Great Recession Marketing: A Common Sense Approach to Direct Marketing in the Worst of Times

Many marketers see the "Great Recession" as a time to hunker down, pull back, and put innovative plans on hold. But others are making the most of what they have and taking their direct marketing to new heights. Now get ready to get pumped up and move forward – confidently, skillfully, and successfully.

Our speaker Robert Rosenthal will discuss:

• How to keep things in perspective and keep your cool
• Defending marketing to avoid (or reverse) counterproductive cuts
• Identifying what's unlikely to work in today's economy before pouring good money into a doomed effort
• Finding opportunities in crisis (yep, they really do exist!)
• Shifting major elements of your direct marketing program – including messaging, offers, and media – to maximize current upside potential
• Making the most of your marketing database
• Where it actually pays to cut spending
• What you MUST do to make your recessionary marketing effort a success
• Cheap stuff – including Web 2.0 media – that could make a lasting difference

PLUS – you'll see interesting ads from the Great Depression and today's Great Recession. Program attendees will help each other during this unique event, so bring your most pressing questions.

About our session leader:
Robert Rosenthal, Founder, Mothers of Invention

Robert Rosenthal has lived and worked through the early 90s recession, the dotcom implosion, the post 9-11 period, the run-up to Gulf War II, and every economic cycle in between. He's founder of the Mothers of Invention direct marketing agency, author of the "Freaking Marketing" blog, and creator of the "What I Saw at the Direct Marketing Revolution" social networking group, the largest direct marketing group on Facebook, with almost 2,000 members.

Prior to launching Mothers of Invention, Robert worked at agencies in Boston and New York, including BBDO Direct. Robert and his team have created direct marketing programs for Analog Devices, BJ's Wholesale Club, Citigroup, Cognos, Fidelity Investments, Forrester, Gartner, Harvard, Iron Mountain, MIT, Monster, Progress, RSA, and more than 100 other clients. The agency has run thousands of tests and developed dozens of record-breaking direct marketing campaigns. Its people and campaigns have been covered in Advertising Age, Adweek, BtoB, ClickZ, Direct, DM News, Marketing Sherpa, Target Marketing, The New York Times, and other publications.

A popular speaker, Robert has addressed the American Marketing Association, the Direct Marketing Association, the New England Direct Marketing Association, and other professional and student audiences. He's also provided marketing commentary for ABC and PBS television.