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?
Elsevier was established over 125 years ago as a leading publisher of science & health information. Elsevier serves more than 30 million scientists, student and health & information professionals worldwide. We publish around 2,000 journals and close to 20,000 books and major reference works. We provide our products and services in two divisions, Science & Technology and Health Sciences. I have worked for magazine publishers for over 20 years in the high tech field and now STM.
2. What is your marketing expertise?
My expertise is in Marketing and Circulation Management specifically with acquisition and retention of subscriptions.
3. Regarding your expertise, if you had to choose one tip to share, what would it be?
No two industries are the same. What works well for one may not be the answer for the other. You need to continuously test all facets of direct marketing to understand your customer. The commonality of all industries is knowing your customer and marketing to them in the way they want to be reached.
4. What do you think the future of direct marketing is?
For a long time people have said direct mail is dead, email marketing is the future. I don’t think direct mail will ever go away. It will continue to be a viable part of an overall marketing mix. It’s the best way to drive people to your website. In the STM market, all the research shows that most doctors have SmartPhones or iPads, however our best responses continue to come through direct mail.
5. If you use direct mail, what is working for you right now?
What works for us is a #10 package. We vary what goes inside the envelope. By taking advantage of PURLs, QR codes and variable printing we continue to see solid responses relative to our market.
If you want to be considered for our interview series, please send your answers to the same questions above to Ryan Cote. Thank you!