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In this episode we have Brian Snider, the President and Chief Creative Officer at The GRI Marketing Group, a direct and digital marketing agency, delivering responsive integrated marketing across various media. Their services encompass strategic planning, creative execution, and campaigns spanning offline, online, and out-of-home channels. Their 35 years in the field have yielded significant revenue for clients, including publishers, finance, professional services, IT, and more.

Chapters:

• 00:00 - Intro
• 01:46 - Brian's Journey to GRI Group Presidency
• 05:41 - Boosting ROI Through Omnichannel Marketing
• 09:02 - Using Data for Targeted Client Segmentation and Personalization
• 12:56 - The Pros and Cons of Automated Direct Mail in Campaigns
• 17:30 - Innovative Automation in Insurance Direct Mail
• 21:54 - Balancing Performance and Brand Investments for Clients
• 27:17 - Get in Touch with Brian

Get in Touch with Brian:

GRI Group Website

Brian’s Email

Mentions:

Fortune 500

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In this episode we have Kevin Lee, the visionary CEO at eMarketing Association, an organization dedicated to empowering marketers across the advertising, marketing, media, and agency spectrum. Committed to education and support, the association facilitates connections and knowledge exchange within the realm of paid media (advertising, influencers, promotions, sponsorships), earned media (PR, digital PR, social media, SEO, content marketing), owned media, and CRM/retention marketing.

Kevin also founded We-Care, a cause marketing platform which generated over $8 million for nonprofits, becoming the “inspiration” for Amazon SMILE ($450+ million in donations). Kevin has written 4 books, spoken at more than 500 events, and published 700+ articles on marketing. Kevin received his MBA from Yale and is an investor and advisor for various ad-tech, mar-tech, ecommerce and other companies.

Chapters:

• 00:00 - Intro
• 02:42 - Kevin’s Story From Yale to Marketing Success
• 10:01 - Balancing Time and Energy in Managing Multiple Platforms
• 14:27 - Exploring the Evolution of Giving Forward + Gawker
• 23:05 - Kevin’s Transition from SEM to Direct Mail and Omnichannel Insights
• 30:39 - Marketing Investments During Economic Uncertainty
• 34:15 - Navigating Generative AI's Impact on SEO and Marketing Channels
• 39:40 - Get in Touch with Kevin

Get in Touch with Kevin:

Kevin’s LinkedIn

Mentions:

Marin Software

Truth Nutrition

Didit

Giving Forward

Gawker

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Postalytics Website

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In this episode we have Michael Helms, the Regional VP of Sales at RR Donnelley (RRD), a global leader in multichannel solutions for marketing and business communications. With over 50,000 customers and a presence in 345 countries, RRD offers a comprehensive portfolio of capabilities underpinned by Michael's expertise. Beyond technical know-how, Michael is a conductor of collaborative brilliance, uniting creative minds to craft captivating print narratives that make a lasting impact on audiences worldwide.

Through his journey in the production seat, Michael recognizes that the real magic happens when innovative ideas converge. He enlivens print and marketing campaigns, connecting brands to audiences through a spectrum of integrated services and technology.

Chapters:

• 00:00 - Intro
• 02:08 - Michael’s Career Journey in Marketing and Omni-Channel Communications
• 06:22 - RRD's Perspective on Direct Mail and Omnichannel Marketing
• 08:39 - Crafting Strategies in Marketing Campaigns
• 11:51 - Innovative Multichannel Campaign Success Story
• 16:45 - Acuity by R&D's Impact on Direct Mail Testing
• 21:02 - RRD's "Go Creative" Global Creative Services
• 29:12 - Exploring Optichannel Marketing Trends and Insights
• 31:54 - Fostering Customer Relationships with QR Codes and Direct Mail
• 35:41 - Get in Touch with Michael

Get in Touch with Michael:

Michael’s Phone - 248-207-0690

Michael’s Email

RR Donnelley Website

Mentions:

The Hennegan Company

Robert Ott, Jr

Unreal Engine

More About Postalytics:

Postalytics Website

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In this episode we have Lianne Wade, a Senior Director of Client Service at MERGE Boston, specializing in integrated marketing. She is highly skilled in employing omnichannel strategies that incorporate various channels, including direct mail, to drive successful campaigns. Lianne's expertise extends to customer insights, data analytics, omni-channel marketing strategy, and measurable, ROI-based strategies.

She is a respected industry contributor, having published her work in prominent blogs and publications such as Target Marketing, Direct Marketing, Chief Marketer, MarketingSherpa, and Mad Marketer. Lianne has also been featured as a speaker on the ALS Ice Bucket Challenge and is recognized as an accomplished author and thought leader in the marketing field.

Chapters:

• 00:00 - Intro
• 02:09 - Marketing Background and Career at MERGE
• 07:43 - Direct Mail's Success in Healthcare
• 13:06 - Regulation's Impact on Health Campaigns
• 18:16 - Enhancing Open Enrollment with Multi-Channel Marketing
• 27:05 - Exploring the Rise of Online Response Channels
• 32:40 - DEI Strategies in Healthcare Insurance Marketing
• 40:30 - Get in Touch with Lianne

Get in Touch with Lianne:

Merge Website

Lianne’s Email

Lianne’s LinkedIn

Mentions:

CMS - Centers for Medicare & Medicaid Services

Healthcare.gov

Aetna

CVS Health

Medicaid

More About Postalytics:

Postalytics Website

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In this episode we have Steve Falk, the VP Partnerships and Sustainability at The AIIM Group in Aurora, Ontario. With expertise in both physical and digital technologies, Steve and the team at AIIM integrate triggered Variable Data Printing and Direct Mail into clients' tech stacks, driving improved sales, customer engagement, and charitable donations.  

Steve’s a well known expert in omnichannel marketing that includes personalized mail across both Canada and the US. He’s also developed a significant body of work to help understand the carbon footprint of direct mail, and has developed programs at AIIM that utilize advanced carbon offset techniques.  

Chapters:

• 00:00 - Intro
• 02:47 - The Journey of Steve in the Marketing World
• 11:25 - Direct Mail's Power in Timeliness and Personalization
• 15:14 - AIIM's Key Solutions for Its Customers
• 18:35 - The Transformation of Direct Mail into Tech-Integrated Marketing
• 21:29 - The Evolving Landscape of Omni-Channel Marketing
• 27:17 - AIIM's Carbon Neutral Direct Mail Service
• 39:01 - Get in Touch with Steve

Get in Touch with Steve:

Steve’s Email

AIIM Website

Mentions:

Prime Data

Mailcom

The Sustainable Mail Group

More About Postalytics:

Postalytics Website

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In this episode we have Bruce McMeekin. Bruce is CEO and founder of BKM Marketing, an Inc. 5000, omnichannel marketing agency focused on delivering turnkey, results-driven marketing programs for banks and other results-driven B2B and B2C clients. Bruce and his BKM Marketing colleagues assemble high-caliber project teams of seasoned creatives, data analysts, digital, and print production experts that help clients get to market effectively and efficiently. 

Bruce is also a member of the Forbes Agency Council, has been heavily involved in the New England Direct Marketing Association, and has a passion for sustainable marketing that we’ll dive into today. 

Chapters:

• 00:00 - Intro
• 02:33 - Bruce's Marketing Journey and BKM Foundation
• 11:39 - Finding Consistency Across Banking and Non-Banking Clients
• 17:25 - Unique Challenges in Banking Marketing at BKM
• 20:26 - Bruce's Top 3 Tips for Omnichannel Campaigns
• 27:35 - The Power of Profitability-Based Segmentation
• 31:54 - Bruce's Passion for Sustainable Marketing
• 40:18 - Get in Touch with Bruce

Get in Touch with Bruce:

BKM Marketing Website

Net Zero Now

Mentions:

Sam Ricco

More About Postalytics:

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In this episode we have Jeff Tarran joining us. Jeff is the Chief Operating Officer of Gunderson Direct, one of the leading marketing agencies specializing in direct mail in the U.S. Gunderson has been building and improving direct mail programs for large companies and well funded startups for over 18 years, applying proprietary testing and optimization techniques to lead generation, customer acquisition, triggered marketing and many other types of campaigns.

Jeff has started two successful direct marketing agencies and has been CEO or part of the management team at agencies for the past 20 years. He’s considered one of the direct marketing industry’s true thought leaders, and has recently contributed to a cool new book called “The Most Amazing Marketing Book Ever”.

Chapters:

• 00:00 - Intro
• 02:06 - Early Influences and the Path to Direct Marketing
• 04:25 - Starting Strong in Direct Mail
• 08:11 - Unique Characteristics of Direct Mail Data
• 13:38 - Perceptions of Direct Mail vs. Digital Channels
• 16:44 - Creative Trends in Direct Mail
• 20:40 - Innovative Technology at Gunderson Direct
• 23:50 - Emerging Data Sources in Direct Mail Marketing
• 27:32 - Key Advice for Novice Marketers in Direct Mail
• 32:31 - An Inspirational Direct Mail Success Story
• 34:38 - The Evolving Landscape of Direct Mail in Marketing
• 36:38 - The Most Amazing Marketing Book Ever
• 38:25 - Get in Touch with Jeff

Get in Touch with Jeff:

Gunderson Direct Website

Jeff’s Email

Books:

“The Most Amazing Marketing Book Ever” by Mark W. Schaefer

More About Postalytics:

Postalytics Website

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In this episode we have Nancy Harhut joining us. Nancy is the Co-Founder and Chief Creative Officer at HBT Marketing. They create digital and direct marketing campaigns driven by what behavioral scientists have proven about how people make decisions. And, we deliver superior results for some of the best brands around.

Nancy has an extensive knowledge of direct and digital marketing best practices, outstanding pitch skills, established track record delivering results with B2B and B2C clients, both global and local.

Chapters:

• 00:00 - Intro
• 02:03 - From Early Career to Behavioral Science in Marketing
• 04:39 - Exploring the Power of Behavioral Science in Marketing
• 08:42 - Enhancing Direct Marketing with Emotion-Driven Strategies
• 12:23 - Embracing Counterintuitive Marketing with Behavioral Science
• 18:52 - Testing Behavioral Science in Direct Marketing
• 21:24 - Direct Mail Testing with Behavioral Science Insights
• 26:48 - Behavioral Science Marketing Insights in Nancy’s Book
• 28:39 - Get in Touch with Nancy

Get in Touch with Nancy:

Nancy's LinkedIn

HBT Marketing Website

Mentions:

Robert Cialdini

John Sisson

Books:

“Using Behavioral Science and Marketing” by Nancy Harhut

“Influence: The Psychology of Persuasion” by Robert Cialdini

More About Postalytics:

Postalytics Website

LinkedIn

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