30th annual silver apples galadmcny member news€¦ · david lord - david lord, cpa 914-241-8365;...
TRANSCRIPT
BY CHET DALZELL
Nearly 30 years ago,Mal Dunn, Tom
Knowlton and JimPrendergast had avision: how to recognize
achievement and contributions within theNew York direct marketing community –and the Direct Marketing Club of NewYork’s Silver Apples Awards were launched.On November 6, 2014, seven individualsand one corporation joined the ranks of220 industry professionalsand 18 companies as SilverApples recipients – eachbeing recognized for at least25 years of leadership in thedirect, digital and data-driv-en marketing field, and eachchosen by the DMCNY pastpresidents.
This year’s honorees—Brian Fetherstonhaugh,Chairman & CEO, OgilvyOneWorldwide; Tim Kennon,President, McVicker &Higginbotham; Pam Larrick,CEO, Javelin MarketingGroup; Tim Litle, Founder & Chairman, Litle& Company (now part of Vantiv); LonMandel, President, SMS MarketingServices; Debbie Roth,Vice President, Sales& Marketing, Japs-Olson Company; DawnZier, President & CEO, Nutrisystem; andFosina Marketing Group (Danbury, CT)—were feted at Times Square’s EdisonBallroom, with more than 300 colleagues,
friends and family present.The evening kicked off with a reception
where a host of past honorees provided the30th gala a DM “Who’s Who”: Ken Altman,Arthur Blumenfield (also a Golden Applerecipient, for 50 years of achievement), StuBoysen, Reggie Brady, Ray Butkus, JerryCerasale, William Denhard, JoAnneMonfradi Dunn, Jim Fosina, JoeFurgiuele, Jonah Gitlitz, Joe Gomez, DonHinman, Liz Kislik, Jim Prendergast (also
a Golden Apple recipient), Ray Roel, AdreaRubin, Ron Sichler, Brian Snider, RalphStevens (also a Golden Apple recipient),Ruth Stevens and Richard Vergara.
Current DMCNY President Pam Haaswelcomed attendees, where marketing stu-dents from Pace University and SUNY-FITserved as registration volunteers (thanks,all!). Only a few glasses were broken during
30th Annual Silver Apples GalaHonors Leadership, Mentorship & Community
Direct Marketing Club of New York | www.dmcny.org
vol . 5 , i ssue 4 | D ecember 2014
d i r e c t & d i g i t a l n e w sf r o m d m c n y
To help bring our vibrant DM communitycloser, let us know what you and yourcompany are up to! Send your news [email protected]. Notices will beplaced in the newsletter and online atwww.dmcny.org/page/postingsnews.
Big congratulations toJoe Frick of AdreaRubin Media Inc., whoreceived Datalogix’sprestigious 360A partneraward for August 2014.Joe Frick, VP of Marketingand Social Media, [email protected],646-487-3768.
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Prompt Direct recently unveiledPromptTRACK Alerts, a customizablemailer notification tool. As mail isscanned, Prompt lets the mailer knowwhen it reaches a particular point in itsjourney, for example, when delivery isimminent. Phil Catalano, [email protected].
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MeritDirect, the leading provider ofglobal multichannel marketing services, ispleased to announce the opening of anew satellite office in San Jose CA,expanding the company to the WestCoast. The operations in San Jose will bemanaged by Chris Blohm, Senior VicePresident of Data & Media Services, andstaffed by Deirdre Blohm, Vice Presidentof Customer Acquisition & Retention.Contact Chris Blohm at 669.231.4573 orDeirdre Blohm at 669.231.4410.
DMCNYMember News
(continued on page 9)(continued on page 4)
Pam Haas welcoming attendees.
December 2014 | 3
For more information about DMCNY visit www.dmcny.org
Editor: Ruth P. Stevens 212-679-6486 • [email protected] /Sponsorship Sales: Chris Montana 845-627-6600 x216 • [email protected]
Art Director: Cheryl A. Biswurm 201-485-2023 • [email protected] by McVicker & Higginbotham, Long Island City, NY • www.mcvh.com
Letter from Our ClubPresident vol . 5 , i ssue 4 | D ecember 2014
direct & digital newsfrom dmcny
Facebook.com/dmcny @dmcny
OFFICERSPRESIDENTPam Haas - Harte Hanks401-272-0175; [email protected]
1ST VPChristopher Montana - LiftEngine845-627-6600 x216; [email protected]
2ND VPPegg Nadler - Pegg Nadler Associates, Inc.212-861-0846; [email protected]
TREASURERArthur Blumenfield - BMI Fulfillment Services, Inc.203-546-5584; [email protected]
SECRETARYRegina Brady - Reggie Brady Mktg Solutions203-838-8138; [email protected]
BOARD MEMBERSIMMEDIATE PAST PRESIDENTCyndi Lee - SMS Marketing Services201-865-5800 x2203; [email protected]
Barry Blumenfield - BMI Fulfillment Services, Inc.203-546-5581; [email protected]
Danielle Brooks 212-337-0732; [email protected]
John Fletcher - Johnny Agency646-457-7500; [email protected]
Rich Kirshberg - RK Interactive917-572-5644; [email protected]
Jeff Kobil - MeritDirect516-596-8315; [email protected]
Keith Messer - Data Services, Inc.646-351-6351; [email protected]
Lisa Moore - Paradysz917-438-4868; [email protected]
Paulette Oliva - MeritDirect914-368-1010; [email protected]
Eva Perretti - Wiland Direct845-490-2337; [email protected]
Vincent Pietrafesa - BusinessWatch Network914-774-7223; [email protected]
Ray Schneeberger - Fosina Marketing Group203-546-5547; [email protected]
Ron Sichler - RLS Associates203-661-4910; [email protected]
Rick Witsell - Alliant845-617-5453; [email protected]
EXECUTIVE DIRECTORStuart Boysen - Stu Boysen Associates, Inc.516-746-6700; [email protected]
ADVISORSCheryl Biswurm - Turner Direct, LLC201-788-5347; [email protected]
Chet Dalzell212-725-2294; [email protected]
JoAnne Dunn - Alliant845-276-2600 ext 216; [email protected]
Timothy Kennon - McVicker & Higginbotham718-937-2940; [email protected]
David Lord - David Lord, CPA914-241-8365; [email protected]
Stephanie Miller - TopRight212-721-5485; [email protected]
Dear Friends,
Thank you for helping make 2014 a great year for DMCNY. We have had fantasticevents that were well attended, with lots of excellent education and networking.We wantto welcome all new members to the DMCNY, we look forward to seeing you at our 2015events.
What a fabulous evening it was at the 30th Anniversary Silver Apple Awards gala! Thisyear we honored a very talented group of individuals, and one company, who have ded-icated their time and leadership to the industry. I want to thank all of our committee vol-unteers, chairs and students who dedicated numerous hours of their time to ensure theevening was a complete success and—boy, oh boy—was it ever!
As I finish up my first term as President I want to acknowledge the board, advisors andour Executive Director for all their hard work and dedication to the success and longevi-ty of the club. I am truly grateful for their contributions and passion for the club.
We have already begun planning for next year. As you can see from our calendar ofevents (see page 14), the year is going to be chock full of educational luncheons, eveningnetworking, leadership honors and a fun golf outing. We are also planning some new,innovative programs, which you will hear more about throughout the year.
I want to wish everyone a very happy, healthy holiday season! See you in January, atour kickoff luncheon at the Yale Club, January 8. Don’t miss it!
Cheers!
Pamela Haas, DMCNY President
4 | December 2014
Silver Apples(continued from page 1)
many toasts where industry colleaguestraded greetings – but the fun, festivitiesand sharing were just getting started.
After HankHoke deliveredfootage show-ing Mal Dunnannouncing thefirst SilverApples in 1985,emcees JoeFurgiuele andPaulette Oliva
kicked off the awards presentations with aparody duet of their own lyrics sung toCole Porter’s “You’re the Top” – with a firstverse and chorus:
At words poetic, we’re so patheticThat we often have found it bestAlthough we surely risk house arrestTo sing a song to launch this festDon’t be afraidin’ our serenading Though you’ll probably NEED the bars….But if this ditty is not so prettyThese eight Silver ApplesWill be the stars!
They’re the topThey’re the marketing leadersThey’re the topThey’re the overachievers
They are overachievers, with four corevalues aplenty – leadership, vision, deter-mination and commitment. Every recipi-ent talked of mentors, supporting castsand a sense of community that made theircareers and contributions so successful.
Not many Silver Apple winners havedual degrees from MIT, never mind in elec-trical engineering and computer science,but Dawn Zierdoes. But it’s herleadership ofN u t r i s y s t e m —generating its firstfull year of rev-enue growth anddoubling its stockprice during hertenure since 2012—that helped herearn the Silver Apple. Dawn had a long-term tenure at Reader’s Digest that
prepped her well for her CRM and cus-tomer engagement prowess.“The power ofdata is affirmed every day in this business,”she said, giving tribute to her mentor JohnKlingel. “He said content was not king,direct marketing was… and don’t ever letanything get in the way of marketing.”
Tim Kennon has a wife and seven chil-dren (most of them were present), andrecalled his first day at work at fundraisingagency McVicker & Higginbotham in 1988.Then it was worth $36,000 – now its revenueis $30 million. No wonder he had his handsover head in a victory clasp.Tim credited hisstaff and alsothanked JimPrendergast forintroducing himto DMCNY back in1997. While beinga DMCNY Boardadvisor, Tim is alsoon the boards ofthe Association ofMarketing ServiceProviders-New York Chapter and the DirectMarketing Fundraisers Association.“Associations have been good for my busi-ness and good for my career,”he said.And tohis staff, 20 of whom were in the room,“Youmake me look good every day.”
What makes a Renaissance Man? Being aglobal agency executive (at Ogilvy, anagency that just won a new crop of DMAInternational ECHO Awards during DMA14in San Diego) for astart, and comingup with break-through cam-paigns for IBM,Unilever, andAmerican Express,all while playingthe guitar andharmonica (andice hockey, too),and inspiring a new generation of market-ing leaders.That’s Brian Fetherstonhaughwho credits “lifelong learners and lifelongteachers”in his career.“The next generationis hungry,” he said. “They have culture andtechnology that they can share with us.Teach every day. Learn every day… Neverenter a meeting without being ready tolearn.”
Tim Litle knows numbers – includingsecurity codes on credit and debit cards, theanti-fraud innovation he brought to remote
purchasing bytelephone andonline that hasfueled direct mar-keting growth. Infact 90 percent ofsuch sales involvesoftware andfraud preventionderived from hiscompanies. “I’m
not a marketer, I’m a marketing facilitator,”he said. He’s also a member of the DMA Hallof Fame, a recipient of the Marketing EDGEEd Mayer Award for education leadership,and – with his wife of 52 years, Joan – acareer entrepreneur. After eight years withson Tom leading the charge, Litle & Co. wassold last year to Vantiv, the world’s thirdlargest payment processer. Now he’s readyfor new adventures in the world: As Timaccepted his Silver Apple, he bade good-bye to active participation in our field. Bonvoyage – but please keep in touch!
Do you hear that fight song? It must bebecause she’s a [University of West Virginia]M o u n t a i n e e ralumnae – PamelaMaphis Larrick,CEO of Omnicom’sJavelin MarketingGroup. Pam hasbeen named to AdAge magazine’s“Global Power 100in Marketing &Advertising” and“25 Women Leaders of the Advertising &Marketing Industry.” At Javelin, she has ledcampaign development for AT&T, Hyatt,Guthy Renker and Sparkling Ice, garneringawards – and participates as a leader inwomen’s network groups within theagency community. “The reality is, myfriends, we are really good at reinventingourselves and our discipline as technologyevolves, as the world evolves, and withoutquestion, as customers evolve,” she said.“And all this evolution has led us to wherewe are today. The age of the customer…where the empowered customer trulyrules.” Pam also has influence closer tohome:“Two nights ago, I got a text from myoldest nephew Eddie who is here tonight.And the text said simply ‘I got it.’ Well, youknow what Eddie just got? His first job inadvertising!”
“Success is having the right attitude,”
www.dmcny.org | 5
says Lon Mandel of SMS Marketing, “andgetting the most from the people I’veworked with.” Lon’s career in lists and datahas transcended decades and whateverthe industry has gathered under – ListCouncil, List Leaders, List Vision, FastForward, Data Innovators. He credited
clients such asSharper Image,Meredith, CondeNast, Highlightsfor Children,Rodale and others,while paying trib-ute to lawyers,consultants, Boardmembers and hispartners and exec-
utive team, including past Silver AppleHonoree Karen Isenberg. With videosfrom his son and daughter, the presence ofhis fiancée and family members, and aphoto of his puppy, we know Lon’s handlersall do an exceptional job –inside and out-side of data. “My name is on the [trophy]plaque, but they are the team behind me.”
Debbie Roth has run marathons in 36states, which has helped her focus 25 yearsin commercial print with Japs-OlsonCompany, a third-generation, family-owned company in St. Louis Park, MN.Debbie is an ECHOAwards judge andon the DMA ECHOAwards Board ofGovernors – andwas named “2013Direct Marketer ofthe Year” by theMidwest DirectM a r k e t i n gAssociation. “Myrecognition is on the shoulders of others…It’s not every day that the Mini-Apple getsrecognized by the Big Apple,” she said.Debbie spoke of her love for education,calling out her support for Marketing EDGEand lifelong learning. And lifelong running,too – Debbie, you have 14 more states togo!
Two years ago, Jim Fosina earned a SilverApple. This year, Fosina Marketing Groupreceived that honor as the Corporate des-ignate, honoring the firm for its perform-ance-based client engagement and itsanticipation in the rise of e-commerce. “Ibrought my team, all of whom are smarterthan I am, they make our partners happy
OgilvyOne Worldwide, OGLE, Paradysz,SMS Marketing Services and Vantiv,joined by Amora Coffee, DM CreativeGroup, Johnny Agency, RMI DirectMarketing and Wiland as event sponsors.The Silver Apple Awards Committee includ-ed Sharron Mahoney (Event Chairperson),Joe Furguiele, Paulette Oliva, Stu Boysen,Arthur Blumenfield, Chris Montana, RonSichler, Danielle Brooks, JimPrendergast, Hank Hoke, Eva Perretti,Vincent Pietrafesa, Rich Kirshberg,Cheryl Biswurm, Reggie Brady, PatrickFultz, Jenn Martins and Chet Dalzell. Thepianist and musical director for the eveningwas Gerry Dieffenbach.
The DMCNY Silver Apples has turned 30,and our community continues to thriveand grow. Cheers! �
and make thee n d - c o n s u m e rhappy,” said Jim,who also creditedretired co-founder GeraldMaxson. “DMCNYbrings togetherthe ultimate tri-fecta – staff, part-ners and clients.”
Sponsors for the evening included tablesponsors Alliant, BMI FulfillmentServices, Direct Marketing Association,Fosina Marketing Group, InfogroupTargeting Solutions, Japs-OlsonCompany, Javelin Marketing Group,McVicker & Higginbotham, Merit Direct,Morgan Stanley, Nutrisystem, o2kl,
6 | December 2014
www.dmcny.org | 7
Don, we are so flattered that some-one of your stature, based in Texas,would take the trouble to joinDMCNY. What’s behind your decisionto become a member?
Joining DMCNY was an easy decision.Epsilon is based in Dallas, although I wasbased in Denver. (I’ve now relocated toSarasota, FL.) Besides the national DMA,there are lots of local clubs. But most of usrecognize that New York has been, and isstill, the center of data-driven marketing(DDM). Our industry is based upon rela-tionships and great leaders. Being con-nected with the center as well as otherorganizations is important. DMCNY mem-bers are some of the most important lead-ers in our industry. And, yes, some of us livewest of the Hudson!
I hear you’ve retired from Epsilon.What are you up to these days?
After spending over 30 years with someof the leading DDM companies, I wanted todo what I’ve seen so many of my col-leagues do – share my experience andknowledge across a spectrum of DDMuses. As “Dr. Data,” I am frequently asked tohelp people with how data can solve theirmarketing problems. My new role as a con-sultant helps me do this more easily.
How did you get into direct market-ing in the first place?
I like to play with data! I first startedwork in radio. Why? I liked to push the but-tons on the control board. I got my Ph.D.because I liked going to college (during the70’s) and learning how to play with data in
DMCNYMember Profile
Ruth P. Stevens talks with Don Hinman,aka “Dr. Data,” who recently retired from Epsilon and launchedhis own consulting practice in data-driven marketing, where hecan be reached at [email protected].
structured ways through statistics. SinceDDM is so dependent on measurementand counting, it has given me many oppor-tunities to play with data. I have movedfrom company to company always insearch of the biggest and best data.
What do our members need to knowabout recent developments in theworld of data-driven marketing?
No channel is better than another. WhenI see people line up behind direct mail ordigital marketing as their expertise, I won-der why they want to limit themselves. Ourcustomers are exposed to mail, telephone,Internet, email, television, radio, magazines,newspapers, and more. Just because onemay increase or decrease in effectivenessand use, customers are still using it. Weneed to be channel agnostic. Data-drivenmarketing works across all channels. �
Ruth P. Stevens, a B-to-B con-sultant and educator, is apast president of DMCNY,and is current editor ofPostings.
8 | December 2014
www.dmcny.org | 9
BY MARY BETHKEELTY
Omnichannel hasbeen buzzing for
over a year and still has-n’t lost its ring. Yet,despite the fact that we
are surrounded with omnichannel refer-ences every day, the concept still seemsslightly out of reach. What really isomnichannel? How do we achieve it?What’s holding us back? What about ouraudiences?
Beyond defining omnichannel and thechallenges that accompany it, all marketersneed to first and foremost place theiromnichannel goals in the context of theiraudiences. Today, what audiences wantmost is content, and a seamless contentexperience across all of their devices. Fromonline shows, to ecommerce transactions,and even social media personalities’accounts, content has the ability to bridgethe gap between brand and audience inthis new omnichannel world.
One of the major challenges is that thereare still some questions around the mean-ing of omnichannel. Essentially, omnimeans “all.” Channel in this context is a“means of communication.”
What Is Omnichannel?Here is how we characterize it at
Paradysz and PM Digital:� A holistic, comprehensive organizing
principle to achieve customer-centric foun-dations.� The development of campaigns from
the point of view of the customer.� Content driven by unique customer
behaviors and histories.
What Is Omnichannel Not?Omnichannel is not:� Multiple channels operating in isola-
tion.� The development of campaigns from
the perspective of the brand.� Content and campaigns specific to
only shopping.A true omnichannel approach puts cus-
tomers at the center of a brand’s marketingefforts. Not only will this approach allowmarketers to analyze their efforts in contextof the whole picture, but it empowers themto build out the right recipe for particularcustomer segments. It no longer suffices tocreate separate experiences and silos ofcontent across various subject areas, chan-nels and devices. Consumers demand com-prehensive experiences without breakagepoints, allowing them to seamlessly interactwith brands on their terms.
Build a DashboardA step in the right direction is the ability
to build dashboards that can help youunderstand programs across channels.Dashboards that are successful have thefollowing characteristics:� Scale up to executive level, and drill
down to campaign, channel and customersegmentation.� Real-time interactive filters that accom-
modate questions and issues as they occur.� Comprehensive displays of Key
Performance Indicators (KPIs) across goalsand budgets.
Developing an omnichannel strategy iscomplex, but well worth the effort. �
Omnichannel EverywhereFosina Marketing Groupcelebrates quite the “giv-ing quarter,” havingsigned several newhumanitarian non-profitclients, helping themfundraise online via sus-taining giving. The company also assistedtheir client Amora Coffee with going“Pink” to increase Breast CancerAwareness. The Fosina team also got wetand donated to ALS, and took to the linksin support of the Hudson Valley JuniorAchievement Golf Outing. RaySchneeberger, VP Sales, [email protected], 203-546-5547.
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Donna Baier Stein, Brian Kurtz, and BobBly all spoke at the American Writers andArtists Institute 4-day CopywritingBootcamp in DelRay Beach FL in October.Richard Armstrong gave the keynoteaddress. Donna Baier Stein, [email protected], 908-872-1775.
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The club presented its 2014 Mal DunnLeadership Award, sponsored by Alliant,to Bruce Biegel, senior managing direc-tor, Winterberry Group, at a special lunch-eon on Thursday, September 11. The MalDunn Leadership Award recognizes data-driven marketing professionals for theirexemplary service to the field.
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Leon Henry Inc. is proud to announcetheir recertification by WBENC (TheWomens’s Business Enterprise NationalCouncil) for the 6th year in a row. LeonHenry Inc. is also certified as a New YorkState Woman Owned Business Enterprise.Contact [email protected] or call 914-285-3456. �
Member News(continued from page 1)
For more information about theDirect Marketing Club of NY,
membership information,event dates and registration, visit
www.dmcny.org
Facebook.com/dmcny
Follow @dmcny
Mary Beth Keelty is Vice President ofMarketing for Paradysz and PM Digital.Reach her at [email protected].
10 | December 2014
www.dmcny.org | 11
prospects that will download your content.So your inbound lead may consist of a
person’s first and last name, the company ororganization, an email address and maybethe size of the company. This is hardlyenough to qualify the prospect. And whoknows if this information is accurate. I amthinking of a healthcare company thatrecently had a white paper downloaded byDr. Kildare at the MASH Hospital Unit.
Furthermore, if you have defined yourtarget as C-Level executives in your indus-try, are they likely to search the web forsolutions themselves? Many executives willdelegate this responsibility to lower levelpeople within their organization. Your“qualified” inbound marketing lead mayactually be an administrative assistant orlower level executive with only limiteddecision-making or influencing ability.
Compare this to a qualified lead from aprofessional tele-prospecting company.Theprospect has been personally engaged by atrained, experienced salesperson who hashelped identify a pain point, possible solu-tions and qualified the prospect by numer-
Successful Lead Generation:Is Inbound Marketing Delivering the Revenue You Need?
BY DAN MCDADE
Top performing B2Bsales organizations
rarely employ just onelead generation tactic.B2B companies today
use multiple lead generation tactics includ-ing email marketing, search engine opti-mization, tele-prospecting, inbound mar-keting, direct mail and trade shows.
Why then are so many consultants andcompanies out there actively promotinginbound marketing as the dominant leadgeneration strategy of our time?
Inbound marketing is based on devel-oping high-quality content that attractsqualified buyers, who are in the earlystages of the sales cycle. “Build it and theywill come,” they say. But I wonder: Can youbuild enough content, and who will come?Despite their best intentions, many B2Bcompanies are not able to generateenough business from an inbound market-ing lead generation program alone.
Lead Quality Drives Increased RevenueBut the debate about inbound market-
ing is not just about volume. It’s aboutquality. B2B companies know that leadquality is equally—if not more—importantthan the quantity of leads generated. Let’stake a closer look at the quality of leads pro-duced by inbound lead generation tacticsand how this impacts your ability to furtherdevelop these prospects into customers.
Most leads from inbound marketinginclude basic demographic informationcaptured on forms required to download oraccess content.There is a direct relationshipbetween requesting more detailed infor-mation and declining response rates. Themore information you request, the fewer
ous pre-determined factors. Of these twoexamples of qualified leads, which one willyour company be able to more quickly andefficiently convert to a customer?
Defining Lead QualityAt my company, we define the attributes
of a truly qualified lead as one that includes:
1. Relevant industry.
2. Firmographics (revenue, number ofemployees, number of locations).
3. Decision makers and influencers iden-tified.
4. Environment documented.
5. Decision-maker engaged.
6. Business pain(s) uncovered/validated.
7. Decision-making process and time-frame documented.
8. Budget allocated or process for budg-eting documented.
9. Competitive landscape documented.
10. Sense of urgency or compellingevent exists.
A quality lead sets the stage for relation-ship selling, lead nurturing and prospectdevelopment. The more successful yourprospect development program—themore successful you will be at generatingrevenue.
Another benefit of prospect develop-ment is reaching prospects earlier in thesales cycle. Some companies may not evenbe aware of their pain proposition orwhether a solution exists or not. Inboundmarketing only identifies prospects thatare actively searching for a solution. Youroutbound prospect development programmay identify prospects before they evenstart their buying research.
Why wait for qualified leads to come toyou? Adding outbound prospect develop-ment to your lead generation mix allowsyou to aggressively and actively beat yourlead generation and sales forecasts. �
Dan McDade is president and CEO ofPointClear, and the author of The TruthAbout Leads. Reach him [email protected].
“...many B2B companies arenot able to generate enoughbusiness from an inboundmarketing lead generationprogram alone.”
12 | December 2014
www.dmcny.org | 13
BY PATRICK BEDDOR
Every day someone istalking about digital,
and for each person itcan mean something dif-ferent. In general, digital
means communication and distribution ofknowledge through a variety of channelsincluding on the computer, a mobiledevice, television, video, and audio. Inother words, anything that’s electronic. Theword also connotes communications thatare efficient, immediate and impactful.
In the marketing world, digital meansconnecting with targeted audiences with-out borders. In the printing world, it’s ameans of printing where the images can bethe same or variable from piece to piece.
Although digital printing presses havebeen around since the early 1990s, they areconstantly evolving. In the past 10 years asthe quality, speed and price points haveimproved, the marketplace has been moreand more accepting of this format. And it’sno secret that all printing today starts insomeone’s computer.
How does digital printing work?Basically, on the press, a digital image goesinto a computer and is then transferredonto a variety of surfaces and/or paperstocks, allowing files to be quickly and eco-nomically printed, usually in short runquantities of 5,000 or less—although this ischanging. This approach compares tocolor offset printing, commonly used forhigh-volume commercial work, whichinvolves preparing and printing the art-work through a time consuming pre-pressplate process that allows for very little flex-ibility.
So what does this mean to a marketer intoday’s fast-paced environment? It meansthat digital printing not only has arrived, it’sdefinitely the wave of the future. To ridethe wave, here are a few things to keep inmind:
Digital technology is a vitalmeans of communication.
The use of digital technology is anabsolute must in this age of targeting thecustomer and providing that customer withthe information he or she will respond to.
Digital printing has becomemore competitive.
Compared with traditional printing, dig-ital printing becomes more competitive asthe number of versions increase, and costsgo down. Until recently, the quantitieswere typically limited, but as new technol-ogy has come on the market, variableimaged programs are run as trigger cam-paigns and produced as the customerdefines the criteria.
Be aware of the paper stockused for the campaign.
Whenever technology changes rapidly,it’s always a scramble to keep up with theramifications. In the case of inkjet technol-ogy, the paper companies are in somecases still trying to figure out how to pro-
vide the right stock to the printer.Marketers should make sure they are in theloop on this topic.
Think through the wholecampaign from beginningto end.
Digital printing provides the opportuni-ty to use various marketing channels andmake electronic changes on the fly. As aresult, it’s even more important to carefullythink through a whole campaign. The bestadvice is to work closely with your printingprovider to take advantage of thatprovider’s technology, scalability and flexi-bility. �
Patrick Beddor is the National Sales Managerat Japs-Olson Company. Reach Patrick [email protected]
Digital Printing: Dynamic, Innovative,Flexible and the Wave of the Future
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BOOST YOUR NETWORK AND GROW YOUR BUSINESS
Renew Your DMCNY Membership Today(Early Bird Discount Until December 31)
Club members, renewing your membership is easy. Just go todmcny.org and click on the Renew Today button in the left col-umn. Continue to receive the full benefits of club membership!
You will be asked to login with your username and password,and then follow the quick instructions to renew your member-ship. Take advantage of our Early Bird Discount ($125 insteadof $140 rate). Your membership will extend until December 31,2015. Welcome!
Not a member? Please contact Stu Boysen at 516-746-6700.
14 | December 2014
DMCNY 2015 UPCOMING EVENTS January 8—LUNCHEON:“The Annual Outlook: What to Expect in Direct & Digital Marketing in2015” presented by Bruce Biegel, Winterberry Group. Sponsored by Allliant.
February 10—EVENING NETWORKING: PS450 (450 Park Avenue S. between 30th and 31st Streets),6:00-9:00 pm. No program – just a great time with good people. Bring a client or colleague.
March 12—LUNCHEON:“Impact of Social Media Today”, with Chris Dessi, Silverback Social.
April 8—EVENING NETWORKING: Hurley’s (232 W. 48th Street between Broadway & 8th Ave.),6:00-9:00 pm. No program – just a great time with good people. Bring a client or colleague.
April 23—DMCNY DATA INNOVATORS GROUP LEADERSHIP SUMMIT AND DINNER: Location TBA,6:00-9:00 pm.
May 14—LUNCHEON: The focus will be on the Digital Media Landscape. Speaker: Ashley HerzogKirchgessner, Collective. Also Boardroom Awards to students studying direct marketing.
June 9—EVENING NETWORKING: PS450 (450 Park Avenue S. between 30th and 31st Streets),6:00-9:00 pm. No program – just a great time with good people. Bring a client or colleague.
August 13—GOLF/SUMMER OUTING: Join DMCNY, HVDAM and AMSPNY for our 10th Annual JimPrendergast Direct Classic golf outing at the Brynwood Golf Club in Armonk, NY.
September 10—LUNCHEON: “30 Ideas in 30 Minutes – Rapid Fire Ideas You Can Use Right Now”with Jim Fosina, Fosina Marketing Group and Barry Blumenfield, BMI Fulfillment Services. Also Mal DunnLeadership Award.
November 12—31st ANNUAL SILVER APPLE AWARDS GALA. The Edison Ballroom (240 West 47thStreet between Broadway and 8th Avenue). 6:00-10:00 pm.
For information or toregister for or sponsoran event visit or call us:
www.dmcny.org
516-746-6700
www.dmcny.org | 15
BY THORIN MCGEE
At Target Marketing,we publish many
“contributed byline” arti-cles, pieces that are writ-ten by an industry
expert or thought leader. This type of arti-cle is common in our magazine andnewsletter features. Columns and blogsare written by regular contributors; wewrite in house or assign to professionalfreelancers the profiles, case studies, spe-cial reports and news articles.
As many contributed bylines as we run,we’re offered many more. So please submityour ideas to us, but follow the followingguidelines. Here’s what we look for inbylined contributions:
Topics: Tips, Best Practices,Research, TrendsWe look for articles that show our read-
ers how to market better, and are abouttopics with proven interest to our readers.
For example, some of our most-read arti-cles have been about topics like “The 7Emotional Copy Drivers,”“Email Marketingfor a Mobile World,”and “5 Ways Direct mailShines in Multichannel Marketing.”
If you want to pitch the print magazine,topics are usually planned out a year inadvance, so take a look at our EditorialCalendar and pitch specifically for upcom-ing features.
If you want to pitch for the newsletter,which has a lot more opportunities to runcontent, there is no pre-planned schedule.Just get in touch with me or one of theother editors and send over the pitch.
Length, Turnaround TimeMost of our features run about 700-
1000 words. Due dates can be flexible, butwe generally ask for the article draft 2-4weeks after we accept the pitch.
Content: Readers First, Non-Promotional
Every piece of editorial we run in TargetMarketing has the same goal: To help ourreaders. So every article we run, includingyours, has to be written with that in mind.You may have your own objectives for thepiece, but the only thing I care about isdelivering quality, honest content to ourreaders.
Any article that runs in Target Marketingmust share that goal 100 percent. Thatmeans you have to write the article in goodfaith, consistent with the topic pitched. Italso means you can’t promote products,companies or services, especially your own.Avoid talking about yourself, your compa-ny, your products or your clients. Focus oneducating the readers.
ArtWe ask all authors to provide an image
with the article, ideally one mentioned inthe article. If there isn’t an image with thearticle, we’ll use stock art from our archive.
ExclusivityAll articles submitted to target
Marketing should be exclusive to TargetMarketing. We’re not interested in runningarticles you’re offering or have run else-where.
That’s all there is to it. Please feel free tocontact me if you have any questions, andof course, to send a pitch. I welcome yoursuggestions. �
Thorin McGee is Editor-in-Chief ofPhiladelphia-based marketing magazineTarget Marketing. Reach him [email protected]
Your PR Primer: How to PitchTarget Marketing
Welcome, new members of the greatestdirect marketing club in the country! You willfind your membership of great value.
But don’t just take it from us. Here’s whatDMCNY member Scott Fenwick, VicePresident of Sales Training and Developmentat Conversant, Inc., has to say:
I am a member of DMCNY because of thevaluable information shared, the oppor-tunity to meet and mingle with industryleaders, and the life-long relationship I’vedeveloped with some of the most fantas-tic people I know.
INDIVIDUAL MEMBERSMateo Dubose, MateoDave Littlechild, dotMailer inc.Willard Lubka, Global BasisStephanie Miller, TopRightVincent Pietrafesa, BusinessWatch NetworkRay Roel, Roel Consulting
CORPORATE MEMBERSAdrea Rubin Marketing, Inc.
Mike Bryant
Blue Ocean Worldwide - Candid LithoCandace Perkins
Direct Marketing AssociationJane BerzanAndrew Somer
Holsted MarketingVictor BensonCarolyn KraftPaul Reulbach
Javelin Marketing GroupMatthew DamronMarc GarbariniCharles HallPam LarrickSheila OldenJanet PinesSean ThomasJaime Zoller
Marketsmith, Inc.Carina PologrutoTwinkle VakhariaNatalia Young
SMS Marketing Services, Inc.Nicole Jason
DMCNYNew Members
“We look for articles thatshow our readers how tomarket better, and areabout topics with proveninterest to our readers”.
