Live From DMA06: Spanish, Japanese Programs Give DMA Annual an International Flavor

Never mind love: If the Direct Marketing Association has its way, direct response will be the international language.

The DMA is taking two steps in this direction during its current annual conference: Not only is it featuring a Spanish-language track for Latin American DMers as part of the show, but 21 businesspeople from Japan are being given an in-language introduction to DM fundamentals.

Unlike the Spanish program, which was widely promoted in Spain, Latin America and the U.S., the Japanese effort was coordinated exclusively for Japan-based marketers.

This effort marks the first time the DMA established sessions specifically for Japanese businesspeople at its annual conference, although the DMA has previously hosted groups from Japan at its New York City headquarters. Those visits featured two half-day educational seminars, followed by on-site visits to direct marketers.

The track at the annual conference is following this model. Plans call for the Japanese attendees to receive a few hours of introductory direct marketing education (basic theory and elementary e-commerce), followed by on-site trips to eBay and Nimblefish Technologies Inc., a marketing services firm. Additionally, they are being given guided tours of the exhibit hall and have the run of the conference.

The group consists of representatives from six Japanese firms: Benesse Corp., one of the largest correspondence schools in the world; Daiko Advertising; the Japan Association of Graphic Arts Technology; Kao Corp., a personal care, cosmetics and pharmaceuticals company; Lemington Co., Ltd., a mail order health supplements marketer; and Suishowin, Ltd., a mail order firm.

The group was put together by DMJ Co. Ltd., a Tokyo-based direct marketing agency that doubles as the DMA's Japanese membership solicitor. As few of the participants were fluent in English -- much less the technical language of DM -- DMJ also arranged for a translator.

The annual conference also offered Spanish-language sessions to 31 attendees from Latin America and Spain. That program was coordinated by Joost Van Nispen, president of El Instituto de Comercio Electrónico y Marketing Directo (a marketing education provider based in Spain), in a joint venture with the DMA.

Why choose a Spain-based organization to coordinate a program for Latin American marketers? In part because four of the main Latin American countries represented--Chile; Colombia; Peru; and Venezuela -- don't have organizations that offer formal DM education opportunities.

"These countries have very small, volunteer DMAs without ongoing, professionally managed programs," said Charles Prescott, VP of international business development and government affairs for the DMA.

Unlike the Japanese program, which provided U.S.-based lecturers, Joost brought over four direct marketing specialists from Spain to provide 10 hours of direct marketing 101-level classes. The Latino participants were also given full conference privileges.

"We are ecstatic" about the reaction to the program, said Prescott, adding that the DMA is exploring establishing a one-week intensive remedial direct marketing certification program in Spain next summer.