At DMA07, Individualized Creative Meets Today's DM Needs in Creative Strategies & Execution Track

October 8, 2007 — Since the dawn of marketing, marketers aimed to prompt customer action and desire simply through branding. But if you look at the marketing horizon, a new “dawn” is breaking. Today, the Web and emerging media are informing and empowering consumers, putting them increasingly in the marketing decisionmaking seat.

To succeed in this new environment, marketers must learn the art of creatively and persuasively anticipating customers’ needs and delivering offers that address those needs. This according to Bryan Eisenberg, co-author of Waiting for Your Cat to Bark? and session-leader at DMA07 Annual Conference & Exhibition.

To help marketers meet this challenge in today’s multichannel environment, the Direct Marketing Association (DMA) will dedicate one of its nine educational programming tracks to “Creative Strategies & Execution.” This track will cover elements of copy, design, art direction, offers, and format for all marketing channels — all with the goal of making attendees’ creative to appeal to choosy consumers, be more dynamic, increase response, and boost sales.

At DMA07, conferees can also be choosy, picking from an array of offerings such as Eisenberg’s “Persuading Customers When They Ignore Marketing” and 20 other sessions in this track. These programs are aimed at teaching marketers how to channel images and ideas into effective campaigns via copy, design, art direction, offers, and format for all marketing mediums.

“Whether it’s the Web, catalogs and direct mail, DRTV, insert media, or email, these creative sessions provide innovative, up-to-the-minute expertise that relates to consumers’ needs,” said Paul McDonnough, DMA group show director. “Just like marketers, consumers today value relevance and timing more than hyperbole, and their individual tastes more than the crowd mentality.”

According to McDonnough, the Creative Strategies & Executive track will present 21 sessions — from Monday, October, 15 through Wednesday, October 17 — led my masters of their creative craft.

Monday, October 15

A New Generation of Demand Generation (B-to-B Focus)

Sandy Perlman, Director, Central Marketing Group, Microsoft Canada

Trish Wheaton, President, Wunderman

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

Data & Creative Wisdom and Magic of Effective Communications

Mark Taylor, Chief Marketing Technology Officer, Wunderman

Nick Moore, Executive Vice President/Chief Creative Officer, Wunderman

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

Points of Purchase: Ten Principals to Sell on the Shelf

David Kendall, President and Creative Director, Kendall Ross Brand Development and Design

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

The New Frontier in Generating Influential Creative: Attitudinal Insights

Gayle Davey, Vice President, Yankelovich, Inc.

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

Every Day Is a Winding Road: Getting the COUNTRY to Respond

Jeannene Manning, Senior Vice President, Finelight Strategic Marketing

Stacy Wilson, Director, Direct Marketing Services, Humana Inc.

3 to 4:15 p.m.

Harnessing Human Behavior: 13 Steps to Must-Read Mailings

Nancy Harhut, Managing Director, Hill Holliday Relationship Marketing

3 to 4:15 p.m.

What’s a Catalog to Do?

Geoffrey Robertson, Vice President, Ecommerce, JC Whitney

Lanny Rosenbaum, Chief Marketing Officer, Dick Blick Art Materials

Laura Naylor, Vice President, Marketing, Datavantage/CommercialWare

3 to 4:15 p.m.

Connected Creative: Leveraging Consumer Insights to Drive Powerfully Relevant Messaging

Micheal Shutty, President, Merkle Inc.

Tom Klug, Vice President, Brand Executive, Merkle Inc.

4:30 to 5:30 p.m.

Running Red Lights: The Keys to Creating Dazzling, High-Performance Direct Mail

Steve Penn, CEO/Executive Creative Director, Penn Garritano Direct Response Marketing

4:30 to 5:30 p.m.

Successful Direct Marketing Methods 2007 — Today's Future Marketing Trends

Ron Jacobs, President, Jacobs & Clevenger

4:30 to 5:30 p.m.

Tuesday, October 16

Creativity for the Rest of Us

Alan Rosenspan, President, Alan Rosenspan & Associates

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

Designing for the Inbox — Optimizing HTML Email

Loren McDonald, Chief Marketing Officer, J.L. Halsey

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

The Periodic Table of Creative Strategy

Rich Feldman, Managing Partner, Source Marketing

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

Free Clicks and Top Search Positions: Advanced SEO Copywriting Strategies

Heather Lloyd-Martin, CEO, SuccessWorks and SEMC Chair

2:45 to 4:00 p.m.

Next-Generation Multichannel Marketing

Doug Mack, Vice President Consumer and Hosted Solutions, Adobe

2:45 to 4:00 p.m.

Persuading Customers When They Ignore Marketing

Bryan Eisenberg, Chief Persuasion Officer, Future Now Inc. and coauthor of “Waiting for Your Cat to Bark?”

2:45 to 4:00 p.m.

This Worked. That Didn't?

Dana Fortin, Vice President, Marketing, Advanced Financial Services

Fred Rogers, President, Audio-Tech Business Book Summaries

Herschell Gordon Lewis, President, Lewis Enterprises

Layne Lowery, President, Health Resources

Tim McKenzie, President and Chief Operating Officer, Vestcom International

2:45 to 4:00 p.m.

Wednesday, October 17

Creative Covenant: Secrets to Managing the Client-Agency Relationship

Steve Penn, CEO and Executive Creative Director, Penn Garritano Direct Response Marketing

9 to 10 a.m.

Creative Master Class

Herschell Gordon Lewis, President, Lewis Enterprises

9 to 10 a.m.

The Creative Audit: A Methodology to Improve Results Now

Matthew Rosenblatt, Senior Vice President, Creative, Harte-Hanks

9 to 10 a.m.

Illusionist Marketing: Using your “Brand” without Seeing Your Results Disappear

Russell Kern, President, The Kern Organization

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

About DMA07 Conference & Exhibition

DMA07, the largest gathering of direct marketing professionals, is DMA’s annual conference and exhibition. DMA07 will feature more than 150 educational sessions, plus roundtables, case studies, white papers and research reports. DMA07’s exhibit hall will feature more than 500 exhibiting companies. For more information, or to register for the six-day multichannel marketing event of the year, please visit www.dma07.org or call 1.800.293.7279 or 330.425.9330.

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