Best of Direct – A Really Good Event
By Hilary Baar Last year, DMAW and the DMAW Educational Foundation had their inaugural "Best of Direct" event recognizing leaders and volunteers. Several notable awards are given each year at this event. The following is a list of awards given as well as the 2009 recipient. DMAW Award for Distinguished Achievement in Direct Marketing: Rick Whelan, President, Marketing General Incorporated DMAW Emerging Leader: Mikaela King, Director of Online Marketing, CDR Fundraising Group DMAW Rising Star: Barb Perell, Director Online Fundraising, Avalon Consulting Group DMAW Vendor of the Year: Directmail.com – Kirk Swain DMAW Volunteer of the Year: Geoff Peters, President, CDR Fundraising Group Other awards given ...Read more
A Brave New World: Changes In Our DM Eco-System
By Graham Ruffels I, like many, have increased my reading of trade publications over the past year in order to keep up with what DM thought leaders are saying about where the industry is headed. You don’t have to read much past the title of most articles and it is obvious - the multi-channel, closed loop model has arrived - or at least has evolved significantly. Strangely absent (from but a few) is the actual implementation of such campaigns. Is it the inherent fear in a recession to change from the tried and true methods of the past? Is it a general lack of understanding for how to place the pieces of the puzzle together? Or is it that current agency models have not yet caught up? The truth is, I don’t have the ...Read more
Be Kind and Rewind…Recycle, Reduce, Reuse
By Alan Rich In an effort to steer away from the traditional "piece of paper in the tote bag", sponsors and exhibitors that have been given the opportunity to provide a tote bag insert, are encouraged to think more resourceful, providing useful, valuable and possibly eco-friendly promotional items. Ideas include: :: If sponsor/exhibitor is in the digital media market; provide PURLs on a post card insert directing registered attendees to take action, such as a survey to determine if they or their clients are interested in receiving a white paper or link to a webinar of successful marketing campaigns. :: The sponsor/exhibitor could provide the attendees a link to download music, get a mouse pad, a gift card, etc. :: Items ...Read more
Content is King
By Jim Davis In direct marketing, one to one communications, relationship management and retention and loyalty, Copy has always been King. So it should be no surprise that now Social Media, Content is King. What is content but copy? It’s as simple as that. Creatively, however, that’s tough. There always have been stocks of photos and illustrations to choose from and the Internet coupled with digital photography has made images more available than ever. While a picture may be worth a thousand words, it takes copy to evoke the desired action; to “close the deal”, whatever the deal is. Copy, as content, can’t just be plucked from some site on the Internet and with the expectation that it will move the reader to ...Read more
Twitter as a Direct Response Channel
By Hilary Baar Yes, Twitter is now main stream. When I first learned about Twitter at DMAW’s New Media conference two years ago from Geoff Livingston, I had no idea how it would be used. The day after the conference, I dutifully went back to my office and signed up for a Twitter account. And, that’s where it stopped for two years. Then, one day I wanted to follow the UT vs. LSU college baseball World Series game. I wondered if there was a Twitter update of the score – and there was. Then, I found out that my favorite frozen custard shop, the Dairy Godmother, twittered the all-important flavor of the day. Following these two tweets started to get me hooked. I love the immediacy and brevity of the tweets – and ...Read more
Guide to finding a job in the rough economy – NETWORK NETWORK NETWORK!
By Mike Thornsbury As I think back over my years as a member of DMAW (going on 10 years now), I can always point to one of the biggest values I have gotten from the membership, networking. The strong network of colleagues I have made from DMAW, many of whom I call my very good friends these days, has been an invaluable resource. All the events and conferences that DMAW provides to its members and members-to-be is an opportunity to expand your network. As a member, don’t look at just the stated networking events as opportunities, but all the educational sessions, luncheons, the Bridge Conference are all great times to meet new colleagues and find additional resources for what you may do now, or could do in the ...Read more
Measure For Measure: Three Things You Can Do Now
By Eric Andrade Eric's views are his own and do not necessarily represent those of the association. David Ogilvy contended that the most important word in advertising is TEST. While he spoke mainly about pre-testing prior to launch, testing is more important than ever as budgets shrink and the demands for accountability are grow. From email marketing to social media, marketers need to focus their efforts on developing communication strategies that are tied to their business objectives, so conversions can be measured, and campaigns can be optimized to deliver better results over time. It’s common sense, and a marketer's dream come true … and one that’s not easily realized. Here are three things that you can do right ...Read more
A December to Remember … looking back on 2009
by Graham Ruffels, president, Direct Marketing Association of Washington Lexus may not of coined the phrase (here's at least one reference I've found to Aaron Tippin - Either way, this past year taught me (or reminded me) of many things. And I had the unique opportunity to experience them from the perspective of not only a marketing professional and business owner - seeing the economy, marketing and world around me rapidly change; but as President of the Direct Marketing Association of Washington - an organization with a past to celebrate and a need to change and grow for the future. Here's a few things that are top of mind: Indulgence is only good in certain forms. Passion, yes. Brownies, no. ROI has never been ...Read more
