Fort Lauderdale/Miami/Palm Beach, FL, February 20, 2006 --(PR.com
)-- Florida Direct Marketing Association hosts Herschell Gordon Lewis at March 16th meeting.
“Customer Relationship Management? Nope, it’s Customer Elimination Management” as presented by Herschell Gordon Lewis is the topic for the FDMA’s monthly luncheon on Thursday, March 16th at the Westin Hotel on Cypress Creek Road and I-95 in Fort Lauderdale. The meeting is open to the public with registration and networking beginning at 11:30 am. Best networking from 11:30 am – 12:00 pm. Program includes full lunch. For more information or to register visit www.fdma.org, or call 954-724-3662.
That’s the title of the controversial speech well-known direct response authority Herschell Gordon Lewis will present at the next luncheon meeting of the Florida Direct Marketing Association.
“The word ‘Management’ is a twenty-first century danger-word,” says the outspoken Lewis, whose column “Curmudgeon-at-large” in the magazine Direct is widely read. “E-mail and Web marketers seem to be the principal offenders in emphasizing ‘Management’ over “Relationship’ – and the result is alienation of a customer or prospect instead of building rapport. Ugh.
“It doesn’t bother me when they spell my name wrong,” Lewis comments wryly. “It does bother me when ‘Free’ is hooked to a hidden set of conditions, when an e-mail offer suddenly demands a password, and when I discover that because I’m an existing customer I’m paying more than their offer to new customers.”
Lewis promises to supply some guidelines for emphasizing that missing element “Relationship.” Early indications are that the discussion will be a lively one.
Author of 29 books including “Asinine Advertising” and “Marketing Mayhem” as well as the classic “On the Art of Writing Copy,” Herschell Gordon Lewis’s 30th book, “Burnt Offerings,” covering nonprofit mailings, is scheduled for September publication. In addition to his column in Direct, he is the copy columnist for Multichannel Merchant and creative columnist for The NonProfit Times and Greentree Gazette.
About the Florida Direct Marketing Association
The FDMA has nearly 200 members, including catalogers, Internet retailers, financial services providers, publishers, book and music clubs and retail stores. “Direct marketing” is the art and science of sending one-to-one promotional messages directly to consumers, which allows marketers to measure response rates and campaign effectiveness. The FDMA was a chapter of the national Direct Marketing Association from late 2002 until August 1, 2005, when it once again became an independent, better and stronger organization.
FDMA luncheon meetings are typically held on the third Thursday of each month at the Westin Hotel in Fort Lauderdale. New members get their first lunch free when they join. Special membership rates available for non-profit organizations as well.