Direct Mail
- How important are mailing lists for direct mail?
- Where do I find a mailing list for rent & how much do they cost?
- What is a good offer in direct mail?
- How can we maximize the creative impact of a direct mail package?
- Are there any direct mail formats that consistently perform better than the others?
- What's the difference between a "control" and a "test" package? What are the best things to test?
- What is considered a good response rate for direct mail?
- What is ROI and how do I calculate it?
- How do I calculate BEP?
- Describe the importance of keeping your marketing database clean & up to date.
- What implications does Canada Post have on direct marketing campaigns?
- Personalization is key to communicating to your customer in direct mail - what are the advances to date in this technology?
- Is it true that a follow-up mailing (1 week to 10 days) to a direct mail campaign to existing customers will increase the overall response?
Direct Response Television
- How is DRTV being used by companies today?
- Does DRTV compete or undermine my brand work?
- How long is a DRTV commercial?
- How is DRTV purchased?
General
- How can direct marketing play a role in meeting my business objectives?
- How does direct marketing relate to other advertising media?
- I'm concerned about privacy, its implications on my customer & my brand.
E-marketing
- Do you see 'search' as direct marketing?
- How effective is search marketing?
- Which businesses will prevail in search engine marketing (SEM)?
- What are the top e-mail 'best practices'?
- How can an e-mail marketing campaign be measured for results?
Loyalty & Retention
- What are the top 3 – 4 drivers of customer loyalty and retention?
- What are some of the key do’s and don’ts around building customer loyalty and retention?
- What are your on-going business challenges for your industry on cultivating customer loyalty & retention?
- What key things would you recommend a company include when developing and implementing a strategy for customer loyalty?
Marketing Technology and Database Intelligence
- What are the biggest challenges that you see in analytics today?
- What is the biggest opportunity in terms of analytics?
- How should organizations be structured to facilitate dialogue between marketing and analytics. Should they be separate or merged in one department?
- What are the steps you can take to impose a more rigorous discipline towards analytics?
- How is the role of analytics evolving within some of the more traditional media such as advertising/TV as well as some of the newer media such as cellphones?
- How do you see campaign management fitting into the area of analytics?
- What are the new frontiers or real cutting edge areas of data analytics that should be explored more from a data mining research standpoint and do you need to hire people with special skill sets to make this form of integration successful?
- How do you keep analysts from getting caught-up into the day to day tactical queries that prevent them from focusing their time on more complex, strategic analytic projects?
Online Retail
- Is your retail website an extension of your physical store or a subset of the physical store?
- What are the biggest obstacles facing Canadian retailers once they go online?
- What do you consider the Key performance indicators for measuring the success of an e-Commerce website?
- What type of offline support do you believe should be in place to help companies succeed in online retailing?
- Which marketing concepts make a difference for an online retailer’s success?
- What steps have you taken to facilitate the growth of e-Commerce in your company? And what are your recommendations to those just beginning to take their company online?
