Expertise Extravaganza at DM Days New York 2007

Special Concentration Workshops in Five Topics

New York City, June 1, 2007 — Unravel the mysteries and rich potential of search engines. Reduce churn. Build a robust email strategy. Synergy is the key as marketers and session leaders dive in to explore these topics and more during five Special Concentration Workshops at the 2007 DM Days New York Conference & Expo, which will be held at the Jacob K. Javits Convention Center in New York City, June 19 – 21.

On Tuesday, June 19, direct marketers will pick the area in which they’d like to become experts, attend the workshops, and excel! Marketing professionals will learn how to improve their efforts by bringing in their work for critique and review.

The experts who will host these five DM Days Workshops will guide delegates through Creative Strategies and Execution; Search Engine Marketing Certification Level 1 Starter; State-of-the-Art Database Management; Email Tips, Tricks and Proven Solutions; and Acquisition and Loyalty Marketing Solutions.

The Tuesday workshops are divided into four sessions per topic — two sessions in the morning and two in the afternoon.

Creative Strategies and Execution

Alan Rosenspan, President, Alan Rosenspan & Associates

Part One: The New Direct Marketing Strategy (10:15 to 11:10 a.m.)

Part Two: New Ways to Think About Offers (11:20 a.m. to 12:15 p.m.)

During these two morning sessions, participants will learn about the enormous changes in direct marketing in the past few years, and how to use them to their advantage.

Part Three: The New Creative Imperative (1:40 to 2:35 p.m.)

Part Four: Putting it All Together (2:40 to 3:35 p.m.)

The third part of the workshop focuses on how to come up with winning ideas, and how conferees can improve what they’re currently doing to help them break through the clutter. When it’s time to wrap it up in the final, highly interactive part of the workshop with five case histories of award-winning, business-boosting work in comprehensive detail, attendees will have the opportunity to have their own work critiqued and improved.

Search Engine Marketing Certification, Level 1 Starter

Amanda Watlington, PhD, APR, Searching for Profit

Part One: Introduction to Search Engine Marketing (10:15 to 11:10 a.m.)

Part Two: Search Engine Basics (11:20 a.m. to 12:15 p.m.)

Explore search engine marketing and what it takes for a marketer to achieve winning results. If direct marketers have ever wondered how a search engine builds its database, adds new sites to its index or chooses which results to show, Part Two will be the session for them.

Part Three: Site Indexing Challenges and How to Fix Them (1:40 to 2:35 p.m.)

Part Four: Measuring Search Marketing Success (2:40 to 3:35 p.m.)

Sometimes sites are beautiful to behold, but invisible to search engines. This afternoon program focuses on the specific page elements and design technologies that can prevent a site from being included in a search engine database and how to overcome them. Part Four will show participants how to use various analytic methods to measure the success of their paid and organic search efforts.

State-of-the-Art Database Management

Richard Tooker, Vice President/Marketing, KnowledgeBase Marketing

Arthur Middleton Hughes, Vice President/Solutions Architect, KnowledgeBase Marketing

Part One: How Database Marketing Is Used Today (10:15 to 11:10 a.m.)

Part Two: Assessing the Readiness of Your Organization for Advanced Database Marketing (11:20 a.m. to 12:15 p.m.)

The primary focus of this workshop is on what direct marketers can do immediately with their database to determine customer lifetime value and create workable customer segments. The second session builds on that premise, getting companies ready for advanced database marketing.

Part Three: How Consumers Think and Act (and Why) – Understanding the Psychological Constructs that Drive Behavior (1:40 to 2:35 p.m.)

Part Four: Building Retention and Reducing Churn (2:40 to 3:35 p.m.)

During the third section, direct marketers will learn the techniques for determining behavior, the validity of the bell curve, and why it matters. During this final part, learn how modern techniques have reduced churn by 50 percent in one year.

Email: Tips, Tricks and Proven Solutions

Austin Bliss, President, Fresh Address

Part One: Getting Started (10:15 to 11:10 a.m.)

Part Two: Message & Strategy (11:20 a.m. to 12:15 p.m.)

This DM Days Workshop will begin with a brief refresher on the many ways email marketing can help companies. Then the focus will shift to strategies for building an email list and developing a robust messaging strategy.

Part Three: Compliance and Retention (1:40 to 2:35 p.m.)

Part Four: Advanced Tools and Techniques (2:40 to 3:35 p.m.)

The federal CAN-SPAM law is probably already a company concern, but what other compliance and best practices should direct marketers be following when it comes to privacy and permission? The workshop will end with an inspirational panel of email marketing experts, each showcasing an advanced technique they are using.

The Loyalty Hook – How to Engage, Retain and Grow Your Valuable Customers

David Rosen, Executive Vice President, Loyalty Lab Inc.

Luc Bondar, Vice President, Loyalty, Carlson Marketing

Part One: Understanding Loyalty and Defining Objectives (10:15 to 11:10 a.m.)

Part Two: Designing a Program (11:20 a.m. to 12:15 p.m.)

Learn the basics of loyalty marketing to enhance customer relationships, which is much more than offering points and discounts. Here, direct marketers will learn how potential benefits can be layered into the customer experience and how to define a strategy, including the target audience, program evolution, and exit. Plus, the program dives into the financial nuts and bolts.

Part Three: Assembling Program Building Blocks (1:40 to 2:35 p.m.)

Part Four: Implementing a Program (2:40 to 3:35 p.m.)

It’s time to work through common steps and examine best practices to understand making a business case for loyalty, develop a strategy, and plan its launch. Next, participants will learn about operations and performance measurements. Now that the program design and goals are set, the next step is customer communication strategies, employee training and materials, promotional initiatives, and the terms, and conditions.

About DM Days New York Conference & Expo

The 2007 DM Days New York Conference & Expo, which will be held on June 19 – 21 at the Jacob K. Javits Convention Center in Manhattan, provides a forum for the exchange of new ideas and technological advances and provides cutting-edge information in e-commerce, technology, media, database, and creative services. To register or to find more information about DM Days, please visit www.dmdays.com.

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 more than 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 2006, marketers — commercial and nonprofit — spent $166.5 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures generated $1.93 trillion in incremental sales. Last year, direct marketing accounted for 10.3 percent of total US GDP. Also, there are today 1.7 million direct marketing employees in the US alone. Their collective sales efforts directly support 8.8 million other jobs. That accounts for 10.5 million US jobs.

The Power of Direct: Relevance. Responsibility. Results.

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