My Other Life … Curling!
As I write this, the Winter Olympics are well underway in Sochi, Russia. Some of you may know curling has been a big part of my life: I was fortunate to compete in seven national championships, and in 1992 I was part of Team USA at the World Championships where we won the silver medal.
Later that same year, Denny and I moved to Philadelphia and joined the Target Marketing team. It was a good time to hang up my competitive shoes. (Yes, one sole has a Teflon slider ... and the other a rubber gripper.) Moving off the ice and into the board of directors, I became president of the association in 2002 when the winter games were in Salt Lake City. It was a fantastic experience.
Four years later, I served as Team Leader for the women's curling team in Torino. Staying in the Olympic Village, driving the team van with police escorts fore and aft, and being at the medal plaza when our men's team donned their bronze medals are moments I will never forget.
Now, watching the curling from Sochi, I have been struck by the continuing evolvement of the sport. There are subtle changes to the sliding delivery ... the release ... the equipment ... and the strategy. And I am sure the same is true in every sport. For example, take the new BMW bobsled or the questionable Under Armour unitards for the speed skaters — both with the goal of shaving hundredths of a second off their time.
So what's my segue here? Last week I moderated a Brunch & Learn webinar with Bob Hacker. He was talking about various direct mail tests that could lift response by a mere percentage point. Is all that work really worth it? You bet it is!
So here's to testing: Testing this technique ... that channel ... new lists ... html vs. text ... symbols in your subject line ... new creative ... variable data printing ... video ... it's what we do to win!
And to that end, if you haven't signed up for Direct Marketing Day @ Your Desk — now is the time. Check out the agenda and terrific lineup of speakers, and join me on Mar. 13. Let us help get you on the podium!
'Til next time!