Blog Activity

  • A Great Time with Good People, Bring a Client or Colleague!

    "Call it a clan, call it a network, call it a tribe, call it a family. Whatever you call it, whoever you are, you need one."

    - Jane Howard

    Here's a chance to come out, network with fellow members of the direct marketing community, and make new connections!

    Join DMCNY friends and colleagues on April 8. The evening kicks off at 6:00 p.m. at Hurley's. See you there!

    Register Today, Then Have a Drink on us!

    Only $25 for Members ($35 for Non-Members) gets you a free drink, plenty of hors d'oeuvres - and, of course, the chance to reacquaint yourself with the tri-state area's premier direct marketers.

    Event Sponsorship: 

    Wednesday, April 8, 2015 - 6:00pm
    6:00pm - 9:00pm

    Member Price: 

    $25

    Non-Member Price: 

    $35
  • A Place for Young Marketing Professionals to Come Together

    DMCNY is launching a new "club within a club" known as the DMCNY Young Leadership Group ("YLG"). YLG will provide a dedicated space for young marketing professionals to gain valuable industry knowledge and develop relationships, supporting career development and professional growth.

    To kick this off, we're hosting a network event for marketers under 40. You will:

    • Create social and professional connections with cross-industry peers in marketing, publishing, data/technology and media
    • Develop and expand relationships with established industry leaders (via DMCNY)

    DMCNY focusses on measured media both online and offline.

    Join us and spread the word to friends and colleagues.

    Tuesday, April 28, 2015 - 6:00pm
    6:00pm - 9:00pm

    Member Price: 

    $25

    Non-Member Price: 

    $25
  • Judges Needed for Collegiate Challenge

    Marketing EDGE seeks judges from the DMCNY community for its Collegiate ECHO Marketing Challenge by DIRECTV.  Now in its 30th year, the Collegiate ECHO gives students the opportunity create a marketing plan for a nationally known business. To help DIRECTV rank the winners, marketing professionals score and provide feedback on the entries, which helps college faculty refine the way they teach data-driven marketing, and increases student knowledge.  Marketing EDGE needs at least 20 judges to finish judging the fall entries by Friday, March 4.  There is also a need for judges in June.

    The Challenge in Brief: With a $1MM budget, create an integrated marketing campaign (using social, mobile, direct, interactive and/or store media) to increase refer-a-friend program participation among existing DIRECTV customers.

    What exactly do I need to do? 

    ·         Apply today to become a Collegiate ECHO judge at judge.collegiateECHO.org.

    ·         When you’re confirmed as a judge, you'll receivean “assignment” (of 10-12 entries – more or less as you request), a briefing about the Challenge, judging criteria, and judging tips.

    Judging takes place entirely online.  You’ll receive a link to download the entries, and another to an online score sheet. A staff member will be available to answer any questions you may have.

  • Bruce Biegel's 2015 Annual Outlook

    Once again we kicked off the New Year at DMCNY with the razor-sharp predictions of Bruce A. Biegel, Senior Managing Director of the Winterberry Group and Petsky Prunier advisor. Biegel made sense of the major forces shaping our industry in 2014 and forecasted their effects in 2015 and beyond.

    If you joined us for the January 9 luncheon, this is a must-download presentation.  For those who weren't able to make the luncheon, get a glimpse of what you missed.

    To download the presentation, the file is attached below.


    Additional coverage "In the News" 

    Target Marketing Magazine (January 12, 2015)
    "Ad Spending Will ‘Be the Highest Ever’ in 2015, Says Biegel

    Direct Marketing News (January 9, 2015) 
    "Where Will Marketing Grow in 2015"
     

     

     

    File attachment: 

    AttachmentSize
    Biegel-2015 Annual Outlook-DMCNY.pdf2.48 MB
  • DMCNY Member News

    Issue: 

    December, 2014

    Big congratulations to Joe Frick of Adrea Rubin Media Inc., who received Datalogix's prestigious 360A partner award for August 2014. Joe Frick, VP of Marketing and Social Media, joef@adrearubin.com, 646-487-3768.
     

    Prompt Direct recently unveiled PromptTRACK Alerts, a customizable mailer notification tool.  As mail is scanned, Prompt lets the mailer know when it reaches a particular point in its journey, for example, when delivery is imminent. Phil Catalano, pcatalano@promptdirect.com.
     

    MeritDirect, the leading provide of global multichannel marketing services, is pleased to announce the opening of a new satellite office in San Joe CA, expanding the company to the West Coast.  The operations in San Jose will be managed by Chris Blohm, Senior Vice President of Data & Media Services, and staffed by Deirdre Blohm, Vice President of Customer Acquisition & Retention.  Contact Chris Blohm at 669-231-4753 or Deirdre Blohm at 660-231-4410.
     

    Fosina Marketing Group celebrates quite the "giving quarter," having signed several new humanitarian non-profit clients, helping them fundraise online via sustaining giving.  The company also assisted their client Amora Coffee with going "Pink" to increase Breast Cancer Awareness.  The Fosina team also got wet and donated to ALS, and took to the links in support of the Hudson Valley Junior Achievement Golf Outling.  Ray Schneeberger, VP Sales, rschneeberger@fosinamarketinggroup.com.  203-546-5547.

     

    Donna Baier Stein, Brian Kurtz, and Bob Bly all spoke at the American Writers and Artists Institute 4-Day Copywriting Bootcamp in DelRay Beach FL in October.  Richard Armstrong gave the keynote address.  Donna Baier Stein, donna@writesontarget.com, 908-872-1775.
     

    The club presented its 2014 Mal Dunn Leadership Award sponsored by Alliant to Bruce Biegel, senior managing director, Winterberry Group, at a special luncheon on Thursday, September 11.  The Mal Dunn Leadership Award recognizes data-driven marketing professionals for their exemplary service to the field.
     

    Leon Henry Inc. is proud to announce their recertification by WBENC (The Women's Business Enterprise National Council) for the 6th year in a row.  Leon Henry Inc. is also certified as a New York State Woman Owned Business Enterprise.  Contact lh@leonhenryinc.com or call 914-285-3456. 

    Author: 

    dmcny

    To help bring our vibrant DM community closer, let us know what you and your company are up to!  Send your news to postings@dmcny.org.  Notices will be placed in the newsletter and online.

  • Bill Baird's picture

    DMCNY September Luncheon Notes - OmniChannel Marketing

    The September presentation by Paradysz and PM Digital’s co-founder and co-CEO Chris Paradysz and VP, Advisory Services Michael McVeigh focused on the growing need for Omnichannel marketing, the related challenges marketers face, and strategies and solutions to meet those challenges.

    The top takeaways were: 

    What is Omnichannel Marketing?  It’s a strategy that builds campaigns and infrastructure from the point of view of the customer.  It fights fragmentation to achieve customer-centric foundations.  And it drives content based on unique customer behaviors and histories. 

    Why is Omnichannel Marketing Necessary? Customers are spending more than double the amount of time per day on mobile devices vs. 4 years ago, as well as doubling the number of consultations prior to purchase.  They rely on more information sources and expect a seamless buying experience across the channels closest to those sources.  Furthermore, your competitors are investing in omnichannel: 83% of marketers said they intended to invest in it in 2014. 

    Who’s Doing it Right?  One example is Skriiiex, a 26-year-old music producer and DJ who produced $16m in revenue in 2013 using a vast portfolio of social media followers, fans, subscribers and downloadable sources.  Another strong example is Macy’s, where the stores are fulfillment centers; sales reps order products for customers on line; and budgets are omnichannel (and not in silo’s). 

    The Challenges.  Challenges include the fear of the strategic overhaul that omnichannel implies.  A transition to omnichannel threatens existing separate digital and offline groups.  And fractured & isolated capabilities contradict findings across the board. 

    The Process.  The key to successfully leveraging data across all touch points is to create a comprehensive view of how customers behave from channel to channel to understand (and optimize) the experience.  

    First understand your audience – what do they care about?  What are their preferences?  Your goal is to understand these customer profiles well enough to develop a marketing recipe strategy that will drive engagement. 

    Then segment your audience and build a contact strategy for each segment. 

    How Do You Know When You Need a Dashboard?  When weekly report attachments take up over 90% of your inbox storage … and amount to more than 90% of your unread messages.  (Or if your existing dashboard can’t pass the “Fortune Cookie Test”: Are you less likely to open your dashboard than a fortune cookie … or do you find its contents less informative?)

    What is an Effective Dashboard?  It scales up to an executive level; drills down to campaign, channel and customer segment; enables you as the user to interact by time period with filters to answer questions as they occur to you; and displays Key Performance Indicators (KPIs) versus goal and budget. 

    Competitive Dashboards.  In an omnichannel environment, things change quickly.  As with your own business, you need to know how effectively your competitors are growing, engaging and retaining customers in each channel.  You need to understand how they’re doing it.  And to determine whether you should emulate what they’re doing.   You should be doing this vigilantly across channels, using competitive dashboards.  

    Multichannel Attribution.  As of November 2013, 18% of marketers were practicing sophisticated cross-channel attribution, which identifies how spending in one channel effects responsiveness in another.  As of September 2013, 2% of marketers used a combined attribution strategy to achieve omnichannel success, and this number is growing rapidly.

  • 28th Annual ‘Silver Apples’ Recognizes Industry’s Best

    Issue: 

    January, 2013

    As everyone on Broadway knows, in New York, the show must go on!  Hurricane Sandy may have forced the move of the 2012 Silver Apple Gala to the evening of January 24, 2013, but the show went on—as a sell-out.

    The stage lights were shining bright and warm inside the Edison Ballroom, where a packed house of more than 250 extended their congratulations to this year’s Silver Apple recipients – Scott Fenwick, Jim Fosina, Don Hinman, Harvey Markovitz, Pegg Nadler, Don Peppers and Martha Rogers, as well as corporate Silver Apple recipient McVicker & Higginbotham, and Golden Apple honoree Leon Henry.

    The Silver Apples honor practitioners in our field – individuals and a corporate contributor who have given 25 years to the betterment of measurable, accountable direct and interactive marketing, all the while showing leadership, vision, passion and commitment. The Special Golden Apple recognizes a half century of service. As Direct Marketing Club of New York president Cyndi Lee stated, “These are inspirational leaders who motivate others to embrace great marketing ideas and lead their teams toward success.”

    Since the first Silver Apples were named in 1985, approximately 225 Silver Apple honors have been bestowed by DMCNY.

    It’s perhaps this very inspiration that also gave the festive evening a somber undertone, in that a longtime leader in our field – the Silver Apple and Golden Apple recipient Lee Epstein – passed away just one day before the gala. James Prendergast, in the evening’s invocation, dedicated the evening to Lee, and quoted Winston Churchill, “We make a living by what we get. We make a life by what we give.” 

     “Lee was an ambassador, an educator and a friend – a gentle giant whose door was never closed,” Prendergast said.  Throughout the evening, several recipients invoked a personal and professional testament to Lee, crediting his mentorship and contributions to our marketing discipline, and to his friendship and philanthropy. [The Epstein family has established The Lee and Rose Lansman Epstein Scholarship at The City College Fund, 160 Convent Avenue, Shepard Hall, Room 166, New York, NY 10031; www.citycollegefund.org/donate.]

    The event being held at the Great White Way, it was also fitting that Co-MCs Joseph Furgiuele (a past honoree) and Pamela Haas kicked the award-giving off with their own Frank Sinatra-like renditions of My Way and New York, New York – with lyrics politely rewritten to toast the Silver Apples. 

    The party was on! Ralph Stevens, a Golden Apple recipient himself in 2011, took the podium to present Leon Henry a Golden Apple for his more than 50 years of service. In his acceptance remarks, Leon noted that when he began in package inserts, there were hardly any competitors. Today, there are more than 2,000 insert distributors, Leon said.  Talk about innovating your way into a niche, and helping to give birth to an entire marketing channel. Leon also had received a Silver Apple in 1992, and his firm Leon Henry Inc., where he is chairman, received the corporate honor in 2006.

    And speaking of entrepreneurs, Pam presented the evening’s first Silver Apple to Jim Fosina, founder and chief executive officer of Fosina Marketing Group. Jim acknowledged Lee Epstein as an “icon and innovator” but also thanked Leon Henry, Arthur Blumenfield and – from Jim’s days at Grolier Enterprises – Dante Cirilli, whom he singled out for showing him how to pick a winning team. “I love accountability. I love the way we stay ahead of the wave of consumer purchase behavior,” said Jim, who also credited his family. “My parents taught me to change my way of believing and doing from ‘I think I can’ to ‘I know I can… and I will’.”

    Martha Rogers, Ph.D., accepted the Silver Apple on behalf of herself and Don Peppers, founding partners of Peppers & Rogers Group, and authors of nine books that have sold more than 1 million copies.  What people may not know is that their 20+-year collaboration began with a 90-second conversation, and that Don had been educated as an aeronautical engineer. Martha also noted the date they first met – January 21, 1990, or “one-two-one” 1990. [Yes, that was Dick Cavett in the room – he is Martha’s husband.]

    Silver Apples honoree Pegg Nadler, president, Pegg Nadler Associates, Inc., did her best to blame everyone else for her being named a recipient this year: her husband, Michael; the past presidents of the DMCNY (who name the Silver Apples recipients each and every year, led by Reggie Brady); past employers Abrams Books, Hadassah, and Metromail among others; the Direct Marketing Association (full-time work at volunteer pay); and past recipients Reggie Brady and Ruth Stevens. Yet the biggest cheer came when the self-proclaimed “database princess” credited the “database queen” Bernice Grossman as her chief source for learning. For the Silver Apple honor, Pegg says she now forgives them all.

    It would take a column twice this long for the list of thank you’s from Professor Harvey Markovitz, clinical associate professor of marketing, Pace University, who noted his professional years at JC Penney, Columbia House and Broadcast Marketing Corp. He thanked most fervently Lee Epstein and William Denhard for their support in helping to launch the Interactive & Direct Marketing Lab, a student-run integrated marketing agency, first at Baruch College and later at Pace. Harvey’s students over the years have garnered more than 100 Collegiate ECHO Awards from the Direct Marketing Educational Foundation.

    Honoree Donald Hinman, Ph.D., senior vice president, data strategy, Epsilon Targeting – widely known in our business as “Dr. Data” – was “Big Data before there was Big Data,” noted Joe Furgiuele, Don having worked at Allant Professional Services, Acxiom Corporation, National Demographics & Lifestyles, Inc., as well as the Arbitron Ratings Corporation. “I’m a numbers guy,” Don said, “I’ve been to every DMA Annual for the past 29 years, and of the 225 Silver Apples recipients, I know 75 of them.” Don also credited Tim Prunk, Phillip Dresden (a Silver Apple honoree from 2000), and former Chief Marketer columnist Richard Levey (now editorial director at Aimia), all of whom were present for the occasion.

    Scott Fenwick, vice president – sales training and development, ValueClick Media, served as MC at the 2011 Silver Apples, and this year it was his turn to receive the honor. His expertise in presenting, negotiating, networking and closing the deal were on display as he shared a coaching technique from another past honoree Andrea Nierenberg:  “Everyone, stand up and reach above your heads with both hands as high as you can.” Then he asked everyone, “Now, reach two inches higher.” Scott thanked Lee Epstein for leading him to B’nai B’rith and for Scott’s subsequent involvement with DMCNY, the Direct Marketing Association of Long Island, the Direct Marketing Fundraisers Association and as an adjunct professor at New York University. Scott also noted that it was his mother who introduced him to direct marketing – she was a catalog mail order director!

    The loudest cheering section of the evening came from employees and associates of the corporate honoree, McVicker & Higginbotham, the direct-response services agency behind some of New York City’s most important non-profit institutions: the American Museum of Natural History, Museum of Modern Art, Brooklyn Academy of Music, Metropolitan Opera and North Shore Long Island Jewish Hospital, among others. Perhaps that’s because Tim Kennon leads the McVicker team as the “cheerleader” who said of his staff: “THEY MAKE ME LOOK SO GOOD!!” 

    Among the past Silver Apple honorees at the gala were Stu Boysen, Kathy Duggans-Joseph, JoAnne Manfredi Dunn, Jonah Gitlitz, Richard Goldsmith, Joseph Gomez, Henry “Hank” Hoke, Karen Isenberg (who served as the Silver Apples Gala co-chair this year with Sharon Mahoney), Marjorie Kalter, Liz Kislik, John Papalia, Brian Wolfe, Jerry Messer, Walter Neff, Chris Paradysz, Adrea Rubin, Ron Sichler and John Von Achen. Past honorees who had passed away this past year include Lee Epstein, Elliot Abrams, Arline Feigen, Neil Keating, Jon Lambert and Milt Pierce.

    For full biographies of the 2012 Silver Apple honorees, visit the DMCNY Web site: http://www.dmcny.org/2012silverapple-bios

    Author: 

    Chet Dalzell
    Chet Dalzell's picture

    Chet Dalzell is an independent public relations strategist and practitioner in the direct and interactive field, with more than 25 years’ experience. Reach him at chet.dalzell@yahoo.com.

  • Getting to Know Anonymous Consumers — What’s Your Strategy?

    Issue: 

    January, 2013

    This is an exciting time, full of amazing opportunities for marketers.

    Given all the change – consumer expectations, technologies, devices, the economy –

    marketers face a monumental task in reaching and grabbing the attention of consumers. Does your brand have a strategy for getting to know, and connect with, consumers individually?

    Identifying Consumers Along the Path to Purchase 

    Each consumer is on his or her own path to purchase. Only in understanding this path can a brand know the next right thing to say, and when and where to say it. 

    A specific challenge facing marketers is the notion of the “anonymous” consumer. Consumers, for the most part, research and shop anonymously and form an independent purchase decision before they step foot into a retail store or log onto a web site. While there is typically a mountain of data about consumers available from many sources, it can’t always be relied upon to be complete or compiled in one place or format. 

    Brand marketers today must be relentless about data collection.  When a brand knows something about a current or potential customer, it can use that insight to influence the purchase when the consumer is in the market. The objective must be to pull together all available data to identify where a consumer is along the path to purchase, and then collect what is missing to form a complete picture. 

    The good news is that consumers will tell you who they are and what they want, as long as you give them a reason to do so.  Here is some advice: 

    • Engaged consumers are more profitable and more loyal than others. Through “engineered engagement” with consumers — while respecting their preferences and asking permission — you can determine the right expression of your brand and product features that appeal to an individual consumer. 
    • Consumers prefer to receive personally relevant information. Conduct meaningful conversations on each consumer’s terms, and then tailor interactions to meet specific needs. 
    • The customer’s journey is longitudinal and not consistent. Just when you think you have it all figured out, the consumer changes. To successfully identify and engage with the consumer today, be willing and able to meet the consumer where they are, and in a relevant and engaging manner. An integrated multichannel program is a necessity to provide a cohesive experience. Consider the behaviors around each channel – from direct mail to social media – and build a plan that leverages multiple touch points and evokes action.
    • Be prepared to modify the engagement process in real time, on the fly, to keep in step with the consumer.

    The changing market is exciting and opening up a world of possibilities. But, one thing remains true: Engaging with consumers one-on-one helps marketers design and deliver a differentiating and impactful customer experience — and that is the strategy that will pay out for both consumer and brand.  

    Author: 

    Michele Fitzpatrick
    Michele Fitzpatrick's picture

    Michele Fitzpatrick is senior vice president, strategy & insight for The Agency Inside Harte-Hanks, and a speaker at the DMCNY September 2012 luncheon. Reach her at Michele_Fitzpatrick@Harte-Hanks.com.

  • Turn Your “Follower” Relationships into Business and Profit

    Issue: 

    January, 2013

    Branding and dialogue are excellent first steps – but they don’t pay the rent.  

    To me, customer acquisition is getting somebody to buy from you for the very first time. Customer retention is getting a person who was bought from you at least one time to buy from you again. 

    Branding is getting your product or service to be a part of the decision set when members of your targeted market segment want to purchase the product or service you sell.

    Today, with an emphasis placed on gaining social media "followers," or being "liked," or in some other way engaging with your online suspects, prospects and customers, we need to understand that these efforts cost money and must be measured in terms of revenue and renewability. 

    Consider the amount of thought and effort put into understanding how you can improve your results from a direct mail campaign by just one or two tenths of a percent. You test offers, formats, headlines, and so many others variables in a structured fashion where you can measure and attribute results to tested variables. Consider how you test different mailing lists, and segments of lists to maximize your results.

    It is important to put the same effort and pay attention to the same details when engaging with your followers and other "fan-based" constituents.

    Closed mouths don’t get fed

    Many businesses today are handling their "followers" with kid gloves. They seem to be hesitant to use time-tested techniques to commercialize relationships.

    It is important to recognize that your "followers" chose to initiate a relationship with your business. So you can consider them real prospects, and many of them may already be your customers. You have the opportunity to grow your relationship with them.

    Ask for the order

    A good place to begin is by segmenting your "followers." First, find your customers by matching transactional data. For everyone you can’t identify, ask them how they perceive of their relationship. You can do this directly with a poll, or a survey, or using more subtle tactics. 

    Some marketers will express concern about alienating people in the delicate world of social media. To me, the reality is people will either want to solidify their relationship with you or they won’t. History dictates some of these people will never buy from you. The ones who truly have an interest in your company, products and services will respond to your efforts. This will empower you with knowledge you can use.

    Now you should be on familiar ground. Now that your “followers” are organized by segment, develop strategies for each segment and work your magic.

    Cultivating your “followers” has significant advantages

    Your cost to develop new customers from these prospects will be lower than a traditional acquisition effort since the names are essentially free, and there is already some basic bonding between you and them, which bodes well for anticipated response rates. 

    For retention, or getting your “following” current customers to buy again, social media represents another touch point where you can make an offer, with the added advantage of enhance customer insight from your interactive dialogue.  This makes me wonder: Should we create a new model called XRFM, where a person’s “expressed interest” might prove more predictive than RFM alone?  

    Once you recognize the value of commercializing relationships with your “followers;” once you realize that a good number of them will be responsive to your efforts; and once you accept the fact that many “followers” are going to never become customers; then you will be able to test the value of marketing to the “follower” segments and calculate whether your branding efforts to attract and engage “followers” are significant to your business.

    Author: 

    Myron Gould
    Myron Gould's picture

    Myron Gould is a Professor of Marketing and Management at New York University, and consults on business planning and strategy development. Reach him at mgould@crmnetwork.com, or on Twitter @nyuprof or @bplanwritercom.

  • A Case for Analog in a Digital World

    Issue: 

    June, 2012

    True, the world has gone digital. But that doesn’t mean customers no longer want to hold a catalog in their hands!  Here’s another compelling argument for integration; specifically, keeping print, and tried-and-true DM techniques, a part of your marketing mix.

    I believe that most direct marketers will find the following to be a reasonable modern definition of our profession: Direct marketing is “the monetization of data in a privacy- compliant manner.”  My argument for the continued use of analog direct marketing techniques follows from this premise.  (It’s still the data, stupid!)

    I grew up in an analog world.  I remember shared telephone “party lines” and black-and-white TV.  As a direct marketer, I remember an era before PCs, when a mail order was really an order placed though the mail.  

    Today, most of the articles in print and online are about the importance of having a “social media strategy.”  That is the world of direct marketing in the 2nd decade of the 21st century.

    But I will argue that direct marketers who ignore print and the tried-and-true techniques like recency, frequency, monetary (RFM) analyses are leaving money on the table.  Consumers who buy direct have shifted how they buy (more online and less by phone or mail), but not what they buy.  And they still want to have a trusted relationship with companies and buy products and services that are relevant to their own unique lives.

    Print and RFM still work

    Direct marketing has always been about monetizing data by targeting customer preferences.  RFM still works – digitally and in print.  Case in point: I mailed a small catalog, with an equally small circulation (30,000) this past fall.  The response rate was off the charts.  And the results were as predicted by our RFM analysis: The most dollars came in from the most recent buyers, followed by the multi-buyers and finally customers with the largest prior purchases.  The catalog, with fully loaded costs, generated a

    handsome profit.  True, more customers ordered online than in the prior year, but I am certain that, without ensuring those customers had a catalog in-hand, the total profit would have been less. 

    Why?  The slim-jim sized book, with a compelling cover, got the attention of a ready buyer increasingly deluged with online offers.  The catalog stood out from the crowd as something concrete the customer could hold in his or her hand.

    For that reason, I am of the opinion that adding mail offers to your marketing mix can actually get your products or services more attention these days.

    Should you add print to your mix?  Test it and see.

    Should every direct marketer be in print today?  Probably not; however, I would argue that most should – and you will never know whether you should mail until you simply test it.

    And that doesn’t have to cost you too much.  Printers are creating more ways to make ink-on-paper competitive with other ways to reach customers.  Co-mailing alone has made it possible to put more catalogs in the mail profitably.

    Finally, here’s a strong argument for testing a print run: Even Amazon and Google – who are no-doubt the most successful of the pure-play digital marketers – are testing print.

    Multi-channel becomes omnichannel

    The most successful direct marketers understand that you must meet your current and prospective customers where they are.  And there are customers who still prefer to view products and services in print, even if their preferred ordering vehicle is online.  There are buyers who would prefer to speak with a live, knowledgeable customer service representative before placing an order, and finally, there are still people who will send in a mail order.  We must not ignore these individual preferences!

    I am a big champion of social media, and agree that direct marketers who ignore that important vehicle do so at their peril.  However, I’m also convinced that ignoring traditional direct marketing practices will result in lost profits.

    Consider expanding your multichannel marketing to embrace some tried-and-true direct mail practices.  The results could surprise you – in a very good way. 

    Author: 

    Robert Allen
    Robert Allen's picture

    Bob Allen is President/CEO of the WindhamFoundation (www.windham-foundation.org),based in Grafton, Vermont.  The foundation has two operating businesses: The Grafton Inn and The Grafton Village Cheese Company.   Bob retired in 2005 after 25 years at The Vermont Country Store.  In 2010, he served as Interim CEO of the Direct Marketing Association in New York.  Reach him at bob.allen@windham-foundation.org.

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