Direct mail remains the “workhorse” medium used by more direct response marketers than any other medium. Limited only by your imagination, direct mail runs the gamut from postcards to multi-dimensional mailers. How do you decide which direct mail approaches are best for your brand? In this session we’ll review the unique value of direct mail and how to take advantage of direct mail’s advantages.
We’ll also look at the various direct mail format options, identifying which brand characteristics and situations are appropriate for each. From catalogs to magalogs to envelope mailers, lead generation to direct sell, we’ll cover how to go about determining which direct mail formats are best suited for your sales and profit goals.
This session will show you tactics you need to know for:
- Benefits of direct mail over other mediums
- Details of planning direct mail programs
- Direct Mail format choices and why each is desirable
- Key Benefits of Direct Mail, Solo Formats and which programs benefit from them
- Direct Mail, Multi-Product Formats – tools for catalog success and beyond
- Prospecting Lists - pros and cons, and relative value of different list types
- List Processing – getting the greatest mileage out of the lists you rent.
Speaker
Shari Altman
President
Altman Dedicated Direct
Altman Dedicated Direct was founded in 1999 by Shari after 20 years in direct response
marketing. Shari has multi-channel marketing expertise with all direct response marketing
prospecting and retention media: DRTV infomercials, eCommerce, eMail, direct mail,
catalogs, inserts, space ads, etc. Since launching Altman Dedicated Direct in 1999, Shari has
helped direct response marketing clients develop and implement integrated multi-channel
marketing plans for a wide range of products and audiences. Prior to establishing Altman
Dedicated Direct, Shari’s work experience included management positions at Guthy-Renker,
Sara Lee Direct, McGraw-Hill and Time-Life Books. During her tenure with each, Shari was
instrumental in diversifying direct marketing efforts into new media areas including radio,
space ads, insert media, and the web. She is a frequent speaker at direct response marketing
industry conferences. She’s also a columnist for Electronic Retailer, contributor to Target
Marketing, Catalog Success, and Multi-Channel Merchant (formerly Catalog Age). Shari
holds an MA in psychology and an MBA in marketing and managerial economics from
George Mason University.
Registration Rates
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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