What You’ll Learn about Strategy at NEDMA ‘06

April 12th, 2006

For the fourth and final preview of the different educational tracks you’ll have to choose from at NEDMA ‘06, Alexandra MacAaron checks in once again as our guest blogger of the week.

Alex, of course, is Creative Director and Queen B of Plan B Communications, a past president of NEDMA (’03-’04) and the association’s current Director of Communications. Along with Donna Baier Stein, she is also the co-author of the book, The New Marketing Conversation.

So tell us about the Strategy Track, Alex…

Does it ever occur to you that we work in a really superficial business? Advertising is everywhere. And, advertising creative can work its way into our culture’s collective subconscious. Think of “Just Do It,” “Can You Hear Me Now?” or “Where’s the Beef?” (uh-oh, now I’m dating myself).

But, I’d argue that those memorable creative slogans are only the tip of the iceberg. Below the surface is research, information, insight, time, talent. In short, it’s the Strategy. The Strategy may not be as succinct – or sexy – as the creative. But, it’s creative’s foundation – so it had better be strong.

And that’s especially true for those of us in direct marketing.

If you believe in the importance of strategy, you’ll want to join me at NEDMA ‘06, where an entire track is being dedicated just to Strategy.

The Strategy Track starts off with “Defying the Odds: When Breaking the Rules in Affinity Direct Marketing can Make Dollars and Sense.” Hear how a mature product, a saturated market, and an against-the-rules strategy added up to a very successful case study. The session leaders are Leslie Franklin, Director of Marketing for Great-West Life & Annuity Insurance Company, and Diane Dvorak, Account Supervisor for Wilde Direct.

After lunch, the Strategy Track will continue with Hill Holliday’s Mark Mylan presenting his “Marketing Toolkit to Jumpstart Your Direct Marketing Program.” Mark, one of NEDMA’s most popular speakers, will explain how to combine media, creative, testing and all the other tools of marketing development into one killer strategy.

And in the final session of the Strategy Track, Brian Gramer, CEO and Founder of Vtrenz, will help you “Maximize your Results with Rules-Based Marketing.” He describes the process as “cost-effective” and “guaranteed to get results.” Sounds like just what the doctor ordered.

So whether you’re looking for new tools, new rules – or new ways to break the rules – it sounds like it would be a strategic-level mistake to miss NEDMA’s Strategy Track.

“Where’s the beef?” You can tell Clara Peller (remember???) that there will be plenty of meat at NEDMA ‘06, It’s a Brave New World, the New England Direct Marketing Association’s Conference and Exposition.

One more time, we would just like to express our gratitude to Alexandra MacAaron for contributing to this blog in her own inimitable way not just once, but with four different posts. Thanks again, Alex, for all your time and talent.  For our next guest blogger, you’ll be a tough act to follow. 

Entry Filed under: Speakers, Speakers' Books