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V International Conference "Direct Marketing. XXI Century" in 2005
The conference has proved that it is by right considered the biggest event of the year in Russian direct marketing. Participants from all regions of Russia, CIS countries and Western Europe have come together to share experience, find new solutions and discover opportunities for their businesses.
Among the speakers and guests of the conference have been prominent direct marketing experts from Russia, USA, Germany, France, Austria, Spain, Holland, Switzerland, Kazakhstan, Ukraine and other countries. During the two days the delegates have heard over 30 reports in two parallel sessions.
Dieter Weng, president of the German Direct Marketing Association (DDV), told about the modern trends in DM in Germany and the world and provided an insight into the Russian-German relations between the companies.
Nancy Harhut, vice-president and executive creative director of Hill Holiday, USA, made a presentation on “50 ways Your Creative Can Get Your Message Opened, Read and Responded To”.
The presentation was a great success with the audience, which, actually, we do not find surprising: in 2004 Nancy was chosen the direct-marketer of the year in New England.
Aymeric Gaugendau and Karolina Poludnievska, from Retail network division of La Poste, covered the subject “From Post Office Network to Retail Branding: A New Marketing Orientation”
Doctor Markus Pahler, director of strategic programs of the Swiss office of Kodak Versamark SA, sponsor of the thematic block “Technology”, spoke about the best practices in marketing communications with the customers on the basis of combining service, marketing and transactions.
The audience was impressed by the presentation of Doctor Jan Thieme, the leading German headhunter, founder and partner of TGMC, Hamburg, on the ever-important subject of finding a good direct-marketer, and, essentially, being one.
Fast development of the direct marketing sector in Russian and CIS, accumulation of positive experience, - all this determined the high level of presentations of the speakers from these countries.
The president of the Russian Direct Marketing Association, Mikhail Kapatsinsky, spoke about the impressive growth of the Russian market. According to him, the growth dynamics for the next year will keep the rate of over 50%. He emphasized that the major growth is observed in the sphere of financial, bank and insurance services, with the volume of direct mail from customers of these sectors reaching millions of mailings per month.
Most important characteristic of the market, however, according to Kapatsinsky, is its openness. Many companies are ready to publish their financial results, which allows for qualitative research of the market, and, eventually, proves the fact of the market being modern and civilized.
In relation to this, an important role in the development of direct marketing in Russia, belongs to the Ethical Code, which is at the moment being prepared by the Russian Direct Marketing Association. Its project was presented by one of the members of the Council of the association, Oleg Khajev.
The closing of the conference and the DM-awards ceremony turned out to be the most emotional event of the two days. Among the companies whose projects received recognition as best projects of the year, are the Ukrainian agency OS-Direct, Moscow company “Plastic Media” and the agency from Krasnoyarsk (Russia) “DM-Center”. Aleksander Gaikalov, executive director, DM-Agency “Connections”, was chosen the direct marketer of the year.
Participants, speakers and guests of the conference celebrated the success of the event at the gala-party in one of the best Moscow clubs, “Leningrad”. Those who have been there, will, we dare say, never forget the party.
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