On May 28-29 in Kiev there was held the Business Forum «Direct Marketing Days in Ukraine». Without excessive pathos the leading direct-marketing experts from 24 countries of the world were making business acquaintances, discussing existing trends and striking the keynote for new ones in a very efficient manner. Read about it in our reportage. The previous day
The day before the Business Forum its organizers organized the Welcome Party for guests already arrived. Haunters of the Forum and the new-comers gathered at this Party to show themselves and to meet others. The participants were exchanging visiting cards. Communicating and enjoying light jazz music. To make this party successful the sponsors of this Welcome Party provided this gathering with all necessary things for pleasant pastime. That very evening direct-marketing experts and persons concerned enjoyed themselves to the fullest extent.
Oleg Davidenko and Oksana Doroshenko, “Aries” Law Company (Ukraine) The first day
During the first day of the forum its participant had an opportunity to choose between the conferences «Direct Marketing: Tools and Technologies» and «Live Cases of Call-Center and CRM Solutions». The final of the contest “Direct Hit 2008” was a separate event.
Opening of the Business Forum «Direct Marketing Days in Ukraine-2008»
During the ceremony of the opening Oksana Malyarenko, «Galitskie Kontrakty», noted: «This Forum helps to make business easier, more interesting and more efficient. Using the newest technologies and ideas we are driving our work. We earn more money, we give more to our client. I’d like to wish all present here to get that very information, those contacts and emotions they came here for and I have come here for too.».
The Ceremony of the Forum opening. Oksana Makyarenko, «Galitskie Kontrakty» (Ukraine) is taking the floor.
«Direct Marketing Days» give us a unique opportunity to see all direct marketing tools in the light you have never seen them before. Due to this opportunity to open new horizons and to see new controversial issues the Forum constantly attracts increased attention of both regular visitors and potential reporters from different countries of the world.
One of the first reporters of the conference «Direct Marketing: Tools and Technologies» was charismatic Grigoriy Trusov, President of «Contact-Expert» Company (Russia). In his report «Efficient creative: How to increase the inflow of clients by means of direct mail?» Grigoriy accentuated the facts that informational cover of a product is more important than its essence. «The world, where the quality rules, exists no more. We ceased purchasing the product. We buy just covers», - the reporter noted. Live examples, interesting arguments and constant communication with the audience made Mr. Trusov’s report one of the most vivid reports of the Forum.
Grigoriy Trusov, «Contact-Expert» (Russia)
Panel discussions are that part of the Forum where all participants together find new, sometimes unexpected solutions for old problems. During one of these discussions on the first day of the Forum CRM strategies were discussed. The moderator of this discussion «CRM-strategy: Do all solutions win?» the main speaker was Lana Chubakha, the Head of Business Development Department. “Terrasoft” Company (Ukraine). The participants were speaking about the secrets of successful CRM-projects and requirements to suppliers of CRM-solutions. As a rule, opinions were different, but each participant of this discussion could (if he wanted) listen to the opponents’ opinion, and this meant – to make his own conclusions.
Lana Chubakha, Terrasoft Company (Ukraine) is taking the floor
The final of the contest “Direct Hit” has been the most vivid event of the Forum for six years. According to the rules of the Contest, irrespective of the number of works submitted, there are only 21 works in the final. But this year some projects had the insignificant difference in the points given by the Jury. Therefore, not to “throw out” really successful projects, the Jury made a decision to allow more projects than usual – twenty six works – to public presentation.
Presentation of contest works took time of all the day, May 28. The Jury participants didn’t leave the Hall of presentations. During small breaks, when the Forum participants were having the coffee-break, the Jury kept on working.
The voting of the Jury of “Direct Hit 2008” Contest
Announcement of the projects-prize holders of the Contest was the culmination of the Gala-Party, which was held on May 28. The presenter of the Gala-Party was charming Evgeniya Grabezhova. And if for the Jury and for the guest this Party was really enjoyable time, then the contest participants were a great deal nervous. As a result, each participant, who presented his project in the final, got an opportunity to defile on the red carpet greeted with the storm of applause of all presented participants. The members of the Jury got their minute of Glory too; they defiled and even danced on the red carpet of the Ceremony.
The Gala-Party and awarding of “Direct Hit 2008” Contest
So, this year the absolute winner of the contest was the Project «All Eurasia for You», submitted by «Hot Press» Agency (Russia). This project received a special prize «For the best low-cost campaign». The holder of the «Audience Choice Award» was the project “Happy New Drugs” developed by “Talan Proximity” Agency (Ukraine). All information about the winners in all other categories, as well as about the holders of special prizes of “Direct Hit” can be found here: http://www.dmdays.com.ua/rus/news/?action=show&id=715.
The International team of winners and the Jury members of “Direct Hit 2008” Contest The second day
One of the most interesting reports of the second day concerning law issues was the report «Search marketing for a business-manager», presented by George Aspland, eVision, LLC (USA).
In his report George showed the Internet as a powerful marketing tool. At that it was said not about the corporate web-or internet-shop. The reporter has demonstrated it from another brand new side showing that very thing all Internet users work with every day – i.e. search engines. Just for several minutes all participants saw that Google.com could both facilitate building the brand image and ruining it daily. But the main thing – the Forum participants were convinced that it was up to them to change all search engines into their allies. And it means that they are able to independently rule the process of building the image of the company in the Internet
George Aspland, eVision, LLC (USA)
The report «Development of the promotion campaign on the basis of brainstorming technologies» was also one of the brightest reports presented by the Russian forum participant Vadim Shiryaev, President of the Russian BTL Partnership. Traditional practices of idea searching and choice of better alternatives on real examples of Mr. Shiryaev gave new shades of their meaning. While the participants were thinking over one informational block, they were given another one, even more intriguing. Interesting examples and methods of idea generation by Shiryaev made this report a real emotional burst on the background of serious speeches of other speakers.
Vadim Shiryaev, President of the Russian BTL Partnership (Russia)
Can the market speak of talents? This question was the first sentence of the report of Ivetta Delikatnaya, TALENTari Project Leader (Ukraine). In her report «What knowledge is necessary for a freshman of marketing industry communications» Ivetta Delikatnaya touched an urgent issue for all industry concerning staff. What should a freshman of advertising market knoe and what knowledge should a usual manager have? According to Ms. Delikatnaya, a manager who doesn’t know English has no chances for success on the market of advertising. The level of personnel self-motivation is still low. Most of them still have no “inner drive”.
Ivetta Delikatnaya, TALENTari Project Leader (Ukraine)
While in the first hall the problems of all industry were being discussed, in the other halls there were also held hot topic discussions. Thus, the participants of the conference «Mail Order in Ukraine» were given an opportunity to communicate with the key persons of “Ukrpochta”. At the round table, which was held during the conference, the Deputy General Director for Marketing of the State Post Operator “Ukrpochta” Pyotr Antonovich Ruzhitskiy, the Head of PR and Advertising Department of the State Post Operator “Ukrpochta” Vasiliy Pavlovich Petelskiy and the Head of Marketing and Service Department Tatiana Vladimirovna Bludilina took part.
The Round Table with the State Post Operator «Ukrpochta»
The questions, which were not touched upon during the round table with the representatives if the Ukrainian post, were not neglected by the conference participants. All problematic spheres of cooperation with “Ukrpochta” were highlighted by the Vice President of the Ukrainian DM Association, Valentin Kalashnik. Lack of logistical centers, low quality of personnel work and inability of the Ukrainian post to quickly process the huge volumes of correspondence are just the part of problems the clients of the post face daily.
Martin Weseloh, Austrian Post (Austria), Valentin Kalashnik and Liliya Gorelaya, OS-Direct (Ukraine)
While in three halls of the Forum there were hot disputes, discussions of problems and sharing of ideas, in the lobby there ware unceasing business communication. It was facilitated by a comfortable rapport of “President-Hotel”. In particular – its sofas and numerous tables where it was so comfortable to have coffee-breaks and talk about future plans.
Aad Weening, Weening & Partners bvba (Belgium) andJuraj Šebo, Ïðåäñåäàòåëü Àññîöèàöèè Äèñòàíöèîííîé Òîðãîâëè Ñëîâàêèè (Ñëîâàêèÿ)
It is not a secret that many participants of «DM Days» come to Kiev every year to see colleagues and partners. Their schedule is very often organized from “plane’s ladder” to “plane’s ladder”. It’s quite natural that one of the Forum’s speakers, Valentin Pertsiya, called “DM Days” “the brightest event of the year in that category of events where real business deals are made”. Each year the number of such deals increases, as well as the number of the forum participants.
Viktoriya Roshchupkina
http://www.dmdays.com.ua/
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