DMA08 To Offer Pre-Conference Intensive Workshops

Additional Comprehensive Education Available in Las Vegas

New York, NY, July 16, 2008 — The Direct Marketing Association’s (DMA) DMA08 Conference & Exhibition, the Global Event for Integrated Marketing that runs October 11-16 in Las Vegas, continues this year’s educational focus by offering additional comprehensive instruction with its Pre-Conference Intensive Workshops.

The Pre-Conference Intensives — taking place on Saturday, October 11 and Sunday, October 12 — will provide participants useful, cutting-edge information on direct and multichannel integration topics for all levels of marketing professionals, from direct marketing novices to marketing veterans who want to focus on specific marketing strategies.

“Whether you’re just getting started or need a refresher, these six pre-conference intensive workshops will be full of detailed information,” said Lori Ann Pope, senior conference manager. “Taught by prominent figures in the direct marketing community, the intensives will continue to keep attendees fully connected to insightful techniques.”

DMA08 will offer six Pre-Conference Intensive Workshops:

· Direct Marketing University (Back by Popular Demand)

· Email Marketing

· Fast & Furious Creative Tune-Up (Back by Popular Demand)

· Acquisition and Retention (Back by Popular Demand)

· Online Optimization/Marketing Automation

· Mobile Marketing

Direct Marketing University

Back by popular demand from DMA07, this intensive, led by the legendary Bob Hemmings, president of Bob Hemmings Direct Response Advertising and DMA Hall of Famer, will give attendees a fast-track course in direct marketing 2008. Hemmings will present this intensive in four parts:

· Intro, Offers, and Sales Promotions that Grab and Stick

· Creative — Direct is Persuasive Salesmanship

· The Mail Package

· The Rules of Testing and the Power of Research

Email Marketing

This intensive will provide marketers with a solid understanding of the latest email techniques and proven processes to improve results, including the bottom line. It will be led by Loren McDonald, vice president, Industry Relations, Silverpop; Dori Thompson, strategic relationship manager, Silverpop; and Ted Roberts, director of deliverability and ISP relations, Silverpop. This workshop also will be presented in four parts over Saturday and Sunday:

· List Building Techniques

· Email Creative Best Practices

· Segmentation and Targeting Your Customers

· Deliverability Best Practices

Fast & Furious Creative Tune Up

Also back by popular demand, this intensive is geared toward today’s media-rich environment and will include contemporary tips for all media — direct mail, email, website, broadcast, and catalogs. Led by Herschell Gordon Lewis, president Lewis Enterprises and another DMA Hall of Fame legend, this workshop also will be presented in four parts:

· How to Make Response-Producing Word Choices

· Simple Rules Guaranteed to Boost Response

· Using Motivators; How to Be Sure Your Email Works

· Mastering Web, Envelope, and Letter Copy; Answers to Any and All Questions

Acquisition and Retention

This crowd-pleasing intensive is also returning from last year’s conference. Its mission will be to provide attendees with an in-depth understanding of the five critical steps that will guarantee success in implementing double-digit responses with multichannel, opt-in-driven marketing. It will be led by Ernan Roman, president, Ernan Roman Direct Marketing; Dave Schatteman, president, Progressive Hydraulics, Inc.; and Elias Roman, co-CEO, AmieStreet.com. They will expertly guide attendees through the following:

· How to Use Voice of Customer Research to Learn What Your Customers Expect

· How to Get Your Customers to Engage with You in Meaningful Multichannel Opt-in Relationships

· Improving the Power and Yield of Your Multichannel Programs

· Increasing the Power of Your Customer Online Experience by 45X

· Rethinking Customer Care as an Essential Part of Your Multichannel Mix

Online Optimization/Marketing Automation

This intensive will give attendees all the information they need to achieve dramatic results from their online efforts in today’s changing digital landscape. It will be led by Bryan Eisenberg, chief persuasion officer, Future Now, Inc.; Howard Kaplan, chief operating officer, Future Now, Inc.; Bruce Biegel, senior managing director, Winterberry Group; and Jason McNamara, chief marketing officer, Alterian. This workshop will be presented in four parts:

· Introduction to Optimization and Messaging to Different Profiles

· Structure and Persuasive Design and the Impact on Conversion

· How to Achieve Persuasive Momentum and Communication Momentum

· Marketing Automation and the Tools for Online Optimization

Mobile Marketing

This intensive’s attendees will learn about strategy, tactics, technology, and key metrics for envisioning, designing, developing, and executing world-class mobile marketing programs. It will be led by Steven Grey, chief operating officer, Money Mailer Direct Marketing; Michael J. Becker, executive vice president, Business Development, iLoop; Michael Hanley, research fellow, Digital Policy Institute, Ball State University; Steve Roberts, president, ShopText; Doug Busk, vice president, Digital Marketing, Amdocs; David Knise, president, Keyword Mobile; Michael O’Farrell, executive director, DotMobi Mobile Advisory Group. They will present their workshop in four parts over the weekend:

· Familiarizing Yourself with the Mobile Landscape

· Developing and Launching Mobile Marketing Programs

· Mobile Coupons — Revolutionize How Consumers Save/Maximize Your Marketing ROI

· The Tools and Technology

About DMA08 Conference & Exhibition

The DMA08 Annual Conference & Exhibition, the Global Event for Integrated Marketing, is the world’s largest gathering of multichannel marketing professionals. DMA08, which will be held October 11-16 in Las Vegas, will feature keynote presentations, educational sessions, roundtables, case studies, white papers, and research reports. DMA08’s exhibit hall will feature more than 550 exhibiting companies. For additional information, or to register for the six-day multichannel marketing event of the year, please visit www.dma08.org or call 1.866.486.0734.

For information about DMA08 exhibition and sponsorship opportunities, please contact Donna LoPorto at 212.790.1468 or dloporto@the-dma.org.

DMA provides complimentary registrations for editorial staff of media outlets covering multichannel direct marketing. To request press registration, please email DMA at pressregistration@the-dma.org. For information about DMA’s requirements for press credentials, visit http://www.the-dma.org/press/pressevents.shtml. For additional information or queries, contact DMA at pressregistration@the-dma.org or 212.768.7277, ext. 1422.

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.

# # #

RSS Subscription