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Pre-Conference Intensives

Saturday, October 9
Part I, 10:00am-12:30pm
Part II, 2:00pm-4:30pm

Sunday, October 10
Part III, 9:00am-11:15am
Part IV, 1:00-2:25pm

Upon attending all parts of a workshop, you will receive a DMA Certificate of Completion.

This fast-paced overview of the most successful direct marketing seminar in America is packed with examples to show you how to squeeze every ounce of value from your marketing budget. You’ll master the cardinal principles of direct marketing, learn what experts know about lists and targeting, combine your brand with an irresistible offer, write copy that won’t be ignored, and understand the critical elements of testing. You’ll gain years of experience in just two days.

The ability to generate response with our messages has become more complex. Three factors have changed the total demographic: the surge of new electronic “social” media as challengers; the resulting dramatic increase in competitive media choices; and shortened attention spans. In concert, these developments have altered the direct marketplace. “Old-timers,” still thinking in twentieth century terms, inevitably lose market share. This workshop supplies ammunition for competitive superiority in this brutal new environment.

Segments of this workshop are designed sequentially.
Attendees benefit most by attending the entire intensive. This intensive will provide in-depth knowledge on how to understand your customer and develop a world-class customer-centric multichannel marketing program that will create a positive customer experience both pre- and post-point of purchase. Each section will include case studies of highly successful multichannel marketing programs as well as breakout sessions to help you learn from other attendees and start to build your own successful customer-centric program.

Increase Sales 20% to 30% Using 5 Relationship Marketing Best Practices. . .Guaranteed!

Rated one of the best Intensives Workshop at DMA09.

Industry pioneer Ernan Roman has updated this workshop to teach how B-to-B and B-to-C leaders like Microsoft, HMS National, Inc., and social media innovators like,, and Ford increased response by 10X and sales by 20% to 30% in this tough economy. New research findings regarding Social Media and Multichannel best practices will be provided.

Ernan will be joined by Lisa Clawson, Senior Marketing Manager, Microsoft, Eric Greenberg, EVP Marketing, Life Line Screening, and Doug Stein, President, HMS National, Inc., to provide an in-depth understanding of the 5 Relationship Marketing Best Practices that will guarantee double-digit results and establish deeper, higher revenue relationships with today’s demanding customers.

This exciting and informative two-day workshop and certification program provides marketers with the education, best practices, strategies, and techniques they need to ensure that their email marketing programs achieve maximum success and are appropriately integrated into the multi-channel marketing mix today’s companies depend on for increased revenue and brand equity. The course is appropriate for marketers of all levels and supplements the general curriculum with vertical and category specific content.

Each workshop module breaks down into several parts and includes case studies and strategies that will help you achieve your marketing goals. Attendees that complete the two day workshop will receive a certificate of completion.

The best brand experience your Web visitors can have is to satisfy their need for information, validation or entertainment. How can you optimize your Web site to create such a place? When your Web site becomes a helpful service all of your marketing efforts become more cost effective. Come ready to plan a Web site that converts traffic to leads and sales.