Tue, 06-Jan-2009
DIRECT MAIL IN A DOWNTURN: When every marketing dollar MUST deliver
| Topic: | DIRECT MAIL IN A DOWNTURN: When every marketing dollar MUST deliver | |
| Speaker: | Lisa Watson, Chairman, Direct Marketing Association of Singapore | |
| Date: | Tue, January 13, 2009 12:30PM to Tue, January 13, 2009 2:30PM | |
| Venue: | Swissotel The Stamford, Moor Room | |
| Sponsor: | DMrocket, a division of Singapore Post Ltd | |
| To register: | Click here |
The Issue
Singapore may be facing an economic downturn, but as a marketer you still have a job to do. Now, more than ever, you need to know the results for each and every one of your marketing efforts. This is very often why, during uncertain times, marketers turn to measurable tactics that show better ROI. Among such tactics is an increase in direct mail. But is simply investing more in direct mail enough to help pull your company through the slowdown? Where does direct mail fit in with the rest of your marketing strategy, and how can you make sure ever dollar is spent wisely? Most importantly, how can you make sure your direct mail campaign is as effective as possible?
Format
Fully catered sit-down lunch followed by an interactive presentation.
The Presentation
Various studies have shown that during a recession, overall advertising spend falls, but investment in direct mail actually increases. The logic behind this is that direct mail presents itself as a sound way for hard-hit businesses to boost their sales, both because it is a cost effective solution, and because it is more accurately measured than traditional advertising.
As a senior business and marketing professional with years of diverse experience under her belt, Lisa Watson, Chairman of the Direct Marketing Association of Singapore, will share her thoughts on how to conceptualize, manage, and execute an effective direct mail campaign, either as a stand alone project, or as one part of an integrated marketing effort.Learn first hand from Ms Watson’s years of experience in direct mail as she discusses:
- Strategy: The role of direct mail in an effective marketing campaign
- Segmentation: Reaching the right person through the right channel at the right time
- Science: Packaging your message for greatest impact
- Scorecard: Tracking and measuring results
- Summary: The checklist for success
Why Attend
Regardless of how hard your company has been hit, this Marketing Peer Briefing will show you how a direct mail campaign can work for you and the rest of your downturn marketing strategies.
About the speaker
In Asia since 1991, Lisa Watson is an expert business strategist, innovative thinker and marketing specialist with over 20 years of marketing agency and consulting experience. She founded Ibis Intelligence Services in 2001 to help clients improve their returns on marketing investment (ROMI) by developing their data, intelligence and marketing skills and strategies. Her advertising and CRM agency experience includes Leo Burnett, Young & Rubicam, Wunderman and OgilvyOne.
Ms Watson’s client experience spans industries and continents having worked with many companies including American Express, Apple, AT&T, BMW, Citibank, eBay, Hewlett-Packard, Mercedes Benz, Microsoft, Nestle, Oracle, Procter & Gamble, SingTel, Standard Chartered Bank, The Economist and Xerox.
Ms Watson is an active advocate of the Direct Marketing industry having served as Chairman of the Direct Marketing Association of Singapore since 2002 and was a member of the Advisory Board to the International Council of the U.S. Direct Marketing Association from 2004 to 2007. She is a frequent speaker at industry events on four continents as well as a contributor to trade publications around the world.
She graduated from Lawrence University with an honors degree in Mathematics.
About the sponsor
Marketing magazine is thankful for the generous support of DMrocket. DMrocket, a newly created division of SingPost, is Asia's hottest new specialist Direct Mail shop that offers everything from highly targeted lists, creative executions, printing and response handling right through to warehousing, letter-shopping and delivery. Whether you're new to Direct Mail or a seasoned professional, you can use DMrocket's comprehensive suite of services as a complete, one-stop-shop solution or as individual components to help boost your marketing communications activities.