Direct Marketing SIG

Direct Marketing SIG Event on Viral Videos a Hit

On January 27th, over 70 marketers gathered at the Locust Hill Country Club to attend RAMA’s Direct Marketing Special Interest Group (DM SIG) event on Viral Videos. Presenters Ed Gala and Bonnie Jaeckel of Xerox Corporation shared their story of how Xerox has created several variable-data (personalized videos) for the firm and their clients. Ed and Bonnie shared a number of examples including videos created for Universal Studios’ Halloween Horror Night, Wegman’s LPGA, Rochester’s International Jazz Festival, and more. Check out for Universal Studio’s Halloween Horror Night to see the technology in action.  This highly creative and entertaining mechanism continues to grow in popularity and the entertainment factor causes the initial email recipients to forward it on to others users... therefore becoming viral.

These personalized videos embed elements specific to the email recipient. As the videos play, the recipient begins to see their name and other personalized information appear in various elements of the video, such as on posters, telephone displays, in news headlines, and more. What better way to get your client engaged than making them the unsuspecting subject of the emailed video links?

Ed and Bonnie shared the phenomenal response of these videos, citing that the personalization helps cuts through the overwhelming amount of data we all receive daily and how it improves open rates and web link click throughs. Xerox has seen a 2X uplift in using this technology.

If you are looking for the unexpected in marketing attention grabbers, take a look into this fast growing approach.

Special thanks to the SIG’s official presenting sponsor Complemar, who helped make the program possible.  The mission of RAMA’s Direct Marketing SIG is to provide relevant information, events, and insights to help RAMA members increase their direct marketing knowledge, understanding, and effectiveness. If you have any suggestions for upcoming topics, please email Christina Johnson, RAMA board member and Chair of the Direct Marketing SIG. Stay tuned for more information on our March Direct Marketing SIG event – coming soon! 

RAMA Breakfast Seminar on Variable Data Viral Videos - Jan 27th

Ever receive an e-mail linked to a video with your name in it? If not, check one out now at http://www.iosnews.com. 

This fun, engaging direct marketing tactic is becoming popular and Xerox has the technology and partners to create the videos. You’re invited to join the Rochester Chapter of the American Marketing Association for a look at how.

January's fast-paced breakfast seminar will feature Ed Gala, Vice President, Global Experiential Marketing at Xerox, along with Bonnie Jaeckel, Communications Engagement Manager at Xerox. 

 

• Over the past year, Xerox has created several variable-data videos for themselves and for clients.
• These incredibly viral mini-movies feature a person’s name, company name,  and other variable-data information INSIDE the video – on signs, in captions, on license plates, handwritten in the clouds, and more.
• You’ll learn the basic process for developing and hosting a video like this, including the technical considerations.
• Plus, Ed and Bonnie will talk about the XMPie software, which helps make it possible.
• Most impressive, they’ll share the incredible click-through, response, and send-a-friend rates.

 

WHEN

Wednesday, January 27, 2010
8am-9:30am
Breakfast buffet included

 

WHERE

Locust Hill Country Club

 

FEE

AMA members                          $20.00

Non-members                           $30.00

Student Chapter members         $15.00

 

RSVP

Wednesday, January 15, 2010

Register now!

Direct Marketing SIG Hosts Another Successful Event on ROI

The RAMA Direct Marketing SIG hosted another successful event at Midvale Country Club on Wednesday, May 13th. Doug Lackey, Manager of North American Marketing Communications at Xerox, gave an insightful, information packed presentation titled Return on Investment (ROI): Understanding Your Objectives. Over 50 people registered for the event and many stayed on afterward to network and continue the question and answer period.

Doug’s presentation was an interactive conversation focused on proving the value of your marketing investments within your organization. He answered questions such as, “How should I measure my ROI and why is it important to me?” and, “Am I calculating correctly?”

In addition, he explained how establishing your priorities and defining your objectives are key in setting expectations for any marketing program. To access a copy of the slide presentation, click here:  Return on Investment

The mission of RAMA’s Direct Marketing SIG is to provide relevant information, events, and insights to help RAMA members increase their direct marketing knowledge, understanding, and effectiveness. If you have any suggestions for upcoming topics, please email Christina Johnson, RAMA board member and Chair of the Direct Marketing SIG.

Stay tuned for our upcoming events later this summer and fall.

Return on Investment: Understanding Your Objectives

Join RAMA at Midvale Country Club for an informative conversation about Return on Investment (ROI): Understanding your Objectives.

• How should I measure my ROI and is it important to me?
• Am I calculating correctly?

Establishing your priorities and defining your objective is key in setting expectations for any marketing program. While some marketing programs may have a high return, or so it seems, did you actually accomplish what you set out to do?

This informative breakfast seminar will feature Greg Moore, National Account Manager from RR Donnelley, Response Marketing Services and Doug Lackey, Manager of North American Marketing Communications, of Xerox Corporation. 

Join them as they take a look at the complex as well as basic measurements to ensure you get what you are looking for.

Breakfast buffet included.

Date: May 13th
Place: Midvale Country Club
2387 Baird Rd,
Penfield, NY 14526
Time: Registration 8:00-8:30 am,
Program 8:30 - 9:30 am
AMA member price: $20
Non member price: $30
Student Chapter/Board price: $20

Register here, today. Please RSVP by May 6, 2009

For more information contact Christina Johnson, Chair of RAMA Direct Marketing SIG
at 585-427-8888 ext 306.

Webinar: Grow Your Business with the Power of Email Marketing

Webinar on how to easily and effectively create high-impact emails that are as professional as your business. Discuss such ideas as:

• Why Use an Email Marketing Service?
• Build More Customer Loyalty with Email Marketing
• Why You Need an Email Newsletter for Your Company
• 25 Email Marketng Terms You Should Know
• Top 10 Tips on Getting and Keeping Permission

Speaker: Patrick McAdams, Account Manager-Business Partner Program
Constant Contact, Inc.

Date: March 4th
Time: 9:00 a.m.
AMA member price: $10
Student Chapter price: $15
Board Price: $10

Register here, today. Please RSVP by February 27, 2009

Once you have registered for the session, you will receive an email message confirming your registration. This message will provide the information you need to join the session. Session number: 683-451-289

For more information contact Christina Johnson at 585-427-8888 ext 306

DM SIG Hosts Successful June Event

On June 19, the DM SIG hosted its first event at the US Post Office in Henrietta. More than 40 marketers attended the event and learned how they could become a direct mail champion!

Adrianne DiMarco, account manager for the US Postal Service, discussed the many types of mail pieces that are available, including repositionable notes, ride alongs, customized market mail, and NetPost premium postcards. She explained how the US Postal Service is working with marketers to “go green” by addressing list quality.

She also presented results of a US Postal Service survey, including:

• 63% of consumers cited that interesting looking and innovative mail pieces get noticed
• Young consumers rate 75% of the mail they receive as “valuable”
• 96% of the Hispanic market look at direct mail pieces, but receive 20% less direct mail pieces than non-Hispanic households

Mailpiece Design Analyst, Don Stuhler, also with the US Postal Service, explained how intelligent mail barcodes can be used to hold more data and make delivery of your mail piece more efficient and effective. Don answered questions from marketers about the new postal standards for letters and packages.

After the presentation, attendees had the opportunity to tour the post office facilities and ask questions about how the thousands of mail pieces are sorted, and delivered to homes and businesses in the area. Look for more DM SIG events this fall. In the meantime, if you have any questions about our group or would like to suggest a topic, please contact Jenny Champeau, DM SIG Committee Chair @ 487-2400 or jenny.champeau@unisys.com

Insider's Look at the USPS

You Don't Want To Miss This!

Join RAMA at the U.S. Post Office in Henrietta, NY for breakfast and some really helpful information. Don Stuhler, Mailpiece Design Analyst, will share the latest thinking on how to create direct mail pieces for maximum impact... and minimum cost.

Bring your wackiest mail pieces. Don will take a look and answer questions...like...

• Is it mailable?
• Does it meet machine or automation specifications?
• Will my customer really read it?

Additionally, Adrianne Dimarco will discuss the latest postal rate increases, deliverability and response rate data, and more. If you have time, stick around for a quick but fascinating tour of the Henrietta Post Office facility.

When:   Thursday, June 19th
Time:    8:00 a.m. - 9:30 a.m.
Where: 1335 Jefferson Rd. - Henrietta, NY - 14692

Agenda: 7:30: Networking/Breakfast
             8:00 a.m. Presentation
             9:30 a.m. Facility Tour (optional)

FEE:   Individual ticket --
          Board Member: $10.00
          Member:  $10.00
          Non-members: $15.00
          Student:  $10.00

RSVP by Monday, June 16th or register now here: click this link

There's a New SIG in Town

In March 2008, the Direct Marketing Special Interest Group (DM SIG) began meeting to discuss issues related to the field of direct marketing. RAMA launched this new SIG to better serve the evolving needs of marketers in the Greater Rochester area.

Members of the DM SIG are:

• Jenny Champeau, Unisys (Chair)
• Betsy Chapman, LaBella Associates
• Rob Ewanow, Garlock Sealing Technologies
• Christina Johnson, Erdman Anthony
• Douglas Lackey, Xerox
• Brian Rapp, Roberts Communications
• Janet Roy, The College at Brockport
• Sara Weet, Unisys

We need your input!

The DM SIG is charged with providing relevant information, events and insights to help RAMA members increase their direct marketing knowledge, understanding and effectiveness.

Whether your direct marketing intersts focus on the big picture only, or involve the day-to-day tactical details, or are anywhere in between, we want to hear from YOU.

The DM SIG is conducting a brief online survey to get your input on topics and activities that interest you. When you receive the survey, please take a moment to complete it. Your responses will help us plan upcoming events that will benefit you.

Please contact Jenny Champeau at Unisys if you would like more information or have questions about the RAMA DM SIG.

Thank you.