Cover Story: Direct Marketer of the Year: Marisa Anne Edmund
However, the bulk of EO's campaigns cross from catalog to Web to email to print ads.
"I think everyone is really getting into this mode of multichannel marketing," she says, "where you're taking a campaign and … putting all sorts of things on your website, you obviously have multiple print campaigns, you're including everything from a catalog to a newsletter to a case study. You're then making that into emails and then, of course, leveraging it in any PR/editorial circles that you have at your fingertips."
That's what she did for a 2011-2012 imaging campaign titled "Want Better Performance?" (The campaign's Web and email components also linked to EO on Twitter, Facebook and YouTube.)
"In this one, I'm able to track the performance very specifically," Edmund says of the imaging campaign. "I think that's a key ingredient, because you're creating and developing and executing campaigns as you constantly monitor, test [and] look back at your results."
The 2011-2012 "Want Better Performance?" campaign resulted in 20 percent more imaging optics sales for EO vs. an overall industry increase of 4 percent, according to figures from the Automated Imaging Association (AIA). So the campaign performed "phenomenally," Edmund says.
"Sometimes, you can make engineering fun. There'll be people that argue with me, don't get me wrong," Edmund says, giggling. "So we do some fun, creative stuff that no one in our industry would even touch. Or even think about."
Enter "Optics Woman" and "TECHSPEC Man"—two superheroes who fearlessly fly through the EO website and catalog, through print ads and onto the EO Facebook Page to offer "Super Service" to customers. And the caped comic book characters look surprisingly like Birgit Heinz, EO's global trade show director, and Ken Barber, an EO optical engineer and project manager.
Edmund has found other ways to introduce joviality, too. At previously staid engineering conferences, she's added a comedian performing magic, a candy buffet and quiz show giveaways to EO's booth offerings. Convention leads doubled to 1,000 in 2006—the first year with the changes in place.