I can’t believe it’s already here, but the time has come for the InterAction 2012 luncheon at The Taylor Institute for Direct Marketing! Each year the Taylor Institute Board of Directors – of which I am proud to be part – recognizes an industry leader with The Direct Marketer of the Year Award during the luncheon attended by direct marketing professionals and academics from across the country.
This year’s event, on Friday, September 28, is looking great as we will have keynote speaker and Associate Professor of Marketing and International Business at The University of Akron, Dr. Andrew Thomas speak on The Distribution Trap, which is also the title of his recent book. The book gives a great description of how current marketing and distribution concepts have convinced thousands of U.S. innovators that the sale and distribution of their products and services is better left in the hands of outside forces. By catering to the mass market, innovators are allowing mega-distributors to dilute the value of their products and services, imposing costs and changes in strategic direction and operational control. Dr. Thomas will discuss this topic and even explain what he feels is the solution to this business epidemic.
Direct Marketer of the Year: Tom Richmond
The highlight of InterAction 2012 will be when we honor our Direct Marketer of the Year: President of Little Tikes Worldwide, Tom Richmond. Tom has many attributes that made him a great candidate for Direct Marketer of the Year. His extensive knowledge of and dedication to finding meaningful ways to interact with clients and customers has enabled Little Tikes to boast steady growth since his arrival in 2008. Tom has helped establish Little Tikes as the premier source of fun and educational experiential children’s products; enabling the company to flourish through difficult economic times. He has always understood the importance of utilizing one to one marketing to drive the company’s success and since becoming President of Little Tikes, he has implemented direct marketing strategies that have allowed the company to adjust to the individual preferences and dynamics of today’s ever evolving consumers.
With all of this on the table, it’s easy to understand why I am so excited for InterAction 2012. I look forward to hearing Dr. Thomas speak and recognizing Tom for all of his achievements. I’d also like to thank our many sponsors and The University of Akron for hosting the event.