Drew Stoppels Leaves Post as CADM's Membership Services Manager

For those CADM members (and anyone else) who visited this Blog over the past year, you have seen the fine work and creative talents of Andrew C. (Drew) Stoppels, CADM's Membership Services Manager since June, 2008. His last day with CADM is today, June 25, 2009, as he is moving to California with a friend after a summer stop in his home state of Michigan. He will be missed...

Drew was passionate and committed to keeping CADM's Blog up-to-date with fresh information, new photos, and relevant links, all with a sense of professionalism and class. He embraced the challenge to add this Blog to an existing array of CADM's communication vehicles, and he always prioritized items important to our members. And our members noticed.

The Blog updates were just one of Drew's myriad responsibilities on staff, as many came to know him as the smiling face who first greeted them when they arrived for an event. Always charismatic, polite, professional, and caring, Drew warmly welcomed members and guests to events, asked about their businesses, and offered to help in whatever way he could. He also was the first voice members would hear when calling the CADM office -- again, always sincere and rich with "customer service" -- ready to answer a question or provide needed information.

As CADM's executive director since 2001, I have had the privilege to work with many talented staff members over the years. Each of them valued the relationships they were able to build with CADM members and volunteer leaders during their tenure, but Drew truly relished in getting to know our members and finding ways to be helpful to them. I think it will be the legacy he leaves at CADM -- whether its sales, marketing, or even nonprofit association management...it's all about building and fostering meaningful business relationships.

On behalf of CADM's Officers and Board of Directors, and on my own behalf, I wish Drew Stoppels the very best as he continues along his own journey leading to a promising future and successful career and family. Thank you, Drew!


George Buckley
CADM Executive Director
June 25, 2009

Attention all Golfers: CADM's Annual "Country Club Day" tees off July 24th at Indian Lakes Resort....

CADM's annual "Country Club Day" golf outing to Indian Lakes Resort features a shotgun start golf tournament followed by a Texas-style barbeque. This CADM tradition is designed as a social event to network with fellow CADM members and entertain clients in both the direct and interactive marketing realms. Lots of prizes will be awarded throughout the action-packed day and members should note that this outing has traditionally been one of the most popular days on the CADM calendar and space is limited, so early registration is recommended to avoid disappointment. Foursomes are always welcome, but not necessary, so therefore please feel free to register one, two, or three people, and we’ll group you in a foursome for networking! Further details about the Day are below:


When: Friday, July 24, 2009

7:00 a.m. – Continental Breakfast (arrive early and meet colleagues!)
8:00 a.m. – Shotgun Start


Where: Indian Lakes Resort – 250 West Shick Rd. – Bloomingdale, Illinois

Phone: 630.529.0200

Cost: Golf Package (inc. BBQ lunch) $160 (per person)
BBQ lunch only $55 (per person)

Sponsors: Sponsorships from $150 to $3,000 are still available – call George Buckley (312- 849-2236 ext. #25) at CADM for options, and join American Marketing Services (Key Event Sponsor) in supporting this CADM tradition!

Overview of CADM's June 2009 Lunch & Learn, "Are you Ready for Web 2.0?"

CADM's June 18th Lunch & Learn, "Are you Ready for Web 2.0?", which aimed to address the looming Web 2.0 question 'How can we monetize the social networks and effectively track our ROI?', was a great success according to the lunch's 25 interactive and direct marketers in attendance. Speaker Jon Morris of Rise Interactive spoke about this question by discussing the following sub-questions: 1) What industries can effectively market their offering via Web 2.0? 2) When should one consider a Web 2.0 campaign? Does Web 1.0 have to be mastered first? and 3) What type of return can we expect after investing in a Web 2.0 marketing campaign? Mr. Morris' presentation provided a general interactive overview of defining social media, various social media strategy implemented in corporate (i.e. compelling content, audience engagement, and CPA), tactics utilized, such as blogs, e-letters, micro-blogs, wikis, social bookmarking sites (i.e. Digg, Mixx and Delicious) and finally online forums which B2B and B2C firms are now employing to increase ROI and customer retention. Morris' presentation ended with a brief period for additional networking, and question-and-answer session, as well as some time for attendees to interact with the luncheon's generous sponsor, Yesmail.

Call For Nominations: 2009 Pat Wheelless Award for Outstanding Mentorship

The CADM Pat Wheelless Award for Outstanding Mentorship honors an exceptional mentor in the Chicago direct marketing community – one who has had a very great impact and who embodies a spirit of generosity in advancing the careers of other direct marketers. The award is named for CADM Past President Pat Wheelless, its first recipient in 2001, to honor and perpetuate the example she set as a mentor to so many in CADM and Chicago's DM community. Nominees must be current or past members of CADM, and must be nominated by an individual who has benefited from or who is directly familiar with their mentoring. Do you know a worthy recipient? For a nomination form and instructions/guidelines, please email CADM's Executive Director George Buckley at gbuckley@cadm.org or call CADM’s headquarters at 312.849.CADM (2236) ext. #25.

Past winners are: Pat Wheelless (2001), Bob Stone (2002), Betty Warden (2003), Kevin Leo (posthumously, 2004), Suzanne Ridenour (2005), and Randee Monitz (posthumously, 2006), and Meg Goodman (2007.)
Completed nomination forms are due at CADM no later than Monday, August 17, 2009. Please be sure to obtain the nominee’s agreement before nominating a candidate. The Wheelless Award may be given only when a deserving recipient has been identified by the judges and may not be given in all years.

Professor Susan Jones asks Bill Oechsler for insights on branding in a multi-channel world

Note: The following is an excerpt from June/July's 2009 Ask the DM Experts column by Professor Susan K. Jones, of Susan K. Jones and Associates:

Q. In today’s world, direct and interactive marketers need to be concerned about branding – it can’t be relegated to what we used to call “general advertisers.” Can you share some insights on branding in today’s “brave new world” of media choices?

A. To answer this question, I’ve called upon Bill Oechsler, President of Xler Consulting. After stints at Leo Burnett, Hanon McKendry Advertising, and Zondervan Publishing, Bill now heads his own consulting business focused on marketing and branding.

When I asked Bill to comment on this topic, he started with a general overview of the current communications situation. Consumers – whether buying for their personal use or in business – are “bombarded and blanketed by thousands of messages and opportunities to connect with brands, products, and services,” Bill says.

He adds that there are more than 90 channels for communicating and connecting with customers in today’s world – and that number is growing all the time. These channels include: familiar general advertising ones such as broadcast TV, cable TV, and billboards; traditional direct marketing ones such as telemarketing, direct response television, and direct mail; and, online examples such as search engine marketing, web sites, and video-on-demand.

These messages may be delivered through:

· One-Way Mass Communications – creating awareness and allowing for information sharing
· Two-Way Direct Communications – focused on the consumer’s consideration and building toward preference
· Experiential Communications – involving action and relationship building

Personal Communications – tribal affiliations (such as the “Starbucks tribe” or “Apple tribe” of brand evangelists) and advocacy

Branding Online and Offline:

As a basic how-to for ensuring that your brand is optimized both online and offline, Bill makes these suggestions:

- Solidly Position Yourself in a Meaningful Way – what unique benefit(s) do you bring to each customer segment you serve?
- Clearly Differentiate Yourself from Others – is this benefit something that your customers truly value over the competition?
- Creatively Communicate Yourself via Sight, Sound, and eMotion – use all media appropriately and creatively, and engage the emotions of your target market
- Become More Insights Driven, Brand Focused, Consumer Centric – constantly monitor all sources of insight and act upon them with integrity
- Move From Features & Benefits to Experiences & Affiliations – strive to become a vital part of your customer’s life – a “member of the family” – not a low-involvement “product of convenience”
- Be Media/Solutions/Device Neutral and Savvy – understand your customer and communicate with them in their media of choice

"Ask the DM Experts” is a monthly adMarks feature. Professor Susan K. Jones draws on the knowledge of CADM members and other authorities to answer your questions – so tell her what you want to ask the experts! Send your questions in care of George Buckley at CADM: E-mail: gbuckley@cadm.org; Fax: 312.849.CAFX (2239).

How to stay ahead of the curve regarding Web 2.0...

CADMers:

Are You Ready for Web 2.0?

No matter what communication medium one is listening to, viewing, or surfing as of late, we are constantly requested to engage with celebrities, companies, and causes through Twitter, Facebook, and a host of other social networks. These sites have amazing volumes of traffic, meaning that they provide easy access to hundreds of millions of consumers. The looming Web 2.0 question is how can we monetize the social networks and effectively track our ROI? In order to answer that question, we must first address a few sub-questions.

1) Which industries can effectively market their offering via Web 2.0?
2) When should one consider a Web 2.0 campaign? Does Web 1.0 have to be mastered first?
3) What type of return can we expect after investing in a Web 2.0 marketing campaign?

Jon Morris, Rise Interactive CEO, will address the above questions and more during this Lunch & Learn event on June 18th. This event is limited to 30 members of CADM's Interactive Marketing Special Interest Group (SIG).

What: “Lunch & Learn” Interactive Marketing SIG Event

Presentation: “Are You Ready for Web 2.0?”

Speaker: Jon Morris, CEO, Rise Interactive
Hosted by: Interactive Marketing SIG

When: Thursday, June 18, 2009
12:30 p.m. Box Lunch and Program

Where: Suite # 700, 203 North Wabash (Lake & Wabash)

Fee: Free for active members of the Interactive Marketing SIG

To register: Call Drew Stoppels at 312.849.CADM (2236) ext. #21 or visit
CADM’s web site at http://www.cadm.org/

CADM's 2009 Tempo Awards ceremony was a success!

Note: The following is an excerpt from Ms. Rosalie Harris' press release of CADM's 2009 Tempo Awards' winners. Ms. Harris may be contacted at the following: Rosalie Harris - (312) 642-2163 - rhcs@aol.com.

Chicago’s Fathom Communications took home the “best of the best,” the Past President’s Award, at tonight’s 38th annual Tempo Awards ceremony, sponsored by the Chicago Association of Direct Marketing, held at the Museum of Contemporary Art. The agency, which focuses on the integration of brand, online, CRM and dealer marketing, won for its International Advantage® Customer Loyalty Program for International Truck, directed to small-to-medium fleet customers. The entry won first place for marketing results in the loyalty/frequency marketing category.

The 2009 Jay Gondelman Award for Innovative Achievement in Electronic Direct Marketing was won by The Marketing Store, headquartered in Lombard. The web site the agency developed for Shell rolled out in 2008 as an online and in-station summer promotion, during a “season of anxiety” for gasoline companies and consumers. The entry, “Win $2900 Every Day Giveaway,” took first place for marketing results in the Web Sites category.
The 2009 Multicultural Marketing Award, formerly the Hispanic Marketing Award, went to Aspen Latino Marketing Services, West Chicago, for an innovative digital gaming experience for Miller Lite. The entry did not take an award in the general competition.

Because production services are key to the success of direct marketing programs, the 2009 Tempo Committee created a new award, the Innovation & Excellence in Print Production Award. Its first recipient is Diamond Marketing Solutions, Oak Brook, whose creative fundraising appeal for Creighton University provided entrée to young alumni on the path to longtime giving. The entry took a second-prize award for creative achievement in the Nonprofit Direct Mail category.

In all, CADM President Scott Reeves presented 34 first-place Tempo trophies. In addition, 40 second- and 38 third-place certificate-winners were recognized, all for work produced between October 1, 2007, and December 31, 2008. Dozens in Chicago’s direct marketing community judged entries in 17 categories, rating both creative achievement and marketing results. For the second consecutive year, the competition was chaired by Joe DeCosmo, vice president-analysis and consulting, Allant Group, Naperville.

The Marketing Store won 24 awards overall and eight first-place awards, closely followed by Rodgers Townsend of St. Louis, which received 21 awards overall and seven firsts. Draftfcb won 14 awards overall and five firsts. Fathom Communications won six firsts.