An increased promotional push relying heavily on viral e-mail marketing has helped the Chicago Association of Direct Marketing (CADM) boost attendance at its monthly meetings from only 20 to 30 people 18 months ago to an average of 80.
David M. McSweeney, vice president of business development, said that the association began encouraging members to forward e-mails promoting the luncheon programs to their house files. These passalongs, with their implied endorsement, have been a “huge plus” in generating increased interest.
CADM has also stepped up promotion of events in its print newsletter and utilized online calendar listings to reach people likely to make last-minute decisions, he added.
Holly L. Harle, account executive with Hammond, IN-based Mid-America Mailers Inc. noted that an increased desire to network may also account for the rising head counts.
Approximately 1,000 attendees and exhibitors turned up at CADM’s 2002 DM Days this week. Like most other industry conferences, attendance is down slightly from last year’s show, which attracted approximately 1,100 visitors. McSweeney expressed optimism that the show’s new locale at Navy Pier and the move from February to April would bode well for future events.
For the 2002-2003 term, Harle will be CADM’s first-ever second-generation president. Her father, Don Harle, was president of the association in 1985 to 1986. Harle attended her first DM Days in 1986 at age 16 during her father’s term.
Chicago DM Days 2002 concludes on Wednesday.
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