ACCGS presents “When Creative Meets Data” at luncheon

Date: 3/27/2015

SPRINGFIELD – Most marketers don’t look any further than a name and an address. If that’s as far as your data goes, you’re missing opportunities to connect with potential customers in a very significant way.

 What makes your audience tick? What are their hobbies and buying habits? And most important, what will motivate your prospects and donors to respond in a positive way? If your data mining doesn’t go deep enough you’re missing opportunities to connect in a very significant way. In fact, the only thing your “Fill in the Blank” marketing strategy will reach is the recycling bin.

Understanding how to drill down into the deep data is vital in order to make all your marketing efforts worthwhile. But that’s only part of the equation. The next important aspect of the process is the messaging wrapped in customer-focused, break through creative – messaging that reflects your target audience’s particular trigger points and inspires them to reply in a positive way.

Mary McCarthy, director of marketing and business development at Andrew Associates – a full-service marketing and communications company based in Enfield, CT – will present “When Creative Meets Data” at the Affiliated Chambers of Commerce of Greater Springfield’s (ACCGS) Lunch ‘n Learn program on April 8 at La Quinta Inns and Suites, 100 Congress St.

 Attendees will learn where and how to harness the power of real one to one personalized marketing and gain insight into how to get the biggest bang for your direct marketing buck so you can create a successful campaign and a profitable bottom line.

McCarthy has more than 30 years of brand management experience working with for profit and nonprofit organizations and has held leadership positions at Fortune 100 companies, advertising agencies and entrepreneurial firms such as Nestle, Unilever, Omnicom and firms owned by venture capitalists.

The Lunch ‘n Learn program will begin at 11:30 a.m. with registration, networking, lunch and one-on one sessions with McCarthy followed by the presentation and a question and answer period. Reservations are $25 for members and $35 for general admission and can be made online at or by contacting Sarah Mazzaferro at