DMA Launches Specialized Research To Improve Future DM Days NY Conferences

Ernan Roman Direct Marketing Conducting ‘Voice of the Customer’ Research

New York, NY, May 7, 2008 — DM Days New York Conference & Expo has a long and respected history. The Direct Marketing Association (DMA) wanted to ensure that it remains a vibrant and relevant conference for both the loyal marketers who have been attending for years and the new generation of marketers.

DMA has partnered with Ernan Roman Direct Marketing to conduct in-depth “Voice of Customer,” (VOC) research. A wide range of issues, including the following, are being studied:

What do people like about DM Days?
What could be improved to make it an even more powerful educational and networking experience?
What could bring more value for attendees?
What could bring more value for exhibitors?

DMA could guess the answers — or it could find the real answers from the “voice of the customer.” DMA chose the latter and partnered with Ernan Roman Direct Marketing, which has conducted over 85 of these specialized, in-depth research efforts.

While the study is not yet complete, recommendations from preliminary findings will already be in place when the 2008 DM Days event gets underway, June 10-12 at the Jacob K. Javits Convention Center in New York.

The research will provide insights and recommendations from the comprehensive interviews, which will be used in developing the 2009 conference.

“DMA believes in constantly improving across all aspects of the Association,” said Rachael Mark, DMA group show director. “In particular, DM Days warrants this special research due to its impact within the DM community. And this is a proactive way to ensure we deliver the best event possible.”

Ernan Roman, president, Ernan Roman Direct Marketing, has extensive experience with this intensely specialized research. His marketing consultancy has conducted over 85 VOC research studies for clients such as Microsoft, NBC, IBM, Hewlett-Packard, Reliant Energy, Golden Rule Insurance, Starwood Hotels and Resorts Worldwide (Luxury Collection), and Bio-Rad Laboratories.

According to Ernan Roman, “We develop powerful, customer-driven strategies based on these VOC research insights, which consistently generate significant increases in revenue and customer satisfaction. The strategies we will be developing for DMA based on this research will ensure the continued vibrancy and relevance of DM Days and significantly increase revenue for DMA and a better customer experience for attendees and exhibitors.”

Mark emphasized that the research will provide actionable business solutions.

“What’s important about this VOC methodology is not just that they conducted these in-depth interviews, but the business focus of Ernan’s group,” Mark said. “They will use these customer insights to create powerful marketing strategies to guide us as we move forward. So it’s not theoretical, it’s practical customer-driven guidelines we will use to benefit future conference attendees and exhibitors.”

For more information or to register to attend DM Days NY, please visit www.dmdays.com. To link directly to registration, click here.

DMA will provide complimentary DM Days New York registrations for editorial staff of media outlets that cover direct marketing-related topics. To request press registration, please email DMA at pressregistration@the-dma.org. For more information about our requirements for press credentials, click here.

About Direct Marketing Association (DMA)

The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable 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 2007, marketers — commercial and nonprofit — spent $173.2 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures generated approximately $2.025 trillion in incremental sales. In 2007, direct marketing accounted for 10.2 percent of total US gross domestic product. Also in 2007, there were 1.6 million direct marketing employees in the US. Their collective sales efforts directly supported nearly 9.0 million other jobs, accounting for a total of 10.6 million US jobs.

The Power of Direct: Relevance. Responsibility. Results.

About Ernan Roman

Ernan Roman Direct Marketing, (ERDM) is the strategic marketing consultancy founded by industry pioneer Ernan Roman. ERDM services Fortune clients such as Microsoft, NBC, Walt Disney, Hewlett-Packard and growth companies such as Golden Rule Insurance and AmieStreet.com. To contact Ernan Roman email ernan@erdm.com or call 718.225.4151.

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