Welcome to SPC, Greg Ward! Over the course of his 14 years of experience in the direct marketing industry, Greg has developed his expertise in consumer data and marketing technology. We caught him for a brief Q&A session. Here’s what Greg had to say:
SPC: What piqued your interest in joining the SPC and SPCFuel team?
GW: I first toured the SPC facilities a few years ago as a prospective customer and immediately felt that SPC was a top-notch organization from both a capabilities and personnel standpoint. The recent addition of SPCFuel as a direct marketing technology provider played a big role in my decision as well.
What is your 10,000 foot view of SPC and SPCFuel from the outside?
I have worked with a dozen or more direct mail providers over the years, and I’ve never seen a company as inventive as SPC. The willingness to work with customers to develop customized creative solutions is pretty evident from an outsider’s perspective.
How did you get started in the print and marketing industry?
I started as a Leadership Development Associate for Consolidated Graphics right out of college. I spent 3 years rotating through every department of a printing company. I worked in fulfillment, bindery, lettershop, pressroom, prepress, estimating, purchasing, accounting, customer services, and sales. I give a lot of credit to that program. It made me appreciate all the hard work that goes into delivering a print project.
What are your thoughts on the current state of direct mail and direct marketing?
As a former media buyer, I have utilized every type of paid media and I can tell you direct mail consistently has one of the highest conversion rates and ROI. The transition away from third-party cookies will make direct marketing even more valuable in the coming years. Much of the digital targeting today is riddled with fraud and impossible to measure. Utilizing household and real consumer data will be a net win for marketers moving forward.
What do you bring to SPC?
Over 14 years of experience in the direct marketing industry. I spent the first 7 years of my career in printing leadership and the last 7 years running a multi-channel media agency. I would consider myself an expert in consumer data and marketing technology in addition to media.
Do you have a focus or project type you really enjoy working on?
I enjoy helping customers utilize data to improve their marketing. Many people are surprised by the amount of information available on an individual and household level. If you want to reach cat owners who are gardening enthusiast who drive pickup trucks, we can do that.
What are some of your outside interests?
I have a 10-month old baby girl that keeps me pretty busy at the moment. When I do have free time, I like to cook, get outdoors, and discover new music. I’m a huge rock history buff. Good guy to have on your music trivia team for sure.
What is the best single piece of business advice you have ever received?
“Behave as if you own the company”. That doesn’t mean trying to be everyone’s boss. It just means consider how your actions impact the overall health and success of the business. I try to ask myself how my actions today will improve the lives of my co-workers and customers tomorrow.
