There’s no doubt that the economy is heading south.  Direct marketers are facing a challenge greater than anytime in our generation in getting consumers’ attention and convincing them to part with their hard-earned dollars.

As markets tighten, the direct marketer’s job is to make sure that consumers choose their products and services over the competition while maintaining a profitable marketing campaign.  If you are looking for new techniques to add to your repertoire, Mobile Marketing may be just what your toolkit is missing.

Launching, or refining, a new direct marketing program can be risky.  Before you get started with Mobile Marketing, you must attend tomorrow’s event hosted by the Seattle Direct Market Association.  Presented by Dennis McCormick of HipCricket, a Kirkland-based mobile marketing agency with over 24,000 campaigns to its name, this event will teach you:

- When and where mobile marketing makes the most sense
- The techniques for measuring discreet impact on a campaign
- A road map for the future of this exciting new medium

In addition to gaining insight into this growing area of direct marketing, you will also have the chance to network with other area direct marketers, representing a range of industries.  Networking time is scheduled prior to the dinner presentation.  The food is always great, and the topics informative and sure to give you the edge you need to maintain an effective direct marketing program for your company.

Where to be: Hotel 1000, 1000 1st Ave, Seattle
When to be there:  Wednesday, November 12, 2008, 5:30 pm – 8:30pm

Online registration is still available.  If you put it off to the last minute, you can also register at the door!

The Seattle Direct Marketing Association has ears to the ground on all the hot topics in the direct marketing industry.  Our PR guy has done a bit of research and a bit of pondering on the topic of green marketing and has expounded on the topic for the benefit of all direct marketers interested in how their work is affecting the environment.

Thanks to Jeff Wenker for the following contribution to our blog...

On Earth Day someone wrote that not printing an email isn't going to save the planet.  Fair enough.  However, what if everyone in your office stopped printing emails, everyone in a Fortune 100 company, everyone in a city? What if it became the norm to never print emails?  That might not save the planet either, but it might help.

People have been talking about the paperless office for a long time, I think it was Tom Seibel or Larry Ellison, some database guy back in the day (what day, you say) who was all gung-ho about it.  It's impossible, of course. The joke being, offices will be paperless when they remove the bathrooms.

As an interesting experiment, try this: don't throw away any paper.  Let it pile up.  Put it in a stack in the corner of your office or cube.  See how much you produce in a month.  Then multiply that by, I don't know 100 million, to pick a nice round number.  Leave that stack there and start a new stack for the next month.  Check and see if the second stack's shorter (hint: try to make it shorter).  Then do the math again.

There's a great Paul Kelly song - "From Little Things, Big Things Grow" - it has absolutely nothing to do with paper, but I think about the concept frequently.  From the acorn comes the mighty oak, the tiny mustard seed grows into one of the largest trees, we all come from that microscopic gleam in our fathers' eyes (or that's what they told me).  A pretty obvious point, little things grow into big things, but where are those little things?

There are things we accept now as second-nature that ten or 20 years ago were unthinkable.  Some are small.  It's a reflex now to buckle our car seat belts, kids have never done otherwise, a generation will have been strapped into carseats snug as astronauts, yet their parents were frequently tossed into the back of stationwagons to roll around like empty Coke bottles.  Some are large.  We can now call or email anyone anywhere in the world from wherever we happen to be.  If someone told me in 1985, the year I graduated from high school, that I could do that in 20 years time, I would have been

blown away (stoked at something so totally bitchin' but still blown away). High schoolers today wouldn't accept less, in fact they probably complain about the speed or coverage of their service.

So, what is the next big thing that we can't imagine now, but will be accepted as the norm to preschoolers tomorrow?

Paperless Direct Marketing?

How about Train-Planes?

Instead of viewing the transportation of humans in heavier than air machines across the skies and seas as a competitive endeavor to be done as cheaply as possible in order to lure the largest number of passengers, what if air travel was viewed as part of our global infrastructure.  Governments manage and regulate highways, railroads, sewage and the electrical grid, why not air travel?  After all, we don't have competing sets of train tracks.  Let's make wildly speculative imaginative leapings.  Say we had just one kind of plane for long flights and it looked like a troop transport plane with big empty space on the inside rather than one level of seats and one level of cargo.  Then imagine a train loaded with passengers rolling right onto the plane all ready for take-off.  You could build induction terminals closer to population centers where all security measures could take place away from a secure airfield designed only for safe landings and departures of uniformly designed planes.  If one plane broke down or needed repair (not that that ever happens) another one would be in line ready to go.  It's not drastically different from a modern airport like Hong Kong where you can check your bag in town and then take a train to the terminal.  You just take it a step further so it would be like the train ferry from Hamburg to Copenhagen http://en.wikipedia.org/wiki/Train_ferry.  If a train can roll right onto a boat, why can't a lighter train roll onto an airplane?  Bags travel with you in your own private car or economy could share a car with other passengers, like the European train system.  You could even bring back smoking on planes by adding cars with their own air circulation systems.

Yes, it would be an engineering task of immense proportions - new planes, new specially designed trains, new induction terminals - but think of the economies of scale.  We wouldn't have airlines competing in a race to the bottom (not ideal from 30,000 feet) trying to cut costs and stay afloat in an era of rising fuel costs, necessary yet expensive security measures, and reluctant ridership (flying commercial ain't fun anymore).

Compared to a crazy scheme like this, Direct Marketing without paper sounds

downright logical.

Join Jeff's Discussion on Linked-In and Network Online with other Seattle Area Direct Marketers

As a marketer, I love strategy.  Most direct marketers probably do, and if not they will learn to crave those times when they get to sit down and look at the strategy.  Eagerly, the marketer analyzes the email, internet, direct mail, creative variations, and painstakingly it is all measured back to sales. Joy.

As a marketer, you want to do it, think about doing it, then you sit down and do it, and realize... a chasm.  An often gaping crevace the must be spanned.  You are marketing, and you rely on IT, and are accountable to sales. You have to bring them all together, because you are the marketer working in a dynamic field, and aligning these groups is your job.

Want to get better at building your marketing bridge?

The Seattle Direct Marketing Association’s next networking and educational event presents a speaker able to help you do just that.

As the Chief Marketing Strategist for Ascentium, John Kottcamp helps his customers to engage with their customers by applying his specialty- closed loop marketing- to their needs.  Ascentium is a leading national agency, and Kottcamp is personallhy known for his work with companies including Gateway, McCann Worldgroup, T-Mobile USA and more.  He is also a member of the Forrester Research Technology Marketing Executive Council, and I’m sure his customers pay a lot to learn from him by the hour! You can benefit from his wisdom for a fraction of the cost at the next Seattle Direct Marketing Association event. 

This SDMA event is coming up soon, on October 1.  It will be held at a new venue for the organization, at the Seattle World Trade Center.  Be sure and show up before the presentation start time to network with other Seattle area marketers.  

I also encourage you to check out Kottcamp’s thoughts on direct marketing at his blog, www.thecollaborativemarketer.com.

Event Details:

Aligning Marketing, Sales and IT for Business Transformation 

When: Wednesday, October 1, 2008, 5:30 am – 8:30pm

Where: World Trade Center - Seattle, 2200 Alaskan Way, 4th Floor, Seattle

What: A sales guy, a marketing guy and an IT guy walked into a room: A joke or a way to align your business?

Register Here

Register today.

Back to school.  Back to work.  Back to internet marketing.

 

The Seattle Direct Marketing Association is kicking off the 2008 season of networking and educational events with a topic of great importance to all direct marketers- Search Advertising. 

 

We expect James Colborn, of Microsoft, to deliver an insightful presentation for direct and internet marketers who are either buying or selling advertising in the search marketing space.  Colborn develops the go-to market communications strategies for Microsoft Advertising, and probably has an insider’s tip, or two, of value to share with us.   

 

Would you like to know where industry insiders think the search advertising market is heading? Need to get a feel for how your search advertising budget compares to your competitors? How about a general boost to your internet marketing plans? Well, then you need to come to this event. 

 

As usual, there will be time for networking before the dinner and presentation.  This is a great chance to catch-up with colleagues you may have missed over the summer and to network with other direct marketers in the Seattle area. 

 

The Search Advertising event is Wednesday, September 10^th, from 5:30 to 8:15 PM.  Networking starts before the event, and Mr. Colborn will end the evening with a Q & A session. (So, bring notes about the search advertising questions your marketing organization is facing, as you may be awe struck and forget what you wanted to know! Like visiting the doctor.) 

 

The event will be in downtown Seattle at the beautiful Hotel 1000.  As of today registration is still available, but some events do sell-out, so be sure and sign-up today.

 

More information and a registration link available here.

 

 

Launching a major international sports franchise must be a kick, and then some.  OK, we’re talking soccer here, so that was a bad one.  But, who can resist?  

Seattle has entered the realm of major league soccer and Adrian Hanauer, of the Seattle Sounders FC, has been selected to lead the charge as General Manager.  Hanauer offers an impressive background of experience in ventures that range from promoting international soccer events, to investments in the early stages of companies such as aQuantive and Amazon.com. His daily chores with the new Major League Soccer franchise include managing media contracts, international promotional schedules, and developing a close and supportive network of fans in the Seattle area.  And I thought my job had a lot to it!

Hanauer has been selected as one of this year’s keynote speakers at the annual Market to the Max event.  Event attendees will get a chance to hear about his recent efforts to bring famous European clubs to Seattle and what it took to bring major league soccer to our region today.  

Want to know about cutting marketing deals with Microsoft and X-Box Live?  Could your business benefit from media relationships with BELO, and attentions from investors like Joe Roth and Drew Carey? Need some tips on innovative marketing ideas that work from Seattle to a worldwide scale?

Well, then, you should attend Market to the Max, because this is what we look forward to at Hanauer’s presentation at MttM in October.

Get more event info here. 

Read more about Adrian Hanauer.

A crew of dedicated volunteers at the Seattle Direct Marketing Association are including planning for the upcoming season of events in their list of summer fun activities.  One of these events is the annual Market to the Max extravaganza. This major conference is designed for Seattle and greater Pacific Northwest marketers who want to learn about the latest trends and techniques in direct marketing.

OK, so it may not be true summer fun, but it is rewarding work!

Organizers have partnered with MRM Worldwide on the creative development, which is shaping up to be another award-worthy campaign.  Keep your eye out for this piece!

Attendees at the event will be able to choose from seminars covering three tracks of marketing:  direct, brand, and social media.  You can mix and match sessions throughout the day to get the assortment that suits you best.

The speaker line-up is still under development, and will be announced as the schedule gets confirmed.

This event proves worthwhile for all attendees every year, and should go on to your calendar today! Just mark out the entire day, as there will undoubtedly be great networking after the event, and a chance to discuss and really absorb all the day’s knowledge.

When: October 21, 2008; 9AM- 4PM
Where: Meydenbauer Center, Bellevue, WA

To make sure you are on the mailing list, and will receive the clever marketing pieces designed by MRM, send your contact info to info@sdma.org, or visit the home page and sign-up for email alerts.

Do we need the Direct Marketing Association to sponsor a “Recycle Please” campaign, which asks members of the direct marketing community to display the “Recycle Please” logo in printed catalogs and direct mail pieces? 

 

I was surprised to learn of this because I hadn’t truly considered that consumers actually don’t know this stuff.

Like all good Seattleites, I figured that non-recyclers were just lazy or gluttonous and self-absorbed.  Further, I surmised that promotion of the “G” subject these days is often a simple self-serving tactic to show how with-it a company is, or is not.  I was jaded.  A different shade of green

 

As it turns out, many consumers want to do the right thing, but honestly don’t know if your direct marketing piece qualifies for recycling. And, it may be fear of contaminating the recycling batch that stops them from putting your catalog in the bin when they’re done buying everything in it.

 

Living in Seattle, where even the waste-cans at my local street fair are 90% dedicated to recycling, it can be easy to lose perspective.  Then, I remember that where my sister lives in Texas, the utility actually paid consumers to recycle along with their household waste.  I believe the program was eventually cancelled for lack of participation. Clearly, they needed better direct marketing.

 

That was a number of years ago, when they couldn’t even pay people to recycle, and I'm sure the good people of Fort Worth have learned how beneficial and easy recycling really is.  Maybe if every consumable product that entered their homes had an “I can be recycled” logo, the program would have done better?

 

On another perspective, as someone who participates in the paper buying process, I can testify that there is not enough recycled content out there to go around. There just isn’t enough post-consumer waste in the “system” to make direct marketing as green as it can be. 

 

At a recent Paper 101 class I attended with a local supplier, we were told that 100% of the recycled paper on the market is bought before it is even available.  And, the consumer demand to include this in our finished products is driving the prices up and up.

 

So, if you are a marketer with input in the design components of direct mail, or other printed collateral, take a moment to consider putting this little logo into your printed pieces.  And, consider that it may actually do some good in helping to get your direct marketing piece back into the recycling system, instead of looking through the cynical green glasses that are easy to sport when we feel inundated with disingenuous “go green” messaging.

 

There actually will be a selfish, positive, side-effect in bringing down the cost of recycled paper.  And of course, the cheaper it is, the easier it is to justify as a business, and all the better to sell as a marketer.  

 

Info on the Recycle Please campaign.
More publications and fact sheets on recycling for direct marketers.

 

 

 

When I was a kid, living in a rural California farming community, we still shopped at the local “mercantile”, where pneumatic tubes rushed your money to an invisible banker, hidden in a vault somewhere in the attic of the turn-of-the-century corner store. I can only assume they were worried about six-shooter toting bandits holding-up the defenseless lady clerks, and making off with the daily proceeds from the Stetsons and Levi’s. 

We had another window on the world when the Sears and Roebuck Wish Book catalog arrived once per year, offering a limitless assortment of clothes and toys that we would never get to touch. When I got a little older, and less enthusiastic about kitchen playsets, I noticed a Spiegel catalog for the first time, and remember being enthralled with the sophisticated models in exotic locales and clothes that inspired me to want to grow-up to be very tall, and to live somewhere that I could actually wear such fine things.   

It seems that not all consumers have the same fond feelings about their catalog mail.  But, in defense of consumers who enjoy shopping through catalogs, and the companies relying on this marketing channel for revenue, industry members regularly meet to discuss ways to promote the business.

Recently, President and CEO of the Direct Marketing Association, John A. Greco Jr. attended the 25th Annual Conference for Catalog and Multichannel Merchants (ACCM) in Orlando, and has important news to report back to us in Seattle, including legislative activity, and upcoming changes to USPS pricing and rules that will affect catalog marketers as soon as March 2009.  Get your policies and budgets ready!

Catalogs are still huge business.  From Greco’s report: According to DMA's ongoing "Power of Direct Marketing" study, US catalog sales are forecast to hit $157.4 billion in 2008.  If that number holds, that would be an increase of 5.1 percent over last year's sales.  Moreover, US catalog and mail marketing, combined, continue to make up the largest slice of today's multichannel marketing pie. Yet, just this year, 15 Do Not Mail bills have been introduced in 12 states.  None of these bills have yet passed, which may be attributable in part to work done by the DMA in educating legislators about the impact of new legislation on consumers and the direct marketing industry.

The Direct Marketing Association promotes industry self-regulation and responsible marketing practices through many initiatives.  One such activity was the establishment of Mail Moves America (MMA), in 2006.   According to Greco, the MMA disseminates information about the positive impact of catalogs and other advertising mail, and ensures that legislative proposals are considered in a balanced light.

If you manage catalogs, or other direct mail campaigns in Seattle, and want to be up-to-date on legislation and consumer issues in your industry, check out the MMA web site: http://www.mailmovesamerica.org/. Information about current bills in Washington State can be found here, as well as info on how you can get involved in supporting the economic future of your direct marketing industry.

Another resource for promoting responsible marketing and self-regulation is the Direct Marketing Association Consumer Choice web site, at http://www.dmachoice.org/, where consumers can modify their own direct mail (and email) preferences with ease.

Catalog and multi-channel marketers are an important constituency for the DMA, and along with heavy hitting additions to the advisory board from organizations such as JCPenny, Spiegel Brands, Inc., and Crutchfield Corporation, a new portal has been added to the DMA web site just for this group of marketers.  Here you can find more information and resources, including news, white papers and networking opportunities: http://www.the-dma.org/segment/catalogersmarketers.

P.S. Speaking of the new USPS rules...working on a postage budget for next year? Get the most for your money and make sure your flat-size mail follows new addressing requirements, going into effect March 2009: http://edocket.access.gpo.gov/2008/E8-8621.htm.

Billed as “this year’s most informative exchange of ideas and information with marketing, IT, and operations experts from a range of industries”, the Authentication and Online Trust Alliance (AOTA) Summit of 2008 is coming up soon. This year, the Seattle Direct Marketing Association will be in attendance and is offering a great networking opportunity for members at this event. 

This season-ending event for the SDMA will take place June 4, from 5:30-8PM, at the Westin Hotel. Attendees can expect to mingle with industry leaders and visionaries working on issues such as building brand confidence online, secure e-mail, and the latest online marketing strategies. 

Behind closed doors we’ve been promised tasty food treats and cocktails, as well. So don’t miss out on this opportunity to connect with today’s online business leaders. SDMA members get a special price for this event of only $25, and space is limited. Registration is still available at this web site, through the Events page. See you there!

More information about the AOTA Summit 2008 is available at www.aotalliance.org/summit 

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At a recent Seattle Direct Marketing Association networking and learning event, representatives of the Parnassus Group presented on how to use social media in your Internet marketing mix. One of the topics they covered was how to monitor your organization’s coverage in the vast, vast Blogosphere. 

 

Due to a technical snag, attendees at the event weren’t able to view this part of the presentation.  But, our friends in marketing at Parnassus have created a quickie tutorial that can be viewed at their web site.

 

If you are a direct mail or email marketer, or any other kind of communications manager, and are not monitoring the Blogosphere because it seems too complicated, then this is good new for you!

 

These are easy-to-follow directions that can get you set-up to monitor any direct marketing (or other) news you want to follow in just a few minutes:

 

<http://parnassusgroup.com/2008/03/monitoring-the-blogosphere-with-google-reader-a-follow-up-to-the-sdma-presentation/>

It was standing room only on Wednesday night 11/7 for the Trends in Email Marketing event at The Bellevue Club.  ExactTarget sponsored, DRG offered free cocktails to attendees, the bar was humming and we had a who's who of Seattle and Portland marketers. A few board members relinquished their dining seats to accommodate the event guests.

 

A knock out panel of marketing experts spoke about email marketing:  Annette Barnes, Director of Email Marketing from Alaska Airlines, Stacy Bennett, Online Marketing Manager from Tommy Bahama and Cheryl Engelaer, Group Marketing Manager of Microsoft.  Our moderator Justin Foster, VP of Professional Services at WhatCounts assembled the panel and facilitated an in depth discussion.  

 

Our surprise guest was Craig Spiezle, Director of Online Safety from Microsoft.  I saw Craig speak about email deliverability at the first annual ExactTarget Connections conference in Indianapolis this fall and was really impressed—so invited him to join us.  Not only did he join us, but he co-moderated the panel!  (Note: ExactTarget was the sponsor of this event.)  

 

Craig is a founder and chairman of the Authentication Online Trust Alliance (AOTA) in addition to being the director of online safety at MS.  Although our event focused on trends, RFM scoring and more — it was great to have Craig talk about deliverability which is a huge part of email marketing today.

 

In the past email marketers knew the rules:  avoid spam words such as FREE in content and be diligent about list management.  But that's all changed.  Now what matters is your online reputation which is comprised of a number of factors.  Frequency and volume of emails sent, whether your IP is registered and most importantly the relevance of your emails.  

 

This means that getting content appropriate messages to the people who want them is what counts.  Even people who've opted in to receive your communications "junk" your mail when it comes more frequently than they desire or the content doesn't meet their needs.  The process of junking your mail, negatively impacts your reputation—and there's the challenge.  Your deliverability goes down and in the worst case scenario you're black listed. So segmenting into audiences is just a starting place.  You also have to sub-segment your audience into different types of recipients.  Don't continue to send emails to someone who never opens them.  Instead, perhaps send a survey, or email them less frequently.

Welcome to the first week of the SDMA blog.

My name is Cynthia Cruver and I’m the SDMA’s ’07-’08 president. Sharon Long Baerny of We Know Words, left the organization to me in good order at the end of her presidency last year. And not only that, she set up the new blog spot. (Thank you Sharon.)

In 2004, the national Direct Marketing Association (DMA) based in NYC cut loose its local chapters and a scrappy bunch of entrepreneurial DM professionals picked up the pieces and built a very nice organization. The difference? More relevant content for our regional market place that focuses heavily on new technology and DM techniques. The organization continues to evolve with 100% volunteer labor and offers fabulous direct marketing networking.

This year we set out to clear up a few misunderstandings about the SDMA and direct marketing in general. Direct marketers don’t just put paper in the US postal system—we use a variety of media to illicit responses—direct email marketing, paper, online and more. Email marketers are direct marketers. And, there’s a big difference between the DMA and SDMA.

The board repositioned the .org with the help of SDMA VP of Marketing, Stuart Gordon of the Hacker Group. (See new positioning statement at the end of this post.)

Before I close, here’s a little about me. My day job is as a partner and account executive for GCDirect, a boutique DM firm located in Seattle, Washington. Previous to this business I was a partner at Three a.m. Direct. I help B2B and B2C marketers generate new customers and maintain existing customers.

From a personal standpoint I love the SDMA because I always come away from the meetings with new information and new tools I can immediately use to help my clients and my own business. Meeting for dinner and drinks (rather than lunch or breakfast), makes the learning more fun and less pressured (i.e. don’t have to rush back to the office or a meeting and get to have a cocktail which is always nice!)

On November 7 we have an amazing set of marketers speaking about the latest in email practices from Tommy Bahama, Expedia, Alaska Airlines and Microsoft. Something for everyone with actionable items to take away and use immediately. This meeting is our first EVER east side event to be held at The Bellevue Club in Bellevue. Please join us!

A special thanks to Compendium for sponsoring the SDMA with their compended blogging ASP. Thank you Chris Baggot!

And here’s who we are today:

The SDMA connects area marketing professionals with new ideas and emerging technologies. It nurtures innovative thinking in all areas of marketing, including ecommerce, creative development, data and production. Frequently scheduled events feature prominent speakers on a variety of relevant and cutting-edge topics, as well as quality networking SDMA membership is open to all interested marketing professionals.