Calendar of Events

Direct Mail Strategies in a Digital Age

with John Coté and Greg Wolfe

Wednesday, February 15

11:30 – 2:00

Tamarack Country Club, Greenwich CT

*Sponsored by

RSVP and join us for our first event of the year!

Give 2012 a strong kickoff with this power-packed session designed to take you deeper into leading-edge digital marketing strategies. Our two speakers are experienced direct marketing executives who have bridged the gap between traditional and interactive media. Learn what types offers and creative approaches build on the combined strengths of traditional media and the new age of online/email/social media. Discover the latest testing trends. Get insights into developing your own multi-media strategies that incorporate the right mix of channels.

John Coté is Executive Vice President and Co-owner of The Ballantine Corporation, a full-service direct marketing powerhouse with decades of expertise in creative development and innovative solutions utilizing the latest direct and digital technologies.

 
Greg Wolfe, President of Circulation Specialists, has managed a wide variety of titles, newsletters, and paid and controlled consumer and trade magazines, ranging in circulation from very small specialty titles to larger BPA and ABC audited titles. His portfolio includes Worth Magazine, The Atlantic, The New Republic, Popular Science, ARTnews and Contest Newsletter.

HVDMA Holiday -- A Rousing Celebration!



A grand time was had by all at the 2011 Grand Holiday Celebration held at the beautiful Tamarack Country Club on December 9^th.

Top among festivities, Joe Furgiuele, founder and President of FCI, Furgiuele & Company, Inc., was toasted as this year’s HVDMA Founders Award honoree. The award recognizes those who have made exceptional contributions to professionalism in the DM industry, and Joe has given back generously in so many ways.

Rob Healy (FCI) spoke warmly about Joe as a colleague, and then Joe himself spoke very movingly about the inspiration of his mother, always an active volunteer, in his lifelong commitment to helping others. When Joe saluted his wife in the audience, and told her she was “the music in his life,” there wasn’t a dry eye in the house. (Later, all the women went home and yelled at their husbands for not being romantic enough.) (At least I did.)

Margaret O’Halloran (Staywell Consumer Health Publishing), the outgoing President, was roasted by Lauretta Harris (Write Communications), Sheryl Benjamin (Lake Group Media), and John LaGreca (Federal Direct). She was particularly needled for her pet peeve, her fiancé Mark’s hot dog cart that has been slowly deteriorating on their property for years. (The cart was Mark’s fantasy survivalist Plan B until it got too rusty from the dog peeing on it.) Always the good sport, Margaret donned a giant hot dog hat and accepted her luxurious going-away gift of a box of Sabrett hot dog supplies, all tucked into a cooler bearing the legend “Bite Me.”

Ceremonies also included induction of Rich Vergara, co-founder of LDS Group, as new HVDMA President. He accepted the mantle of responsibility with dignity and aplomb.

Scholarships were awarded to top students in the field of direct marketing. Three $1,500 Laura L. Smith Scholarships were awarded to:

• Kim Weiss, Pace University
• Jeff Cracolici, Pace University
• Jordan Sabbatino, Fashion Institute of Technology

A Silent Auction loaded with valuable prizes (proceeds supporting HVDMA's educational mission) and an incredible gourmet buffet rounded out this very festive occasion filled with friendship and laughter.

The HVDMA Board wishes the happiest of holidays to all our members and friends. We look forward to seeing you for an exciting new year of events in 2012!

Sincere thanks to for sponsoring our Holiday event.
With more than 60 years expertise, Mazzone Marketing Group is a trusted provider of custom compiled mailing lists connecting businesses with their target audience. As an original list compiler, MMG builds lists that others cannot. More information at www.mazzonemarketinggroup.com or call (866) 928-5478 (LIST).

Please Join Us in Honoring

Joe Furgiuele

2011 Founders Award Honoree

at the HVDMA Holiday Party

Event Details:

Friday, December 9, 2011, 11:30 am – 3:00 pm

Tamarack Country Club, 55 Locust Road, Greenwich, CT

(203) 531-7300

Sponsored by: *

Every year, the Hudson Valley DMA honors an industry veteran who has helped set the standard of excellence in Direct Marketing. This year we are pleased to recognize Joe Furgiuele, founder and President of FCI, Furgiuele & Company, Inc. 

Before starting FCI, Joe was Circulation Marketing Director of CBS Magazines’ Leisure Magazine Group, and an executive at The Kleid Company, Inc., a list brokerage firm.

Joe has shared his extensive knowledge by teaching graduate and under-graduate courses in Database Marketing, DM Financial Planning & Analysis, and Advanced Analysis, Modeling & Statistics at FIT/SUNY, Mercy College and NYU. He is a member and former Board member of DMCNY, and 2005 recipient of their prestigious Silver Apple Award. Joe has long been an active participant in the FMA, HVDMA and DMA Circulation & List Councils. In 2009, he was inducted into the FMA Hall of Fame.

Other exciting features of our Holiday Party include: Silent Auction filled with generous gifts ... a gourmet buffet and fine cocktails (cash bar) ... the Laura L. Smith Scholarship and announcement of the incoming HVDMA President. Please join us for all the fun and great networking!  Click here to download the reservation form.

The event is coming up soon and seating is limited...send in your payment now to reserve your seat.  We look forward to seeing you on the 9th.

* Sincere thanks to  for sponsoring our Holiday event.

With more than 60 years expertise, Mazzone Marketing Group is a trusted provider of custom compiled mailing lists connecting businesses with their target audience. As an original list compiler, MMG builds lists that others cannot. We are the source for political donors, aircraft owners, pilots, state licensed professionals, fire departments, and many more. We know this data, and we will get you the results you demand. That’s our pledge. More information at www.mazzonemarketinggroup.com or call (866) 928-5478 (LIST).

It’s Time for the Ho-Ho-Ho-HVDMA Holiday Party!

 Friday, December 9, 2011

11:30 am – 3:00 pm

Tamarack Country Club

55 Locust Road ~ Greenwich, CT

(203) 531-7300

Sponsored by  

Let the Holiday spirits begin! The HVDMA party of the year is anything but ho-ho-ho-hum. We get a great turnout of members and friends who come to enjoy a sumptuous buffet, fine cocktails (cash bar) and Silent Auction loaded with spectacular gifts. All in an elegant country club setting. It’s the perfect social network, so mark your calendars and send in your payment now.  Click here to download the registration form.  Seating is limited and this is always our best-attended event.

We look forward to seeing you!

* Sincere thanks to  for sponsoring our Holiday event.

With more than 60 years expertise, Mazzone Marketing Group is a trusted provider of custom compiled mailing lists connecting businesses with their target audience. As an original list compiler, MMG builds lists that others cannot. We are the source for political donors, aircraft owners, pilots, state licensed professionals, fire departments, and many more. We know this data, and we will get you the results you demand. That’s our pledge. More information at www.mazzonemarketinggroup.com or call (866) 928-5478 (LIST).

"Internet Marketing is Direct Marketing on Steroids!”

Brian Kurtz, Executive Vice President, Boardroom Inc.

Harnessing the power of the Internet can seem daunting to a traditional direct marketer – a bit like trying to mount a bucking horse mid-rodeo. But industry leader Brian Kurtz of  Boardroom Inc., aka Dr. Strangemail, is here to assure DM-ers that best rules of classic direct marketing still hold true – you just need to combine them with the best of the brave new virtual world.

To learn how to do so, Kurtz bravely volunteered himself as a human guinea pig, venturing alone and unarmed into the World Wide Web. In fact, he performed as a speaker at conferences populated by Internet geeks, tech nerds, virtual wunderkinds and so-called “Internet Marketers”, throwing himself into the fray without a thought for personal safety. And he brought back many valuable intelligences.

Last week, Kurtz generously packaged some of these learnings into a presentation for the lucky members of the Hudson Valley Direct Marketing Association. And he spake thusly to a rapt audience of DM professionals, who had gathered together to hear him at the exclusive Tamarack Country Club in Greenwich, CT.

The Rules (of Direct Marketing in the Internet Age) According to Brian Kurtz

1) Get yourself from Good to Great (which is NOT by being a lazy marketer. And note, the Internet with its virtually “free” mailing capability makes it all too easy for marketers to be lazy.)

2) Find out if you have a business (Seems obvious, doesn’t it? But it’s not, especially if you don’t follow the proven rules of classic DM testing.)

3) Follow anecdotal evidence – and steal smart.

4) Do what you do best and buy everything else around the corner.

5) Life is long: what goes around ...

6) Nothing is turnkey.

7) Give the customer more than they ever would have expected (case in point: Zappos!)

8) Be the first to give service, information, concessions – and be a good share-er in your alliances.

9) Always ask, where does the money flow?

10) Always remember what you are really talking about (hint: it’s usually money)

and, drum roll, 11)

Never get on a boat at an industry conference.

That’s the Rules of Dr. Strangemail in a nutshell (which you may think is where they belong), but to hear Kurtz elaborate on them is an empowering revelation. By the way, he thinks anyone who calls themselves an Internet Marketer is waaay off course (or as he succinctly put it, an idiot). “You’re a marketer – why define, and limit yourself, by a channel?” He also shared with the HVDMA audience some of the areas where he thinks smart usage of Internet Marketing capabilities rates an A+. These include:

• Exciting and involving new technologies, such as Video Sales Letters
• Testing "on the fly" during an Internet launch
• Instant gratification offers, such as downloadable premiums
  
  There was more – much more, but you had to be there. So do your professional self a favor and attend future HVDMA events. The next upcoming event is the Holiday Party on Friday, December 9^th. It will be a great networking opportunity and a wonderful celebration of the world of Direct Marketing, both online and off.

Special thanks to our meeting sponsor Founded in 2002 by Jeff Kobil and Richard Vergara,LDS brings a unique set of direct and digital marketing services to customer acquisition and retention programs in multiple media. They serve clients in publishing, fundraising, business-to-business, insurance, financial services, travel, entertainment and international markets, with advanced expertise in planning, modeling and overall marketing strategies. Visit: www.ldsgroupinc.com



Direct Marketing "Musts" with Brian Kurtz,
Executive Vice President, Boardroom, Inc.

* Sponsored by Dataline
Wednesday, September 7^th

11:00 AM Registration/Networking

12:00 PM-2:00 PM Lunch and Panel Discussion

Tamarack Country Club, Greenwich CT

$65 members/$80 Non members

 

There’s a science and an art to combining today’s communication channels into effective Integrated Marketing campaigns. Our panelists, to help you maximize your strengths as you coordinate today's diverse direct media, are:

Steven Brita, Vice President of eCommerce and Digital Strategy at Atlantic Coast Media
Brian Snider, President & Chief Creative Officer of The GRI Marketing Group and
Rob Balancia founder of The Balanced Media Group.
 
Our discussion will be moderated by Mark Kolier of CGSM, who has built an agency highly skilled in blending online and offline marketing strategies for the DM industry.

 

This promises to be an exciting and important session. Save the date and enroll now – September is just around the corner!  Click here for the registration form!

 

HVDMA Beach Party a “Sound” Success!

 

Location, location, location. HVDMA members and friends were delighted to return to our Summer Cocktail Party’s first and favorite venue… the elegant Manursing Island Club with its beautiful Long Island Sound beachfront.  Rye’s cooling shoreline breezes encouraged some serious fun and industry networking at the August 9th event.

 

While the weather was a bit uncooperative at first, the clouds quickly lifted, the sun appeared and we had a wonderful turnout. The hot topics of conversation buzzing through the crowd focused on mobile, social and database issues. President Margaret O’Halloran greeted old friends and introduced new friends to the benefits of HVDMA membership. 

The evening was summed up by Marty Rego of Century Direct: “Congratulations on a great event. The weather cooled...sun came out...a splendid time was had by all.”

 

The HVDMA is a networking and educational club for direct marketing professionals in the Hudson Valley area. Visit www.hvdma.org for more information on the Hudson Valley DMA, upcoming events, membership, photos and re-caps of past events.

HVDMA Networking Cocktail PartyManursing Island ClubRye, New York ~ Tuesday, August 9th
6 pm-8pm
Join your friends and colleagues for a night to remember! Manursing’s elegant beachside covered patio allows for rain or shine partying.  

Your ticket to party includes:

2 superb cocktails or beverages of your choicea sumptuous banquet of hot & cold hors d’oeuvres, plus...Antipasto bar filled with Marinated Grilled Vegetables, Italian salami specialties and cheeses  Cost: $60 members / $70 non members. For directions to the Manursing Island Club, visit their website at www.manursing.com   
Or you can call Manursing at 914-967-6400  Don’t delay, sign up now! Click here for the registration form. 


6^th Annual Direct Classic
Thursday, July 21^st at The Brynwood Golf & Country Club
Armonk, NY

The course, the pool, the prizes, the food and the fun …
all the makings of a great summer outing!
The Hudson Valley DMA, DMCNY and MFSANY (New York Chapter of the Mailing & Fulfillment Service Association) invite you for the annual golf outing that’s better than ever. If you’re not a golfer, come anyway -- for the pool, the dinner and festivities! Event DetailsRegistration, putting and driving greens open at 10:30 AM. Tee-off at Noon for Golf Scramble Tournament. Enjoy grilled lunch at the 10^th hole and finish the day with an open bar reception, prizes & awards, full dinner and lots of giveaways. With fun like this, everyone goes home a winner! All for a great cause!The Direct Classic raises funds for DM educational programs. Your participation supports HVDMA scholarships for graduate-level students in Direct Marketing, funding for students to attend DM industry conferences, and other activities that enrich the future of our field. How to ParticipateYou can join the action by golfing, sponsoring, or by giving a gift we can raffle off. Don't play? Come to dinner and join your friends for a fine time at this beautiful club. Invite your colleagues, your clients, and enjoy a great day of casual networking. 

For more info call HVDMA Board member John LaGreca at 845-201-8829, or email him at jlagreca@feddirect.com. John will assist you with forms, directions and prize ideas. Forms are also posted on our website: www.hvdma.org

 

Don't delay! Sign up now with a team or help make one. Single players are very welcome.  

Click here for the registration form. 


HVDMA has peak experience with Mountain Dew

It’s one thing when hip, young, entrepreneurial start-ups place their marketing bets on social media. But when giants like PepsiCo start significantly re-allocating their advertising and marketing budgets to social media, it’s time to get out your compass and prepare for the paradigm shift.

 

That was the message Nate Jaffee, Associate Brand Manager of Mountain Dew at PepsiCo, brought to the audience at the Hudson Valley DMA’s June 15 event, a networking luncheon and seminar held at Tamarack Country Club in Greenwich CT. Nate, as effervescent and energetic as the brand he manages, leads Mountain Dew’s digital marketing efforts with a strong focus on social media. Over the past 12 months Mountain Dew has grown its Facebook community from 700,000 to 5.5 million. Small wonder that Nate was a finalist for Ad Age's Marketer of the Year Award in 2010.

 

The paradigm shift Nate is managing takes his brand from a strategy of “impressions” to “expressions.” In his experience, talking top down to consumers with big media buys no longer works. What does work is the process of engagement, dialog and feedback.

 

Those of us who have been in the field a while will remember how revolutionary it was to talk about 1-to-1 marketing. For today’s generation of brand managers, social media has very quickly made that vision a reality.

 

One key to success in this new paradigm is to utilize each social channel for its unique strengths. For example, Nate found that posting brand-related videos on the Mountain Dew Facebook page did not pull a lot of interaction. However, when posted in the more suitable venue, YouTube, the same videos really took off.

 

Another do: let your consumer/fan base generate content, and create genuine interactions, such as opportunities to determine brand extensions … in the case of Mountain Dew, having their fan base choose new flavors for development and distribution. This process was especially engaging for hard-core fans who became Flavor Leaders and who got first dibs on new product samples to distribute as part of the “voting” process. This type of engagement drives brand loyalty and creates that holy grail of marketing … viral buzz.

 

In developing social programs, it’s essential to have a clear brand vision and a strategy built on authenticity. Mountain Dew has built an exceptionally strong franchise among “millennials” (consumers aged 18-30) by positioning itself as the brand of the edgy individualist. Their umbrella themeline, “It’s Different on the Mountain,” and the social marketing built around it, is taking them to new heights.

 

And the survey winner of our $10 gift certificate is Kathy Cunningham of Nuskin/Pharmanex.  Congratulations, Kathy! You certificate will be in the mail to you shortly.

 

Our next event is the July 21^st Direct Classic, please visit our website www.hvdma.org or contact John LaGreca (jlagreca@feddirect.com) for more information.

 

The meeting was sponsored by Lake Group Media, Inc.

LGM is a leading media buying and media sales agency specializing in direct mail, email, social programs and online channels. LGM  has the experience and knowledge it takes to plan, build and analyze a profitable marketing program, and the innovation and determination to generate the revenue that funds one.  Visit www.lakegroupmedia.com for additional information.


HVDMA presents…

Paradigm Shift: The Evolution of Social Media
with Nate Jaffee of PepsiCo
* Sponsored by Lake Group Media, Inc.


Date:       Wednesday, June 15, 2011
Time:       11:30 - 2pm
Place:       Tamarack Country Club ~ 55 Locust Road, Greenwich, CT
                    www.tamarackcountryclub.com
                            telephone:  203-531-7300
Cost:        $65 for HVDMA Members/ $80 for Non-Members 
 

Social Media has changed everything about the way we communicate. It is possibly the biggest evolution we will ever see in media. How is your organization managing this paradigm shift? How can you maximize the vast potential of these new social media channels, and sidestep the pitfalls? HVDMA is proud to present Nate Jaffee, Associate Brand Manager of Mountain Dew at PepsiCo, one of the world’s leading beverage and snack companies. Nate leads the brand's digital marketing efforts with a focus on social media. Over the past 12 months Mountain Dew has grown its Facebook community from 700,000 to 5.5 million and was a finalist for Ad Age's Marketer of the Year Award in 2010. Nate will share some of his social media power strategies at this month’s HVDMA event., so you can learn how to “dew” it right! In the meantime, you can follow him on twitter @natejaffee and @mtn_dew. Our meeting begins with robust networking, followed by a gourmet lunch and
moderated discussion with audience Q&A, all in Tamarack’s beautiful country
club setting. Come enjoy and learn with HVDMA’s June session!
*Special Thanks To Our Sponsor For This Event Lake Group Media, Inc.
Lake Group Media, Inc. is a leading media buying and media sales agency specializing in direct mail, email, social programs and online channels.  LGM has the experience and knowledge it takes to plan, build and analyze, a profitable marketing program and the innovation and determination to generate the revenue that funds one.

Click here for registration form.

HVDMA Gathers for 6^th Annual Roundtable Event
* Sponsored by Wiland Direct 

On April 6^th the HVDMA membership convened for their eagerly anticipated annual Roundtable lunch at the Tamarack Country Club in Greenwich, CT.  This lively and interactive meeting has always been a favorite among HVDMA faithful.  This year was no exception as our three experts informed, entertained and challenged the meeting attendees with their takes on important DM topics.  Many thanks to our industry experts who chaired the Roundtables and facilitated discussions on three subjects:

1.     Mobile Marketing: moderated by Vince Traylor, Direct of Sales, comScore, Mobile Business Unit
2.    Online v. Offline Creative: moderated by Steven Froehlich, Vice President, Membership Development, ASPCA
3.    Online v. Offline Metrics: moderated by Susan Isley, Senior Consultant of Strategic Services at Belardi/Ostroy.

As always the format allowed for two rotations among the three Roundtables during the course of the luncheon.  Without exception the discussion was spirited and thought provoking.  Among the items of particular interest revealed during the sessions were the following.
 
Mobile Marketing
Vince Traylor stressed the importance of using Mobile as part of an integrated marketing plan and educated the table participants about the data that can be collected on mobile users today.  The participants discussed online v. mobile channels.  He applied traditional direct marketing concepts to mobile, including identifying and understanding your audience and adapting the message to the media. The Roundtable addressed the various sources and uses of mobile media, including surveys, tracking (mobile behavior and methodology), ad displays and metrics.  Vince provided a very informative handout with some interesting data points on mobile users.  He talked about a “comScore” system dedicated exclusively to mobile behavior and tracking.

Vince gave some good practical advice for those looking to get into the mobile market, including the need to pick a good vendor and to familiarize yourself with the mobile marketplace.  He recommended resources such as the MMA (Mobile Marketing Association) and Mobile Marketer as excellent sources of information for the table participants to investigate for guidelines on best practices in establishing a mobile marketing strategy. He emphasized that mobile was a synergistic media, not a standalone one.

Online v. Offline Creative
Steve Froehlich gave us a lot of interesting background on how his career as a canvasser for the Clean Water Act prepared him for his career as a fundraising marketer.  Regardless of the medium, the approach is the same: identify the problem, find the solution, implement a strategy and make the ask.  Also, the data does not lie! 

The difference in online v. offline medium affects lead time differential, the timing and the frequency of the message which in turn drives changes in creative.  The key is syncing the offline and online messages.  Online messages such as twitter, Facebook and email are limited in characters and work well with headlines and updates (adapting message to frequency).  With offline messages (direct mail) you can tell a story.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 Steve emphasized that it is the frequency and immediacy of the touch point from the channel that drives changes in creative more than the demographics of those receiving the message through that channel.   He confirmed that although direct mail is still king (ASPCA drops 70MM pieces a year), it is imperative to use multiple channels to achieve lift. The Roundtable discussed the differences in creative necessary for acquiring a donor v. “buying” a Facebook friend.  They also discussed the frequency of online messages (multiple touch points are imperative).
 
Online v. Offline Metrics
Susan Isley facilitated a lively discussion of online v. offline metrics.  We discussed the measurement of ROI and its importance as an indicator of where to spend DM time and money.  Online metrics addressed included those involving email, pay per click, affiliate programs, SEO and online remarketing. Susan stressed the importance of analyzing match back information and determining the incremental revenue from each of the online programs (by comparing fully loaded costs v. returns).  The group discussed match back rationale:  fractional allocation of sales according to active marketing sources v. 100% match back to a single source.  Often the allocation is dependent on DM data being maintained in a single place as opposed to being “silo-ed.”  In any case, data tells the story. Susan suggested that visitors to the site are a good measure of SEO more than anything else.  The group discussed the importance of holdout panels to determine multi-channel effectiveness, contact testing (how many contacts do they really need to make a purchase) and accurate analytical data (Google v. third party software). Thanks to all who participated and evaluated the event so positively.  It’s precisely this kind of informative event that brings so much value to the active HVDMA membership.  We’re looking forward to continuing this tradition of energetic interaction next year.
*Special thanks to our sponsor! Wiland Direct has built the largest transactional database of its kind in the country. With over 250 million unique consumer records and more than 1,600 participating catalog/online merchants, in-store retailers, publishers, and nonprofit fundraisers, Wiland Direct knows the transactional behaviors of virtually every adult in the U.S. Using its massive database and innovative models, Wiland helps clients affordably acquire new customers, profitably reactivate lapsed buyers, and maximize house file performance. Contact Brent Eskew today for a test drive at 970-581-2341 or BEskew@WilandDirect.com. 

Round Out Your DM Creds With
The 6^th Annual HVDMA Round Tables!

*Sponsored by Wiland Direct 

  Date:   Wednesday, April 6, 2011
Time:  11:30 - 2pm
Place:  Tamarack Country Club ~ 55 Locust Road, Greenwich, CTCost:   $65 for HVDMA Members/ $80 for Non-Members   It’s intelligence in the round … intimate, revealing discussions about key DM issues with specialists in the field. Our format lets you participate in two exciting topics. It’s like speed dating with today’s DM leaders!  Our Round Table event has limited seating so please don’t delay in reserving your place.   Topics and Talent   TABLE I: Mobile Marketing: What’s working in this rapidly evolving channel? Who is actively promoting via mobile? What types of targeting are necessary? What developments are pending? And more. 

Vince’s business unit offers a comprehensive set of mobile measurement products that helps clients from the mobile, technology, media, and advertising ecosystems identify and profit from key mobile trends. comScore’s mobile syndicated products provide a comprehensive view of the digital landscape to clients like Research In Motion, Samsung,  Motorola, The Weather Channel and The Washington Post. Prior to comScore, Vince worked for two leading Mobile Application Service Providers (mASP), helping to create best-in-class mobile solutions including Mobile Internet, SMS, CRM, Lead Generation, Cross Platform Integration, mCommerce & Consultative Services. Vince holds a BS in Communications from Ohio State University.
TABLE II: Online vs. Offline Creative: Can you use the same creative? What are the synergies? The stumbling blocks? Should promotions be changed depending on the source? What else do you need to know?

Moderated by Steven Froehlich, Vice President, Membership Development, ASPCA.  Steve Froehlich has been with the American Society for the Prevention of Cruelty to Animals (ASPCA) since October 2005.  Steve worked at Greenpeace from 2000-2003 as the manager of the monthly giving program.  He has also worked for Sanctuary For Families, a domestic violence shelter, and the Brooklyn Historical Society.  Steve's fundraising career began in 1996 as a door-to-door canvasser and he believes this is the most important job any career fundraiser can hold.  He currently serves on the Board of Directors for the Direct Marketing Fundraisers Association.  Steve holds a BA in Women and Gender Studies from American University and a MPA in nonprofit financial management from New York Univeristy.
 TABLE III: Online vs. Offline Metrics:  What are the differences? How do you maximize LTV (long term value), average order, overall profit? Does source really matter? Plus your burning questions.

Moderated by Susan Isley, Senior Consultant of Strategic Services at Belardi/Ostroy.  Susan has held many roles as vendor and multi-channel catalog professional since starting her career years ago as a list brokerage assistant at Direct Media, Inc.  In her current role, she provides circulation, marketing and strategic guidance to Belardi/Ostroy clients.  As Chief Marketing Officer at Stony Creek Brands, Susan was responsible for multi-channel marketing and inventory management for two key brands:  una Alla Volta and Cooking Enthusiast.  She also spent several years as Chief Marketing Officer at Petals, and was Senior Marketing manager at Lillian Vernon Corp.  A Texas native, Susan brings a broad vision to tracking and interpreting on-line versus off-line metrics.  She is a passionate advocate for the direct mail industry.    AGENDA 11:30 – 12:00 Networking
12:00 – 12:45 Buffet Lunch
12:45 – 1:15   Round Table Session I
1:15 – 1:30     Break – Coffee / Dessert
1:30 – 2:00   Round Table Session II   *Special thanks to our sponsor! Wiland Direct has built the largest transactional database of its kind in the country. With over 250 million unique consumer records and more than 1,600 participating catalog/online merchants, in-store retailers, publishers, and nonprofit fundraisers, Wiland Direct knows the transactional behaviors of virtually every adult in the U.S. Using its massive database and innovative models, Wiland helps clients affordably acquire new customers, profitably reactivate lapsed buyers, and maximize housefile performance. Contact Brent Eskew today for a test drive at 970-581-2341 or BEskew@WilandDirect.com

To pay by credit card click on the Paypal Pay Now icon at the top of the page.   C’mon In, the Co-op Water’s Fine!   What’s the appeal of working with a cooperative database? Well, imagine pouring a cup of water into a big beautiful pool, and then getting invited to dive in. That’s what it’s like when direct marketers share their house lists into one Olympic-sized pool!   So said Brent Eskew, EVP at Wiland Direct and one of the panelists at the Hudson Valley DMA's February 9th event: Cooperative Effort -- An Inside Look at Working with Co-op Databases. 
  Other panelists explaining the fine points of “cooperation” were Bruce Demaree, Director of Development at DonorBase; Laura Faulkner, EVP Brokerage at Infogroup|Direct Media Millard; and Donna Hamilton, VP Sales & Business Development at Alliant. The meeting was smoothly moderated by Richard Vergara, founder of LDS Group Inc., new to the HVDMA Board as of 2011.   While there’s been a quantum leap in acceptance of cooperative databases, some mailers are still resistant – reluctant to share their hard-won names. Yet the value received in return far outweighs any loss of exclusivity. Besides, as the panelists pointed out, exclusivity is truly an illusion – you can be sure other companies or charities are mailing “your” actives as well.   In return for contributing their house list, mailers multiply their options by thousands or millions of highly qualified prospects. Plus the co-ops have powerful programs to determine the right variables and define the most lucrative possible customized lists.   Because each co-op has its own unique formulas for analytics, using multiple co-ops can make good business sense. In fact, the co-op companies themselves encourage it.   Ultimately, it’s all about finding ways to mail smarter, not mail more. And that goes for emails too. Just because emailing is “free,” doesn’t mean it comes without costs such as the hidden cost of disengagement, when consumers feel over-mailed and opt out of relationships.   Donna Hamilton used a couple of buzzwords we loved – “coopetition” amongst the co-op db companies in service of a client … and the ways they “anonymize” a co-op member’s list.   Each co-op has particular strengths, whether it’s customer acquisition, reactivation or finding unexpected new sources of potential charitable donors. So if you’re ready to “dive in” to the pool, ask around, experiment and as always, test, test, test. You just may find getting in the swim with co-ops is a brilliant stroke.   Thank you to I-Behavior for sponsoring this meeting.  I-Behavior, Inc.-- specializing in data and analytics. With expertise building multivariate models and aggregating transaction-level purchase data, I-Behavior creates predictive profiles of consumer purchase behavior. It is a valuable resource for multi-channel merchants who need to invest marketing dollars more effectively. I-Behavior developed the first SKU-level purchase data cooperative which currently represents 8 billion SKU-level transactions accounting for over $320 billion in online and offline purchases. More information at: www.i-behavior.com.

A Cooperative Effort: An Inside Look at Working with Cooperative Databases
*Sponsored by: I-Behavior, Inc.

RESCHEDULED DATE:  Wednesday, February 9, 2011
Time:    11:30 - 2pm
Place:    Tamarack Country Club     55 Locust Road, Greenwich, CT
    www.tamarackcountryclub.com  ~ 203-531-7300 Cost:    $65 for HVDMA Members/ $80 for Non-Members   The art and science of Cooperative and Private Database management are constantly advancing. Keep your knowledge and your business on the leading edge with this informative session. Our panelists include:   Bruce Demaree, Director of Development, DonorBase. This cooperative prospecting database, a division of Lake Group, specializes in nonprofits and fundraisers. Bruce is responsible for database architecture and client satisfaction; he also serves as manager of the NOZA and National Relief Charities lists.  His efforts fuel the campaign success for hundreds of non-profits across all service sectors. Bruce’s past experience includes list management (Novus Marketing), data licensing (Marigold Technologies), and online directory services (MediaBrains). His interest in cooperative platforms developed when he assembled multi-source marketing files for the use of telecom and financial services firms at CPC Associates.   Brent Eskew, EVP, Wiland Direct.  A direct marketing services company in Longmont, CO, Wiland Direct has built the most comprehensive transactional database in the country. Brent’s responsibilities include managing new client acquisition and expansion across industries. He previously served as the founder and president of FindYourSpot.com, an online company that earned recognition as one of the top internet sites for relocation information. Using its massive database (billions of purchase transactions from more than 1,600 participating catalog/online merchants, in-store retailers, publishers, and nonprofit organizations) and powerful custom models, Wiland helps clients acquire new customers, reactivate lapsed buyers, and maximize housefile sales and profit.   Laura Faulkner, EVP Brokerage, Infogroup|Direct Media Millard. Laura’s division specializes in database development and marketing. Her clients prospect via private and cooperative business database environments. Her largest database client has mailed over 3.5 billion names through Infogroup|Direct Media Millard . Laura’s 18-year track record with the company started as VP database design and development, before expanding her database expertise to the brokerage community. Prior to that, she was at Performance Seminar Group and Mal Dunn Associates. Today, she helps clients take advantage of Infogroup’s breakthrough prospecting and retention database environment with true multichannel functionality. Their b2bdatawarehouse contains 1,500 accurate, unduplicated, direct response and overlay list sources reaching every business sector in the U.S.   Donna Hamilton, VP Sales & Business Development, Alliant. Donna oversees Alliant’s client partnership team, focusing on developing strategic relationships that range from direct mail optimization to ecommerce management. She brings to our panel a deep understanding of multi-channel strategy. Donna has worked with clients in publishing, catalog and ecommerce to develop innovative customer acquisition and retention marketing programs. She came to Alliant from Millard Group where she served as Senior VP of New Business and Major Accounts. Based in Brewster, NY, Alliant offers predictive segmentation solutions that enable direct-to-consumer marketers to achieve higher profitability across multiple channels, including traditional mail, DRTV and digital marketing.   Meet the Moderator: Richard Vergara, LDS Group Inc. Prior to forming LDS Group in 2002, Richard was a VP and Director of the Publishing Group at MKTG Services following its merger with his previous employer, Stevens-Knox & Associates. He was also a principal with The Kleid Company, Inc. A past chair of the DMA's List/Database Council, Richard served on the Council's operating committee for over 10 years, and is a past chair of List Day. He has organized and taught courses for New York University and the DMC-NY, and writes and speaks frequently on industry matters. Effective January 2011, he joined the Board of the HVDMA.

As always, our event begins with great networking, followed by a gourmet lunch and moderated panel discussion with audience Q&A, all in a beautiful country club setting.  Come enjoy and learn with HVDMA's first event of 2011!

 *Special thanks to our sponsor I-Behavior, Inc., specializing in data and analytics. With expertise building multivariate models and aggregating transaction-level purchase data, I-Behavior creates predictive profiles of consumer purchase behavior. It is a valuable resource for multi-channel merchants who need to invest marketing dollars more effectively.    I-Behavior developed the first SKU-level purchase data cooperative which currently represents 8 billion SKU-level transactions accounting for over $320 billion in online and offline purchases. For more information, please visit us at:  i-behavior.com



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