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MeetTheExpert
Nancy Drexler
T his installment of Meet the Expert features
Nancy Drexler, who has imparted significant
marketing know-how to payment pros over the
years through articles in The Green Sheet and via it's precisely that challenge that I love most.
presentations at industry events. After directing market-
ing campaigns for some of the biggest names in acquir-
ing as an outside strategic marketing expert, and later
as an in-house marketing director for such companies
as SignaPay Ltd. and Merchant Cash and Capital LLC,
Drexler founded her own firm, Acquired Marketing, in
2010. As President of the company, she oversees all work
produced and meets regularly with each client.
Right from the start, some of your clients, Mastercard,
EVO, Chase and Cynergy Data, for example, were in
the payments industry. Did you experience a steep
learning curve?
I actually began my career with companies like YMCA
and Better Homes and Gardens, and PC magazine. It was
when I went to the Impressions marketing agency that I
got the clients you mention and, yes, there certainly was a
learning curve (what's an acquirer?).
But there was also tremendous opportunity, as very little
marketing was being done in the payments arena at that
time. It really gave us the chance to stand out and set the
bar.
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What do you love about your work,
and what is most challenging?
It's a challenge to differentiate a product or service in an
industry where everything is pretty much the same. And
At one point you moved to Texas for your career.
Where were you located previously, and what was it
like to adjust to a new locale?
I spent most of my life in NYC and its suburbs, but I found
it pretty easy adjusting to Dallas. Much easier traveling to
all the regional shows!
Can you describe your process in deciding whether a
client is a good fit, determining the marketing needs
and budget, and then devising and executing a plan
that is unique to each client's needs?
Before I speak with a prospect, I take a look at all the
marketing I can find for that niche. That gives me a sense
of what needs to be done to really stand out and move
markets in that particular niche.
Then I speak with the prospect and anyone else from the
company who might be able to add insight. We basically
talk SWOT (strengths, weaknesses, opportunities
and threats): what are the product/company/service's
strengths, weaknesses and differentiators; what are the
main objections/hurdles to a sale; what are the company's
immediate and longer-term sales goals. I also speak with
ISOs and agents I know to get a real sense of whether or
not they would be interested in the product or service,
and what would make it most appealing.
From there, I draw up a very individualized plan and
budget, and review it with the client. It is up to the client
to determine how much or how little they are ready to
do. I like to create a situation where the marketing begins
to pay for itself. As we roll out campaigns, we measure
results and continue to adjust the work to reflect what we
learn.
How long does a marketing campaign typically take
to create, from start to finish?
An ad campaign or email blast can take as little as one to
two days. But in order to really make an impression and
affect behavior, you have to stay in front of an audience.
You have to build attention and perception, and that
takes time. Good marketing fits together – pieces all
work together to communicate a single brand and benefit
package. Ideally, the effectiveness of each outbound
communication is measured, and future messaging is
tweaked accordingly. A strong campaign can last a year
or more.