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Home  January 5, 2010
January 5, 2010
 | January 5, 2010 |
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Economy
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Written by Jackie Rosselli
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Monday, 04 January 2010 09:20 |
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 In December, UniformMarket News began a multi-part series entitled "Tools of the Trade," focusing on the various communication instruments used to attract and retain customers. Part 1 covered the basics of email marketing – what it is and why you should use it. In case you missed it, click here to read the article.
This month, we delve a bit deeper, exploring ways to make your emails more relevant, and thus, more likely to be opened. Getting to a person's inbox in one thing; having your message read and, hopefully, converted into a sale, is an entirely separate matter.
A word to last month's readers: if you recall reading that Part 2 would appear exclusively in Made to Measure, you are correct, that is indeed what we said. But since the subject is so important, and there is so much to say, email marketing will now span three parts of the series, with Part 3 appearing in Made to Measure this February.
Still Relevant, But One of Many
For years, marketers have used email to reach customers and prospects, citing its ease, quickness and effectiveness as a channel of communication. Never meant to replace other efforts, it is used as a marketing adjunct, a way to reach customers in an ever changing and hi-tech world.
And now that world is changing again. The advent of social networking, Twitter, Facebook and other sharing sites, have caused some to suggest that email is on the way out; articles on the topic appear frequently, including one oft-mentioned Wall Street Journal piece.
Yet news of its demise is premature. Online communication patterns are shifting, with customer preferences changing at rapid-fire pace, but email still plays a pivotal role, and is still the form most used to share information. "To say that email marketing is dead is to say the telephone or direct marketing is dead," says Dan Mendelson, president of Unitex Direct, a Michigan distributor specializing in security and law enforcement wear. "Marketing always reaches a new level of sophistication, but the old forms don't go away completely." You just need to offer the channel that best suits an individual's needs and preferences, and in the uniform industry, at least for now, that vehicle is email marketing. |
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Last Updated on Monday, 04 January 2010 10:08 |
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Companies
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Written by Debra Hindlemann Webster
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Monday, 04 January 2010 09:35 |
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 Bam! 2006 and Richard Lerman hit the ground running, taking over what is now known as the North American Association of Uniform Manufacturers & Distributors. Lerman, a native New Yorker, who hails from the Bronx and Queens, is quick to discount himself and focus on his organization. With a background in communications, business, and the advertising arts, he doesn't believe in resting on the accomplishments listed in his resume, but rather on what's happening in the here and now. A devotee of membership associations, he gets a genuine thrill out of renovating an organization from A to Z, while building its population, as he adds benefits and perks that will enhance the quality of life for so many of its members.
"When I first came to NAUMD," recalls Richard, "the association was healthy enough, but it wasn't functioning in the 21st century." Lerman assessed the situation, and embarked upon an innovative plan to advance the group's direction. First, there was the website: The NAUMD newsletter was put online, and then completely overhauled twice since he arrived. Next, a host of benefits was added to draw the uniform industry into participating in greater numbers: The Dun & Bradstreet program; Hartford Merchant Services; sales training & sales hiring testing programs; healthcare support benefits; direct discounts for the members; and more.
The awards programs were significantly improved. When various competitive categories of uniform excellence were held at the NAUMD gatherings, members had previously been judging themselves. Lerman brought in professional outside judges who had no vested interests in the contestants, and people could truly congratulate themselves on their worthiness as recipients of the awards. He also expanded recognition for the winners and put everything online for all to see. Enhanced with top-notch stars, banquets, and praise for nominees and winners, the "Image of the Year" award has become a coveted title. Because of such a thrust, proper respect has been given to various uniform packages that heretofore would not have been acknowledged, let alone given top honors at a convention. Who would think of public safety uniforms being voted "Best Dressed?"
Lerman expanded the NAUMD committee base and saw to it that four to five new committees were added, drawing more members into participating roles. He worked on locating programs, products, and sources for imagewear programs. He can barely stop to take a breath as he reveals all that's happened and all that's going on, directing the uniform industry toward the future. 500 new company memberships have come on board since he took the helm. |
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Last Updated on Monday, 04 January 2010 10:13 |
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