Direct marketers who are nervous about flying received an incentive to get back into the air.

The Direct Marketing Association, motivated by both patriotism and a desire to boost attendance, is offering free airfare and reduced hotel rates to attract people to its annual fall conference in Chicago.

“It’s self-serving without a doubt,” said H. Robert Wientzen, president of the DMA. “I hope it will increase attendance. It’s important for the association.”

But Wientzen also pointed out that it will be good for the country.

“I am being inundated with e-mails and faxes from Washington, asking us to be a part of this effort to lift America up,” he said.

As a member of the U.S. Chamber of Commerce and its Committee of 100, Wientzen has been urged to “stay the course,” by the White House and the Secretary of Commerce, he added.

But the DMA faces two challenges. One is that Americans have been nervous about traveling by air since Sept. 11. Another is that firms that had already cut back on staff travel because of the economic slowdown, made further cuts after the attacks.

How is overall attendance holding up?

Wientzen said that two exhibitors had cancelled, but that seven others had signed up since Sept. 11, leaving a “net of five positive.” On the delegate front, there have been “12 cancellations that we can associate with people telling us they will not fly,” he added.

“I suspect the economy will depress attendance a bit,” Wientzen said. “But my sense is it will be a success.”

Just what is this new deal from the DMA?

The trade group has offered to pay for American Airlines coach flights with a Saturday night stay. The offer is good for people who register by Oct. 5. Those who don’t want a Saturday night stay will be offered a 50% discount on American’s best published fare. The conference events start on Oct. 27, and run through Oct. 31.

The DMA is also negotiating with “DMA conference” hotels to get a 20% discount per night for new registrants and is trying to secure the same discount for participants already registered.

Another incentive, which the DMA put forward last week, offers a refund on the price of admission if attendees don’t “improve their bottom line by 10 times the cost of the registration fee.” The registration fee for DMA members $1,245 and $1,780 for non-members.

The DMA had been working on the guarantee and airfare idea even before the attack, but didn’t get very far with the airlines.

Aware that some delegates now prefer to travel by train, the DMA also contacted Amtrak. “They said they could add all the extra cars we needed, but they couldn’t come up with extra sleepers, so you have to sit in a seat for two days,” Wientzen said.

Exhibitors are watching closely to see what their clients do. Some have reduced the number of people they are sending, and a few are pulling back on parties. And a few have cancelled.

Decision Software Inc. informed the DMA on Sept. 19 that it was “canceling our participation” in the annual conference.

“With the drastic turn in world events as well as its severe impact on the economy in general and the travel industry in particular, we feel strongly that we must all review any outstanding travel plans for the foreseeable future,” wrote Julie Nix, marketing coordinator for Decision Software.

Wientzen said that trade and business leaders have been urged by White House to “lift travel restrictions on employees, encourage employees to visit customers and prospects and refrain from canceling future meetings.

But ClickAction in Palo Alto, CA, and 24/7 Media Inc. in New York, have every intention of heading to Chicago.

“It’s our best show of the year so we’re definitely going,” said Geoff Smith, director of client programs for ClickAction.

Broomfield, CO-based Abacus Direct is exhibiting at the conference, but will travel to Chicago with a reduced staff.

“We expect to have a very strong attendance there and expect to continue with our plans,” said Brian Rainey, president of Abacus Direct, a division of DoubleClick Inc.

However, Rainey said the economic downturn followed by the terrorist attacks is sure to have an impact on the number of attendees at the conference.

He added that marketers are still worried about existing mail plans–many postponed due to the attacks–and may be staying close to home to manage business needs.

Mokrynski & Associates in Hackensack, NJ, is traveling to the conference with a reduced staff because a number of clients have decided not to attend, said Susan Zuniga, director of advertising for the firm.

The Lake Group has cancelled its party for 500 guests at the Frontier Grill in Chicago after many clients said they were either not going or unsure of their plans.

In lieu of its annual party, Direct Media Inc., Greenwich, CT, plans to make donations to the American Red Cross Disaster Relief Fund and the Twin Towers Fund. The firm has hosted an annual client appreciation dinner and reception at the annual conference for the past 15 years.

“We realize it’s important to get back to conducting business and we’ll have a full contingent of brokers and managers at the show,” CEO Dave Florence said. “We just didn’t think it was the right time for an organized party.”

Direct marketers who are nervous about flying received an incentive to get back into the air.

The Direct Marketing Association, motivated by both patriotism and a desire to boost attendance, is offering free airfare and reduced hotel rates to attract people to its annual fall conference in Chicago.

“It’s self-serving without a doubt,” said H. Robert Wientzen, president of the DMA. “I hope it will increase attendance. It’s important for the association.” But Wientzen also pointed out that it will be good for the country.

“I am being inundated with e-mails and faxes from Washington, asking us to be a part of this effort to lift America up,” he said.

As a member of the U.S. Chamber of Commerce and its Committee of 100, Wientzen has been urged to “stay the course,” by the White House and the Secretary of Commerce, he added.

But the DMA faces two challenges. One is that Americans have been nervous about traveling by air since Sept. 11. Another is that firms that had already cut back on staff travel because of the economic slowdown, made further cuts after the attacks.

How is overall attendance holding up?

Wientzen said that two exhibitors had cancelled, but that seven others had signed up since Sept. 11, leaving a “net of five positive.” On the delegate front, there have been “12 cancellations that we can associate with people telling us they will not fly,” he added.

“I suspect the economy will depress attendance a bit,” Wientzen said. “But my sense is it will be a success.”

Just what is this new deal from the DMA?

The trade group has offered to pay for American Airlines coach flights with a Saturday night stay. The offer is good for people who register by Oct. 5. Those who don’t want a Saturday night stay will be offered a 50% discount on American’s best published fare. The conference events start on Oct. 27, and run through Oct. 31.

The DMA is also negotiating with “DMA conference” hotels to get a 20% discount per night for new registrants and is trying to secure the same discount for participants already registered.

Another incentive, which the DMA put forward last week, offers a refund on the price of admission if attendees don’t “improve their bottom line by 10 times the cost of the registration fee.” The registration fee for DMA members $1,245 and $1,780 for non-members.

The DMA had been working on the guarantee and airfare idea even before the attack, but didn’t get very far with the airlines.

Aware that some delegates now prefer to travel by train, the DMA also contacted Amtrak. “They said they could add all the extra cars we needed, but they couldn’t come up with extra sleepers, so you have to sit in a seat for two days,” Wientzen said.

Exhibitors are watching closely to see what their clients do. Some have reduced the number of people they are sending, and a few are pulling back on parties. And a few have cancelled.

Decision Software Inc. informed the DMA on Sept. 19 that it was “canceling our participation” in the annual conference.

“With the drastic turn in world events as well as its severe impact on the economy in general and the travel industry in particular, we feel strongly that we must all review any outstanding travel plans for the foreseeable future,” wrote Julie Nix, marketing coordinator for Decision Software.

Wientzen said that trade and business leaders have been urged by White House to “lift travel restrictions on employees, encourage employees to visit customers and prospects and refrain from canceling future meetings.

But ClickAction in Palo Alto, CA, and 24/7 Media Inc. in New York, have every intention of heading to Chicago.

“It’s our best show of the year so we’re definitely going,” said Geoff Smith, director of client programs for ClickAction.

Broomfield, CO-based Abacus Direct is exhibiting at the conference, but will travel to Chicago with a reduced staff.

“We expect to have a very strong attendance there and expect to continue with our plans,” said Brian Rainey, president of Abacus Direct, a division of DoubleClick Inc.

However, Rainey said the economic downturn followed by the terrorist attacks is sure to have an impact on the number of attendees at the conference.

He added that marketers are still worried about existing mail plans–many postponed due to the attacks–and may be staying close to home to manage business needs.

Mokrynski & Associates in Hackensack, NJ, is traveling to the conference with a reduced staff because a number of clients have decided not to attend, said Susan Zuniga, director of advertising for the firm.

The Lake Group has cancelled its party for 500 guests at the Frontier Grill in Chicago after many clients said they were either not going or unsure of their plans.

In lieu of its annual party, Direct Media Inc., Greenwich, CT, plans to make donations to the American Red Cross Disaster Relief Fund and the Twin Towers Fund. The firm has hosted an annual client appreciation dinner and reception at the annual conference for the past 15 years.

“We realize it’s important to get back to conducting business and we’ll have a full contingent of brokers and managers at the show,” CEO Dave Florence said. “We just didn’t think it was the right time for an organized party.”