DMA Announces Second Annual Directo Day West Conference

July 31, 2006 – Following the success of last year's inaugural event, the Direct Marketing Association (DMA) today announced that Carl J. Kravetz, a twenty-year veterano of Hispanic marketing in the US, will give the keynote address at the second annual DMA Directo Day West Conference, to be held on August 7, 2006 at The Westin Long Beach in Long Beach, CA.

Kravetz is chairman and chief strategic officer of Los Angeles-based Hispanic advertising agency cruz/kravetz:IDEAS, which he founded in 1991. Under his leadership, cruz/kravetz:IDEAS has worked with such world-class companies as Coca Cola, Lincoln Mercury, Kraft Foods, Citibank, Cigna Health Care, Denny's, Disney Channel, Fox Cable, El Pollo Loco, Target, mike's hard lemonade, H&R Block, and both of Mexico's largest banks.

Kravitz has received many honors for his work, including the Clio Award and the Se Habla Español Ad of the Year for his work on Mexico Tourism, as well as the Effie for Lincoln Mercury, and an AME award for El Pollo Loco.

Directo Day West will focus solely on direct marketing to the Hispanic population. The conference will present a mix of case studies and interactive sessions detailing the latest strategies and tactics for effectively reaching the ever-growing US Hispanic market.

Directo Day West Conference will also feature the following presentations:

Bienvenido a Wells Fargo! A Case Study on How Wells Fargo Welcomed and Retained Valuable Hispanic Customers

This session will illustrate how direct mail helped Wells Fargo retain Hispanic-American customers, and promote their other banking services.

English or Spanish: What do US Hispanics Prefer?

As the rich connections between the Spanish language and Hispanic culture continue to evolve, understanding the way language, culture, and human experience inter-relate is a powerful and essential tool for direct marketers.

Roundtable Discussions

At each table, teams of participants will work together to find solutions to the questions posed to them. Attendees will have the opportunity to share ideas, ask questions, and network with other professionals involved in direct marketing to Hispanics.

Segmentation and Creative Achieving DM Harmony

A panel of experts will discuss how marketers can adjust Hispanic direct response marketing to fit targeted segments, in order to differentiate themselves from competitors and improve ROI.

Identify More Hispanic Prospects Than Ever Before

This session will help direct marketers build a robust Hispanic database, create meaningful Hispanic segments, drive ongoing improvements in Hispanic marketing campaigns, and determine where Spanish language matters in their businesses.

At Directo Day West, attendees will hear from a group of carefully selected experts who will share the latest data, trends, and actionable best practices to maximize Hispanic direct marketing efforts. The conference offers a strong mix of top presenters, thought-provoking marketing ideas, and unbeatable networking opportunities.

To register, or for more information, visit www.dmadirectodays.org or call DMA Customer Service at 212.790.1500.

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