Celebrating its silver jubilee, International Direct Marketing Fair, an event dedicated to the direct marketing and CRM professionals, will run from 4-6 March at Earls Court 2 in London. The event will look to the future of direct marketing (DM), with a learning programme, a focus on DM for small businesses, expert advice on B2B marketing and the latest products and services from hundreds of exhibitors.
Here some highlights of the seminar programme:
4 Mar 2003
10.30-11.00 State of the DM nation – The shape and size of UK Direct Marketing, by Rosemary Smith (The Prospect Shop), Acxiom Seminar Theatre.
Seminar brief: Direct Marketing in the UK has experienced phenomenal growth during the last two decades. However, overall sales growth can mask negative underlying trends such as margin shrinkage and reducing profit per employee.
This session will define the size and shape of todays DM industry by reference to the financial performance of major companies in the sector, analyse volume usage and spend and examine key performance indicators for clients and suppliers.
11.15-11.45 Control your data, control your marketing, by Alex Walsh (Royal Mail), The Blue Sheep Seminar Theatre.
Seminar brief: Under the theme, Control your Data, Control your Marketing, Alex Walsh, head of legislative development at Royal Mail will illustrate how customer data changes the media and marketing environment, preview the latest DM tools and will cover the impact of proposed data regulation on companies including the opt-in system of one-to-one marketing.
12.00-12.45 Have CRM and e-business changed the skills and competencies required of direct marketers?, by Professor Merlin Stone (IBM), Acxiom Seminar Theatre.
Seminar Brief: This session will explore the developments in direct marketing, e-business and CRM over the last ten years, the successes and failures of companies, and the implications for recruitment and training in direct marketing.
14.00-14.30 Delivering consistent value to your customers through all your brand communications – Case study Skoda, by Stuart Archibald (Archibald Ingall Stretton), The Blue Sheep Seminar Theatre.
Seminar Brief: In 2000, the koda brand was something of a paradox. Whilst it enjoyed one of the highest car loyalty rates in the market, a Millward Brown survey demonstrated that 60 per cent of the UK audience would never consider owning a koda. The jokes and communist image from Eastern Europe had left its toll on the brand perception of koda.
15.30-16.00 Integrating new media channels into your CRM strategy,by Matthew Kelleher (Claritas Interactive), The Blue Sheep Seminar Theatre.
Seminar brief: Originally viewed as purely an acquisition tool, email and SMS marketing are now proving to be very effective in developing loyalty and growing customer value. Case study led, this presentation will show how these new tools can become an integral part of customer relationship management strategies, highlighting how organisations from different sectors are successfully applying this to their businesses.
Identify how the media channel offerings of cost: effectiveness, speed, accountability and measurement can make a significant impact on return on investment. Understanding of how to develop a single cross media platform for marketing strategies.
5 Mar 2003
10.30-11.00 Integrating above, below and online communications, by Graham Bailey, (GB Marketing), The Blue Sheep Seminar Theatre.
Seminar Brief: As marketers increasingly utilise electronic media to complement the traditional above and below the line media, there is a need to fully understand how the process of communication works and how the traditional and electronic media need to work in harmony to achieve marketing objectives. The session will look at the communications process and media mix and how to optimise the return on investment from communications spend.
11.15-11.45 Maximising the value of email marketing, by Justin Anderson (Frontwire), The Blue Sheep Seminar Theatre.
Seminar Brief: As marketers increasingly utilise electronic media to complement the traditional above and below the line media there is a need to fully understand how the process of communication works and how the traditional and electronic media need to work in harmony to achieve your marketing objectives.
12.00-12.45 Direct Marketing in the 21st Century, by Tim Rivett (Royal Mail), The Blue Sheep Seminar Theatre.
Seminar Brief: The overall volume of Direct Mail has increased by over 117 per cent in the last 11 years, a clear indication of the future growth of DM. In this talk Tim Rivett, mail media centre director in Media Markets will consider the shift in consumers attitudes, the ever-changing media landscape and the impact of new CRM developments.
13.00-13.45 How to Calculate the ROI on your Data: The ABC’s of Maximising Return From Your Data Investment, by Lynne Clafton (Acxiom), The Acxiom Seminar Theatre.
Seminar Brief: In todays tough economic climate, companies and their marketing departments are feeling the pressure to find ways of increasing revenue while lowering costs. As a result, customer retention and acquisition, as well as maximising customer value, continue to be of paramount importance. Depending on how they are treated, customers and prospects can turn things around or leave a company struggling for survival.
Understanding existing customers and finding new customers that mirror the purchasing habits and characteristics of a companys best customers is the key to not just staying afloat, but racing ahead of the competition. The most effective way to do this is by using both internal and external customer information to recognise the types of individuals who are most likely to purchase a companys products and services.
To do that, companies must begin with using their valuable internal or existing customer data and then fill in the gaps with external data from a third party.
Effective utilisation of different forms of available data sounds great, but how can a company evaluate what kind of return its getting on its data investment? A company can have all the information in the world, but unless that data is actually helping a company meet its bottom line goal of increasing revenue and saving money, it might be a wasted effort and expense. A compelling method to demonstrate the value of data is to determine the Return on Investment (ROI) that the data will provide.
15.30-16.00 Addressing CRM: A look at best practice address management, by John McLemon (QAS), The Blue Sheep Seminar Theatre.
Seminar Brief: The use of address management software is now considered an essential tool for any marketer. Accurate address data can help reduce time and money spent dealing with returned mail and can further enhance a company’s perception with their customers.
Delegates will see the benefits of using address management software and how its use can answer data integrity problems, help managing CRM strategies and make marketing operations more effective.
6 Mar 2003
11.15-11.45 Data protection and electronic marketing, by James Miligan (Direct Marketing Association), Acxiom Seminar Theatre.
Seminar Brief: Background to the Privacy in Electronic Communications Directive. New rules on use of cookies. New rules on e-mail and SMS marketing. UK implementation – Key Issues.
12.00-12.45 The Pursuit of Knowledge and the End of Direct Marketing, by Stewart Pearson (Wunderman EMEA), Acxiom Seminar Theatre.
Seminar Brief: Customer knowledge can direct and demonstrably improve all sales and marketing. And it can and should reach beyond these functions, to inform strategic planning and product development.
Our pursuit of knowledge is taking us deeper. Our pursuit of knowledge will take us beyond Direct Marketing as medium or channel to the centre of how companies go to market with their products and services. This is the end of Direct Marketing as we know it but the emergence of a knowledge-based marketing paradigm.
14.45-15.15 CRM – why you must continue the journey, by Julie Gray (EWA Limited), The Blue Sheep Seminar Theatre.
Seminar Brief: The session will consider the journey companies need to take to put the customer at the centre of their business. What CRM meant three years ago and what it represents today, why it is different and what lessons we learnt along the way.
The challenges companies face by using what youve got to build a better customer relationship rather than waiting for a better understanding. It will also consider the danger of missed opportunities by waiting until the right time and how the right time to start a relationship with you customers has to be now.
15.30- 16.00 Making credit and risk data work for you, by Ian Barrell (Callcredit), The Blue Sheep Seminar Theatre
Seminar Brief: A look at how the use of credit data by direct marketers has changed as competition in the financial services industry drives ever more sophisticated targeting. The presentation will look at how the clever implementation of credit data is allowing mailers to move away from mass marketing as it has conventionally been seen to identifying multiple niches and tailoring products accordingly.
Filipe Samora
2003-02-24
http://www.idmf.co.uk/
Eventos – Conferências
Em Foco – Empresa