B-to-C Marketers Reach Niches, Masses and everything in-between
February 24, 2009
1:00 PM – 2:00 PM EST
Sometimes you just need to reach a larger audience! While direct mail is the workhorse of direct marketing, there are several mass and quasi-mass mediums that provide fantastic opportunities for the right consumer brands. Everything from DRTV – the most mass – to Inserts and DR Radio, these mediums offer the opportunity to build a large customer base, introduce a new product and reach prospects not accessible through other mediums. In this session we’ll review which brands each of these mediums is useful for and which types of products and brands will be “fighting and uphill battle” in attempting success with each of these mass and quasi-mass mediums.
In this session we will address which offers are most likely to lead to success and we’ll address the challenges of analysis and tracking which can be significant with mass mediums. We also provide tips for testing execution that isn’t as straightforward as with other mediums, and provide tips for evaluating and analyzing tests.
This session will show Consumer Marketers how to grow their business by targeting and acquiring customers in diverse off-line mass and quasi-mass media including:
- Inserts – Evaluate the similarities to direct mail and print but offering unique and diverse opportunities
- Space Ads/Print – Learn the ins and outs of everything from niche magazines offering very targeted audiences to mass publications with huge circulations to tap
- Retail Take Ones – An unusual medium that isn’t for every brand but strong for the right ones. We discuss which those right ones are.
- DR Radio – Inexpensive to test, we address how to identify limitations and what type of offers are required
- DR TV – Learn why DRTV is the “medium that lifts all boats” and tips for dealing with the challenges in analyzing and assessing DRTV results
Speakers
Shari Altman
VPresident
Altman Dedicated Direct
Catalog Council & Broadcast Council Member
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.
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Co-Sponsored by the DMA Financial Services Council. The DMA Financial Services Council (FSC) provides information and education venues to help marketers optimize their insurance, brokerage, and banking direct marketing multichannel platforms. |
Council Benefit: DMA Financial Services Council Members will receive a complimentary recording of this webinar.
Ways to Register
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| 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.
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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.
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