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| Mat Brown The Very Funny Man from Building #19 and our MC for the evening! |
Alan Rosenspan The Very Clever Man who thought up these awards and will present them to this year's winners! |
This year's Direct Marketing on a Shoestring Award #10 promises to be one of the best ever! Why? Because our MC is Mat Brown, the highly talented, wildly entertaining man who's done all the cartoons and ads for Building #19.
In addition to seeing all the Award Winners you might win if you entered your best, low cost work you'll hear Mat talk about how Building #19 really got started...you'll find out the most unusual thing they ever sold...and you'll discover the shocking cartoon they refused to run!
And, you'll even get a chance to put in your "two cents" by reviewing the entries and voting for the People's Choice Award!
Make your reservations today using the form at the end of this e-mail! This event is worth every penny!
Place: Doubletree Suites Hotel
Exit 27B off Route 128 (I-95)
550 Winter Street
Waltham, MA
Times: Creative Forum: 5:00 - 6:00 pm
Cocktail Reception/Networking: 5:30 - 6:30
Dinner, Awards, & Mat Brown's Presentation: 6:30 - 9:00
Creative Forum Panel Speakers:
Catharine Quinn
Creative Director
Bose Corporation
Speaking on the 1999 Shoestring winner: "Pioneers in Aviation Client Bose"
Kathleen Aston
Vice President, Creative Services
Dickinson Direct
Speaking on the 1999 Shoestring winner: "Meet the Needs of the Student Body Client Mac-Gray"
Sandi Boyd
Principal
eclipse Marketing Group
Speaking on the 1999 Shoestring winner: "Hewlett-Packard e-commerce mailer for the AHRMM show Client Hewlett-Packard"
Shoestring Awards MC:
Mat Brown
Building #19
And speaking of advertising, at first glance it looked like a flyer for Building #19 but it was really the Awards Entry Form for this year's Shoestring Awards. This funny, wonderful piece was illustrated by Mat Brown and created by Nancy Harhut, Linda Pepe, and Alan Rosenspan. Hats off to all!
Whether you are selling your products through traditional methods, online or both, branding strategies are key to success. This was just one of the many important points discussed by Elinor Selame, President of BrandEquity International and John P. Andreliunas, Vice President, Director of Marketing of Farmandcountry.com.
Using numerous case studies, Elinor described the elements of a brand a trust, a promise and a perceived value and how they are developed through every aspect of merchandising. "Starting with a distinctive name and trade dress, everything should give the consumer a clear and consistent picture of what the brand is all about," she said. "This should continue through the advertising, brochures, signage, look of the packaging or store, to the images on the sides of the trucks."
She explained how her firm updated Kodak's brand image by making the logo more memorable, changing the look of their packaging, and establishing world-wide standards for their brochures and advertising. This improved branding resulted in substantial sales increases.
John spoke about the realities of e-branding and the misconception that many online marketers have that throwing piles of money into expensive ads can ensure the overnight success of an online business. He described brand building as a multi-step process. "First there is awareness," he said. "Then as you encounter the product multiple times, you learn what it stands for, and then once you experience it, and the promise is fulfilled, you begin to develop brand loyalty."
He used Amazon.com as an example. "Early advertising and PR made you aware of the site, a visit to the site showed you how easy it was to find what you were looking for and order it, and then when the book arrived three days later as promised...you were sold!"
When was the last time you looked at your brand through the eyes of your customers?
IMS International Mailing Solutions, LLC
9 Arrow Drive
Woburn, MA 01801-2039
781-376-5000
1-877-mail-ims
www.mailims.com
Contact: Gary W. Harnum
International Mailing Solutions, LLC, is a full-service printed matter logistics company. IMS offers substantial postage savings and fast worldwide delivery of direct mail, magazines, catalogs, and other printed matter. Its mailing solutions are customized to meet clients' changing needs.
Each issue of NEDMA News will feature useful tips from leading industry practitioners covering a variety of online and traditional topics.
From:
K-Yun Steele
Senior Media Planner
Carat Interactive
Newton, MA
When buying online media, CPMs should not be the end-all, be-all of media selection criteria. Initially, many opportunities may seem cost effective, but you could get burned on the back end in light of cost-per-visit or cost-per-conversion metrics. Conversely, any "sexy," costly project you plan to undertake (such as building a microsite) could generate little-to-no traffic at all, if there are no marketing components to support the project.
Always determine a benchmark when buying online media in terms of a projected cost per visit and/or conversion, and keep the dynamics between cost and performance close at hand. If you are buying a site at a $50 CPM, for example, be aware that you'll need at least a 5% response rate if you set your target cost-per visit at $1. If you are building a microsite, moreover, try to negotiate marketing components to the microsite to ensure that traffic is driven there. You can spend as much money as you want and have the flashiest, most integrated online program in history...but if no one is coming, what's the point? These are simple points, but overlooked by most online marketers.
From:
Bill Licata
President
LCH Direct
North Reading, MA
One of the most frequent mistakes catalogers, especially those new to the business, make is to mail too often to certain segments of their house file and too seldom to other segments. The mail frequency spread is the difference between the number of mailings to the most frequent segment vs. the least frequent segment. Through careful response analysis, determine the maximum number of times you can profitably mail each segment of your house file. The bigger the spread between the extremes, the more profitable your campaign will be.
Japs-Olson Company
7500 Excelsior Blvd.
St. Louis Park, MN 55426
Voice: 952-932-9393
Fax: 952-912-1900
www.japsolson.com
Contact: Debbie Roth, VP, sales & marketing
With 700 employees, Japs-Olson is one of the largest DM printers in the country. Their 512,000 square foot facility houses over 30 presses ranging from a 12-color, sheet-fed Heidelberg Press to several half and full web presses. They have a technologically sophisticated prepress department, a complete service bureau and lettershop, and their in-house U.S. post office averages three-to-four million pieces per day.
Hill, Holliday Relationship Marketing
200 Clarendon Street
Boston, MA 02116
617-437-1600
www.hhcc.com
"Clients choose Hill, Holliday Relationship Marketing for a variety of reasons, but two important ones are that we have extensive experience working successfully with big brands and we can create and execute an entire integrated campaign in-house," said Laurel Rossi, executive vice president and chief integration officer, describing the growth of this division of the Boston-based agency.
"When we started HHRM in March of 1999, we really wanted to help our clients move beyond traditional direct marketing to complete Customer Relationship Management," she continued. "Our goal is to help clients deepen their relationships with their customers and compete in a digital world. We offer them CRM consulting, direct marketing, interactive marketing, promotion, direct and on-line media buying, database management, and customer care. We do a lot of sophisticated database analysis, management, and results tracking for clients."
HHRM's clients include Fleet, GE Capital, UPromise, Humana, Fidelity, and others. In discussing the Fleet merger, Laurel said, "Fleet's ambitious expansion plans have created many new marketing and customer service opportunities. Fleet is totally committed to being a world-class financial institution, and we are working with them on hundreds of programs that are all customer focused they want customers to have good experiences whether they come into a branch, call on the phone, or use online banking services.
"We also recently built a program for Fidelity that helps analyze the impact of their advertising whether the stock market is going up or down. This allows them to optimize their budget and do more real-time planning."
With 140 people, HHRM now has billings of over $35 million. "Our goal, with both growth and acquisitions, is to reach $100 million in the next two years," she concluded.
InterCity Press Inc.
403 VFW Drive
Rockland, MA 02370
781-871-7744
Fax: 781-878-2967
Contact: Herb Holbrook
Intercity Press is a full-service, full-color commercial printer located 25 miles south of Boston in Rockland, MA. With a 22-year proven track record, the firm is a one-stop manufacturing facility that can handle all your needs from receipt of your electronic files, films or camera-ready copy, to distribution of your finished product. InterCity's professional teams provide complete project management and production services including web and sheetfed printing, stitching, perfect-binding and custom finishing. Its direct to plate technology stretches your budget dollar. By consistently providing a quality product in a timely fashion, they develop lasting partnerships with their customers.
It was probably his first night out since his new baby Benjamin was born, but Dave Ferreira, Senior Art Director of Sullivan Creative (L) took time out to have some fun and good conversation with Chuck Provancher, Senior Art Director at Sullivan Creative (C), and Doug Hamer, president of D.S. Hamer Design (R) at NEDMA's recent networking event at the Watch City Brewing Company.
They look too serious to be having fun but they assured me they were. Deep in discussion are Gina Babcock president of babcockmediaplanning (L) and Kimberly Grim of Absolute Marketing Strategies, LLC.
The event drew lots of good friends and colleagues, the beer was cold, the food delicious. Our next networking event will be in February...we'll keep you posted.
After working on numerous creative projects for Demantra, in his own firm GML Direct, Gary Lubarsky "accepted an offer he could not refuse," and has joined Demantra Inc., as senior marketing writer. With R&D and product development based in Israel, and offices in Cambridge, MA, France, and the UK, the firm develops and markets enterprise-level software that enables companies to more accurately forecast future demand for products. "It makes planning in real time more effective and can be used to establish manufacturing and vendor schedules to maximize efficiency and minimize costs," he told us. He is working with another NEDMA member and colleague, Leslie Ament-Ruder who is director of global marketing communications.
We heard recently from Mimi Englander, vp, marketing at Britemoon that the company has been named a finalist in the business-to-business marketing category for the Massachusetts Interactive Media Council (MIMC) Award 2000. The firm has created an e-mail marketing solution for small and medium-sized firms that is designed to target prospects, customize offers, execute campaigns, and track results. Clients can have Britemoon handle the details of the campaign; however, the system is designed so that clients can upload copy, make database selections, and send the emails themselves. The firm has also moved to larger headquarters at 184 Pleasant Valley Street in Methuen, MA. Their new number is 978-964-9449.
"Experience and Industry Knowledge Run Wilde" the clever title of their latest press release announced the promotions of Ted Kulpinski to vice president and general manager of Database and Fulfillment at W.A. Wilde, and David Canavan to vice president of Database and Fulfillment Client Services. Ted joined Wilde in 1993 as director of production for the Mailing Services Division. In his new role, he will be responsible for all production departments within the division including data entry, telemarketing, fulfillment, quality assurance, project management, and information technology. Canavan is responsible for leading account managers, developers, and technical support personnel in developing and implementing client solutions and marketing programs.
Although Donna Baier Stein, past president of NEDMA and president of her own firm, The Athena Group, has moved to New Jersey, she is definitely not forgotten! She tells us that she is giving a lot of DMA seminars, both at the DMA headquarters in New York and on the road, and has launched a new copywriting seminar for both direct mail and e-mail. She's taken a one-day version of it to Joanne.com, and she'll premiere the two-day version in Chicago later this month. She also spoke on behalf of the DMA to a group of 12 executives from the China Post (Chinese Post Office). Co-sponsored by the DMA and the USPS, the two-week-long seminar was held in Maryland in what used to be a convent! (There's a joke there, somewhere!)
Many of you will also remember Eric Federer! Following a life-long dream, he has gone back to college (Pace University in Westchester, NY) to study advanced practice nursing, psychiatry, and psychopharmacology. Definitely DM's loss and the medical community's gain! We wish him lots of success!
Jim Panagas from Panagas Communications said that his firm has started to produce monthly HTML newsletters with copy, graphics, and hypertext links for SolidWorks Corporation of Concord and Immersive Design of Action. Sent to their customers and distributors, they are filled with tips, updates on what the companies are doing, and customer case studies.
We want to hear the latest news from you and your company. Please e-mail information to Marilyn Ewer, NEDMA News editor, at or mail to MKE Enterprises, 193 Haverhill Street, North Reading, MA 01864.
Monday, December 4
Holiday Party at the Good Time Emporium
30 Assembly Square Drive
Somerville, MA
If you are looking for relief from the stresses of work, this is definitely the place to come! Let the little kid in you run wild this "adult playground" has laser tag, over 200 arcade games, indoor hoops, softball and baseball batting cages, pool tables, 22 wall-size TV screens, and more! Plus, of course, good food and a fully-stocked bar. Let's celebrate! Because there's so much to do here, we've decided to hold our Annual Scholarship Auction in May.
Check out their web site: www.goodtimeemporium.com
Tuesday, January 16, 2001
Creative Forum and Dinner Meeting
Doubletree Suites Hotel
Waltham, MA
Thursday, February 15, 2001
E-Commerce Panel
John Hancock Hall
Boston, MA
February 2001
Networking Event, TBA
Tuesday, March 13, 2001
Breakfast Meeting
Print Direct Mail Isn't Dead: Using Mail for Customer Acquisition Program
Thursday, March 29, 2001
Creative Awards for Excellence Banquet and Presentation of Awards
Roxy, Boston
Monday & Tuesday, April 9 & 10, 2001
NEDMA Annual Conference and Trade Exhibits
Burlington Marriott
Burlington, MA
__ YES, sign me up for the Shoestring Awards on November 14.
Costs: Members: $35.00 Non-Members: $50.00
Please reserve 48 hours in advance to avoid the $10 surcharge. Cancellations must be made 24 hours in advance. No shows will be billed. To Register: Please email the following information to or fax to 781.431.8118. Thank you.
Name:______________________________________
Company:___________________________________
Phone:___________________________
email:___________________________
Total due:__________ ___ MC ____VISA ____AMEX
Card #__________________________________
Exp___________
____ I will pay at the door.
If you have any questions, email to or call 781.237.1366.
If you do not wish to receive NEDMA News, please email to
© 2000 The New England Direct Marketing Association
This issue sponsored by:
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