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VAD & UBI France - October `09


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Overview of DMA, and the Direct Marketing and iDirect economical impact in the U.S.

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VAD & UBI France - October `09

  1. 1. VAD 2009
  2. 2. <ul><li>Neil O’Keefe </li></ul><ul><ul><li>V.P. Multichannel Segments </li></ul></ul><ul><ul><li>Formerly </li></ul></ul><ul><ul><ul><li>Spiegel Brands </li></ul></ul></ul><ul><ul><ul><li>Regal Greetings & Gifts </li></ul></ul></ul><ul><ul><ul><li>Hanover Direct </li></ul></ul></ul>
  3. 3. Introduction to the DMA <ul><li>Global trade association </li></ul><ul><li>Founded in 1917 </li></ul><ul><li>Represents more than 3,400 companies using and supporting multichannel direct marketing </li></ul>
  4. 4. Global Reach <ul><li>DMA has established partnerships & affiliates which provide a gateway to international markets. </li></ul><ul><li>As this network continues to grow members benefit from global market knowledge, best practices and skill development via access to other members and associations across 42 countries and counting. </li></ul>
  5. 5. DMA Centers of Excellence DMA’s Centers of Excellence Provide a Major Source of Value to Members Advocacy Reputation Education Research Networking
  6. 6. Education / Competitive Advantage <ul><li>DMA Global Education Program </li></ul><ul><ul><li>The first global direct marketing education program providing a globally recognized level of direct marketing education </li></ul></ul><ul><ul><li>By 2010 this course will be available in Arabic, Japanese, Spanish and Chinese and will be distributed globally </li></ul></ul>
  7. 7. Market Making / Networking <ul><li>Learn from the Best in the World </li></ul><ul><ul><ul><li>Annual Conference For Catalog and Multichannel Merchants (ACCM) </li></ul></ul></ul><ul><ul><ul><li>DM Days New York Conference & Expo </li></ul></ul></ul><ul><ul><ul><li>Email Evolution Conference (EEC) – US and Europe </li></ul></ul></ul><ul><ul><ul><li>National Center for Database Marketing Conference & Exhibition (NCDM) </li></ul></ul></ul><ul><ul><ul><li>National Conference on Operations & Fulfillment (NCOF) </li></ul></ul></ul><ul><ul><ul><li>Nonprofit Conference </li></ul></ul></ul><ul><li>DMA Annual Conference </li></ul><ul><ul><li>The world’s largest marketing exhibition hall </li></ul></ul><ul><ul><li>12,000 attendees. 60% of whom are Director level or higher, representing decision makers from Fortune 500 companies </li></ul></ul><ul><ul><li>Market making opportunities allow your company to stay connected to customers and suppliers </li></ul></ul><ul><ul><li>130 educational sessions led by 350+ experts </li></ul></ul><ul><ul><li>Educational tracks help you chart your course of study </li></ul></ul><ul><ul><li>Sessions organized by level ensures education relevant to you </li></ul></ul>
  8. 8. Echo Awards <ul><li>Founded in 1928 The DMA International ECHO Awards Competition honors the world's best direct marketing campaigns </li></ul><ul><ul><li>Outstanding creative </li></ul></ul><ul><ul><li>Superb marketing strategy </li></ul></ul><ul><ul><li>Excellent results. </li></ul></ul><ul><li>Today ECHO welcomes all types of media and judges over 1,000 marketers and agencies across the entire direct marketing spectrum </li></ul>
  9. 9. <ul><li>Key Issues Include: </li></ul><ul><ul><li>Anti-Spam </li></ul></ul><ul><ul><li>Do-Not-Mail </li></ul></ul><ul><ul><li>Data Security </li></ul></ul><ul><ul><li>Internet Taxation </li></ul></ul><ul><ul><li>On-Line Behavioral Advertising </li></ul></ul><ul><ul><li>Privacy </li></ul></ul><ul><ul><li>Postal </li></ul></ul><ul><ul><li>Telemarketing </li></ul></ul>Advocacy/Public Policy
  10. 10. Reputation / Self Regulation <ul><li>A DMA logo associated with your company’s brand conveys compliance and integrity to consumers </li></ul><ul><li>DMA’s Self Regulatory Initiatives Include: </li></ul><ul><ul><li>Guidelines for Ethical Business Practice </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Commitment to Consumer Choice (CCC) </li></ul></ul><ul><ul><li>Environmentally Responsible Marketer </li></ul></ul>
  11. 11. Market Intelligence / Research <ul><li>Benchmark your Business with DMA Market Intelligence </li></ul><ul><ul><li>From DMA proprietary research to carefully selected partner publications your company will gain a competitive advantage by benchmarking your results against global competition. </li></ul></ul><ul><li>The Power of Direct </li></ul><ul><li>Statistical Fact Book </li></ul><ul><li>Quarterly Business Review </li></ul>
  12. 12. Global Direct Marketing - 2009 Global DM Advertising spend exceeds $400 billion
  13. 13. The POWER of Direct Marketing
  14. 14. The POWER of Direct Marketing - 2010 Direct Advertising drives over $1.7 Trillion in U.S. Sales! $334.3 $110.5 $445.8 $458.2 $110.4 $128.7 $68.4
  15. 15. Overall DM Sales and ROMI - 2010
  16. 16. DM Expenditures and ROMI ROMI = Return on Marketing Investment DM Advertising ROMI is 2x Non-DM! $8.75 $270.0 Total Advertising $5.23 $116.7 Non-DM $11.73 $153.3 Direct Marketing (DM) 2010 ROMI 2010 Expenditures
  17. 17. DM Expenditures and ROMI by Medium ROMI = Return on Marketing Investment $40.1 $0.7 Email $8.4 $39.5 Telephone $19.9 $25.4 Internet $15.3 $29.9 Direct Mail (non-catalog) $7.3 $15.6 Catalog 2010 ROMI 2010 Expenditures
  18. 18. Top 5 Growth Areas – Expenditures 2010
  19. 19. Internet Expenditure Growth – Percent of Direct Source: DMA Power of Direct 2009-2010
  20. 20. “ Digital” Expenditure Growth Source: DMA Power of Direct 2009-2010
  21. 21. Evolution of Direct Marketing <ul><li>What’s Next? </li></ul>
  22. 22. Council Membership - Benefits <ul><li>Members choose from one of 22 Councils </li></ul><ul><li>Inside access to the latest tools in Marketing </li></ul><ul><li>Councils include: </li></ul><ul><ul><li>Insurance & Financial Services </li></ul></ul><ul><ul><li>Mobile Marketing </li></ul></ul><ul><ul><li>Search Engine Marketing </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Many more… </li></ul></ul>
  23. 23. Word of Mouth Source: DMA Social Media Council courtesy of Acxiom Friend Count
  24. 24. Social Media Source: DMA Social Media Council courtesy of Headmix Commercial Strategy
  25. 25. Social Media High Impact Source: DMA Social Media Council courtesy of Headmix Commercial Strategy
  26. 26. Measuring the Mobile Market Sources: *Comscore/m:metrics June 2009, ** Comscore January 2009, US Census 2008 Estimate, Nielsen Mobile Media- December 2008; iLoop Mobile, Inc. <ul><li>Approximately 76% of US population has at least one mobile device </li></ul><ul><li>Of mobile subscribers, 53% use text regularly </li></ul><ul><li>Today 21% of mobile subscribers use their Internet browsers to access any news or info </li></ul><ul><li>Those who have cut and/or do not use their landline now totals 34% </li></ul>
  27. 27. Enhanced Mobile Devices Source: Luth Research Survey June 2009; Comscore June 2009 Text or Internet Enabled Text and Internet Enabled Text Only
  28. 28. Mobile Media Usage Source: The Nielsen Company Penetration by Age
  29. 29. Mobile Tactics Source: Forrester – US interactive Marketing Forecast What mobile marketing tactics do you expect to use in the next 12 months?
  30. 30. Integration Brand Development Knowledge Mobile Marketing Acquisition Innovation Communication Customer Service Promotion Internet Direct Mail Social Media E-mail What’s Next? Retail Broadcast
  31. 31. Merci [email_address]