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GM takes SMART approach to client

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Jeff Calore, general manager of sales and marketing for Federal Computer Week (FCW) since 2002, returned to publishing after working on several online media and software startups. Published by FCW Media Group, a division of 101 Communications, FCW reaches 100,000 IT decision-makers, systems integrators and contractors with coverage of government, business and technology issues.

MB: What sales and marketing strategies are successful for FCW?

Calore: Customers are looking for a program approach that integrates all media channels and allows them to touch the government IT marketplace all year. Our branded, five-step SMART Marketing methodology enables our media consultants to work seamlessly across all our lines of business-print, online, live events, face-to-face opportunities, custom media, direct marketing-and architect a very integrated and customized approach consistent with each client's goals and objectives.

MB: What initiatives aided FCW's 23% increase in ad pages last year?

Calore: To deal with consolidation in the government IT market and clients' smaller budgets, our custom media group built the Think! series of low-cost, template-based custom media solutions for print and online. The delivery of unsolicited direct mail to federal agencies is a challenge given irradiation and security processes, so we've built programs that allow advertisers to cost-effectively insert their product brochures, catalogs and other collateral and marketing promotions inside FCW.

 -Christine Bunish

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