DMA’s ‘Optimize Media Channels for Creative Prospecting’ Teaches Techniques to Accomplish One Direct Marketing Goal

New York, NY, October 8, 2007 — Direct marketers with one-track minds will be very welcome at the Direct Marketing Association’s (DMA) new seminar, “Optimize Media Channels for Creative Prospecting.”  That is, as long as that “one track” is the desire to explore every possible channel to accomplish the singular goal of acquiring new customers.  

At this new DMA seminar, search marketers will discover that banner advertisements are alive and well, catalogers will learn the power of radio advertising, and Internet retailers will learn how using blogs can lift their site’s search rankings. 

No matter what their specialty, marketers will gain knowledge and expertise in segments they have not yet fully explored during this two-day seminar, which will take place November 6 and 7, 2007, at the DMA Seminar Center, 1120 Avenue of the Americas, 13th floor, New York, NY. 

Shari Altman, president of Altman Dedicated Direct, and Mark Lee, president of The Mark Lee Group, LLC, will lead this exploration of essential marketing channels.  Between the two, Altman and Lee share over 50 years’ experience successfully integrating direct response marketing strategies and techniques.

“In order to thrive in an increasingly competitive world, direct marketers will have to explore different ways of acquiring customers profitably,” Lee said.  “Most marketers use only two or three of the many alternatives.  With this new DMA seminar, we will deepen and broaden every attendee’s knowledge of each technique.”

Lee continued, “We’ll spend some time on theory, and then delve into the latest customer acquisition techniques used by catalog, direct mail, search engine marketing, insert, radio, and DRTV marketers — plus emerging areas such as behavioral targeting, blogging, contextual advertising, buzz marketing, and more.”

“Direct response marketers are often familiar with many different customer acquisition media, but only know a few well,” Altman said.  “In today’s volatile marketplace, it can be risky to rely only on the ‘tried-and-true’ approaches.  Direct marketers want to consider other methods, but lack of knowledge of other media hinders their efforts.  In this DMA seminar, we will provide attendees with both a strategic framework for evaluating their options, and the tactics required for success.”

DMA’s new “Optimize Media Channels for Creative Prospecting” seminar will give participants the tools they need to expand their media reach and match the latest media to their products, message, and customers. 

Additionally, attendees will have the benefit of viewing all-new video interviews with top professionals in their field, including SEM expert Alan Rimm-Kaufman, who leads the Rimm-Kaufman Group, and was previously vice president of marketing for Crutchfield Corporation.  Those who want to get a sneak peak of Rimm-Kaufman’s expertise can do so on Wednesday, October 17, from 11:30 a.m. to 12:30 p.m., when he will lead a workshop entitled “Multichannel Acquisition & Retention” at DMA07 Annual Conference & Exhibition, which will be held from October 13–18 at McCormick Place West in Chicago.

Seminar attendees will also receive a planning notebook, in which they will jot down customized, actionable insights into their business so that they can market their products in the correct media mix, at the most opportune time, to the most appropriate people.  As an added bonus, participants will take home a valuable workbook packed with proven techniques, checklists, guidelines, and a wealth of other methods for improving marketing results.  

According to Altman and Lee, insights to be explored include:

·         Evaluating prospecting and customer acquisition by media channel for business and brand

·         Discovering how to prioritize opportunities for each company

·         Learning the key success factors for each media channel

·         How to test new selling channels with greater effectiveness and efficiency

·         Understanding the relative cost, response, and risk of each media channel in order to create realistic plans and projections

Cost of the November 6-7 seminar is $1,399 for DMA members, and $1,699 for non-members.  For more information, or to register, visit www.dmamediamix.org.  

Attendees will earn 1.6 continuing education units (CEUs) during the two-day seminar, and participants who are DMA members can join the Direct Marketing Agency Council, Analytics Council and/or Customer Relationship Management Council for 50 percent off the regular annual membership price.

About DMA Education Services

DMA’s Seminars and Special Programs present cutting-edge information on all facets of multichannel direct marketing.  The Association offers more than 25 highly acclaimed seminars, prestigious instructors, certificate programs, and online courses to keep direct marketers current in today’s multichannel environment.  For more information, visit www.the-dma.org/seminars.

About DMA Councils

DMA’s special-interest Councils are communities within the Association membership that provide DMA “Counsel from the Councils.”  In addition, the 20 Councils identify and serve the needs of its members, who are professionals in specific direct marketing segments and media channels.  The Councils also provide opportunities for learning the latest trends and best practices, discussing common interests and challenges, and networking among peers.  For more information on DMA Special Interest Councils, please visit www.the-dma.org/councils.

About Direct Marketing Association (DMA)

The Direct Marketing Association (DMA) (www.the-dma.org) is the leading global trade association for business and nonprofit organizations that use and support multichannel direct marketing tools and techniques.  DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable and appropriate offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process.  Founded in 1917, DMA today represents nearly 3,600 companies from dozens of vertical industries in the US and 50 other nations, including a majority of the Fortune 100 companies, as well as nonprofit organizations.

In 2006, marketers — commercial and nonprofit — spent $166.5 billion on direct marketing in the United States.  Measured against total US sales, these advertising expenditures generated $1.93 trillion in incremental sales.  Direct marketing in 2006 accounted for 10.3 percent of total US gross domestic product (GDP).  Today, there are 1.7 million direct marketing employees in the US alone, whose collective sales efforts directly support 8.8 million other jobs.  That accounts for 10.5 million US jobs.

The Power of Direct:  Relevance.  Responsibility.  Results.

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