Does simply slapping a person’s name on a direct mail piece assure success? Is the mere inclusion of someone’s moniker in the subject line of an email any guarantee that the message will be opened and read? Consumers are easily turned off when they receive communications from companies and organizations that come on like long-familiar “best buddies.” They’d rather wait until they’ve made a purchase or a donation before an arm is draped over their shoulders.
Today’s smart marketers are combining the use of pertinent, well-placed personalization with traditional, proven direct marketing techniques. They’re letting customers define how they want to be marketed and spoken to, and via what channels. They’re testing various offers, formats and messaging platforms based on what they’re learning from their audiences ? and they’re profiting from the exercise.
Grant will float the latest thinking on the profit-building power of traditional personalization techniques and their forecasted sustainability. He’ll share some experiences from his own firm, explore some of the new personalization channels open to direct marketers, and lead an idea-sparking discussion that every attendee is sure to treasure.
Learning Points:
- Learn about the current state of the market in regards to personalized mailing
- Challenge current thinking about the use of personalization in reaching the consumer market
- Discuss alternative and varying means of customer communication that can reach the audience with successful results
Grant A. Johnson, President & Chief Marketing Officer, Johnson Direct
A prominent measurable marketing strategist and nationally recognized thought leader, Grant serves as president and chief marketing officer for Johnson Direct, a measurable marketing communications and direct branding™ counseling firm that employs multi-channel marketing strategies that are testable and accountable. He is also a sought-after public speaker, marketing trainer, award-winning author, copywriter, and consultant. An industry veteran with more than 20 years of experience, Grant leads his agency’s efforts in accountable advertising, electronic communications and Direct Branding™, a proprietary tool that has helped Johnson Direct’s clients achieve remarkable success in a variety of marketing endeavors. A graduate of the University of Wisconsin-Milwaukee, Grant founded Johnson Direct in 1999 with the goal of offering one-to-one communication benefits to companies striving to increase sales leads, raise loyalty rates, improve membership retention or create customer relations continuity with multi-channel, measurable marketing techniques. Only a year later, Grant was named Wisconsin’s “Direct Marketer of the Year.”
Ways to Register
| Online: | Register Now |
| Fax: | 212.302.7643 |
| Phone: | 212.790.1500 |
| Mail: | Printable Form DMA Customer Service 1120 Avenue of the Americas New York, NY 10036-6700 (Check payable to DMA) |
For questions/inquiries, call DMA Customer Service at 212.790.1500 or e-mail customerservice@the-dma.org.
See information on how to join DMA.
Payment Policy and Confirmation
In order to confirm your place in the seminar, we require payment in full. From time to time, we change a date or location of a seminar. If we need to change a date or location for any reason, you will be contacted. If you have not received confirmation of your attendance from DMA, please call 212.790.1500 to ensure your seat.
Virtual Seminar Cancellation Policy
If you cannot participate in the virtual seminar, please contact DMA Customer Service prior to the event to have your registration fee held on account for a future event. If you must cancel your registration altogether, DMA will refund the registration fee in full if canceled at least one (1) business day in advance of the event. Registrants who do not cancel or arrange to have their registration fee held on account prior to the event, and fail to attend the event, forfeit their full registration fee.
If DMA cancels the event for which you have registered, the registration fee paid will be held on account for a future event or fully refunded if you prefer. DMA is not responsible for any expenses incurred by you as a result of your registration, whether the event was attended, postponed, or canceled.
DMA Money-Back Guarantee
You will be 100% satisfied with what you learn or we will refund your registration fee in full.* We can afford to make this offer because we know that this seminar will exceed your expectations. It's part of our commitment to providing you with the highest possible quality in education and training.
*Requires written request within 30 days of the seminar.
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