DMA06 in San Francisco: Direct Marketing Boot Camp Prepares Junior Direct Marketers for an About-Face!

September 13, 2006 — Attention! The place to get junior marketers in tip-top shape is at DMA06’s Direct Marketing Boot Camp! Led by a brigade of industry “generals,” this series of fundamental sessions will provide junior direct marketers with the training they need to be on the frontlines of direct marketing success.

The Direct Marketing Boot Camp sessions will take place throughout the day from Monday, October 16 through Wednesday, October 18 at DMA06, the Direct Marketing Association’s Annual Conference & Exhibition, which will be held October 14 – 19 at San Francisco’s Moscone Convention Center.

“Our priority at DMA06 is to provide an enriching experience for direct marketers at all stages of their careers,” said Julie Hogan, acting vice president of DMA Conferences and Events and executive producer of DMA06. “We are thrilled to be able to furnish attendees with a formidable foundation from which they can launch their successful careers in direct marketing.”

DMA Boot Camp Sessions

DM Basics: Art and Science of Direct Marketing Part 1

Monday, October 16

11:00 a.m. – 12:15 p.m.

Get up to speed on the essential techniques of direct and interactive marketing in this session that will cover the basics of customer acquisition, customer retention, and increasing sales for both Business-to-Business (B-to-B) and Business-to-Consumer (B-to-C) marketers. Attendees will learn the four essentials of direct marketing math: CPM, OPM, CPO, and ROI, and learn how to think like a direct marketer -- both off and online.

DM Basics: Art and Science of Direct Marketing Part 2

Monday, October 16

3:00 p.m. – 4:15 p.m.

The marketplace is changing and so is the art and science of direct marketing. This session will focus on the important components of B-to-B and B-to-C marketing and how to apply them online and offline. It will provide winning case examples, a checklist of proven offers for the Internet and offline media, and five critical success factors in offer development.

Essentials of Predictive Modeling and Segmentation Part 1

Monday, October 16

4:30 p.m. – 5:30 p.m.

Prediction and segmentation models are commonly used to increase response rates, reduce attrition and segment customer files. Discussions will focus on the indispensable tools used to reach direct marketing goals including: CHAID, ordinary and logistic regression, gains charts and factor and cluster analysis. Case studies of successful modeling projects will be explored as attendees gain a better understanding of how and when modeling can increase the effectiveness of marketing programs.

Essentials of Contact Strategy and Relationship Marketing Part 2

Tuesday, October 17

8:30 a.m. – 9:30 a.m.

This provocative session will outline how to use information gained from data mining and model building to develop and execute effective marketing programs. Attendees will be shown how to regulate the timing and frequency of customer contact to optimize ROI, and will learn the five keys to creating and executing a successful contact strategy.

Adventures in Creative Strategy

Tuesday, October 17

11:15 a.m. – 12:15 p.m.

Spend a fun-filled learning the basics of direct and interactive creative strategy in this dynamic session. Learn how to nurture and manage the creative process, building advertising that engages customers, and crafting programs that simultaneously generate response and relationships. Plus, attendees will have the opportunity to view examples of award-winning direct marketing work.

Key Lessons from Secrets of Direct Copywriting Part 1

Tuesday, October 17

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

In this introductory session, attendees will examine the new challenges facing direct marketing writers, how to think like a customer, and how to use visuals to build brand, work synergistically with copy, enhance understanding, and motivate action. This two-part exploration delves into what it takes to be a great copywriter today.

Key Lessons from Secrets of Direct Copywriting Part 2

Wednesday, October 18

11:30 a.m. – 12:30 p.m.

Part 2! Taking attendees to the next level, this follow-up session in examining the copywriter’s art provides insight into using all available tools for writing the most effective copy possible. Focus will be on techniques for overcoming writer’s block, editing techniques for writing more compelling pieces, and harnessing the power of strategic conceptual thinking.

Production Strategies

Wednesday, October 18

11:30 a.m. – 12:30 p.m.

Understanding pre-press, printing, lettershop, and mailing can make the difference between a dazzling piece that surpasses its goals, and an over-priced piece that falls flat. Marketers can’t afford to miss this essential session that will cover such topics as cutting costs on direct mail packages, maximizing postal savings, and keeping on top of production schedules.

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).

To register or for additional information about DMA06 in San Francisco this October 14 – 19, please visit www.dma06.org or call 800.293.7279.

# # #