#CADMmobile*

#CADMmobile*

Yesterday, CADM held Results2012: Mobile Marketing Day and it was a smash hit! I wanted to give you some of the highlights right away.

It was jam-packed education, insights, and practical experience-sharing at its best. Session formats varied from individual speakers to panel discussions and provided both theory and tested tips. A few of the many Symposium TakeAways:

• “Mobile First” Mobile considerations are not optional - consumers want information to keep up with them.

• Mobile is for everyone – not just the big brands.

• Mobile is not a channel – it weaves through all channels.

• Strategy First - technique or technology should never supplant a comprehensive marketing plan.

In CADM’s new symposium format, speakers were available before, during, and after their individual presentations and actively mingled with attendees between sessions. In fact, there were great impromptu offline discussions given the access attendees had to mobile industry experts. Our Microsoft headquarters downtown location fostered a roll-up-your-sleeves learning atmosphere for stronger learning. This was impactful education.

All sessions were videotaped for future reference. We’ll be posting some session summaries in the coming weeks. If you haven’t already, subscribe to CADM’s Youtube Channel so you’ll know as new information is released.

“Mobile Marketing Day energized me and was one of the strongest industry-wide events I have attended. I learned cutting edge technology from impressive speakers and though my background is in direct mail, I was excited about the power of mobile marketing to enhance ALL marketing channels, including print. I can definitely apply this new information to my customers’ needs today!”

Holly Harle, Diamond Marketing Solutions.

See what others had to say too, by checking out the Twitter stream around the event yourself – #CADMmobile.

This was an energetic conference, filled with the information you, our CADM Members, demand. Please keep your comments and suggestions coming! We’re listening and improving the way we deliver content so you gain the tools to be an even more successful direct marketer!

Sincerely,

Frank Roman

P.S. Mobile Marketing Day’s success is thanks to your suggestions. Please keep them coming. CADM is committed to providing the content you’re demanding - when you want it and how you want it.

P.P.S. Check out the Twitter stream from yesterday’s symposium. You can experience for yourself the energy the day created! (#CADMmobile)

I love my Smartphone.

I love my Smartphone.
I didn’t always, yet it and I have come to an arrangement. And I think the main hold up was me.

Like many of you, I can be a creature of habit. I had my iPad, my laptop and my Smartphone (iPhone). I could check email on my phone, yet all these devices weren’t as integrated as possible. I found myself working harder to incorporate the devices into my personal and professional lives while maintaining many of the manual processes that had heretofore served me well.

And then I made a simple and life-changing decision.
I decided to use my iPhone for as many of life’s demands as possible. Because I’m just plain tired of lugging all my stuff around with me. I’m rarely at home or in the office – more likely, I’m on the move. And I ALWAYS have my iPhone with me, just like almost all of you do too.

I know that my iPhone won’t be able to do everything.
• I don’t have the patience to read large amounts of information on the tiny screen.
• There isn’t always good wireless access around when I need it.
• I appreciate certain information delivered in a more physical format.

And I know I’ll need to adjust my expectations as well. I’ll probably have to approach tasks differently than I do in my laptop-with-full-keyboard-and-pencil-&-paper world. And given the opportunity to adjust my expectations, I’ll want to adjust them up (of course!) – demanding even more tailored information and services. I plan to work, research, document, and connect with my friends, the businesses I buy from, my associates, or the charities that I support – where and when it is convenient for me.

And I’ve begun my technological journey just in time! With Results2012: Mobile Marketing Day on April 12th I’ll be able to continue my own education – as a Marketer, a Business Owner and as a Consumer!

I welcome all advice you are willing to share with me to more fully integrate my iPhone into my personal and professional lives!

See you at Microsoft’s office on April 12th for Results2012: Mobile Marketing Day.

CADM Means Business

Whether it’s our Programming, our Member services or our Events, the CADM Board of Directors continually works to ensure you can leverage the maximum benefit from your CADM Membership. We review all aspects of the CADM Member's experience, looking for stronger programming or greater efficiencies so CADM remains strong and vibrant to provide the services you, our Membership, demands.

To that end, I want to tell you about the transition CADM is launching to better adapt our structure to your needs. Starting on March 1, 2012, Glenda Sharp will be our new Association Manager. Glenda brings to CADM more than 20 years of association management experience. She has participated in the running of the 10,000 member Section of the Family Law division of the American Bar Association, and has served as DuPage County Bar Association Executive Director for nine years. We believe that Glenda’s experience and abilities will allow CADM to remain flexible and provide the depth of CADM services while maintaining our strong educational and networking programs.

And while CADM parts ways with The Sanford Organization (TSO), we do so secure in the knowledge that TSO has been a dedicated partner in our development. Through our dynamic partnership, we have strengthened programming, event logistics, and planning. Joyce Mandel, Kim Collins, and Amanda Fortman have constantly provided suggestions on improving the delivery of member benefits many of which have helped us achieve greater efficiencies throughout the process. We thank them for their help over the past year. CADM now has stronger policies and methodologies because of our association with TSO.

Over the past year, CADM has developed a strong Volunteer Corps, which is providing enhanced value to our membership. Our Volunteer Corps is providing great leadership opportunities for our members looking to enhance their careers through greater participation within CADM. Many CADM Members have learned new skills or sharpened existing ones through the research, team building, and program implementation that our many events and programs provide. CADM Members are life-long learners.

And CADM does mean Business. We are always looking for innovative opportunities to strengthen services,reduce costs and improve Programming. We are very serious about providing you, our Membership, with the best direct marketing professional association services in the country.
As always, I am available to field any questions you may have about this transition. And please keep your good ideas and your offers of help coming -- your engagement is invaluable!

Sincerely,
Frank Roman, 2011-12 CADM President

P.S. Be sure to say hello to Glenda soon. She’s looking forward to meeting you!

P.P.S. CADM’s dedication to You, our Membership is stronger than ever!
Don’t miss the April 12th Mobile Marketing Day. It’s our 1st Annual, and fellow Board Member Mickey Alam Khan has a stunning line up!

Are we saying Thank You enough? Actually, to be more accurate, are we communicating Thank You enough?

For this month of Thanksgiving I would like to discuss the most basic and powerful of your communications. Your Thank You messages.

Are we saying Thank You enough?

Actually, to be more accurate, are we communicating Thank You enough?

There’s a real difference between merely saying it and communicating it. You see “Thank You” is more than a phrase of eight letters and space that we can conveniently tag on to the end of a sentence or insert here or there in our base message to current, prospective or lapsed customers. Customers are pretty smart and respond best to sincerity, and they can spot authenticity in an instant.

Ask yourself whether you think your Customers FEEL “Thank You” from your messages. Not just one or two … I mean every message.

Make sure your authentic appreciation shines through every touch point you have with your Customers. Don’t let formatting, color printing, or use of emerging technologies distract you from having sincere appreciation in your messages. Don’t get me wrong, I’ve seen many messages and advertisements that are produced with the latest in “window dressing” --- full color printing, multi-channel deployment, and innovative formats. These messages work because the basic message was strong.

Take a look at your welcome messages, your acknowledgment messages, in fact all your messages. And remove the phrase “thank you” everywhere it’s written. Does your copy still convey the essence of gratitude? If so, great news! If not, possibly you’re relying on two much on the words “thank” and “you” to do the heavy lifting.

Here’s a test.

Rewrite your Thank You campaign without using the phrase “Thank You” or any of its derivations. Give it a try. I know I’ve found it harder than it sounds.

Let me know how you make out. I welcome comments and examples of your best Thank You campaigns – just post into the comments section on this blog. During November I’ll touch on other areas involved in conveying a strong, sincere and impactful Customer appreciation campaign. Stay Tuned!

Frank Roman

P.S. Check out Vinay Kumar’s blog post which touches on this very topic. http://bit.ly/ThankYou_by_Another_Name.

P.P.S. You can even show gratitude even before someone buys! I see appreciation of me, my needs, and my situation all over Zappos’ site… Free Shipping, Free Returns, Free 365 Day Return Policy, 24/7 Customer Service and on and on! http://www.zappos.com/

October 2011 adMarks President's Message: Welcome to our Blog! Just one of the many digital access points for CADM’s Community.

This year’s program theme -- The Cutting Edge: Where CADM Members Thrive -- captures our goal of providing you with impactful information. And to provide it WHEN you need it and the WAY you want to receive it.

You’ve told us you want broader access to our community and events and additional ways to tap into the CADM Community. And so to strengthen our help to you we’re committed to being a meaningful online resource. CADM’s Strength is its Membership. CADM’s Strength is You is doubly as important for CADM Digital. For the more you access … the more you connect and participate…. the stronger the Community becomes!

So I wanted to make sure you had the links to connect to the many CADM online resources. I encourage you to check them out and join as many areas as you can today!

CADM Blog --- Our Blog is a great way to know about our Community’s Events between adMarks issues. While you’re here, check out some of the latest postings or search our archives. We’ll be posting articles, reviews, and event pictures.

Book Club Review Blog --- Looking for suggestions on good direct marketing or business books to read? Check out the CADM Book Club Blog. They post Reviews every other month which give let you know the cutting-edge books worth reading. Check it out now at CADM_Book_Club

Twitter ---Want to be among the first to know about upcoming events or alerts for the Chicago direct marketing Community? Follow CADM on Twitter for instant updates. Follow us at CADMDirect

CADM YouTube Channel --- Many of CADM’s Events are recorded and enable you to get a better feel for our lunches and presentations. Of course nothing is as informative as attending in-person, yet you’ll still learn a thing or two by watching our clips. Check out our current library at CADM_YouTube_Channel. Don’t forget to subscribe as well so you’ll be alerted to new clips as they come online!

CADM’s Linked In Groups --- The breadth and depth of our community is very evident in our many LinkIn Groups. Here you’ll find information and be able to post questions. There’s always someone here that can give some help or insight. We have Groups to fit many specialties. Go to CADM_LinkedIn_Group(main) or Basic_Course_LinkedIn_Group or Book_Club_LinkedIn_Group or InterActive_LinkedIn_Group

Facebook --- Our Facebook page is continually updated with information about our Members on the move - whether attending events or speaking around the country. You’ll find CADM News here! Like us at CADM_Facebook_Page. And if you want to check out our photo album on Facebook, here’s a direct link - DM_Facebook_Pictures.

I encourage you to take advantage of the many offering of CADM Digital. They’ll help you stay connected and alerted to important direct marketing information. CADM’s Strength is its Membership. CADM’s Strength is You!

Sincerely, Frank Roman

P.S. Being fully-networked, both in-person and online, will ensure you’ll have the tools you need to be the most productive. Linkup, connect and contribute to CADM Digital today!

CADM Multicultural Marketing SIG July 2011 Lunch & Learn Recap - Creating Culturally Relevant Social Media Content

The hot and humid (100 degree) weather did not thwart the Multicultural SIG’s July Lunch & Learn. We hosted Sergio Fernandez, President of the Hispanic Alliance for Career Enhancement at AIU’s Success Center downtown Chicago on July 20, 2011. Sergio presented how HACE created and implemented social media strategies that have resulted in a 25% increase in event participation from social media channels by creating content that was culturally relevant to its constituency of more than 40,000 members nationwide. Additionally, since July of 2010 HACE has grown their Facebook “likes” by more than 550% and LinkedIn group

membership by more than 600%.

Sergio first briefed us about HACE’s mission and history so that we would have a better understanding and background knowledge and then walked us through HACE’s social media strategy and shared the success that they have had.

HACE is committed to Latino diversity through professional development as well as building relationships with employers. HACE is a not-for-profit agency with limited resources, and traditional marketing had become expensive, required specialized skills was difficult to track. HACE understood the increased importance of using social media, they felt that it had a broader reach, was easy to implement and more affordable.

The objective was to position themselves as industry leaders by creating a forum for Latino professionals to network and share relevant ideas The strategy included increasing online awareness by publishing content on multiple online sources that linked back to the HACE website, improving overall keyword rankings, increasing web site traffic and building an online community. The execution of the plan included Latino recruitment, personal branding, educational resources, networking tips, career and college prep, professional coaching, work-life-balance, generational differences and goal setting.

Their initial step was to use data insights to gain a quantitative view of their constituents. Some of the findings were very interesting and were used to help implement tactics. For example, 96% of their members have at least a BA; however, 86% of them are first-generation college graduates. Having this insight enabled them to understand that they needed to build an emotional connection and bond that otherwise might not exist for these members in terms of professional and career development. The content they created was designed to build communication through trust but also to be engaging. One of the lessons learned was to stay on message in order to build equity for the brand.

Measurements were built into the plan for each tactic and channel that evaluated target, frequency and key stats. For example, they targeted different demographics on LinkedIn vs. Facebook, the former geared towards established professionals and the latter towards the younger “Millennials.”

Thanks again to our generous sponsor, The Envelope Connection, a direct mail firm specializing in personalized mailings and fulfillment. A special thank you to American Intercontinental University (AIU) for hosting us at their Success Center, located at the corner of Adams and Franklin.

Written by Maria Dennis, Multicultural Marketing SIG Co-Chair

Photographer: Michael Machado, Mas Marketing Group, Multicultural Marketing SIG Co-Chair

CADM B2B SIG Lunch and Learn - Busting the myth of the #10 envelope Recap

On July 14, 2011, the CADM B2B SIG hosted a Lunch & Learn, sponsored by our friends at Rodgers Townsend DDB. We had a great turnout from a diverse group of agency, client, database, and production specialists. Everybody participated in this lively conversation regarding whether the DM workhorse format from the 20th Century--the #10 business letter--is the go-to choice for B2B direct marketers.

Following is a quick snapshot of the conversation highlights:

1. What formats are working today?

• Closed- face, nonwhite envelopes are more popular than ever. The closed face seems more personal, while colors other than white tend to stand out from the clutter. There were numerous examples of highly branded envelopes with graphic elements rather than plan white stock.
  
  
• Vertical markets, particularly financial services, often use a traditional business letter approach. A challenge for some members was client direction to intentionally misrepresent recipients by creating marketing pieces that look like bills or checks, which could increase open rate but potentially damage the brand relationship.
  
  
• Additional touches are key, whether the medium DM or Email. Quality of leads (calls vs. clicks) need to be differentiated in order to determine true success.
  
  
• Personalization is priority. Customers want to feel appreciated…and known.
  
  
• Dimensional pieces drive RRs and tend to reduce churn for retention customers, but if performance is measured by cost per piece rather than cost per sale, the high cost may be a deterrent for many marketers/clients.

2. Additional insights.

• Nonprofit groups respond differently to high impact pieces. They respond but they don't tend to be as loyal as customers that receive a less flashy piece. This could possibly have to do with the fact that they are more concerned about the message and value behind how this will benefit their cause/interest.
  
  
• 79% of all households that have mailboxes will at least skim their mail.
  
  
• Only 19% open email. This is more characteristic of consumers (as opposed to business) but is something to consider for smaller businesses.

3. New opportunities.

• The USPS has a new program for businesses looking to acquire new customers. This new feature is a less personalized tactic, but it allows more flexibility in the mail piece (flats can be sent at a letter price) and data. If a client knows they want to target customers in a particular block or neighborhood, they can use this feature. It works well when trying to reach customers that may be in a high rise or office building.
  
  
• Scratch-offs are driving response rates. It's a new way for customers to interact with the piece. When incorporated with the QR barcode, some companies have seen a RR of up to 87% if customers have something to drive them there.
  
  
• The introduction of 3D printing may be another new tactic on the horizon, particularly for more promotional pieces.
  
  
• The USPS is offering a 3% discounts on QR codes through August 31, 2011.

4. Did we bust the myth?

• Target and message are what's important. Do #10s work? Sometimes. Are they the solution for every need? No. Go out with what is best for the target and the message.

Written by Katie McGrath, Business-to-Business SIG Chair