Sales representatives need to know what the most successful direct mail campaigns are today and what the direct mail package of tomorrow looks like. In this session, hear from a panel of your peers about how they created their most successful direct mail campaign. We’ll cover it all including using pURLs, finding your targeted audience, managing your data, and how to approach this type of sale.

Moderator: Donald O’ Connell, executive vice president, Vanguard Direct
Donald O’Connell is the executive vice president for Vanguard Direct. Don heads up Vanguard Direct’s marketing, sales, new product development, and interactive services. He earned a B.S. in Accounting from Villanova University in 1983 and then joined Vanguard as a salesman focusing on business forms. In 1987, he helped launch Vanguard’s commercial printing and direct mail businesses. Under his leadership, both businesses have generated consistent double-digit annual sales growth. More recently, Donald has overseen the development of online services for customers, including the company’s new web site.

Panelist: Kip Lady, sales manager, KaeL Direct, LLC
In 1997, Kip Lady and his father, Karl Lady, Sr., decided to leave McGregor Printing and Mailing (a nationwide forms and direct mail company based in Washington, DC) to form their distributorship KaeL Direct.

With its humble origins operating out of Karl Lady’s basement office and initial ambition as a forms and specialty print distributor, KaeL Direct quickly evolved into a provider of direct marketing print products and services. Over the course of just a few years, and as the primary focus and direct mail offerings evolved, the company steadfastly grew to 15 employees and $18 million in sales.

In 2003, KaeL Direct was recognized by the Print Services & Distribution Association, as the fastest growing distributor in the country. Today, headquartered in Alexandria, Virginia, KaeL Direct has continued to progress and prosper as a multi-channel provider of one-to-one marketing solutions.

Panelist: Mike Weinzierl, CEO, Professional Graphic Communications
Mike Weinzierl is chief executive officer of Professional Graphic Communications. He has been an industry volunteer with the association for many years and has served as the Region 8 Regional Director. Mike has been selling direct marketing services since 1983. He has been involved with many different projects and has a wealth of information to share.