ADVISORY/Loyalty Marketing Workshop Coming to San Francisco -- May 2000.

Business Editors

ADVISORY...for May 22-23

CINCINNATI--(BUSINESS WIRE)--March 21, 2000

Due to popular demand, The Direct Marketing Association (DMA) and the COLLOQUY(R) newsletter, published by Frequency Marketing, Inc. (FMI) have announced an additional date for their unique two-day Loyalty Marketing Workshop.

May 22 - 23, 2000 Palace Hotel San Francisco, CA

The Loyalty Marketing Workshop is taught by COLLOQUY Publisher, Rick Barlow who notes, "Loyalty-marketing programs designed to recognize best customers and reward them for their purchasing behavior have become an essential element of the marketing mix. We've taken our two decades of experience developing and managing loyalty programs, as well as the vast research we've amassed while publishing COLLOQUY, and distilled the essential elements into this two-day event."

Workshop topics include: history & origins, best practices, building a program, identifying best customers, determining benefits, optimizing communications, developing effective measurement criteria and financial planning. Unlike other conferences which consist largely of theory and case studies, this event is a hands-on, "how to" workshop where participants leave with the knowledge and tools to plan, implement, launch, evaluate and overhaul their own customized loyalty-marketing program.

"A key component of the workshop is the completion of a team case study," notes Barlow. "We believe that it's the best way to put learning into practice." At the end of the first day, each participant is assigned to a team. Each team is given a case study to "solve" and later present to the class. "While there is no one `right' answer, the process of using the workshop tools in a real business situation is extremely valuable and practical."

Attendance is strictly limited to 50 registrants per session to ensure that each participant receives the full benefit of the interactive team exercise as well as plenty of individual instruction. The workshop fee is $1,500 for DMA members and $1,700 for non-members with discounts for companies enrolling more than one person. Registration information is available at 212-790-1444 or online at www.the-dma.org/seminars.

COLLOQUY and COLLOQUY.COM are published by Frequency Marketing, Inc., a specialized marketing services company providing complete resources for the design, implementation and management of frequency-marketing programs that recognize and reward customers based on their purchase behavior.