More Practical Lessons from DMAWEF Volunteers
by John Jay Daly, APR Fellow PRSA
 
Since the valuable lessons that members of DMAW gave to the 16 marketing professors from 10 colleges are so useful, their pearls shouldn't be confined to the classroom at Georgetown University where the DMAWEF staged its "Professors Institute" earlier this year (see May AdVents). Here's my final summary of what more marketers told the profs. 
 
In his presentation titled "Social Media: Forget the Advertising Model; It's About Word of Mouth," Scott Hildebrand, CEO of BoldMouth, Inc., in Charlottesville, VA, writes, "Using social media, today's consumers are increasingly turning to media produced by other consumers. The best method for marketers to get their message into this medium is through word-of-mouth and viral marketing efforts. These disciplines require a combination of creativity, technology, and being skilled at complex execution."

Steve Fleshman (ofDR2) and Pru Bovee (of Prudence Bovee Copywriting) gave a dual presentation entitled "Copy v. Design: Steel Cage Death Match." Steve and Pru believe wholeheartedly in laughing at themselves as much as they laugh at others, and their presentation to the professors showcased some tragic failures of their work as well as examples of synergy creating success. The lessons they learned were explained in each case.
 
The premise of the discussion is that the direct mail industry's standard operating procedures put up an unintentional wall between the two sides of the creative team -- copy and design. Often, the results are just fine, but when the wall is deliberately broken down and designer and writer are free to work together, the final result is often superior to "just fine." The duo commented that "it's harder to insist on the extra time and effort for collaboration -- but it's worth it in the long run."

"At the conclusion of their presentation, Steve and Pru were hoisted onto the shoulders of the cheering audience and paraded in a spontaneous demonstration of exuberance through Georgetown. Canonization is being considered, or possibly the stocks and pillory."
 
John Jay Daly, president of Daly Communications, Chevy Chase, MD, has been a DMAW Member since the early 1960s. He serves on the DMAW Educational Foundation board and has been active with the DMAWEF for many years. Daly has been an "instructor" at several Institutes, as well as the speaker at a few closing banquets. He can be reached via his website: http://www.johnjaydaly.com or phone: 301-951-9110.