IDMF Show Preview: New directions for the IDMF

online-focused B2B fair, Internet World, reflecting an inevitable merge
with the internet, SMS and email channels.

"It's a new venture for us," says Malcolm Whitmarsh, exhibition director
of IDMF 2006. "The trade DM fair visitor can now get a whole truckload
of online and interactive information, knowledge and contacts from one
visit and pick up all their needs for the rest of the year."

And for the first time, there is a specific promotional marketing link
too. The British Promotional Merchandise Association, the Institute of
Sales Promotion and the Voucher Association have all formally endorsed
the show. "If there is direct marketing, there must be promotional
marketing," says Edwin Mutton, director general of the Institute of
Sales Promotion.

"We are recognising that activity in this area is increasingly the force
that will direct brand enhancement and recognition through the remainder
of this decade." The show is already endorsed by the Direct Marketing
Association, which is on hand to provide free legal advice to anyone who
wants it.

With B2B marketing increasingly popular yet still holding its challenges
for marketers, the B2B hub returns for its fourth year to help out, with
industry representatives answering any question on DM and best practice
and dispensing advice on where else to go for information. There is also
a website: www.b2bhub.org, with an online community committed to
answering any industry-related question for free, plus a free how-to
handbook on B2B marketing.

Arguably the most important aspect of the IDMF - the dissemination and
discussion of the latest, most successful business practices - is
available on a first-come, first-served basis through the show's seminar
programme.

Top industry speakers include: Dom Young, web services director at
Amazon; Gillian Kent, MD of MSN; and Olivier van Calster, marketing
director of eBay. Sessions will debate topics such as viral SMS
marketing and loyalty.

On the debates, Whitmarsh says: "They're a reflection of the industry -
we've had hot topics every year for the last 28 years. One year, the big
topic was fax marketing. In those halcyon days the fax had barely been
invented commercially. That's the beauty of this industry. It's
eternally evolving, changing and most importantly, improving."

It is no surprise, then, that the show attracted over 8,000 visitors
last year. With over 250 stands representing every aspect of the
industry, there is a lot to choose from. And refreshingly, says Stephen
Spillett, marketing manager of global information solutions company
Experian, it isn't just a numbers game. "It's also the seniority and
purchasing power that individual visitors have. It remains the largest
event when you take those two classifications in hand."

And, whilst the majority of exhibitors return to exhibit again, this
year 33 per cent of stands represent someone or something new to
IDMF.

France's number one postal carrier La Poste will be launching
international mailing solutions provider La Poste UK at the fair. Laure
Segale, project manager of international communications says: "Our
knowledge of the French market will directly benefit British companies
as a guide to business mail, direct marketing campaigns, addressed and
unaddressed door drops, and sending parcels."

Other international DM services and opportunities are well
represented.

As well as La Poste, there are companies from Asian, American and
European markets.

Allegran Advertising is a UK firm appearing for the first time. Its
mainstay is email marketing, and its services also cover online lead
generation and banner sales. "We chose IDMF rather than other shows
because really, for me, the big one to talk to people about DM is the
IDMF," says commercial director Dan Bannister.

Sebastian Hosti is another man with a new venture. His company Avongate
has just teamed up with email broadcaster Maestro Interactive, and this
year's IDMF is the first time the two have exhibited together. The new
partnership has enabled Avongate to move from being a simple list broker
to being able to prepare, distribute and track email campaigns in
real-time, thanks to the use of new software developed by Maestro
Interactive called Genus and ECOS.

"When we access and run the count for our client, it's going to take us
five or 10 seconds maximum, instead of days. It's great because we can
be proactive and very fast," explains Hosti.

This year, old hand Experian has new offerings too, including an updated
version of a new online prospecting tool called Prospect Locator,
Absolute Contacts, which helps organisations re-connect with goneaway
contacts, and Adelphi, a credit risk screen.

Market Location, a UK B2B data universe owner, is also launching its own
credit-risk screening tool. Approximately 1.5 million UK businesses have
been graded at different credit-risk levels. "If customers want, we can
avoid supplying them with companies with a higher than average financial
risk. It's like a pre-credit vetting," says Steve Cooke, managing
director. The tool can be used by clients wishing to either avoid or
target low-rated business.

Other exhibitors at this year's IDMF include Interactive Prospect
Targeting, winner of best new product award at IDMF 2005, which will be
launching The Big Book of Email Marketing and Greys Packaging, which is
hoping to use the show to launch some new tamper-evident products for
the mailing industry.

Says organiser Whitmarsh: "The IDMF remains the show with the widest
appeal. It's the one to go to to network, to meet friends, to find new
products and services. Every year, we have in excess of 50 new products
and services which are showcased for the first time to the
industry."

And what will his highlight be? He is most excited about the Internet
World co-location. "I'm hoping that that is going to be a highlight
because online is just as important to DM now as fax marketing was 15
years ago."

IDMF FACT BOX

Venue: Earls Court 2, London

Date: Tues 9-Thurs 11 May 2006

Opening times: 9.30-17.30

Registration: Register free online at www.idmf.co.uk, call 0870 429 4310
for a postal form, or register on the door.

SHOW HIGHLIGHTS

With the importance of technology channels established as part of the
direct marketing mix, and the co-location of IDMF 2006 and Internet
World (IW), this year's show presents some eye-catching seminar
speakers. Here's a selection of what's in store: Marek Baldy, MD,
Reach2Mobile - Viral SMS Marketing - Generating New Business Out of Thin
Air (Thurs, 11.00-11.30, EuroDirect Seminar Theatre, IDMF)

Oliver Van Calster, marketing director, eBay - The Online Community: The
Development of a New Kind of Marketplace (Seminar Theatre, IW)

Gillian Kent, MD, MSN - Navigating the New Internet World: The Future of
Live Software (Seminar Theatre, IW)

Jonathan Wall, marketing director, DABS.com - Can You Create Loyalty in
a Disloyal Online World? (Seminar Theatre, IW)

Rosemary Smith, director, Opt-4 Ltd - Calculating, What Price for
Permission? (Thurs, 10.00-10.55, EuroDirect Seminar Theatre, IDMF)

And if, after all that food for thought, you need some real food and
drink, there are the IDMF's social functions to look forward to,
including the DMA's "Bit of a Do", supported by La Poste on Tues 9 May,
held at the Holiday Inn Kensington Forum Hotel, and the IDMF Gala
Dinner. This year it's held at the Hilton London Metropole on Wednesday
10 May. Book a table for up to 10 by calling 020 8910 7834 or email
idmfteam@readexpo.co.uk.