Looking forward at list marketing
Fran Green, president of Smart Data Solutions at ALC, spoke candidly about the failure of many list companies to meet all the challenges of the digital age - pointing to a number of direct marketing capabilities that have been "served up to retail companies by people outside of the traditional marketing space."
She jokingly likened the current challenge to the product innovation marketer TerraCycle has done. The company's successful plant food turns worm waste into money; challenging attendees to take lemons and make lemonade.
The theme of the lunch was sustainability, and keynote speaker Bryan Welch, publisher and editorial director of Mother Earth News and Ogden Publications, also invoked metaphors arround transformative change as well as addressing the challenges of the list industry balancing green policy with sound economic growth.
"The list business is one that was built on human relationships and that is something that I have always admired and respected about the field," Welch said.
ALC CEO Donn Rappaport asserted that the goals of environmentalism and profitablilty were both good for business, saying that the list industry, mailers and catalogers "can position themselves on the same side of the table" as the eco-conscious.