Update by DMA regarding DMAchoice.org


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Update by DMA regarding DMAchoice.org

  1. 2. Today’s Speakers <ul><li>Senny Boone </li></ul><ul><ul><li>SVP, Corporate and Social Responsibility </li></ul></ul><ul><li>Ken Ebeling </li></ul><ul><ul><li>SVP, Membership </li></ul></ul><ul><li>Neil O’Keefe </li></ul><ul><ul><li>VP, Multichannel Segments </li></ul></ul>
  2. 3. Self Regulation <ul><li>In every marketing channel, marketers must demonstrate a strong commitment to consumer choice and privacy </li></ul><ul><li>Consumers expect ethical business practices and respect from marketers across all channels </li></ul><ul><li>Effective self-regulation across all channels is key to consumer trust </li></ul><ul><ul><ul><li>Data Privacy </li></ul></ul></ul><ul><ul><ul><li>Email </li></ul></ul></ul><ul><ul><ul><li>Telemarketing </li></ul></ul></ul><ul><ul><ul><li>Online Behavioral Advertising </li></ul></ul></ul><ul><ul><ul><li>Mobile Marketing </li></ul></ul></ul><ul><ul><ul><li>Mail </li></ul></ul></ul>
  3. 4. Self Regulation <ul><li>DMA Advocates to keep all marketing channels open and economically viable </li></ul><ul><li>DMA works in conjunction with FTC and other industry associations to promote responsible marketing practices </li></ul><ul><li>Recent establishment of Online Behavioral Advertising principles is an example of self regulation which generates consumer trust </li></ul><ul><ul><li>Transparency Principle: Clearer and more easily accessible disclosures </li></ul></ul><ul><ul><li>Consumer Control Principle: Provides consumers expanded ability to determine if data are collected and used for OBA purposes. </li></ul></ul><ul><ul><li>Data Security Principle: Organizations to provide reasonable security for and limited retention of data. </li></ul></ul><ul><ul><li>Material Changes Principle: Organizations to obtain consent for any material change to policies regarding OBA data collection and use </li></ul></ul>
  4. 5. Commitment to Consumer Choice <ul><li>CCC requirements are basic standards that are required of DMA members </li></ul><ul><ul><li>Honor Consumer Choice </li></ul></ul><ul><ul><li>Empower Consumers </li></ul></ul><ul><ul><li>Build Consumer Trust </li></ul></ul>
  5. 6. Commitment to Consumer Choice <ul><li>Effectively Honoring Consumer Requests </li></ul><ul><ul><li>Provide existing and prospective customers with notice of an opportunity to modify future marketing solicitations </li></ul></ul><ul><li>Disclosing the Source of the Consumer’s Name </li></ul><ul><ul><li>Upon consumer request, a marketer must disclose the source from which it obtained personally identifiable data about that consumer </li></ul></ul>
  6. 7. Commitment to Consumer Choice <ul><li>Use of DMAchoice (MPS) </li></ul><ul><ul><li>Members should use the most recent monthly release of DMAchoice before contacting prospects </li></ul></ul><ul><li>Establish Systematic Practices </li></ul><ul><ul><li>Members must establish internal policies and practices in support of the CCC </li></ul></ul>
  7. 8. Do Not Mail Challenges <ul><li>Carbon Footprint </li></ul><ul><ul><li>If Americans replace two trips to the mall per year with shopping by catalog, miles driven would drop by 3.3 billion </li></ul></ul><ul><ul><li>Resulting in a 3 billion pound reduction in carbon dioxide and gas savings of approximately $325 million. </li></ul></ul><ul><li>Sustainability </li></ul><ul><ul><li>The forest industry ensures that the number of trees each year is increasing. </li></ul></ul><ul><ul><li>In fact, there are more forests in the U.S. today than there were 50 years ago. </li></ul></ul><ul><li>Visit the-dma.org/Green15Toolkit </li></ul>
  8. 9. Do Not Mail Challenges <ul><li>Do Not Mail efforts remain a considerable force </li></ul><ul><li>2007-2008 </li></ul><ul><ul><li>15 bills were introduced in state legislatures </li></ul></ul><ul><li>2009 </li></ul><ul><ul><li>Connecticut - HB 5410 and HB 5413 </li></ul></ul><ul><ul><li>Florida - HB 781 </li></ul></ul><ul><ul><li>New Jersey - A. 3419 </li></ul></ul><ul><ul><li>New York - SB 2132 </li></ul></ul><ul><ul><li>California </li></ul></ul><ul><ul><ul><li>San Francisco Board of Supervisors approved, on March 31, 2009, a non-binding resolution (number 081526) </li></ul></ul></ul>
  9. 10. Mail Moves America <ul><li>Direct Mail is critical to the economic well-being of the United States. </li></ul><ul><li>Last year all of direct mail represented more than $702 billion in sales. </li></ul><ul><li>Direct mail supported at more than 300,000 small businesses across the country. </li></ul>
  10. 11. Mail Moves America <ul><li>DMA along with a number of other associations and companies formed Mail Moves America in 2006. </li></ul><ul><li>MMA defends against Do Not Mail legislation </li></ul><ul><li>MMA develops a more positive message and image for advertising mail. </li></ul>
  11. 12. Mail Moves America <ul><li>The Mail Moves America coalition includes in its membership, associations and companies in the paper, printing, mailing, marketing, publishing and advertising industries as well as users of mail advertising. </li></ul><ul><li>the-dma.org/mailmovesamerica </li></ul>
  12. 13. Third Party Suppression Services <ul><li>Honor consumer choice </li></ul><ul><li>Connect consumer directly with merchant </li></ul><ul><li>Names should be collected ONLY for suppression purposes </li></ul>
  13. 14. DMAchoice <ul><li>Online Process is free to consumers </li></ul><ul><li>Increased options </li></ul><ul><ul><li>Removes the “binary” limitation </li></ul></ul><ul><li>Options allow for greater consumer choice </li></ul><ul><ul><li>More names remain in the market </li></ul></ul>
  14. 15. DMAchoice <ul><li>Consumer can choose by category or by brand </li></ul><ul><ul><li>Categories; Catalog, Magazine, Other </li></ul></ul><ul><li>Consumer is encouraged to contact brand directly </li></ul><ul><ul><li>Allows brands to develop opt-down options </li></ul></ul><ul><ul><li>DMA can contact catalog brands on the consumer’s behalf </li></ul></ul><ul><li>Brands can customize their pages within DMAchoice </li></ul>
  15. 16. Processing <ul><li>Customer choices will result in the production of two files for the catalog segment only! </li></ul><ul><ul><li>Brand Opt-out File (catalog only) </li></ul></ul><ul><ul><li>Category Opt-out File (MPS file) </li></ul></ul><ul><li>Your Data Processor should be a subscriber to DMAchoice </li></ul><ul><ul><li>They will pick up the two files each month </li></ul></ul><ul><ul><li>The process is the same as it has been for MPS </li></ul></ul>
  16. 17. Processing <ul><li>Marketers are obligated to run Category Opt-out names at a priority above any prospecting </li></ul><ul><ul><li>Some mailers have chosen to run the names above older customer names </li></ul></ul><ul><li>Brand Opt-out names must be omitted from all mailings </li></ul><ul><ul><li>Customers who contact you directly should also be omitted from all mailings </li></ul></ul>
  17. 18. Processing <ul><li>Marketers must act on the customer choice within 30 days </li></ul><ul><ul><li>Changes are to be effective in 90 days </li></ul></ul><ul><li>Customer choices remain on file for 3 years </li></ul>
  18. 19. Next Steps <ul><li>Marketers must mail smarter </li></ul><ul><ul><li>Avoid unnecessary costs and legislation </li></ul></ul><ul><li>Self regulation is the answer </li></ul><ul><li>Provide Consumers with choice </li></ul><ul><li>Provide consumers with relevant shopping options they enjoy </li></ul><ul><li>Allow consumers to eliminate mail they do not want </li></ul>
  19. 20. Next Steps <ul><li>DMAchoice is a success due to input from Multichannel marketers like you </li></ul><ul><li>Key websites for further information </li></ul><ul><ul><li>dmaresponsibility.org </li></ul></ul><ul><ul><li>dmaccc.org </li></ul></ul><ul><ul><li>dmachoice.org </li></ul></ul>
  20. 32. DMAchoice.org 2.0 New and Improved Brand Functionality
  21. 37. DMAchoice.org 2.0.1 <ul><li>Expanded Categories </li></ul><ul><ul><li>Retail Store offers – coupons, circulars, etc </li></ul></ul><ul><ul><li>Credit Card offers </li></ul></ul><ul><ul><li>Financial Service offers – Mortgage, banking, mutual funds, etc – (Other than Credit Card) </li></ul></ul><ul><ul><li>Insurance offers– Auto, Life, etc </li></ul></ul><ul><ul><li>Fundraising / non profit offers </li></ul></ul><ul><ul><li>Cable/Telecommunications offers– TV, Phone, Internet, etc. </li></ul></ul>
  22. 38. DMAchoice Next Steps We ask for your continued support
  23. 39. Questions? <ul><li>Senny Boone, Esq. </li></ul><ul><ul><li>Senior Vice President, Corporate & Social Responsibility </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Ken Ebeling </li></ul><ul><ul><li>SVP, Membership & Segment Services </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Neil O’Keefe </li></ul><ul><ul><li>V.P., Multichannel Segments </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>