There's a big controversy brewing at The Direct Marketing Association (DMA). One of their board members by the name of Gerry Pike has nailed his proverbial theses to the door of the DMA in the form of a website titled http://abetterdma.org/ . Mr. Pike is asking all voting DMA members to give him their proxy vote so he can implement the changes he feels are needed to change (save?) the DMA.
The DMA has lashed back with an email to it's members http://www.the-dma.org/cgi/dispannouncements?article=1328 that if you didn't know better, would portray Gerry Pike as a trouble maker who is bitter over the board not nominating him for a second term.
I'm qualified to make a few comments
As a 25 year member of the DMA and an expert in direct marketing, I think that I'm qualified to make a few comments on the situation.
First let's start with Gerry Pike. I've known him professionally for several years. I've had drinks and dinner with him and other professionals in the field on several occasions and he never came across as a wacko. He's a professional who is not afraid to speak-up. I can see how he might rub other DMA board members the wrong way.
On the other side is the DMA board. http://www.the-dma.org/cgi/disppressrelease?article=1225 There are approximately 40 people on the DMA board, all top professionals and they only meet three times a year as a full board, so things move slow. John Greco is the President of the DMA. There have been some very big lay-offs at the DMA and their ability to service members has suffered. On top of that, Mr. Greco makes over $800,000.00.
Three or four years ago I was having a chat with John Greco and told him that the term "Direct Marketing" was antiquated and misunderstood. When you tell someone you're a Direct Marketer, the usual reply is, "So you do direct mail?" I said, "that was why I changed our agency name to Roska Direct Advertising instead of direct marketing." To most people, Direct Advertising covers all forms of media, including interactive. The name change has really worked. Not only our clients perceptions, but our own perceptions of what we do.
John Greco asked me if I was suggesting that the DMA change its name to The Direct Advertising Association? I said yes and added that if they didn't, some other associations were going to eat their lunch.
Most people don't call themselves direct marketers anymore
Direct Marketing is not dead. But it has gone through a transformation. Most people don't call themselves direct marketers anymore. Today people identify themselves as marketers, and they "use" direct marketing as a tactic.
To the majority of brand and product managers I have worked with over the years "direct marketing" usually means "direct mail" or "junk mail". Our industry has done a terrible job of educating or expanding knowledge in the direct field. The DMA claims that over 50% of total advertising spend is direct, yet we do not have a proper college level textbook and the majority of colleges and universities do not teach direct/interactive courses.
Whereas "Direct Advertising" is perceived as multi-channel, including interactive. We could go as far as to rename it The Direct and Interactive Advertising Association (DIAA). Changing the name to Direct Advertising will meet today's marketers perceptions.
More importantly, changing the name is an important first step in a commitment to change the DMA into an organization that is in tune with where things are going and not focusing on trying to save the past.
And John, take a pay cut. Temporary.
Jon
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