I attended the DMA conference this year in Las Vegas. And although the past few years have been tough for the Direct Marketing Industry itself, I was very encouraged and dare I say optimistic by the turn out and overall attitude I saw.
Usually everyone’s break-the-ice question at the conferences is, “How’s Business?” And take it from there. But this year I paid a little more attention to the responses I heard in order to read between the lines.
The words ‘challenging environment’ did come up a lot. However in my case there was a lot more conversation directed towards new potential revenue streams, understanding each other’s client base and a better overall knowledge of our technical and/or corporate capabilities.
Of course, every conference I attend I attempt to gain this knowledge from my clients or new prospects. But something to me said this year was different. Maybe I just asked the right questions. Maybe vice versa! Or maybe the industry overall is collectively working smarter.
Regardless, this year’s DMA conference was a success. And without trying to be too Pollyannaish, I think everyone in the Direct Marketing industry should feel encouraged and optimistic going into 2013.
Scott Casson
President
ADMS, Inc