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The Direct Marketing Association
Customer Case Study
The DMA Taps Bizo Audience Marketing
to Achieve Conference Goals
“Bizo’s ability to reach the exact audience
we care about and put our ads in front of
them early and often really proved a key
DMA’s campaign snapshot
•
Objectives: Drive conference registration
•
Target Business Demographics: Marketers & Executives across the U.S.
•
Results: Supported or directly drove 400+attendee leads and/or registrations
pillar to our strategy which worked out
extremely well this year.”
– Karina Pen̾a Garcia
Senior Director, Marketing,
The Direct Marketing Association
Getting marketers to the annual conference
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit
organizations using and supporting multichannel direct marketing tools and techniques. The DMA hosts numerous events, including
the largest annual gathering of cross-media/channel marketing professionals, DMA2010 Conference& Exhibition.
The DMA’s leadership team set the bar high for DMA2010, the DMA’s annual conference, which was set to take place in San
Francisco in October 2010, aiming for an aggressive increase in attendance versus the previous year. The Marketing team had
its work cut out to make every marketing dollar count to drive conference registration. DMA’s Senior Director of Marketing,
Karina Pen̾a Garcia reflected, “To hit our registration goals, we needed to deploy our marketing budget extremely efficiently
across media and through channel integration to reach our target audience, primarly marketing professionals across the U.S.”
Deploying the right marketing mix
The DMA Marketing team leveraged a range of marketing vehicles to make sure marketers, both marketing executives and
individual contributors, knew about the conference, raised their hand for more information, and ultimately opting to register.
Three core components of the marketing effort included:
•
Email Outreach – Also a strong performer, periodic emails were deployed to key in-house and rented constituents leading up
to the conference
•
Display Advertising– A four month-long targeted display campaign through Bizo was rolled-out to get the DMA’s message in
front of the DMA’s targeted attendees (i.e., marketers) early and often, wherever they travel across the business web
•
Direct Mail – Historically one of the strongest performing programs, a 56 page print catalog was mailed to rented lists and
priority segments of DMA’s in-house database based on activity, transaction history, and demographic data
Other programs put into play by the DMA team included paid search, social media, and website enhancements to drive conversions.
© 2011
Bizo,Bizo,
Inc. All
reserved
| www.bizo.com
| (866)
497-5505
| 565| Commercial
St., San
CA 94111
© 2010
Inc.rights
All rights
reserved
| www.bizo.com
| (866)
497-5505
565 Commercial
St., Francisco
San Francisco
CA 94111
Reaching the right audience through Bizo
To reach their registration goals, it was imperrative that the DMA marketing team cost-effectively create broad awareness of
their National Conference within the RIGHT target audience and prepare those prospective attendees to “buy” (i.e., register) by
continuing to educate them and keep the conference top-of-mind.Towards this end, the DMA turned to Bizo to support a
comprehensive targeted display campaign precisely targeting the following business demographic segments:
•
Marketing Professionals and Executives/C-Suite across the U.S.
•
Marketing Professionals and Executives/C-Suite on the West Coast
Campaign strategy and roll-out
The Bizo team deployed a range of strategies and optimization techniques to enable the DMA to reach its goal. The campaign
kicked-off in July 2010, targeted nationally, with a primary goal of feeding the top of the marketing funnel and getting the DMA
ad, message, and brand in front of marketers and executives. In the early days, the focus was saturating the DMA’s target
audience with the best performing ads and getting them to the DMA2010 site to set up retargeting. A variety of creative was
tested across the most common dimmensions.
In the early weeks, conversion activity (i.e., registrations) was limited but campaign data began to shine a bright light on what
was working and not working, enabling a range of optimizations -- and the DMA’s retargeting pool began to climb. By the
campaign’s mid-point, the DMA had already achieved 85% Share-of-Voice (SOV) of Marketing Professionals in the US. In
other words, 85% of all of the marketers that Bizo trackshad been served DMA’s ad atleast once.
In the later stages of the campaign, the strategy emphasized local targeting (e.g., localized creative and local DMA2010targeting) to fuel additional registrations from individuals within close proximity to the show’s venue in San Francisco.
Campaign results and reflections
In a campaign review session with Bizo following the conference, Karina observed, “Bizo’s ability to reach the exact audience
we care about and put our ads in front of them early and often really proved a key pillar to our strategy which worked out
extremely well this year. Overall, we far exceeded our lead generation goals,driving nearly 400 leads and conference
registrations, and we plan to build upon our learnings and expand the program next year.” The Bizo campaign drove the
following results:
•
Over 100 conference registrations converted after clicking on a DMA2010 banner ad
•
Nearly 400 conference registrants were exposed to a DMA banner ad and converted via another marketing vehicle
demonstrating that the display ad campaigncreated substantial lift across DMA’s other marketing activities
•
Early efforts to grow the retargeting pool paid off with retargeting driving over 75% of the campaigns conversions
About Bizo
Bizo is how marketers reach and engage business professionals, wherever they travel across the business Web. Hundreds of leading
brands including AMEX, Monster, Jaguar, Microsoft, and FedEx count on the Bizo Audience Marketing Platform provides to reach,
educate and influence their target business audiences online. For more information, visit www.bizo.comor call 1-866-497-5505.
2011Inc.
Bizo,All
Inc.
All rights
reserved
| www.bizo.com| |(866)
(866) 497-5505
497-5505 | |565
St.,St.,
SanSan
Francisco
CA 94111
© 2010©Bizo,
rights
reserved
| www.bizo.com
565Commercial
Commercial
Francisco
CA 94111