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NEDMA Awards to Feature 18 New Categories
How good are you at being direct? This is the theme for NEDMA's 2002 Awards for Creative Excellence. To find out the answer, you'll have to enter. The competition will feature the "best of the best" DM in New England, and the Awards Dinner on April 4th promises to be filled with excitement and surprises!
According to Alan Rosenspan, NEDMA VP and this year's conference chair, there are 18 new categories including dimensional direct mail and customer retention as well as a greater emphasis on e-mail marketing and fund-raising.
"We're including the Shoestring Awards for this one time only," said Alan, "so this year, even companies that have much smaller budgets have a chance of walking away with an award or two.
"And, we're bringing back the Merit Certificates, so there will be plenty of chances for your best work to get the recognition it deserves. This year's judges will be selected from the very talented pool of DMA instructors."
You should have already received an Awards mailing--created by arnoldworldwide/direct, printed by ACME Printing, and mailed by Arrow Direct. [Thank you all!]
So, what are you waiting for? Log on to nedma.com for entry forms and instructions. And if you still have time after you've finished sending in your entries to the NEDMA office, send Alan an e-mail with the most outrageously direct thing you ever said (or wanted to say) to someone. He will read the entries during the Awards Ceremony and the People's favorite choice, decided by applause meter, will win a $100.
As the Awards Notification says: "Keep someone else from winning. Send us your stuff today." Early bird deadline is 1/11/02. Final deadline is 1/25/02.
Then make sure to save the date: April 4, 2002, at the Roxy in Boston, where you'll receive your awards and take your bows!
NEDMA Thanks its Newsletter Sponsor...
Mail Computer Service, Inc.
321 Manley Street
West Bridgewater, MA 02379-1022
Tel: (508) 584-6490 or
Toll Free: 1-800-766-4MCS
Fax: (508) 584-2890
www.mailcompserv.com
Contact: Dan Menconi -
Mail Computer Service, Inc., is a full-service direct mail production facility that offers such services as data processing, laser personalization, lettershop, database maintenance, fulfillment, and printing. We have become a prominent member of the direct marketing community in New England and take pride in our high quality, superior service, and competitive pricing. MCS is conveniently located just 20 minutes south of Boston in West Bridgewater, MA.
NEDMA Holds Town Meetings to Respond to Post 9/11 World and Anthrax Scare
Has your business been affected by the tragedy, slowing economy, and the anthrax scare? There's hardly a business that hasn't. But the two NEDMA Town Meetings held on November 1st and 19th at Sullivan Creative and the Four Points Sheraton-Waltham were anything but doom and gloom.
"We have to be proactive in telling the public that direct mail is not causing the anthrax problem," said Nancy Harhut, NEDMA President, addressing the group. She outlined what the DMA is recommending. The full text of the DMA White Paper can be found at www.the-dma.org (Library: White Papers). Other valuable information can be found on our web site.
USPS Postal Inspector Pete LaCamme and Peter Bombassaro, Manager of Business Customer Relations, USPS, discussed the latest developments in the anthrax problem and what the postal service was doing to ensure the safety of the mail, postal workers, and the public. Right now, the plan is to purchase the equipment that will sanitize private mail.
 Phil McAvoy, SVP Marketing, Chadwicks, said that although their sales were way off right after the 9/11 tragedy, in about three weeks sales were back on track. He said that their surveys showed that many of their customers were not changing their buying habits. He urged catalogers and other DMers to focus on customer retention--"talk to your customers," he said, "and make sure they are happy."
 Rose Cameron, SVP, Associate Director of Brand Planning, Mullen, reported that their focus groups have shown that the 9/11 tragedy has changed the way people feel about fundamental issues. "People have a greater need to be connected to family and others who are important in their lives," she said. "They want to stay at home, feel safe, and create family memories. For DMers that means advertising messages should focus on comfort, protection, nourishment, and inspiration."
Dick Rossen, Professor at Bentley College, spoke about the tragedy and its short and long-term impact on our economy.
NEDMA has formed a committee to contact the media and emphasize the positive aspects of direct mail and explain what DM companies in our region are doing to keep direct mail safe. If you are interested in joining, please e-mail .
Our thanks to Hank Hoke, Publisher, Direct Marketing Magazine, for moderating the event.
NEDMA Thanks its Newsletter Sponsor...
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.
Tip #1
This column presents ideas and suggestions covering a variety of on-line and traditional topics from leading industry authorities. They can increase response and help make your campaigns more profitable.
Breaking the Market Entry Barrier
From:
Michael Sullivan
Vice President of Marketing
Chiswick, VeriPack, Bags & Bows, FloorMatters
The cost to develop and launch a new brand or product line via catalog can be prohibitive for both entrepreneurs and large companies alike. Even if you have done a great job of market research and you have the $100,000 plus necessary to do a decent job -- you are taking a significant risk. What if you could spend one-tenth of this amount, generate some immediate income, build the foundation for a successful entry into the mail, and reduce your risk?
The Internet is the perfect venue:
Costs: a) $35.00 to get your brand name online for a year; b) less than $10,000 for a very functional e-commerce site and; c) very targeted and flexible advertising via search engines or email.
Benefits: a) search engine placements enable you to determine ratios of lookers (impressions) to seekers (clicks) to buyers (orders) by engine, by category, by product, and by offer -- giving you an actionable read on several key investment model variables; b) registering shoppers and buyers give you immediate access to a list of contacts that can help you determine the demographic and/or psychographic characteristics of your best prospects or customers; and c) the speed and flexibility of the medium give the you opportunity to readjust as often as you like.
Tip #2
New Strategies Needed to Get Donors to Part with Dollars
From:
Jack Doyle
Senior Vice President
Amergent
Peabody, MA
There has been a shift in fundraising strategies. In the past, donors would give to non-profits because they had a reputation for doing good works and donations could be used for any projects. Today, donors want a lot more accountability. They want to know 'what kind of stuff' their money is going for, and therefore appeals are getting much more specific.
At the same time, a percentage of the over 70-year-old donor base has more discretionary income. Because of current tax laws, people over age 70 1/2 have to start drawing on their tax-deferred investments. We see donors with a history of giving at the $50 or $100 levels, giving extraordinary gifts of $2,500+ if the appeal addresses a specific need.
We had a client who took this approach and the campaign was so successful that they raised more than the needed amount. They felt so strongly about their integrity that they actually called some donors who had each donated $5,000 and told them that they had raised the needed money and offered to return the checks. Every donor allowed them to keep the money and use it for other projects.
In response to Sept 11, the Red Cross made some mistakes that angered donors and brought undue anxiety into the public sector. Long-term goodwill with their donors, and possibly yours, suffered. We are all going to have to overcome this blow to donor confidence because many donors now fear their gift won't be used as they intended. Who doesn't have at least one friend who now wishes they didn't send money to the Red Cross?
The organization that called its donors after the goal had been met is unique. Or maybe they were just ahead of their time, given what we now face due to the Red Cross statements. We all must be more careful to clearly announce how the funds will be used or where they'll go once needed funding is secured.
Special project appeals for all organizations now should include a sentence that states if the goals are met, their monies will be used where the need is greatest.
The Red Cross has started an image rebuilding campaign. I saw the first ad in Newsweek (12/3 issue). Everyone in or working for the non-profit community should watch them, judge if they do enough, and consider what you can do to prevent donor confidence in your organization from dropping.
NEDMA Thanks its Newsletter Sponsor...
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.
Corporate Member Highlight...
MassEnvelopePlus
30 Cobble Hill Road
Somerville, MA 02143
Voice: 800.368.1368
Fax: 617.623.8058
www.massenvplus.com
Contact: Amy Grossman
Vice President, Director of Marketing
As one of the oldest printing companies in New England under continuous family ownership, MassEnvelopePlus was founded in 1910 by Maxwell Grossman as a distributor of envelopes.
Over the years, the firm has grown in every way imaginable--in the types of services it offers, number of employees, sales, and the range of companies in its client roster. It has 120 employees and sales in excess of $30 million per year.
"Although envelopes are still a very important part of our business, we are now a full service printing company, providing clients with everything from concept to completion," said VP, Director of Marketing Amy Grossman.
"I like to say 'the Plus is in the Printing...and the People'," she continued. "Everyone in our firm is focused on how we can add value to our customers' projects. We provide creative solutions that are based on a thorough knowledge of design and print production."
The company has just installed new state-of-the-art prepress equipment. They offer one-to-six color printing, foil stamping, engraving, embossing, all types of mailers from multi-media packaging to presentation folders, and corporate identity packages.
Over the last few years, the company has made numerous acquisitions to extend their services all under one roof.
News from Our Members and Colleagues
It's always nice to see someone start her own business, and when the person is talented and a delight to work with, it's even nicer. NEDMA welcomes Julie Lovely, President of Red Balloon Design, a full-service graphic design firm based in Peabody, MA. The firm specializes direct mail, logos, newsletters, brochures, banner ads, and web sites
Many of you probably know Christine Erna as "the person in the post office who can answer any and all postal-design questions." She has now taken a position as Vice President of Sales & Marketing at Fulfillment Plus Mailing Solutions, Inc., in Haverhill, MA. She will focus on strategic issues and new business development for this growing leader in the mailing and fulfillment industry.
Lynn Edmonds, President of L.W. Robbins Associates, has announced that four new staff members have joined the Holliston, MA-based firm. Maura Szendey has joined as an Account Director, Carmen Howard is a new art director, Anne Riordan is now account coordinator, and Ken Williams is production coordinator. Maura and Carmen were with Epsilon before joining Robbins, Anne was employed at Bryant College, and Ken was previously with LWRA's parent company, W.A. Wilde.
NEDMA Past President Donna Baier Stein recently e-mailed us that Floyd Kemske has joined Baier Stein Direct as Creative Director. His expertise is in the areas of DM copywriting and magazine feature writing. Donna has also been named an Adjunct Professor at New York University's Institute of Direct and Interactive Marketing.
Our congratulation go to the New England agencies and clients who were recipients of this year's Direct Marketing Association Echo Awards. They are:
Agency: Epsilon, Burlington, MA
Client: Covenant House, NY
Award: Gold
Category: Nonprofit, Flat Mail
Agency: Epsilon, Burlington, MA
Client: Covenant House, NY
Award: Silver
Category: Nonprofit, Flat Mail
Agency: Sullivan Creative, Watertown, MA
Client: New Hampshire Humane Society, Laconia, NH
Award: Silver
Category: Nonprofit, Flat Mail
Agency: Direct Results Group, Boston, MA
Client: InterSystems, Cambridge, MA
Award: Gold
Category: IT, Dimensional
Agency: CPS Direct Inc., Woburn, MA
Client: LavaStorm, Waltham, MA
Award: Bronze
Category: IT, Dimensional
Agency: Direct Results Group, Boston, MA
Client: Direct Results Group Boston, MA
Award: Gold
Category: Business Services, MM/Integrated
Agency: Direct Results Group, Boston, MA
Client: Direct Results Group Boston, MA
Award: Gold
Category: Business Services, Dimensional
We heard from WA Wilde that they have promoted Richard Lomazzo to Vice President and General Manager of Direct Mail Services and Tammy Casserly to Vice President of Corporate Sales. Richard joined Wilde in April 2001, and will focus on growing the profitability of the DMS Division. Tammy, NEDMA past president, is responsible for sales strategy and new business development.
NEDMA Thanks its Newsletter Sponsor...
Fulfillment Plus Mailing Solutions, Inc.
220 Neck Road
Haverhill, MA 01835-8030
Tel: 978-521-2800; Fax: 978-521-2802
1-877-463-7674; www.fpmsi.com
Fulfillment Plus is a full-service mail house and fulfillment company offering many ways to assist with your mailing and fulfillment needs. Some of their services include:
- Data Processing: Zip + 4 Barcoding, merge/purge, duplication elimination, coding files, personalized laser letter printing.
- Addressing Services: Ink jet, cheshire and pressure sensitive labels.
- Wafer Sealing (Tabbing).
- Machine inserting up to and including 9" x 12" envelopes.
- Kitting Services: Binders, brochures, and other hand assembly projects.
- Pick/Pack Services for literature or product distribution.
- Warehouse and storage facilities.
- E-Commerce Fulfillment.
Please contact Laura Harper in Business Development, or Christine Erna in Sales and Marketing.
Upcoming Events -- Don't Miss Out!
Tuesday January 8, 2002
NEDMA Membership Meeting
6 pm
Sullivan Creative, Watertown, MA
directions: www.sullivancreative.com (find us)
We need your experience and ideas to help NEDMA with its ongoing campaign for new corporate and individual members. To sign up or to get more information, contact Pam Sullivan, 617.926.9899.
Wednesday, January 16, 2002
Direct Marketing Night - Panel Discussion
Four Points Sheraton-Waltham, Waltham, MA
Creative Forum: 4:30-5:30 PM
Networking Reception: 5:30-6:30 PM
Dinner & Program: 6:30-9:00 PM
Member: $35, Non-member: $45
Panel Members:
Hallie Mummert, Editor of Inside Direct Mail
Andi Emerson, Founder of The Caples Awards
Ed Krug, Senior Client Director of ClientLogic Specialists Marketing Services
Our Panel Discussion focuses on the three critical components to successful direct mail: offer, list, and creative. Our panelists will share their experiences and show you how to succeed despite rough economic conditions. They will also discuss how your DM should be changing as a result of the 9/11 tragedy.
This meeting is sponsored by NEDMA's new "Silver Corporate Member" SoundBite Communications, a voice communications services company that enables businesses to deliver personal, interactive telephone messages simultaneously to thousands of customers. A "SoundBite" combines the personal qualities of the human voice with the "one-to-many" and interactive capabilities similar to e-mail, and turns every phone into an interactive group communication tool. Companies in a variety of industries from publishing to financial services to events management are using SoundBite Response interactive voice messaging services and are consistently realizing immediate results with higher response rates at lower costs. Headquartered in Burlington, MA, SoundBite Communications can be reached at 781.273.3360 or on the Internet at www.soundbite.com.
Monday, January 28, 2002
Improve Your Direct Mail in Just One Day-Guaranteed
Seminar Leader: Alan Rosenspan
Four Points Sheraton-Waltham, Waltham, MA
8:30 am-5:30 PM
Members: $265, non-members $345 which includes membership
Space is limited to 40
Do you want to learn how your direct mail can work harder to dramatically improve your response?
If your answer is yes, than you should definitely attend this fabulous seminar.
Topics include: Re-inventing Direct Mail, Developing a Powerful Creative Strategy, Determining the Main Benefit, Creating an Irresistible Offer, Advanced Techniques, and more!
Alan has given this seminar in countries throughout the world and it would be standing room only (if Alan would allow people to stand). Actually, he limits attendance to ensure personal attention--so register today!
Thursday, April 4, 2002
NEDMA Awards Banquet & Show
Roxy, Boston
Monday & Tuesday, May 6-7, 2002
The 2002 Nedma Conference & Exhibit
Burlington Marriott
Registration
___ YES, I sign me up for...
___ January 16, 2002 Meeting
____ Member $35.00 ____Nonmember $45.00
Add $10 after January 11th and at the door.
___ January 28, 2002 Seminar
____Member: $265, ____Nonmember: $345 which includes membership
Name_____________________________________
Title______________________________________
Company_________________________________
Phone ________________ Fax________________
E-mail _____________________________
Check for $______ made payable to NEDMA, Inc.
or charge to my MC ___ VISA ___ AMEX ___
Card #_______________________________
EXP Date________ _____
______I will pay at the door (1/16 meeting only).
E-mail your registration for these events to , print and fax to: 781.431.8118 or mail to: NEDMA, 6 Abbott Rd., Wellesley Hills, MA 02481-7517. Questions? Phone: 781.237.1366
If you would prefer to receive an all-text version of NEDMA News, please e-mail and type "all-text" in the subject line.
Or if you do not wish to receive the newsletter at all, please e-mail to and type "unsubscribe" in the subject line.
© 2001 The New England Direct Marketing Association
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This issue sponsored by:
Mail Computer Service, Inc.
321 Manley Street
West Bridgewater, MA 02379
(508) 584-6490 - ext. 235 - tel (508) 584-2890 - fax
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9 Arrow Drive
Woburn, MA 01801-2039
781-376-5000
1-877-mail-ims
www.mailims.com
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649 North Horners Lane
Rockville, MD 20850-1299
301-424-3300
Fax: 301-424-3696
www.euservices.com
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7500 Excelsior Blvd.,
St. Louis Park, MN 55426
800-548-2897
Fax 952-912-1900
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Thanks to BriteMoon for
e-mailing this newsletter
to our members.
www.britemoon.com
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Align Yourself
with the Experts!
Bay State Envelope has over 200 commercial size envelopes in stock. We can imprint 4-colors to existing envelopes within 7-10 days, and our experienced print technicians will reproduce your high impact graphics AND meet your promised deadlines.
Bay State Envelope
440 Chauncy Street
Mansfield, MA 02048
800.462.6220
Fax: 508.337.8990
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MAILING LISTS
Better LISTS=Better RE$PONSE. Research & recos. Business/Consumer/
Response/Compiled. Hi-tech/e-mail. Specific/ Proven/Deliverable.
Call Mark at
800-660-5322 or
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Executive Board
President:
Nancy Harhut
Mullen
Vice President:
Alan Rosenspan
Alan Rosenspan & Assoc.
Secretary:
Alex MacAaron
Direct Results Group
Treasurer:
Gary Harnum
IMS
Past President:
Pam Sullivan
Sullivan Creative
Managing Directors:
Beth Drysdale
Pat Lee
NEDMA News
Editor:
Marilyn Ewer
MKE Enterprises
Designer:
Sullivan Creative
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6 Abbott Road
Wellesley Hills, MA
02481-7517
Telephone:
781-237-1366
Fax:
781-431-8118
nedma.com
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