Not Consumers or a Database … But a Community
It seems like my bags have been perpetually packed recently.
I'm just back from two events: the Publishing Business Conference & Expo (PBC) and All About Email LIVE! Luckily, I was able to sit in on some extraordinary sessions. A concept I heard multiple times was "community." Not subscribers, prospects, database, audience, consumers, but community.
Community is conversation, engagement, loyalty, and frankly, good business.
I'm reminded of the story that my husband Denny has told about the small-town bank president who, when a baby was born in town, would create a 3"x5" index card and send out a congratulatory note to the parents. When the child was five, the president would invite the family to the bank, present the child with a new crisp dollar bill and open up a new savings account. Over the years, special events would be recognized and long after that child had grown up, left town and started their own family, would still remain a customer of their hometown bank ... their community.
That same personal experience is happening today. Whether through the small regional events that Ryan Begelman, CEO of Bisnow Media described at PBC ... or the myriad landing pages and email messaging that Adam Schwartz, GM of Busted Tees dazzled me with at All About Email LIVE!
Saturday, I'm off to the DMA2013 in Chicago. I'll be floating between the Target Marketing Group booth at 633 and the Who's Mailing What! Experience Lounge at 867. If you're going to be there, please stop by and chat.
And if you're not going to be there, shoot me an email. I'd love to know what keeps you up at night and talk about how we can help.
I do feel that we are building a community here at Direct Marketing IQ and the Target Marketing Group. Thank you for being part of it.