Mackay Offers DMers Tips in Time of Rapid Change

Share this content:
NEW YORK -- "Direct marketing as you all know it now has come of age," said Harvey Mackay, chairman of Mackay Envelope Co., in his keynote address yesterday at the Direct Marketing Association's DM Days New York 2005 Conference & Expo at the Javits Center.


In all industries, Mackay said, more changes have occurred in the past five years than in the previous 15 to 20. He noted the Internet's growth -- to 50 million users in five years -- as an example, calling it "the most powerful force in the world today."


Mackay cited a Pitney Bowes study that found households with Internet access receive twice as much mail as those without.


"Direct mail is a growth industry," Mackay said. But he acknowledged that customers are more knowledgeable, intelligent and demanding than ever.


Mackay offered a few tips he has learned during his years as the head of his envelope company and as a New York Times best-selling author of several books on business.


"Some of the best people spend a lot of time looking out the window," he said, as they are thinking and that process should not be stifled. Mackay stressed creative thinking as a key to success.


"People don't care how much you know about them once they realize how much you care about them," he said.


His firm has a 66-question customer profile that includes personal interests that it asks clients to fill out. The final question asks, "Does your competition have more and better answers than you?"


The goal of the questions is to build better long-term relationships with customers, Mackay said. He told attendees to "humanize your selling strategy."


Other ideas and tips he offered:


· Believe in yourself even when no one else does.


· Things are not necessarily how we perceive them to be.


· Plan.


· It isn't the people you fire who make your life miserable; it's the people you don't fire.


Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Loading links....
close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here