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DMAW April 2012 Update
There are two items that I do need your help with if you have available time:
- If you have 5 years experience in direct marketing (with a specialty in any of the channels) then I need you! Volunteer judges are needed to judge the 2012 MAXI Award entries on April 17th, 9:30AM – 5PM at Production Solutions, 1953 Gallows Road, Suite 600, Vienna, VA 22182.Just complete this form - DMAW MAXI Judge - and let me know your availability.
- Guest Bloggers for the DMAW blog – truly, it’s not hard! Only 400-450 words, about your thoughts on a particular blogging issue. Just send me an email and let me know that you would like submit a blog! (You will want to read the current blog by Allison King about “Getting Your ‘Mobile Mojo’ On!”) Click here for more details!
In the meantime, below is our great educational line-up for the next couple of months! The early bird deadline is coming up on a couple of them – so don’t miss out on these opportunities to save & learn!
Hope to see you soon at one of our events or even as a MAXI judge!
Best,
Donna Tschiffely
Executive Director
DMAW Monthly Lunch & Learn
Thursday, April 19, 2012
12 Noon – 2:00 PM
SEIU Conference Center
The ROI of Blogging
Bethany Bauman
Senior Director,
Digital Strategy, Merkle
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Cross Channel Marketing Symposium
Wednesday, May 9
8:00 AM – 4:00 PM
Gannett/USA Today Conference Center
Early Bird Registration ends Friday, April 6
Save $55 off the regular registration fee
Group rates available for 3 or more from the same firm/organization
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List Bazaar Summit
Wednesday, May 16
8:30 AM – 4:00 PM
The Conference Center At Heart House | American College of Cardiology
Washington, DC
Early Bird Registration ends Friday, April 6
Save 15% off the regular registration fee
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Social Summit - Sharpening A Tool!
Capital Conference Center
Arlington VA
Early Bird Registration ends Wednesday, May 23
Liz Strauss, Keynote
Wednesday, June 27
5:30PM-8:30 PM
Educational Presentations
Thursday, June 28
8:00AM – 4:30PM
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DMAW MAXI Competition
Needs Judges!
Tuesday, April 17
9:30AM – 5:00PM
Production Solutions
1953 Gallows Road
Suite 600
Vienna, VA 22182
Lunch will be provided.
Aside from the privilege of being a judge…this is a great opportunity to sneak-a-peak at the campaigns of other marketing professionals and see the results that they are getting!
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7th Annual Bridge to Integrated Marketing & Fundraising Conference
Harness the Winds of Change!
August 7-9, 2012
Gaylord National Hotel & Conference Center
Lowest Registration Fee Available Now!
Special Offer: 2-night Gaylord Hotel Package Stay + Registration Fee = $100 savings!
DMAW March 2012 Update
WHAT’S HOT – YOUR “MOBILE MOJO” IS!
DMAW Monthly Lunch & Learn
Thursday, March 15 | 12Noon – 2:00 PM
SEIU Conference Center, Washington, DC
(Seating is limited to 60 people.)
Kelly Flowers, Principal, GrowthVine, LLC
How to Get Your “Mobile Mojo” on Track!
Is your organization suffering from a lack of mobile direction? Are you trying to figure out the value of Mobile?
Learn how association and nonprofits are using mobile technology to engage their members and attract new ones. Find out how to decide which mobile technologies will provide you the best return on engagement, and how to help your organization start planning their mobile strategy.
Attendees will leave the luncheon with a clear understanding of the mobile technologies that associations and nonprofits are using, how to determine which mobile technology is right for the job and the top 5 steps to take in setting your organization’s mobile strategy on the right track.
One exclusive sponsorship opportunity is available! For information contact DJ Miller at DJMiller@dmaw.org, call 703-689-DMAW or click here!
Kelly Flowers, Principal, GrowthVine, LLC
Kelly Flowers, principal and mobile strategy consultant at GrowthVine, has been working with associations and not-for-profits for over 10 years, helping them to create engagement with their membership, provide key benefits to their members, and use technology to attract new audiences. Kelly has been studying the exploding landscape of mobile solutions and is excited about working with associations to create new and innovative ways to engage members with mobile.
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2012 Cross-Channel Marketing Symposium
May 9, 2012 | 8:00 AM – 5:00 PM
Gannett/USA TODAY
McLean, VA (near Tyson’s Corner)
Is your organization successfully using cross‐channel marketing to reach and retain customers, donors, or members? We are talking about more than just using multiple channels.
Real Cross-Channel marketing is a very powerful tool and takes innovation and strategy! A true cross-channel plan focuses on the customer as they are followed and tracked while they switch from one channel to another. The brand needs to listen to the customer and engage them, at the right time with the right content on the right channel – that’s much harder to do than just pushing out the message through lots of channels!
Take 1 day out of your week to sharpen your cross-channel marketing skills…
…And take away innovative ideas and REAL case-study data from industry leaders who employed creativity, overcame limited resources and maximized available technologies to blend digital, social, and traditional media to generate campaign/brand awareness and lift response.
Check out the great program topics & speakers!
Group registrations are available!
If you are a company that provides integral products or services for cross-channel marketing then you will want to take advantage of our sponsorship opportunities by clicking here!
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May 16, 2012 | 8:30 AM – 4:00 PM
The Conference Center at Heart House
Washington, DC
Early Bird registration deadline is April 6, 2012
Lists are the heart of any good Direct Marketing campaign!
And, if you are a list broker, manager, or owner,
then this meeting is a must for you!
Call for Papers for List Bazaar is now open!
Click here for information.
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PUT THIS ON YOUR CALENDAR AND
PLAN TO ATTEND!
June 27 – 28, 2012
Capital Conference Center
Arlington, VA
For the experts in Social Media, we are still
accepting papers!
CALL FOR PAPERS DEADLINE IS
Friday, March 9, 2012!
The event will kick off on Wednesday evening (June 27) with Liz Strauss, international business strategist, founder of SOBCon, followed by a networking cocktail reception. Liz is recognized as one of The Top Ten Influencers Alive: 10 Breakout Influencers of 2011, #8 on The Forbes List of Top 50 Social Media Power Influencers and #7 on DandB’s Small Business Big Shots on Twitter as reported by the Wall Street Journal. Thursday will be a day chocked-full of case studies and statistics on everything social media.
Is your organization successfully using social media to successfully reach and retain customers, donors, or members?
The Social Summit Planning Committee is seeking presentations that have strong case studies citing statistics which show an effective use of social media as a key component of a campaign. Topics of interests include:
Mobile, SMS, QR Codes
Marketing: Fundraising for Nonprofits or Commercial Campaigns
Website Optimization
Integration
Branding Under One Voice, Marketing Best Practices
Lead Management, Dashboard Lead Measurement
Social Measurement and ROI, Social Dashboards
To submit your Call for Papers entry click here.
Sponsorship opportunities are also available – just click here!
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2012 MAXI Alert!
FAST APPROACHING ENTRY DEADLINE
FRIDAY MARCH 16!
Your professional recognition
could be sitting on your desk!
Download the MAXI Entry forms, complete and submit them with three samples of your most productive campaign… it’s an opportunity to win the recognition you deserve!
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Plan Your Attendance at Our Monthly Lunch & Learn!
April 19
The ROI of Blogging
Andrew Hanelly, Director
Digital Strategy for TMG
As blogging has made its way from the basement to the board room, many organizations are tapping in. But many more are tapping out. This session will focus on how organizations of all sizes can plan, build, execute and generate ROI from a company blog.
As an attendee, you will learn from real-world blogging success stories, a formula for creating your own blog, a framework for measuring success on a blog and an argument (or two) to any internal naysayers (who still think blogging has no place in the digital strategy).
May 17
State of the Non-Profit Industry:
2011 National Fundraising Performance Report
Carol Rhine, Senior Fundraising Analyst
Target Analytics, a Blackbaud Company
This lunch sells out each year! This Target Analytics report summarizes direct marketing giving for many of the largest non-profit organizations in the country. Carol will present a forensic comparison of fundraising revenue across sectors: Animal Welfare, Arts & Culture, Environment, Health, Human Services, International Relief, Religion and Societal Benefits. See how your 2011 fundraising results compare to others in your sector and what it might mean for your 2012 campaigns.
One exclusive sponsorship opportunity is available for each monthly Lunch & Learn! For information contact DJ Miller at DJMiller@dmaw.org, call 703-689-DMAW or click here!
All DMAW Lunch & Learn sessions are held the third Thursday of every month at the SEIU Conference Center, 1800 Massachusetts Avenue, NW, Washington, DC.
Lunches have a limited seating capacity of 60 people.
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YOUNG PROFESSIONALS NETWORKING
HAPPY HOUR!
Are you a young professional in the direct marketing or fundraising field? Or, are you someone who is young at heart and likes to network and have fun?
JOIN A FUN NETWORKING NIGHT!
Wednesday, March 28, 2012
5:00 pm to 8:00 pm
RFD
810 7th St NW
Washington, DC 20001
RSVP to Jenna@TurnkeySolutionsDM.com
to ensure you get a DRINK TICKET !
Sponsored by
Privacy…Respect It While Marketing to Your Target Audience
written by Kurt Seiber
As a new member to the DMAW, I found the keynote address at the annual to be very relevant and eye-opening. Mark Rasch – Director of Cybersecurity and Privacy Consulting with CSC – gave an awesome presentation!
Obviously privacy is always a concern. When you couple that with today’s advanced communications and technology available at our fingertips with smart phones, it becomes even more important to respect privacy.
In conversation at the networking reception, someone mentioned a statistic that there are over 300 million active mobile subscribers in the USA alone. Mobile phones are a very personal device. Technology with location based services, facial recognition, near field communication and a new technology called FootPath used in malls to track a shopper’s activity allows retailers to ping your cell phone with coupons as well as gather data about you.
My biggest take-away from this presentation was the opportunity the mobile channel offers direct marketers, non-profits and retailers to reach their target. The challenge is respecting privacy while at the same time making sure your message is relevant.
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Kurt Seiber is Director of Business Development and Packaging Consultant at MOSAIC. He can be reached at ksieber@theMOSAICteam.com.
Cybersecurity Need Not Be Boring
written by Jeff Fowler
When I first opened my invitation to DMAW‘s 2012 annual meeting and noticed the title of the keynote presentation, “Your Privacy. . . Does It Really Exist?”, a word favored by my teenage son flashed through my mind: b o r i n g. Still, it had been some time since I had attended a DMAW meeting, so I steeled myself and dutifully registered, figuring I’d spend the time surreptitiously checking email and texting on my mobile while struggling to suppress yawns. I imagined a dry, factual session delivered by a pleasant, frumpy, spectacled, knowledgeable but humorless professor in dull monotone.
I couldn’t have been more wrong. Mark Rasch – director of CyberSecurity and Privacy Consulting for CSC – knocked it out of the park with an electrifying presentation that was hugely entertaining and informative. Like most people in the audience, I had never seen nor heard of Mark before, but by the time he finished his performance, the picture in my mind had changed to my son’s second favorite expression: O M G!
Departing from conventional wisdom, Rasch opened his power-packed session with a joke that immediately put everyone at ease, but before our smiles faded he launched into a series of increasingly stunning facts interlaced with wonderfully self-deprecating humor and personal anecdotes. Some of his facts were astounding:
- The average person in Washington DC is captured on camera 26 times or more each day.
- There are electronic tracking devices that emulate cell phone towers, and software that monitors consumer shopping behavior at the mall via their cell phone signal.
- Technology exists that uses facial recognition combined with cloud-based searches to identify consumers within seconds, returning personal details such as name & address, phone number, birthdate, and – a whopping 13% of the time – the full social security number!
As he continued, our mild apprehension over the amount and type of personal information available to government officials, marketers, and hackers deepened into serious concern, and by the time he finished there were audible gasps of amazement.
Mark’s presentation is not only mandatory for direct marketers to attend; it truly applies to everybody everywhere. Just as the 1975 movie Jaws gave us nightmares about swimming in the ocean, Your Privacy. . . Does It Really Exist? is guaranteed to leave you shocked and afraid to touch your computer.
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Jeff Fowler is president and founder of Decision Software, provider of marketing services and their powerful MarketWide™ campaign management software. DSI is based in Landover, MD. He can be reached at jfowler@dsoftware.biz.
Tips to Successfully Position and Design Your Online (and Offline!) Brand
by Gay Bitter
These days everyone is an online marketer, and Dina Wasmer of Incite Creative reminded us all of the importance of managing our online brand at The DMAW’s February luncheon. So much valuable information was shared that it’s impossible to get it all into a single blog post, but here are a few ideas to help you make your brand work online.
Do you have a brand positioning statement and framework? If you don’t, STOP, do not pass go! Without one consistent messaging is difficult. Putting a positioning statement together will improve your online and offline branding efforts. Make sure you include all internal stakeholders in developing your positioning statement and framework (owner, marketing, sales, customer service), and then confirm it with customers, referral sources and partners. In order to establish your framework you will need to identify your target audience(s), identify your field of play (the categories in which you compete), develop your value proposition and points of distinction, and provide proof points. By the way, being “full service” and having “great customer service” are not points of distinction. Who has great customer service? Everybody! How do you provide proof points? Here are several ideas: case studies, awards and testimonials.
Do a brand audit. Take a look at all of your online and offline materials, presentations for speaking engagements, etc. Is your messaging uniform, credible and authentic? What about presentation – are colors, typography and other brand elements consistent? Go ahead and look at what your competitors are doing, but don’t try to make their messaging yours – refer back to your positioning statement so that your messaging is uniquely “you.” Be sure someone in your organization is the “brand police,” checking to ensure that communication is on target in all media, especially social media where it’s easy for individuals to stray.
Researching long-tail keywords that will drive traffic to your website is important. Long-tail keywords will be less expensive for paid advertising (SEM), and will help drive the specific traffic you want, not general untargeted leads. Once you’ve identified your keywords, make sure you use them in all of your online marketing efforts, SEM, SEO, online press releases, and online articles. Don’t forget to include keywords when naming images – make them descriptive and keyword rich. When setting up links for each online marketing effort, link to the most specific landing page that is relevant to the ad or article, not your website home page.
Some additional ways to drive people to your website are contests, or asking viewers to “tell their story.” Customized Facebook fan pages can act as mini billboards encouraging visitors to take a desired action.
Done well, social media can be a boon to your online marketing – keep a 30 day editorial calendar to get the right message out on all of your social media platforms. Don’t forget little things, like adding your signature with a link to your website when you post on social media forums.
And lastly, don’t forget to measure the effectiveness of your online efforts. In order to effectively evaluate your marketing efforts you need benchmarks. What are you starting with, and what are your goals? For instance, if you embark on campaign of monthly press releases to drive traffic to your website, use Google Analytics or another tool to measure the traffic as each release is distributed.
To sum up – have a positioning framework, audit your brand, focus on keywords and messaging in all online marketing and measure your results!
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Gay Bitter is Vice President, Marketing at Relevate, a leading provider of comprehensive data marketing solutions. She can be reached at gbitter@relevategroup.com.
