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Progressive Business Media adds custom content division

Kit FalveyKit Falvey
Progressive Business Media, the leading business-to-business publisher in the home furnishings arena and parent to Home Accents Today, has launched a Custom Content Division and named industry veteran Kit Falvey as its director.
     Falvey, who will be based in Greensboro, N.C., reports to Connie Lineberry, Progressive Business Media's executive vice president, creative brand services.
     The announcement was made by Matthew Slaine, PBM's CEO. "In today's increasingly cluttered marketplace, success is based on being able to connect with the right customer with the right message at the right time using the right medium," Slaine said.
     "As leaders in print, digital and live content, we know that today's customers are highly sophisticated in terms of how, when and where they access information. Although traditional methods of reaching an audience continue to be effective if done correctly and creatively, companies that fail to understand and utilize varying methods of marketing to an audience will be left behind," Slaine added. "By bringing Kit on board as a full-time member of the PBM team we are now able to provide custom content, be it print, digital or video, to anyone in the home sector looking to communicate targeted information to their current and potential customers."
     Falvey, whose career has focused on marketing and media, began in publishing and advertising with a 15 years as an account executive. She also co-owned a commercial printing and marketing firm and most recently was the marketing and account director with Pace, a content marketing agency.
     "Traditional marketing involves a one way conversation from the seller to the prospective buyer," Falvey said. "But today, people are increasingly sophisticated when it comes to gathering and utilizing information. Increasingly, they want solutions, not a sales pitch, and custom content provides that pathway."
     Falvey and her team can supply customers with turnkey custom-content solutions that run the gamut from printed custom publications and newsletters to direct mail pieces, database management and more.
    "And online, we can provide an equally comprehensive assortment of customized digital solutions including e-books, microsites, website development and enhancement, white papers, e-newsletters and social media strategies, just to name a few," she added.
     Falvey stressed while she recommends that custom-content messaging be used in conjunction with other forms of messaging, studies confirm that 70% of consumers prefer to receive customized information.
     "Rather than be sold, customers of all types want to be engaged, informed and educated in a manner that allows them to form opinions that will hopefully move them to action," Falvey said. "But that information has to be relevant, authentic and have real value for them."
     Winning in today's market requires an understanding that every seller needs to target multiple customers using multiple platforms, she said.
     "My goal is to leverage our leadership roles in each of the markets we serve, tap into our strong relationships with suppliers, manufacturers and retailers and use those elements as the foundation for compelling, focused custom content that exceeds the expectations of everyone concerned."
     Falvey can be reached at 336-605-1021 or at kfalvey@progressivebusinessmedia.com

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