Cut Through Clutter to Get Your Message Heard

August 16, 2006 — Because today’s marketers face tremendous competition to get their message heard, DMA06 has assembled some of the business’s best and brightest to provide insight into producing dynamic, effective creative that cuts through the clutter and achieves results. DMA06, which is the Association’s annual conference and exhibition, will be held October 14-19 at the Moscone Convention Center in San Francisco, CA.

According to Julie Hogan, executive producer of DMA06, the Creative Strategy and Execution Track will cover elements of copy, design, art direction, offers, and format for all marketing channels whether direct mail, catalog, DRTV, insert, Web, or e-mail.

“The emphasis with creative is always on taking the tried-and-true and making it perform even more powerfully as well as, of course, identifying the next new idea that’s going to break the mold,” Hogan said. “And that's our primary focus with DMA06’s Creative Strategy & Execution track. Its many sessions will present the latest trends and the hottest channels to help marketers get the best results.”

Presented throughout the day from Monday, October 16 through Wednesday, October 18, DMA06’s Creative Strategy & Execution track will present the following sessions:

Monday Sessions

Breaking The Rules: Creating Dazzling, High-Performance Direct Mail

Monday, October 16

11:00 a.m. – 12:15 p.m.

In this dynamic seminar attendees will discover how bold, visually compelling copy and smart, contemporary design take a more active role in connecting with target audiences and inspire them to act. Thought-provoking, practical tips will be given to help make marketer’s direct mail more real, relevant, and effective.

Creative Masterclass

Monday, October 16

11:00 a.m. – 12:15 p.m.

Updated for 2006, this Masterclass is structured on an advanced level and is the perfect way for the professional copywriter, creative director, or executive to tune-up their creative skills. Emphasis will placed on the selling power of words, geared towards today’s vibrant and extraordinarily competitive demand for attention.

How Blending Analytics and Creative Resulted in a 60% Break Through Package

Monday, October 16

11:00 a.m. – 12:15 p.m.

This session will reveal how leveraging analytics and creative together will generate a quantum leap in response rates. Attendees will learn how to manage the creative process and how creative people can push the envelope to fulfill marketing objectives.

Creative with a Salesman’s Edge – Making Your Creative Do Its Job More Powerfully

Monday, October 16

3:00 p.m. – 4:15 p.m.

This session takes attendees through the proven steps in the selling process with additional emphasis on how these steps are achieved in print and on the Web. Marketers will learn to differentiate between efforts that fail and those that make customers hungry to buy. Examples in print, mail, Web, e-mail and more will be shown from a wide variety of products and services.

48 Sure-Fire Tips for Increasing Your Web Conversion Now

Monday, October 16

3:00 p.m. – 4:15 p.m.

This action-packed session is filled with proven tips and techniques for improving e-sales and developing C-navigation that works. Chock full of valuable insight such as 8 magic rules of landing page success and the only 5 things that matter when it comes to e-commerce marketing, this session is a must for marketers looking for e-commerce growth.

25 Questions That Will Develop a Creative Strategy to Drive Web and Direct Sales

Monday, October 16

3:00 p.m. – 4:15 p.m.

Did you know that 55 percent of online shoppers shop with a catalog in hand? Two catalogers and a marketing expert will walk attendees through 25 key strategic creative and business questions to launch a viable, sustainable catalog channel.

Effective Copy for All Media

Monday, October 16

4:30 p.m. – 5:30 p.m.

Attendees will gain valuable insight from the panel of 4 experts who will discuss tailoring copy for individual mediums from e-mail and blogs, to non-e-mail Web, direct mail, and catalog. This session is designed for the marketer who wants to compete creatively on the highest professional level.

Headline Bootcamp!

Monday, October 16

4:30 p.m. – 5:30 p.m.

Good headline writing and evaluating is crucial in making prospects do what you desire. Headline Boot camp is an intensive hour of hands-on writing and learning where attendees will be expected to put pencil to paper after discovering the elements and silver bullets of powerful, attention-getting headlines.

This Session is All About You

Monday, October 16

4:30 p.m. – 5:30 p.m.

The most powerful word in advertising and direct marketing is no longer “Free”. The word is “You”. This session demonstrates how applying the power of You to your direct mail, print advertising and e-mail can boost your entire direct marketing campaign.

Tuesday Sessions

This Worked, That Didn’t

Tuesday, October 17

8:3 0a.m. – 9:30 a.m.

This is a unique opportunity to discover the successes and failures of four direct marketing leaders. With good humor and candor, each will share not only decisions and executions that succeeded, but also the ones that failed.

Online Creative Essentials – Engaging Customers with Superior Execution

Tuesday, October 17

8:30 a.m. – 9:30 a.m.

This session provides the tools to develop digital campaigns that both hit the mark creatively and drive breakthrough response. Focus will be on the do’s and don’ts of writing and designing for Web sites, ad banners, and e-mail campaigns and creating campaign-specific, conversion-focused interactive solutions.

Extreme-Catalog Makeover: Creative Transformations That Sell

Tuesday, October 17

8:30 a.m. – 9:30 a.m.

This fast-paced session will explore the attributes of winning spreads that take advantage of proven response generators. Dozens of examples (both B-to-B and consumer) will be presented in which seasoned catalog designers transformed “ugly ducklings” into “selling swans.”

Winning Baby Boomers as Customers Through Direct Marketing

Tuesday, October 17

11:15 a.m. – 12:15 p.m.

This multimedia session, energized with classic rock music and videos, reveals the unique characteristics of this generation. The presenter will focus on how to develop winning mail packages that capture boomers’ contemporary buying values with insight, creativity, and compelling differentiation from mailbox clutter.

Increasing B-to-B Response Through Promotional Inclusion

Tuesday, October 17

11:15 a.m. – 12:15 p.m.

This informational session focuses on repeatable, easy-to-implement techniques for increasing e-mail click-throughs and direct mail response rates. Attendees will learn how to develop an incentive-based campaign that attracts qualified, interested candidates with a lower cost per lead than traditional methods.

Creative Tips & Tricks – Maximizing Marketing ROI

Tuesday, October 17

11:15 a.m. – 12:15 p.m.

This interactive session explores the new role of creative, including left-brain marketing approaches, design perspectives, timing and communication philosophies. Experts will present the top 15 creative tips to help maximize e-mail marketing ROI.

Harnessing Human Behavior: 10 Steps to Must-Read Mailings

Tuesday, October 17

2:45 a.m. – 4:00 p.m.

This example-jammed session will present creative approaches that produced double-digit response rates and pieces that shattered the control. Attendees will learn 10 tested techniques to embed into mailing that make people choose to open and respond to them.

Revising Creative to Revitalize Sales

Tuesday, October 17

2:45 a.m. – 4:00 p.m.

This session will discuss how multichannel B-to-B and consumer catalogs are updating the merchandise presentation through reviewing data differently, designing and marketing better, adding non-selling copy, and testing what does and does not work that results in increased sales.

Using Mail and E-Mail to Boost Nonprofit Response

Tuesday, October 17

2:45 a.m. – 4:00 p.m.

Emergencies and unforeseen disasters compete with established and traditional fundraisers, offering drama and uniqueness that demand a competitive, yet dignified response. This session will focus on techniques that work during these times and offer tips on the using “power” words and avoiding “no-no” words.

Wednesday Sessions

Dear Reader: The Lost Art of Personal Letter-Writing in Direct Mail

Wednesday, October 18

9:00 a.m. – 10:00 a.m.

Direct Marketers are obsessed with everything from new list-segmentation techniques to new response-tracking technologies, the fact remains that the best direct mail piece is a personal, emotional, heartfelt communication from one human being to another. This session will be a back-to-basics reminder of the importance of powerful, persuasive letter writing.

Get in Touch with the Hard to Reach Executives

Wednesday, October 18

9:00 a.m. – 10:00 a.m.

Getting the attention of key decision makers and connecting with them is becoming increasingly difficult. This session will present key insights on how to pass the gatekeepers, command attention and engage and deliver the right message to executives. It will include target group profiling, campaign tactics, and creative execution – all the way to great results.

Long Live the Print Catalog! HPShopping.com’s Catalog Success

Wednesday, October 18

9:00 a.m. – 10:00 a.m.

The Hewlett-Packard Home & Home Office Store and Wunderman will demonstrate how successfully applying consumer analytics to tailor content and catalog aesthetics can create a dynamic catalog, specifically giving consumers more of what they want. Attendees will discover which specific drivers will energize their own catalogs’ circulation and sales.

Fixing Broken DM Programs Fast – 8 “Must-Know” Methods for Saving the Bacon

Wednesday, October 18

11:30 a.m. – 12:30 p.m.

You need a ready arsenal of fast “fix-its” to turn doomed programs into memorable successes, the kinds of direct marketing lifesavers you need to make your programs work harder and faster when the unexpected happens. In an inspiring and interactive hour, attendees will get just that.

20 Ways to Boost Response Rates: Subject Lines, Content and Creative Tests

Wednesday, October 18

11:30 a.m. – 12:30 p.m.

Testing these days is very, very important and easier than most marketers think. Chances are that with some minor changes to content, format, and HTML code, marketers can boost their response rates significantly. After attending this session, participants will walk away with a whole new view of e-mail testing, and ideas that can lead to major improvements and increased profitability.

Grand Unification Theory – Achieving Seamless Creative Integration Across Every Channel

Wednesday, October 18

11:30 a.m. – 12:30 p.m.

This session offers frank discussion, backed by cases studies, around the topic of multichannel creative – how marketers can (and must) adopt a strategy of creative unification across all relevant media or risk losing customers. From direct mail to e-mail, print to microsites, attendees will learn the importance of creative integration across media channels and how to achieve it.

For Additional Information

To register or for additional information about DMA06 in San Francisco this October 14 – 19 visit www.dma06.org or call 800.293.7279.

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