Commentary: NEMOA Lovefest Gets Down to Business
A native New Yorker, Krangel has spent the past few years in Miles Kimball’s Oshkosh, Wis., headquarters trying to modernize an old-fashioned catalog business that still receives a lot of mailed-in orders from its aging clientele. He shared with the audience several of the forward-thinking strategies he’s been applying at Miles Kimball, such as the deep merchandise analysis the company’s been doing to find out where specific product categories have been growing online.
Like other speakers, Krangel urged NEMOA members to join the ACMA and get actively involved in catalog postal efforts. At the same time, however, he was presenting a very modernistic vision of an old, aging direct marketing company.
That’s much like NEMOA, which in recent years has sought to shed its original New England Mail Order Association moniker and its outdated implications. Traditionally, NEMOA conferences have been the setting for a clique of veteran, small to midsize catalog marketing execs and some of their vendors. But like the larger, but considerably downsized, Direct Marketing Association, NEMOA has worked hard to remain relevant in the rapidly changing retail environment, both financially and in purpose.
“We're trying to figure out new ways to maintain the financial health of our organization,” NEMOA Executive Director Janie Downey told me after the event.
Watch for our complete summary of the best takeaways from Krangel’s session in next week’s edition of The ROI Report e-newsletter, along with other NEMOA coverage. Among others, look for the recap of the forward-thinking session on social media presented by social networking trailblazer David Carter. He may not have shed bright light on how integrated retailers can make money directly from their involvement with social networks, but Carter offered up many ideas on how to move closer to that goal.