dmachoice.org update at dma09
DESCRIPTION
This is an overview of the capabilities surrounding DMAchoice.org. This highlights the importance of self regulation and the ability of marketers to provide consumer choice and improve their carbon footprint while being economically more efficient.TRANSCRIPT
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Today’s Speakers
• Senny Boone
– SVP, Corporate and Social Responsibility
• Ken Ebeling
– SVP, Membership
• Neil O’Keefe
– VP, Multichannel Segments
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Self Regulation
• In every marketing channel, marketers must demonstrate a strong commitment to consumer choice and privacy
• Consumers expect ethical business practices and respect from marketers across all channels
• Effective self-regulation across all channels is key to consumer trust
• Data Privacy
• Telemarketing
• Online Behavioral Advertising
• Mobile Marketing
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Self Regulation
• DMA Advocates to keep all marketing channels open and economically viable
• DMA works in conjunction with FTC and other industry associations to promote responsible marketing practices
• Recent establishment of Online Behavioral Advertising principles is an example of self regulation which generates consumer trust– Transparency Principle: Clearer and more easily accessible
disclosures
– Consumer Control Principle: Provides consumers expanded ability to determine if data are collected and used for OBA purposes.
– Data Security Principle: Organizations to provide reasonable security for and limited retention of data.
– Material Changes Principle: Organizations to obtain consent for any material change to policies regarding OBA data collection and use
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Commitment to Consumer Choice
• CCC requirements are basic standards that are required of DMA members
– Honor Consumer Choice
– Empower Consumers
– Build Consumer Trust
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Commitment to Consumer Choice
• Effectively Honoring Consumer Requests
– Provide existing and prospective customers with notice of an opportunity to modify future marketing solicitations
• Disclosing the Source of the Consumer’s Name
– Upon consumer request, a marketer must disclose the source from which it obtained personally identifiable data about that consumer
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Commitment to Consumer Choice
• Use of DMAchoice (MPS)
– Members should use the most recent monthly release of DMAchoice before contacting prospects
• Establish Systematic Practices
– Members must establish internal policies and practices in support of the CCC
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Do Not Mail Challenges
• Carbon Footprint
– If Americans replace two trips to the mall per year with shopping by catalog, miles driven would drop by 3.3 billion
– Resulting in a 3 billion pound reduction in carbon dioxide and gas savings of approximately $325 million.
• Sustainability
– The forest industry ensures that the number of trees each year is increasing.
– In fact, there are more forests in the U.S. today than there were 50 years ago.
• Visit the-dma.org/Green15Toolkit
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Do Not Mail Challenges
• Do Not Mail efforts remain a considerable force
• 2007-2008
– 15 bills were introduced in state legislatures
• 2009– Connecticut - HB 5410 and HB 5413– Florida - HB 781– New Jersey - A. 3419– New York - SB 2132– California
• San Francisco Board of Supervisors approved, on March 31, 2009, a non-binding resolution (number 081526)
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Mail Moves America
• Direct Mail is critical to the economic well-being of the United States.
• Last year all of direct mail represented more than $702 billion in sales.
• Direct mail supported at more than 300,000 small businesses across the country.
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Mail Moves America
• DMA along with a number of other associations and companies formed Mail Moves America in 2006.
• MMA defends against Do Not Mail legislation
• MMA develops a more positive message and image for advertising mail.
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Mail Moves America
• The Mail Moves America coalition includes in its membership, associations and companies in the paper, printing, mailing, marketing, publishing and advertising industries as well as users of mail advertising.
• the-dma.org/mailmovesamerica
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Third Party Suppression Services
• Honor consumer choice
• Connect consumer directly with merchant
• Names should be collected ONLY for suppression purposes
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DMAchoice
• Online Process is free to consumers
• Increased options
– Removes the “binary” limitation
• Options allow for greater consumer choice
– More names remain in the market
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DMAchoice
• Consumer can choose by category or by brand
– Categories; Catalog, Magazine, Other
• Consumer is encouraged to contact brand directly
– Allows brands to develop opt-down options
– DMA can contact catalog brands on the consumer’s behalf
• Brands can customize their pages within DMAchoice
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Processing
• Customer choices will result in the production of two files for the catalog segment only!
– Brand Opt-out File (catalog only)
– Category Opt-out File (MPS file)
• Your Data Processor should be a subscriber to DMAchoice
– They will pick up the two files each month
– The process is the same as it has been for MPS
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Processing
• Marketers are obligated to run Category Opt-out names at a priority above any prospecting
– Some mailers have chosen to run the names above older customer names
• Brand Opt-out names must be omitted from all mailings
– Customers who contact you directly should also be omitted from all mailings
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Processing
• Marketers must act on the customer choice within 30 days
– Changes are to be effective in 90 days
• Customer choices remain on file for 3 years
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Next Steps
• Marketers must mail smarter
– Avoid unnecessary costs and legislation
• Self regulation is the answer
• Provide Consumers with choice
• Provide consumers with relevant shopping options they enjoy
• Allow consumers to eliminate mail they do not want
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Next Steps
• DMAchoice is a success due to input from Multichannel marketers like you
• Key websites for further information
– dmaresponsibility.org
– dmaccc.org
– dmachoice.org
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DMAchoice.org 2.0
New and Improved Brand Functionality
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DMAchoice.org 2.0.1
• Expanded Categories– Retail Store offers – coupons, circulars, etc
– Credit Card offers
– Financial Service offers – Mortgage, banking, mutual funds, etc – (Other than Credit Card)
– Insurance offers– Auto, Life, etc
– Fundraising / non profit offers
– Cable/Telecommunications offers– TV, Phone, Internet, etc.
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DMAchoice Next Steps
We ask for your
continued support
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Questions?
Senny Boone, Esq.Senior Vice President, Corporate & Social [email protected]
Ken EbelingSVP, Membership & Segment [email protected]
Neil O’KeefeV.P., Multichannel [email protected]
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