Beyond the Basics: Multi Channel /Cross Media Marketing, Mailing List and Address Quality, presented by the New England Direct Marketing Association (NEDMA)

September 26, 2007 (PRLEAP.COM) Business News
Direct marketing experts Christine Erna and Mary Kay Galle of Vermillion, Inc. to share new approaches, strategies and trends in multi channel, cross marketing.

What: Join NEDMA to hear seminar leaders Christine Erna and Mary Kay Galle of Vermillion, Inc. present: “Beyond the Basics: Multichannel/Cross Media Marketing, Mailing List and Address Quality”. Both Erna and Galle will share new approaches, strategies and trends for managing relationships across multiple channels and also help to ensure that your mailings are reaching your target audience and that you are maximizing customer data.

Why: Across the divide - Multi channel/Cross Media marketing
Multi channel programs are springing up everywhere as marketers are finding great success with them. Learn the four key principals of successful multi channel campaigns, examples of how analytics improve marketing campaigns and specific steps on how to develop your own cross marketing programs
• Managing relationships across multi-channels to present a single customer view
• Why the four key principles – targeting, control, interaction, and continuity are crucial – Personal & RELEVANT
• Ideas on using marketing analytics to improve marketing and sales performance
• About important design considerations to use when developing core marketing analytic storing
• How an effective targeting engine can be leveraged across many sales and marketing programs, with the ability to dramatically increase efficiency and results
Are you reaching your target? - Mailing List and Address Quality Strategies for Data in today’s business
Correct addresses are critical for any mail campaign but with today’s competitive marketing atmosphere it’s more important than ever to ensure 100% accuracy. This portion of the seminar will focus on the importance of data and how to obtain it from customers, analyzing it as well as maximizing the data you have collected.
• The importance of being data literate in today’s marketing
• Strategic role of customer databases in planning and setting communication objectives
o How to obtain data from your customers using both online and offline methods
o How to analyze this data for better customer segmentation strategies
• Data strategy, data quality and organizational culture
• Using data from third party sources - Geo-demographic and lifestyle issues
• Find out how to use data to drive message and offer segmentation schemes that attract economic, strategic and user buyers into your sales funnel
• Learn to use data to scope your program deployment and determine the best channel mix (online, events, offline)

Where: Microsoft Seminar Facility (Waltham Weston Corporate Center), 201 Jones Road, Waltham, MA

When: Friday September 28, 9:00 a.m. – 12:30 p.m.

Contacts: For more information or to register, please contact Beth Drysdale at or call 781-237-1366.

Costs: NEDMA Members $89.00; Non-members $99.00 (Non-member payment is required in advance). After Tuesday, September 27th at noon and at the door: NEDMA Members: $119; Non-Members: $129.

About the Seminar Leaders:

Christine J. Erna
Executive Vice President of Mailing/Fulfillment Services, Vermillion, Inc.

A recognized expert in postal and direct mail operations, Christine Erna was an 18-year veteran with the US Postal Service as a mail piece design analyst. She is certified as “Mail-piece Quality Control Specialist” (MQCS), as well as “Address Quality Specialist” (AQS). A seasoned and well-respected presenter at industry conferences, Christine has presented for groups such as NEDMA, Boston Print Buyers, GraphCom and at other national forums.

Prior to joining Vermillion, she was Vice President of Sales & Marketing for Fulfillment, Print, and Mailing Solutions, Inc.

Mary Kay Galle
Cross-Media Marketing Specialist, Vermillion, Inc.

At Vermillion, printing, creative and marketing services have merged and a return on investment is key. Drawing on a dozen years of experience, Mary Kay Galle helps clients plan and implement cross media campaigns, automated web to print direct mail and more.

About NEDMA:
The New England Direct Marketing Association is a regional, professional association for all those interested in direct marketing. Membership is composed of leading area companies that use direct marketing, direct marketing agencies, independent professionals, educators, and students. NEDMA sponsors an extensive series of events, including monthly business/dinner meetings, half-day seminars, an annual conference and an awards program. For more information, go to:

NEDMA also serves the New England direct marketing community through the NEDMA Educational Foundation. In addition to providing educational opportunities (including direct marketing scholarships to promising, aspiring direct marketers), the Foundation oversees the NEDMA libraries.