Brand and Direct a Winning Combination for Success at DMA06

The true recipe for marketing success is combining equal amounts of direct marketing (strategies implemented to elicit a specific response) and brand building (creating awareness and emotional connections). When logically interwoven throughout the different phases of the customer’s lifecycle, this powerful partnership can transform a prospect into a customer and ultimately, a brand advocate.

Packed with case studies, strategic recommendations, and practical advice, this track offers a comprehensive look at brand and direct demonstrating how marketers can use them to achieve maximum effectiveness.

From Monday, October 16, through Wednesday, October 18, top direct marketing leaders will gather at DMA06 in San Francisco in a program designed to help marketers utilize brand awareness with direct marketing to the greatest effect. Some of the topics discussed at this must-attend, powerhouse track will be: how brand is being used in acquisition and retention programs, how to build brand awareness and justify its effectiveness and ROI and how the power of brand can promote direct marketing success.

Monday Sessions

The New Brand Contract: Integrating Brand with Direct

Monday, October 16

11:00 a.m. – 12:15 p.m.

The integration of branding and direct marketing, meeting customer expectations, achieving marketing objectives, the challenges of multichannel marketing: These are just some of the hot topics experts will be discussing at this very focused and relevant panel. Participants will discover how branding has been used in acquisition and retention programs, what the key issues have been, and most importantly, how to resolve them.

Direct Marketing in a Branding World

Monday, October 16

3:00 p.m. – 4:15 p.m.

Leading direct marketing executives are increasing response rates and sales by embracing the power of branding. This presentation will show attendees what a real, workable brand is and isn’t, the five hallmarks of a solid brand, and how to use branding to build sales and responses.

What Response Rates Won’t Tell You (and You Really Need To Know)

Monday, October 16

4:30 p.m. – 5:30 p.m.

Marketers will discover the hidden impact their direct advertising campaigns have on their targeted audience at this eye-opening session. In addition, they’ll learn tools and techniques to measure benefits beyond immediate response rates and examine a real-life case study showing how response data actually hid the segments that produced the best ROI.

Tuesday Sessions

Awaiting Convergence: Bringing Brand & Direct Together

Tuesday, October 17

8:30 a.m. – 9:30 a.m.

Changes in consumer behavior demand a convergence of brand and direct strategies. Leading brand experts will be on hand to discuss how these two disciplines can work together within several areas of marketing to drive more powerful results! The basics of the Brand-Interaction Method and the use of the Rosen Velocity Scale will be thoroughly explored.

Building Brands and Driving Response: Striking the Right Balance

Tuesday, October 17

11:15 a.m. – 12:15 p.m.

Utilizing compelling case studies and best practices, this session will show attendees how to build formidable brands while simultaneously driving strong responses. Attendees will learn proven strategies and creative techniques that deliver results for acquisitions and loyalty based campaigns, and creative tools for building brand continuity throughout every customer touch-point.

Delivering the Optimal Customer Experience Through Ultimate Branded Retail Experience

Tuesday, October 17

2:45 p.m. – 4:00 p.m.

Don’t miss this high-energy interactive journey into three-dimensional brand positioning through retail experience. David Jeffers, retail experience ideation, design and production guru, will examine the critical role of retail experience in influencing the customer’s preference for your brand and discuss best practices from industry leaders such as Saturn, Starbucks, and the world-famous Seattle Pike’s Fish Market.

Innovating in Branding and Winning in Direct

Wednesday, October 18

9:00 a.m. – 10:00 a.m.

With myriad innovations in branding being applied to create winning direct and multichannel marketing campaigns, now is the time for marketers to get up to speed at this dynamic session. Participants will see how different brands evaluate efforts in terms of both ROI and brand building, how brand expression and messages change depending on the medium, and how to assimilate direct marketing and branding into a powerful tool that really connects to the customer.

Brand DRTV: Go-to-Market Strategies

Wednesday, October 18

11:30 a.m. – 12:30 p.m.

This nuts and bolts session will discuss various techniques in optimizing sales while simultaneously maintaining a positive brand experience. Leading marketing executives will present the best practices for media buying and aligning DRTV efforts with search and online media. Attendees will be taught which KPIs (key performance indicators) to monitor to optimize their DRTV budgets, and how to incorporate DRTV into their overall DM strategy to reach new audiences.

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.

About DMA06

DMA06, the largest gathering of direct marketing professionals, is DMA’s annual conference and exhibition. DMA06 will present 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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