Dogs Get Fixed at DMB Conference

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Marketers weren't the only ones walking the floor of the exhibit hall at the Direct Marketing to Business Conference, in Miami last week. A pug named Max was sent to be there to promote the new list-hygiene service unveiled last week by Dun & Bradstreet Inc., Murray Hill, NJ, and Acxiom Corp., Little Rock, AR.


The marketing campaign will tout the service, dubbed MaxMatch, and offer companies the opportunity to send 100 records to D&B, which will "fix" them at no charge.


"Our intentions are to create a lot of hype for this new product launch [and to generate] a lot of traffic to the D&B trade show booth," said Kristina Ziobro, marketing manager at Dun & Bradstreet.


D&B will feature dogs - courtesy of the Pug Rescue Association - at its booth at marketing trade shows during the next several months. The database company plans to have dog-enhanced booths at the DMDNY annual meeting in May and the National Center for Database Marketing Conference in July, according to Ziobro. A Flash demo at the booth - guided by Max - will show attendees how the MaxMatch process works.


MaxMatch matches customer files against Dun & Bradstreet's marketing database and then links unmatched files to Acxiom customer data integration and enhancement technology. The system is designed to augment existing customer information with business and consumer marketing data and provide continuous cleansing and updating services as well as identify and target prospects.


Advertising and marketing communications agency Hill, Holliday, Connors, Cosmopulos of Boston developed the campaign for the business information provider.
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