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Results 1 - 6 of 6
Digital Collateral Systems: You built one, now how do you get folks to use it - 2/13/07
Web-based systems for production of collateral on demand carry tremendous promise as solutions to personalization, brand consistency and reduced obsolescence. But in order for the system to be successful, people have to use it, and that's an organizational and behavioral challenge. What are the strategies for encouraging use or even weaning users of conventionally-printed collateral from their old habits? In this session, you'll learn what works and doesn't work from people who have built and launched these systems.
Media Mix: Managing Media Across the Customer Life Cycle - 2/13/07
It's not just the message - it's the medium - that needs to change over the course of the customer life cycle. You need to approach a brand-new customer differently than you would a client who's been with you for years. This session offers a framework for deciding which media to use for different stages in the vendor-client relationship.
Relevant Marketing: Taking the Next Steps - 2/14/07
n this wrap-up session, Track Chair, Shaun Schooley, and your peers in the Corporate Marketing track will help you decide what to focus on as you implement the most important ideas from these sessions.
Response Rates & ROI: The Impact of Relevance - 2/14/07
The key variable in the success of a direct-mail campaign is the response rate, but good information on response rates with personalized mailings has been scarce. This session looks at research on response rates from two sources: an analysis of response rates from the PODi Best Practices database, and preliminary results from a study at Clemson University. You will come away from this session with a much better idea of what rates you can expect to achieve in various types of direct-mail campaigns.
Smashing Success vs. Crushing Failure - 2/13/07
What is the difference between jack-pot winners and bomb-out losers in VDP direct marketing? How does "information leverage" work in the real world of targeted graphic communications? What are two possible consequences for the industry that we can draw from this? In what respect has one of the major vendors got it right, and in what respect completely wrong?
Unisource's Relevant Marketing Campaign: From Idea to Execution - 2/14/07
Personalization can be a powerful marketing tool, but it only works if the message is relevant to the recipient. In this session, you'll learn how Unisource tapped into the power of relevant marketing to produce an exceptionally successful marketing campaign.
Results 1 - 6 of 6
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