WELCOME


Welcome to this Special Edition of Inspired Momentum


d on’t Stop Marketing.


March 11, 2020. It’s just a date. It just-so-happens to be the day the


novel coronavirus COVID-19 was officially named a pandemic. But it’s still—just a date. Will you remember where you were when you heard the news? Will it be etched in your memory like 9-11 or the space shuttle Challenger disaster in January 1986? Will it fade with time? Experts say that will depend on what your personal experience has been and what it will be throughout the remainder of 2020. Through all of this, marketers will be handed the monumental task of sweeping up the mental, economic, and emotional debris experienced by consumers. They will attempt to analyze data, predict consumer behaviors, modify their brand messaging, and determine the best time and place to deliver those messages going forward. They will be charged with gently placing their brand back in front of their customers. If they are moderately successful, they will be heroes without the capes.


Speaking of heroes, we say


it here every day, but it can’t be said enough—thank you to our employees who are our own frontline workers. We continue to stay positive while taking care of each other’s needs and


physical well-being. That’s what it all comes down to—helping to take care of one another. We’re also here to continue to take care of


you, our customers, and to help you find the best way to deliver your brand and messaging to your communities and customers. To that end, we hope you find this special edition of our publication helpful. We wanted to deliver insight, advice, and inspiration from people just like yourself as well as notable experts. Speaking of inspiration, don’t miss our


first-ever Zoom meet-up. Barring any technical glitches (we did say “first-ever”) we’ll be bringing you Trish Witkowski live, in-person. She’ll show you around her Foldfactory home studio and pull some of her all-time favorite direct mail pieces to show us “low-budget wonders” that will certainly inspire you. History has shown that people will buy


from you again. They will take vacations. They will send their daughter or son off to college. They will make a donation to your charity. They will dine at your restaurant or stay at your hotel. Our American spirit is strong and so are our businesses. It’s our job as marketers, as CEOs, as owners to let everyone know you are here, and you are ready to serve when they are ready to buy.


Greg Meeker Vice President, Sales


Don’t. Stop. Marketing. Follow us online facebook.com/modernlitho @modernlitho David Trust


The CEO of PPA (Professional Photographers of America) explains how he has guided the 26,000 member association through the COVID-19 crisis and what he will focus on over the upcoming months. (Pages 6-9)


Special Edition EXPERT OPINION


Read insights from the following contributors in this issue:


01


Trish Witkowski


Direct mail expert Trish Witkowski discusses the strengths of direct mail in a challenging marketing environment. (Pages 2-5)


Kate L. Harrison


Nonprofit, startup and small business branding and marketing expert explains consumer segments and behavior for marketers post-COVID-19. (Pages 12-15)


linkedin.com/company/modern-litho


01 Welcome Letter from the VP of Sales, plus a selection of the


key contributors writing in this issue.


02 Insights Direct mail in the COVID-19 recovery.


06 Cover Story CEO of PPA, David Trust, talks about how they have managed membership and communications through March and April.


10 Brands We Love


Brands who have accomplished genuine fan appreciation with out-of-the-box thinking.


12 Feature Understanding consumer behavior.


16 Spotlight We caught some of our customers doing good


during this time and want to share their stories.


Executive Editor Cindy Woods, cmoteam.com


Contributing Writers Kate L. Harrison Tim Sweeney


Trish Witkowski


Design: Diann Durham ©2020 All Rights Reserved


Printed and distributed by Modern Litho www.modernlitho.com

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