Looking forward at list marketing

Share this content:
Yesterday I had the pleasure of attending ALC's 13th Annual For Brokers Only Luncheon at the Chelsea Piers in New York. With more than 100 brokers and list marketers in the room, the event was a great place to see the passion for data and list, despite the challenges that face our economy and the direct mail and catalog industry. In fact, the well loved event that raffles prizes and gathers leaders together was originally set to be canceled by economic forecasts, however ALC executives said that due to the number of requests they proceeded with the event.

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.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

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