In this Issue:
NEDMA Kicking Off New Membership Year
The Cure for the Common Headline
DMA Creative Strategies Seminar
NEDMA Membership News
1. Member Promotions and Appointments
2. Members in Print and On Stage
3. Member Milestones
From the Editor

This issue of NEDMA is sponsored by DMM, a leading provider of direct mail production services located in Portland, Maine. DMM offers extensive expertise in the areas of data, mailing, fulfillment, laser personalization via OCE Twin System roll to roll technology and Print On Demand via Xerox Docucolor 6060 technology. One-to-one services are supported by a team of top industry programmers dedicated to meeting the needs of today's leading direct marketers. For further information please contact Joe Cloutier, VP of Sales at 800-883-6930 x 224 - .

NEDMA Kicking Off New Membership Year

In July, NEDMA conducted a survey to determine what kind of programming the membership wants for the 2005-2006 year. Lots of exciting topics emerged, including customer acquisition and retention, permission-based email marketing, marketing to the Hispanic population, trade show marketing, and a number of others. Even as your editor writers this, the NEDMA board is busy putting the topics into the calendar and lining up speakers.

The subject of our first monthly meeting in September has not been finalized yet, but the meeting has been scheduled for the week of September 19. Prepare to learn, eat dinner with friends, and make new business contacts.

Watch your emailbox for details of the Fall meetings as they are finalized.

Thanks to everyone who responded to the NEDMA surveys. The incentives are on their way. NEDMA member Stu Swanson, Vice President, J.M. Perrone Company, will receive a $100 gift certificate to Legal Seafoods for winning the member survey drawing. Alice Mullowney receives a $50 gift certificate to The Cheesecake Factory for winning the nonmember survey drawing. And once again, the health and financial benefits of NEDMA membership are made manifest. Congratulations to both the winners and to all who assisted with planning NEDMA's 2005-2006 Programming year!

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The Cure for the Common Headline
By Bob Cargill

If you were a neighbor of mine, you'd know what I mean when I say my lawn isn't going to win any beauty contests. It's so thin, brown, and malnourished, it's embarrassing -- especially during the dog days of summer.

So when The Scotts Company wrote to me recently about growing a thicker, greener lawn, its timing -- and targeting of me as a potential customer -- couldn't have been better.

After all, like any other proud homeowner in this day and age, I need to be doing everything I can to keep up with the Joneses, no?

Which reminds me of a direct mail package Scotts sent out a few years ago, bearing the words, "Now the grass can be greener on your side." While these folks didn't earn my business at the time, they did earn my respect, as the marketer in me was more than a little impressed with their use of a cliché as a headline.

Sure, a cliché (typically defined as a predictable, trite, or overused expression) might not show much inventiveness and originality on the part of the copywriter, but it can go a long way towards capturing the attention of prospects.

A cliché is an expression to which almost everyone can relate. It speaks to something with which most people are familiar. Used in an unusual manner, or paraphrased, it can help you establish immediate rapport.

For instance, the Boston Sunday Globe once coined the headline, "Sunday Best," to promote home delivery of the newspaper.
Then there's Hoverspeed, a UK-based operator of high-speed catamarans, which issued a press release entitled, "Don't Miss the Boat."

Of course, Midas, the famous auto repair outlet, backs up its services with the tagline, "Trust the Midas Touch."

And in the aftermath of September 11, New York City launched its "Paint the Town Red, White & Blue" campaign, as a way of stimulating more tourism and new business activity.

But I haven't seen any other cliché worked over more often -- albeit cleverly -- in advertising than "The Cure for the Common Cold."
Just this summer, in the June 30-July 14 issue of Rolling Stone magazine, Triumph Motorcycles proclaimed its Rocket III, "The Cure for the Common Cruiser."

I'm sure Triumph wasn't aware that Nissan drew on an almost identical expression to help sell four wheels instead of two, heralding the 2002 Nissan Altima as "The Cure for the Common Car."

That would be a bitter pill to swallow, otherwise.

Usage of this prescription-related metaphor doesn't stop there, though.

Trade Secret, a chain of full-service salons, once promoted one of its products with the headline, "The Cure for the Common Curl."

Boston's Yale Electric Sales has advertised Casablanca, billed as the "World's Finest Ceiling Fan," as "The Cure for the Common Fan."

And in an attempt to distinguish itself from the competition, The Samuel Adams Brewhouse (also in Boston) has taken the same expression one step further, claiming it serves up "The Cure for the Common Cold One," adding, "We dispense six distinctive styles of freshly tapped Samuel Adams. For what ales you."

I think I'm coming down with a fever.

Finally, The Scotts Company isn't the only lawn care company to adopt a cliché and manipulate it to its advantage. While conducting research for this story, I found a cute, little classified ad for the Lawn Doctor, a company that really takes its name literally, claiming it offers "The Cure for the Common Job."

For those among the ranks of the unemployed, that might be, er, the last hurrah.

Editor's Note: Bob Cargill is Vice President/Creative Director at Newport Creative Communications in Duxbury, MA. "The Cure for the Common Headline" was first published on July 21, 2005, in Bob's blog, A New Marketing Commentator, which you can read in its entirety -- and subscribe to -- at www.anewmarketingcommentator.com.

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DMA Creative Strategies Seminar

Alan Rosenspan, President, Alan Rosenspan & Associates, author of Confessions of a Control Freak, shows you how to create innovative and successful strategies for your company at the DMA Creative Direct Marketing Strategies Seminar, August 18-19 at the Hyatt in Cambridge, Massachusetts.

Rosenspan is also a past President of NEDMA, a former Direct Marketer of the Year, and the recipient of over 100 industry awards. He originated this course and has been teaching it successfully for seven years.

The two-day event will be held in New England on Tuesday and Wednesday, August 18-19 at the Hyatt Cambridge. NEDMA members receive a $100 discount off the Non-member rate (non-DMA member, that is). Mention Discount and Key Code: CLUB to receive your special club rate.

For more information on the DMA Creative Direct Marketing Strategies Seminar, or to register, visit www.dmacreativedmstrategies.org or call DMA Customer Service at 212.790.1500.

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NEDMA Membership News

1. Member Promotions and Appointments
Newport Creative Communications announced that Bob Cargill has joined the agency in the capacity of Vice President/Creative Director. Bob has held key creative positions at a number of leading organizations, including Yellowfin Direct Marketing, L.W. Robbins Associates, CPS Direct, Warner Bros. Publications, and RCA Direct Marketing. He also owned and operated his own agency, Cargill Creative, for seven years in the 1990s. He has won a boatload of awards for creativity and results, and he is a Past President of NEDMA. He has run 10 marathons (four of them for charity) and several hundred road races, including the Mount Washington Road Race, a seven-mile run up the tallest peak in New England. And he's a regular contributor to NEDMA News!

Newport Creative Communications also announced that Mary Kay Phelps has joined the agency in the capacity of Senior Vice President/Account Director. She has more than 20 years of experience in the development, implementation, and integration of direct response fundraising strategies. As Vice President of Communications, Marketing and Development at the Make-A-Wish Foundation of American, she oversaw a 50% growth in fundraising revenues over three years.

OnPoint has hired Ryan Quinn as Project Manager, and has marked the launch of its international division with a decision to exhibit at both the upcoming International Direct Marketing Fair and National Incentive Show.

2. Members in Print and On Stage
Dianna Huff had an article published at the Marketing Sherpa site, "How to Market to Small-Medium Businesses Via IT Consultants & Resellers" in June. You can read it at http://www.marketingsherpa.com/sample.cfm?contentID=3017.

Alex MacAaron, Creative Director and Queen B of Plan B Marketing Communications, has been invited to speak at the DMA Annual Conference in October, and at a PINE event in September. Both presentations will focus on how a little strategic creative thinking can make a very big difference when it comes to results.

Jonathan Kranz of Kranz Communications recently appeared with fellow writer Dianna Huff in a presentation before the Boston chapter of the Business Marketing Association (BMA), "Writing for the Web:Boosting Your Search Optimization and Improving Web Content." Jonathan also had three articles published in July: "Walk the Walk, Talk the Talk: Positioning Yourself as an Expert in Words and Deeds" in RainToday.com (http://www.raintoday.com/pages/254_positioning_yourself_as_an_expert.cfm?redirect=yes); "Aesop, Inc.: Using Stories to Persuade" in Harvard Management Communication Letter (http://harvardbusinessonline.hbsp.harvard.edu/b02/en/common/item_detail.jhtml?id=C0507C); and "Write Captivating Case Studies in Three Simple Steps" appeared in Marketingprofs.com (http://www.marketingprofs.com/preview.asp?file=/5/kranz5.asp).

In January, Oceanos' Director of Account Services Erin Sheehan spoke on international email marketing at the DMA International Day at the Harvard club in New York City. She is writing a white paper summarizing the talk that will be available on request. Shortly after the event, she accepted a position on the Operating Committee of the DMA International Council.

Also, Oceanos' sister company OnPoint co-authored a white paper on integration of promotional products and email campaigns that was recently named a "Best Practice" paper by the American Marketing Association.

OnPoint Co-founder Tracey Wong was named one of the "30 Under 30" in the promotional products industry by Counselor Magazine.

3. Member Milestones
ListPerfect Direct Marketing Services (Lincoln, RI) has installed a Variable Color Laser Press to its print arsenal. Chet Mattera, President & CEO (and a Past President of NEDMA), states, "The flexibility and high quality of this machine allow us to Print-On-Demand for short or long runs, which gives our clients many exciting options for printing variable color applications!"

Baier Stein Direct reports two new clients, Postal Commemorative Society and The New England Journal of Medicine. And President Donna Baier Stein's column runs regularly now in Inside Direct Mail. Donna, a Past President of NEDMA, says she enjoyed speaking at NEDMA's Annual Conference, after which she did a two-day DMA Advanced Copywriting seminar in San Francisco.

ResponsiveConcepts™ of East Hampstead, NH is pleased to announce the addition of MASS Communications, Inc. to its clientele. Creative Director and Owner, Cynthia Bro Higgins will supply marketing strategy, design, and production promoting MCI's growing list of integrated data processing and mailing solutions. Cynthia mentioned that she is especially pleased that her new client is a result of the 2005 NEDMA Conference. Cynthia's firm designed the Conference Website and exhibited at the show.

Plan B Marketing Communications is working on a new integrated media campaign for the Boston Globe and boston.com. The program will target hotel and inn owners throughout New England, promoting Travel section advertising opportunities. Plan B is also working on a Q3 direct mail program for Forrester Research, and print ads for new client 48hourprint.com. Plan B just celebrated its second anniversary!

e-Dialog, provider of advanced e-mail marketing solutions, announced that OfficeMax®, a leader in both business-to-business office product solutions and retail office products, has selected e-Dialog to be its strategic e-mail marketing partner. OfficeMax will use e-Dialog's range of advanced e-mail marketing technologies, strategies, products and services to make use of valuable customer data for actionable and relevant e-mail campaigns.

On Time Mailing, Inc. & On Time Plastic Imaging, Inc. of Winthrop, MA has relocated to a new 30,000 square-foot, state-of-the-art facility in Chelsea, MA. In addition to relocating, the firm has launched a new corporate identity: OnTime Companies.

For the past two years, Sullivan Creative has been handling the marketing and PR for the League of NH Craftsmen, a nonprofit craft education organization dedicated to promoting and preserving the tradition of making fine crafts by hand. Sullivan Creative developed and implemented a marketing program, consisting of advertising (print, radio, and TV), direct mail (print and electronic), and public relations, to promote the League's major projects, and one of the nation's most prestigious cultural events, the Annual Craftsmen's Fair. The Annual Craftsmen's Fair is scheduled for August 6 to August 14 at the beautiful Mount Sunapee Resort in Newbury, NH. It features 250 booths with fine handmade craft of all types, high-quality museum style exhibitions, and a program of educational, hands-on demonstrations, workshops, lectures, and musical performances. Pam Sullivan, President of Sullivan Creative and a NEDMA Past President, is scheduled to work at the Fair, so if you get this newsletter before August 14, stop by and see her at the Information Tent. For directions and more information about the Fair, visit www.nhcrafts.org.

DMM has recently completed a 10,000 square-foot expansion of its fulfillment operations to service the expanding needs of a diverse clientele that includes the financial and health care sectors. DMM says it will now process applicable fulfillment 100% secure environment utilizing 24x7 closed circuit TV and proximity cards. The expanded facility is both HIPPA & Graham-Leech compliant. DMM has also announced a new service: MY DMM™, which affords clients online access to the production elements critical to carrying out timely & accurate direct marketing programs. Inventory, proofing, scheduling, and shipping, as well as custom reporting are all at the clients' fingertips via an easy to use customized web-portal. "DMM's clients will now be able to submit, set-up, and approve the business rules for their POD programs remotely via PageFlex, our web-to-print software -- and have online access to the production tasks necessary to completing those programs -- a true end-to-end solution," said John Cloutier, CEO of DMM.

ListAbility, an online database provider and service of DataProducts USA, has seen a recent swell in business, thanks to a direct mail campaign promoting the service through aggressive introductory pricing. The direct mail campaign will continue through September, but ListAbility has already seen sales volumes through May increase more than 400% over the same period in 2004.

Jet's Boston office has announced the installation of a high-speed hot foil application system called MagMaster according to Dick Adams, Jet's regional sales representative. The new equipment applies magnetic stripes, signature panels, and custom foils to PVC surface printed cards, PVC laminated cards, styrene, and paper cards.

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From the Editor
Please keep sending news of your promotions, new clients, publications, new capabilities, or other events to . As always, we reserve the right edit information. Note that we don't ordinarily put clickable links or telephone numbers in the member news section. But links and phone numbers are always accepted in advertising!

The next issue of NEDMA News will appear in September.

On July 20, DIRECT Newsline, the daily email publication of DIRECT Magazine, ran a brief story by Richard H. Levey about the quarterly hiring survey from Bernhart Associates Executive Search LLC. The story said 70% of direct marketers are planning on adding staff during the third quarter, which is a four-point increase over the previous quarter. Only two percent say they are likely to have cutbacks, and this is the lowest level of cutbacks since the survey was begun in the dark days of 2001.

Some of the areas in which companies are hiring: analytics, account management, copywriting, and marketing.

Has prosperity truly returned to direct marketing? Your editor doesn't want to jinx it, but he notes that NEDMA News has been irregular partly as a result of his having so much work. He apologizes for the irregularity, but he hopes perhaps the members have all been too busy making money to notice. See you in the Fall.

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©2005 New England Direct Marketing Association
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