Data & Direct Marketing


Start: Thursday, March 4, 2021 at 11:00am

End: Thursday, March 4, 2021 at 1:00pm


Via Webinar (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Attend via Webinar Client-Side Tier $0 Platinum Tier $0 Gold Tier $0 Silver Tier $0 Individual N/A Nonmember N/A
Will Not Attend Client-Side Tier $0 Platinum Tier $0 Gold Tier $0 Silver Tier $0 Individual N/A Nonmember N/A

Welcome and Introductions (11:00am)

I. 10 Human Behavior Hacks to Create Compelling Direct Marketing (11:10am - 11:50am)

Successful brands engage with their customers as real people, not as ones or zeroes, not as statistics, and not as clicks. There are new and emerging capabilities to identify your customers and build authentic relationships. The foundations that we rely on as marketers to understand customers are being disrupted. Third-party cookies are crumbling. New regulations are here with more on the horizon. You have to ensure you’re balancing your commercial interests with the best interests of the real people you engage with. Privacy, security, and consumer controls must be embedded in your go-to-market strategy. And on top of all of that, you need to be in control of your brand and your brand’s experience with your customers.

Nancy Harhut, Chief Creative Officer, HBT Marketing 

II.  “Dear John”…..”Dear Mr. Smith”….”Dear Friend” - - Personalization Matters! (11:50am - 12:30pm)

Is your direct response program tailor made for your audience? Or is it a can of generic green beans?  We will discuss what tried and true personalization approaches could be implemented to acquire and cultivate your donor/customer file.  The formula for direct response program is balancing the art and science to drive revenue growth and brand awareness.  Personalization shifts the focus of a direct mail campaign from the organization to what will get that individual to respond.  Personalization seeks to create a connection with the donor/customer, which makes them feel valued and appreciated.  The campaign should make that person feel “this mailer is talking directly to me” versus “here’s another piece of junk mail.”  Adopting a tailored personalization strategy should improve response rates, which drive leads to, ultimately, long term relationships.

Chris Wyatt, Managing Director, Ducks Unlimited

 III.   Leveraging Analytics In Sports To Drive Consumer/Audience EngagementIV.   Member Roundtable and Omnichannel Challenge Discussion (12:30pm - 1:10pm)

Hear how this NFL team is using analytics to provide its fan base with the best experience despite empty stands and other challenges due to this pandemic. 

IV.   Member Roundtable Discussion (1:10pm - 1:30pm)

We're all facing the same issues. This is your time to discuss session content or bring up challenges you are finding in this dynamic omnichannel world. Registrants will receive an email prior to the meeting asking for your challenges. It's free consulting!  

Webinar information, if available, will be provided to registrants only.