INSURMOUNTABLE OPPORTUNITIES
By Jim Carey, Core Strategies
Jimmy Durante used to say, "We are faced with insurmountable opportunities." I feel that way sometimes. The future is ours... if we don't screw it up.
As direct marketers, we stand at the crossroads of revolutions in communications, computing, manufacturing, distribution and finance. These will drive the whole world economy in the next century.
But how do we get a grip on this incredible future? How do we seize this opportunity... when in real life, everyone is working too hard, and no one has the resources they would like to have?
I think that the answer for us is partly in upgrading our skill set, and partly in upgrading our mind set. And that's what I hope the CADM can help do for you.
Because the CADM exists to help make you more valuable to your company... and to yourself.
Upgrading Our Mind Set
First, we have to upgrade our self definition. If we allow ourselves to be stereotyped as "the mail people," we're dead. And we deserve to be.
Instead, we have to make clear that we're the masters of personalized, interactive relationship building... the marketers who know how to make the most profitable use of technology... and that we've been doing it for a long time.
Let's say that... and let's be that.
Upgrading Our Skill Set
We also need to keep our skills sharp. It seems that half the stuff I knew five years ago doesn't matter any more. In fact, it gets in the way if I'm not careful.
Meanwhile, there is so much new stuff that it's impossible to keep up. Think of it - e-commerce, predictive modeling, lifetime value, privacy, data warehouses, digital printing, regulatory changes - those are just a few.
How do we keep up? How do we upgrade our skill set? The CADM can help.
Delivering The Knowledge You Need
We want to make the CADM the clearinghouse for the knowledge you need to succeed. Our programming will focus on delivering user case studies about what works now in four areas:
- The Basics - For those who are new to the business, and those who want a broader perspective. We're also updating the Basic Course to keep pace with changes in the business.
- Creative and Message Development - To focus on how to communicate in a compelling manner; how to be on strategy, build the brand and increase sales.
- Database Marketing - To focus on what's really working now; and how technology, marketing and business practices can work together.
- E-commerce - To focus on best practices for consumer and business-to-business marketing, and how we can build on our existing expertise.
New Special Interest Groups - for free
This year, every member is entitled to join one Special Interest Group (SIG) for free. (Additional SIG's are only $10/year.)
We already have five established SIG's - Creative Exchange, Business to Business, Phone BIZ, Entrepreneur Exchange, and Financial Network.
Now, we're adding four new SIG's - E-commerce, Database Marketing, Not for Profit, and Production.
And we'll increase programming between SIGs and with groups outside the CADM.
New Ways to Deliver Value to You
We're developing new ways to reach you. We'll use conference call programs that you can access from your desk. We'll be making extensive use of e-mail, including an e-supplement to Ad marks. We'll be archiving presentations on the web site so you can access them later. And we're looking for your ideas about what we program and how we deliver it.