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BY HARVEYMARKOVITZ
The Lubin School ofBusiness at Pace
University offers stu-dents an experiential
learning opportunity—the InteractiveDirect Marketing Lab—on both its NYCand Pleasantville campuses.
The DMCNY has contributed to this suc-cess by contributing to thefunding of this program.With an initial grant from theLee Epstein Fund, I was ableto establish the IDM Lab in2007. It has grown fromthree founding students toover 30 today.
The student-run Lab pro-gram is not funded by theuniversity. Students workwithout credit or compensa-tion, taking leadership rolesin marketing projects for small businessesthat cannot otherwise afford to use a directmarketing agency. The IDM Lab also workswith various university departments tohelp them develop business opportunity.Some recent clients include the NYPD,Health in Haiti, BMI and Domino’s Pizza.
The IDM Lab is open to all levels and allmajors. Lab projects encompass thegamut, from research, to development ofstrategies and creative marketing mes-sages, through to the execution of cam-
paigns through various media. Interns aregiven the opportunity to apply all the skillsthey have learned while in school to real-life, real-time marketing challenges forclients.
As Lab participants graduate and enterthe workforce, we hear wonderful storiesabout how the Lab experience impactedtheir careers. With thanks to the DMCNYfor its ongoing support for the Lab, I amhappy to share some of these stories here.
I am a neuroscience specialist at aJapanese pharmaceutical company with afocus in mental health. Since graduation in2010, I have often thought back on the sup-port and guidance offered in class, and duringthe ECHO Challenge, and thank the IDM Labfor the direction my career has taken and mysuccess. —Betty Desta, Account Manager,Otsuka America Pharmaceutical, Inc.
As a member and manager of the IDMLab, I can tell you first-hand that the skills Ilearned there put me well ahead of my peers.
Direct Marketing Club of New York | www.dmcny.org
vol . 6 , i ssue 2 | June 2015
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
DMCNY Funds the Pace University IDM Lab:Stories of Success
DMCNYMember News
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.
Polaris Direct is the first in the U.S. toinstall the new Xerox Impika Evolutioninkjet pressto help bringpersonalizedm e s s a g i n gwith greatereff ic ienciesand scale totheir clients.Contact Jacqui Bergevine, AccountManager at 603-626-5800, ext. 118 [email protected].
Photo: Tom Lampognana, Judith Maloy, Cindy Perkins,and Joe Maloy at the ribbon-cutting ceremony.
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Fosina Marketing has founded anothersubscription business: Amora ArtisanTeas. Launching just in time for the sum-mer ice tea season, Amora Black, Greenand Herbal Teas are created by hand andshipped direct at the peak of freshness.(www.AmoraTea.com) Contact RaySchneeberger at [email protected] or 203.240.3932.
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Leon Henry, Inc., announces that contin-ued growth in insert media/mailing listbrokerage and management hasprompted a move upstairs to new quar-ters in the “old” Webb School inHartsdale, New York. Contact Gail Henry [email protected]. �
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June 2015 | 3
Editor: Ruth P. Stevens 212-679-6486 • [email protected] News Editor: Donna Baier Stein 908-872-1775 • [email protected] /Sponsorship Sales: Chris Montana 845-627-6600 x216 • [email protected] Director: Cheryl A. Biswurm 201-788-5347 • [email protected] by McVicker & Higginbotham, Long Island City, NY • www.mcvh.com
Letter from Our ClubPresident vol . 6 , i ssue 2 | June 2015
direct & digital newsfrom dmcny
OFFICERSPRESIDENTPam Haas - Experian Marketing Services401-272-0175; [email protected]
1ST VPChristopher Montana - LiftEngine845-627-6600 x216; [email protected]
2ND VPPaulette Oliva - MeritDirect914-368-1010; [email protected]
TREASURERArthur Blumenfield - BMI Fulfillment Services203-546-5584; [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 Services203-546-5581; [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]
Sharron Mahoney - Infogroup914-844-2104; [email protected]
Karen McCarrol - Trimark Consulting Group416-698-2243; [email protected]
Keith Messer - Data Services, Inc.646-351-6351; [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]
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]
Pegg Nadler - Pegg Nadler Associates, Inc.212-861-0846; [email protected]
Dear DMCNY Members,
2015 is a year of innovation and transition for DMCNY. Our luncheons and evening net-working events are well attended, our membership remains steady, and our program-ming continues to evolve.
As we continue to offer these excellent benefits, we are in the process of undertaking astrategic planning initiative for the club. Thanks to members for taking the survey wesent out recently. It’s vital to hear from YOU, our members, to enable us to continue togrow and innovate.
Speaking of innovation, we launched the Young Leadership Group in April, with a net-working event attended by “40 under 40.” This group will be led by SamanthaBraverman, manager at Winterberry Group. We would like our members to recommendtheir colleagues and friends who are under 40 to get involved, so please send your sug-gestions to Sam: [email protected]. More to come on this “club withina club” in the upcoming months.
Be on the lookout for the announcement of the 2015 Silver Apple honorees over thesummer. The Past Presidents are at work already, reviewing nominations and goingthrough their selection process. The Silver Apple Awards Gala will take place onNovember 12th at The Edison Ballroom.
Enjoy your summer vacations, and we look forward to seeing you at our August 13 golfouting and our next luncheon on September 10th.
Cheers!
Pamela Haas, DMCNY President
For more information about the Direct Marketing Club of New York, membership information,event dates or registration, visit www.dmcny.org.
Find DMCNY on:
4 | June 2015
BY GARYHENNERBERG
It’s 2015, and time toreflect on how to
recharge our direct mar-keting approaches and
strategies. If your 2014 results were disap-pointing or, worse, a decline from the previ-ous year, here are three charges to examineand consider for 2015. But I should warnyou: If you’re a long-time direct marketerlike myself, accepting some of thesecharges might not come easily.
Cultivate Your PlatformLong-term success is a result of creating
a platform of raving fans, prospects andcustomers. If you haven’t already, reexam-ine your organization’s persona—howyou’re perceived—in the market. You canbuild your organization’s persona withcontent marketing tools such as produc-ing videos, writing blogs, and engaging
both existing and prospective customersvia social media. Even direct mail caninclude a content writing component withreports, research, and long-form, content-rich letters.
As direct marketers, we’ve had itingrained in us for generations that everymarketing effort we use must deliver ameasurable response. Cultivating andinvesting in the development of a platformof prospective customers, before making asale, is counter to the culture of direct mar-keting.We expect every marketing effort toproduce a measurable result.
A challenge is accepting that contentmarketing, which normally doesn’t delivera measurable sales response, does in factcontribute to long-term success. Asprospects comb the Internet, you mustmeet them where they are—whether it’s attheir mailbox, filtering through email, read-ing a magazine, watching TV, or onlinewhile checking social media, viewingvideo, or multi-tasking all of the above.
How Do You Make Them Feel?After you meet your customers where
they are physically, you must engage thememotionally using a methodical creativeprocess that tracks what is happening intheir mind.
I charged you with looking at your orga-nization’s persona. Now, consider the per-sonas of your prospects and customers.Your knowledge of who they are dictateshow to stir emotions and calm the mindwith your solution’s message. By establish-ing who you are with your position—yourleadership and unique selling proposi-tion—and using storytelling, you canembed new memory grooves. When thetime is right, you interpret your offer for themetaphorical “left brain” part of the mind.The tipping point comes when you intensi-fy the desired emotional “right brain” feel-ing so they give themselves permission torespond.
As you consider how to create feeling in
Three Charges for Direct Marketing in 2015
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www.dmcny.org | 5
Pace University(continued from page 1)
Account management, project manage-ment, delegation, leadership and networkingare just a handful of the skills that I had achance to develop and refine before I leftschool. —Enrick Garcia, Customer SolutionsManager, WhiteWave Foods Company.
The IDM Lab opened up doors to HVDMAand DMCNY events with professionals in myfield. It was at these events where I met myprofessional mentors—and current bosses—Keith Huntoon and Chris Montana, ofLiftEngine. I would literally not be where I amtoday if it was not for this experience. —JeffCracolici, Marketing Coordinator, LiftEngine.
Pairing classes with the Lab is the combina-tion that helps students stand out. The classesdevelop strategic thinking, while the lab pro-vides a platform for students to be hands-onand apply their learnings to actual clients.Thisgives students a solid talking point whenspeaking with potential employers, becausethe lab at its core is a media agency startup. Ithas certainly helped me become a valuableteam member in my career. —Maddy Lau,Marketing Director, AHA Life.
The IDM Lab and Lubin could not havebetter prepared me for my career in advertis-ing. The skills I learned from our IDM work,from working with clients, to networking inthe DMCNY, to research, to final plan devel-opment have allowed me to succeed andoutshine many of my colleagues at work. Iwent from working behind the scenes tomanaging client calls every day. I now workas an intern supervisor. The students thatcome in learn quickly, but are missing manyof the skills I began with, thanks to the Laband my studies at Lubin. All in all, I wouldn’tbe half as successful without the skills Ilearned at Pace. —Kim Weiss, Y&R DirectAccount Manager, Dell, Intern Supervisor.
The IDM Lab provides an invaluable oppor-tunity for students to hone their strategic mar-keting skills in a supportive and entrepreneur-ial setting, and also develop the necessaryskills of effective teamwork, project manage-ment, and professionalism. After graduatingfrom Pace in 2010, I spent years in NYC work-ing in digital and direct marketing for iconic
retailers such as Brooks Brothers and SaksFifth Avenue. I am now the communicationsand marketing manager at Historic HuguenotStreet, a national historic landmark district,where I direct and develop the organization’smarketing, including advertising, press rela-tions, and social media. —Kaitlin Gallucci,Marketing Manager, Huguenot Street.
IDM helped me not only develop the confi-dence it took to join Sprinklr, but it helped mebetter understand what I wanted to do in theprofessional world. I took that experience andunderstanding, and used it to initiate anddevelop the role of solution consultant. I usedskills I gained through Pace and my IDM expe-riences to shape the techniques and practicesSprinklr uses to demonstrate its technology toperspective clients today. —Rob Coulombe,Solution Consultant, Sprinklr. �
Harvey Markovitz, clinical professor of mar-keting at Pace’s Lubin School, can be reachedat [email protected] and @harvey-markovitz.
6 | June 2015
www.dmcny.org | 7
BY VINCENTPIETRAFESA
For ten of my 14 yearsin direct marketing,
I’ve had the pleasure ofbeing in a client-facing
role. For six years, I have also been a stand-up comedian, a role that has helped mebecome a more effective communicatorand public speaker.
Last October I had the honor of servingas the Master of Ceremonies for theDMA14 conference in San Diego. Perhapsyou saw me in action. That gig was myfirst experience putting my personal andprofessional worlds together. I loved it,and I learned a lot.
So I thought I’d share with you five tipsfor public speaking, which I have learnedfrom comedy and sales.
Do your research. WhetherMC’ing an event or presenting
to a single client, try to under-stand as much as you can about thatorganization. This is much easier nowthan it was when I first started in our indus-try. There is a wealth of information on theInternet, so use it.
Always try and address a roomas if you’re having an intimate
conversation with an individ-ual or a small group. When I looked outat that DMA audience of several thousandpeople, I admit, I was pretty overwhelmed.But when I reminded myself that I was justhaving a conversation, it made all the dif-ference. Of course, it helped that my firstjoke hit the mark!
Read the room. Whether at acomedy club or a client demo,
pay attention to how your audi-
ence is reacting to the presentation andcontent. If you see that they are less inter-ested in a certain set of products or topics,shift gears and move to another area offocus. In a comedy club, if you lose theaudience, watch out—they’ll start heck-ling you.
Set an expectation. Right upfront, I like to introduce the top-
ics, along with the time the pres-entation will last. I get specific, for exam-ple,“Today we will discuss our five productofferings, covering 12 slides, taking 45 min-utes, with 15 minutes for questions at theend.” There is nothing worse than an audi-ence that doesn’t know how long a presen-tation will be.
Fess up. If you really don’tknow the answer to something,
don’t try and fake your way outof it. It’s okay to say you don’t know, takethat person’s contact info and get back tothem with a follow-up call or email. Thisonly works if you actually follow up, soplease make sure you do.
Those are five tips that come to mind,but I do want to add one pet peeve I havein presentations. I advise presenters toavoid beginning an answer to a questionfrom the audience with “Great question.”To me, this implies that some audiencequestions are better than others, and maycause hurt feelings in the group. Justsomething for you to consider.
Happy speaking, and happy selling to all.�
Vincent Pietrafesa is Director of BusinessDevelopment at BusinessWatch Network, aproud board member of DMCNY and the ris-ing-star comedian Vincent James. Reach himat [email protected].
A Stand-up Comic in the Worldof Sales: Five Tips for Public Speaking
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your selling message, heed this quote fromMaya Angelou: “I’ve learned that peoplewill forget what you said, people will forgetwhat you did, but people will never forgethow you made them feel.”
Make your customers feel good andconnect with them at a level they willalways remember.
Monetize StrategicallyWith the charge to cultivate your plat-
form and intensify the emotional feeling inyour creative processes, never lose sight ofthe need to generate revenue. Your effortsto create fans and followers must have anendgame plan that moves them tobecome paying customers.
One challenge, for example, is measur-ing the value of content marketing in thetotal marketing mix of positioning leader-ship, establishing authority and buildingtrust. It may mean that you have to look atthe total effect of your numbers in a differ-ent way. Your budget may have to blend inthe cost of marketing efforts you can’t trackand average out a cost per order based onall activity. Perhaps you carve out a sepa-rate budget for content and other hard-to-track efforts. You might look at those costsas a branding expense or as part of over-head.
Whatever makes sense in your organiza-tion, 2015 may be the time to view sometypes of marketing activities as contribut-ing to your overall success without specificattribution to a sale. By my own admission,as a classically trained direct marketer, thishas been a tough concept for me to accept.
Your success includes the charge tobuild and cultivate a platform. The chargeincludes communicating a deeper, morecerebral approach that impacts memoryand swells the emotional feelings insideyour prospect’s and customer’s mind. Andthe charge for 2015 suggests that to cal-culate bottom-line profitability, you mayhave to rethink how you budget andmonetize. �
Gary Hennerberg is a veteran direct market-ing copywriter and analytic consultant.Reach him at [email protected] and@GaryHennerberg.
Three Charges(continued from page 4)
DMCNY 2015 UPCOMING EVENTS June 10—Evening Networking: PS450 (450 Park Avenue),6:00-9:00 pm. No program – just a great time with good people.Bring a client or colleague.
August 13—10th Annual Jim Prendergast Direct Classicgolf/summer outing: Brynwood Golf Club in Armonk, NYwww.dmcny.org
8 | June 2015
www.dmcny.org | 9
Do You Have Chemistry With Your Customers?BY TRISH WEND
Have you heard aprospect say somethinglike, “I chose The ABCGroup because we likethem. And, of course,
they’re smart.” Or maybe you’re seen acustomer comment like this:“OMG, I totallylove Chanel. Their clothes and bags are todie for!”
Businesses decide, consumers buy, vot-ers choose, brands and candidates triumphbased on good chemistry – that feeling weget when everything connects just right.When the chemistry is bad, nothing getsdone. In fact, most sales failures can proba-bly be blamed on bad chemistry.
Chemistry is a feeling, but it originatesinside your head. It’s based on how you seethe world around you, how you processwhat you see, and what you decide to dowith it next. Specifically, chemistry is a func-tion of your personality type.
Research pioneers Carl Jung, Isabel
Briggs Myers and David Keirsey deter-mined that our personalities evolved natu-rally over millions of years. Personalities canbe classified into four types. While selling,networking, or even on a date, sensationalchemistry can happen when your typeclicks with another type. But if you don’tclick, what follows can become a difficult,almost painful encounter. People don’t dobusiness with—or date—people theydon’t like and trust.
Building chemistrySo how do you build the “just right”
chemistry with your prospects? And howdo you increase the chemistry you havewith your customers?
First, keep in mind that only some ofyour prospects and customers will havethe same personality type as you. Youprobably already have chemistry withthem.To create chemistry with the rest, youmust speak to them in the style and withcontent that suits their personality type.
What one type likes, another type dis-
likes a lot. In your marketing, you will getbetter results if you segment and targeteach personality type.
The four personality typesThe Thinker personality type (46% of the
population) is traditional, thoughtful andmethodical, well organized and lovesdetails. Masterminds (14%) are bottom-lineoriented, think about possibilities, are busi-nesslike and do not respond to emotionalappeals.
The fun-loving Olympians (23%) areimpulsive and generous, like to be first andwant to make an impact. Diplomats (17%)like to help others, and they get gratifica-tion when they do. These are “feeling” peo-ple who respond to an emotional presen-tation.
Personalized campaigningImagine this: Moments after abandon-
ing a shopping cart you receive a triggeredemail that tells you exactly, based on the
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10 | June 2015
www.dmcny.org | 11
preferences of your personality, somethingappealing. Perhaps you are offered a high-value bonus for fast action, or a scarcityplay, or a discount, or additional details, orbuyer testimonials on your selection. Thiskind of personalized follow-up can turn theabandon into a sale.
Or let’s say you’re selling wine to yoursubscriber list of 50,000 customers. You’dwant to send the busy Masterminds theprimary characteristics of the featuredwines, perhaps in bullet point format so theinformation is easy to digest. You’d sendthe Thinker detailed reviews on each bot-tle. Olympians would relate to the aspira-tional qualities of a wine and would wantreassurance you’re selling them the best.And the Diplomats would like a back-ground story on the winemaker and hisfamily. Sell the wine to all four types in thesame way at your own peril.
To create winning chemistry with yourcustomers, think about customizing yourmail and other solicitations to their person-alities. Many smart companies are usingthis kind of segmentation already and findthat adding personalization builds sales. �
Trish Wend is EVP of The Quant Method,which identifies the personality types in theclient database and prescribes targeted con-tent to increase engagement and drive pur-chase behavior. Reach her at [email protected] or @QuantMethod.
Please tell us a bit about EthnicTechnologies and its services.
Ethnic Technologies is at the nexus of thedigital, social media and mobile revolutionin marketing, and a parallel demographicrevolution as the Millennial and multicul-tural populations become important audi-ences for today’s marketers. With over 40years of continuous multicultural ethnic,religion and language preference research,we’ve been able to create the market’s lead-ing multicultural marketing data and soft-ware. We connect our customers withvaluable new and diverse consumers.
How did you get into direct marketing inthe first place? Please tell us somethingabout your career.
I graduated from the United States NavalAcademy. After spending some timejumping out of helicopters and other air-craft, the Navy sent me to MIT, where I com-pleted graduate degrees in ElectricalEngineering & Computer Science andOcean Engineering & Naval Architecture.Later they sent me to get my MBA atHarvard University. I spent most of mytime in the Navy in Nuclear SubmarineDesign, Engineering and Acquisition.
I “retired”from the Navy as a Captain andwas fortunate to receive some great joboffers in a variety of industries. However,the one that intrigued me the most was anopportunity at Acxiom, because it lever-aged my background in technology as wellas business. Almost ten years ago, EthnicTechnologies was looking for a CEO, and Iwas blessed that they asked me to jointhem.
Ethnic Technologies has long been anactive supporter of DMCNY. What moti-vates you to invest time and resources inthis?
The Direct Marketing Club of New York isan invaluable resource to our company,and many other leading firms in marketing,advertising and technology. By participat-
ing in DMCNY events, our team interactswith new and existing networks of peopleto both grow our business and stay at thecutting edge of industry innovations. Theclub is all about thought leadership.Staying “plugged in”with the DMCNY helpsus develop the multi-dimensional solu-tions that our customers need to be suc-cessful today.
Congratulations to your team memberLisa Radding on her being named aRising Star in direct marketing this year.How does Lisa’s honor reflect on yourcompany?
We are so honored that Marketing EDGEselected Lisa Radding as a Rising Star thisyear. Lisa joined Ethnic Technologies rightout of Syracuse University. We firmlybelieve that having an extremely diverseteam really helps us continuously improveand perform at the highest levels. The onlycommon traits we look for are ability andwork ethic.
Lisa herself is a great example. Lisa is anextremely capable “linguist” who becamean expert in multicultural marketing andits digital applications by growing with theother members of the diverse team atEthnic Technologies. Lisa also leads ourefforts at Ethnic Technologies to workclosely with students and young profes-sionals from Marketing EDGE, Harvard, NYUand other local colleges, enabling them toapply their expertise to today’s marketinginitiatives.
The Rising Star award from MarketingEDGE recognizes Lisa’s achievements aswell as Ethnic Technologies’s commitmentto education, diversity and developing thenext generation of marketing leaders.
The list business is changing rapidly.What are your plans for EthnicTechnologies over the next several years?
Ethnic Technologies is a data- and soft-ware-centric company, with a multi-chan-nel approach that allows us to succeed in
DMCNYMember Profile
Ruth P. Stevens talks with Zachary Wilhoit,CEO of Ethnic Technologies.
the list, digital, social media and mobilespaces. Millennials, and even the majorityof Gen X, prefer their interactive marketingvia digital applications. Our multi-channelapproach lends itself perfectly to multicul-tural consumers as well, who also prefernew and next generation technologies. Tothat end, we continue to expand our prod-uct suite to fit into not only the traditionallist environment but also new and innova-tive marketing vehicles. �
Ruth P. Stevens, a B-to-B con-sultant and educator, is apast president of DMCNY,and is current editor ofPostings.
Chemistry(continued from page 9)
