be available to you throughout the world
** Plan for future developments within the global marketplace from a global viewpoint
Launching Your Catalog in the U.K.
Monday, October 25, 2:45 - 4:00 p.m.
717, Convention Centre, South Bldg., Level 700
Sponsored by The DMA International Council
Track: Global Marketing
Speakers: Brian McConnell, President, WWAV Rapp Collins Group; Brian Williamson, Strategic Planning Director, HLB; Charlie White, Director of Catalog Marketing, Orvis
Issues that need to be discussed before you launch a product in the U.K. include legal issues, marketing methods, culture, and branding.
** Leave with a list of industry contacts within the U.K.
** Understand that you can't do it alone, and how to find local help
** Discover your opportunities overseas
Golden Rules for International List Selection
Tuesday, October 26, 7:15 - 8:15 a.m.
713, Convention Centre, South Bldg., Level 700
Track: Global Marketing
Speaker: Mike Manning, Founder & President, Manning Media International
Using examples of failed and successful list rental case studies, this session will uncover how to make hidden selects within a list to get the best names to increase your ROI.
** Learn how to find responsive international lists that are not made available to the general list rental community
** Understand how guidelines for list selection in the U.S. can spell disaster when selecting international lists
** Find out what types of lists exist; which ones work; and which ones to avoid
The Ins and Outs of Affiliate Programs
Tuesday, October 26, 10:00 - 11:15 a.m.
716, Convention Centre, South Bldg., Level 700
Fundamental
Track: Global Marketing
Speakers: Tom Gerace, Co-Founder and Executive VP, Be Free; Stephen Messer, Chairman and Founder, LinkShare Corp.; G.M. O'Connell, Chairman & CEO, Modem Media.Poppe Tyson
Realize the economic value of building relationships with other e-commerce entities on the Web
- Discover how companies are finding success with affiliate programs
- Understand the tools and technology available to cross-refer customers with your business partners
- Find out how affiliate programs will grow and change in the future and how you can't afford to be left out of the mix
International Mailing Strategies that Cut Costs and Improve Response Rates
Tuesday, October 26, 2:30 - 3:30 p.m.
717, Convention Centre, South Bldg., Level 700
Fundamental
Sponsored by The DMA International Council
Track: Global Marketing
Speakers: Lawrence J. Chaido, Director, TransGlobal Consultants; James Thornton, Managing Director, Mailing Lists (Asia) Ltd.
The cost of posting DM packages internationally can vary by 100 percent or more and is a major element in the cost of acquiring new customers and subscribers overseas.
** Find out how you can reduce costs and improve response rates by accessing alternate postal services
** Learn how to take advantage of services offered by major mail consolidators
** Find out what will affect international postal costs and the quality of services in the future
Great DRTV Around the Globe
Tuesday, October 26, 4:30 - 5:30 p.m.
717, Convention Centre, South Bldg., Level 700
Track: Global Marketing
Speaker: Rob Woodroffe, Chairman, Interwood Marketin
DRTV exists in many forms around the globe. In this entertaining session, look at examples of some of the most successful spots, from infomercials to short-form spots.
** See what's possible in global DRTV
** Understand what's hot and what's not in DRTV worldwide
** Understand the global DRTV customer
12 Pitfalls to Avoid When Marketing to Canadians
Wednesday, October 27, 10:30 - 11:30 a.m.
717, Convention Centre, South Bldg., Level 700
Track: Global Marketing
Speakers: Sheldon Hellin, President, Hellin Marketing Group; Cathy Shilton, Creative Director, Hellin Marketing Group
While Canadians may be friendly, building cross-border relationships does not come easy. Learn how to market products and services to Canadians, ranging from the acquisition of Canadian businesses, to executing direct-response campaigns from your local head office.
** Understand the distinct cultural attitudes and behaviors, and how they translate into differing behavior and response
** Hear techniques used today that are not effective in reaching Canadians. Learn why these techniques are not effective and how they can be improved.
** Discover how to make Canadians comfortable with purchasing from non-Canadian companies
Shanghai to Stuttgart - How Global Response Management Works
Wednesday, October 27, 10:30 - 11:30 a.m.
715, Convention Centre, South Bldg., Level 700
Case Study
Sponsored by The DMA International Council
Track: Global Marketing
Speaker: Robert Howells, Director, International Business Development, Harte-Hanks Response Management
A global program can be managed with management control and standard reporting, while at the same time allowing for local differences of language and culture with input from local offices and campaign adaptations.
** Understand how the Internet can transform global marketing by providing information access and control
** Learn how to allow for differences in direct marketing infrastructures when planning a global campaign
** Find out about the latest global response-management tools
Digging Deeper and Deeper and Deeper: Searching for Diamonds in Your "Data Mine"
Monday, October 25, 1:00 - 2:15 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200
Sponsored by The DMA Insurance & Financial Services Marketing Council
Track: Insurance & Financial Services
Speakers: Linda Holt, Insurance Sales Consultant, Acxiom Corporation; Jeff Nagel, Business Consulting, Strategic Decision Services; Don Van Scyoc, Physicians Mutual Insurance Company
Statistical tools can help you discover the sparkling diamond relationships and patterns of gleaming nuggets in your database that can catapult you ahead of the competition.
** Examine two case studies with practical applications of the data-mining mystique
** Uncover the power of artificial intelligence
** Learn how neural nets, visualization, and induction can help you find the data you need
Plugging Up the Holes in the Bottom of Your Bucket: Case Studies from the Retention Wars
Monday, October 25, 2:45 - 4:00 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200
Sponsored by The DMA Insurance & Financial Services Marketing Council
Track: Insurance & Financial Services
Speakers: Kenyon Blunt, President, Bullseye Database Marketing; Jon Zeschin, Principal, JZ Partners LLC
Take a journey through the customer-knowledge frontier to learn how you can prevent your banking and credit card relationships from turning into dreadful, commercial divorce.
** Learn how to establish multiple relationships through cross-selling
** Find out how your back-end reality can live up to the front-end promises you've made
** Discover vital tools for customer retention
Snaring Customers in Your Web
Tuesday, October 26, 10:00 - 11:15 a.m.
206B/D/F, Convention Centre, North Bldg., Level 200
Sponsored by The DMA Insurance & Financial Services Marketing Council
Track: Insurance & Financial Services
Speakers: Warren Hunter, President, DMW Philadelphia; Mark Parisano, Vice President, E-Commerce & Operations, GE Financial Assurance; Robert Bland, CEO, Quotesmith.com, Inc.
Did you build it, and hope they would come? Too many companies are charmed by the technology of the net, sacrificing marketing to the new corporate icons - Web masters.
** Examine two case studies that detail successful applications
** Explore the complexities of making the Web work
** Learn about necessary site architecture, prospect drivers, multiple pages, content and action devices
Blueprints and Roadmaps: Controlling Insurance Direct Marketing Success
Tuesday, October 26, 2:30 - 3:30 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200
Case Study
Sponsored by The DMA Insurance & Financial Services Marketing Council
Track: Insurance & Financial Services
Speakers: Don Jackson, Chairman, The Jackson Consulting Group, Ltd.; John Harrision, Partner, EGE, L.L.C.
Examine five concrete strategies used by JCPenney Life, GEICO, Allstate Life, Physicians Mutual, and USAA (plus a snapshot of AIG, Insure Direct and a few others) to catapult these companies into insurance direct marketing leadership roles.
** Learn three surefire tactics to boost your response, and your customer loyalty
** Understand how five companies have used direct marketing to succeed
** Find out how to use these strategies in your own organization
Delivering the Right Offer to the Right Person - The Credit Card Issuer Connection
Tuesday, October 26, 4:30 - 5:30 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200
Sponsored by The DMA Insurance & Financial Services Marketing Council
Track: Insurance & Financial Services
Speakers: Jan Davis, Senior Vice President, Performance Data; Carolyn Gjertvik, Senior Product Research Manager, Trans Union, LLC; Mike Manaton, Credit Policy Project Manager, First Consumer's National Bank
List creation for credit card issuers is key to getting the right offer to the right person. Explore existing technology from "defragmentation" to "Extract Plus" that allows card issuers to access advanced technology that delivers the "right" people.
** Learn how to develop programs that will keep your customers coming back
** Examine two case studies that make the connection
Guerrilla Warfare: Finding and Retaining the Best and Brightest Direct Marketing Talent
Wednesday, October 27, 10:30 - 11:30 a.m.
206B/D/F, Convention Centre, North Bldg., Level 200
Sponsored by The DMA Insurance & Financial Services Marketing Council
Track: Insurance & Financial Services
Speakers: Greg Bruner, Senior Vice President, Michael Edwards Communications, Inc.; Jeff Gundersen, Principal, Gundersen Partners, LLC; Peter Fitzpatrick, Managing Director, International, Gundersen Partners, LLC
A new research study reveals best practices of leading direct marketing insurance and financial services companies to keep their most valuable employees and develop feeder programs to funnel new recruits.
** Find out which companies are the best in developing and retaining direct marketing talent and how they do it
** Learn 10 tactics you can utilize to improve your company's recruiting practices
** Discover five key elements to reduce turnover, and to increase satisfaction and retention of your best people
Advanced Direct Marketing Strategy
Sunday, October 24, 1:30 - 3:45 p.m.
107, Convention Centre, North Bldg., Level 100
Track: Management Challenges
Speaker: Ed Nash, President, Team Nash
This high-level class will teach advanced components of direct marketing strategy, including how to respond to declining response rates, business expansion and product development, global expansion, vertical and horizontal planning, and the right and wrong uses of the Internet.
** Look at reactive problem solving vs. proactive problem solving
** Discuss approaches to pricing and premiums
** Look at back-end strategies and continuity tactics
Data Protection and Fair Information Practices
Monday, October 25, 1:00 - 2:15 p.m.
101, Convention Centre, North Bldg., Level 100
Special Event!
Executive Forum
Track: Management Challenges
Speaker: Liz Kislik, President, Liz Kislik Associates L.L.C.
Come meet with your peers and discuss the high-level industry issue of fair information practices and data protection. You must be a CEO, president, or have a similar title/job function to participate in this executive forum. Preregistration is required, and attendance is strictly limited. Registrations will not be accepted on-site. To inquire about attending, please contact Christina Cocoves at ccocoves@the-dma.org or 212.790.1505.
21st Century Direct Response Fund Development
Monday, October 25, 2:45 - 4:00 p.m.
713, Convention Centre, South Bldg., Level 700
Sponsored by The DMA Non-Profit Council
Track: Management Challenges
Speakers: Lindy Litrides, Senior Vice President, Relationship Marketing, Arthritis Foundation; Dwight "Butch" Maltby, President, The Maltby Group, Ltd.
Explore the societal trends that are changing the way nonprofit organizations conduct business and the consumer attitudes and behaviors that are changing the way nonprofit organizations communicate with donors.
** Understand how business development is changing and how marketplace changes will affect your business
** Learn what's hot and what's not, when to break with tradition and when to hold onto it
** Discover ways to integrate promising trends into your development programs to improve results
Hiring and Keeping the Best Direct Marketing Talent
Monday, October 25, 2:45 - 4:00 p.m.
701A, Convention Centre, South Bldg., Level 700
Track: Management Challenges
Speakers: Dennis Troyanos, Principal, Direct Marketing Division, Gundersen Partners; Gerry Brewer, President, WestWayne Database Marketing
Participate in a detailed discussion of the core elements of a successful acquisition and retention program that adds value to an organization and its shareholders.
** Learn how to more effectively evaluate, select and attract the best available candidates for a specific position, and keep them from jumping to the competition
** Understand which managerial skill sets are needed to improve the overall performance of your team
** Find out how to identify candidates with the essential skill sets of the future
A Day at the Improv - Theories and Practice of Innovation and Experimentation in Forging Direct Marketing Strategies
Monday, October 25, 4:15 - 5:30 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200
Track: Management Challenges
Speaker: Rich Feldman, Senior VP, Executive Director, Strategic Marketing, Brann Blau
Look at how direct marketers must have flexibility and vision to keep pace with change by using experimental approaches, organizational creativity, innovation and improvisation.
** Gain useful techniques for ideation
** Learn how to counter ingrained habits
** Discover ways to approach the task of deconstructing "silo" marketing structures
Retooling Your Business to Combat Declining Response Rates
Monday, October 25, 4:15 - 5:30 p.m.
101, Convention Centre, North Bldg., Level 100
Special Event!
Executive Forum
Track: Management Challenges
Speaker:John Hayes, Executive VP, Marketing, The J. Jill Group, Inc.
Come meet with your peers to discuss how to combat declining response rates in the industry. You must be a CEO, president, or have a similar title/job function to participate in this executive forum. Preregistration is required, and attendance is strictly limited. Registrations will not be accepted on-site. To inquire about attending, please contact Christina Cocoves at ccocoves@the-dma.org or 212.790.1505.
Prize-Winning Advice for Your Sweepstakes Promotions
Tuesday, October 26, 10:00 - 11:15 a.m.
715, Convention Centre, South Bldg., Level 700
Track: Management Challenges
Speakers: Marsha Goldberger, Director, Ethics and Consumer Affairs, Direct Marketing Association, Inc.; Jerry Cerasale, Senior VP, Government Affairs, Direct Marketing Association, Inc.; Christopher Irving, Esq., Director, Consumer Affairs, Publishers Clearing House
Sweepstakes marketers have had a fierce year contending with legislation at the federal and state levels and much negative media attention. Complying with The DMA's extensive self-regula-tory guidelines relating to sweepstakes and adhering to Recommended Customer Practices can help you successfully execute sweepstakes.
** Learn how to promote sweepstakes that comply with federal legislation
** Hear about The DMA's Sweepstakes Helpline
** Find out how the Helpline can assist you in helping your customers
The Future of Direct Marketing in an E-Commerce World
Tuesday, October 26, 10:00 - 11:15 a.m.
701B, Convention Centre, South Bldg., Level 700
Track: Management Challenges
Speakers: David Dieterich, Vice President, NetSave.com, Hanover Direct; William Gorog, Chairman, IntelliData; Michael Rowsom, VP, Strategic Development, 24/7 Media; Heidi Messer, President & Co-Founder, LinkShare
What does the future hold for the direct marketing industry? Join a discussion with some of the foremost industry leaders as they contemplate how our industry will change in the future.
** Get first-hand accounts of the changes shaping the industry
** Hear personal predictions about how we'll need to change in the future
** Prepare for the future of your own business
Acquisitions: Strategic, Economic and Process Management for Successful Outcomes
Tuesday, October 26, 2:30 - 3:30 p.m.
701B, Convention Centre, South Bldg., Level 700
Track: Management Challenges
Speaker: Don Libey, President, Libey Incorporated
Explore the protocol for acquisitions, the changing economics of the M&A marketer and why direct marketing is attractive to buyers in the first half of this two-part session on acquisitions and divestitures.
** Discover the 28 initial questions to answer before beginning the acquisition process
** Find out how valuations are made and what the multiple of EBITDA means in today's deals
** Hear what the "end-game" means to CEOs and to owners
Divestitures: Strategic, Economic and Process Management for Successful Outcomes
Tuesday, October 26, 4:30 - 5:30 p.m.
701B, Convention Centre, South Bldg., Level 700
Track: Management Challenges
Speaker: Don Libey, President, Libey Incorporated
In the second half of this two-part session on acquisitions and divestitures, examine the process of divesting and understand what your business is worth, how it is valued, who is the right buyer and how to protect it from competitors who are "just looking."
** Hear about valuation strategies for maximizing your sale price
** Discover the 47 questions to ask before deciding to sell your company
** Understand what to expect in a "roll-up"
Essential Monthly Performance Measurements for CEOs of Catalog Companies
Wednesday, October 27, 10:30 - 11:30 a.m.
701B, Convention Centre, South Bldg., Level 700
Track: Management Challenges
Speaker: Michelle Gilbert, Managing Director, MG Direct
Understand what you need to measure and monitor to determine the difference between success and failure in your catalog operation.
** Discover what critical items need to be measured
** Learn how to measure performance effectively
** Find out how long you need to compare measurements to detect meaningful trends in your catalog company
Lies, Damn Lies, and Statistics: An Introduction to Modeling
Sunday, October 24, 1:30 - 2:30 p.m.
801B, Convention Centre, South Bldg., Level 800
Fundamental
Sponsored by The DMA Research Council
Track: Marketing Intelligence
Speaker: Michael Blix, Director, Modeling & Analytic Services, DynaMark, Inc.
Review the ins and outs of predictive model development, focusing on basic descriptive and predictive analysis techniques such as correlation analysis, bivariate analysis, factor analysis, customer profiling, zip code performance aggregation, and cluster analysis.
** Understand the differences between factor analysis, cluster analysis, customer profiling, and predictive modeling
** Learn a step-by-step process to develop your own predictive models ¥Hear the common mistakes made by inexperienced model developers
Who's on the Web - An In-Depth Look at the Demographics
Monday, October 25, 1:00 - 2:15 p.m.
718B, Convention Centre, South Bldg., Level 700
Track: Marketing Intelligence
Speaker: Scott Reents, Analyst, Cyber Dialogue
We're constantly deluged with figures of who's online and how often. The figures always seem to be different depending on whom you ask.
** Take a look at the current numbers, and understand which ones matter
** Examine demographics and psychographics on people actually engaged in e-commerce
** Get predictions about how the numbers will grow, and what it will mean to your business
Data Mining With Tree-Based Tools: New Heights in Segmentation
Monday, October 25, 2:45 - 4:00 p.m.
801B, Convention Centre, South Bldg., Level 800
Sponsored by The DMA Research Council
Track: Marketing Intelligence
Speaker: Richard Deere, Senior Consultant, Data Mining, David Shepard Associates, Inc.
Tree-based models, such as CHAID and CART, allow you to extract actionable knowledge in the form of tree diagrams from complex databases. Using examples from catalogs, business-to-business, and financial services, understand how CART can be used to automatically search for important relationships, and uncover hidden structure in marketing data warehouses.
** Learn how CART can be used for data mining
** Hear about eight types of knowledge discovered in one dataset
** Be warned about special situations where CART should not be used
77 Truths About Direct Marketing to the 50+ Mature Market
Monday, October 25, 4:15 - 5:30 p.m.
107, Convention Centre, North Bldg., Level 100
Track: Marketing Intelligence
Speakers: Kurt Medina, President, Medina Associates; John Migliaccio, President, Maturity Mark Services Company
To be successful in direct marketing today, you must recognize and speak differently to the many sub-segments within the 50+ market, from Boomers to the Aged (and everything in-between!).
** Learn mature communications techniques that work and those that don't
** See examples of major insurance, healthcare, travel, catalog, and other companies trying to reach this market, with analysis of their levels of success
** Receive a free copy of Medina and Migliaccio's new book
Targeting Cohort Values to Capture Explosive Response Rates
Tuesday, October 26, 7:15 - 8:15 a.m.
716, Convention Centre, South Bldg., Level 700
Track: Marketing Intelligence
Speaker: Charles D. Schewe, Principal, Lifestage Matrix Marketing
Individuals born during a similar time period make up a generational cohort producing common values that can be used in target marketing.
** See how targeting age groups by cohort values has been successful for numerous organizations
** Understand the process by which cohort marketing is effectively undertaken
** Hear about specific promotional copy and context tools to execute cohort marketing
Turning Your Data Into Information-Based Marketing - A Utility Case Study
Tuesday, October 26, 10:00 - 11:15 a.m.
713, Convention Centre, South Bldg., Level 700
Fundamental
Sponsored by The DMA Utilities Group
Track: Marketing Intelligence
Speaker: Duane Dahlheimer, Vice President, Business Development, DiMark/Harte-Hanks
A customer-choice program in the utility industry involving the development and installation of a marketing database can effectively identify and target consumer and prospect market segments.
** Learn how other utilities have used market research to identify profitable customers and obtain actionable results
** Understand how data analysis and modeling is used to determine and size the target market
** Discover the key characteristics of a database developed for organizations entering new markets
Using Research to Measure and Improve Internet Marketing
Tuesday, October 26, 2:30 - 3:30 p.m.
105, Convention Centre, North Bldg., Level 100
Track: Marketing Intelligence
Speaker: Scott Young, Vice President, Perception Research Services, Inc.
Discuss the strengths and limitations of different research approaches, including focus groups, online surveys, usability tests and eye-tracking of viewing patterns, and learn guidelines for using research effectively.
** Gain insights to improve the impact of your company's Internet marketing efforts
** Understand how to use research to measure the influence of Internet marketing in driving sales
** Learn what research methodologies are available to guide and improve Internet marketing
Deciphering and Implementing Customer- Information-Based Strategies
Tuesday, October 26, 4:30 - 5:30 p.m.
718A, Convention Centre, South Bldg., Level 700
Case Study
Track: Marketing Intelligence
Speakers: Laura Novikow, Customer Development Project Manager, Sears Canada; Mary Lou Kolodzief, Director, Consulting Services, Retail Target Marketing Systems, Inc.
The complexities of customer relationships require nurturing and communication strategies to develop and maintain loyalty. Hear how Sears Canada has used customer information to expand its active customer file and achieve greater sales.
** Learn how to overcome corporate barriers with customer information
** Understand the power of leveraging multiple channels for greater customer profitability
** Find out how Sears Canada approaches loyalty while increasing customer value to the company
Preparing for Generation Y and Beyond
Tuesday, October 26, 4:30 - 5:30 p.m.
716, Convention Centre, South Bldg., Level 700
Track: Marketing Intelligence
Speaker: Ann Clurman, Partner, Yankelovich Partners, Inc.
Forget about Generation X. The real market to be concerned about are the teenagers that make up Generation Y. And even scarier are the kids under 10 who are on their computers by age two. This cohort is growing up digital and will change the face of the future consumer. If you plan on being in business in 10 years, you have to prepare now.
** Get a glimpse of the size and future purchasing power of this new generation
** Predict the values of the under-10 group, and what will be important for them as they grow into consumers
** Prepare now to meet the challenges and opportunities of the truly digital consumer
Managing Brand Equity in a Changing World: Marketing Musts and the New Mature Consumer
Wednesday, October 27, 10:30 - 11:30 a.m.
718B, Convention Centre, South Bldg., Level 700
Track: Marketing Intelligence
Speaker: William Burkhart, President, Age Wave IMPACT
As 76 million baby boomers enter the 50+ market - at the rate of one every seven seconds for the next 15 years - the mature market is fast becoming the new epicenter of American marketing.
** Find out what marketers need to know about the new mature consumer and the changing role of the 50+ market
** Discuss how to attract and retain this powerful and influential purchasing group
** Understand the challenges of marketing to the Age Wave, and how to break through to a new breed of marketing-resistant consumers
Testing Basics: Proven Principles for Improving Testing Effectiveness
Wednesday, October 27, 10:30 - 11:30 a.m.
713, Convention Centre, South Bldg., Level 700
Fundamental
Sponsored by The DMA Research Council
Track: Marketing Intelligence
Speakers: Kenneth Hartmann, Consultant, David Shepard Associates; Randy Hlavac, President, Marketing Synergy, Inc.
Testing is the lifeblood of every successful direct marketer. Learn practical methods of combining statistical principles, such as factorial design and blocking with direct marketing knowledge.
** Learn how to optimize test accuracy and obtain the maximum amount of usable information for every dollar spent
** Find out how to determine if test results are statistically significant, and ensure that they will hold up
** Understand how to design tests, set sample sizes, and use data-mining techniques to uncover hidden insights
Optimize Performance Through a Full-Service, Single Point-of-Contact Call Center
Sunday, October 24, 1:30 - 2:30 p.m.
701A, Convention Centre, South Bldg., Level 700
Sponsored by The DMA Teleservices Council
Track: Media Channels & Choices
Speaker: Tarry Davis, Vice President, Customer Contact Centers, The Oreck Corporation
Delight your customers by integrating customer service and the inbound/outbound sales function in an interactive (telephone, e-mail, Internet) in-house marketing environment.
** Understand if an integrated call center is right for you
** Learn how to analyze your labor force to determine if you have the right resources
** Find out how to use call blending and skills-based routing to achieve your goal
What's the New Mix? DTW...DRTV...DM
Monday, October 25, 7:30 - 8:30 a.m.
715, Convention Centre, South Bldg., Level 700
Track: Media Channels & Choices
Speaker: Perry Kamel, President & CEO, Broadpoint
The age-old question of where do you put your media dollars is becoming more complex with the Internet. Understand whether you should be spending heavy to drive people to the Web (DTW) or off the Web (personalized fulfillment).
** Look at what the future holds for banner ads
** Get a fresh, new look at the media mix
Using Non-Solicitation Telemarketing to Boost Revenue
Monday, October 25, 1:00 - 2:15 p.m.
713, Convention Centre, South Bldg., Level 700
Case Study
Sponsored by The DMA Non-Profit Council
Track: Media Channels & Choices
Speakers: Kristen McCurry, Director, Direct Marketing, American Cancer Society; Tim Twardowski, Executive Vice President & COO, InfoCision Management Corporation; Charlie Cadigan, Vice President, Epsilon ; Jeanne Harris, Associate Director of Development, Account Management; Margaret Guellich, Director, Direct Marketing, Catholic Relief Services
Explore actual examples of how companies have implemented telemarketing techniques that surpass straight solicitations.
** Hear two leading nonprofits describe how they have achieved superior customer service with the telephone
** Discover the success of outbound cultivation
** Learn how to plan giving programs that result in increased revenues
Adding Life and Longevity to Your Promotion Through the Back End
Monday, October 25, 2:45 - 4:00 p.m.
716, Convention Centre, South Bldg., Level 700
Case Study
Sponsored by The DMA Broadcast Council
Track: Media Channels & Choices
Speakers: Gail Eberlein, President, Direct Response Enhancements; Marla Hoskins, Director of Consumer Marketing, Intuit; Chris Conderino, SVP/Director, Client Services, TBS Media Management; Maribett Varner, Executive Vice President/Partner, Bennett Kuhn Varner, Inc.
Advance planning for the implementation of appropriate back-end steps, including the use of continuity, retail, direct mail, and outbound telemarketing, can be the essential difference between success and failure in a direct response campaign.
** Understand why a successful back-end must be part of the initial promotion-planning process
** Learn from actual campaigns that have met and exceeded goals through back-end approaches
** Find out how telemarketing can be used to gather data, adjust parameters, generate additional revenue - and be well received by your customers
High Growth Strategies Across Multiple Channels
Monday, October 25, 2:45 - 4:00 p.m.
107, Convention Centre, North Bldg., Level 100
Case Study
Track: Media Channels & Choices
Speakers: Carter Forringer, Director, Database Marketing, Dell Computer Corporation; Christopher Geiger, Vice President, Sales & Marketing, Tessera Enterprise Systems
This session will highlight Dell's challenges in creating a highly flexible and extendable customer relationship management system, which crosses both business-to-business and business-to-consumer segments, while maintaining a 50 percent growth model.
** Learn five pitfalls and five elements for developing a successful CRM solution
** Understand how to build a flexible CRM solution to support 50 percent growth across the Web and direct marketing channels
** Hear a case study of how to use CRM to support Internet sales
Alternate Media Case Studies - From Implementation to Response Analysis
Monday, October 25, 4:15 - 5:30 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200
Case Study
Fundamental
Sponsored by The DMA Alternate Response Media Council
Track: Media Channels & Choices
Speakers: Jeff Holland, Southwestern Bell Direct Marketing; Linda Callahan, Senior Vice President, Leon Henry, Inc.; Chris Hulse, President, Madison Direct Marketing, Ltd.; John Logan, Special Projects Manager, Ameritech Advertising Services
Discuss in detail the reasons for success and failure of four case studies. Topics will include getting started, implementation, examples of successful offers, creative, print formats, cost-effectiveness, targeting specific groups, smart testing methods, continuation formulas, and response analysis.
** Understand how to use alternate media to cost-effectively generate leads and increase sales
** Discover essential ingredients of successful alternate media campaigns
** Learn how alternate media is fast becoming a mainstream marketing system for many direct marketers and other national advertisers
Direct Marketing Through Interactive TV -It's Finally Here! Is Your Company Ready?
Monday, October 25, 4:15 - 5:30 p.m.
715, Convention Centre, South Bldg., Level 700
Sponsored by The Association for Interactive Media (AIM)
Track: Media Channels & Choices
Speakers: Ben Isaacson, Acting Executive Director, AIM; Keith Kocho, CEO, Exte