Marketing in a Downturn - 22nd January 2009
* Monetise your Data
* Privacy & Data Protection 2009, Dublin, 18/2/2009
* Marketing in a Downturn 22/01/2009

Marketing budgets are under more pressure
than ever as companies everywhere try to
conserve cash. But you still have the task of
generating new leads, new opportunities and
new sales. This week we take a closer look at
how you can do this.

In January & February we have two great and
essential
seminars for you - Marketing in a Downturn,
in association with Database Marketing
Magazine and Data Privacy 2009 from
Transatlantic Events.

So read on. 2009 is going to be tough and
we'll be working hard to bring you
information that will help you succeed.

James Pearson - Editor

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Monetise your Data

The single most valuable thing any company
has is its customers. And if you have a
database of those customers then it is
especially valuable today. Why?

In a recession your customers are more likely
than ever to be liable to poaching from
competitors - making it more important than
ever to defend your customer base. Being able
to directly communicate with your customers
is the single most effective way of defending
it. Which means your customer data has a
significant value - much more so than in more
clement times.

So how do you put your data to work? It is
not as simple as just sending out some emails
or Direct Mail - that way leads to massive
waste. No, the first thing to do is to use
the data you have to identify the customers
you most want to keep - your Most Valuable
Customers (MVCs). These are the ones that you
have to protect at all costs. And this is
where monetising your data starts - how much
would it cost to attract and replace a MVC
who "defects"? In a recession there is a risk
that you could lose 50% of your customers to
competition. THAT is the true value of your data.

Profit from your data

But there is another way to monetise your
data - and that is to use it as a revenue
source. There will be many companies who
would like to have access to your customers
who do not compete directly with you. By
working with those companies you can a) gain
some useful revenue and b) re-inforce your
relationship with your customers because they
now see you as a provider of other products
or services. There are many companies who
will not have databases of their customers
and they will have to rely on those who do if
they are to survive the next 12 months.

How much is my data worth?
MI have
developed a number of highly sophisticated
tools that enable us to tell you what your
data could be worth to you - and to other
people. If you want to find our more, then
email tim.beadle@mieurope.eu.

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Privacy & Data Protection 2009, Dublin, 18/2/2009

Jack Straw has recently said that he intends
to make data breaches a criminal offence. PA
Consulting, among others, has found that
breaking Data Privacy law can have ruinous
consequences. And in turbulent times
consumers are ever more cautious about who
they trust with their personal data.

This event will ensure you keep ahead of the
rapidly changing data privacy environment.
This conference, taking place at the Law
Society in Dublin is your opportunity to

Two Days
The conference runs over
two days - the Agenda on Day 1 is designed
for the Data Privacy professional, Day 2,
however is designed for the needs of
marketing professionals. During the day there
are keynote presentations on Data Protection
and Marketing Strategies; Permission-based
marketing and Web 2.0 and Data Privacy.

Superb Speakers
There is a
fantastic line-up of speakers and with a
delegate fee of just 400 Euros it represents
great value for money.

Find out more about Privacy & Data Protection '09

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Marketing in a Downturn 22/01/2009

AGENDA
This
one-day conference from Database Marketing
magazine and Marketing Improvement is for
marketers who want to make a difference.

The best companies don't cut marketing spend
in a downturn, they do the opposite. They
know that even the toughest market conditions
still provide plenty of opportunity. This
event will help you identify how to do three
things: ensure you protect your marketing
budget, deliver results when customers are
slowing their buying and take advantage of
your competitors' difficulties.

This is a high level strategic seminar for
Marketing Managers & Directors, CRM Managers
and Directors, Direct Marketing Managers and
other senior marketing managers.

This event brings together some of the
leading practitioners from the Direct
Marketing industry. Their combined experience
and expertise gives you unrivalled access to
valuable insights that will ensure your
marketing activities deliver the results you
need. During the presentations you will hear
real-world examples from leading companies
that are putting the theory into practice -
and winning!

PRESENTATION TOPICS

8.30 Registration

9.00 Welcome

9.15 - Who thrives and who dies in a recession?

Recessions don't uniformly affect people or
businesses. This session shows you who the
winners - and losers will be so you can focus
your budgets where the business will be

9.45 - Segmentation and targeting
strategies

Behaviours change in a recession, traditional
segmentations work less well or break down
completely. How can you spot this BEFORE it
happens? Which targeting strategies will be
the most cost-effective?

10-15 - Managing credit risk

How do you avoid selling to people who can't
afford to pay? Make no mistake, controlling
the credit risk becomes a significant part of
the marketers job in a recession

10.45 - Coffee

11.15 - Behavioural Marketing

Most marketing focuses on attitudinal
marketing - but attitudes change in a
recession and quickly. You need to be able to
market based on behaviour. This session looks
at how you can get the behavioural data you
need

11.45 - Monetising your Database

You need to put a value on your customer data
to justify investment. How much is it worth
and how do you prove it?

12.15 CRM vs. SCV

Customer Relationship Management or Single
Customer View - which is the right approach
in a tight market? We evaluate the arguments
for and against each.

12.45 - Q&A

13.00 Lunch

14.00 - 4.00pm Workshop

The optional afternoon workshop is your
opportunity to drill down into specific areas
of interest and learn how to implement the
learnings from the morning into your own
organisation. Led by two senior specialists
from Marketing Improvement, spaces on the
workshop are strictly limited so book early!

REGISTER NOW
The fee per delegate
is just £249 plus VAT, for those booking on
or before Friday 5th December 2008. To book,
or to find out more, please click on the link
below or call Cara Thomson at Database
Marketing Magazine on 0141 222 5381 or email
cthomson@55north.com

Click here for more information