Today’s mini marketing interview features Kevin Shields from Grand View Media Group.
In case you’re new here, our mini marketing interviews feature various Marketers with different areas of expertise. So even if today’s interview isn’t relevant to you, the next one might be.
1. Can you give me a very brief bio about yourself and your company?
I am originally from Atlanta, GA and graduated with a BBA Marketing from the University of Georgia. I have been in circulation for over a decade. Starting in newspapers, my career has taken me from GA to SC to VT to AL, where I now work in magazines.
2. What is your marketing expertise?
My expertise would be circulation sales. I started in that capacity only and then worked my way up to broader responsibilities. I am equally well rounded in all channels from Agency to Direct mail to Internet.
3. Regarding your expertise, if you had to choose one tip to share, what would it be?
Never do anything just because it is the way it has always been done. Test new things but do not become married to your ideas just because they are yours. Be willing to honestly evaluate and you will be successful.
4. What do you think the future of direct marketing is?
I am unsure. While the “experts” will say that direct marketing is headed online, direct mail still proves to be a very profitable source.
5. If you use direct mail, what is working for you right now?
Never staying stagnate is the key to our success. Recently, I was awarded the Audience Development All Star for Direct Mail. We typically average a paid response of 5%. That high number is due to constant evaluation. Unlike many who will say that creativity is the key, we have found that untrue. More than anything, the mailing list is the key to one’s success or failure.
If you want to be considered for our interview series, please send your answers to the same questions above to Ryan Cote. Thank you!