Interviewer:  Hi, I’m Cary Sherburne, Senior Editor at WhatTheyThink.com and I'm back with Susan Moore who is president of DPI in Atlanta.  It’s good to see you again.

Susan Moore:  Thank you Cary.

Interviewer:  You know earlier when we were talking about integrated marketing and how you’ve built that into your business and what it means to marketers I was wondering if you could give me a specific customer example of what you’ve done and what kind of results that a customer has gotten.

Susan Moore:  Yeah, we go after businesses that have a third party channel that they have to communicate through, so we have…

Interviewer:  Like franchisors or…

Susan Moore:  Franchises, franchisors as an example.  Franchisees as an example, meaning corporate office, distributors who are selling through a corporate office you know of a big brand and basically in this case one example that we did this year is we took a franchise and we worked with the owners of that franchise and we worked out a way for them to get their marketing collateral to their stores and their new store marketing kit to the stores.  They do a promotion ever quarter.  They change it up, so we developed a storefront interface and we trained all of the store owners across the country on how to use the site and then we basically on a monthly basis interact with the users to get their basically quarterly promotion that they do.  They also go online to get their regular materials, their business cards.  When a new store comes on and they go through training at training they go online and order their own new store kits, so by the time they get back from training the new store kits arrives at the store. 

So we basically took a process where the corporate office had three people doing nothing but taking calls from franchisees saying you know, “I need something to promote at a community trade show that I’m doing.”  “Can you create this flyer?”  The designer would go and create the flyer.  Then they would go find a local printer, print it and then ship it.  So we took that model and said what if you with your agency designed your quarterly promotion whatever that is going to be and you also have your staple items and we’ll put them online as templates and have an interface so easy that a user who may not even be computer literate can go online, customize the piece for their situation, push a button, submit the order and within two to three business days receive what they just created and by the way, pay with it by credit card so corporate doesn’t have to deal with the money and that sounds you know very appealing to you know a growing franchise company that really would prefer to have these three talented people doing other things other than chasing the individual marketing requests for the stores all across the country.

Interviewer:  And really doing repetitive work because now you know you create this flyer for that guy, this flyer for that guy and maybe they’re trying to do the same thing.  And also doesn’t it help them with brand integrity?

Susan Moore:  It does.  It helps them with brand integrity.  It helps them with consistency across the country.  It also helps them roll out their promotions in a certain time window that they want and that is really appealing to them.  I think from a big picture standpoint what it does is it puts their marketing team back to marketing and I use this word a lot when I’m talking to customers.  It takes them out of the monkey work you know, so you know let’s let the computers and the technology do the monkey work and let us use our brain to do what we were you know hired to do, so.

Interviewer:  As I was listening to you I was thinking about so easy a caveman can do it.

Susan Moore:  Yeah, exactly.  Exactly, there you go.  There you go, exactly, exactly.

Interviewer:  So great.  Thank you very much for sharing that.

Susan Moore:  You’re welcome Cary.  Thank you.