DMA06 in San Francisco: Focus on a Winning Combination for Success: Brand and Direct

September 15, 2006 — The true recipe for marketing success is combining equal amounts of direct marketing (strategies implemented to elicit a specific response) and of brand building (creating awareness and emotional connections). When logically interwoven throughout the different phases of the customer’s lifecycle, this powerful partnership can transition a prospect into a customer and ultimately, to a brand advocate.

DMA06, DMA’s Annual Conference & Exhibition, which will be held October 14 – 19 at San Francisco’s Moscone Convention Center, will present an entire “Brand and Direct” track of programming. Packed with case studies, strategic recommendations, and practical advice, this track will offer a comprehensive look at brand and direct and how marketers can use them to achieve maximum effectiveness.

Led by direct marketer leaders, this program track, which will run Monday, October 16, through Wednesday, October 18, is designed to help marketers leverage brand awareness with direct marketing to the greatest effect.

Some of the topics discussed at this must-attend, powerhouse track will be: how brand is being used in acquisition and retention programs, how to build brand awareness and justify its effectiveness and ROI with metrics direct marketers use everyday, and how the power of brand can push the direct marketing envelope.

Monday Sessions

The New Brand Contract: Integrating Brand with Direct

Monday, October 16

11:00 a.m. – 12:15 p.m.

The extent to which branding and direct marketing should be integrated. Meeting customer expectations. Achieving marketing objectives. The challenges of multichannel marketing. These are just some of the hot topics a group of experts will be discussing at this very focused and relevant panel. Participants will discover how branding has been used in acquisition and retention programs, what the key issues have been and most importantly, how to resolve them.

Direct Marketing in a Branding World

Monday, October 16

3:00 p.m. – 4:15 p.m.

Leading direct marketing executives are increasing response rates and sales by embracing the power branding. This presentation will show attendees what a real, workable brand is and isn’t, the five hallmarks of a solid brand, and how to use branding to build sales and responses.

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

Monday, October 16

4:30 p.m. – 5:30 p.m.

Marketers can uncover the hidden value their direct advertising campaigns has on their targeted audience at this eye-opening session. In addition, they’ll discover the tools and techniques to measure the benefits that go beyond immediate response rates and examine a real-life case study of how response data actually hid the segments that produced the best ROI.

Tuesday Sessions

Awaiting Convergence: Bringing Brand & Direct Together

Tuesday, October 17

8:30 a.m. – 9:30 a.m.

Changes in consumer behavior demand a convergence of brand and direct strategies. Leading brand experts will be on hand to discuss how these two disciplines can work together within several areas of marketing and drive more powerful results! The basics of the Brand-Interaction Method and the use of the Rosen Velocity Scale will be thoroughly explored.

Building Brands and Driving Response: Striking the Right Balance

Tuesday, October 17

11:15 a.m. – 12:15 p.m.

Utilizing compelling case studies and tried and tested best practices, this session will illuminate attendees on how to build formidable brands while simultaneously driving strong responses. Presented will be proven strategies and creative techniques that deliver results for acquisitions and loyalty based campaigns, and creative tools to build brand continuity throughout every customer touch-point.

Delivering the Optimal Customer Experience Through Ultimate Branded Retail Experience

Tuesday, October 17

2:45 p.m. – 4:00 p.m.

Don’t miss this high-energy interactive journey into 3-dimensional brand positioning through Retail Experience. David Jeffers, retail experience ideation, design and production guru, will examine the critical role of Retail Experience in influencing the customer’s preference for your brand and discuss best practices from industry leaders such as Saturn, Starbucks and the world famous Seattle Pike’s Fish Market.

Wednesday Sessions

Innovating in Branding and Winning in Direct

Wednesday, October 18

9:00 a.m. – 10:00 a.m.

With the myriad innovations in branding being applied to create winning direct marketing campaigns and multichannel marketing efforts, now is the time for marketers to get up to speed at this dynamic session. Participants will see how different brands evaluate efforts in terms of both ROI and brand building, how brand expression and messages change depending on the medium and how to assimilate direct marketing and branding into a powerful tool that really connects to the customer.

Brand DRTV: Go-To-Market Strategies

Wednesday, October 18

11:15 a.m. – 12:15 p.m.

This nuts and bolts session will discuss various techniques in optimizing sales while simultaneously maintaining a positive brand experience. Leading marketing executives will present the best practices for media buying and aligning DRTV efforts with Search and online media. Attendees will be taught which KPIs (key performance indicators) to monitor to optimize their DRTV budgets, and how to incorporate DRTV into their overall DM strategy to reach new audiences.

For Additional Information

DMA06, the largest gathering of direct marketing professionals, is DMA’s annual conference and exhibition. DMA06 will featuring more than 100 educational sessions and its exhibit hall will feature more than 500 exhibiting companies. For more information on DMA06 and to register, please visit www.dma06.org.

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.

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