fabianocoura.typepad.com · MOSCONE CONvENtiON CENtER SAN FRANCISCO CUStOMERS ARE ON A JOURNEY BE...

MOSCONE CONvENtiON CENtER SAN FRANCISCO

CUStOMERS ARE ON A JOURNEYBE THE DESTINATION

OPTimize all media channels

celebraTe excellence

discOver sOluTiOns

www.dma06.org

Come to San Francisco this October…and get

results.

The journey begins at DMA06!

MOSCONE CONvENtiON CENtER

SAN FRANCISCOO C t O B E R

14-192 0 0 6

O C t O B E R

14-192 0 0 6

register today and SAVE UP TO $100

Featuring Keynote

Sir Richard Branson

Thousands of the world’s most

successful marketers make

it their business to attend…

shouldn’t you?

• Thrilling Keynote speakers, including:

— Sir Richard Branson, chairman, virgin Group of companies

— Paula A. Sneed, executive vice President, Global marketing resources & initiatives, Kraft Foods, inc.

— John Battelle, co-founder of WireD and best-selling author of The Search

• More than 140 sessions covering every conceivable area of marketing for every level of experience

• The international echO™ awards Gala hosted by emmy-award winning comedian, Dana Carvey

• a jaw-dropping Exhibit Hall that consistently generates more partnerships, ideas, and business than all other marketing conferences

Come to San Francisco this October…and get results.

Thousands of the world’s most successful marketers make it their business to attend…

shouldn’t you?

www.dma06.org

• AAA Life Insurance• Alaska Airlines• Ameriprise Auto & Home Insurance• America Online (AOL)• American Eagle Outfitters• Best Buy• Boardroom Inc.• Capital One• Charles Schwab• Citigroup• ClosetMaid• Comcast• Condé Nast Publications• Delta Air Lines• DIRECTV• Frost Bank• General Motors• Hallmark

• Hasbro Toys• Harvard Health Publishing• Hewlett-Packard• Home Depot• Intellidyn• J. Jill• Jacobs & Clevenger• John Deere• Kodak Graphic Communications

Group• Kraft Foods/Gevalia Kaffe• Macy’s South• Manulife Financial (John Hancock)• Marriott Vacation Club International• Meredith Corporation• Microsoft Corporation• National Geographic Society• NCR Corporation

• New York Life Insurance/AARP• Avaya, Inc• Readers Digest• Schwan’s Home Service• Sharper Image• Sony Business Europe• Subaru of America• The Metropolitan Museum of Art• The Scottish Gourmet USA LLC• The U.S. Postal Service• Time Warner Cable• Travelport, Inc.• Turner Sports New Media • Unica Corporation• U.S. Postal Service• Vermont Teddy Bear Company• Wine Country Gift Baskets

Attend the world’s largest marketing event and gain insight from top strategists and practitioners from leading organizations including:

PRSRt StD U.S. PostagePAID

Direct Marketing Association, inc.1120 avenue of the americas

new York, nY 10036 usa

StrategieS and trendS production brand and

direct liSt/databaSe

Moving Beyond Customer-Centric

Marketing – What’s Next for Best Buy?

Quit Throwing Money Away! A CitiFinancial Mortgage Case Study

Segmentation Dramatically Increases Time Warner Cable’s

Direct Mail ROI

Nine Deadly Mistakes in Database Marketing

B-to-I: What Is it, Why It Matters and How to

Approach It

Data Quality Report – Are You Doing as

Good as You Think You Are?

The Wiki Effect: How to Leverage Collective Intelligence to Increase

Sales

Managing Data for A Multichannel

World

Leveraging Incremental Response Modeling to Minimize Coupon Waste and Profit Loss

A Marriott Vacation Club International

Case Study

Multivariable Testing: Secrets of Success From Condé Nast Publications and Ameriprise Auto &

Home Insurance

The Secrets of Test Design Strategies: A “How-To” for Direct

Marketers

Strategies for Segmenting the Mature

Market

Enhancing Your ROI: Modeling Secrets

The Next Big Thing: Why You Need a Database for

Prospecting and How to Get One

New Movers Programs – A Cost Effective way to Grow Market Share

and Revenue

The New Brand Contract: Integrating

Brand with Direct

Direct Marketing in a Branding World

What Response Rates Won’t Tell You (and You Really Need to Know)

Awaiting Convergence: Bringing Brand & Direct

Together

Building Brands and Driving Response: Striking the Right

Balance

Delivering the Optimal Customer Experience

through Ultimate Branded Retail

Experience

Innovating in Branding and Winning in Direct

Marketing

Brand DRTV: Go-To-Market Strategies

Amaze Your Co-workers: Predict

Response and Orders

Are You Still Printing the Old-Fashioned Way?

Hitting a Moving Target: New Options for Last

Minute Change of Delivery Address

Pushing the Envelope: Using 3D Mailers in B2B

Lead Generation

Variable Data Printing…Is It for Real?

King Content: Is Custom Publishing the Crown Jewel of Marketing?

Direct Mail: It’s Not Your Father’s Oldsmobile; It’s

Fresh, It’s Global

Minimizing Postal Expense without Carpet

Bombing

Multichannel Trends Including the Impact

of Search and Affiliate Marketing

Sony Business Europe: A Data-Driven

Marketing and Sales Strategy

What’s Happening in the World’s Most

Dynamic DM Market?

Is Your Brand Burning Online?

Break Through the Clutter: Push and Pull Direct Marketing to

Captivate Consumers

Online Marketing: New DMA Requirements...Dealing with Today’s

Reality in the Marketplace

International Direct Marketing: How Flat is

Our World?

Increasing Customer Repurchase:

A Toyota Case Studya

agenda at-a-glance

Marketing Performance Management –

Leveraging Direct and Media Measurement

All Customers Are Not Created Equal…

Multichannel Programs That Deliver Success

“Extreme Integrated Marketing” Case Study

The Top 15 Data Problems That Plague B-to-B Marketers, And

How To Fix Them

Targeting Practice: How Top Retailers Are Using

Databases Today

From 0-60 – The Design and Development

of Medialive’s B-to-B Database

Multivariate Testing for Success

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direct Mail Meets custom publishing with Stellar results

reputing: principles and implementation Methods of aligning brand reputation

KeYnote: John battelle, best-Selling author of “the Search: How google and its rivals rewrote the rules of business and transformed our culture”

KeYnote: Sir richard branson, chairman, Virgin group of companies

exhibit Hall open

Marketer of the Year award and Keynote: paula Sneed, eVp, global Marketing resources & initiatives, Kraft Foods inc.

exhibit Hall open

international ecHotM awards gala

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direct MarKeting boot caMp

agenda at-a-glanceSee All Session Descriptions on Pages 20-53

creatiVe StrategY and execution acquiSition, relationSHip, and loYaltY MarKeting interactiVe MarKeting analYticS/reSearcH

DM Basics: Art and Science of Direct

Marketing Part 1


Marketing Part 2

Essentials of Predictive Modeling and Segmentation

Part 1

Essentials of Contact Strategy and

Relationship Marketing Part 2

Adventures in Creative Strategy

Key Lessons from Secrets of Direct

Copywriting Part 1


Copywriting Part 2

Production Strategies

Breaking the Rules: Creating Dazzling, High-Performance

Direct Mail

Creative with a Salesman’s Edge

– Making your Creative Do Its Job More

Powerfully

Effective Copy for All Media

This Worked, That Didn’t

Winning Baby Boomers as Customers Through

Direct Marketing

Harnessing Human Behavior: 10 Steps to Must-Read Mailings

Dear Reader: The Lost Art of Personal Letter-Writing in Direct Mail

Fixing Broken DM Programs Fast – 8

“Must-Know” Methods for Saving the Bacon

Creative Masterclass

48 Sure-fire Tips For Increasing Your Web

Conversion Now

HEADLINE BOOT CAMP!

Online Creative Essentials – Engaging

Customers with Superior Execution

Increasing B-to-B Response Through

Promotional Inclusion

Revising Creative to Revitalize Sales

Get in Touch with the Hard to Reach

Executives

20 Ways to Boost Response Rates: Subject Lines, Content, and Creative Tests

How Blending Analytics and Creative Resulted in a 60% Breakthrough

Package

25 Questions That Will Help You Develop a Creative Strategy to

Drive Web and Direct Sales

This Session is All About YOU

Extreme Catalog Makeover: Creative Transformations that

Sell!

Creative Tips & Tricks – Maximizing

Marketing ROI

Using Mail and E-Mail to Boost Nonprofit

Response

Long Live the Print Catalog!

HPshopping.com’s Catalog Success

Grand Unification Theory – Achieving Seamless Creative

Integration Across Every Channel

Loyalty Leaders Tell All: Lessons Learned from

the Trenches

Subaru’s Secrets to Continually Increasing

Service Loyalty

Neurographix: Match Your Message to the

Mind of your Customer by Using Their Thinking Style to your Advantage.

Don’t Bombard Consumers with Mass Market Advertising. Woo Them Online!

Direct Marketing Growth…Why You

Can’t Afford to Ignore it

Tips, Tricks and Secrets to Creating a National

Lead Generation Campaign with a

Market-to-Market Focus

Leveraging Inbound Technology for a Strong

Customer Experience

Retention Strategies and Proven Tactics for Continuity Marketers

Insert Media’s Role in a Multichannel World – A Solid Acquisition Vehicle

Breakthroughs in Opt-In Marketing: Learn the

Strategies that Are Helping Microsoft

Achieve Opt-In Rates of 40% Plus, Worldwide!

Marketing to the Customer Lifecycle: How Pitney Bowes Increased

Response 350%

Moving from USPs to ESPs – Capturing

Lifetime Value Through Innovative Emotional Marketing Strategies

The Art and Science Of Touching People

(without Going to Jail) In A Real-Time, Wired, On-Demand Marketing

World

Three Heads Are Better than One: A DIRECTV

Case Study

Event-Based Marketing to Behavior Based Marketing (Trigger Based Marketing)

Creating & Marketing to High Value Segments on

a Shoestring Budget

Power Segmentation for Search Marketers

Case Study: Keeping It Exclusive: How a Private Affiliate Program Can

Meet YourGoals

Stop Losing Customers Before You Get Them:

The Power of Real Time E-Mail Address

Validation

How Vermont Teddy Bear Is Reaping the Benefits of a New

E-Commerce System

SEM 201: Next Generation Search

Beyond Initial ROI – Utilizing Your Brand to Improve Your Search

Marketing Results

Utilizing RSS to Boost E-Commerce Traffic and

Revenue

Boosting Conversion Rates: Best Practices from MarketLive’s Online Merchants

Stop Benchmarking and Hit the Trenches: Guerilla Tactics for

Web Site Effectiveness

Waste Not: Generating Only Quality Leads

Online

Blogs, Podcasts and RSS: New Tools for

Customer Acquisition and CRM

How to Best Leverage Search Marketing and Web Analytics to Drive

Leads

Decoding the DNA of Brand-Based DRTV

Start Your Marketing Engines:

Turner Sports Shares E-Mail Best Practices

10 Ways to Improve Your E-Mail Reputation

What’s in the ePostal Box: The Impact of 1:1

Marketing on Consumer Response – Tales from

the Field

Seek, Ask & Serve – How to Use E-mail, Surveys & Search to

Succeed

The Industry Experts Guide to Interactive

DRTV

Generating Profitable Long-Term Customers

Through DRTV

Paid Search Check-up: A Complete Physical for Pay-Per-Click ROI

From the Front Line: Top E-Mail Executives Shed Light on Industry

Challenges

Radio 101 – Your Complete Guide to

Direct Response Radio

Add Relevancy & Accountability to

Your Marketing with Enterprise Marketing

Automation

How to Fry Phish and Not Get Burned

Ch-Ch-Ch-Changes: Critical Developments in Privacy and Data Security Legislation

The Ten Legal Direct Marketing Mistakes

Most Commonly Made in the EU and How to

Avoid Them

What Numbers Should I Be Looking at on

Monday Mornings?

Understanding the Role Your Retail Locations Play in Your Direct

Marketing Campaigns

Boomers & More – Mastering the 50+

Marketplace

How Does a $500K Test Budget Garner

$8 Million Dollars Worth of Learning?

Leveraging the Power of Research via Integration with Customer Analytics

The Celebrated Matchback: Why You Should Be Doing It!

Statistical Modeling for Customer Acquisition,

Cross-Sell, and Retention: A Holistic Approach to

Driving Customer Lifecyle Management

The Genetic Jackknife Method: 3-in-1 Tool

for Variable Selection, Data Mining and Model

Building

Analytical Roadmap – The Marketer’s Map to

Improved ROI

Enough Hype – What Is The Real Hispanic Market Opportunity

Head-to-Head: Top Analysts Pit Their

Models Against Each Other and You Win

How to Maximize Your Catalog’s Multichannel

Sales & Profit

Direct Marketing Metrics in a Multichannel

World: What to Track and Why

DMA 15th Annual Business Review – 2007 Economic Forecast and

More



radical direct advertisingtHougHt leader ForuMS (concurrent):

Securing Your brandtHougHt leader ForuMS (concurrent):

KeYnote: Sir richard branson, chairman, Virgin group of companiesKeYnote: Sir richard branson, chairman, Virgin group of companies

exhibit Hall openexhibit Hall open

Marketer of the Year award and Keynote: paula a. Sneed, eVp, global Marketing resources & initiatives, Kraft Foods inc.

Marketer of the Year award and Keynote: paula a. Sneed, eVp, global Marketing resources & initiatives, Kraft Foods inc.

exhibit Hall openexhibit Hall open

4:30 p.m. –5:30 p.m.

11:00 a.m. –12:15 p.m.

1:45 p.m. –2:45 p.m.

3:00 p.m. –4:15 p.m.

8:30 a.m. –9:30 a.m.

11:15 a.m. –12:15 p.m.

2:45 p.m. –4:00 p.m.

4:15 p.m. –5:15 p.m.

6:30 p.m.

9:00 a.m. –10:00 a.m.

10:15 a.m. –11:30 a.m.

11:30 a.m. –12:30 p.m.

8:45 a.m. –10:30 a.m.

10:30 a.m. –7:00 p.m.

9:30 a.m. –5:00 p.m.

10:00 a.m. –11:00 a.m.

Pre-conferenceSAT :: oCT 14

10:00 A.M. - 4:30 P.M.

databaSe MarKeting

10:00 A.M. - 4:30 P.M.

direct MarKeting uniVerSitY

10:00 A.M. - 4:30 P.M.

e-Mail MarKeting

10:00 A.M. - 4:30 P.M.

FaSt & FuriouS creatiVe tune-up

10:00 A.M. - 4:30 P.M.

SearcH engine MarKeting

SUN :: oCT 15

9:00 A.M. - 3:30 P.M.

databaSe MarKeting

9:00 A.M. - 3:30 P.M.

direct MarKeting uniVerSitY

9:00 A.M. - 3:30 P.M.

e-Mail MarKeting

9:00 A.M. - 3:30 P.M.

FaSt & FuriouS creatiVe tune-up

9:00 A.M. - 3:30 P.M.

SearcH engine MarKeting

PoST-conferenceWeD :: oCT 18

2:00 P.M. - 4:00 P.M.

beSt practiceS in cuStoMer acquiSition and loYaltY

2:00 P.M. - 4:00 P.M.

branding FundaMentalS

2:00 P.M. - 4:00 P.M.

creatiVe StrategY and execution

2:00 P.M. - 4:00 P.M.

drtV

2:00 P.M. - 4:00 P.M.

Mobile MarKeting

THUR :: oCT 19

9:30 A.M. - 4:00 P.M.

beSt practiceS in cuStoMer acquiSition and loYaltY

9:30 A.M. - 4:00 P.M.

branding FundaMentalS

9:30 A.M. - 4:00 P.M..

creatiVe StrategY and execution

9:30 A.M. - 4:00 P.M.

drtV

9:30 A.M. - 4:00 P.M.

Mobile MarKeting

international ecHotM awards gala international ecHotM awards gala

MoScone convenTion cenTer San FranciSco

cUSToMerS Are on A JoUrneYBE THE DESTINATION

oPTIMIze All MeDIA CHANNelS

CelebRATe exCelleNCe

DISCoveR SolUTIoNS

www.dma06.org

come to San Francisco this october…and get

results.


MoScone convenTion cenTer

San FranciScoo c T o B e r

14-192 0 0 6

o c T o B e r

14-192 0 0 6

Register today and SaVe up to $100

Featuring Keynote

Sir richard branson

thousands of the world’s most



shouldn’t you?

• Thrilling Keynote Speakers, including:

— Sir richard branson, Chairman, virgin Group of Companies

— paula a. Sneed, executive vice President, Global Marketing Resources & Initiatives, Kraft Foods, Inc.

— John battelle, Co-founder of WireD and best-Selling Author of The Search


• The International eCHo™ Awards Gala hosted by emmy-award winning Comedian, dana carvey

• A jaw-dropping exhibit Hall that consistently generates more partnerships, ideas, and business than all other marketing conferences

come to San Francisco this october…and get results.


shouldn’t you?

www.dma06.org






PrSrT STD U.S. Postagepaid

Direct Marketing Association, inc.1120 Avenue of the Americas

New York, NY 10036 USA

Join your customers on a new path…

Begin the Journey to DMA06

Your customers are searching, communicating, and connecting in new

ways. To succeed, you must engage them at every turn — becoming

their guide, companion, and destination!

Today’s customers know more about marketing than the average

marketing professional did 10 years ago. They recognize your tactics,

they see through fancy creative, they reward integrity and reject empty

hype. They look to consumer-generated information to evaluate your

business, products, and services and they share their own opinions

and experiences with others.

This is an exciting time for marketing. Your customers are reaching out to you.

Come to DMA06 to learn how thousands of the world’s best marketers are rising to the occasion.

Prospects and customers are no longer your target — they’re your partners.

Embrace a new mindset. Engage your customers. Reap the rewards.

TablE of conTEnTs

Keynote speakers4

EcHo awards ceremony & Gala6

special Events7

Exhibit Hall10

Pre-conference Intensives12

Post-conference Intensives14

sessions by level & Discipline18

Track Descriptions16

san francisco Guide54

Registration Policies55

Hotel Registration56

w w w. D m a 0 6 . o R G

Begin the Journey to DMA06

L E A R NHone your skills with more than 140 sessions and pre-and

post-conference, intensives, mixing fresh new subjects with

“back by popular demand” favorites.

S O LV EHear an amazing array of top experts, thought leaders, and

keynote speakers share cutting-edge marketing insights,

and explore the latest tools and solutions from hundreds of

exhibitors to help face your challenges and surpass your goals.

N E T W O R KConnect with potential partners, clients, and vendors in the

world’s largest marketing exhibit hall, and mix and mingle at

dozens of receptions, roundtables, interactive sessions, and

social soirées.

S A N F R A N C I S C OAnd to top it all off, experience the wonders of one of the

most exciting and cosmopolitan cities in the world! From

world-class dining to a plethora of sights and sounds, San

Francisco has something for everyone.conference Registration57

Thought leader forums5

sessions by Track20

�

keynote speakers

Monday, october 169:30 a.m. – 10:30 a.m.

sir Richard branson

chairman, Virgin Group of companies

Business magnate, entrepreneur, thrill seeker, and CEO are just a few of the words that come to mind when people think of Richard Branson. The founder of the Virgin empire will kick off DMA’s flagship conference at Monday’s opening general session. He’ll share the Virgin story that began in 1970 as a mail order record retailer and has grown into what is today the Virgin Group of Companies - 200 of them in more than 30 countries! This is a don’t miss session where you’ll hear first-hand about Virgin’s brand and direct marketing efforts and how they optimize multiple channels.

tUeSday, october 1710:00 a.m. – 11:00 a.m.

Paula a. sneed

executive Vice President, Global Marketing resources & Initiatives, Kraft Foods, Inc.

Marketing veteran Paula A. Sneed is Executive Vice President of Global Marketing Resources and Initiatives for Kraft Foods Inc. She is responsible for worldwide leadership and oversight of marketing resources functions, including consumer insights and strategy, media, advertising, digital and consumer relationship marketing, pack-aging and brand design, consumer promotions, marketing alliances, and other marketing disciplines for more than 100 major food brands. Join us for this information-packed session where Paula Sneed will share her indus-try expertise and vision in this ever-changing marketplace.

WedneSday, october 1810:15 a.m. – 11:15 a.m.

John battelle

co-founder, Wired, and best-Selling author of The Search

The rise of search, RSS, blogs, and new forms of marketing is forcing traditional marketers to rethink how they get their message out. And the larger your company, the more the Internet has become the medium through which customers are interacting, judging, researching, and finding your products. John Battelle, who is truly flu-ent in this medium, will energize the audience with innovative ideas and cutting-edge strategies.

thought leader forums

Fresh Insights That Will Inspire

keynote speakers

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MonDAY, oCToBer 16, 2006 | 1:45 p.m. – 2:45 p.m.

securing Your brand: Exploring strategies to Protect Your brand in the online space

moDERaToR:

Matt Blumberg, CEO & Chairman, Return Path

THouGHT lEaDERs:

Todd Bransford, Vice President, Marketing,Cyveillance Aaron Kornblum, Internet Safety Enforcement Attorney, Microsoft Corporation Mark Rasch, SVP & Chief Security Counsel, Solutionary

Online Brand abuse is neither a new concept nor recent development. Leading brands and the intellectual property of successful companies are falling victim to “hostile tactics.”

Whether these tactics are product piracy, unwanted brand association, e-mail fraud, phishing or identity theft, CEOs need to become keenly aware and empowered with aggressive strategies to regain control while preserving brand equity and rescuing potentially lost revenue. Our panel of marketers and online risk managers will provide you with criti-cal, thought-provoking solutions and in-depth analysis of the issues at hand.

Direct mail meets custom Publishing with stellar Results

moDERaToR:

Chris Schraft, President, Time Inc. Content Solutions

THouGHT lEaDERs:

Additional panelists from Cingular and Harrah’s to be announced.

Today’s winning organizations subscribe to a critical marketing impera-tive: to create and sustain profitable, long-term, relationships with their best customers. For the past several years, market leaders have recog-nized the tangible benefits of integrating custom publishing and direct marketing into one creative execution. By implementing sharp design and highly relevant editorial on a variety of platforms, and by including incisive customer data, highly versioned brand messages and personal-ization techniques, organizations are dramatically increasing customer acquisition, retention, and long-term profitability. The result: persua-sive, brand focused content that connects, shifts attitudes and behaviors and drives a measurable ROI.

During this thought-provoking session attendees will explore the proven marketing value of Strategic Content Platforms that engage and inform a company’s best customers with relevant editorial and compel-ling creative, while integrating time-tested direct marketing techniques to influence customer behavior and drive ROI.

TuesDAY, oCToBer 17, 2006 | 4:15 p.m. – 5:15 p.m.

Radical Direct advertising: The marketing for the 21st century-Dragging advertisers Kicking and screaming into the future

THouGHT lEaDER:

John Roska, CEO and Chief Creative Officer, Roska Direct Advertising

According to a poll of the Association of National Advertisers, adver-tisers want two things: to build their brand and create accountability. And neither direct marketers nor traditional brand agencies are provid-ing both. Hear one of the industry’s most controversial thought-leaders describe the theory, application, and implementation of Radical Direct Advertising– a new discipline that fuses the best elements of brand and direct to deliver what advertisers so desperately want and need–the ability to build their brand and show real, meaningful results from their advertising at the same time.

One thing can be said, John Roska will continue to drag marketers kick-ing and screaming into the future in his latest installment of his quest to break down the walls between the traditional brand and direct ap-proaches. In this dynamic session, you’ll discover why pure “brand” and pure “direct” approaches are no longer valid and you’ll gain an un-derstanding of how failed attempts at integration have paved the way for fusion.

Reputing: Principles and Implementation methods of aligning brand and Reputation

moDERaToR:

Kasper Nielsen, Managing Director, Reputation Institute

THouGHT lEaDERs:

Additional panelists to be announced.

Companies are faced with a new challenge: branding campaigns are seen as a smart way to obtain stakeholders buy-in when supporting the company, but surrounding conversations within media, and blogs be-tween stakeholder groups, are interfering with the branding message. This results in a situation where companies are not generating the re-turn on investment they seek from their marketing activities. The key challenge remains to align brand and reputation so they complement each other. Companies that exponentially achieve this create value from their reputation.

thought leader forums

Forums That Address The Hottest Trends

H o s t e d b yD a n a c a Rv E Y

special events

�

special events

tUeSday, october 17Gateway ballroom Moscone convention center

6:30 p.m.Black Tie Optional

Be front and center for direct marketing’s night of excellence. You’re in for an excit-ing and entertaining look at the year’s best direct and interactive marketing campaigns. See how marketers from around the globe developed stellar campaigns with brilliant strategy, revolutionary creative, remarkable database technique, planning, and of course, astounding results.

This year, we’ll be awarding ECHOs across 12 fundamental business categories. Follow-ing tradition, 8 premier awards will also be presented: Gold, Silver, Bronze, The Best in Show – ECHO Diamond, Hoke Award, ECHO Digital, USPS Gold Mailbox, and the A. Eicoff Broadcast Innovation Award.

Celebrate in style – all evening long! This year’s gala is not just about handing out awards, you’re invited to mix and mingle pre-show with live music and an open bar. Then sit down to a full dinner and enjoy the presentation hosted by Emmy-award-win-ning comedian Dana Carvey. Afterwards the band heats up, the bar stays open, and the guests party into the night! Don’t miss this full-scale celebration of creative energy from around the world.

Dana made his screen debut in This is Spinal Tap. He was on NBC’s Saturday Night Live for seven seasons, from 1986 to 1992, where among other things, he did impressions of George Bush, Ross Perot, Dan Quayle, Johnny Carson, Jimmy Stewart, and Woody Allen. Dana has stared in a variety of movies, including the block-buster hit Wayne’s World.

EcHo GallERY lounGERelax and review this year’s award-winning entries at the ECHO Gallery Lounge. The Gallery Lounge is a showcase of creative excellence. Get an up-close look at the best of the best in direct marketing. Gain insight from reading and studying the elements of the latest winning campaigns.

casE sTuDY PREsEnTaTIons bY EcHo awaRD wInnERs

Monday, october 1611:00 a.m. – 12:15 p.m.

3:00 p.m. – 4:15 p.m.

tUeSday, october 1711:15 a.m. – 12:15 p.m.

2:45 p.m. – 4:00 p.m.

Here’s your chance to meet with and learn from this year’s ECHO Award winners. Find out how they crafted the campaigns that helped their customers succeed and earned them the envy of their direct marketing peers.

note: admission to the EcHo awards Gala is included with certain conference packages. check your conference package for details.

Celebrating excellence in Direct Marketing

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HALL oF FAMe AWArDs LunCHeontUeSday, october 1712:30 p.m. – 1:30 p.m.

HonoRInG InDusTRY vanGuaRDs

Established in 1978, the DMA

Hall of Fame honors direct and

interactive marketing professionals’

outstanding career contributions to

the practice, growth, and stature of

the direct and interactive marketing

discipline.

Join us at a special luncheon honor-

ing this years inductees:

Dick cabela

Dick Cabela founded Cabela’s, the World’s Foremost Outfitter of hunting, fishing and outdoor gear in 1961. The company produces more than 76 different catalogs per year, including specialty books focus-ing on such outdoor pursuits as archery, fly-fishing and boating, as well as massive Spring and Fall master catalogs. Interna-tionally known as a source of affordable, high-quality outdoor equipment, Cabela’s catalogs are shipped to all 50 states and 120 countries.

In 2001, the Cabela’s Catalog was ranked as the fifth most popular catalog, behind such direct-mail giants as J.C. Penney and Sears, in a Consumer Shopping Survey administered by Catalog Age magazine.

DonalD kuhn

Don Kuhn, who passed away in 2005, began a career in nonprofit fundraising in the early 1950’s. He joined what is today the American Lung Association, starting out working for their Chicago Affiliate. Eventually his success there, in the Florida affiliate, and in Michigan, led to a position at the national headquarters as head of their fundraising divisions.

In 1979, Kuhn accepted a position with the Walter Karl Company as senior vice president of their fundraising division. In his years with Walter Karl, he influenced many of today’s outstanding fundraising professionals, clients, and vendors.

In 1993, Kuhn assumed a consulting position with May Development Services where he continued his mentoring and consulting work, emphasizing exemplary donor management and sound fundrais-ing practices.

John F. Temple

John F. Temple is Presi-dent & CEO of Guide-post, one of the nation’s largest paid-circulation magazines. In addition to its flagship publication, Guideposts pro-vides a variety of inspirational magazines, books and related products, and ministry programs to nearly 15 million people every month. John’s current position caps a distinguished career in publishing that began at Reader’s Digest. He started work-ing at Guideposts in 1973, first in human resources, then as marketing director and later as executive director. In 1991, John was appointed president and chief execu-tive officer.

senIor suMMITMonday, october 1611:00 a.m. – 5:30 p.m.

the argent Hotel

This exclusive event is intended for senior executives who are facing new realities in today’s dynamic marketplace. As market-ing strategies are becoming more aligned with overall corporate objectives, senior executives are faced with the challenges of multichannel optimization, resource allocation, and talent definition. This senior level forum will examine issues and provide strategic solutions for today’s executive marketer.

Note: Participation in the Senior Officers Summit is intended for SVP’s and above. If you’d like more information about qualifi-cations as an attendee, please contact Katie Cunningham at 212.768.7277 ext.1685 or [email protected]. You will be asked to provide your name, title, and a brief description of your company.

WeB usABILITY LABsJoin this informative and interactive session, run by Web usability expert Kelly Goto of gotomedia, that will give you insight about customer experiences on Web sites. These labs offer a peek at what a customer experiences when they visit B-to-C and B-to-B Web sites. An attendee will navigate a Web site while the audience observes. Then, experts will offer solutions for improvement.

Ask-THe-exPerTs rounDTABLesCome and sit in on the roundtables that happen throughout the Conference in the Exhibit Hall and gain valuable insights and perspectives from direct marketing experts Pat Campbell and Gordon Grossman (to name a few).

special eventsspecial events

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special events

nonProFIT

Dma nonPRofIT fEDERaTIon REcEPTIon

tUeSday, october 174:00 p.m. – 6:00 p.m.

Please join the DMA Nonprofit Federation for a networking reception especially geared for nonprofit fundraisers and colleagues who are attending the Nonprofit Day at DMA06. It’s a great opportunity to catch up with your friends and colleagues and meet new ones after an intense day of learning.

Please RSVP to Helen Lee at [email protected] or 202.861.2496.

InTernATIonAL

InTERnaTIonal anD wEEKEnD aTTEnDEE wElcomE REcEPTIon

SatUrday, october 146:30 p.m. – 8:30 p.m.

San Francisco Marriott

This annual event, which kicks off the confer-ence each year, is THE place where old col-leagues and new friends come to meet, share ideas, or build lasting business relationships.

Thank you to our sponsor, Data Services, Inc.

InTERnaTIonal councIl REcEPTIon

Monday, october 166:00 p.m. – 7:30 p.m.

Expand your network, and join friends and associates for an enjoyable evening of cock-tails, hors d’oeuvres and great networking.

Separate registration required.

Global lEaDERs foRum

Monday, october 164:30 p.m. – 5:30 p.m.

direct from the Leaders: a Five country overview on the State of their Industries

In this relaxed, diverse and informative session, managing directors from the direct marketing associations of five countries will provide an overview of the state of the industry in their country. They will look back and forward at the important economic and political issues of the day for their markets This is a “don’t miss” session for anyone with international interests.

moDERaToR:

Charles Prescott, Vice President-Interna-tional, Direct Marketing Association

Global lEaDERs:

Alastair Tempest, FEDMA Bostjan Zrimsek, Slovenia Additional leaders to be announced.

InTERnaTIonal DElEGaTEs lounGEThe International Lounge provides delegates a place to relax between conference sessions. Refreshments and internet access are pro-vided throughout the conference day.

This exclusive area offers a quiet, retreat-like setting and access to refreshments, or a place to meet and network with your peers. Hours of operation mirror the conference schedule

MArkeTer oF THe YeAr AWArD tUeSday, october 17 oPenInG GeneraL SeSSIon10:00 a.m.

Formerly the DM DAYS Marketer of the Year Award, the DMA Marketer of the Year Award will be presented at this year’s DMA06. Established in 1968, the Marketer of the Year Award recognizes the achieve-

ment, innovation and leadership of an indi-vidual whose work represents the very best in direct and interactive marketing.

DMA sPeCIAL InTeresT CounCILsThe DMA Special Interest Councils are in-timate networking groups organized around specific industries and markets. Membership is available exclusively to employees of DMA member companies; however, all conference attendees and exhibitors are welcome at any of the events the various Councils will be hosting throughout the conference.

THE councIls lounGEThis exclusive lounge offers a quiet, retreat-like setting with internet access, refreshments or a place to meet and network with your peers. Hours of operation mirror the confer-ence schedule.

oPEn councIl mEETInGsAre you interested in becoming a DMA council member? Or, do you simply want to investigate what these hard-working councils do for the direct marketing community? Whether it’s the teleservices community or our popular analytics group, come find out at one of the many open council meetings. For a complete list of events along with date and times, please visit our Website at www.dma06.org for more information.

nETwoRKInG EvEnTsThese well-attended gatherings are an ideal way to network and make connections with our council members. From the Broadcast Council to Search Engine Marketing, we have a networking meeting for you.

direct marketing educational foundation

special events

DmEf awaRDs DInnER

SatUrday, october 14the Fairmont Hotel

7:30 p.m. – 11:00 p.m.

Help the Direct Marketing Educational Foundation (DMEF) cele-brate as we honor our 2006 Edward N. Mayer Educational Leadership Award recipient, David Florence of Direct Media, and present our Corporate Leadership Award to The Martin Agency. Reserve now! Sell-out crowd expected; space is limited.

Contact Laurie Spar 212.768.7277, ext. 1335 or [email protected] for details on sponsorships and advertising for this fundraiser.

DmEf aucTIon foR EDucaTIonDMEF’s “Auction for Education” will feature DMA seminars, confer-ences, research studies and publications, and trade advertising. Great business services bargains for you and your staff ! Funds raised will help sponsor college direct/interactive marketing educational and training programs across the nation.

Online bidding begins September 6 at www.dmefauction.org. Visit the DMEF Auction for Education Booth at the Moscone Center to learn about the DMEF and to place your bids.

18TH annual DmEf EDucaToRs confEREncE

SUnday, october 158:30 a.m. – 4:30 p.m.

San Francisco Marriott

DMA delegates are cordially invited to attend DMEF’s academic research-based conference. Peer-reviewed papers are presented by the authors and discussed by panels of practitioners and academics. A keynote session will feature Luke McKeever, Executive Vice President, Alterian, who will discuss global direct marketing. Afternoon sessions will include special interest tracks and research-in-progress.

Information about papers and special topic sessions can be found at www.educatorsconference.org. All delegates are welcome.

DmEf collEGE DaY

Monday, october 16Moscone convention center

College students and faculty from the San Francisco area will experi-ence the opening day of DMA06 as guests of the Foundation and DMA’s Northern California Chapter.

Contact [email protected] for more information.

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direct marketing educational foundation

THE Dma REsouRcE cEnTER & booKsToRE

Visit the DMA Resource Center to learn more about how the Association can help you become a more relevant, responsible, and result-oriented direct marketer.

Find out what DMA is doing in the areas of Advocacy, Brand Building, Education, Research, and Networking to help you improve your bottom line.

And while at the DMA Resource Center, check out the DMA Bookstore. It’s your one-stop solution for the vital data and research that direct marketers around the globe rely upon to help guide their organizations’ success.

exhibit hall exhibit hall

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Whether it’s the latest Search Engine Marketing technologies or the hot-test in Catalog Marketing solutions, take the journey to this vast exhibi-tion. Visit face-to-face with leading suppliers marketing solutions and technologies and develop partnerships that will enhance your marketing mix and maximize ROI. Here’s a small sample of the channels where you can find your marketing solutions:

•AdandCatalogAgencies

•AffiliateMarketing

•BroadcastMediaBuyersandProducers

•DatabaseMarketing

•DirectMarketingMedia

•E-CommerceMarketingServices

•Inquiry&LeadGeneration

•InternetServices

•ListBrokers/Compilers/Managers

•OnlineContentManagement

•PaymentProcessingServices

•PrintServices

For those who want to broaden their marketing knowledge, turn to the InTERnaTIonal PavIlIon with exhibitors who can navigate you on your journey abroad. Learn about the resources you’ll need to successfully plan and execute your international marketing plan.

vIsIT THE InTERacTIvE maRKETInG HallLearn to harness the newest interactive technologies to better serve your customers and prospects! This technology packed exhibition will show-case the latest online, e-mail, Web, and interactive tools and resources all in one place. With providers of E-mail Services, Online Security and Privacy, and Web Design and Development, this is a don’t miss exhibi-tion for those searching for the latest in interactive marketing solutions. Here is a sampling of solutions categories:

•E-CommerceApplications

•E-mailServiceProviders

•InternetProductsandServices

•MultimediaDirectMarketingSolutions

•OnlineContentManagement

•WebAdministration

GET THE mosT ouT of Dma06 wITH

MyDMA06 gives you the ability to search for the sessions, exhibitors, and people who will be most valuable to you at DMA06. Maximize the networking opportunities by setting up meetings with exhibitors and fellow attendees before you land in San Francisco. Look at session out-lines to confirm a session topic is right for you. With MyDMA06 you can build a customized conference plan that’s right for you.

To find out more on MyDMA06 go to www.dma06.org.

ExHIbIT Hall HouRs:

SUnday, october 154:00 p.m. – 6:30 p.m.

Monday, october 1610:30 a.m. – 7:00 p.m.

tUeSday, october 179:30 a.m. – 5:00 p.m.

a sPEcIal THanK You To ouR ExHIbIToR aDvIsoRY commITTEE mEmbERs

Journey to the World’s Largest Destination of Marketing solutions

barbara bowen

Millard Group, Inc.

megan corigliano

American List Counsel

gary dolderer

Global-Z International

kerry graham

Cross Country Computer

debora haskel

IWCo Direct®

marc klein

sC Fulfillment services

leland kroll

kroll Direct

donna mastrangelo

International Business systems, Inc.

karen mudron

experian

John papalia

statlistics

debbie roth

Japs-olsen

nancy Wiggins

Banta Corporation

exhibit hall exhibit hall

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21st Century Marketing3M Post-it Direct Response ProductsAbacusAbitibi ConsolidatedAccess Worldwide, Inc.AccuData AmericaAccuList USAACT ONE ListsActon International Ltd.Acxiom CorporationAdMailAdmiral PackagingAdrea Rubin Marketing, Inc.AEGON Direct Marketing Svcs., Inc.Aggressive List Management Inc.Alaniz LLCALCAllant Group, Inc.AlterianAmacai Information CorporationAmerican Baby GroupAmerican Customer Care, Inc.American Medical InformationAmerican Name ServicesAmerican Slide-Chart Corp.American Spirit Graphics CorporationAmerican Student ListAmerichip Inc.Anchor ComputerApplied Information GroupArnold Demmerer & PartnerArthur Blank & Co., Inc.Aspen Marketing ServicesAtriks, LLCAutomated Resources Group (ARGi)Avery Dennison-Business Media DivisionAvrick Direct Inc.AZ Direct GmbHB&W PressThe Ballantine CorporationBanta CorporationBCC Software Inc.Blue Ridge Paper ProductsBoxpilot, Inc.Bowers Envelope CompanyBrandt Affixing, Inc.BusinessCredit.comCallFXCallSourceCanada PostCapital DesignCapture ResourceCarney Direct MarketingCAS, Inc.The Catamount GroupCFS Promotional CardsChilcutt Direct MarketingChoicePoint Precision MarketingClaritas, Inc.Clay Creative GroupClipper MagazineCOCOM Inc.CohortsColfax Envelope Corporation

Commercial Envelope Mfg Co., Inc.Commercials On Hold/TransmediaCommunications Data Services, Inc.The ConnectionConsumer Benefit Services, Inc.Contact Marketing LLCContinental Envelope Cornwell Data Services, Inc.Corporate Express/InteliMail Div. Corporate GraphicsCPC AssociatesCPI Card GroupThe CPW Direct Mail GroupCreative Automation / Fulfillment XcellenceThe Credit IndexCreel Printing CompanyCross Country Computer Corp.CRT, Custom Products, Inc.D & BData Management MarketingData Partners Inc.Data Services DirectData Services, Inc.Database Direct, Inc.Database Marketing SolutionsDataQuickDecision Software, Inc.Delta Graphics, Inc.DHL Smart & Global MailDialAmerica Marketing, Inc.Diamond Envelope Corp.Direct Access Marketing ServicesDirect Data Capture Ltd.Direct GroupDirect Link WorldwideDirect Mail SolutionsDirect Media, Inc.Direct Response Media, Inc.Diversified Graphics IncorporatedDixonweb/Sleepeck Printing Co.DLT DirectDM NewsDM2Donnelley MarketingDonnelley Marketing Catalog VisionDunhill International List Co.Duplication FactoryEdith Roman AssociatesEDM Media GroupEducational Coin Co.Electronic Clearing House, Inc.eMailLabsEntertainment PublicationsePost Direct,® Inc.Equifax Marketing ServicesESRI Inc.Ethnic Technologies, LLCEuroDirect Database Marketing Ltd.ExperianFCL GraphicsFedExThe Fidelis Group, Inc.First American Real Estate SolutionsFocus USA

Fosdick Fulfillment CorporationFreedom Graphic Systems, IncFreshAddress, Inc.FulcrumFulfillment PlusFull Service MediaFun ExpressGenalyticsGetko Direct ResponseGift Certificate CenterGiftCertificates.comGlobal-Z InternationalGOT CorporationGreat Lakes Media TechnologyThe GRI Marketing Group, Inc.Group 1 SoftwareGuaranteed Direct Marketing, Inc.Hallmark Business ExpressionsHarte-HanksHauser GroupHearst MagazinesHewlett-Packard CompanyHolden Marketing GroupHomedata CorporationHoover’s, Inc.Hugo Dunhill Mailing ListHusky EnvelopeICOM Information & Communication Inc.IDG Communications List ServicesImpact International GroupInfinity Direct, Inc.InfoCision Management CorporationInfocore, Inc.InfolureinfoUSAInktel Direct Corp.Innovation AffairsIntegrated Print & GraphicsInteliusIntelligencer Printing CompanyInternational Business Systems, Inc.International Direct Mktg. ConsultantsInternational Direct Response Services, LLCInternational Direct Response, Inc.International Mailing Solutions, LLCInternational PaperIWCO Direct®Japs-Olson CompanyJB Dollar Stretcher MagazineJerome GroupJetJohnson & Quin, Inc.JR Direct Response InternationalJunction SolutionsJWT - Mature Market GroupKable News CompanyKanoodle.comKey-Mail CompaniesKnowledgeBase Marketing, Inc.Kodak Graphic Communications GroupKoeppel DirectKonik & Co.Kroll Direct Marketing

L.I.S.T. IncorporatedLake Group Media, Inc.Lauterbach GroupLehigh DirectLeon Henry Inc.LexisNexis Direct Marketing SolutionsLGP GEM Ltd.Lifestyle Change CommunicationsLighthouse List CompanyList Locators & ManagersList Service DirectList Services CorporationListFusionListrakLISTS Inc.Litle & Co.Logistical Marketing, Inc.Lorton Data, Inc.LSSILyris TechnologiesMackay Envelope CorporationMacromark, Inc.Madison Direct Marketing, LTDMagnetStreetMagnetic AttractionsMagnets 4 MediaMail Services, L.C.MailMarketing CorporationMailnet Services, Inc.Main Street DirectMal Dunn AssociatesManning Media InternationalMarketing & Media Services Inc.Marketing Information NetworkMarketryMBSMCHMCRB Service Bureau, Inc.M.E.R.-McDaniel Executive Recruiting Inc.MeadWestvacoMedia Advisors GroupMedia Horizons ManagementMediaspace SolutionsMelissa DataMembership Cards OnlyMeritDirectMerkleMetaResponse GroupMetroGroup Corp.Meyer Associates TeleservicesMH2DirectMillard Group, Inc.Millennium Travel & PromotionsMindFire, Inc.MintelMKTG ServicesMLAMMIModernPostcardMOKRYNSKIdirectMoney Mailer, LLCMoore WallaceMT&L Card Products

Nahan Printing, Inc.Name-Finders Lists, Inc.National Fulfillment ServiceNational/Atlantic Envelope CompanyNCRI List ManagementNewlineNooshNextMark, Inc.Nfocus ConsultingNovus Print Media NetworkOff The Wall MagneticsO’Neil Data SystemsOneDisc.com, Inc.OnTime CompaniesOutlook Group Corp.Pacific EastPacNet ServicesParadysz MateraPCS List & Information TechnologiesPeachtree Data, Inc.Phoenix Data ProcessingPhotoStamps.comPlastic Card SolutionsPlastic Graphic CompanyPM DigitalPossibleNOWPowerReviewsPPSPractical MarketingPremiere Global ServicesPremiere Marketing AutomationThe Premium ConnectionPrimeNet Marketing ServicesPrism Business MediaProduction Services AssociatesPropco / Promotions in TravelProspect Swetenhams Ltd.Publications InternationalPunch Graphix Americas, Inc.Pure Source, Inc.Quad/Graphics, Inc.Quadriga Art, Inc. / PEP Direct, Inc.QuantumDirectQuebecor WorldRadio Direct ResponseRayPress CorporationRedfield LabelResponse MediaREVShareRickard List MarketingRMI Direct Marketing, Inc.RSVP PublicationsRubin Response Services, Inc.Ruf Strategic SolutionsSAS Institute Inc.Satori Software, Inc.Saturn CorporationSC Fulfillment ServicesSearch Engine Optimization, Inc.SearchAdNetworkSendTec, Inc.SF Video, Inc.ShipShapesSilver Carrot, Inc.Singer Direct MarketingSK&A Information Systems

SmartFocus LTDSolar Communications Inc.SoundBite Communications, Inc.SourceLinkSouthwest Publishing & MailingSpecialty PrintingSpirit IncentivesSpringSRDSStanton Direct Marketing Inc.StatlisticsStephen Kimball DM CopywritingSteve Wexler Creative GroupStrictly Direct, Inc.Structural Graphics, LLCStudent Marketing GroupTABS DirectTarget + Response Inc.Target Marketing MagazineTelematch/Gannett Direct MarketingTension Envelope CorporationTeramediaTidewater DirectTMA List Brokerage & ManagementTowerData, Inc.TrackMyMail.comTraffix, Inc.Transamerican Mailing/Fulfillment, Inc.Transcontinental DirectTransUnionTriangle Marketing Services, Inc.TriplexTTC Marketing SolutionsUnica CorporationUnicor-Services Business GroupUnited States Postal ServiceUniventure, Inc.US MonitorUSA DirectV12Values By DesignVenture Direct WorldwideVerizon International TeleservicesVersari, USAVerticalResponse, Inc.VertisVestcomVistaPrintWalter KarlWalter Karl InteractiveWeb Direct Marketing Inc.WebLoyalty.comWilen GroupWorldataXeroxXPOYankelovich Partners, Inc.Yellow Pages I.M.A./Yellow Pages Direct Marketing GroupYES SolutionsYesMailZ-Card North AmericaZip Sort, Inc.

DMA06 Conference & Exhibition List of Exhibitors [as of June, 13, 2006]

[x+1]Accucast/Premier Acoona Corp.AdBriteAdvertising.comAXT Media Bleu Marketing Solutions, Inc.BlueLithium, Inc.Bluetree Direct, Inc.

Casale MediaClick Tactics, Inc.Commission JunctionCoregMediaDatabase Marketing SolutionsDatran MediaDid-it.comExactTargetFulfillment Systems, Inc.

GoogleGOT Corporation Habeas Inc.Harte-HanksiCrossingiPostIndros GroupL2LinkShare Corporation

Lyris TechnologiesMercentMSN/MicrosoftOmniTI, Inc.PayPalPoindexter Systems Power Reviews Premiere Marketing AutomationProgressing Markets

Q InteractiveQuinStreet, Inc.Relationserve.comReturn PathRevenue.netThe SCO GroupSearchAdNetworkSilverpopStrongMail Systems, Inc.

WebMetro ValueClick Inc.Verizon SuperPages.comVoxifyWebMetroZustek Corporation

Interactive Marketing Hall List of Exhibitors (as of June 13, 2006)

pre-conference intensives

DiREct MARKEting UniVERsitYspeaker: Bob Hemmings, President, Hemmings iV Direct

Introduction to The New Direct Marketing.

Today, direct is rising in the marketing mix. This is the day of connect and collaboration. If you are doing the same thing over and over and expecting different results, but not getting them, this session will give you a fast- track look at the new direct marketing.

Part 1: sAtURDAY, oct. 14, 10:00 A.M. – 12:30 P.M.

Intro,Offers,andSalesProductionsThatGrabandStick

This session will reveal how to grab and hold the reader’s attention with offers that match the audience and have stickiness. Offers that break through inertia and clutter to move the reader to action.

Part 2: sAtURDAY, oct. 14, 2:00 P.M. – 4:30 P.M.

Creative–DirectIsPersuasiveSalesmanship

This session will focus on how to grab and hold the reader’s attention from the opening promise to the closing “HOOK.” How to telegraph words into fast, strong, short sell-ing copy.

Part 3: sUnDAY, oct. 15, 9:00 A.M. –11:30 A.M.

MailingLists

The growing fragmentation of media and au-diences is compelling marketers to shift gears to targeted direct marketing, database imple-mentation, and 1-to-1 marketing. This ses-sion will open your mind to new horizons.

Part 4: sUnDAY, oct. 15, 1:00 P.M. – 3: 30 P.M.

TheRulesofTestingandThePowerofResearch

The secret of business success lies in the abil-ity to get the other person’s point of view. This session will cover how to use research to become a good “catcher” of information that will help you develop a positive collaborative relationship with your customers. The testing session will guide you through the intricacies of testing to help you increase sales and profit.

DAtABAsE MARKEtingspeakers: Arthur Hughes,VP/solutions Architect, KnowledgeBase Marketing, inc.

Richard n. tooker, Vice-President /solutions Architect, KnowledgeBase Marketing, inc.

Part 1:sAtURDAY, oct. 14, 10:00 A.M. – 12:30 P.M.

IntroductiontoDatabaseMarketing

What is database marketing all about, why do companies use it, and how do they use it to maximum advantage? This session will answer those questions, as well as providing a thorough understanding of lifetime value – how to calculate it and why it matters.

Part 2:sAtURDAY, oct. 14, 2:00 P.M. – 4:30 P.M.

DatabaseMarketingFundamentals

Explore all the process components that come together to build a successful data-base marketing program in detail, including: an assessment of where you are now versus where you want to go, data hygiene, database creation and management, contact strategies, campaign development and execution, and response management.

Part 3:sUnDAY, oct. 15, 9:00 A.M. – 11:30 A.M.

PowerfulToolstoMeetBusinessObjectives

In this session, you’ll explore the two most important applications of database marketing – New Customer Acquisition and Customer Retention – and learn how to use RFM and modeling to make them more effective.

Part 4:sUnDAY, oct. 15, 1:00 P.M. – 3:30 P.M.

BestPracticesandtheNextBigThing

Learn how the pros use database marketing techniques and technologies to meet their objectives and make their programs more profitable – dozens of ways to be more effec-tive in data management, contact strategy, and information management. Then find out how leading companies are using marketing databases to drive their new customer acqui-sition efforts.

sEARcH EnginE MARKEtingspeaker: Heather lloyd-Martin, cEo successworks international

Peer inside search marketing’s crystal ball. Learn how to leverage “what’s next” in search marketing – and start maximizing your online visibility, right now!


TheBusinessCaseforSearchMarketing

Wondering if search marketing will pro-vide ROI for your B-to-B or B-to-C site? This high-level search marketing overview explains: how to estimate possible traffic for B-to-B and B-to-C sites, what the latest stud-ies on searcher behavior mean for your site, and how to decide what initiatives to out-source, and what to keep in-house.

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Themostcomprehensiveandintensiveeducationonspecificdirectandinteractivetopics,eachintensiveencompassesbothSaturdayandSundaysessions.Thesesessionsaregreatforalllevels–thosenewtotheindustryandexperiencedmarketersfocusingonspecificmarketingstrategies.


MaximizeYourSearchEngineRealEstate:SmartPPCandOrganicSearchStrategies

Get noticed in the search results and reach customers at all phases of the buying cycle!Simple ways to increase your site’s visibility and what spam techniques to avoid, how to evaluate PPC, contextual, and organic SEO strategies, and ways you can streamline your spend for better results, today!

Part 3: sUnDAY, oct. 15, 9:00 A.M. – 11:30 A.M.

HarnessingthePowerofBlogs

Want to enter the blogosphere? Blogs and consumer-generated content can be a mar-keter’s best friend or a powerful enemy.You will walk away with: strategies for using blogs and RSS feeds to reach a highly target-ed market, how blogs can build big buzz for your products and services, and ways blogs can help you measure and manage your on-line reputation.

Part 4: sUnDAY, oct. 15, 1:00 P.M. – 3: 30 P.M.

SecretstoSuccessfulOnlineConversions

Transform surfers into spenders and see sky-rocketing online conversion rates!Walk away with: proven ways to track and measure online conversions, tips on what can hurt online customer conversions, and how to structure your site and Web copy for top conversion success!

E-MAil MARKEtingspeaker: tBD, silverPoP

This intensive workshop brings experts in e-mail marketing to provide you with the best practices, tactics, and strategies to move your e-mail marketing campaigns to a higher level for greater ROI. A series of presentations will cover key areas of an e-mail program, show-ing you how to take elements that aren’t work-ing now and make them stronger to drive im-proved results. Sessions include the following:


BootCampfortheE-mailNoviceandSkillSharpeningforExperiencedE-mailers

If you’re new to e-mail marketing and haven’t quite yet mastered the secret e-mail market-ers’ handshake, this session will put you on the path to enlightenment.


How(andWhy)doBehavior-BasedLifecycleE-mailMarketingandGrowingYourListsWithoutSacrificingYourReputation

Discover how to dramatically improve click-throughs and conversions with highly target-ed, triggered lifestyle campaigns. Also, learn successful tactics that both B-to-C and B-to-B companies employ to grow their lists.

Part 3: sUnDAY, oct. 15, 9:00 A.M. –11:30 A.M.

NewStudyRevealsE-mailCreativeThatWorksandUsingTestingandAnalyticstoDramaticallyBoostResults

Hear the results of a new study that show specific examples of e-mail design that gen-erates superior results. You will learn where’s the best place to place your logo, and what ratio of art to text works best.

Part 4: sUnDAY, oct. 15, 1:00 P.M. – 3:30 P.M.

TheoryandPractice...ExpertsandPractitionersSharetheNewestandBestPracticesinE-Mail

Learn from the pros what campaign strate-gies are working in e-mail today. We’ve as-sembled the best talent in the analyst world, combined it with knowledge from some of the top practitioners in e-mail today, and added a side of provocative questions from the ever-changing e-mail industry.

FAst & FURioUs cREAtiVE tUnE-UPspeaker: Herschell gordon lewis, President, lewis Enterprises

Here, in a single high-powered day, is just about every useful and instantly usable tip for creating commanding copy for all the components of direct marketing “force-com-munication,” from basics of envelope and letter copy, to potent e-mail and Web copy. Easy hands-on exercises lock in the principles, so by the end of the day you’re loaded and ready to go.


The difference between the words “Three” and “3” aren’t identical, nor are “eager” and “anxious.” These are just two examples of words often casually used interchangeably, inevitably resulting in lower response than a communication should command.


How to motivate without being shrill. The twen-ty-first century has superimposed new rules onto the principles of force-communication. Initial caps? Don’t. Contractions? Do. Each principle is easy, once understood. And understanding itself is as easy as a simple explanation.

Part 3: sUnDAY, oct. 15, 9:00 A.M. – 11:30 A.M.

Rules for online communication. That same individual who accepts specific word treat-ment in space ads and direct mail has a ner-vous finger on the mouse when exposed to an e-mail message. Here are tested ways to keep that finger from tossing your online communication into a virtual wastebasket.

Part 4: sUnDAY, oct. 15, 1:00 P.M. – 3:30 P.M.

Illustrations, telemarketing, and a wrap-up. The Illustration Agreement Rule will save money and aggravation and invariably in-crease response. With a brief discussion of telemarketing methods . . . and selection of words to be avoided and words to be exploit-ed, the Workshop concludes with a wide-open question-and-answer period.

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post -conference intensives

cREAtiVE stRAtEgY AnD EXEcUtionspeaker: Alan Rosenspan, President, Alan Rosenspan & Associates

This intensive workshop will show you exactly how to improve the response of your next di-rect marketing program. Short on theory, long on real-world examples, this workshop gives you specific ideas and techniques you can put to use right away. You are also invited to bring your own work for critique and review.

Part 1: wEDnEsDAY, oct. 18, 2:00 P.M. – 4:00 P.M.

TheNewDirectMarketingStrategy

Here we address the enormous changes in direct marketing in the past few years, and how to use them to your advantage. It also includes mistakes to avoid and the new “best practices.” You will walk away with three ways to add value to your direct marketing program and how to develop trigger-based, event-driven marketing programs.

Part 2: tHURsDAY, oct. 19, 9:30 A.M. – 11:30 A.M.

NewWaystoThinkaboutOffers

The offer is one of the most important ele-ments of your direct marketing campaign, and also the one where most direct mail packages and e-mails “fall down.” This work-shop is solely focused on coming up with an offer customers can’t refuse. You will walk away with 10 proven offer ideas you can put to use right away.

Part 3: tHURsDAY, oct. 19, 12:45 P.M. – 1:45 P.M.

TheNewCreativeImperative

It is getting harder and harder to stand out in a rising sea of direct mail and e-mail. This section of the workshop focuses on how to come up with winning ideas and how to im-prove what you’re currently doing.


PuttingItAllTogether

This highly interactive part of the workshop shows you 5 case-histories of award-win-ning, business-boosting work in comprehen-sive detail. It shows you the thinking that has gone into the work, and the specific tactics. You will also have the opportunity to have your own work critiqued and reviewed.

BEst PRActicEs in AcqUisition & RElAtionsHiP MARKEtingYvonne Brandon, group Manager – online Partner Marketing (oPM), Microsoft corp.

Rick Ferguson, Editorial Director, colloqUY

Dana Hayman, senior Vice President, strategic consulting, Epsilon, inc.

Meghan laBonge, contributing Editor, colloqUY and creative Director, Fluent

Ernan Roman, President, Ernan Roman Direct Marketing

Part 1wEDnEsDAY oct. 18, 2:00 P.M. – 4:00 P.M.

7-StepProcessforAchievingDoubleDigitResponse

Part one of this workshop will provide you with the detailed 7-step implementation process guaranteed to help you achieve breakthrough success and double-digit re-sponse rates with Consensual Opt-In and Integrated Marketing.

Part 2tHURsDAY, oct. 19, 9:30 A.M. – 11:30 A.M.

PowerfulB-to-BLoyaltyMarketing

Once the tool of savvy consumer market-ers, loyalty-marketing programs designed to recognize and reward “best customers” are cropping up all over the B-to-B arena. And for good reason: the 80-20 rule is even more pronounced in B-to-B channels making the

identification and cultivation of best cus-tomers all the more important. Walk away from this session learning why it makes sense to develop a systematized approach to im-prove share of customer.

Part 3tHURsDAY, oct. 19, 12:45 P.M. – 1:45 P.M.

DialogueDrivenDirectMarketing

How do you get your message across in a word increasingly filled with communica-tions clutter? The key is to develop a long-term relationship with customers through the use of dialogue-driven direct marketing. By building a two-way flow of communica-tions with customers, you’ll be better able to know their wants and needs and deliver on the promise of one-to-one marketing.


AnalysisAlchemy

Is your organization storing or producing huge quantities of data that could be use-ful, but you don’t know where to start? Do you have information about customers, transactions, programs and responses that you are not using to full advantage? In just two hours you’ll learn how your marketing organization can become more effective and efficient through the use of simple, practical, and actionable analytical techniques.

DRtVspeakers: Andrew g. gordon, DiREctiMPAct gRoUP

Karla crawford Kerr, Hawthorne Direct


DRTV’sMultiplePersonalities

Learn from the industry experts the ways DRTV is being put to use today. The old rules dictated formats and placements that

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New for 2006!Post-ConferenceIntensives,heldWednesdayafternoonandThursday,allowyoutofocusmoredeeplyonspecifictopics.Thesesessionsaregreatforalllevels–thosenewtotheindustryandexperiencedmarketersfocusingonspecificmarketingstrategies.

made this medium successful only for mass market products. Now, DRTV is an impor-tant marketing channel for many Fortune 1000 companies.


OptimizingROI:HowSearchEngineTechnologyIsChangingDRTV

Just how is Search Engine Marketing, SEM, really affecting the direct response television business? Thomas Haire, editor-in-chief of Response magazine, and a panel of industry leaders in the DRTV and SEM space, will present answers and a case study.


LeadingEdgeWeb-BasedTechnologyThatIsTransformingDRTVCampaignManagement

Imagine a world where TV creative is deliv-ered via the Internet, provide almost instan-taneous reporting on when and where your commercial ran, and analyze your campaign results in a matter of a few hours. This panel will examine three of the world’s leading DRTV technology companies.


CrackingtheCost-Per-AcquisitionCodeforNationalDRTVAdvertising

Learn from the experts how the Internet CPA model, when applied to DRTV, re-places the traditional and expensive cash-up-front media buying method. Learn how your commercials can now run on television stations, cable networks, and satellites on a pay-per-performance basis.

MoBilE MARKEtingBuildingYourBrandwithMobileMarketing:AcquiringandMaintainingLoyalCustomersThroughMobileMedia

speaker: laura Marriott, Executive Director, Mobile Marketing Association

With the potential that exists in this emerging market, it is crucial to have a set of guidelines for the industry to abide by. An established set of guidelines enables brands and adver-tisers to optimize ads for mobile handsets while at the same time protecting the integrity of the content. The mobile marketing arena provides a place for agencies, carriers, pub-lishers, and brands to set and create rules of business, quality, and standards.

Part 1wEDnEsDAY oct. 18, 2:00 P.M. – 4:00 P.M.

Learn the present guidelines governing mo-bile marketing. Discussion will be presented around the differences within guidelines and how companies can maximize their content over the wireless waves.

Part 2tHURsDAY, oct. 19, 9:30 A.M. – 11:30 A.M.

Optimizing your mobile message is crucial. How do you do this and through which channel? This session will discuss the extent to which agencies, carriers, publishers, and brands can advertise.


Part three of this intensive will cover the ROI and loyalty factors as they relate to mobile marketing. An overview of the benefit to mobile marketing will be discussed, as well as the return on this ever-changing investment.


Why mobile marketing? This session will wrap-up what you need to equip yourself with best practices on a branding tool that reaches the customer at any time, any place, creating real-time loyalty that no other chan-nel can provide.

BRAnDing FUnDAMEntAlsspeaker: Brian R. Richards, Brian R. Richards, Auckland, new Zealand

This hands-on practical insight into the topic of branding cuts through the confusion with a wide range of learning experiences and thoughtful techniques. Delivered with stunning

visual imagery, you will clearly understand what a real brand is.


DiscoveringYourBrandEssence

What exactly is brand essence and how do you find yours? In this session, you’ll find new ways to discover your point of differ-ence — real or perceived. You’ll also dis-cover how to define and defend your brand attributes and values.


BreakthroughInDesignandStorytelling

This session discusses new ways to capture the hearts and minds of your customers through your brand’s sensory tools. Come learn how to capture your brand’s “Mother-hood Story” and communicate it to a range of audiences.


InsideOutBranding–BuildingaSupportiveCulture

Understand what it means to do the hard-yards of internal convincement and behav-ior change. This session will cover practical insights into shifting cultures, baby-steps to bold-strides, and defining your brand touch points.


WorldBrandPerformanceUpClose

Get the behind-the-scenes insight into the issues of building and launching award win-ning brands. Learn the financial implica-tions of brand investment and bottom-line performance.

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post -conference intensives

DiREct MARKEting Boot cAMP

This series of fundamental sessions was created from a few of DMA’s popular seminars and is led by our well-known, knowl-edgeable seminar instructors. These seven sessions will provide the junior direct marketer with a comprehensive overview of the direct marketing process and a taste of the full seminars held across the US each year. Attendees participating in the full series will be awarded 0.8 CEUs (Continuing Education Units) and will receive a waiver for DMA’s Certificate Program application fee ($295 value)!

cREAtiVE stRAtEgY AnD EXEcUtion

This track covers elements of copy, design, art direction, offers, and format for all marketing channels. Whether it’s direct mail, catalog, DRTV, insert, Web, e-mail, or more, there’s an abun-dance of profit-building ideas. You’ll discover ways to make your creative more dynamic, increase response, and boost sales.

AcqUisition, RElAtionsHiP, AnD loYAltY MARKEting

Establishing strong bonds of trust between industry and the cus-tomer remain key to your marketing success. The CRM track will address issues ranging from retention to calculating lifetime value, from establishing solid loyalty programs to strengthening customer service initiatives.

intERActiVE MARKEting

This track covers issues, trends, strategies, and analysis for mar-keting executives and those responsible for e-commerce, and how you can successfully optimize interactive marketing efforts.

Areas to be covered include:

• Acquisition Strategy• Adserving• Affiliate Marketing• Analytics• E-mail Marketing• Emerging Technologies

• Local Search• Publishing• Search Engine Marketing• Web Design &

Development

AnAlYtics/REsEARcH

Top marketers understand how important measurement, re-search, and planning are to success, particularly in the new multi-channel environment. Discover what today’s leading companies are doing to leverage data and analysis to create success plans.

This track will:

• Examine the latest techniques to track and improve multichannel performance

• Leverage target group analysis to win new customers and bolster lifetime value

• Discover opportunities to maximize ROI and ROMI• Explore top analytic models and what makes them successful

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track descriptions

stRAtEgY & tREnDs

This track, designed for senior-level marketers responsible for strategic visioning, will provide in-depth analysis on:

• Key issues facing direct marketing leaders by direct marketing leaders

• Top trends in direct marketing and technology and how to stay one step ahead of the game

• Economic and strategic outlook for direct marketing• Emerging opportunities foreign/domestic• How to manage the “overall marketing mix”

PRoDUction

This track covers elements of pre-press, print, paper, postage, and formats to help you maximize your direct mail campaign’s effectiveness. There are many cost saving, efficient, and quality building ideas for you. If you are looking for what’s happening in the paper marketplace, and want to learn about variable print-ing, custom publishing, and ideas to negotiate or cut costs, it is all here for you.

BRAnD AnD DiREct

This track covers the integration of brand and direct. No lon-ger mutually exclusive, marketers must learn how to build brand awareness and justify its effectiveness and ROI with metrics direct marketers use every day. Attendees will hear case studies from National Geographic Society, Capital One, Home Depot, Hallmark, and many others on how brand is being used in acqui-sition and retention programs, and how the power of brand can make direct marketing work its hardest.

list AnD DAtABAsE

Whether you are figuring out how to leverage and use your customer and prospect data, renting others’ lists, renting your own list, building a database, using co-op databases, cleaning your data, figuring out lifetime value, integrating your data from different channels or databases, or trying to figure out how to increase response without increasing costs, this track offers in-formation for you. There are many cost savings, profit-building ideas for you. If you are looking for the basics, advanced strat-egies, ideas to boost response, it is all here for you. Strategies, tactics, and execution will be explored.

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9track descriptions

thanks to our sponsors (as of June 200�)

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sessions by level and discipline

levels

FUnDAMEntAl: Whether you are getting started in your career or want to take a refresher course on the session topic, fundamental sessions will teach you the basics and give you an overall introduction to the subject matter.

intERMEDiAtE: This level focuses on marketing-related information that drives the decision making process. General knowledge of the track in which the session resides is helpful to fully benefit from the infor-mation being presented.

ADVAncED: This level is designed for the seasoned marketing professional who actively works on the subject matter being presented. Such sessions are designed for those looking to expand their knowledge base with detailed information available from an expert in that particular area.

disciplines

Also known as channels, these are the areas through which marketing is delivered. Whether it is through interactive media or multichannel marketing techniques, your message is only as effective as its discipline. By identifying the discipline you’re interested in, you’ll be able to tailor your personal conference schedule with these easy-to-use icons.

STEVEBERG

MICHAELDELLAPENNAchie f marke t ing of f ice rEPsIlon InTERacTIvE

HERSCHELL GORDONLEWISpres iden tlEwIs EnTERPRIsEs

DR.MARjORIEKALTERGraduate program Director, clinical professor, master’s program in Direct and interactive marketingnEw YoRK unIvERsITY

SPYROKOURTISpres iden tTHE HacKER GRouP

HEATHERLLOYD-MARTINceosuccEsswoRKs sEaRcH maRKETInG soluTIons

CHUCKMCLEESTERmanaging par tne rRosKa DIREcT

TAMMYR. NELSONDi rec to r, marke t ingamERIPRIsE auTo & HomE InsuRancE

DIANER INALDODi rec to r, Re ta i l categor yYaHoo! sEaRcH maRKETInG

ERNANROMANpres iden tERnan Roman DIREcT maRKETInG (ERDm)

RICHARDROSENpres iden t & ceoalloY RED

jONROSKApres iden tRosKa DIREcT

STEPHANSPENCERFounder & p res iden tnETconcEPTs

OLESTANGERUPSuppor t managerPosT DEnmaRK a/s

STEVETAMKESenior Vice p res iden tmoKRYnsKIDIREcT

special thanks to

our dma0� program advisory

committee

sessions by level & discipline

iA

= interactive FunDAMenTAL 18, 47, 56

InTerMeDIATe 21-27, 31, 33, 36, 42, 48, 49

ADVAnCeD 20, 22, 25, 28, 29, 42, 43, 51

wB

= Web marketing FunDAMenTAL 33, 37, 51, 53, 62,65

InTerMeDIATe 29, 31-37, 39, 42, 43, 48-50, 60, 61

ADVAnCeD 28-30, 32-35, 38, 39, 41-43, 46, 48, 49, 51

Rt

= retail FunDAMenTAL

InTerMeDIATe 39, 43, 48, 52,58,63

ADVAnCeD 28, 39, 42, 43, 51

ts

= teleservices FunDAMenTAL

InTerMeDIATe 30, 32, 33, 35, 43,46, 50, 61, 63

ADVAnCeD 28, 39, 42, 43

iM

= insert media FunDAMenTAL

InTerMeDIATe

ADVAnCeD 28, 42, 43, 58

PP

= print/promotion FunDAMenTAL 39

InTerMeDIATe 29, 30, 42, 52, 62, 63

ADVAnCeD 29, 30, 40-43, 49

EM

= e -mail FunDAMenTAL 19, 47, 51, 56, 58, 62

InTerMeDIATe 21-27, 29-33, 35-42, 46, 48-50, 60, 61

ADVAnCeD 28, 29, 42, 43, 51

DRtV

= drt v FunDAMenTAL 19, 34, 36, 39, 47, 56

InTerMeDIATe 33, 35, 37,43

ADVAnCeD 39, 43,58

RD

= radio FunDAMenTAL 34, 36, 39

InTerMeDIATe 35, 37

ADVAnCeD 58

DM

= direct mail FunDAMenTAL 18, 19, 20, 22, 23, 25, 30, 44, 45, 47, 50, 51, 54, 56

InTerMeDIATe 20-27, 29-31, 33, 38, 40-55

ADVAnCeD 22-24, 26, 28-30, 38-47, 49, 50, 51, 54, 55, 56

ct

= catalog FunDAMenTAL 39, 51

InTerMeDIATe 20-27, 29, 30, 43,46, 50, 52, 61

ADVAnCeD 23, 24, 38, 40-43, 45, 46, 51, 58

MM

= multichannel FunDAMenTAL 30, 37, 39, 44, 46, 54

marketing

InTerMeDIATe 21, 23, 26, 27, 29, 30-35, 37-44, 46, 48, 50, 52, 53,

58, 61, 62, 63

ADVAnCeD 28, 30, 32-35, 37, 39-43, 45, 46, 48, 49, 58, 59

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leveldiscipline code page number of session

20

Direct Marketing Boot caMp

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

DM Basics: art anD science of Direct Marketing Part 1

funDaMental

cyndi greenglass

President, Agency Services

ruth stevens

President, eMarketing Strategy Group

Is part of your marketing re-sponsibilities tied to customer acquisition or retention? Are you trying to increase sales? Even though you are in the marketing department, do you sometimes feel that you are not up to speed on the essential techniques of direct and in-teractive marketing? Whether you are a Business-to-Business (B-to-B) or a Business-to-Con-sumer (B-to-C) marketer, you can’t afford not to have all your bases covered.

learning Points:

• Thinking like a direct mar-keter, online and offline

• Applying the elements of the direct and interactive marketing toolkit

• 4 essentials of direct market-ing math: CPM, OPM, CPO, ROI

DM

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

DM Basics: art anD science of Direct Marketing Part 2

funDaMental

cyndi greenglass

President, Agency Services

ruth stevens

President, eMarketing Strategy Group

This session will touch upon the important components of B-to-B and B-to-C marketing and how to apply them online and offline. The marketplace is changing and so is the art and science of direct marketing.

learning Points:

• 5 critical success factors in offer development

• A checklist of proven offers for the Internet and offline media

• Case examples from compa-nies like Prudential, Gevalia Kaffe, and SPSS

DM eM ia

Monday, Oct 16

4:30 p.m. - 5:30 p.m.

essentials of PreDictive MoDeling anD segMentation Part 1

funDaMental

george orme

Senior Consultant, David Shepard Associates, Inc.

David shepard

President, David Shepard Associates, Inc.

Attendees will learn how prediction and segmentation models are used to achieve direct marketing goals such as increasing response rates, reducing attrition, and seg-menting customer files. Topics will include the basic tools of predictive and segmentation modeling: CHAID, Ordinary and Logistic Regression, Gains Charts, and Factor and Cluster Analysis. Examples of suc-cessful modeling projects will be presented so that attendees will be in a better position to understand what to expect and what not to expect when evaluating models within their own company.

learning Points:

• Knowing how and when modeling can increase the ef-fectiveness of your marketing programs

• Basic set of modeling tools available to direct marketers

• What to look for when evaluating a modeling project

DM

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

essentials of contact strategy anD relationshiP Marketing Part 2

funDaMental

george orme


David shepard

President, David Shepard Associates, Inc.

This session will outline how to use the insights gained from data mining and model build-ing to develop and implement marketing programs. It will show how to develop insights that can significantly impact the development of market-ing strategies, communication programs, loyalty programs, and specific contact strategies. Specific examples of how differ-ent marketers are using contact and relationship marketing to increase customer lifetime value and enhance customer loyalty will be provided. Addition-ally, this session will highlight lessons learned in implement-ing customer-driven contact strategies.

learning Points:

• 5 keys to developing and implementing a successful contact strategy

• Deciding when and how to use modeling as part of your contact strategy

• Regulating timing and fre-quency of customer contacts to optimize ROI

DM

Direct Marketing Boot caMp

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9Direct Marketing Boot caMp

Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

aDventures in creative strategy

funDaMental

neil feinstein

Director of Creative Strategy, True North

You can learn to nurture great creative. How? Just come to this entertaining, info-packed session on the fundamentals of direct and interactive creative strategy. You’ll learn how to manage the creative process, how to build advertising that engages jaded consumers, and how to craft a program that generates response and relationships at the same time. Best of all, you’ll look at some award-winning work in direct mail, e-mail, DRTV, online advertising, and more that will make your jaw drop. Learning has never been so much fun.

learning Points:

• Biggest challenges creatives are facing in 2006

• Eliciting great creative work from those notoriously “flaky” creative types

• Ingredients for mixing a campaign that builds brand and response at the same time

DM eM Drtv

Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

key lessons froM secrets of Direct coPywriting Part 1

funDaMental

steve tharler

Chief Guide, Tharler Direct’s

Join one of our top instruc-tors for a two-part exploration into what it takes to be a great copywriter today. In this intro-ductory session, you’ll examine the new challenges facing direct marketing writers, how to think like your customer, and how to use visuals to build your brand, work synergistically with copy, enhance understanding, and motivate action.

learning Points:

• The benefits of Steve’s anthropological approach to great copywriting

• The importance of changing perspective: product features to customer benefits

• Harnessing the power of Strategic Conceptual Thinking®

DM

Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

key lessons froM secrets of Direct coPywriting Part 2

funDaMental

steve tharler

Chief Guide, Tharler Direct’s

In this revealing examination of the copywriter’s art, you’ll go to the next level. You’ve got the great selling idea; now, how do you work with a designer in deciding how best to communi-cate it? And how do you ensure that you are using all the tools at your disposal to write the most effective copy possible as both a writer and a copywriter?

learning Points:

• Overcoming writer’s block and get into the project

• Proven editing techniques that will make your writing more succinct and compel-ling

• How to use your head and sub-head

DM

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

ProDuction strategies

funDaMental

speaker to Be announced

This session gives everyone involved in direct mail the knowledge to produce a pack-age on time, within budget, and without error. Understanding pre-press, printing, lettershop, and mailing can make the dif-ference between an effective piece that exceeds its objectives, and a dull-budget breaking piece that fails.

learning Points:

• Cut costs on your direct mail packages

• Get more out of your printer and lettershop

• Keep production on sched-ule

• Maximize postal savings

DM

the funDaMentals of relationshiP, Direct & interactive Marketing

(exclusively en esPañol)

DMA and The Institute of Direct and Interactive Marketing, ICEMD (Spain), have joined forces, offering a certificate program on the basics of direct marketing during DMA06. The Fundamentals of Relationship, Direct & Interactive Marketing Certificate program will be taught in the Spanish language on Sunday and Monday. Enrique Benayas, Managing Director of ICEMD and Vice-Chairman Education Committee of FECEMED, directs this exciting new program. The intense, 10-hour curriculum is one of total immer-sion in direct marketing basics and will dramatically improve your knowledge of the discipline.

seParate registration is requireD to ParticiPate. go to www.DMa06.org for Details.

22

creative Strategy anD execution

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

Breaking the rules: creating Dazzling, high-PerforMance Direct Mail

funDaMental

steve Penn

Chief Executive Officer & Executive Creative Director, Penn Garritano Direct Response Marketing

This dynamic, fast-paced seminar gives a comprehensive, eye-opening rundown of what works and what doesn’t in this new era of direct marketing. You’ll learn how today’s smarter, savvier direct mail readers are challenging how we communi-cate with them. See how bold, visually compelling copy and smart, contemporary design take a more active role in connecting with your targets and compel-ling them to act. We’ll evaluate a wide range of interesting and dynamic outer envelopes, letters, brochures, and other components and show examples of national award-winning, re-sponse-busting programs where intriguing copy and design con-tribute to the program’s success.

learning Points:

• Unique ways to let smart copy and design help commu-nicate the message, bolster the brand, and close the sale

• A thought-provoking, practical list of tips and sug-gestions to apply

• Creative processes that will make your direct mail more real, relevant, and effective

DM

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

creative Masterclass

aDvanceD

herschell gordon lewis

President, Lewis Enterprises

Updated for 2006, the dynamic Masterclass condenses a full day’s “refresher” tips into a single 75-minute session. Structured on an advanced level and unique to the Annual Conference, it’s the perfect way for the professional copywriter, creative director, or executive to hone creative skills. Emphasis is on the selling power of words, geared to today’s vibrant and extraordinarily competitive demand for attention.

learning Points:

• Simple word choices generate huge differences in response

• The psychological impact of statements, questions, exclamations

• Professional tool: “Word expansion”

DM ia

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

how BlenDing analytics anD creative resulteD in a 60% Break through Package

interMeDiate

steve hawkins

Account Vice President, SWBC

gary hennerberg

President, Hennerberg Group, Inc.

This session will reveal how new creative positioning – with the same lists and offers – beat a long-standing control by 60%. We’ll show you the process of how analytics and creative were blended together by Assu-rity Life Insurance Co. as they worked with a new copywriter and designer team. We’ll share our test philosophy and how we ensured statistically valid results. And we’ll show the creative secrets we used to cre-ate the breakthrough package. This will be a case study show-ing examples of what we tested and techniques you can use to boost response from your next campaign.

learning Points:

• Leveraging analytics and creative together to generate a quantum leap in response

• How to manage the creative process and how creative people should push the envelope to fulfill marketing objectives

• Developing breakthrough creative with teamwork be-tween marketers and creative resources

DM

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

creative with a salesMan’s eDge – Making your creative Do its JoB More Powerfully

interMeDiate

carol worthington-levy

Partner, Creative Services, LENSER

What makes some copy impos-sible to stop reading, while other copy is sadly benign? Why does some designed work leave you cold, while other designed solicitations make you hungry to buy? A big difference between efforts that fail and those that succeed is in how the creative work compels and sells! This session steps you quickly through proven steps of the selling process. You’ll then see how these steps are achieved in print and on the Web, using copy and design that differenti-ates you from your competi-tion and drives sales home! Examples in print, mail, Web, e-mail and more will be shown from a wide variety of products and services.

learning Points:

• Grabbing your customer’s attention, and winning them over immediately

• Coming up with the “big idea” that will give you that breakthrough you need

• How to effectively break down your customer’s resis-tance and sell your product or service at record pace

DM ct

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9creative Strategy anD execution

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

48 sure-fire tiPs for increasing your weB conversion now

interMeDiate

amy africa

President and Chief Imagina-8-tor, Eight by Eight

Fasten your seat belts! This action-packed session is filled with proven tips and tech-niques for improving your e-sales today! You’ll learn the 8 key differences between online and offline marketing; the 8 magic rules of landing page success; 8 creative (copy and design) and navigation techniques that bring in the BIG bucks; 8 ways to reduce abandoned shopping carts; the 8 best “on demand” e-mails ev-ery company should have; and the 8 key statistics you simply must know.

learning Points:

• The ONLY five things that matter when it comes to e-commerce marketing

• Developing C-navigation that works

• Improving your active user session and your number of drills

eM ia

Monday, Oct 16

3:00 p.m. – 4:15 p.m.

25 questions that will helP you DeveloP a creative strategy to Drive weB anD Direct sales

interMeDiate

ned Barrett

Co-Founder, Hasbro Toys

christine carrington

President, Catalogs by Lorel

ann robinson

Founder/President, The Scottish Gourmet USA LLC

If you don’t already offer your customers the catalog channel, chances are you should. Did you know that 55% of online shoppers shop with a catalog in hand? And that first-time Web visitors who receive a catalog are more than twice as likely to make a purchase and spend more money? This dynamic session will show you how to use catalog, creative, and branding strategies to drive direct and Web sales. We will begin with a quick overview of the new role catalogs are playing in driving multichannel business. Then two catalogers and an industry expert will walk you through 25 key strategic creative and busi-ness questions to launch a viable, sustainable catalog channel.

learning Points:

• Five key reasons to use catalogs

• Creative presentation that builds customer awareness and sales

• Detailed case studies from one Web-based upstart and one established retail/Web company

ct MM

Monday, Oct 16

4:30 p.m. - 5:30 p.m.

effective coPy for all MeDia

interMeDiate

lois Boyle

President, J. Schmid & Assoc. Inc.



Peter harvey

President & Chief Executive Officer, Intellidyn

Jon roska

Chief Executive Officer, Roska Direct

What’s new in copy? Plenty. So much, in fact, we need four different experts to explain e-mail and blogs, non-e-mail Web, direct mail, and catalogs. Want to know how to com-pete creatively on the highest professional level? The entire spectrum is here in a single fast-paced session.

learning Points:

• Tailoring copy for the indi-vidual medium

• Copy for “upstart” media – blogs, text, RSS

• Timely comparative ex-amples

eM ct DM ia

Monday, Oct 16

4:30 p.m. - 5:30 p.m.

heaDline BootcaMP!

interMeDiate

stephen kimball

Owner, Stephen Kimball DM Copywriting

In ANY direct response promotion, the headline either greases the wheel and prompts people to keep reading or fails to grab their attention and loses the sale! It is your frontline battleguard! Good headline writing and evaluating is crucial in making prospects do what you desire. With practice, you CAN master writing block-buster headlines. Headline Bootcamp is an intensive hour of hands-on writing and learn-ing. You’ll be expected to put pencil to paper after discovering the elements and silver bullets of powerful, attention-getting headlines. This is a must-expe-rience for ALL copywriters and everyone who evaluates copy.

learning Points:

• Eliciting the most intriguing, informative headline out of background materials

• Looking at a headline and in-tuitively knowing it is good or bad

• Taking a good headline and making it work even harder

DM

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Monday, Oct 16

4:30 p.m. - 5:30 p.m.

this session is all aBout you

interMeDiate

alan rosenspan

President, Alan Rosenspan & Associates

The most powerful word in ad-vertising and direct marketing is no longer “Free.” The word is “You.” You-oriented direct marketing involves your pros-pect from the very first contact, and can boost interaction and involvement with your entire direct marketing campaign. This session will demonstrate how this principle has been applied by several successful companies, including Ancestry.com, Humana, Household Finance, American Express, and others. It will also show “You” one of the most powerful ways to improve response.

learning Points:

• Determining whether or not your letter or e-mail will be successful – even before it’s produced

• Applying the power of You to your direct mail, print advertising, and e-mail

• Developing more meaning-ful and personalized offers

DM ct eM

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

this workeD, that DiDn’t

interMeDiate



Peter hantman

General Manager, The Metropolitan Museum of Art

lawrence “Pete” Mcguire

Director, Member CONNECT Marketing, CUNA Mutual Insur-ance

richard ritter

President & CEO, Gryphon Editions

This is a unique opportunity to discover the successes and failures of four direct market-ing industry leaders. Each, with good humor and candor, shares not only decisions and executions that succeeded, but also decisions and executions that failed. Here is invalu-able “inside” information that ordinarily never would come your way.

learning Points:

• “Inside” results you never expected to know

• Examples you never expected to see

• Answers to questions you never thought would be answered

DM

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

online creative essentials – engaging custoMers with suPerior execution

interMeDiate

Matthew rosenblatt

Senior Vice President, Harte-Hanks

The digital world truly can deliver on the direct marketing promise of one-to-one commu-nication like no other media. Unfortunately, many compa-nies still write and design Web sites that are pure “brochure-ware,” and launch e-mail cam-paigns inconsistent with their core brand that fail to factor in essential customer data and that avoid the aesthetic tenets of navigability and overall experience. This session, filled with real-world examples of what works and what doesn’t, provides the tools to develop digital campaigns that both hit the mark creatively and drive breakthrough response.

learning Points:

• Creating campaign-specific, conversion-focused interac-tive solutions (avoiding the “one Web site for them all” mentality)

• The do’s and don’ts of writ-ing and designing for Web sites, ad banners, and e-mail campaigns

• Integrating online design with current brand aesthetics

ia eM

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

extreMe-catalog Makeover: creative transforMations that sell

aDvanceD

glenn Bader

Director Emerging Channels, Schwan’s Home Service

lois Boyle

President, J. Schmid & Assoc. Inc.

Brent niemuth

Creative Director/Brand Strate-gist, J. Schmid & Assoc. Inc.

You know them when you see them: catalog spreads that scream “Buy me!” What are the characteristics of catalog creative that gets results as op-posed to those homely losers? This fast-paced session will ex-plore the attributes of winning spreads that take advantage of proven response generators. You’ll see dozens of examples (both consumer and B-to-B) in which seasoned catalog design-ers transformed “ugly duck-lings” into “selling swans.”

learning Points:

• Creating brand stories that emotionally engage customers

• Increasing the average order with creative up-selling techniques

• Escorting a reader through a catalog and the selling process

DM ct

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Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

winning BaBy BooMers as custoMers through Direct Marketing

interMeDiate

Brent green

President, Brent Green & Associates

Baby boomers spend $2 trillion on goods and services every year. They are one of the most direct mail-responsive seg-ments, being avid print readers and discriminating, thoughtful mail-order buyers. They’ve rev-olutionized the catalog industry while setting new standards for branding though multi-sensory mail packages. This multimedia session, energized with classic rock music and videos, reveals the unique characteristics of this generation. The presenter focuses on how to develop win-ning mail packages that capture boomers’ contemporary buying values with insight, creativity, and compelling differentiation from mailbox clutter.

learning Points:

• Addressing baby boomers as a generation based on their formative shared experiences and their current lifestage

• Generating direct mail strategies targeting boomers that become award-winning controls

• Writing copy with a boomer-focused flair, from speaking to the nuances of shared culture to current lifestage motivations

DM ct

Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

increasing B-to-B resPonse through ProMotional inclusion

interMeDiate

erin sheehan

Director of Account Services, Oceanos Marketing

This informational session focuses on repeatable, easy-to-implement techniques for increasing e-mail click-throughs and direct mail response rates. You’ll learn how to develop an incentive-based campaign that attracts qualified, interested candidates with a lower cost per lead than traditional methods. After listening to a comprehen-sive case study, we’ll illustrate how to apply the techniques to your audience, budget, and offer.

learning Points:

• Increasing postal responses, e-mail click-throughs, and Webinar attendance while lowering your cost per lead

• Attracting high-level busi-ness prospects and avoiding the “gimmies”

• Using promotions to identify where your prospects are in the buying cycle

DM eM ia

Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

creative tiPs & tricks – MaxiMizing Marketing roi

funDaMental

Deirdre cook

President, Epsilon Interactive

In an era of spam, message bombardment, and consumer control, marketers must adopt a more disciplined approach in the development of their cre-ative, strategies, and messaging. This interactive session explores the new role of creative, including left-brain marketing approaches, design perspec-tives, timing, and communica-tion philosophies. See how the creative process has changed forever in the new-world econ-omy and get our experts top 15 creative tips to help maximize your e-mail marketing ROI.

learning Points:

• Producing creative messaging that will differentiate you from the competition and deliver measurable returns

• Building a disciplined, repeatable strategy and ap-proach to interactive creative

• Adopting the latest best practices and tactics to build award-winning creative

DM eM ia

Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

harnessing huMan Behavior: 10 stePs to Must-reaD Mailings

interMeDiate

nancy harhut

SVP/Managing Director, Hill Holliday Relationship Marketing

Even with a great offer, mes-sage, and list, your mailing may be ignored. Why? Science tells us people are hard-wired to behave in certain ways. We’ve developed shortcuts for pro-cessing information and making certain decisions instinctively. Discover how your mail pieces can tap into these automatic behaviors. Learn to leverage “eye magnet words,” the hu-man need for consistency, and compliance triggers. In this example-jammed session, you’ll see creative approaches that produced double-digit response rates, and pieces that shattered the control. You’ll leave with 10 tested techniques to embed into your mailings that make people choose to open and respond to them.

learning Points:

• Developing creative – using not only rational and emo-tional levers, but instinctive ones as well

• What authority icon the huge 55+ population seg-ment finds difficult to ignore

• 3 predictable behaviors of B-to-B gatekeepers – and the tested creative approaches that leverage them

DM

26


Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

revising creative to revitalize sales

interMeDiate

gina valentino

Owner, Consultant to Catalog-ers, Hemisphere Marketing

Catalogers constantly need more productivity from marketing efforts. Learn how multichannel B-to-B and consumer catalogs are updating the merchandise presentation through reviewing data differ-ently, designing and marketing better, adding non-selling copy, and testing what does and does not work that results in increased sales.

learning Points:

• Modifying creative does not have to be expensive

• What other catalogers are testing to boost sales

• 3 strongest elements of a back cover

DM ct

Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

using Mail anD e-Mail to Boost nonProfit resPonse

aDvanceD



The 2006-2007 fundraising season poses unique prob-lems for the not-for-profit organization. Emergencies and unforeseen disasters compete with established and traditional fund raisers, offering drama and uniqueness that demand a com-petitive, yet dignified response. Here are techniques that work during these strange times … times that may signal the need for psychological adjustments in appeals.

learning Points:

• Killing off potential donors, unconsciously

• Examples of impotent online appeals

• “Power” words and “no-no” words

DM

Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

Dear reaDer: the lost art of Personal letter-writing in Direct Mail

interMeDiate

Mark gauthier

President, Mark Gauthier, LLC

Direct marketers are obsessed with everything from new list-segmentation techniques to new response-tracking technologies, the fact remains that the best direct mail piece is a personal, emotional, heartfelt communication from one human being to another. This session will be a back-to-basics reminder of the importance of powerful, persuasive letter-writ-ing as the ultimate foundation of all effective direct marketing. Ill-written, word-phobic direct mail copy doesn’t produce results! Attendees will learn to recognize it, avoid it, and re-place it with sophisticated copy that WORKS, and doesn’t talk down to its audience – ever.

learning Points:

• Writing direct mail copy in a consumer and business marketplace of declining lit-eracy and plummeting verbal sophistication

• The crucial, continuing importance of words in a graphics- and visual-intensive age

• How dumbing-down your copy means dumbing-down your product – and why you MUST avoid it

DM

Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

get in touch with the harD to reach executives

interMeDiate

erik ingvoldstad

Chief Creative Learning Of-ficer, MRM Norway/McCann Norway

Getting the attention of key de-cision makers and connecting with them is becoming increas-ingly difficult. This session will give you key insights on how to pass the gatekeepers, com-mand attention, and engage and deliver the right message to executives. We’ll discuss how groundbreaking creativity can produce stunning results, moti-vated sales teams, and increased brand affinity. Through illustra-tive cases and examples, you will get tips on how to improve your B-to-B direct marketing campaigns. The session will include target group profiling, campaign tactics, and creative execution – all the way to great results.

learning Points:

• Yielding outstanding results through targeting, a strong message, and exceptional creativity

• Thinking outside the box when trying to get through to your target groups

• Reaching and engaging peo-ple who are already receiving way too much information

DM

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Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

long live the Print catalog! hPshoPPing.coM’s catalog success

interMeDiate

catherine Paschkewitz

Manager of Consumer Market-ing, HP Home & Home Office Store

Barry silverman

Vice President, Account Director, Wunderman

The Hewlett-Packard Home & Home Office Store and Wun-derman will demonstrate how successfully applying consumer analytics to tailor content and catalog aesthetics can create a dynamic catalog, specifically giving consumers more of what they want. Attendees will hear the inside story on how the HP Home & Home Office Store became one of the industry’s most success-ful catalogs by providing a bet-ter picture of how HP products fit into consumers’ lifestyles. Attendees will discover which specific drivers will energize their own catalogs’ circulation and sales.

learning Points:

• Producing a successful catalog through creative design, custo-mer insight/analytics, integra-tion, and infrastructure

• Uncovering interesting over-lay information that can be applied to the creative design of a direct mail piece

• Demonstration of how a direct mail piece is still relevant and significant to online retailers

DM ct

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

fixing Broken DM PrograMs fast – 8 “Must-know” MethoDs for saving the Bacon

interMeDiate

Brad Douglas

Vice President, New Business, The Hacker Group

You need a ready arsenal of fast “fix-its” to turn doomed programs into memorable successes, the kinds of DM lifesavers you need to make your programs work harder fast when the unexpected happens. In an inspiring and interactive hour, you’ll get just that. You’ll see how your lists, your offers – even your creative, tracking, and reporting can become the keys to saving your skin. And best of all, you’ll see how to make it all happen at a moment’s notice – in time to stop even a current program from going up in flames.

learning Points:

• Revitalizing offers that have lost their luster

• Boosting list performance without buying more names

• How to make your creative work harder – often with no reprinting costs

DM

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

20 ways to Boost resPonse rates: suBJect lines, content, anD creative tests

interMeDiate

stephanie Miller

Vice President, Strategic Services, Return Path

Testing these days is very, very important and easier than you think! Chances are that with some minor changes to con-tent, format, and HTML code, you can boost your response rates significantly. After attend-ing this session, you will walk away with a whole new view of e-mail testing, plus how-tos and ideas that can lead to major improvements and increased profitability in your program. No matter what size your com-pany is, or how you use e-mail, this is a presentation you won’t want to miss!

learning Points:

• Real-life creative tests that moved the needle for some of the biggest brands around

• How subject lines, con-tent/graphic ratios, message segmentation, and other creative tests can improve both acquisition and reten-tion e-mail programs

• A whole new perspective on proper e-mail testing

eM ia

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

granD unification theory – achieving seaMless creative integration across every channel

interMeDiate

Matthew rosenblatt

Senior Vice President, Harte-Hanks

This session offers a frank discussion, backed by case studies, around the topic of multichannel creative – how marketers can (and must) adopt a strategy of creative unification across all relevant media or risk losing customers. From direct mail to e-mail, print to micro-sites, learn the importance and impact of creative integration across media channels, and how to achieve it. Marketers who leverage this strategy effectively are better able to maximize response through creative best practices, and understand how to critique ALL creative execu-tions, both offline and online, to ensure “killer creative” that sup-ports the brand experience while delivering measurable results.

learning Points:

• Unifying creative efforts across media channels

• Communicating with customers meaningfully across multiple channels, and encouraging both response and loyalty by allowing for channel preference

• Driving greater overall response from creative with-out blowing the budget or weakening the brand

MM DM eM

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acquiSit ion , reL ationShip, anD LoyaLt y Marketing

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

loyalty leaDers tell all: lessons learneD froM the trenches

funDaMental

Mark anderson

Director of Customer Loyalty, CompUSA

rick ferguson

President, Colloquy

nancy gordon

Director of Loyalty, CompUSA

rick rasmussen

Director, Loyalty Marketing, Alaska Airlines

tiffany tuell

Global Customer Loyalty, Manager, Hewlett-Packard

As traditional loyalty market-ing moves beyond points and reward programs and merges with the next generation of CRM technologies, forward-thinking companies are using customer data to transform their organizations from product/channel-facing to customer-facing enterprises. Every decision these companies make is evaluated on how it impacts their loyal customers. This panel of loyalty leaders will help you turn customer loyalty from a tactic into a mis-sion statement. Their real-world experience will help you create, expand, and revamp your own vision for enterprise loyalty.

learning Points:

• Best practices in loyalty marketing

• Avoiding common mistakes• How to evaluate loyalty-mar-

keting program effectiveness

DM

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

insert MeDia’s role in a Multichannel worlD – a soliD acquisition vehicle

aDvanceD

Jeff holland

Singer Direct

arlene rosen

Managing Vice President, ARA Media Solutions

Jen sigler

America Online (AOL)

neil williams

New York Life

This session features a high-en-ergy discussion of the integral role Insert Media plays in multichannel marketing. These experienced marketers will offer case studies of the essential ingredients of successful Insert Media campaigns and how they are used in conjunction with other forms of direct marketing to enhance customer acquisi-tion efforts. Discussion will also center on making your creative stand out, enhancement of lackluster test results, and an in-depth understanding of response analysis.

learning Points:

• How to use Insert Media in a multichannel or stand-alone approach to new customer acquisition

• How to turn lackluster test results into winning Insert Media campaigns

• The importance of creative and how to make it stand out from other inserts in the package

Sponsored by the DMA Insert Media Council

MM

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

suBaru’s secrets to continually increasing service loyalty

aDvanceD

steve knier

VP, Marketing Solutions, Minacs

ginny newkirk

Advertising & Communications Manager, Subaru of America

Are you struggling with getting thousands of people, hundreds of independent retailers, mul-tiple divisions, and a national field organization all working like one finely tuned DM ma-chine? How about integrating transactional data from over 600 systems to deliver relevant, timed, and targeted commu-nications supporting manu-facturer and retailer branding and marketing objectives? This session will divulge Subaru’s secrets of how they increased service loyalty across the board.

learning Points:

• Combining channel resourc-es to supercharge response and ROI

• Capturing and keeping more loyal customers

• Implementing best practices across hundreds of retailers

DM eM wB

rt ts

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

Breakthroughs in oPt-in Marketing: learn the strategies that are helPing Microsoft achieve oPt-in rates of 40% Plus, worlDwiDe!

aDvanceD

scott codespoti

Lead CRM Manager, Microsoft Corporation

ernan roman

President, Ernan Roman Direct Marketing

This Microsoft case study will display how their newly released opt-in program, Small Busi-ness+, has yielded 40% opt-in rates worldwide. We’ll discuss how to use the 3-Step Opt-In Process to implement an opt-in program, increase opt-in rates, and personalize e-newslet-ter content per self-profiled information. By attending this session, you’ll receive a com-plimentary 15-Step Opt-In Mar-keting and Integrated Marketing Checklist, courtesy of Ernan Roman Direct Marketing. Don’t miss this information-packed session with discussions from true Opt-In leaders!

learning Points:

• How to implement the 3-Step Opt-In Process

• How to leverage Opt-In and Integrated Marketing to achieve double-digit response

• How to scale opt-in pro-grams to encompass millions of customers

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9acquiSit ion , reL ationShip, anD LoyaLt y Marketing

Monday, Oct 16

4:30 p.m. - 5:30 p.m.

neurograPhix: Match your Message to the MinD of your custoMer By using their thinking style to your aDvantage

aDvanceD

steve erlich

Director R&D/ Product Dev., Thinking Craft, Inc.

David fowler

Director of Advertising Services, Thinking Craft, Inc.

sarianne gruber

Director of Marketing Services, Thinking Craft, Inc.

Mark knobel

President, Thinking Craft

Engagement is the new curren-cy for Direct Marketing ROI. When an individual tunes into your message, you are more likely to achieve results. Neu-rographix, a scientifically engi-neered engagement data-point, determines how your individual customers think and process information. Armed with this knowledge you can “Match the Message to the Mind” and watch the dramatic results. Come to this session and gain insight as to how you can use your customer’s thinking style to your advantage.

learning Points:

• What is Neurographix and how does it apply to your business

• Using Neurographix data points to segment your lists and creative designs

• How other companies have implemented and benefited from Neurographix

DM

Monday, Oct 16

4:30 p.m. - 5:30 p.m.

Marketing to the custoMer lifecycle: how Pitney Bowes increaseD resPonse 350%

aDvanceD

scott hornstein

President, Hornstein Assoc.

suti Prakash

President, SPS Associates

If there were ever a case study to hear, this is the one. Come learn how Pitney Bowes used insight from customers and its sales/service forces to restruc-ture their lifecycle market-ing. This informative session will focus on how lifecycle marketing (both customer and product) and customer segmen-tation can generate a very high response level. You will hear firsthand how Pitney Bowes increased customer response (specifically, signed contracts) by 350% through the classic key components of direct market-ing list, offer, and packaging. Don’t miss this powerful case study from one of the leaders in direct marketing.

learning Points:

• How to integrate input from customers and sales

• How to use product life cycles to customize the message and timing

• How to increase your response significantly

DM PP

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

Don’t BoMBarD consuMers with Mass Market aDvertising – woo theM online!

interMeDiate

Jere Doyle

President, Prospectiv

Mass market advertising has broad reach, but is costly and doesn’t enable marketers to build one-to-one consumer relationships. This presentation will discuss the limitations of mass market advertising and how a strategic online customer acquisition program can help brand marketers zero in on con-sumers interested in their brand. This presentation will explain how online customer acquisi-tion begins by building a house file of interested consumers by leveraging online tools/tech-nologies for collecting vital consumer profile data through multiple online channels, in-cluding e-mail, co-registration, paid search, vertically targeted Web properties, micro-sites, and surveys/polls.

learning Points:

• Understand why your house list is your most valuable marketing tool

• Learn the necessary online strategies for collecting consumer profile data

• Discover how a multichan-nel approach yields the best results

DM eM wB MM

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

Moving froM usPs to esPs – caPturing lifetiMe value through innovative eMotional Marketing strategies

interMeDiate

Dave Marold

Former Director, AAA Life Insurance

Jeanette McMurtry

President, GA Wright Marketing

You can have a tremendous impact on your ROI by building emotional connections with your prospects and customers. We have all heard of the Unique Selling Proposition, but this fast-paced session teaches you how to go beyond traditional marketing strategies and use Emotional Marketing Strate-gies to connect with customers and increase lifetime value. In this session you’ll learn simple, affordable, and actionable tactics and strategies, along with results from an actual case study from one of America’s most trusted brands.

learning Points:

• How to create an Emotional Selling Proposition (ESP) that draws customers to your products, creates passion, and increases lifetime value

• Affordable tactics for defin-ing, creating, and testing your ESP

• Ideas for maximizing re-sponse and lifetime value for any size budget

ct DM eM

wB MM PP

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acquiSit ion , reL ationShip, anD LoyaLt y Marketing

Tuesday, Oct 17

11:15 a.m. – 12:15 p.m.

Direct Marketing growth anD why you can’t afforD to ignore it

funDaMental

ron Jacobs

President, Jacobs Clevenger

The use of Direct Marketing is rapidly spreading around the world as emerging markets adapt the tools and techniques of direct marketing. It’s a great opportunity for savvy market-ers, as organizations tear down the barriers, overcome chal-lenges, and find approaches that work to become pioneers in the worlds fastest growing markets. Learn how creative direct mar-keting is changing Brazil, CRM is impacting India, and how the Chinese Post Office took its own great leap forward by compiling China’s first compre-hensive demographic database of businesses and consumers.

learning Points:

• The common barriers to global direct marketing, and how to break them down

• The three models of market entry for multinational marketers

• How to reengineer products, offers, and benefits to fit global markets

DM

Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

the art anD science of touching PeoPle (without going to Jail) in a real-tiMe, wireD, on-DeManD Marketing worlD

funDaMental

Bart foreman

President, Group 3 Marketing

greg osenga

Analytical Services, HAWKEYE/GROUP

As marketers, we touch people all the time. That’s our job. We have a message to communi-cate. In the old days, marketers were in control, and it was easy to find consumers and deliver the message. Today, thanks to technology, the power has not only shifted to the consumer, it has exponentially expanded the available channels marketers must employ to deliver the mes-sage. The net result is custom-ers are in control. They can tune in or tune out, seriously complicating the marketer’s ability to impact business. The old rules don’t work.

learning Points:

• How to identify the right consumers (or customers)

• Strategies to engage consum-ers through timely and relevant messaging

• Creating a 360-degree view of how to touch the right consumers

Sponsored by the DMA Customer Relationship Management Council

MM

Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

tiPs, tricks, anD secrets to creating a national leaD generation caMPaign with a Market-to- Market focus

aDvanceD

spyro kourtis

President/CEO, The Hacker Group

Brian yohn

Senior Director Commercial Marketing, Comcast

In just one action-packed hour, you’ll get a roadmap to navigate one of the most common direct marketing dilemmas – main-taining your national brand while giving regional markets control over their market-ing. You’ll get the details on how The Hacker Group and Comcast created a power-ful national direct marketing machine that maintains strong national brand continuity, ensures national buying power, and forces best practices and regulatory compliance – all while providing the field with market-by-market control and customization.

learning Points:

• How this flexible campaign structure provides 200% increase in performance

• Learn how to create a new and sustainable sales channel

• Get proven approaches for managing the complexity of staying ahead of the competi-tion

DM wB MM PP

Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

three heaDs are Better than one: how innovative collaBoration Between creative, Data, anD client Drove PerforMance for Directv

interMeDiate

tammy Benedict

Senior Director of Sales, DIRECTV

russell kern

Vice President, The Kern Organization

Attend this dynamic session for the inside story on how a stra-tegic collaboration — between DIRECTV, its direct marketing creative agency, and its database services provider — brought about a 63% lift in performance, 40% reduction in cost, and 20% faster implementation for DIRECTV’s direct mail cus-tomer acquisition program. This in-depth case study reveals new ideas, new ways to look at old problems, and how to generate dramatic results in days, instead of weeks or months.

learning Points:

• How to maximize the performance of your external partners, so they strive for constant improvement in your campaign results

• Why best-in-class external partnerships bring bet-ter performance than the traditional “one agency does it all” model

• Five proven data segmenta-tion and modeling strategies that lift performance

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9acquiSit ion , reL ationShip, anD LoyaLt y Marketing

Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

leveraging inBounD technology for a strong custoMer exPerience

interMeDiate

MoDerator:

frank fuhrman

VP of Marketing, American Customer Care, Inc.

Panelists:

karen alejnikov

SVP, Operations, AIG Marketing

kristyn emenecker

Product Manager, Contact Center Solutions, Mercom Systems, Inc.

suzanne ronner

Director of Customer Care, Readers Digest

Miguel zamarripa

Applications Sales Director, Pacific, Avayak Inc.

This timely session will showcase how you can use technology in unique ways to enhance the customer experience and your company’s bottom line. Hear how you can use technology to deliver for the customer, address the technology itself, and give practical solutions that can be applied to your contact centers to help increase customer satis-faction.

learning Points:

• How to deliver high quality services that are welcomed by your customers

• Ways to develop the proper technological mix that will make your life easier

• What some of the top compa-nies are doing in their contact centers to retain customers and increase revenues

MM

Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

event-BaseD Marketing to Behavior-BaseD Marketing (trigger-BaseD Marketing)

interMeDiate

Daniel smith

Editorial Director, Industry Solutions, Unica Corporation

Understand the key ingredient for a successful Event-Based Marketing (EBM) program: behavior-based triggers. This fast-paced session will explore how high performing organiza-tions monitor enterprise-wide customer behavior to detect meaningful events and patterns at an individual level, and then trigger “right time” business actions that customers will welcome. We’ll review the best practices for implementing a behavior-based EBM program that will increase cross-sell rates, improve customer reten-tion, grow your opt-in e-mail marketing base, and motivate your sales force.

learning Points:

• How to marry your current customer “propensity-to-act” models to “readiness-to-act” triggers to dramatically improve close rates

• The different technical ap-proaches to implementing an EBM program along with the strengths and weaknesses of each approach

• The three key success factors to achieve an Event-Based Marketing program – speed, clarity, and ease of use

DM

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

retention strategies anD Proven tactics for continuity Marketers

interMeDiate

shari altman

President of Marketing, Altman Dedicated Direct

Patrick lemarchand

Senior Consultant, David Shepard Associates

This facts-based session will provide savvy marketers with effective ways for keeping con-tinuity customers. Recruiting new customers is great; keeping them is better! We’ll address key continuity marketing prin-ciples to increase your return on advertising investment and keep your customers excited about making a commitment. Old-fashioned proven tactics coupled with new technology offerings will be reviewed in a dynamic, intense presentation.

learning Points:

• How to make an offer they can’t refuse

• How to make the concept defection proof

• How new technology is adding value to customer relationships

DM eM MM

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

creating & Marketing to high value segMents on a shoestring BuDget

interMeDiate

susan follick

Director of Channel Marketing, ClosetMaid

randy hlavac

President, Marketing Synergy, Inc.

This exciting, fast-paced session will examine how to iden-tify your most valuable and “growable” market segments, learn their needs and purchase patterns, and develop Web and marketing programs to most effectively move them from prospect to customer. We will trace the steps a company with a small marketing budget used to create effective engagement marketing programs in less than two years.

learning Points:

• Key need & attitudinal driv-ers which define your best B-to-B or B-to-C markets

• How to capture key informa-tion from visitors to your Web site

• Ways to build Web and marketing programs to better impact key markets

wB ia MM

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interactive Marketing

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

Power segMentation for search Marketers

aDvanceD

kevin lee

Executive Chairman and Co-Founder, Did-it Search Marketing

Want to win the search engine marketing wars? You can – through the use of power segmentation strategies covered in this session. Search engine marketing is becoming increas-ingly complex. Direct market-ers seeking to maximize profit must apply best practices in both search campaign manage-ment and segmentation. We will review both the theory and practice of advanced Power Segmentation while also providing background for beginners. Don’t let your com-petition beat you in the search engines – out-think them with the latest proven techniques.

learning Points:

• How to identify power segments

• Why power segmentation is a killer approach

• Best practices in integrated marketing applied to search

Sponsored by the DMA Search Engine Marketing Council

wB MM

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

stoP BenchMarking anD hit the trenches: guerilla tactics for weB site effectiveness

interMeDiate

lawrence Becker

Vice President, Marketing and Business Development, Rimm-Kaufman Group, LLC

Do you get full value from each visit to your site? You can increase your sales per session through do-it-yourself tactics for smart interaction design, site analytics, and usability test-ing. You’ll see how benchmarks and focus groups mislead and what you should pay attention to instead. You’ll learn how to recognize “customer intent,” the scent your users and your site leave at every turn. You’ll gain tactics for design, testing, and measurement to match the leanest budget and to help train your in-house conversion team.

learning Points:

• How to use lo-fi prototyp-ing to debug new features – before costly development begins

• Homegrown scripts for insightful Web site analytics

• Conducting meaningful us-ability tests in one day, with five people, your office, and a video camera

wB MM

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

seek, ask & serve: how to use e-Mail, surveys, & search to succeeD

aDvanceD

sundeep kapur

Vice President, Multi-channel Marketing, NCR Corporation

Bill Martin

Director of Marketing, Wine Country Gift Baskets

Knowing who is in the market, being aware of what they want, and promptly responding to their needs is every marketer’s dream. E-mail, surveys, and search are three effective ways to learn from, find, and serve your customers. Using them in conjunction will IMPROVE your marketing effectiveness. By focusing on best practices, we will provide you with es-sential tips on how you can dramatically improve your marketing.

learning Points:

• Discover consumer contact strategies

• How to analyze and serve customer needs

• 50 practical ideas that you can use immediately

wB MM

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

case stuDy: keePing it exclusive: how a Private affiliate PrograM can Meet your goals

aDvanceD

laurie Barkman

Manager of Marketing, Ameri-can Eagle Outfitters

John Joseph

Senior Vice President, Performics

Don’t be afraid to make tough decisions. Learn from American Eagle, a success-ful private affiliate program, how to accept/deny affiliates, attract new-to-file custom-ers, and grow sales. Affiliate marketing has been an effective direct marketing channel since the early days of e-commerce, but it’s time to look through the lens at program size and performance again. Performics set the gold standard for private programs and will share best practices for generating growth without cannibalizing store sales or compromising brand.

learning Points:

• Building a scorecard that enforces affiliate marketing terms and policies

• Preserving your brand’s integrity while acquiring new customers with affiliate arketing

• Leveraging effective promo-tions that drive growth

wB

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9interactive Marketing

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

waste not: generating only quality leaDs online

funDaMental

Matthew Moog

President and Chief Executive Officer, Q Interactive

Lead Generation is the #1 stra-tegic objective of nearly 85% of online marketers. Yet every year, marketers lose millions of dollars on acquisitions that don’t pay off on the back-end. This discussion will provide best practices for acquiring quality consumers online and reducing campaign waste. Top-ics include ensuring relevancy through targeting, copy & form creative, field validation, fol-low-up strategies, and more.

learning Points:

• Discover how to target your online customers successfully

• Learn cost effective measures to reduce campaign costs

wB

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

the inDustry exPerts guiDe to interactive Drtv

interMeDiate

Michael kokernak

President and CEO, Backchannelmedia, Inc.

george smith

Senior Vice President, West Corporation

Barbara zucker

Chief Executive Officer, Golden Direct

This energetic, fast-moving ses-sion is guaranteed to ignite your enthusiasm and ramp up your learning curve as we guide you through the enhanced world of interactive DRTV. You’ll learn the latest innovations to gener-ate increased response, sales, and customer data across the wide spectrum of DRTV produc-tion, media management, and teleservices. We’ll detail specifics on creating additional value as we reveal techniques for product positioning, branding, media buying, measurement, and analysis, along with cutting edge telemarketing practices.

learning Points:

• The most revolutionary developments in telemarket-ing history

• Highly innovative media management techniques that are changing the interactive/ direct marketing landscape

• Pinpointing new ways to increase your brand exposure and product recognition

Sponsored by the DMA Broadcast Council

MM ts

Drtv

Monday, Oct 16

4:30 p.m. - 5:30 p.m.

stoP losing custoMers Before you get theM: the Power of real-tiMe e-Mail aDDress valiDation

aDvanceD

austin Bliss

President, FreshAddress, Inc.

Discover everything you need to know about the latest advancements in e-mail address verification, an essential foun-dation for successful e-mail marketing campaigns. Learn to scrutinize e-mail registrations for errors before they reach your databases. Review the results of a study on how 50 top retailers’ Web sites failed at e-mail acquisition techniques.

learning Points:

• How to immediately impact revenues by capturing more valid e-mail addresses

• Best practices for catching typos before they reach your database

• Increasing customers’ satisfaction while decreasing marketing costs

wB MM

Monday, Oct 16

4:30 p.m. - 5:30 p.m.

Blogs, PoDcasts, anD rss: new tools for custoMer acquisition anD crM

aDvanceD

lee odden

President, TopRank Online Marketing

stephan spencer

President, Netconcepts

amanda watlington

Owner, Searching for Profit

This dynamic, multifaceted ses-sion will focus on how to effec-tively use the new technologies of blogs, podcasting, and RSS to reach and retain customers. You will learn proven strategies and surefire tactics for how to lever-age your blog’s ability to reach and influence your customers, prospects, and the media. In this session, we’ll show you how other marketers are already suc-cessfully integrating blogs, RSS, and podcasting into their online marketing communications mix, and achieving deeper, more personalized relationships’ with their customers.

learning Points:

• Successfully using blogs and podcasts as direct marketing tools for getting your selling messages in front of prospec-tive customers

• Proven strategies for using your blog to reach the media and gain competitive advantage

• Top tips for optimizing your blog so that it improves your search engine marketing

Sponsored by the DMA Broadcast Council

wB

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Monday, Oct 16

4:30 p.m. - 5:30 p.m.

generating ProfitaBle long-terM custoMers through Drtv

funDaMental

arnold Blair

Chief Executive Officer, Cinnabar Traders, Inc.

tony farrell

Senior Vice President, Creative Department, Creative Services

ava seavy

Queen Bee, Avalanche Creative Services

What do AT&T, The Sharper Image, 1-800-Flowers.com, AOL, Rubbermaid, Pfizer, Procter & Gamble, and others know that you don’t know? They know sophisticated tech-niques to generate profitable, long-term customers through various DRTV methodologies. This illuminating panel will explore a variety of new uses of this medium for advertisers and marketers struggling for ways to improve new customer acquisition and achieve higher sales volumes by developing relationships with the consumer, and attracting them to purchase more volume.

learning Points:

• How to succeed in DRTV using drive-to-retail, drive-to- seminar, drive-to-Web, direct sale, or lead generation

• Implementing inexpensive media outreach to analyze results

• Ways to craft enticing offers to inspire inquiries

Drtv rD

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

how verMont teDDy Bear is reaPing the Benefits of a new e-coMMerce systeM

interMeDiate

tom funk

e-Commerce Manager, Vermont Teddy Bear Company

Phillip Jefferson

Vice President of Client Services, Demandware

This presentation will outline the Vermont Teddy Bear Com-pany’s e-commerce revamp, focusing on actionable advice for all e-commerce executives. One of the top-rated stores on the Internet, Vermont Teddy Bear overhauled its Web site in 2006 to improve general sales, decrease operational expendi-tures, and enter the burgeon-ing US Hispanic market. The presentation will cover the entire life cycle of the project, from determining “must-have” features though implementa-tion and metrics of success.

learning Points:

• Methods to navigate chal-lenges in vendor selection and implementation

• How “must-have” features stand up to post-implemen-tation metrics

• Ways to leverage Vermont Teddy Bear’s experience to improve your own e-com-merce site

wB

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

how to Best leverage search Marketing anD weB analytics to Drive leaDs

interMeDiate

David reske

President, Nowspeed Marketing

This session will provide practi-cal tips, proven methodologies, and real-world scenarios to help you maximize your Web-based lead generation efforts. You’ll come away with the best practi-cal strategies in pay-per-click search marketing, Web analyt-ics, and search engine optimiza-tion to drive high-quality leads to your sales organization at the lowest possible cost.

learning Points:

• How to get more out of your search and Web marketing dollars

• Integrating search market-ing and Web analytics into a single, cohesive strategy

• Identifying top performing, highly targeted content and offers

wB

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

PaiD search check-uP: a coMPlete Physical for Pay-Per-click roi

aDvanceD

george Michie

Vice President, Rimm-Kaufman Group

natalie Pietrzykowski

Internet Marketing Manager, The Sharper Image

PPC advertising is growing in size, importance, and com-plexity. Maximizing ROI is increasingly difficult as the marketplace becomes more competitive. This session will teach a step by step approach to evaluating your search market-ing program and show you how to spot and correct the prob-lems that plague many search programs. This session will give you the tools to assess whether your paid search campaigns are in good shape, whether man-aged in-house or by an outside agency.

learning Points:

• Assessing the audit approach used by The Sharper Image, and what the audit revealed

• The three key warning signs that can indicate major prob-lems

• The detailed 8-step process for evaluating your program that can be performed in an afternoon

wB MM

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Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

seM 201: next generation search

interMeDiate

Dana todd

CEO Founder and Principal, SiteLab

DM professionals are finding Search Marketing to be reward-ing but challenging. Three main questions come to direct marketers when considering a search effort:

How can you manage search from the inside?

How can you keep your department or agency profitable?

How can you utilize search in totally new ways to enhance your direct and advertising campaigns?

This “Next Generation Search” presentation takes you into the nitty gritty of managing – and maximizing – search marketing in the DM world.

learning Points:

• What problems to anticipate• Shortcuts to managing pay-

per-click with ease• Case studies of major adver-

tisers who have integrated search in creative ways

wB

Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

DecoDing the Dna of BranD-BaseD Drtv

interMeDiate

Bob Doyle

Director, Strategic Marketing, Affinity Markets, Marulife Financial

ian french

President, Executive Creative Director, Northern Lights Direct Response Television

sandy french

Chief Executive Officer, Northern Lights Direct Response Television

This timely and important session reveals the science behind some of today’s most successful brand-based DRTV campaigns – campaigns that have shattered expectations and delivered exceptional ROI’s while simultaneously building brand. Using “real world” case studies, you will learn how savvy companies have com-bined the “science” of response with the “art” of persuasion to create supercharged DRTV commercials and how to do the same for your products or services.

learning Points:

• The DNA of DRTV (nine rules you must follow for ef-fective brand-based DRTV)

• The five mistakes most brand advertisers make and how you can avoid them

• Why your AOR can’t do DRTV (and will never learn)

Drtv rD

Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

froM the front line: toP e-Mail executives sheD light on inDustry challenges

interMeDiate

carole ashworth

Manager, E-mail Operations and Channel Management, Delta Airlines

Paul Dolegowski

Vice-President, Brown-Forman

Jill Petri

Vice President, Direct Marketing, Frost Bank

Michael Pridemore

Senior Vice President, Manag-ing Director, Marketing Automation Solution, Premiere Global Services

E-mail marketing isn’t new, but it’s still evolving, and Brown-Forman Corporation, Frost Bank, and Delta Airlines are coming together to prove it. Top e-mail executives will show you how to overcome the lat-est industry challenges, from e-mail legislation, phishing, and pharming scams to competi-tion for the inbox. Learn where the e-mail marketing industry is headed and how you can lift your e-mail marketing game, improve response rates, build consumer confidence, and more.

learning Points:

• Overcoming the latest indus-try challenges to maintain profitability and ensure customer satisfaction

• Addressing the latest scams and the steps you can take to protect your customers

• Improving response rates and driving bottom line growth

eM

Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

BeyonD initial roi - uti-lizing your BranD to iMProve your search Marketing results

interMeDiate

chris skinner

President, Makebuzz Marketing

steve tamke

SVP, Mokrynskidirect .

Big companies are beginning to realize the value of search beyond ROI. Search is a suc-cessful channel to reach new customers, but the most com-monly used strategies keep all too many companies stuck in low expenditures, low rankings, low sales, and low customer acquisition rates. Some are beginning to lament the rising cost of keywords and declining pay-per-click productivity rates. The pro’s, however, have long recognized that the key to a successful paid search program is efficient utilization of brand-ing. This hands-on seminar focuses on how to utilize the many opportunities of search engine marketing and expand beyond the “maximize my ROI” game.

learning Points:

• Understand the correlation between brand strategy and brand equity

• How branding is a critical component to growing sales from generic search

• How brand value allows you to sell your product and acquire more new customers for less money

wB

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Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

start your Market-ing engines: nascar.coM shares e-Mail Best Practices

interMeDiate

norman Miglietta

Director, Advertising & Market-ing, Turner Sports New Media

tricia robinson

VP, Marketing and Strategy. Marketing Automation Solutions, Premier Global Services

This results-oriented session will focus on how you can move be-yond the spray-and-pray method of e-mail marketing, utilizing some of the same techniques as NASCAR.COM. You will learn how to best collect relevant data, and how to incorporate customer-specific data and preferences in every e-mail you deliver. You will leave with an understanding of how NAS-CAR.COM was able to turn a 175% ROI using these steps, but most importantly you will walk away with a list of tips and tricks to use in your e-mail marketing initiatives.

learning Points:

• Transforming your e-mail marketing efforts through the use of customer-specific data

• Data-gathering techniques and how to properly utilize this information when constructing relevant e-mail campaigns

• Customer-centric e-mail marketing and how to imple-ment the latest best practices of relevant e-mail marketing into your campaigns

eM

Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

raDio 101: your coMPlete guiDe to Direct resPonse raDio

funDaMental

Mark lipsky

President & CEO, Radio Direct Response

Join the author of “Radio Tips” for this fast-paced session on DR radio. Learn how to craft and present offers on radio to maximize leads and sales. Discover what makes one radio station far more valuable than another, even though they have identical ratings and rates. Learn how to structure a test campaign that delivers the data you need to ramp up and roll out. From basic strategies and tactics to a look ahead at new technologies that are changing the playing field, this session is an eight-credit business course in one hour.

learning Points:

• Determining whether or not your product or service is a sound fit for a profitable DR radio campaign

• Four essential elements that belong in every direct response radio commercial

• How to scale a DR radio test into a profitable campaign – even if your test fails!

Drtv rD

Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

utilizing rss to Boost e-coMMerce traffic anD revenue

aDvanceD

heidi cohen

Principal, Riverside Marketing Strategies

Mark fletcher

VP & General Manager, Bloglines

Bill flitter

VP, Marketing & Founder, Pheedo, Inc.

randy wagner

Chief Managing Officer, Consumer Travel Americas, Travelport, Inc.

Learn how to use RSS as a cost effective approach to drive on-line traffic and provide higher return on promotional efforts. Find out how RSS can produce incremental revenue while facilitating improved branding.Learn how RSS can meet marketing goals by overcoming e-mail and search marketing’s increasing challenges.

learning Points:

• The importance of RSS as an online marketing tool, how to use it, and how to measure results

• Maximizing the use of your existing marketing vehicles to facilitate RSS reach

• Methods to inexpensively leverage current content to take advantage of RSS

wB

Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

10 ways to iMProve your e-Mail rePutation

interMeDiate

george Bilbrey

VP, Delivery Assurance Solutions

The best-planned e-mail marketing campaign won’t work if your e-mails never reach consumers’ inboxes. Your e-mail reputation is one of the key factors ensuring whether or not your e-mail is filtered or bounced. Every marketer has a reputation, whether you know it or not, whether you actively manage it or not. This session will teach you how to discover your e-mail reputation and give you 10 specific tips and tech-niques to improve it and get your e-mail delivered directly to consumers’ inboxes.

learning Points:

• How your e-mail program stacks up against others

• The latest information on protecting yourself from spam filters, blacklists, unknown user rates, and complaint issues

• How to fix problems with your company’s e-mail program and improve your reputation to get your e-mail delivered

eM

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Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

aDD relevancy & accountaBility to your Marketing with enterPrise Marketing autoMation

interMeDiate

Brian gramer

CEO & Founder, Vtrenz

While single-touch campaigns have worked in the past, in order to get the response rates they once got, marketers need a more comprehensive, integrated approach. In this intensive session, you’ll learn how forward-looking organiza-tions are improving response rates by using new technology to set up, automate, and report on multitouch, multichannel campaigns – all within a single solution. Additionally, find out why marketers with bottom-line responsibilities are now eager to take maturing single-point technologies, including search engine marketing, microsites, e-mail, and variable imaging for direct mail (popular for their direct response prowess) to the next level with Enterprise Marketing Automation.

learning Points:

• Integrating measurable, multichannel marketing techniques into your com-munications programs

• Improving relevancy and timeliness of prospect and customer communications

• Increasing response rates and delivering more qualified leads to sales utilizing Enter-prise Marketing Automation

wB MM

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

Boosting conversion rates: Best Practices froM Marketlive’s online Merchants

funDaMental

ken Burke

Founder and CEO, MarketLive

Margaret Moraskie

Director of Ecommerce, Boston Proper

Web site conversion is one of the most important indicators of success in today’s multichan-nel business environment. This session will help you identify the conversion strategies that will work for you, and will re-veal how to put them into prac-tice on your Web site. Analyze the conversion equation and pick up insider tips and secrets gleaned from the accumulated knowledge of widely recog-nized and highly successful multichannel merchants.

learning Points:

• The difference between truth and “buzz” about Web site conversion strategies

• Best practices used by suc-cessful online merchants to increase revenue and improve margins through better conversion

• Measuring how online merchandising, up-selling, cross-selling, smart search, personalization, and post- visit communication can boost conversion and sales

ct wB MM

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

what’s in the ePostal Box: the iMPact of 1:1 Marketing on consuMer resPonse – tales froM the fielD

interMeDiate

Bruce Biegel

Managing Director, Winterberry Group

susan Menke

Vice President, Finance Reports, Mintel International Group

Consumers’ mail and e-mail boxes are stuffed with marketing messages. What gets tossed in the trash and what gets attention and response? Join a panel of media experts as they analyze the breadth of direct communications sent to consumers, including per-sonalization, volume, frequency, offers, and formats. Be the first to hear results from a new multi-disciplinary research study, and participate in a dynamic discus-sion about consumers’ attitudes to the relevance of direct marketing. Learn which personalization efforts are getting traction. Is 1:1 marketing really cutting through the clutter? Find out what’s hot and what’s not…the answers will make you change the way you do business today!

learning Points:

• What leading companies are mailing to consumers – both online and offline

• Consumers attitudes to direct marketing messages and images

• How much personalization is really happening today, and where we expect it to go

Sponsored by the DMA Retail Marketing Council

MM

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

how to fry Phish anD not get BurneD

interMeDiate

Michael Della Penna

Chief Marketing Officer, Epsilon Interactive

Attend this session to learn the latest tips, real-world strategies, and educational campaigns that marketers are using to help their customers identify and trust legitimate e-mail messaging. Learn the tactics that innovative mailers use to maintain the integrity of their domains and their brands while stimulating the growth of online banking.

learning Points:

• How phishers have refined their targets to more than double their opportunities

• Statistics on the growing demand for electronic bill presentment and payment

• Why 2006 conditions are ripe for the key showdown between banks and phishers

Sponsored by the DMA Council for Responsible E-mail

eM

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anaLy ticS / reSearch

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

ch-ch-ch-changes: critical DeveloPMents in Privacy anD Data security legislation

aDvanceD

emilio cividanes

Partner, Venable LLP

Joel winston

Associate Director of the Division of Privacy and Identity Protection, Federal Trade Commission’s Bureau of Consumer Protection

Developments in the new pri-vacy and data security legisla-tion will have a critical impact on the way direct marketers collect and store customer data. This panel will provide a history of recent state/federal rules and enforcement actions by the FTC, speak to latest developments of requirements in connection with dual obliga-tions of safeguarding consumer data and notifying consumers when marketers experience a se-curity breach that compromises sensitive consumer data.

learning Points:

• Overview of current/poten-tial rules on data security landscape and how changes of new legislation will im-pact business operations

• Key elements for develop-ing and implementing an “Incident Response Plan”

• How to stay on the right side of the regulation

DM

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

statistical MoDeling for custoMer acquisition, cross-sell, anD retention: a holistic aPProach to Driving custoMer lifecyle ManageMent

interMeDiate

Michael grismore

Director of Analytics, Aspen Marketing Services

Statistical modeling for market-ing initiatives has exploded in recent years. Lost in the details is the “big picture” – Cus-tomer Lifecycle Management. Through the use of actionable strategies and realistic ex-amples, this session will demon-strate how statistical modeling can be used as a foundation to optimize key aspects of the customer lifecycle: acquisition, cross-sell, and retention. A case study will demonstrate how a world-class telecommunica-tions company has recently implemented these concepts in a framework to manage their Customer Lifecycle Manage-ment initiatives.

learning Points:

• How statistical modeling can be used at each stage of the customer lifecycle

• A “value-based” approach to determine the optimal investment and initiative for each customer

• The process of effectively migrating customers through the customer lifecycle while optimizing key behaviors

DM MM

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

the ten legal Direct Marketing Mistakes Most coMMonly MaDe in the eu anD how to avoiD theM

aDvanceD

charles Prescott

Vice President, International, Direct Marketing Association

Michael siegert

Siegert Attorneys

alexander singewald

Learn from some of the most experienced legal and data protection experts from Europe on how to avoid the most common mistakes made by new marketers entering the Euro-pean market: promotion law, privacy, advertising, security, and data protection. Learn the most common mistakes companies make when entering the markets of Europe, and how to avoid them.

learning Points:

• The ten most common and expensive mistakes American companies make when enter-ing Europe

• The state of data protection laws and rules surrounding: e-mail, do-not-mail lists, do-not-call, and list brokering

• How to find help/advice/information quickly and ef-ficiently in Europe

DM ct

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

the genetic Jackknife MethoD: 3-in-1 tool for variaBle selec-tion, Data Mining, anD MoDel BuilDing

aDvanceD

Bruce ratner

President and Founder, DM STAT-1 Consulting

The trinity of traditional analytical techniques – variable selection, data mining, and model building – is presented in detail. Additionally, a new “jackknife” method is intro-duced that is a 3-in-1 tool for automatically and simultane-ously performing the trinity of techniques: selecting important original variables, finding patterns within the data by constructing new important variables from the original variables, and formulating a mathematical equation based on the best set of original and constructed variables. The jackknife GenIQ method is inspired by Darwin’s Principle of Survival of the Fittest. The Model is an evolutionary advance in data mining meth-odology that offers exceptional predictions with minimal error variance.

learning Points:

• The GenIQ Model offers a clear advantage over logistic and ordinary regression methods

• Replacing the GenIQ Model with traditional regression-based models

• Why GenIQ is perhaps the easi-est method of building a database response and profit model

DM

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Monday, Oct 16

4:30 p.m. - 5:30 p.m.

what nuMBers shoulD i Be looking at on MonDay Mornings?

aDvanceD

al Bessin

Partner, Lenser

Bruce Breckbill

Vice President, Direct Sales, Lehman’s

Martin Davis

Managing Director, West Marine

tony gasparich

Vice President, Direct Sales

This experienced panel of multichannel merchants will present and explain the metrics they review each Monday morning to manage their busi-nesses. You’ll learn which par-ticular metrics these executives use to alert them to changes in their businesses and to spot trends before the competition does. They’ll show you how they navigate a large volume of available data to focus on those metrics that are meaningful and actionable. You’ll see why these panelists look at metrics outside of marketing to aid marketing decisions, and much more.

learning Points:

• How to select the appropri-ate metrics for your multi-channel business

• How to improve your effec-tiveness by limiting the num-ber of metrics you review

• Why different businesses need to look at different metrics

DM

Monday, Oct 16

4:30 p.m. - 5:30 p.m.

analytical roaDMaP – the Marketer’s MaP to iMProveD roi

aDvanceD

Maria Marsala-herlihy

Senior Vice President, Strategic Consulting and Analytics, KnowledgeBase Marketing

Jesse roberts

Sr. Marketing Associate, KnowledgeBase Marketing

If you’re ready to take your marketing campaigns to the next level, this session is for you! Many marketers want to employ analytics but don’t know where to start. This session introduces you to the Analytical Roadmap AND you won’t need a statistics degree to comprehend it. All the concepts are presented in terms that you will understand, illus-trated with real-life case studies from companies that benefited from using analytical tools. This is a must-attend session for marketing professionals looking to improve their ROI!

learning Points:

• Complex analytical concepts in familiar terms that you can understand

• When to use analytics, how to get started, and which tools are appropriate for your marketing challenges

• How to bridge the gap between traditional direct marketing and database marketing

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MM rt ts

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

unDerstanDing the role your retail locations Play in your Direct Market-ing caMPaigns

interMeDiate

Marc fanelli

Vice President, Business Strate-gies Group, Experian

richard fenker

Co-Founder & Product Architect, Prediction Analytics

eric welter

Senior Vice President, J.Jill Group

Learn how to best utilize your retail channel as a more effective part of your marketing mix. You’ll learn new strategies for leveraging site analytics to tap into the marketing potential of your retail locations and improve sales forecasting across your entire marketing network. You’ll also learn to identify the risks associated with the cannibalization of competing marketing channels in order to gain true understanding of how to measure your multichannel effectiveness to improve recov-ery and optimize your ROI.

learning Points:

• How to more effectively tap into your retail locations as a marketing channel

• Strategies for improving sales forecasting by properly align-ing your retail channel with your other marketing efforts

• Using leading-edge solutions to measure your cross-channel cannibalization to improve ROI

Sponsored by the DMA Analytics Council

MM rt

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

enough hyPe – what is the real u.s. hisPanic Market oPPortunity

funDaMental

Michael saray

Founding Chairman, Michael Saray Hispanic Marketing, Inc.

In this lively and interactive ses-sion, we will move beyond all the hype surrounding the U.S. Hispanic market opportunity and focus on the key factors that you must consider in order to be successful. There are many issues raised when marketing to U.S. Hispanics, but the reality is that many are not important and can be easily dealt with. Instead, we will outline five areas of concentration that will streamline U.S. Hispanic initia-tives. This five-step approach, illustrated with frequent examples and mini-cases, will bring coherence and a fresh perspective for those working with U.S. Hispanic markets.

learning Points:

• This session will outline the five key areas, that when executed effectively, will bring you success in the U.S. Hispanic market

• The five-step process will put U.S. Hispanic marketing is-sues in perspective and allow you to focus on those that will make you successful

• Marketers will learn exactly what must be considered when adapting existing work to the U.S. Hispanic market

Sponsored by the DMA: Directo for Hispanic Marketing Council

DM PP MM

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anaLy ticS / reSearch

Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

BooMers & More – Mastering the 50+ MarketPlace

interMeDiate

kurt Medina

President, Medina Associates

Jumpstart your marketing with the NEW 50+ Marketplace! Today’s 50+ers actually encom-pass three vibrant segments that possess over half the country’s disposable income and three quarters of its assets. Master it yourself. Spend a fast-paced 60 minutes learning today’s 50+ marketing secrets. National mature market expert Kurt Medina will give you the basics and then share example after example of both good and bad 50+ promotional work, translat-ing pure theory into ideas you can take home and put to work in your company.

learning Points:

• Why the physical changes of aging, as early as 50 years old, will dramatically alter the style of marketing you need to be effective

• How to avoid the one major 50+ DRTV mistake as to why they were not successful

• A basketful of examples of major insurance, healthcare, travel, catalog, and other companies trying to reach this market, with analysis as to why they were successful or not (some were disastrous!)

BONUS! ALL attendees at this session will receive a compli-mentary copy of Medina’s book, 77 Truths about Marketing to the 50+ Consumer.

MM DM

Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

heaD to heaD: toP analysts Pit their MoDels against each other anD you win

aDvanceD

Brad rukstales

President and Founder, CAC Group

Come see the industry’s leading analytic suppliers compete to be this year’s champion! Contestants will have built a statistical model based on a data set provided. The results of the modeling challenge will be shared, and the winners will be announced at the session. Each winner will share the techniques they used, including variable construction, variable selection, exploratory analysis, and modeling techniques.

learning Points:

• “Best Practices” in all steps of the analytic process

• How to evaluate the effec-tiveness of a model

• Different methods of analysis that lead to better market-place results

Sponsored by the DMA Analytics Council and CAC Group, Inc.

DM

Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

how Does a $500k test BuDget garner $8 Million Dollars worth of learning?

aDvanceD

Jatinder singh

Senior Vice President, Group Account Director, Wunderman New York

Pfizer and Wunderman partnered to develop a highly successful, cost-effective ac-quisition test campaign and will share with attendees the secret to their success: use some of the most cutting-edge data test strategies now available to online marketers. While direct mail versioning has major test-ing limitations, the online space provided the ideal environment for developing and truly opti-mizing data-driven marketing strategies. Wunderman and Pfizer will show you how they used very powerful, yet under-utilized, statistical techniques to optimize in-market test learning.

learning Points:

• How to cost effectively man-age online testing

• How marketers can manipu-late online testing to their advantage

• The full potential of online testing

DM

Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

how to MaxiMize your catalog’s Multichannel sales & Profits

aDvanceD

chris carrington

President, Catalogs by Lorel

stacy hawes

Vice President, B2B Services, Abacus

Melissa howley

Director of Marketing, Hello Direct

Mary ann kleinfelter

Director of Marketing, Direct Mail, Carus Publishing

Catalogers are facing increased costs and an increased demand for profitability. They need to make sure they are using and correctly evaluating all the multichannel options available to them. You will learn some of the marketing techniques and strategies being used successful-ly to increase sales, offset costs, and maximize the profitability of your catalog. Experts from B-to-B and consumer catalogs will address ways to improve profitability in virtually all facets of the catalog process.

learning Points:

• Techniques for measuring and increasing the effectiveness of your multi-channel efforts

• Data management tips that can boost your catalog profit-ability now

• Realize a faster payback on your customer acquisition and reactivation efforts

Sponsored by the DMA Business-to-Business Council

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Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

leveraging the Power of research via integration with custoMer analytics

interMeDiate

shari Morwood

VP, Worldwide Market Research

Devyani sadh

CEO & Founder, Data Square

Find out why the whole is greater than the sum of its parts when it comes to combining research with customer data and analytics. Large companies spend millions of dollars con-ducting primary research each year. Yet much of this invest-ment does not realize its full potential. We will explore ways in which the value gained from primary research can be expo-nentially multiplied through integration with customer data. Learn specific methodolo-gies and analytic techniques that can be utilized both on the front end and back end to harness the true power of your research investments.

learning Points:

• Understanding what your customers are spending with you and spending with the competition

• Develop triggers to identify customers that may be at risk and/or those that present the best opportunity

• Innovative and cutting-edge analytic strategies

Sponsored by the DMA Analytics Council

DM

Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

Direct Marketing Metrics in a Multichannel worlD: what to track anD why

aDvanceD

sunil gupta


Debbie Megee


In a multichannel world, two basic tenets of modern direct marketing – tracking and mea-suring – are rendered increas-ingly complex. Even leading direct marketers are struggling to cope with, let alone master, the situation. Starting from the basic metrics associated with “stand-alone” direct mail, telemarketing, e-mail, and Web site performance, you will learn how to build an integrated reporting and testing system for quantifying and evaluating the results of your multichannel efforts.

learning Points:

• Basic direct marketing metrics

• How to monitor changes in new customer acquisition programs

• How to set up tests to mea-sure alternative marketing strategies

ct DM eM

wB MM PP

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

the celeBrateD MatchBack: why you shoulD Be Doing it!

interMeDiate

susan Mcintyre

President, McIntyre Direct

terrell sellix

VP Marketing, McIntyre Direct

If you’re not performing matchbacks, you could be leaving money on the table. With the advent of the Web and the increase in multichan-nel marketing, understand-ing where your orders and customers are coming from has become harder to learn and yet more critical to know than ever. Simply stated, matchbacks en-able you to connect marketing dollars with marketing results. In this session, we’ll share tips and lessons on how to perform matchbacks and how to use the results to improve your market-ing ROI.

learning Points:

• 10 must-do steps to perform-ing expert matchbacks, even on a limited budget

• 8 key lessons to learn from your matchback results

• Techniques and tools for getting matchbacks done in a way that’s best for your business

MM

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

DMa 4th annual Business review – 2007 econoMic forecast anD More

interMeDiate

Peter Johnson

VP/Senior Economist, Research & Market Intelligence

Direct Marketing Association

Come “follow the money” at DMA’s 4th Annual Business Review. Hear DMA’s senior economist, Dr. Peter Johnson, bring alive the latest economic developments shaping our industry. Whether you want to benchmark your company’s revenue, or discover which mar-kets or channels are growing the fastest or which services marketers plan to spend most on next year, this session will really help numbers-savvy marketers (and even the not so numbers-savvy) grow busi-ness by putting DMA research to work. As a special feature this year, DMA will debut its completely revised and updated Economic Impact Forecast for 2007.

DM

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StrategieS anD trenDS

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

Multichannel trenDs, incluDing the iMPact of search anD affiliate

aDvanceD

casey carey

SVP, Marketing, Abacus

elisa krause

VP, Analytics, Abacus

heather wilkerson

Communications Manager, Abacus

As consumers continue to adopt the Web as a purchasing channel and marketer’s allocate marketing dollars to new offer channels such as search and affiliate, it is critical that retailers understand how to best formulate a multichannel contact strategy. Combining data from multiple sources, including Abacus Channel-View (matchback techniques), Abacus Alliance demographics, Internet adoption data, and Search/Affiliate data can help you do just that.

learning Points:

• Benefit from the presenta-tion of research data based on actual buyer behavior

• Gain a better understanding of who to target for online sales

• Learn more about search and affiliate shopping, and strate-gies for taking advantage of both

seM MM eM ia

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

sony Business euroPe: a Data-Driven Marketing anD sales strategy

interMeDiate

Mark emmet

e-CRM Manager, Sony Business Europe

nick Martin

President, Mardev

In this dynamic session, learn how Sony Business Europe used a Web database platform to launch one of the countries most successful pan European marketing and sales strategies. You’ll hear how Sony achieved the buy-in of a decentralized European office network and how a blueprint for dealer support was created. Of course, with the technology also come the data discovery issues, leg-islative factors, and impact of consolidating Sony’s sales and marketing strategy online – all of which will be presented in detail. This is a case study not to be missed!

learning Points:

• How to create a data-driven marketing and sales strategy

• Selecting the right Web data-base program and creating a template

• Analyzing lead generation tools and tracking interna-tionally

eM ia

Monday, Oct 16

4:30 p.m. - 5:30 p.m.

what’s haPPening in the worlD’s Most DynaMic DM Markets?

interMeDiate

MoDerator:

Peter Blau

Managing Partner, Blau Moritz Klang, Inc.

Panelists:

Brian almeida

Director, Direm Marketing Services PVT LTD

alexei kruzhkov

Managing Partner, Connexions, LLC

Jo-Jo so

Managing Director, Direct Marketing International

Paul stolk

VP Marketing & Sales, Linea Directa Communications

It’s no surprise that the fastest growing direct marketing regions today are beyond America’s borders. So we’re flying in direct marketing executives from each of these organizations and geographies to tell you about the latest trends, current fads, and hottest products.

learning Points:

• Learn how to conduct global business and the common pitfalls to avoid

• Discover the most innova-tive and creative campaign techniques

• Uncover the opportunities and threats of outsourcing and whether it’s right for you

DM PP

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

is your BranD Burning online?

interMeDiate

Bronwyn syiek

COO, Quinstreet

Doug valenti

President & CEO, Quinstreet

Traditional Internet marketing segments channels by function-ality (e.g., paid search, banner advertising, and e-mail), this session demonstrates how to segment Internet marketing opportunities along the dimen-sions that really matter – risk, return, and reach. Packed with anecdotes and research observations, this presentation will provide a framework for Sr. Managers and marketing execu-tives to devise, evaluate, and execute an all encompassing interactive marketing strategy aligned with their company’s values, service proposition, and brand development.

learning Points:

• Decide on the appropriate type and amount of exposure (assessing the relative value of targeted vs. broad, and the inherent risks and opportu-nities)

• Measure metrics for cus-tomer acquisition (online marketing campaigns can be measured with precision)

• Assess their company’s risk tolerance and execute a me-dia plan that falls within it

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Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

Break through the clutter: Push anD Pull Direct Marketing to caPtivate consuMers

aDvanceD

Beth stelluto

SVP, Schwab Investor Services Marketing Communications, Charles Schwab

Consumers today are more demanding, knowledgeable, and autonomous than ever. They PULL information when they want it, where they want it, and how they want it, and they expect immediate answers. Most of us, as marketers, have not let go of the PUSH model – nor should we, at least not entirely. This session, using case studies from Charles Schwab, Lowe’s, and automakers will ad-dress trends that bring together push and pull marketing efforts to drive to improved conver-sion – all while keeping the consumer interests at the center of your vision.

learning Points:

• Getting your offers where consumers will respond to them

• Making your push market-ing more relevant through personalization

• Effectively leveraging search as a direct marketing tool

DM PP wB

ia eM

Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

online Marketing: new DMa require-Ments…Dealing with toDay’s reality in the MarketPlace

aDvanceD

MoDerator:

Pat kachura

SVP, Ethics & Consumer Affairs, Direct Marketing Association

Panelists:

rick Buck

Director, Privacy/ISP Relations, e-Dialog

al Diguido

President & CEO, Epsilon Interactive

stu stein

Brand Director, Kraft Foods/Gevalia Kaffe

Online marketing is a hot topic and the new DMA privacy and ethics requirements surrounding it are even hotter. Join these veteran direct marketers in a panel session on how to keep up with theses requirements in this ever-changing marketplace.

learning Points:

• Learn about current privacy and ethical requirements for online marketing

• Discover potential road-blocks and how to address them

• Keep abreast of pending and future requirements

Presented by the DMA Ethics, Privacy & Consumer Affairs Committee

DM

Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

international Direct Marketing: how flat is our worlD?

interMeDiate

Martin nische

CEO, Proximity Germany, LTD.

According to many newspaper columnists and journalists, the 21st century is getting flatter and flatter. This session will present a multitude of different factors that are driving inter-nationalism in our businesses. Key points that both agencies and clients need to consider will be reviewed as they increas-ingly work in a world where country borders count for less. Proximity Worldwide will pres-ent strategic research findings on this subject matter with its President & CEO, Martin Nitsche leading the session.

learning Points:

• Avoid common pitfalls when marketing internationally

• Walk away with key success factors of international cam-paigns

• View strategic research find-ings from a top international agency

DM

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

increasing custoMer rePurchase: a toyota case stuDy

interMeDiate

MoDerator:

tony hobley

Vice President, Group Account Director, Rapp Collins Worldwide

gregg Benkendorfer

National Manager, Interactive Marketing, Toyota Motor Sales, USA

Jim liszewski

President, Williamson Marketing Services Group (WMSG)

Delegates will hear how a leading global marketer like Toyota designed and executed a winning, integrated direct-mar-keting, call-to-action program that drove incremental sales at a superior ROI by leveraging best practices in brand planning, analytics, contact manage-ment, creative execution, and direct-mail production. The presentation will also highlight how to utilize all elements of direct marketing capabilities into actual, production-capable programs that perform in the marketplace.

learning Points:

• Implementation of a multi-touch marketing program

• Learn the framework for rigorous, in-market testing that supports refinement of future marketing parameters

• Understand how database and predictive modeling can help your customer base

DM

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proDuction

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

aMaze your coworkers: PreDict resPonse anD orDers

funDaMental

vincent Deangelis

Manager, Value Added and Special Services, US Postal Service

wanda senne

National Director of Postal Development, World Marketing

gretchen watkins

Direct Mail Manager, Macy’s South

This easy-to-follow “how to” session will give you the inside scoop on using the latest mail tracking tools and technology to gain an accurate view of when your mail arrives in-home and when incoming responses and orders are on their way back to you. You’ll learn the benefits of mail tracking and get real life case studies illustrating unique uses and measurable ROI to your business. You will take home implementable tactics to better integrate communica-tions in other channels, to better predict orders and donations, and to optimize the staffing of call, fulfillment, and customer service centers.

learning Points:

• Ensuring your mail arrives on time

• Reducing staffing costs by more accurately predicting customer orders and/or call patterns

• Better inventory manage-ment by knowing when custo-mer orders are coming in

DM

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

are you still Printing the olD-fashioneD way?

interMeDiate

richard goldsmith

Chairman, The Horah Group

Less time, less money, better quality: don’t we wish we could have them all? Today’s newest technologies in print produc-tion allow you to achieve all of these goals when producing direct mail and inserts AND improve the environment at the same time. This session will describe what the latest tools and techniques are and show you how you can implement them into your workflow for optimum efficiencies across your organization.

learning Points:

• Bringing order and control to your creative resources, physical and human, by using Web-based systems

• Saving days in your produc-tion schedule

• Getting the most accurate color reproduction for your clients

Sponsored by the Direct Marketing Agency Council

DM

Monday, Oct 16

4:30 p.m. - 5:30 p.m.

hitting a Moving target: new oPtions for last Minute change of Delivery aDDress

aDvanceD

tom wicka

Executive Vice President, IWCO Direct

When your direct mail offer isn’t delivered, you lose money. This timely and information-packed session explores an exciting new address-hygiene solution that allows for last minute changes of address – literally moments before the envelope is mailed. With 14% of the US population relocat-ing each year, billions of pieces of undeliverable standard mail miss their intended target. But no more. Learn to hit the bull’s-eye and reach more new customers with this industry-changing technology.

learning Points:

• Obtaining a better return on your postage spend

• Why proper address hygiene is critical for increasing response rates

• Working with your vendors to ensure your offer reaches its targets – even those who are “on the move”

DM

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

Pushing the enveloPe: using 3D Mailers in B-to-B leaD generation

aDvanceD

alan sharpe

President, Sharpe Copy, Inc.

The toughest job in B-to-B direct mail lead generation is reaching elusive business pros-pects with your message. That’s why dimensional mailers are so effective. They stand out, they arouse curiosity, and they get opened. This workshop shows examples of successful dimen-sional mailers and describes in an engaging, lively style why “lumpy mail” is so effective.

learning Points:

• How and why dimensional mailers boost response rates

• The five advantages of di-mensional mailers over other DM tactics

• Vital lessons from successful 3D mail packages

DM

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Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

variaBle Data Printing ... is it for real?

funDaMental

Jeff cleary

Managing Director, Catalyst Direct

Pat Mcgrew

Director, Industry Marketing, Kodak

Diane quinlisk

Senior Manager, Marketing, Kodak Graphic Communications Group

CRM doesn’t work! Printing is dead! You’ve heard it before, now discover why it isn’t true in this lively and valuable session. Learn to combine the power of variable data, color, and business intelligence to create communications that resonate with the target audience and generate response. This ses-sion will explore the market realities that can help you attain success through variable data printing. We will review the low-hanging fruit and the more complex issues associated with developing a variable data campaign. Find out how to assess your customer’s environ-ment, determine data infra-structure requirements, invoke good information design, and develop programs for bottom-line results.

learning Points:

• The latest market trends of personalized, customized campaigns

• What’s required to run vari-able data effectively

• Proven techniques for as-sessing and developing VDP campaigns

DM

Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

king content: is custoM PuBlishing the crown Jewel of Marketing?

aDvanceD

Jeremy Morris

Senior Vice President, Director of Publishing, Campbell-Ewald

Patrick o’connell

Editor, Deliver, The US Postal Service

Diana Pohly

CEO, The Pohly Company

lori rosen

Executive Director, Custom Publishing Council

For years, custom publications have delivered deep consumer engagement and an immersive brand experience, but have largely remained under the mar-keting radar. Thanks to media digitization and the rise of the Internet, consumer engagement has become the Holy Grail of marketing and companies are busy developing branded con-tent strategies to meet this new objective. This ground-breaking session will explore the vast potential of branded content and custom publishing.

learning Points:

• Why custom publishing is one of the fastest growing communications channels in the US

• Generating consumer engage-ment, and influencing brand attitudes and purchase intent

• Specific case studies, trends, ideas, and research that dem-onstrate the value of content as a communications solution

DM

Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

Direct Mail: it’s not your father’s olDsMoBile – it’s fresh, it’s gloBal

aDvanceD

richard arvonio

Director, Product Management, U.S. Postal Service

george hurst

Manager, Direct Mail, USPS

John Minnec

Managing Dir., Draft FCB Group

charles Prescott

Vice President, International, Direct Marketing Association

This session will focus on how direct mail is winning over marketers and reinvigorat-ing the advertising industry, domestically and worldwide, by changing the perception, at-titude, and habits of marketers. Hear about new and innovative products and services that are providing marketers with that “something extra” that makes their message or offer stand out in the mailbox! Learn how creating impact, reach, and value-added capabilities will help maximize your campaign’s effectiveness and support your direct mail strategies and tactics.

learning Points:

• Compelling research that confirms that your customers like receiving mail

• New innovations, trends, and concepts from a domestic and global perspective

• Crafting the right message for the right audience to make your mail piece stand out, and get opened and acted upon

DM

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

MiniMizing Postal exPense without carPet BoMBing

interMeDiate

tony Monago

Director, Marketing Analytics, Nationwide

steve streibel

Account Leader, SIGMA Marketing Group

This fast-paced session will focus on how you can have the best of both worlds by minimizing postal expense for a targeted acquisition program. Featuring a case study with Nationwide P&C, we’ll study their approach to significantly boost incremental sales, while lowering the marketing cost per acquisition. We will discuss both the creation of the geo-graphic targeting acquisition model and considerations for ensuring minimal postage ex-pense. You will also be provided with a framework for how you can apply these same concepts to your industry, including key consideration questions.

learning Points:

• Minimizing postal expense for a targeted campaign

• Boosting ROI and proactive-ly managing your Marketing Cost Per Acquisition to desired levels

• Developing a framework that you can use to determine if a geo-targeted model is right for you

DM

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BranD anD Direct

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

the new BranD contract: integrating BranD with Direct

funDaMental

MoDerators:

neil feinstein

Director of Creative Strategy, TrueNorth Inc.

Marjorie kalter

Professor and Graduate Pro-gram Director, NYU

Panelists:

claire Brand

General Manager, Keepsake Ornaments, Hallmark

karen ebben

Director, General Motors

linda spellman

Director, Multi-Channel Business, Home Depot

stu stein

Senior Brand Manager, Gevalia

This panel discussion will provide you with a range of experiences and recommen-dations related to one of the most important issues we face today: how and to what extent should direct marketing and branding be integrated? You’ll hear speakers talk about the challenges of multichannel marketing, how they use brand-ing in acquisition and reten-tion programs, how successful integration has been, and what the key issues are and how to resolve them.

learning Points:

• How to leverage branding in your direct marketing

• Meeting customer expectations• Achieving marketing objectives

MM DM

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

Direct Marketing in a BranDing worlD

interMeDiate

steve cuno

Chairman, Response Prospecting & Loyalty Strategies

Like it or not – and many direct marketers vote “not”- branding is the marketing buzzword of the new millen-nium. The good news is smart branding is a powerful tool, and savvy direct marketers know how to use it to increase response. In this useful and eye-opening session, you’ll learn to marshal the power of the brand to make direct marketing work its hardest. We’ll show you how to work with the brand, instead of beating your head against it. If anyone should be brand-ing experts, direct marketers should. Don’t miss this impor-tant session.

learning Points:

• Using branding to build response and sales

• What a real, workable brand is and isn’t

• Five hallmarks of a solid brand

DM

Monday, Oct 16

4:30 p.m. - 5:30 p.m.

what resPonse rates won’t tell you (anD you really neeD to know)

aDvanceD

chuck Mcleester

Managing Partner, Roska Direct Advertising

Direct marketers can be their own worst enemy. Even though they’re integrating branding into their advertising, they’re still caught in a response rate trap that prevents them from mea-suring the total effect that their advertising has on the target au-dience. As we move toward the fusion of brand and direct mar-keting, CPL, LTV, and other traditional metrics have become shackles that prevent us from uncovering the hidden value in our advertising. This session explores tools and techniques to measure direct advertising’s ef-fects on sales from non-respond-ers, brand awareness in specific target audiences, and prospect engagement. You’ll also see a real-life, anonymous example of how response data actually hid the segments that produced the best ROI.

learning Points:

• Measuring the benefits that go beyond immediate response rates

• Combining research and sales data with response measures to get the full picture

• Designing and executing measurements that bench-mark your results

DM

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

awaiting conver-gence: Bringing BranD & Direct together

aDvanceD

Peter gerber

Director, GM Corporate Brand, Global Strategy & Management, General Motors Corporation

richard rosen

President & CEO, AlloyRed

In today’s market, the only thing constant is change. Marketing needs to change to meet those demands. There is a method for delivering consistent, persuasive, relevant messages to the right customer at the right time using the right medium… and have confirma-tion you’ve reached them. Converging brand & direct opens the door sooner to an empathetic dialogue that gives you a clear view of where each customer is in the sales cycle. Richard Rosen and Peter Ger-ber will use case studies to show how the convergence of brand and direct can work within several areas of marketing.

learning Points:

• The basics of the Brand-In-teraction Method and how to use the Rosen Velocity Scale

• New tools for financial ac-countability

• Driving results using conver-gence

DM

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9BranD anD Direct

Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

BuilDing BranDs anD Driving resPonse: striking the right Balance

aDvanceD

tom klug

Brand Executive, CFM Direct

Marc Mentry

Vice President of Brand Marketing, Capital One

Response or branding – who’s going to win that battle? Now discover how you can have the best of both worlds when agency and client executives share solutions to the chal-lenges direct marketers face in building brands while driving response. Utilizing case studies and best practices, you’ll learn proven strategies and creative techniques that deliver the goods for acquisition and loyalty-based campaigns.

learning Points:

• Proven strategies for inte-grating brand into acquisi-tion direct mail

• Creative tools to build brand continuity throughout every customer touch-point

• “Stealth branding” creative tactics that get results

DM

Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

Delivering the oPtiMal custoMer exPerience through ultiMate BranDeD retail exPerience

interMeDiate

David Jeffers

Manager, Retail, Retail Brand Experience, John Deere

This dynamic, interactive engagement is led by an energized, inspirational talker and walker of retail experience ideation, design, and produc-tion. Take this journey into 3-dimensional brand positioning through Retail Experience.

learning Points:

• The critical role of Retail Experience in influencing the customer’s preference of your brand

• Best practices from Saturn, Starbucks, and the world famous Seattle Pike’s Fish Market

• Development of John Deere Place

DM

Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

innovating in BranDing anD winning in Direct

aDvanceD

sandra Blum

President, Blum & Company

karen rice gardiner

Director of Creative Services, National Geographic Society

Direct marketing (substitute: branding) can take your brand-ing (substitute: direct market-ing) efforts to an incredibly deep, personal, and profitable level. The thinking that brand-ing limits direct marketing ROI is passé (we hope). This session reports on innovations in branding integrated into direct marketing and new key performance measures. You’ll see how brands big and small, old and new, evaluate efforts in terms of both direct ROI and brand building. You’ll see how brand expression and mes-sages change depending on the media. In direct marketing you do what works, and branding is a powerful, direct weapon that really connects to the customer.

learning Points:

• How National Geographic em-ploys leading technologies to reach new audiences, infuses its brand into marketing mes-sages, and gets stellar results

• Integrating brand guidelines and effective direct marketing guidelines

• Applying the latest thinking and innovations in brand-ing to create winning direct marketing campaigns and multichannel marketing efforts

DM

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

BranD Drtv: go-to-Market strategies

funDaMental

Brian gilbert

Vice President, Integrated Marketing, The Hacker Group

Deborah narine

Executive Producer/Director, SpyGirl Productions

chuck shaw

SVP, Director of Client Services, ID Media

Now that the whole world has discovered the benefits of measured media, direct market-ers are making inroads into big-money TV budgets. You’ll learn how to get sales without sacrificing the brand. We’ll talk about how the most effective creative approaches strike the delicate balance between main-taining a positive brand experi-ence and getting the phone to ring. But wait! There’s more! You’ll walk away with best practices for media buying and how to align DRTV efforts with Search and online media all backed by real-world results. And naturally, we’ll talk about the numbers. Because it’s all about ROI.

learning Points:

• Incoporating DRTV into your overall DM strategy to reach new audiences

• Which KPIs (key perfor-mance indicators) to moni-tor closely to optimize your DRTV budget

• Choosing the right creative approach for your brand

Drtv eM ia DM

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L iSt anD DataBaSe

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

leveraging increMental resPonse MoDeling to MiniMize couPon waste anD Profit loss

interMeDiate

kevin lyons

Vice President, Analytic Technology, Harte-Hanks

Results-conscious marketers continuously strive to identify the “right” audiences for their marketing programs – those most likely to respond as desired. Traditional response modeling helps to locate and target those audiences, but incremental response modeling (IRM) goes an important step further. It reveals who requires some motivation (e.g., a cou-pon and extra communication) in order to respond, and who is likely to respond regardless. This vital data enables market-ers to reduce costs and waste while improving incremental response (and profit) by focus-ing marketing dollars where they will deliver the greatest value.

learning Points:

• Decipher the structure and approach behind several forms of IRM (and which one works best)

• Pinpoint the tangible bene-fits and potential roadblocks to accurate IRM deployment

• How to leverage IRM to improve lift in virtually any measurable marketing activity

DM eM

Monday, Oct 16

11:00 a.m. - 12:15 p.m.

Moving BeyonD custoMer-centric Marketing – what’s next for Best Buy?

interMeDiate

steve Mayberry

Senior Manager, Best Buy

Companies recognize that marketing must be customer-centric to be effective. Provid-ing a targeted, high-quality brand experience with every customer interaction is a form of differentiation and a com-petitive advantage. It drives repeat purchases, customer satisfaction, and loyalty. But how do companies achieve true customer-centricity? Best Buy, the largest consumer electron-ics retailer, has undergone an organizational transformation to empower its marketers to execute customer-centric com-munications resulting in higher response rates and increased customer loyalty. This session will highlight how Best Buy has centralized its marketing efforts to manage the growing complexity of increasing seg-ments, products, and channels to ultimately deliver customer-focused communications.

learning Points:

• Pinpoint benefits achieved and challenges addressed with customer-centric mar-keting

• Determine specific tech-nology required and best practices to consider

• Master the key steps to drive customer-driven marketing in your organization

DM MM rt

Monday, Oct 16

11:00 a.m. – 12:15 p.m.

Marketing PerforMance ManageMent – leveraging Direct anD MeDia MeasureMent

interMeDiate

r. scott cone

VP, Client Leader, Merkle, Inc.

Media mix modeling is the leading edge technique for estimating the relative impact of each form of marketing, from direct to e-mail and broadcast. While it provides a good method for understand-ing relative impacts, it does not effectively use the data traditionally available to direct marketers. This session will cover marketing measurement from both spectrums and pro-vide examples of combining the two measurement approaches to maximize the understanding of marketing impacts. These approaches will be reviewed in the context of a marketing measurement framework.

learning Points:

• Understand where media mix and traditional direct marketing campaign mea-surement fit within an over-all Marketing Performance Management framework

• Understand the data, analyti-cal techniques, and applica-tions of media mix modeling

• Review a roadmap to Per-formance Management best practices

DM

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

a Marriott vacation cluB international case stuDy

aDvanceD

Dominic albanese

Senior Vice President & Chief Marketing Officer, Marriott Vacation Club International

James koppenhaver

Group Vice President, Echelon Targeting

This session shares how Marriott Vacation Club International’s (MVCI) marketers merged their existing lifestage view of pros-pects with new tools in spending power. By intersecting discre-tionary time and discretionary money, MVCI discovered that brand affinity (i.e., trading up within a brand) better matches the profile of its target audience than channel preference (i.e., mid-tier fractional to upscale fractional). MVCI applied their learnings as a tactical tool to select and market to fewer and better prospective hotel guest households for one of MVCI’s fractional property brands.

learning Points:

• Discover how the intersec-tion of discretionary time and dollars produces a different, more powerful solution

• Discover how the combina-tion of discretionary time and discretionary dollars can be leveraged

• Learn how to isolate a subset of higher value prospects and tailor messaging designed to increase both response and conversion rates

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9L iSt anD DataBaSe

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

quit throwing Money away! a citifinancial Mortgage case stuDy

interMeDiate

chip Burgard

Vice President, Marketing, Citigroup

richard tooker

VP, Solutions Architect, Knowl-edge Base Marketing

Could you use another $150,000 in your direct mar-keting budget? Maybe more? It’s probably already there, you just have to find it!

learning Points:

• Discover how Citifinancial Mortgage used advanced data processing and better data management to realize that much in savings, with no decrease in the number of leads received.

• Gain a better understand-ing of a process that almost always receives less attention than it should

• Walk away with a specific checklist of what rocks to look under to find REAL MONEY

DM

Monday, Oct 16

3:00 p.m. - 4:15 p.m.

all custoMers are not createD equal…

aDvanceD

tim Prunk

Chief Executive Officer, Vistrio

You have two customers in front of you and only one room, one seat, or one car left. Who gets it? You’re consider-ing a major investment in the customer experience. Which of your customers are going to spend more as a result? You’re about to launch a new market-ing campaign offering tempo-rary elite status – who should you target? Who are your high value customers? Which customers have the most poten-tial? Which customers do you invest in, and what is the invest-ment strategy? These are just a few challeges facing todays multichannel marketers. This session will provide solutions to the complex issues.

learning Points:

• Quantifying and increasing share of wallet

• Distinguishing between types of loyalty behaviors – across and within travel supplier categories

• Identifying key drivers for maintaining loyalty

• Determining the impact of service needs and value pref-erences to craft offers, mes-sages, and pricing strategies that promote loyal behavior by type of travel

MM

Monday, Oct 16

4:30 p.m. - 5:30 p.m.

MultivariaBle testing: secrets of success froM conDÉ nast PuBlications anD aMeriPrise auto & hoMe insurance

interMeDiate

gordon Bell

President, Lucid View

tammy nelson

Director of Marketing, Ameri-prise Auto & Home Insurance

chet van wert

Strategic Marketing Director, Condé Nast Publications

You simply can’t afford to manage all of your testing as traditional split-run tests – they are costly and much too slow. Learn more, faster, and at lower cost with multivariable testing, a powerful tool that enables you to test dozens of marketing elements at once. In this session, leading marketers will share their experience and insights into their successful – and not so successful – direct mail, e-mail, and Internet tests.

learning Points:

• Detailed case studies from industry leaders

• How multivariable testing works and why it is so much more powerful than tradi-tional A/B tests

• Specific “secrets” and pitfalls of testing success: how to define good test elements, select the right test design, ensure measurable results, build market intelligence, and maximize profit growth

DM eM wB

Monday, Oct 16

4:30 p.m. - 5:30 p.m.

how segMentation DraMatically in-creaseD tiMe warner caBle’s Direct Mail roi

interMeDiate

Brian schmidt

Director of Marketing, Time Warner Cable

warren zeller

Vice President, Account Services Cohorts, Cohorts

See firsthand how Time Warner Cable – Charlotte increased response rates by 107% and ex-perienced a nearly 20% increase in sales close rate for its digital telephone service (VoIP). This case study presentation will demonstrate how Time Warner Cable – Charlotte used household-level segmentation to identify its best customers, create versioned mailers based on Cohorts’ database analysis, and most importantly, increase sales.

learning Points:

• Identifying customers most likely to purchase

• Optimizing the relevance of your direct mail pieces using segmentation and demo-graphics

• How to improve the ef-fectiveness of your direct marketing efforts using a combination of segmenta-tion and versioning

DM

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L iSt anD DataBaSe

Monday, Oct 16

4:30 p.m. - 5:30 p.m.

Best Practices Multichannel PrograMs that Deliver success

interMeDiate

vernon tirey

Senior Vice President, Solutions, Clicktactics

Although true multichannel programs (MCPs) are not as common as people think, they are as successful as one would hope. Best practices MCPs are customer-driven and able to make every communication highly relevant and useful to prospects and customers. Best of all, MCPs cut marketing costs and increase response and conversion rates. This session will review the op-portunities MCPs can provide your company and how your database, business rules, analyt-ics, communications channels, and production operations can be integrated to execute best practices multichannel market-ing programs.

learning Points:

• How to master four levels of multichannel marketing and determine where your company is in its evolution

• Leveraging advanced test and control techniques to drive highly customized communi-cations

• Which companies are utiliz-ing advanced multichannel programs today and what the key components are to their success

MM

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

the secrets of test Design strategies: a “how-to” for Direct Marketers

interMeDiate

Perry Drake

Vice President, Drake Direct

At this one hour intensive, you will learn the various secrets of developing, executing, and analyzing your testing pro-grams so that sound marketing decisions are made every time, guaranteed. You will hear vari-ous hints and tips on how to get the most out of your testing program within a set budget or one that is facing cuts. This ses-sion is for anyone who wishes to learn how to test smarter and wiser, thereby maximizing their testing ROI.

learning Points:

• Determine when it is ap-propriate to test multiple changes to your control package

• Discover why you should al-ways re-test your old control at least once when switch-ing to a new promotional strategy

• Analyse the correct way to evaluate your testing results by running best and worst case profit scenarios

ct DM eM

wB ts

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

nine DeaDly Mistakes in DataBase Marketing

interMeDiate

arthur hughes

Vice President, Solutions Archi-tect, KnowledgeBase Marketing

Most database marketing sessions focus on how to be successful. But being success-ful means knowing how to overcome challenges that arise in the process. This session focuses on what can go wrong, and how to anticipate obstacles along the way and avoid them before millions of dollars have been wasted. We will explore case studies from six different industries, including pack-aged goods, catalogs, B-to-B, telecommunications, insur-ance, and banking. If you are responsible for your company’s database marketing activities, you shouldn’t miss this valuable presentation.

learning Points:

• Discover nine common mis-takes that you should avoid in database marketing

• Learn five specific things that you can do to improve profits immediately

• Determine why coordinating electronic marketing with direct mail is a must

MM

Tuesday, Oct 17

8:30 a.m. - 9:30 a.m.

extreMe integrateD Marketing case stuDy

aDvanceD

anna Banks

VP & Digital Strategic Director, MRM Worldwide

In March, Microsoft initi-ated an umbrella campaign to business decision makers with a message that Micro-soft technology can empower workers to achieve business goals. This messaging platform, called “People Ready,” is a $500 million push across all media focused on driving a campaign that is integrated, trackable, and cutting edge in its use of emerging media. This is a campaign that truly blurs the line between “traditional” and “direct” marketing. This session will cover the challenges in cre-ating an integrated campaign of this scope.

learning Points:

• Discover the unique “below the line” campaign ele-ments from companies like Fortune, Video On-Demand (VOD), and TIVO

• Understand the relationship between “above the line” (traditional) media and “below the line” (direct mar-keting, interactive) media, and when combined how they create an accountable integrated marketing plan

• Walk away with the elements needed to create above or below the line campaigns

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9L iSt anD DataBaSe

Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

strategies for segMenting the Mature Market

interMeDiate

chuck hurst

Director of Research, JWT Ma-ture Market Group

Maria Marsala herlihy

SVP, Strategic Consulting & Analytics, KnoweledgeBase Marketing

Strategies for Segmenting the Mature Market will review the nuances of stratifying Boomers and Seniors into distinct behav-ioral clusters. Life stages within these cohorts are constantly in flux, thus making it difficult to target based on age. This ses-sion will focus on the meth-odology of developing and integrating clear-cut segmenta-tion schemes for improved ROI and various executions. The session will also introduce a consumer segmentation product called Mature Data Profiles, which classifies the mature market into 24 distinct segments for more precise tar-geting. The mature population makes up a significant majority of the wealth and discretionary income in the US.

learning Points:

• Applying segmentation tactics to the mature space

• Integrating key life stage and behavioral traits into action-able segments

• Capitalizing on Boomer and Senior consumer segmen-tation products, such as Mature Data Profiles

DM

Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

B-to-i: what is it, why it Matters anD how to aPProach it

interMeDiate

Mary english

Director of Strategic Alliances, MCH

The institutions market (e.g., education, healthcare, religion, and local government) is close to 24% of the GDP, but many B-to-B marketers don’t under-stand it, and market to it incor-rectly. This session will explain why it’s different and how to capitalize on the differences through smart targeting.

learning Points:

• Spell out the advantages and disadvantages of a traditional SIC approach in relation to institutions

• Detail who (by job titles) is making purchasing decisions in these markets

• Discuss the laws and trends that impact spending in these markets

DM

Tuesday, Oct 17

11:15 a.m. - 12:15 p.m.

the toP 15 Data ProBleMs that Plague B-to-B Marketers anD how to fix theM

aDvanceD

Bernice grossman

President, DMRS Group, Inc.

ruth stevens

President, emarketing Strategy Group

You already know what prob-lems you have. B-to-B data is a pain in the neck. It’s complex, fast-degrading and, worst of all, hugely important to your busi-ness success. But enough hand wringing. What are you going to do about these problems? We have answers for you. This session will quickly identify the top problems business market-ers face, and then delve into a variety of options for how to solve the problems. Not neces-sarily with ease or speed – but at least with practical good sense.

learning Points:

• Explore the 15 worst prob-lems that keep business-to-business database marketers up at night

• Discover practical tips on steps you can take to solve them, immediately upon your return from DMA06

• Hear firsthand the collected wisdom of leading experts in the field: we have inter-viewed the top practitioners to gather up their best ideas to share with you

ct DM eM

wB iM rt

Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

enhancing your roi: MoDeling secrets

funDaMental

Maryann Britt Bean-Perry

Senior Vice President, American List Counsel

Mary ann Buoncristiano

Executive Vice President, ALC

cheryl Dahlquist

Director of List Marketing, Meredith

todd leiser

Vice President of Database Marketing, Rodale

lori Magill-cook

Executive Vice President, ALC

You have spent hundreds of thousands of dollars to develop your customer base. Now is the time to take the next step and le-verage your asset by developing a modeling program. This session will lay out how to develop a successful modeling program (how to get started, and what resources are needed to be suc-cessful) from both a house file optimization standpoint and third party revenue generation.

learning Points:

• Learning from several industry pioneers who have developed successful model-ing programs

• Identifying what is work-ing, avoiding what is not working, and shortening the time to launch a successful program

• Generating revenue through new profit sources

Sponsored by the DMA Circulation Council

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L iSt anD DataBaSe

Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

Data quality rePort – are you Doing as gooD as you think you are?

interMeDiate

andrew kapochunas

Leader, Sales & Marketing Solu-tions, D&B

Companies have long identified data quality as paramount in an age where millions of dollars are spent on CRM systems. Ease of access to data doesn’t make the data any better, and can represent a significant cost of doing business if data quality is poor. This session addresses how well the US is doing at increasing data quality by high-lighting industry benchmarks for several metrics, then drilling down to individual examples of performance against those benchmarks by vertical. After reviewing industry perfor-mance, we will discuss tools in the marketplace to address data quality problems, including licensable software, USPS prod-ucts, and more.

learning Points:

• Assess benchmarks across key metrics in your marketing data

• Improve your customer and prospect data quality

• Determine how data quality improvements can impact sales & marketing perfor-mance

DM

Tuesday, Oct 17

2:45 p.m. - 4:00 p.m.

targeting Practice: how toP retailers are using DataBases toDay

interMeDiate

Matt spahn

CMO, ADVO, Inc.

As customer data gets more sophisticated, retailers are demanding more return from customer-loyalty databases. The most successful retail-ers are those who mine this information efficiently and take advantage of it through today’s most sophisticated targeting and analytics. This session, presented by the nation’s leading targeting company, which produces more than 250,000 targeting maps and 1,000 database projects for top retailers each year, will showcase techniques you can put into action.

learning Points:

• Discover trends in retailer applications of loyalty data-bases

• Apply tools to translate learnings into action

• Walk away with a step-by-step process to assess the marketing value of your database and develop an ap-plication plan

• Build and apply a “Learn-Do Loop”

DM PP

Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

the next Big thing: why you neeD a DataBase for ProsPecting anD how to get one?

interMeDiate

richard n. tooker

Vice President, Solutions Archi-tect, KnowledgeBase Marketing

Testing multiple lists from multiple data sources creates enormously complex and expensive processes designed to hit a constantly moving target. This fast-paced session will re-veal how a handful of marketers are using sophisticated prospect marketing databases to make those processes cheaper, better, and faster.

learning Points:

• How to finally solve the problems associated with using all those lists

• Refining targets and generate new customers and sales for your organization

• Improving your results and fattening your bottom line

ct DM MM

rt

Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

the wiki effect: how to leverage collective intelli-gence to increase sales

interMeDiate

Marc Parrish

VP of Marketing, Jigsaw Data Corp

Collaboration through online communities like Craig’s List, Wikipedia, and MySpace has shifted the way people search and view information, yet the concept is rarely used as a tool for business. Learn to capital-ize on the substantial direct marketing opportunity af-forded by the collaboration and sharing of information via the Web – particularly for identify-ing prospects.

learning Points:

• Examine how the Wiki con-cept is being applied today to speed marketing and sales

• Determine pain points in efficient data mining, and how marketers use Web 2.0 to avoid them

• Discover how the online community can efficiently ensure accurate customer data in today’s dynamic busi-ness environment

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9L iSt anD DataBaSe

Wednesday, Oct 18

9:00 a.m. - 10:00 a.m.

froM 0-60 – the Design anD DeveloPMent of MeDialive’s B-to-B Marketing DataBase

interMeDiate

Bernice grossman

President, DMRS Group, Inc.

al rosato

Director, Database Marketing, CMP Media, LLC

Direct from the trenches, hear what it is really like to build a B-to-B marketing database. Learn the truth about B-to-B data and what it’s really like to work with multiple vendors and internal staff changes. We’ll address the most common obstacles faced when building and implementing a B-to-B marketing database and how you can come out unscathed, successful, and ready for the next challenge!

learning Points:

• Discover the 15 most com-mon obstacles faced when building a B-to-B marketing database and how you can avoid them

• Pinpoint your needs and learn how to get your B-to-B marketing database up and running

Sponsored by the DMA Busi-ness-to-Business Council

MM

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

new Movers Pro-graMs - a cost effec-tive way to grow Mar-ket share anD revenue

interMeDiate

vernon tirey

Senior Vice President, Clicktactics

22 million households move in the U.S. each year and spend on average $9,000 each within the first three months of the move, creating a significant new customer acquisition oppor-tunity and also a market share threat for a range of businesses, from financial services to telecommunications to retail. Although new mover cam-paigns have been around for years, there is still a lot of room for improving these highly effective programs. A successful program means not only must you be “first in home” but also that you are eager to lend a helping hand. The timing, mes-sage relevance, and convenient response mechanisms are essen-tial requirements. This session will identify winning strategies and show marketers how to leverage data; analytics and automation to cost effectively acquire new movers.

learning Points:

• Discover what data is re-quired for your business and how to navigate a maze of confusing data options

• Learn how analytics can be best leveraged to drive results and measure success

• Know how to make time your greatest weapon and a hurdle for your competition

DM

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

Managing Data for a Multichannel worlD

interMeDiate

Monica c. smith

President/CEO, Marketsmith, Inc.

This session will provide you with ways to collect, organize, structure, and analyze data, in order to make multichannel marketing decisions. Mar-ketsmith President, Monica Smith, along with their client will discuss how they were able to create a unified marketing database that supported the company’s move into direct to consumer marketing. The result was a successful cam-paign that drove sales through multiple channels. Come to this exciting session and learn first-hand how to manage your data in the complex multichan-nel world.

learning Points:

• Take advantage of all points of contact and cross-polli-nate across channels

• Understand how to ensure technology supports data integration

• Create a comprehensive customer view which leads to increased customer value to organization

DM

Wednesday, Oct 18

11:30 a.m. - 12:30 p.m.

Multivariate testing for success

funDaMental

nick ruotolo

Vice President of Analytics, VistaPrint

This informative and revealing session will feature in-depth discussion of multivariate test-ing, using mega split runs to increase contribution margin. We will explain how and why VistaPrint implements this type of testing and will outline the success our company has enjoyed as a result of this testing methodology. Witness examples of how this type of testing helps improve user interface, and learn how to run more than 20 tests at one time to gather data on over 2,000 user experiences. Plus, learn about price elasticity, site traf-fic, and much more.

learning Points:

• Maximizing promotions and merchandising for bottom line benefit

• Implementing a complex multivariate testing model and optimizing results for greater revenue generation

• How the utilization of cross-sell and up-sell technologies maximize conversion

wB

��

WITHASPECTACULARNATURALSETTING, a fascinating history, a unique cultural identity, and world-class din-ing, shopping, and hospitality, it’s easy to see why the City by the Bay is one of America’s favorite destination cities. In fact, San Francisco is consistently the most requested site for DMA’s annual Conference.Take advantage of your time in San Francisco to sample the cuisine,

stroll through colorful neighborhoods, and visit some of the area attractions. There’s so much to do and see, many at-tendees choose to add an extra day or two to their trip to enjoy the city.Take a cable car ride over Nob Hill. Stroll through San Francisco’s distinct and colorful neighborhoods such as Chinatown, the Castro, the Mission District, and North Beach. Hit Fisher-

man’s Wharf for some food and fun, then hop a ferry to Alcatraz Island or Muir Woods. Hit the shops at Union Square. And don’t forget to view the majesty of the Golden Gate Bridge.Whether you’re a first-time visitor, or a long-time fan, here is a brief list of some favorite and famous San Francisco attractions to con-sider as part of your DMA06 experience.

g o l D E n gAt E B R i D g EStretching 4,200 feet and towering as high as a 65-story building, this beautiful and iconic bridge is the gateway to San Francisco.

F i s H E R M A n ’ s w H A R FOpen seafood markets, street performers, souvenir shops, restau-rants, and sidewalk vendors are among the many attractions on this popular stretch of wharf.

A lc At R A ZPreserved as a museum and park, the infamous former prison sits on a small island in the middle of the bay and once held some of America’s most notorious criminals.

U n i o n s q UA R EThis beautiful and bustling area is a shopper’s paradise offering designer boutiques, grand de-partment stores, and discount outlets, plus garden cafes and elegant restaurants.

lo M B A R D s t R E E tBuilt in 1920 on a 40-degree incline, this famous brick-lined street’s 8 switch-backs has earned it the title of the “Crookedest Street in the World.”

n A PA A n D s o n o M A VA l l E YsJust a few hours north of San Francisco, the popular Napa Valley and the more rustic Sonoma Valley, offer some of the most beautiful vineyards and acclaimed wines in the world. A perfect day- or week-end-trip for wine enthusiasts.

M U i R wo o D s Just across the bay lies a preserved “old-growth” Redwood forest with giant Sequoias that are among the tallest trees in the world.

F E R RY B U i l D i n g M A R K E t P l Ac ELocated at the historic landmark Ferry Building on the Embarcadero overlooking the bay, this farmer’s market offers fresh, local produce, flowers, and gourmet food of every description.

Plus, San Francisco offers a variety of world-class museums; theatre, dance, and music venues; nightlife for every taste; and a dizzying va-riety of fantastic restaurants.

For more information about exploring San Francisco, visit the San Francisco Visitor Bureau’s Web site at www.onlysf.sfvisitor.org.

reasons to visit san francisco

��

4 wAYs to REgistER:

onlinE: www.dma06.org

MAil: dMa registration & Housing bureau P.o. box 27152 new york, ny 10087-7152

FAX: 330.963.0319

E-MAil: [email protected]

For questions call: 1.800.293.7279 or 1.330.425.9330

1. PAY M E n tA completed registration form, along with full Payment to process your registration, your credit card number, or company check (pay-able to DMA), MUST accompany your registration. Registrations without full payment will not be processed.

2 . t R A n s F E R s A n D c H A n g E sPlease submit changes and transfers in writing to DMA Registration & Housing. Delegates will receive a confirmation within seven (7) business days. Changes received after September 30, 2006, will be handled on-site.

3 . c A n c E l l At i o n sIf you cannot attend DMA06, please send a substitute. Substitutions are allowed at any time and no fees are imposed. If you cannot send a substitute, please contact Customer Service four (4) weeks or more in advance of the event and your registration fee in full will be held on account for a future event. If you must cancel your registration, please refer to the Cancellation Refund Schedule below. Registrants who do not cancel or arrange to have their regis-tration fee held on account prior to the event, and fail to attend the event, forfeit their registration fee.

CANCELLATIONREFUNDSCHEDULE

• September 15, 2006 or before: 100% refund or account credit• September 16, 2006 through October 13, 2006:

No refund – account credit minus $150 fee• October 14, 2006 or no show:

No refund – no account credit

DMA is not responsible for any expenses incurred by you as a result of your registration, whether the event was attended or not.

4 . t E A M D i s c o U n t sRegister four (4) people from the same company at the same time and get a fifth (5) registration free. Registrations must be submit-ted at the same time and from the same company. This offer does not apply to Pre-Conference Only, Post-Conference Only, Exhibit Hall Only, or Daily Registration Rates. Team registrations must be submitted via fax or mail. Please photocopy the registration form for multiple registrations.

5 . i n t E R n At i o n A l D E l E gAt E sInternational registrations must be paid in U.S. funds either by credit card, corporate checks or bank transfer. Send the bank transfer to JPMorgan Chase Bank N.A., 1166 Avenue of the Americas, 16th Floor, New York, NY 10036. DMA Account # 033-1-020552, ABA #021000021. Bank transfers must reference registrant’s name, com-pany, and DMA06 Conference & Exhibition. Please attach a copy of the bank transfer confirmation to your registration form. Send only the registration fees to this account.

6 . s P E c i A l A i R FA R E sCall 1.800.683.9100 (U.S. only) – Special discounts are available on all major airline carriers.

7. s tAY w i t H D M ABy reserving your hotel accommodations in the official DMA room block, it allows us to hopefully avoid costly penalties, keep our con-ference cost down, and be able to book the facilities our attendees enjoy.

conference registration policies

For best availability, make your hotel reservation on or before September 15, 2006. after September 15, 2006, new reservations, changes, substitutions and cancellations can be made by fax or e-mail to the dMa registration & Housing bureau. conference registration is required to obtain housing.

We apologize for requesting your contact information a second time. Hotel registration is handled separately.

dMa customer Id # _______________________________________________________________________________________________________________________________________

First name ____________________________________________________________________________ Last name________________________________________ MI.____________

title _____________________________________________________________________________________________________________________________________________________

company ________________________________________________________________________________________________________________________________________________

address__________________________________________________________________________________________________________________________________________________

city _________________________________________________________________ State/Province _____________________________________________________________________

Postal code ________________________________________________________________ country _____________________________________________________________________

Phone _________________________________________________________________________ Fax _____________________________________________________________________

e-Mail ________________________________________________________________________ E-Mail addresses are required in order to send registration confirmations.

single/Double Room Rate*Hotel name

san francisco marriott $254/$254 –Headquarters Hotel The argent $245/$245 Hilton san francisco single $249 – Standard $300 – executive Level Double $249 – Standard $329 – executive LevelPalace Hotel $240/$240Renaissance Parc 55 $230/$240st. Regis $350/$350westin st. francis $240/$240w Hotel $250/$250

*triple, Quad and Suite room rates available on request. **rates include a subsidy to offset shuttle expenses.

*** rates include subsidy to offset shuttle expenses. all rooms are subject to applicable taxes and fees. Hotel tax rates are subject to change without notice.

Room Type:❑ Single — 1 bed/1 Person❑ double — 1 bed/2 Persons❑ double-double — 2 beds/2-4 Persons❑ Handicap accessible❑ Smoking❑ Suite (Please contact me) ❑ check here if you have any special requests (which need

to meet the american with disabilities act, dietary require-ment, or otherwise). We will contact you.

other ___________________________________

noTE: Room type and special requests based on availability at check-in.

select HotelsPlease list in order of preference. LISt HoteL’S entIre naMe.

1

2

3

4

5

Hotel selection importance: ❑ rate ❑ Location

note: DMA Housing Bureau reserves the right to assign first available hotel based on preference of rate or location.

other Roommates (four people maxImum per room):In addition to occupant above

roommate #1

roommate #2

roommate #3

PlEasE GuaRanTEE mY REsERvaTIon wITH:❑ Visa ❑ Mastercard ❑ american express ❑ discover card

credit card number__________________________________________________________

expiration date_______________________________________________________________

name of cardholder (Please Print)______________________________________________

company name (as it appears on card)_________________________________________

cardholder’s Signature________________________________________________________

How To REsERvE YouR HoTElFor best availability, make your reservation by September 15, 2006. after this date, new reservations, changes, cancellations and substitutions can only be made by fax or e-mail to dMa registration & Housing bureau. register online at www.dma06.org. delegates will receive an instant hotel confirmation. a credit card is required to secure and guarantee your room. the cutoff date for hotel reservations is September 15, 2006. a deposit of one night’s room rate is required. reservations cancelled less than 21 days prior to arrival are subject to loss of first night’s deposit. In the event the first-choice hotel is full, the dMa registration & Housing bureau will wait-list you for that hotel and make a reservation for you in your next-choice hotel. you will be notified if space becomes available. reservations received by e-mail, fax or mail will receive confirmations within five (5) business days.

HoTEl InfoRmaTIon:

arrIVaL date: _____ / _____ (MontH/day) dePartUre date: _____ / _____ (MontH/day)

Mail: DMA registration & Housing Bureau P.o. Box 27152 new York, nY 10087-7152

Fax: 330.963.0319 e-Mail: [email protected] questions call: 1.800.293.7279 or 1.330.425.9330

HoTEl maP KEY

1 San Francisco Marriott (HQ Hotel)

2 the argent3 Hilton San Francisco 4 Palace Hotel5 renaissance

Parc 556 St. regis 7 W Hotel8 Westin St. Francis

hotel registration form

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DirECT MarkETiNg bOOT CaMp

agENDa aT-a-glaNCESee All Session Descriptions on Pages 20-53

CrEaTivE sTraTEgy aND ExECUTiON aCqUisiTiON, rElaTiONship, aND lOyalTy MarkETiNg iNTEraCTivE MarkETiNg aNalyTiCs/rEsEarCh


Marketing Part 1


Marketing Part 2

Essentials of Predictive Modeling and Segmentation

Part 1

Essentials of Contact Strategy and

Relationship Marketing Part 2

Adventures in Creative Strategy


Copywriting Part 1


Copywriting Part 2

Production Strategies

Breaking the Rules: Creating Dazzling, High-Performance

Direct Mail

Creative with a Salesman’s Edge

– Making your Creative Do Its Job More

Powerfully

Effective Copy for All Media

This Worked, That Didn’t

Winning Baby Boomers as Customers Through

Direct Marketing

Harnessing Human Behavior: 10 Steps to Must-Read Mailings

Dear Reader: The Lost Art of Personal Letter-Writing in Direct Mail

Fixing Broken DM Programs Fast – 8

“Must-Know” Methods for Saving the Bacon

Creative Masterclass

48 Sure-fire Tips For Increasing Your Web

Conversion Now

HEADLINE BOOT CAMP!

Online Creative Essentials – Engaging

Customers with Superior Execution

Increasing B-to-B Response Through

Promotional Inclusion

Revising Creative to Revitalize Sales

Get in Touch with the Hard to Reach

Executives

20 Ways to Boost Response Rates: Subject Lines, Content, and Creative Tests

How Blending Analytics and Creative Resulted in a 60% Breakthrough

Package

25 Questions That Will Help You Develop a Creative Strategy to

Drive Web and Direct Sales

This Session is All About YOU

Extreme Catalog Makeover: Creative Transformations that

Sell!

Creative Tips & Tricks – Maximizing

Marketing ROI

Using Mail and E-Mail to Boost Nonprofit

Response

Long Live the Print Catalog!

HPshopping.com’s Catalog Success

Grand Unification Theory – Achieving Seamless Creative

Integration Across Every Channel

Loyalty Leaders Tell All: Lessons Learned from

the Trenches

Subaru’s Secrets to Continually Increasing

Service Loyalty

Neurographix: Match Your Message to the

Mind of your Customer by Using Their Thinking Style to your Advantage.

Don’t Bombard Consumers with Mass Market Advertising. Woo Them Online!

Direct Marketing Growth…Why You

Can’t Afford to Ignore it

Tips, Tricks and Secrets to Creating a National

Lead Generation Campaign with a

Market-to-Market Focus

Leveraging Inbound Technology for a Strong

Customer Experience

Retention Strategies and Proven Tactics for Continuity Marketers

Insert Media’s Role in a Multichannel World – A Solid Acquisition Vehicle

Breakthroughs in Opt-In Marketing: Learn the

Strategies that Are Helping Microsoft

Achieve Opt-In Rates of 40% Plus, Worldwide!

Marketing to the Customer Lifecycle: How Pitney Bowes Increased

Response 350%

Moving from USPs to ESPs – Capturing

Lifetime Value Through Innovative Emotional Marketing Strategies

The Art and Science Of Touching People

(without Going to Jail) In A Real-Time, Wired, On-Demand Marketing

World

Three Heads Are Better than One: A DIRECTV

Case Study

Event-Based Marketing to Behavior Based Marketing (Trigger Based Marketing)

Creating & Marketing to High Value Segments on

a Shoestring Budget

Power Segmentation for Search Marketers

Case Study: Keeping It Exclusive: How a Private Affiliate Program Can

Meet YourGoals

Stop Losing Customers Before You Get Them:

The Power of Real Time E-Mail Address

Validation

How Vermont Teddy Bear Is Reaping the Benefits of a New

E-Commerce System

SEM 201: Next Generation Search

Beyond Initial ROI – Utilizing Your Brand to Improve Your Search

Marketing Results

Utilizing RSS to Boost E-Commerce Traffic and

Revenue

Boosting Conversion Rates: Best Practices from MarketLive’s Online Merchants

Stop Benchmarking and Hit the Trenches: Guerilla Tactics for

Web Site Effectiveness

Waste Not: Generating Only Quality Leads

Online

Blogs, Podcasts and RSS: New Tools for

Customer Acquisition and CRM

How to Best Leverage Search Marketing and Web Analytics to Drive

Leads

Decoding the DNA of Brand-Based DRTV

Start Your Marketing Engines:

Turner Sports Shares E-Mail Best Practices

10 Ways to Improve Your E-Mail Reputation

What’s in the ePostal Box: The Impact of 1:1

Marketing on Consumer Response – Tales from

the Field

Seek, Ask & Serve – How to Use E-mail, Surveys & Search to

Succeed

The Industry Experts Guide to Interactive

DRTV

Generating Profitable Long-Term Customers

Through DRTV

Paid Search Check-up: A Complete Physical for Pay-Per-Click ROI

From the Front Line: Top E-Mail Executives Shed Light on Industry

Challenges

Radio 101 – Your Complete Guide to

Direct Response Radio

Add Relevancy & Accountability to

Your Marketing with Enterprise Marketing

Automation

How to Fry Phish and Not Get Burned

Ch-Ch-Ch-Changes: Critical Developments in Privacy and Data Security Legislation

The Ten Legal Direct Marketing Mistakes

Most Commonly Made in the EU and How to

Avoid Them

What Numbers Should I Be Looking at on

Monday Mornings?

Understanding the Role Your Retail Locations Play in Your Direct

Marketing Campaigns

Boomers & More – Mastering the 50+

Marketplace

How Does a $500K Test Budget Garner

$8 Million Dollars Worth of Learning?

Leveraging the Power of Research via Integration with Customer Analytics

The Celebrated Matchback: Why You Should Be Doing It!

Statistical Modeling for Customer Acquisition,

Cross-Sell, and Retention: A Holistic Approach to

Driving Customer Lifecyle Management

The Genetic Jackknife Method: 3-in-1 Tool

for Variable Selection, Data Mining and Model

Building

Analytical Roadmap – The Marketer’s Map to

Improved ROI

Enough Hype – What Is The Real Hispanic Market Opportunity

Head-to-Head: Top Analysts Pit Their

Models Against Each Other and You Win

How to Maximize Your Catalog’s Multichannel

Sales & Profit

Direct Marketing Metrics in a Multichannel

World: What to Track and Why

DMA 15th Annual Business Review – 2007 Economic Forecast and

More

kEyNOTE: John battelle, best-selling author of “The search: how google and its rivals rewrote the rules of business and Transformed Our Culture”

kEyNOTE: John battelle, best-selling author of “The search: how google and its rivals rewrote the rules of business and Transformed Our Culture”

radical Direct advertisingThOUghT lEaDEr FOrUMs (Concurrent):

securing your brandThOUghT lEaDEr FOrUMs (Concurrent):

kEyNOTE: sir richard branson, Chairman, virgin group of CompanieskEyNOTE: sir richard branson, Chairman, virgin group of Companies

Exhibit hall OpenExhibit hall Open

Marketer of the year award and keynote: paula a. sneed, Evp, global Marketing resources & initiatives, kraft Foods inc.

Marketer of the year award and keynote: paula a. sneed, Evp, global Marketing resources & initiatives, kraft Foods inc.

Exhibit hall OpenExhibit hall Open

4:30 p.m. –5:30 p.m.

11:00 a.m. –12:15 p.m.

1:45 p.m. –2:45 p.m.

3:00 p.m. –4:15 p.m.

8:30 a.m. –9:30 a.m.

11:15 a.m. –12:15 p.m.

2:45 p.m. –4:00 p.m.

4:15 p.m. –5:15 p.m.

6:30 p.m.

9:00 a.m. –10:00 a.m.

10:15 a.m. –11:30 a.m.

11:30 a.m. –12:30 p.m.

8:45 a.m. –10:30 a.m.

10:30 a.m. –7:00 p.m.

9:30 a.m. –5:00 p.m.

10:00 a.m. –11:00 a.m.

Pre-conferenceSAT :: ocT 14

10:00 A.M. - 4:30 P.M.

DaTabasE MarkETiNg

10:00 A.M. - 4:30 P.M.

DirECT MarkETiNg UNivErsiTy

10:00 A.M. - 4:30 P.M.

E-Mail MarkETiNg

10:00 A.M. - 4:30 P.M.

FasT & FUriOUs CrEaTivE TUNE-Up

10:00 A.M. - 4:30 P.M.

sEarCh ENgiNE MarkETiNg

SUN :: ocT 15

9:00 A.M. - 3:30 P.M.

DaTabasE MarkETiNg

9:00 A.M. - 3:30 P.M.

DirECT MarkETiNg UNivErsiTy

9:00 A.M. - 3:30 P.M.

E-Mail MarkETiNg

9:00 A.M. - 3:30 P.M.

FasT & FUriOUs CrEaTivE TUNE-Up

9:00 A.M. - 3:30 P.M.

sEarCh ENgiNE MarkETiNg

PoST-conferenceWed :: ocT 18

2:00 P.M. - 4:00 P.M.

bEsT praCTiCEs iN CUsTOMEr aCqUisiTiON aND lOyalTy

2:00 P.M. - 4:00 P.M.

braNDiNg FUNDaMENTals

2:00 P.M. - 4:00 P.M.

CrEaTivE sTraTEgy aND ExECUTiON

2:00 P.M. - 4:00 P.M.

DrTv

2:00 P.M. - 4:00 P.M.

MObilE MarkETiNg

THUR :: ocT 19

9:30 A.M. - 4:00 P.M.

bEsT praCTiCEs iN CUsTOMEr aCqUisiTiON aND lOyalTy

9:30 A.M. - 4:00 P.M.

braNDiNg FUNDaMENTals

9:30 A.M. - 4:00 P.M..

CrEaTivE sTraTEgy aND ExECUTiON

9:30 A.M. - 4:00 P.M.

DrTv

9:30 A.M. - 4:00 P.M.

MObilE MarkETiNg

international EChOTM awards gala international EChOTM awards gala

Conference registration packages

DMa Member Pre-conference, conference & exhibition, Post -conference (includes ecHo Gala) ❑ $1,799 ❑ $1,899 Pre-conference, conference & exhibition (includes ecHo Gala) ❑ $1,599 ❑ $1,699 Post-conference, conference & exhibition (includes ecHo Gala) ❑ $1,599 ❑ $1,699 conference & exhibition only (includes ecHo Gala) ❑ $1,399 ❑ $1,499 Pre-conference only* ❑ $ 599 ❑ $ 699 Post-conference only* ❑ $ 599 ❑ $ 699

Non Member Pre-conference, conference & exhibition, Post-conference (includes ecHo Gala) ❑ $2,299 ❑ $2,399 Pre-conference, conference & exhibition (includes ecHo Gala) ❑ $2,099 ❑ $2,199 Post-conference, conference & exhibition (includes ecHo Gala) ❑ $2,099 ❑ $2,199 conference & exhibition only (includes ecHo Gala) ❑ $1,899 ❑ $1,999 Pre-conference only* ❑ $ 699 ❑ $ 799 Post-conference only* ❑ $ 699 ❑ $ 799

*ECHO Gala not included in registration. do you plan to attend the ecHo Gala? ❑ Yes ❑ No

special Event Options: ecHo Gala (if not included with registration) ❑ $150 Broadcast council Networking Reception ❑ $ 45 direct Marketing Agency council Brunch & open Meeting ❑ $ 65 Financial Services open Business Breakfast Meeting ❑ $ 40 Financial Services Networking Reception & dinner ❑ $115 Insert Media council Networking Reception ❑ No charge International council Networking Reception ❑ $ 45 List & database council educational and Networking Breakfast ❑ No charge Search engine Marketing council Networking Breakfast ❑ $ 40 Special Interest council Reception ❑ $ 45 Teleservices council Luncheon & open Meeting ❑ $ 40 Travel & Hospitality educational and Network Breakfast ❑ $ 40

TOTal (conference Registration fee + Special event fees) $______________

dMA customer Id # __________________________________________________________ e-Mail ___________________________________________________________________________

First Name _______________________________________________________________ Last Name ____________________________________________________ M.I._________________

Title _______________________________________________________________________company __________________________________________________________________________

Address_______________________________________________________________________________________________________________________________________________________

city ______________________________________________________________ State/Province ________________Postal code ___________________country _______________________

Phone __________________________________________________________________________ Fax __________________________________________________________________________

1. My job title is:

2. My primary job function is:

3. What is your company’s projected marketing expenditures for the next 12 months?

4. What role do you play in the purchasing of marketing products and/or services?

■ Final Say (d1) ■ Specify (d2) ■ Recommend (d3) ■ No Role (d4)

5. What is the primary activity that best describes your firm?

6. in what capacity do you support the marketing process?

❑ check here if you have any special requests (which need to meet the Americans with Disabilities Act, dietary requirements, or otherwise). We will contact you.

❑ Please do not include my name in any conference collateral.

■ $0 - $99,999 (c1)■ $100,000 - $499,999 (c2)■ $500,000 - $999,999 (c3)

■ $1,000,000 - $4,999,999 (c4)■ $5,000,000 - $9,999,999 (c5)■ $10,000,000+ (c6)

■ As a supplier of marketing products and/or services■ As a user of marketing products and/or services

Demographic information:

■ President/ceo/chairman (A1) ■ Sr. or executive Vice President (A2)■ Vice President (A3)■ director (A4)

■ Manager/Account executive (A5)■ educator/Professor/Teacher (A6)■ Staff (A7)■ other (A8)

Mail: DMA registration & Housing Bureau P.o. Box 27152 new York, nY 10087-7152

Fax: 1.330.963.0319e-Mail: [email protected] questions call: 1.800.293.7279 or 1.330.425.9330

key Code

ChOiCE OF payMENT❑ American express ❑ Mastercard ❑ Visa ❑ discover card❑ Bank Transfer (Please attach copy.) ❑ check #___________________________ (Payable to DMA)

Registration fees will be charged to your credit card upon receipt of your registration form.

credit card Number _______________________________________ expiration date ________________

Name of cardholder (as it appears on card) _________________________________________________

company Name (as it appears on card) _____________________________________________________

cardholder’s Signature ____________________________________________________________________

regular7/1 – 10/13

On-site ratesPlease select one of the following rates:

Additional registration options are available at www.dma06.org

■ Financial Services (e5)■ Internet (e6)■ List/database (e7)■ Nonprofit (e8)

■ Publishing (e9)■ Teleservices (e10)■ other (e11)

■ Agencies (e1)■ Business-to-Business (e2) ■ catalog/Mail order (e3)■ consumer Products/ SVS (e4)

Tue 6:30 p.m.Sun 6:30 p.m.Sun 8:30 a.m.Mon 7:30 a.m.Mon 7:00 p.m.Sat 6:00 p.m.Mon 6:00 p.m.Tue 7:30 a.m.Tues 7:30 a.m.Mon 6:30 a.m.Mon 1:00 p.m.Mon 7:30 a.m.

Not a DMa Member? Join now and your company can save $500 per registrant. Call 212.768.7277, ext. 1155, for more information or to join!

ConferenCe registration form

57

■ Acct Management/client SVS (B1)■ Advertising (B2)■ Analysis (B3)■ Business Planning/development (B4)■ cataloger (B5)■ circulation (B6)■ communications/Public Relations (B7)■ consultant/Freelancer (B8)■ copywriter/editorial (B9)■ creative design (B10)■ customer Service (B11)■ database Marketing (B12)■ direct Mail (B13)■ e-commerce (B14)■ educational/Training (B15)■ e-Mail (B16)■ Finance/Budget/Accounting (B17)■ Fulfillment/Warehouse (B18)■ General Management (B19)■ Government Affairs (B20)■ Human Resources/Training (B21)■ Information Technology (B22)

■ Internet/electronic Media (B23)■ Legal (B24)■ List Management (B25)■ Marketing (B26)■ Merchandising (B27)■ operations/Facilities (B28)■ Privacy (B30)■ Product/Brand Management (B40)■ Production/Purchasing (B41)■ Project Management (B42)■ Research (B43)■ Sales/Support (B44)■ Telecommunications (B45)■ Teleservices (B46)■ other (B47)

Please enter Key code found on your mailing label.

Online registration: www.dma06.org

MoScone convenTion cenTer San FranciSco

cUSToMerS Are on A JoUrneYBE THE DESTINATION

oPTIMIze All MeDIA CHANNelS

CelebRATe exCelleNCe

DISCoveR SolUTIoNS

www.dma06.org

come to San Francisco this october…and get

results.


MoScone convenTion cenTer

San FranciScoo c T o B e r

14-192 0 0 6

o c T o B e r

14-192 0 0 6

Register today and SaVe up to $100

Featuring Keynote

Sir richard branson

thousands of the world’s most



shouldn’t you?

• Thrilling Keynote Speakers, including:

— Sir richard branson, Chairman, virgin Group of Companies

— paula a. Sneed, executive vice President, Global Marketing Resources & Initiatives, Kraft Foods, Inc.

— John battelle, Co-founder of WireD and best-Selling Author of The Search


• The International eCHo™ Awards Gala hosted by emmy-award winning Comedian, dana carvey

• A jaw-dropping exhibit Hall that consistently generates more partnerships, ideas, and business than all other marketing conferences

come to San Francisco this october…and get results.


shouldn’t you?

www.dma06.org






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New York, NY 10036 USA

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