Eastman Kodak marketing chief wows local direct marketers

I'm very proud that my company was able to co-sponsor this dynamic speaker yesterday at the monthly Northeast Ohio Direct Marketing (NODMA) luncheon. Barb Pellow is a graduate of some of America's biggest companies--including IBM and Xerox--but she's as down to earth as anyone you'll ever see on a podium.

And did she ever explain to us what it means to mix your media in marketing! She told a case study of Lexus automobiles--how they point to the website in their advertising, get you to tell them what you want, back it up with direct mail (in Lexus's case, they send you a customized full-color brochure with exactly the car you described pictured in it)--then they personalize the followup by having a salesman call you with exactly that car in stock.

Barb gave us lots of fascinating statistics--like U.S. sales online this year will total $144 billion. Like 14 out of every 100 people on the EARTH is using the Internet. Like total online sales will be $316 billion by 2010. Is your entrepreneurial heart a-flutter yet?

Anyway, here's a link to the Kodak exec's presentation if you want to take a look--though you can never replace having been there! Thanks, Barb, for the information-packed session.

P.S. As a Board member of NODMA, I invite you all to attend our next month's luncheon where you'll hear the secrets of their recent huge rebranding campaign from a Charter One Bank exec.