Exhibitors On The Hunt For Leads At DMA Show; Nolan Pitches USPS Products

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NEW ORLEANS -- Exhibitors were looking for a few good leads yesterday at the DMA's fall conference.

"We look at this show as a great lead generator," said Janice Mayo, senior vice president of national sales and marketing at Vertis, Baltimore. "Every year, we get quite a few leads, and we are hoping to do the same this year."

Mayo said those leads turn into one or two customers each year and she is hoping for the same this year.

"This is a great place to connect with clients and sustain relationships as well as meet new prospects," said Scott D. Schroeder, president/CEO of Cohorts, Denver. "This is the most important show we attend every year."

Deputy postmaster general John Nolan was present and said the U.S. Postal Service is "putting more emphasis on these shows to get our message out about business mail and how we are reaching out to small businesses."

Nolan said he planned to talk to customers and partners "to get them to think about mail." He said he wants to get the message out that DMers have several opportunities to be creative with mail.

"First-Class mail, Customized Market Mail, using catalogs and then following up with a letter," Nolan said. "We want to let people know about the breadth of what we are doing."

Nolan also said he expected to meet with DMA president/CEO John A. Greco Jr. today.

Overall, exhibitors were upbeat about the economy, both in the near and long term.

"We are very optimistic, especially about the fourth quarter," Schroeder said. "And we are hoping that continues through 2005."

While direct marketers were hoping that the show would be a success, several vendors who didn't want to be quoted said it seemed a bit slow on Sunday evening.

Despite the fact that the election is coming, politics was not on everyone's mind, and most felt the outcome would not have much of an effect on direct marketing.

"However, whoever the losing party is, I'm sure will see much fundraising and cause-related mailings from them," Mayo said.

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