Becoming the Illusionist: The Magic of Using "Brand" to Drive Response without Results Disappearing in the Process

Becoming the Illusionist:
The Magic of Using "Brand" to Drive Response without Results Disappearing in the Process

All marketers can recite the official CMO mantra by heart:

"Integrate all campaigns! Speak with one voice! Deliver a Brand-consistent message across all channels!"

But sometimes, the elements of the Brand can actually hurt the performance of your Direct program; unless you know how to manipulate the tricks of the trade in your favor.

Attend this information-packed Webcast to get the answers.
This single hour is your ticket to understanding what to do if you see demand generation suffering because of "the Brand."

Learn how the drivers of Brand positioning differ dramatically from the drivers of Direct
See examples of how to adopt your Brand standards across each Direct channel to optimize results to meet the "speak with one voice" CMO command

See powerful examples to learn how it's done.
Find out how Brand/response relevancy marketing for Staples and Heritage Fund resulted in lower customer-acquisition costs, increased sales and higher gross profit--plus provided a positive Brand experience for their customers.

A special guest speaker will show you how relevancy marketing campaigns help drive positive Brand and response results for Xerox 1:1 in both B2B and B2C applications.

You'll also learn...

How to leverage the Brand investments to generate peak performance for your Direct campaigns
Where to deploy Brand advertising graphics and Brand messaging to help make your Direct communications and the offers they are promoting more credible, valuable, exclusive, and desirable
How to use 1:1 relevancy marketing to drive response, support the Brand, and have your Brand come alive
The seven guidelines of Direct that must never be broken when running integrated campaigns, and the results that happen when you do this job right
Before-and-after examples of Brand-integrated response campaign make-overs that will quickly show you how to avoid campaign disaster while making your CMO smile

Live Webinar
Tuesday
June 12, 2007
2:00 PM ET | 11:00 AM PT

Russell Kern
Founder and CEO
The Kern Organization
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Toni Schottenhammer
Direct Marketing Segment Manager, Graphic Arts
Xerox Corporation
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Ray Schultz
Editorial Director
Marketing and Media Strategies Group
Penton Media
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Copyright 2007, Penton Media. All rights reserved. This article is protected by United States copyright and other intellectual property laws and may not be reproduced, rewritten, distributed, re-disseminated, transmitted, displayed, published or broadcast, directly or indirectly, in any medium without the prior written permission of Penton Media.




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