The Direct Marketing Association of the United States holds one of the largest marketing conferences in the nation, offering over 150 sessions and workshops combined with a multitude of services from over 400 exhibitors. Prospective attendees often found it challenging to sift through the content and offerings to justify attending the conference, which can cost upwards of $2,000 per individual.
Magjak’s solution was to produce a personalized, multichannel marketing campaign containing suggested, highly relevant session recommendations and unique offers per individual. For historical attendees, Magjak created personalized URLs with such information. For prospects, Magjak pointed each individual to what it termed DMA Advisor, a custom-built matching application that connected the prospects survey responses to sessions and events at the DMA annual conference, followed up with personalized, triggered e-mail. Each visit to DMA Advisor was tracked in Magjak’s lead retrieval software and sent to the DMA for lead follow-up.
The DMA Advisor application proved to be a valuable resource in helping prospects plan and justify their show attendance and generated over $100,000 in attendance revenue for the Direct Marketing Association.