List View-Remember What Drives Our Business (1,058 words)
In addition, be absolutely certain to convey significant changes in file make-up to brokers and mailers. In recent years, we've seen drastic shifts in the source of many response lists: more Internet-generated lists, fewer sweepstakes names, the growing impact of New Sub Services on the subscription list market, and so on. It's imperative for managers and brokers alike to keep mailers informed of such changes.
Along the same lines, another area where we collectively can do a better job on behalf of our clients relates to mailer-list owner meetings.
Brokers and managers often meet on behalf of their clients—and we should; it's why we get paid. However, no meetings are as productive as those which include the mailer and the list owner, discussions where each can speak candidly about its challenges and opportunities. Yet, here we are, in the 21st century and there are some list companies who purposely keep their clients away from such valuable discussions. You know, they wouldn't want to risk "losing" to the other side … don't want to share anything with the enemy. It's such an unfortunate and counter-productive mentality.
So, before you get too upset about reconciling another exchange balance or preparing one more report, think about the most recent round of layoffs at a major cataloger, the downsizing at a top publishing firm or further dot-com fall-out. Often, our "middle-man" roles are compared to that of real estate agents. Therefore, it's only appropriate that when you're asked what are the three most important aspects of the direct marketing industry, your answer should always be the mailer, the mailer and the mailer.
ED BOCKNIK is director of List Management Services of Direct Media, Inc. Bocknik joined Direct Media in September 1980 as an account executive in the firm's consumer list management group; in 1992 he was named head of DMI's Business-to-Business/High-Tech list management division. Today, he directs all list management and leads Direct Media's corporate marketing initiatives. You can reach Bocknik at (203) 532-2485 or by e-mail at firstname.lastname@example.org.