The latest from DTC Perspectives

Doing More With Less

Innovative marketers address the challenge head on. Find out first hand what you can do at the 2008 DTC National Conference.

Slowing new-product pipelines, downward pricing pressures, heightened competition, and increasing demands for marketing accountability all mean DTC marketers will need to deliver better results with fewer resources moving forward. Industry experts will convene at the DTC National Conference to address this challenge.

Hear from Experts on How to Successfully Do More With Less:
Debate Panel: Are You Wasting 20% of Your Media Budget?
DTC Marketers have been sharply criticized for not reallocating a greater portion of their budgets – approximately 20% – to new media. A moderated point-counter-point discussion will illuminate the keys issues and decision making criteria for determining a brands media mix, and considerations for the future and gin up opportunities for yielding efficiency.
Expert panelists include:    

• Paul Silverman, Director of Media Services, Novartis
• Mike Bloxham, Director Insight & Research Center, Ball State University
• Peter Knobloch, CEO, RJ Palmer     
• Bob Brooks, former Director Integrated Marketing & Media Solutions, GlaxoSmithKline 
• David Hallerman, Senior Analyst Online Advertising, eMarketer   
• Mark Bard, President, Manhattan Research

Greg Stuart, Co-Author of What Sticks: Why Most Advertising Fails and How to Make Sure Yours Succeeds; former CEO IAB, will address:
Marketing's Inconvenient Truth - Research on $1B in Ad Spend Demonstrates Major Ad Failure Rate
Advertising insider Greg Stuart, via research on one billion dollars in ad spending, has discovered that the fundamentals and foundation of advertising are deeply flawed and failing. There are lots of reasons why this happens but most important, what can you do about it? This session will outline what marketers can do starting tomorrow to address the incredibly high rate of failure found in 30 ad campaigns from AstraZeneca, Ford, P&G, Kraft, ING and two dozen others. Learn how to address these crucial issues in your advertising plans to insure they succeed, otherwise advertising now or in the future, on TV or the Internet or Mobile, will continue to fail.

A Market Research Symposium: Leading market researchers will unveil key findings from their most recent studies, including:

• The End of TV As We Know It &What To Do About It?

                   JP Beauchamp, SVP Testing and Media Sources, IRI

• Achieving Motivating Messages: The Power of Numbers

                   Wes Michael, Executive VP, TNS HealthCare

• Latest ROI Findings: By Category and By Medium

                   David Gascoigne, Vice President, Global Promotion Management, IMS Health     

• New Advertising Formats to Engage Viewers

                   Fariba Zamaniyan, SVP, Healthcare, IAG Research

Additionally, a pre-conference workshop is dedicated to the topic: How to Improve Your Media Plan Efficiency And Stretch Your Dollar By 10% Tomorrow
Expert participants include: 

• Tricia Cekoric, SVP Communications Planning, RJ Palmer 
• Deborah Dick-Rath, former Executive Director, Consumer COE, Novartis 
• Peter Knobloch, CEO, RJ Palmer 
• Jim Vail, President, RJ Palmer

Topics to be addressed in depth include:

• Innovative use of traditional media
• Advanced targeting – Beyond the numbers
• Creating the plan – Minimizing waste!
• Buying and negotiation – Knowledge, timing and metrics
• Internet – The most measurable medium

 

Other Highlights of the DTC National Include:

• Thriving Within the System - How can you plan for & succeed in the more vigilant and cautious regulatory climate?
• Brand Experience/Creative Innovations – How to create DTC campaigns that break through the clutter while being responsible
• What is the Future of the DTC Media Mix - How to integrate emerging and mainstream media platforms for a more powerful mix

Everyone may register by visiting www.dtcperspectives.com, under the Conference menu; or by calling the DTC Perspectives office at (973) 377-2106.

About The DTC National Conference

The DTC National Conference is designed to provide DTC marketers with an opportunity to learn from industry thought leaders and discuss the latest innovations in direct-to-consumer marketing. Over 3 days, attendees will benefit from case studies, new market research, media & marketing gurus and networking opportunities. The DTC National also includes the DTC National Advertising Awards and the Top 25 DTC Marketers of the Year Award.

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For additional information, or to register for the DTC National Conference, please call the DTC Perspectives office at (973) 377-2106 or visit the DTC National Conference website.