Case Study: The Direct Marketing Association achieves 400+ attendee leads and registrations with Bizo Audience Marketing

The DMA Taps Bizo Audience Marketing to Achieve Conference Goals

The Direct Marketing Association (DMA), a leading global trade association for multichannel marketers, faced an ambitious goal to boost attendance at its DMA2010 Conference in San Francisco. With a target audience of marketing professionals and executives across the U.S. and a need to maximize a limited budget, the DMA needed an efficient, integrated campaign to drive registrations.

DMA ran a multi-channel program—email, direct mail, paid search, social and site optimization—anchored by a four-month Bizo targeted display campaign that prioritized national reach, creative testing, retargeting and late-stage local targeting near the venue. The campaign achieved broad exposure (85% share-of-voice among tracked marketers), with retargeting generating over 75% of conversions; it directly produced over 100 registrations from banner clicks and supported nearly 400 attendee leads/registrations overall.

Direct Marketing Association