DM Thailand 2006 returns for the fifth consecutive year with a full two-day conference featuring leading Direct Marketing gurus from Asia-Pacific. Don’t miss this great once-a-year opportunity to network and learn about latest in DM know-how from nearly two-dozen local and overseas speakers and panelists. With an exhibition of nearly 30 DM products and services, a Thai-track two-day conference plus DM Awards Gala evening, DM Thailand 2006 is something you can’t miss if you have anything to do with direct marketing.
For more information and registration, please contac PCP ASIA, call 02 938 1800 or Fax 02 938 1877 Email: ramesh@pcp-asia.com
Speakers and Sessions
8:00 Registration
9:00 Welcome Address by TDMA Chairman
9: 15 Special Address by Guest of Honour
Exhibtion visit, tea and networking
10:00 Keynote Speech
To infinity and beyond - a journey to where no direct marketer has gone before...but all will be going soon by Malcolm Auld, Malcolm Auld Direct, Sydney.
If you work in marketing or an advertising agency you're about to change what you think is possible when creating personalised communications. Malcolm will describe the new technologies that will allow you to creatively personalise anything from mail, postcards, brochures, envelopes, posters, stockers and banners to e-mail, SMS and websites – all using variable data.
You can link customers to their own personal website, where the content is designed using the data you hold about each customer – so it is uniquely personalised according to your relationship with them.
At the heart of this quiet revolution is digital printing technology and the new term Variable Data Publishing – which will soon be part of marketing vernacular.
This presentation is packed with samples and case studies to demonstrate how your organisation can utilise these new technologies. It will change what you think is possible with personalised communications and reveals why relevance is more important than creativity .
Malcolm Auld is a marketing manager, author, publisher and principal of his own agency Malcolm Auld Direct – known as MAD. He is also Principal of The Marketing Campus - a specialist marketing education company - and BuzzMail , Australia 's first specialist e-mail marketing consultancy.
And he's run a few multi-national advertising agencies including Ogilvy & Mather Direct, EuroRSCG Partnership and J. Walter Thompson, in a career spanning nearly 30 years.
He is author of one of Australia's largest selling marketing texts – Direct Marketing Made Easy as well as E-mail Marketing Made Easy , the world's first non-American book on the topic. And he has written a number of white papers and booklets including “ They laughed as I sat down at my keyboard…but when I began to e-mail ” and " The Direct Mail Renaissance " and " The Little Book of Marketing Truths ".
Malcolm is a regular contributor to business publications and industry training programmes. He is one of Australia 's most popular marketing educators and has trained executives in 15 countries.
11: 00 E-mail communications
Driving the ROI of your customer relationships: Email as part of the marketing mix by Dominic E. Powers, MD - Asia Pacific, Epsilon Interactive, Hong Kong
Dominic's presentation will cover the following:
• The changing face of DM
• The evolution of email marketing – where are we now?
• Email marketing best practices
• Frequency, recency and relevancy – the keys to ROI
• Privacy and Permission – managing your corporate risks
• The good and the bad – case studies from Asia .
• The future of email…
Dominic Powers is the Managing Director, Asia Pacific, for Epsilon Interactive (formerly DoubleClick Email Solutions), the leading provider of strategic, ROI-focused email communications solutions and marketing automation technologies.
Based in Hong Kong, Dominic is responsible for leading the day-to-day operations of the business throughout the region, including offices in China , Singapore and Australia . He joined DoubleClick in November 2002 as Regional Director of Sales, responsible for new business generation across the region.
From 1999 to 2002 he was a member of the senior management team of Chinadotcom's Mezzo Marketing. His responsibilities included strategic development and implementation of the email marketing and data business throughout Asia , as well as the research of regional privacy legislation and its impact on marketing methodologies and technologies.
Prior to Chinadotcom Corporation, Dominic was with The Economist Group in Hong Kong . In the early 90s he worked in publishing and event management, developing industrial road shows for the governments of emerging markets.
A graduate of Modern Chinese from the University of Leeds in the UK , and Tianjin Normal University in the People's Republic of China , he has spent the last 13 years in various locations in the Asia Pacific region. He is currently a Board Member of the Hong Kong Direct Marketing Association (HKDMA) and the Asia Digital Marketing Association (ADMA) and a regular presenter and commentator on email marketing and privacy issues throughout Asia.
12:00 Lunch and networking
1:30 Research – based CRM
Loyalty Practise by Steven Britton, Managing Director, and Chaturon Yindeeyom , Project Director Synovate (Thailand )
This research-based presentation will discuss how it takes a leading edge analytical modelled approach to customer loyalty by taking into account the irrational perceptual and emotive base of customer decisions. Something that is more than often forgotten about in mainstream customer loyalty research.
The presentation will cover the following with case studies conducted by the research company for its major clients:
- Why "Customer Satisfaction" is not enough?
- What is the difference between loyalty and traditional satisfaction?
- What factors do influence customer loyalty?
- How to build up long term relationship with clients?
- Relevant case studies .
Steven Britton, MD, Synovate Thailand
Steven began his career with AMI (now Synovate) in Thailand in 1994 and has a broad base of research experience in both qualitative and quantitative research. His research specialisms encompass various areas including Concept, Advertising, Product Testing, Brand Positioning, Brand Equity, Simulated Test Market and Pricing / Trade-off analysis in various industries such as FMCG, Alcohol, Cigarettes, Petrochemicals, Consumer Finance & Banking, Heavy & Light Industries, Agriculture and Healthcare
Chaturon Yindeeyom , Project Director, Synovate Thailand
Chaturon began his career after graduated with Sakura Bank Thailand 5 years ago. Later, he joined CSN & Associates, a leading local marketing research agency, for 13 months as a Research Manager in year 2002 before joined Synovate (AMI) in 2003.
Chaturon has a broad base of research experience that focus on consumer research including Concept and Product evaluation, Brand Image in different areas such as FMCG, Food & Beverages, Credit cards, Telecommunication
2:30 Creative DM
Pushing the Envelope by Tan Kien Eng, President/Executive Creative Director, ARC Worldwide Malaysia
Get a first hand story on what it takes to produce some of the best Direct Marketing creative work. You will be exposed to a wide variety of work especially in the form of mailers plus some direct response ambient and mobile communications. See examples of how low budget and tight deadlines can sometimes help push creativity.
Kien is acknowledged as Malaysia's leading direct marketing creative. He has worked on brands ranging from airlines to telecommunications. Kien has won over 100 major awards such as the Gold Cannes Lion, Grand and Gold New York Festivals, Gold Caples International Awards, four out of six ‘Best of Shows' at the Malaysian Direct Marketing Award, AdFest, Asian Direct Marketing Awards, the Echo International awards, and more.
His judging experience includes the Echo International New York and Echo International Regional Melbourne, AdFest Chairman of Judging panel for Direct Marketing, Chairman of judging panel for Greater China at Hong Kong Direct Marketing Association, Malaysia Direct Marketing Association and Asian Direct Marketing Association.
As President and Executive Creative Director, he oversees all people, creative and business development for Arc Worldwide.
Prior to Arc, Kien was the Regional Creative Director and Creative Council member of OgilvyOne Worldwide. He also served as a Board of Director for Ogilvy Malaysia.
A founding member of the Malaysian Graphic Design Association, committee of Direct Marketing Association Malaysia and Country Chairperson for John Caples International Awards representing Malaysia and Singapore. A speaker at various Direct Marketing and Branding seminars in Malaysia, Singapore and Thailand, Kien has also contributed articles in press and industry related magazines.
3:30 Tea break and networking
4:00 Digital GM - PA NEL DISCUSSION
On-line Direct Marketing, from database marketing to digital campaigning, has become an an integrated part of marketing campaign today. An in-depth discussion on how the information technology that drives digital DM is moving fast. How are DM practitioners deploying on-line tools such as the newly emerging techno-trends from social networking web to Google-like customers' data mining to WIFI? How to get started with your digital marketing?
Chair : Kent Wertime, President, OgilvyOne Asia Pacific, Bangkok
Panelists : Malcolm Auld , Malcolm Auld Direct, Sydney.
Dominic Powers , MD, Asia Pacific, Epsilon Interactive, Hong Kong
Kanokporn Nitheranont , MD, OgilveOne Thailand
June Stevens, MD, POV Media
Uraiporn Cholsirirungskul, MD, Thomas Idea, Bangkok
Kent began his advertising career in New York, where he was responsible for managing Pepsi-Cola International’s advertising and sponsorship activities.
He has spent the past 16 years living and working in Asia. During that time, he has held executive positions in Hong Kong, Bangkok, and Singapore. Currently, Kent is President of OgilvyOne Asia, responsible for 16 offices in 12 countries in the region.
Kent’s writings on communications, advertising, marketing, and the Internet have featured regularly in The Asian Wall Street Journal, Media, Asiaweek, China Daily, and Brand News.
Kent’s first book, Building Brands and Believers, was published in 2002.
Uraiporn (polly) Cholsirirungskul is a co-founder and managing director of Thomas Idea Co., Ltd., an “Online Strategy Specialist" and a renowned web design firm in Bangkok. Thomas Idea provides full-range services from strategic consultation in e-marketing, web technology, and user experience design, to the development of web application in Internet, extranet and intranet sites. With her experience in information technology, Thomas Idea’s consulting team has been offering integrated web solutions in addition to excel creative design to clients in broad industries. Through her innovative vision, Thomas Idea had been awarded as “IT Vendor of the Year” in ATCI IT Excellence Award, ASOCIO Symposium 2002.
Uraiporn has a master’s degree in Chemical Engineering from Texas A&I University, and a master’s degree in Industrial Engineering from Arizona State University. Throughout fifteen years of practices, her concentration has always been in information technology, database system, web application, Internet and especially in advertising technology. Besides her academic activities as guest lecturer and speaker, she has also participated in digital content and e-business technology development in Thailand.
5:30 Break
6:30 DM Awards Gala Cocktail
Day 2: (Wednesday, 2 August 2006)
9:00 Best Practices
“What about me”….let's not forget the consumer. by Rob Edwards Chief Executive Officer, Australian Direct Marketing Association, Sydney
In the business world, companies race to exploit the new technologies to gain a competitive edge and to improve their ROI on marketing expenditure. But what does this mean for the consumer, and do they want the enriching experience that is the Holy Grail for marketers. In this session, Rob will draw from his extensive international experience in dealing with complexity of balancing the needs of business with the rights of consumers, providing some valuable insights and guidance for marketers.
Rob Edwards' ten years as Chief Executive Officer of ADMA have coincided with the emergence of direct marketing communications as a dominant force in the advertising media mix. This period has also witnessed a dramatic change in the Association's position as a leader in self-regulation and consumer satisfaction in the era of one-to-one marketing.
During his time at the helm, ADMA's membership has trebled, to over 500 of Australia's leading corporations with membership comprising advertisers, suppliers and on-line marketers.
Rob spends over half of his time working with government and industry on complex public policy issues such as consumer data protection, telecommunications, new interactive technologies and fair trading, both within Australia and in the global forum.
In recent years Rob has worked with government in developing self regulatory codes in the areas of new technologies such as SMS, online advertising and more recently with the development of the Federal Governments' Anti Spam legislation. In recognition of Rob's work in this area he was elected to the role of President of the International Federation of Direct Marketing Associations (IFDMA) in 2001.
Prior to taking up his current position, Rob was Vice Chairman of the ADMA Board of Directors and Managing Director of Key Direct Response, a leading telemarketing and database bureau. His career includes executive management roles in companies such as Royal Doulton, O'Brien Glass and Pacific Aviation, a subsidiary of Ansett Transport Industries.
10:00 Tea and networking
10: 20 Case study
Go For Gold- Be A Direct Marketing Champion by Mark Manolas, Regional Director, Direct Marketing South Asia, Prudential, Hong Kong
Just like a champion Olympiad, consistently being the best of the best takes a lot.
Having the best people around to support you, the right mind set and commitment and the correct equipment, preparation, conditioning and measurement equates to elite performance.
The ingredients required to be a champion in direct marketing are no different.
Irrespective of whether your organization is at the embryonic stages of direct marketing activity or its been conducting it for quite some time, Mark presents on how to integrate the essential ingredients of top-flight direct marketing into your organization, so that your marketing, partner and financial value propositions can be exceeded. Mark will share with you his insight into DM championship from his experience in the insurance industry.
Mark has been working in the insurance direct marketing industry for over 15 years having been exposed to the Australian, Hong Kong, Singapore, Thailand, Malaysia, Taiwan, Vietnam and Indonesian markets. Mark currently works for Prudential Corporation Asia in the capacity of Director, Direct marketing South Asia previous to which he worked for ESG Direct (an insurance direct marketing consultancy) and AXA.
Mark's experience has led him to develop and execute many successful direct marketing campaigns predominantly using telemarketing as the means of distribution. Mark has developed campaigns of various sizes, both under insourced and outsourced models and has built and re-engineered call centres ranging from as small as 10 seats to as large as 300 seats.
Mark puts down his achievements to an intimate knowledge of fundamental call centre operating principles and cultures-ethos in the context of using direct marketing as the medium to distribute the right products to the right customers at the right time.
A fellow of the Australian sales and marketing industry, Mark has authored a publication on call centre sales management - The Salesbound Teamleader and has won a number of call centre industry awards.
11:20 Online CRM
Blogs and other New Media Tools in Relationship Marketing by Derek Brown, Chief Marketing Officer, Microsoft Thailand
Every day your customers are building relationship online that influence their brand and purchasing decisions. Do you know what your customers are saying about you online in these relationships and how you can enter into the dialog? Online communities, blogs, enthusiast web sites, discussion groups and more are changing the ways your customer forms opinions about you and your products. What are these, how do you find them and most importantly how do you harness the buzz before the buzz gets you?
Learn what's really happening - around the world and in Thailand in this fast breaking, fast changing new media and what companies are doing right and wrong in customer engagement strategies.
Derek Brown is Marketing Director of Microsoft (Thailand) Limited and is responsible for the full range of marketing communications, events and product management for the Thai subsidiary.
Prior to this Brown was Director of Worldwide Product Management for Windows Small Business Server overseeing product planning and marketing strategy on a worldwide basis. Windows Small Business Server 2003 is a complete, affordable, reliable solution packed with functionality and is easy to install, deploy and maintain. In this position Brown’s team conducted and analyzed primary research on small business operations and technology usage to develop better understanding of how technology infrastructure can positively impact the business operations and lives of small business owners. In addition his team was responsible for the development of the global marketing strategies and campaigns for the product.
Previously Brown was the Director of Marketing Communications for the Mobile Devices Division at Microsoft Corp. and oversaw marketing disciplines including advertising, branding, Internet marketing and public relations for the division’s global efforts. Brown was responsible for the brand development of the Pocket PC category of PDAs and Windows Mobile brand as well as being part of the broader Windows brand strategic council. Brown was also a Product Manager was responsible for non-traditional marketing efforts including evangelizing the Pocket PC to device enthusiasts and PDA user groups and has extensive experience in viral or community-based marketing.
Brown has been at Microsoft for over nine years.
12: 20 Lunch and networking
1: 30 Open Forum
Emerging Technologies discussion
Direct marketing is always at the forefront of communication technology. The ‘Emerging DM Tech' panel will showcase various new technologies that can be applied to precision-focused direct marketing. Covering RFID (Radio frequency identification), smartcard, database-data mining, web2.0, individualized printing, mobile applications and much more, the forum will help DM professionals make sense of the new digital convergence among various tech-based DM Media. How to exploit the opportunities for your own DM campaign?
Chair: Songpol Schanmartkit, Chairman of TDMA and CEO, TV Direct.
Panelists : John Charlesworth , Managing Director Mobile Solutions (Thailand);
Derek Brown, Chief Marketing Officer, Microsoft Thailand ;
Charles Han, Asst Managing Director, Teleinfo Media
John has spent the past 20 years working in Advertising and Direct Marketing in Asia . He has held senior creative and management positions with such well-known agencies as Leo Burnett, Ogilvy, McCann and Grey.
He is currently Managing Director of Mobile Solutions Thailand, which provides mobile phone based direct marketing services. Mobile Solutions flagship services are based on the delivery of standard barcodes to mobile phones via text messaging..
Charles Han has extensive experience in senior sales, marketing and management positions in the publishing, telecommunications and retail trading sectors. Throughout his career he has developed a reputation as a self-starting, results-driven, high achiever and has won many sales and performance awards.
His key strengths include excellent interpersonal, communication, problem solving and conceptual skills, and the ability to lead and motivate teams. His contributions in publishing include the launch of many new products and setting up of overseas ventures.
He has always been interested in the technology enabling new waves of media. His current portfolio as Marketing and Business Development of Teleinfo Media PLC allows him to maximize the use of a single database across the enterprise, implements the strategy of integrating ROI values across different platforms which includes several print products of which the best known is Thailand Yellow Pages, the internet, a call centre and operator assisted yellow pages service 1188, 1900 contents of diversified products and services. He is also serves as a director of Shinee.com, the leading Thai portal for downloads of ringtones etc.
His academic qualifications include a Masters Degree and an Honorary Doctorate. Charles advocates in Principle-driven Success Formula.
He serves in various capacities in the Professional, grassroots and church organisations. He is married to Irene and they have 2 boys; one in the army and another waiting to be called up.
2:30 Case study from Japan
The Power of Collectability by Hidehiko Tashiro, CEO and President of Digital Laboratory Inc, Tokyo
This presentation will guide you through how Direct mail, whether print or web- based, is the perfect vehicle for marketers. Tashiro will show, based on his own experience, how people are inherently collectors. The more advanced a country, the more citizens enjoy and engage in hobbies. Everyone has the experience to "get the last missing piece". there are no limitations what to collect. With examples and anecdotes, Tashiro will exhort you to get prepared. Make single minded offers; know what you are selling. Add personal touch and create promotions to re-ignite the passion. However, correct database segmentation & mining is the key to your success
Hidehiko Tashiro, frequently referred to as Japan's Direct Marketing "Guru", is currently the CEO and President of Tokyo-based Digital Laboratory Inc, with businesses covering web creation, music recording ( Indies artists and those belonging to major record companies such as Universal and BMG) and licensing business with keen interest in developing the content
business expanded into direct marketing. Before joining Digital Laboratory, Tashiro wasPresident and CEO of BMG Japan, one of the top four major worldwide music companies. He founded I.A. Inc in Japan, a leading direct response company in Japan, and established it in the U.S.A .He worked as Programme & Marketing Director of the Franklin Mint U.S.A and was in charge of program development for oriental products with marketing responsibility for all Asian countries. Previously, he was director of corporate planning and development at Jardine Matheson, Japan. He started his international career with Shiseido Cosmetics as a representative in their NY office where he was in charge of international marketing development looking after the South Asia region
3: 30 Tea break and networking
4:00 Panel discussion on Fundraising
Chair : James Thornton , Managing Director, Asia Response, Manila
Panelists :
With a background in international magazine publishing (he owned and launched ? Business Traveller Europe in 1976 and Business Traveller Asia/Pacific in 1982), James Thornton formed MLA (Mailing Lists Asia Ltd.) in 1984. This was the first international list brokerage in Asia aimed at the regional DM industry and at direct marketers mailing into and out of Asia. MLA now manages print, production and mailing campaigns (as well as list brokerage) out of Asia for international DM projects.
In 1984 (at the same time he launched MLA), James Thornton also founded Direct Response Holdings Ltd. which holds 50% and 100% equity positions in international DM projects covering Investment Newsletter publishing, Product Merchandising, Financial Reports, “Opportunity” and Travel sectors (including Bali.com and the Frequent Business Travellers Club).
James contributes to international DM publications and is a regular speaker at international direct marketing and postal conferences. He is on the Executive Committee of the Hong Kong Direct Marketing Association and is Editor of the industry newsletter “DM Diary”.
5:30 End of Day 2
For more information and registration, please contac PCP ASIA, call 02 938 1800 or Fax 02 938 1877 Email: ramesh@pcp-asia.com