Blog Activity

  • 31st Annual Silver Apple Awards Gala

    Our 31st Annual gala where we recognize the best among our own who have contributed to direct marketing and the community for 25 years or more.

    Start making your plans to attend the 2015 Silver Apple Awards Gala - New York's most prestigious event for Direct and Interactive marketers.

    We will hold the presentation and dinner at New York's glorious Edison Ballroom. It won't be the same if you're not there!


    Support scholarships for direct and interactive marketing education - and enjoy a gala evening with colleagues, clients and friends. But hurry, tables and tickets go fast! All tables and tickets include open service cocktail reception, dinner, wine service and dessert.

    Learn more: 2015 Honorees Bios| Past List of Honorees | Advertising Reservation Form to follow


    Members: Be sure to login with your UserID and Password to get the lowest rate.

    Individual Tickets

    DMCNY Members - $250

    Non-Members - $290


    Table Sponsorships

    Tables of 10:

    Benefactor - $2,500

    Patron - $3,500, includes a full page in the Commemorative Program

    Foundation Sponsor - $5,000, includes a full page in the Commemorative Program, a $1,000 scholarship to a local college teaching direct marketing, and podium recognition

    Leadership Sponsor - 2 tables of 10 - $8,500, includes a full page in the Commemorative Program, a $2,000 scholarship to a local college teaching direct marketing, podium recognition and Reception signage


    Advertising & Sponsorship Opportunities

    High profile opportunities for your company to support the honorees and direct marketing educational programs.

    Thursday, November 12, 2015 - 6:00pm
    Members: Be sure to login with your UserID and Password to get the lowest rate.
  • Learn Why Yesterday's Continuity is Today's Subscription - Subscription Marketing for Tomorrow's Customers

    Today’s consumers demand innovation, personalized attention and products tailored to their unique tastes.

    Successful book, consumable products, streaming video as well as box-of-the-month type subscription programs are all growing due to today's consumer purchasing behavior changes. Are you keeping up? What’s on the horizon?

    Sign up now for this insightful look on the future of subscription marketing, featuring a specially assembled team of experts from e-commerce to fulfillment and more.

    Space is limited and promises to fill up fast, so reserve your seat today. You’ll save $15 off the price of same-day registration at the door, so don’t delay.

    Thursday, September 10, 2015 - 11:30am
    Networking & Cocktails: 11:30am - 12:20pm
    Luncheon & Presentation: 12:20pm - 2:00pm

    Member Price: 

    $75

    Non-Member Price: 

    $90
  • Five Tips for Public Speaking

    Issue: 

    June, 2015

    A Stand-up Comic in the World

    of Sales: Five Tips for Public Speaking

    For ten of my 14 years in direct marketing, I’ve had the pleasure of being in a client-facing role. For six years, I have also been a standup comedian, a role that has helped me become a more effective Communicator and public speaker. 

    Last October I had the honor of serving as the Master of Ceremonies for the DMA14 conference in San Diego. Perhaps you saw me in action. That gig was my first experience putting my personal and professional worlds together. I loved it, and I learned a lot. 

    So I thought I’d share with you five tips for public speaking, which I have learned from comedy and sales.

    Do your research. Whether MC’ing an event or presenting to a single client, try to understand as much as you can about that organization. This is much easier now than it was when I first started in our industry. There is a wealth of information on the Internet, so use it.

    Always try and address a room as if you’re having an intimate conversation with an individual

    or a small group. When I looked out at that DMA audience of several thousand people, I admit, I was pretty overwhelmed. But when I reminded myself that I was just having a conversation, it made all the difference. Of course, it helped that my first joke hit the mark!

    Read the room. Whether at a comedy club or a client demo, pay attention to how your audience is reacting to the presentation and content. If you see that they are less interested in a certain set of products or topics, shift gears and move to another area of focus. In a comedy club, if you lose the audience, watch out—they’ll start heckling you.

    Set an expectation. Right up front, I like to introduce the topics, along with the time the presentation will last. I get specific, for example,“Today we will discuss our five product offerings, covering 12 slides, taking 45 minutes, with 15 minutes for questions at the end. ”There is nothing worse than an audience that doesn’t know how long a presentation will be. 

    Fess up. If you really don’t know the answer to something, don’t try and fake your way out of it. It’s okay to say you don’t know, take that person’s contact info and get back to them with a follow-up call or email. This only works if you actually follow up, so please make sure you do. 

    Those are five tips that come to mind, but I do want to add one pet peeve I have in presentations. I advise presenters to avoid beginning an answer to a question from the audience with “Great question.”

    To me, this implies that some audience questions are better than others, and may cause hurt feelings in the group. Just something for you to consider. 

    Happy speaking, and happy selling to all.

    Author: 

    Vinnie Pietrafesa
    Vinnie Pietrafesa's picture

    Vincent Pietrafesa is Director of Business Development at BusinessWatch Network, a proud board member of DMCNY and the rising-star comedian Vincent James. Reach him at vincent.pietrafesa@bizwatchnetwork.com.

  • 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
  • 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.

  • 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.

  • Thinking Outside the Box with Content Marketing

    Issue: 

    May, 2013

    I’m a dyed-in-the-wool direct marketer, so this is going to sound like heresy.  I propose to champion an indirect method of marketing and selling, namely content marketing.  You’re probably thinking, “What, no call to action?” or “Where’s the ROI for indirect marketing?”

    But let’s take a close look at content marketing. To an email marketer, content marketing actually makes a lot of sense.  In fact, compelling and engaging content and content-based offers are methods that are very effective in convincing your audience to act.

    So, what is content marketing? 

    Content marketing is the technique of creating, curating and distributing relevant and valuable information to attract, acquire, and engage a clearly defined and well-understood target audience—with the objective of driving profitable customer action.

    If I haven’t grabbed you yet, notice that the definition is all about targeted marketing to drive profitable actions.  That’s not so far afield of direct marketing!

    I’ll address content creation in a moment, but let me first explain content curation.  This aspect of content marketing allows a company to cull ideas available from a myriad of sources, decide on the most important resources, and package the information with the company’s point of view in mind.  As an example, if I wanted to position my company as an expert in direct marketing, I’d research credible sources, select authoritative information and then put my own spin on why direct marketing is valuable.  I would also be careful to credit my sources.

    Why should you care about content marketing?

    Content marketing allows you to reach your target audiences in new and different ways, among them:

    •       Content marketing helps you attract additional audiences, by building trust and credibility. Lots of people don’t want to be hit over the head with a heavy hammer these days.  Traditional marketing communications may not work with this kind of prospect.  

    •       You’ll drive more traffic to your website.  Search engines are increasingly tweaking their algorithms to give sites credit for credible content.

    •       Content marketing addresses your sales funnel in engaging ways, by providing the right message to the right people at the right time.

    How to become an effective content marketer

    Every company has content.  You probably have as blog posts, videos, presentations, photos, webinars, marketing collateral, press releases, industry articles and white papers already in hand. 

    Here are the top ten content marketing vehicles.  I’ll bet you are already using at least half of these already.  Consider testing even more.

    1.       Social media—a great way to get your content shared and to get your audience engaged.

    2.       E-newsletters—a perfect vehicle to build and deepen relationships with those who want to hear from you.

    3.       Articles on your website.  Well-written articles let you address issues, trends and topics of interest to targeted audiences.

    4.       Press releases and clips.   Today, your audience of influencers is no longer just journalists. You need to be cultivating anyone online who accesses search engines, RSS feeds or social media for information on a topic of interest.

    5.       Blog posts.  A blog offers an easy way to present short chunks of frequently refreshed web content.

    6.       Videos.  Video is hot!  Possibly the most powerful vehicle for engaging customers and prospects. 

    7.       Print magazines and catalogs.  Direct marketers have been in the business of providing content for years.

    8.       Infographics—which present complex information quickly and clearly.  A perfect opportunity for content curation.

    9.       White papers.  Used primarily by B-to-B marketers, white papers deliver thought leadership on a topic of interest.  They can also present research, provide product usage tips, or highlight a particular product or service.

    10.   Webinars, webcasts and podcasts—which give marketers the opportunity to capture attention and present products and services.  When archived, their influence grows with time. 

    I am going to assume you do have content already available in your company.  Now it’s time to re-purpose or re-package your content for a minimum of three marketing channels.  Content marketing is about leveraging information so that your audience may find you on social media, on your site, from search engines or via links from external sites.  So take up the challenge.  This stuff is really direct marketing!

    Author: 

    Reggie Brady
    Reggie Brady's picture

    Reggie Brady is president of Reggie Brady Marketing Solutions, a direct and email marketing consultancy.  Reach her at 203-838-8138 or reggie@reggiebrady.com

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