Data & Direct Marketing

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Welcome and Introductions (11:00am)

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

How do you get today's information-overloaded consumers to open, read, and respond to your direct marketing campaigns? Tap into the techniques that successfully drive customer and prospect behavior. Discover surprising new ways – fueled by the latest brain science findings – to create direct mail and email messages that increase your effectiveness. See numerous in-market examples that reveal the fastest ways to convince skeptical prospects, what instantly makes you look better than the competition, what to say first when people “aren’t in the market,” and more. Leave this webinar with easy-to-apply tactics that immediately improve your direct mail packages and email campaigns.

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.   Winning Fandom with Data: Leveraging Analytics in Sports To Drive Consumer/Audience Engagement (12:30pm - 1:10pm)

Data has increasingly become the backbone of what materializes on the field/court/ice in sports. Whether it’s 40-yard dash times in NFL draft decisions, on-base percentage in MLB free agent signings, or free-throw percentage in a Hack-a-Shaq decision, data fuels team strategy. The significance of data doesn’t affect only the games we watch, though. Data also fuels how teams build fandom and drive demand to create a critical mass of fans cheering on the team in the stands and from home.

In this session, we’ll review some of the data collected and utilized by the sports teams and how that data is leveraged across various marketing channels to help grow interest in the team, attendance at games, and loyalty to the brand.

Marty Turman, VP Demand Generation, CRM and Marketing Analytics, Los Angeles Rams

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!