Announcement

Collapse
1 of 2 < >

Registrations

New user registrations are verified at least once per day. Thank you for your patience.
2 of 2 < >

Your Assistance Please

We need your help to battle spammers and also to keep our community user friendly.
PLEASE BE KIND TO OTHERS - Refrain from personal attacks. Avoid politics and harsh language whenever possible. If someone is violating our simple rules, DO NOT confront them, simply report the post.
STOP SPAMMERS - Report the post. DO NOT respond to them.

2017 is a year of renewal for us, we have lots of exciting changes on the way for you, but we don't have time to deal with trolls and spammers. If you find yourself suspended and need to plead your case, you will need to do so after your suspension. We are happy to address your concerns if you made a simple mistake. However, please note that those with a history of bad behavior and pushing our rules to the limit will not be given the courtesy of a reply.

MiceChat offers a number of ways for you to communicate and get involved. We offer Facebook Groups and Pages, Twitter, Instagram and Pinterest accounts. We have a front page filled with amazing content. We offer weekly meetups in the parks. Meets and events all over the world. Podcasts and videos. And we continue to maintain forums for your posting convenience. But with all those options, we can't be everywhere all the time. We need YOUR help. Please don't poke the trolls. Report posts and leave reputation. We'll do our best to keep the forums clean and active, but we can't do so without your help.

Thank you for your support folks, it's going to be a really fantastic year in the MiceChat world.
See more
See less

From Disney to direct marketing success

Collapse

Ad Widget

Collapse
This topic is closed.
X
X
  • Filter
  • Time
  • Show
Clear All
new posts

  • From Disney to direct marketing success

    Robbins Goes From Disney to Direct

    Exec guides DM shop into multichannel era

    Aug 18, 2008
    By Gregory Solman
    Adweek

    The SMS brain trust: Michael and Chris Stannard flank Robbins.

    LOS ANGELES When Gloria Robbins left Walt Disney Co. as director of sales and marketing for the Queen Mary and the Spruce Goose attractions to start her own direct response marketing shop in 1988, direct mail was even less glamorous -- and less profitable -- than it is today.

    Robbins recalls the difficulty of getting Disney's roster shops to prioritize her direct-marketing projects. "Within Disney, with all its priorities, we'd be pushed to the back of the bus," she said.

    Twenty years later, Robbins' shop, SMS in Santa Ana, Calif., counts Disney as a client. "More agencies are seeing direct in the forefront of trackable ROI in multichannel campaigns," Robbins said. "We're not a branding agency, but we've gone from ugly stepchild to a premier position."

    SMS' survival was not a given, even for the irrepressibly positive Robbins. Creating her first direct mail pieces for the Gene Autry Western Heritage Museum and other early clients, Robbins employed her two (then) teenage sons, her mother as well as the retired mother of her original partner, Kris Drummond, who had been the senior promotions manager of the Queen Mary. (Robbins bought her out in 1994).

    They stuffed envelopes and sent mail-order tickets from a downstairs bedroom and ran a 20-year-old labeling machine Robbins bought for $3,500 from a company that had long since retired it. Conference calls with clients were "faked" by having a partner pick up a phone in another room.

    "I thought I would start the business with Disney," said Robbins, whose new business plan reverted to relentless cold calling. "Instead, I heard, 'Who are you again?'" Not above playing the woman- and minority-owned business card, Robbins laughs that she would even offer to fill out the client's compliance paperwork herself.

    Six years later Robbins got Disney. And after three moves through strip-mall fulfillment centers, SMS operates out of an 82,000-square-foot facility and handles the likes of LG, Stremick's Heritage Foods and Kerns, among others. Billings are on target to exceed $10 million this year, she said. A milestone for Robbins, Lufthansa flew her team to Europe for a meeting alongside McCann Erickson.
    http://www.adweek.com/aw/content_dis...0ee28b6d86513a
    "If you don't know how to draw, you don't belong in this building" - John Lasseter 2006

Ad Widget

Collapse
Working...
X