Marketers Find Expert Answers During DM Days New York 2007

‘Ask-the-Experts’ Roundtables for Marketers Who Missed a Session,

Need a Replay, or Just Want to Learn More

New York City, June 7, 2007 — You can never have too much of a good thing. This aphorism seems apt for marketers who will be able to choose from 31 “Ask-the-Experts” roundtable discussions and question-and-answer forums 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.

Sessions with titles such as “Guerilla Tactics for Web Usability and Conversion” and “DRTV Hispanic: How to Tap into the Hispanic Direct Response Television Market” will kick off the roundtables that will be available during all three days of the conference. Subjects will range from advertising to lead generation, and from segmentation to search engine marketing.

Times vary each day: From 1:40 to 2:35 p.m. on Tuesday, June 19; 2:35 to 3:35 p.m. on Wednesday, June 20; and 11:15 a.m. to 12:10 p.m. on Thursday, June 21.

“Conferees can tailor their learning at DM Days,” said Paul McDonnough, DMA’s group show director. “And these roundtables give direct marketing professionals another approach to their self-guided education. After listening to experts discuss the topic that interests them, attendees then can ask the experts — on the spot — about that topic. It’s a custom fit for a discriminating palate.”

One of the “Guerilla Tactics” roundtable experts weighed in on the topic. "The expert roundtables are a great forum for trading experience and advice,” said Lawrence Becker, vice president of marketing and business development for the Rimm-Kaufman Group. “At our Web site usability and conversion table, we'll share lessons learned form our paid search practice about successful page design, and the tactics marketers can use to go after improvements on their own site."

Becker suggested DM Days New York attendees bring printouts of their own pages for critique and review. Many may also want to bring a notepad, as well, considering Becker’s curiosity-piquing hints about the session, such as “How to conduct meaningful usability tests in one day, with five people, your office, and a video camera — and why this works.”

"Marketers often shy away from user testing because they assume it's expensive or cumbersome,” Becker said, hinting that he may hold the secrets to “do-it-yourself” methods.

About DM Days New York Conference & Expo

The 2007 DM Days New York Conference & Expo 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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