The DMA communications staff has to serve both old and new members As little as 10 years ago, most members of the Direct Marketing Association were “traditional” direct marketers and suppliers who spoke a common language. Those old-timers have since been joined by Internet marketers and others who have a jargon of their own.
That’s where the DMA communications staff comes in. It has the job of reaching out to all of its members.
“Our communications are becoming much more focused in this challenging environment,” says S. Scott Roberts, vice president of corporate communications and marketing for the DMA. “Our goal,” he adds, “is to make sure that our members get the information they need through the clutter of information they receive.”
To do that, the DMA uses mail, the Internet and good-old-fashioned face-to-face contact. It reaches out to its members through biweekly e-mail newsletters, faxes, a monthly Washington Update covering regulatory issues, and a quarterly magazine, The Insider.
With the ability to opt-in or out for specific information, members are spared “clutter” while receiving materials directly related to their business.
“If the information is only for Internet people, we target them,” says Roberts. “If it’s postal rate or postal reform, we target members who would be interested in that.”
COUNCILS AND CHAPTERS “Even within companies, there are different interests,” says Peter Eustis, the DMA’s senior vice president for membership. “Part of the challenge is to talk to all different people about topics that interest them.”
Meeting members’ needs on a personalized level are the DMA special interest councils and segment groups, which provide forums on common interests, problems and opportunities. In addition, DMA chapters serve members on the local level in five metropolitan areas.
Two new communication forums are available to DMA members. In the first one, the government affairs chat room, the DMA’s government affairs staff answers questions on scheduled topics in an online session. The second, the government affairs bulletin board, is where members post questions for the staff, who then respond with answers that benefit all members.
The DMA also reaches out to members on various aspects of the changing industry through conferences and seminars, in addition to a comprehensive library where members can locate information pertaining either to their segment of the industry or the industry as a whole.
As the lines between traditional marketing methods and e-commerce continue to blur, the venues in which members can access the wealth of information available from the DMA to support their business and its future growth become increasingly valuable.
“Our philosophy and activities are aimed at addressing tomorrow’s needs today,” says Roberts.
“This is not your grandfather’s association anymore,” he explains. “We’ve married the traditions of the past with the promise of the future.”
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