With this being my first blog I am going to keep it simple with a general overview of my background and what I will be blogging about. My first blog will be a little long but will keep most posts to 250-500 words. I have been working in advertising sales for 21 years now (which is hard to believe) when I started up my own advertising company as a student at St. Lawrence College in Kingston. This was my first crack at couponing as it was a student based coupon book which was sold to students at Queens, St. Lawrence College and RMC for $2 with a press run of 15,000.This led to a position with Transcontinental distribution where I was the local rep for Ad-Bag selling targeted flyer distribution to local businesses. In 1999 Transcontinental which is very big in Quebec with Publi-sac decided to pull out of Ontario and make a deal with Metroland Media to sell off its accounts and I became part of that deal and continued to sell flyer distribution for Metroland for the next few years. It was at this time that I began to flourish as a local flyer representative and learned so much from the leaders in Canada in terms of targeted flyer distribution with targeting such as radius, psyte clusters, FSA’s, their own Distribution areas zones (Daz’s), their own route level targeting you get the idea. However everything does come to an end as Osprey Media made a deal with Metroland and I came along with that package and this turned out to be a huge break for me and I will explain why. Because Osprey did not have the big corporate sales office that Metroland had and was relatively new to the flyer game I played a very big role in terms of their strategy. I now became a corporate account representative in addition to my role of selling to local advertisers. This meant I spent about 1 week per month in Toronto meeting with corporate decision makers such as agencies, retailers, grocers and many others. I represented the Kingston market in Toronto and with great success. The fact that I sold distribution at the ground level for the first few years of my career was a huge advantage. I was also given the opportunity to come up with new revenue streams and I did just that coming up with a door hanger with perforated coupons which was recognized by Osprey with a Flight of Merit award which is their quarterly award for innovative thinking. Of course Osprey was sold to Quebecor (SunMedia) and this again created an opportunity for me. I continued my role as set out by Osprey which was growing local and corporate revenues but in addition I had the opportunity to sit on national committee’s (the advertising committee and distribution committee). I now had a real influence and was making a name for myself in the industry with both colleagues and advertisers across the country. After a few years with Sun Media I strongly felt I was ready for a senior management position with that company so once my patience ran out I decided to create my own position as President and Founder of FlyerMail a full service direct mail company serving the Kingston, Brockville and Quinte regions with a slick website called flyermail.ca which was our local flyer site. Within 2 years I had taken over $1 Million dollars out of the market. I had proven myself as a solid leader with a staff of 7 not only with distributing flyers but also design, commercial printing and digital media. I also learned so much about branding a company in the new millennium with a strong social media presence. In fact I had done so well with FlyerMail that I had 2 former employers SunMedia and Metroland vying to buy the company. In the end I made a deal with Metroland and my career had gone full circle only this time I was a manager with influence and added digital sales and display advertising to my repertoire. This position morphed into an Eastern Ontario regional Business Development Management position specializing in digital media and direct mail (FlyerMail). I am now a Corporate Account Executive at Metroland Corporate Sales driving platforms across the complete Metroland network.
What to expect from my blog?
I will be blogging about my experiences in the industry, sharing my opinions on where we are and where we are heading with a primary focus on digital media trends, digital media advertising products, the print industry, direct mail and anything else that comes to mind. Both advertisers and users of our products will benefit from the blog. Enjoy and I look forward to your feedback!!!!