A Vision for the Future of DMA: A Q&A With DMA’s Lindsay Hutter
For direct marketers, the Direct Marketing Association (DMA) is the legacy trade association in a sea of upstarts. DMA's been reinventing itself, positioning itself as a data-driven organization. Just before DMA2014, the organization brought Lindsay Hutter on board as its new SVP of communications.
Target Marketing interviewed Hutter on Oct. 23. This is the full interview with Hutter, who joins DMA after her years at New York-based PR firm Hill+Knowlton and the National Association of Convenience Stores (NACS).
Target Marketing: What do you plan to change about DMA's communications strategy?
Lindsay Hutter: Well, I think the first thing that I plan to do is listen to our members and listen to my colleagues, and pay attention to what's happening in the broader world around us. Then—with the benefit of that great input and counsel, and observations—look at, and assess, what we're doing at DMA. Focus on what's good, and we want to keep. Focus on what we probably might want to change.
Also determine what we need to innovate. You might call it the "stoplight" approach. "Green," we keep; "red," we discontinue; then we identify where's the innovation opportunity that delivers more value to our members, and positions this industry on the economic landscape for the full value and contributions that it brings to not only the US economy, but also the global economy.
TM: How do you plan to do that?
LH: There are a couple of great resources that all of us have, the first one is ears. I want to listen. The second thing I want to do is be able to ask smart questions of people that care about the industry, that are leading the industry. Also those that have been hallmarks of the industry. I worked for an industry that had its first roots back in the Depression era, the convenience and petroleum industry.