Whole CRM! Acquisition, Relationship and Loyalty Marketing

August 23, 2006 — Acquisition, Relationship, and Loyalty Marketing are the three essential components that combine to create a powerful effective customer relationship management strategies. And DMA06 is the place for marketers to get a grip on the whole CRM!

From Monday, October 16, through Wednesday, October 18, the business’s best and brightest professionals will gather at DMA06 in San Francisco to offer attendees all the insight and information they need to improve CRM. The comprehensive program will be divided into three distinct sections, covering all the details in a clear and in-depth manner, so that attendees can take the knowledge and put it to work for their businesses.

“We’ve realized that Customer Relationship Marketing has become this all encompassing behemoth,” Julie Hogan, acting vice president of DMA Conferences and Events and executive producer of DMA06 commented recently, “and our primary focus with DMA06’s Acquisition, Relationship and Loyalty Marketing track is to zero-in on its primary components so attendees can apply these tools to achieve their best results.”

In order to cultivate strong, effective relationships with customers, it’s essential for marketers to learn as much as possible about consumers’ specific needs, preferences, and behaviors. Like direct marketing, CRM is a multichannel marketing vehicle. Achieving successful CRM requires a multifaceted knowledge base, including an understanding of customers, sales, marketing effectiveness, responsiveness, and market trends.

Presented throughout the day from Monday, October 16, through Wednesday, October 18, DMA06’s Acquisition, Relationship and Loyalty Track will illuminate all the key elements of successful CRM programs, demonstrating how marketers can bring them all together to form a formidable marketing tool.

Monday Sessions

Loyalty Leaders Tell All: Lessons Learned from the Trenches

Monday, October 16

11:00 a.m. – 12:15 p.m.

As traditional loyalty marketing moves beyond points and reward programs and merges with the next generation of CRM technologies, forward thinking companies are using customer data to transform their organizations from product/channel-facing to customer-facing enterprises. Every decision these companies make is evaluated on how it impacts their loyal customers. A panel of loyalty experts will provide insight into the best practices in loyalty marketing.

Insert Media’s Role in a Multichannel World – A Solid Acquisition Vehicle

Monday, October 16

11:00 a.m. – 12:15 p.m.

This session features a high-energy discussion of the integral role Insert Media plays in multichannel marketing. Experienced marketers will offer case studies of the essential ingredients of successful Insert Media campaigns and how they are used in conjunction with other forms of direct marketing to enhance customer acquisition efforts.

Subaru’s Secrets to Continually Increasing Service Loyalty

Monday, October 16

3:00 p.m. – 4:15 p.m.

If you are struggling to get thousands of people, hundreds of independent retailers, multiple divisions, and a national field organization to all work together like a finely tuned DM machine, then this is the session for you! How about integrating transactional data from over 600 systems to deliver relevant, timed, and targeted communications supporting manufacturer and retailer and marketing objectives? This session will divulge Subaru’s secrets of how they increased service loyalty across the board!

Breakthroughs in Opt-In Marketing: Learn the Strategies That Are Helping Microsoft Achieve Opt-In Rates of 40% Plus, Worldwide!

Monday, October 16

3:00 p.m. – 4:15 p.m.

This Microsoft case study will display how their newly released opt-in program, Small Business+, has yielded 40% opt-in rates worldwide. Focus will be on how to use the 3-Step Opt-In Process to implement an opt-in program, increase opt-in rates, and personalize e-newsletter content per self-profiled information. Attendees will receive a complimentary 15-Step Opt-In Marketing and Integrated Marketing Checklist, courtesy of Ernan Roman Direct Marketing.

Neurographix: Match Your Message to the Mind of Your Customer By Using Their Thinking Style to Your Advantage

Monday, October 16

4:30 p.m. – 5:30 p.m.

Engagement is the new currency for Direct Marketing ROI. When an individual tunes into a message, a scientifically engineered engagement data-point, determines how the individual customer thinks and processes information. This session will help marketers gain insight into how to use their customer’s thinking style most effectively.

Marketing To The Customer Lifecycle: How Pitney Bowes Increased Response 350%

Monday, October 16

3:00 p.m. – 4:15 p.m.

If there was ever a case study to hear, this is the one! This informative session will focus on how lifecycle marketing (both customer and product) and customer segmentation can generate a very high response level. Discussed will be how Pitney Bowes increased customer response by 350% through the classic key components of direct marketing, list, offer, and packaging.

Tuesday Sessions

Don’t Bombard Consumers with Mass Market Advertising – Woo Them Online!

Tuesday, October 17

8:30 a.m. – 9:30 a.m.

Mass market advertising has broad reach, but is costly and doesn’t enable marketers to build one-to-one consumer relationships. This presentation will discuss how a strategic online customer acquisition program can help brand marketers zero in on the consumers interested in their brand. Discussed will leveraging online tools/technologies for collecting vital consumer profile data through multiple online channels, including e-mail, co-registration, paid search, vertically targeted Web properties, micro-sites, and survey/polls.

Moving From USPS to ESPS – Capturing Lifetime Value Through Innovative Emotional Marketing Strategies

Tuesday, October 17

8:30 a.m. – 9:30 a.m.

This fast-paced session teaches marketers to go beyond traditional marketing strategies and use Emotional Marketing Strategies to connect with customers and increase lifetime value. Simple, affordable, and actionable tactics and strategies, along with results from an actual case study from one of America’s most trusted brands will be discusses.

Direct Marketing Growth and Why You Can’t Afford to Ignore It

Tuesday, October 17

11:15 a.m. – 12:15 p.m.

The use of Direct Marketing is rapidly spreading around the world as emerging markets adapt the tools and techniques of direct marketing. There is great opportunity for savvy marketers, as organizations tear down the barriers, overcome challenges, and find approaches that work to become pioneers in the world fastest growing markets such as Brazil, India and China.

The Art and Science of Touching People (Without Going to Jail) In a Real-Time, Wired, On-Demand Marketing World

Tuesday, October 17

11:15 a.m. – 12:15 p.m.

In the old days, marketers were in control, and it was easy to find consumers and deliver the message. Today, thanks to technology, the power has not only shifted to the consumer, it has exponentially expanded the available channels marketers must employ to deliver the message. The old rules don’t work so this session will focus on strategies for engaging consumers through timely and relevant messaging.

Tips, Tricks, and Secrets to Creating a National Lead Generation Campaign With a Market-to-Market Focus

Tuesday, October 17

2:45 a.m. – 4:00 p.m.

This session will explore how The Hacker Group and Comcast created a powerful national direct marketing machine that maintains strong national brand continuity, ensures national buying power, and forces best practices and regulatory compliance – all while providing the field with market-by-marketing control and customization.

Three Heads Are Better Than One: How Innovative Collaboration Between Creative, Data, and Client Drove Performance For DIRECTV

Tuesday, October 17

2:45 a.m. – 4:00 p.m.

The strategic collaboration between DIRECTV, its direct marketing creative agency, and its database services provider brought about a 63%lift in performance, 40% reduction in cost, and 20% faster implementation for DIRECTV’s direct mail customer acquisition program. This dynamic session will reveal new ideas and new ways to look at old problems and generate dramatic results.

Wednesday Sessions

Leveraging Inbound Technology For a Strong Customer Experience

Wednesday, October 18

9:00 a.m. – 10:00 a.m.

What are some of the top companies doing in their contact centers to retain customers and increase revenues? This timely session will showcase how technology can be used in unique ways to enhance the customer experience and the company’s bottom line.

Event-Based Marketing to Behavior-Based Marketing (Trigger-Based Marketing)

Wednesday, October 18

9:00 a.m. – 10:00 a.m.

Behavior-based triggers are the key ingredients for a successful Event-Based Marketing program. This action-packed session will explore how high performing organizations monitor enterprise-wide customer behavior to detect meaningful events and patterns at an individual level, and the trigger “right time” business actions that customers will welcome.

Retention Strategies and Proven Tactics for Continuity Marketers

Wednesday, October 18

11:30 a.m. – 12:30 p.m.

Recruiting new customers is great; keeping them is even better! This session will address key continuity marketing principles to increase return on advertising investment and keep customers excited about making a commitment. Old-fashioned proven tactics coupled with new technology offerings will reviewed in this dynamic presentation.

Creating & Marketing to High Value Segments on a Shoestring Budget

Wednesday, October 18

11:30 a.m. – 12:30 p.m.

This exciting, fast-paced session will examine how to identify the most valuable and “growable” market segments, learn their needs and purchase and develop Web and marketing programs to most effectively move them from prospect to customer. The steps a company with a small marketing budget used to create effective engagement marketing programs in less than two years will be traced.

Additional Information

To register or to obtain additional information about DMA Business-to-Business Interactive Marketing Conference, which will be held September 11 – 13 in Scottsdale, Arizona, visit www.dmab2b.org or call 212.790.1500.

About DMA06

DMA06, the largest gathering of direct marketing professionals, is DMA’s annual conference and exhibition. DMA06 will featuring more than 100 educational sessions and its exhibit hall will feature more than 500 exhibiting companies. For more information on DMA06 and to register, please visit www.dma06.org.

About DMA

The Direct Marketing Association (www.the-dma.org) is the leading global trade association of business and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates industry 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 entire direct marketing process. Founded in 1917, DMA today has more than 4,800 corporate, affiliate, and chapter members from the US and 50 other nations, including 54 companies listed on the Fortune 100.

In 2005, companies spent an estimated $161 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures generated an estimated $1.85 trillion in increased sales in 2005, or 7 percent of the $26 trillion in total sales in the US economy (which includes intermediate sales). All together, direct marketing accounted for 10.3 percent of total US GDP in 2005.

The Power of Direct: Relevance. Responsibility. Results.

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