[SBU Board] Fwd: Marketing Solutions (Pianola) Update

Thu Nov 7 10:08:51 PST 2019

Hi Julie,

You might not have received the forwarded email below.  It is likely directed to persons who use this tool to send out email blasts in connection with marketing (advertising) bridge events such as sectional and regional tournaments, I/N events, district GNT and NAP finals, and similar.

I believe most all folks who use the tool above would characterize it as an indispensable aid in getting the word out to members on upcoming events.  You are probably an occasional recipient of such email sent out using the tool.

As a district board member, as a regular user of the tool for marketing D19 GNT and NAP finals events, and as a ACBL member, I'm concerned about the coming change indicated in the forwarded email below.  About two years ago there was a similar effort to terminate implementation of the tool as it was then set up.  As I recall, at the time the ACBL BoD even voted to make that change as a “cost avoidance" for the League — Marv would likely recall.  There was an outcry and the tool was left in place “as is" — until now.  

This time, it seems the change is being made without consulting users, unit and district officials -- or possibly even the ACBL BoD.  Perhaps ACBL mgmt is the initiator(?).  Perhaps ACBL mgmt sees it as a "cost avoidance.”  This is misguided.  

It appears this amounts to ACBL abandoning a single blanket account with the provider in favor of leaving it to districts, units, (clubs?), to set up their own accounts and pay the provider directly.  At the ACBL enterprise level, this is a transference of cost, not a cost saving or avoidance.  And, as the provider would now need to implement scores of billing accounts across individual users (rather than a single account at the ACBL enterprise level), there would likely be an increase in their account maintenance costs — surely ultimately to be passed along to users in the pricing structure.  If ACBL, as a single account holder, were to continue in the role of negotiating and contracting for rights to use of the tool -- rather then leaving it to scores of individual users -- it would likely retain greater leverage in negotiating favorable terms and pricing.  The provider would surely be more responsive to making “fixes” (as have been needed and requested from time to time by users) and attentive to maintaining an affordable pricing structure if it continued to have a sole account with the ABCL.

It seems this announced change has not been well thought out.  Users weren’t consulted.  It wouldn't appear to save any cost at the ACBL enterprise level — instead transferring them to users with an attendant loss of collective leverage.  Is it known whether a district would be able to license with the provider for use of the tool and thereby gain coverage for its use by units and clubs within the district — or would every single user need to sign up for an account on their own?  An example of other relevant questions:  if implemented, would districts and/or units see a return of funds from ACBL in amounts corresponding to what ACBL has paid the provider in the past for units’ and districts’ use of the tool, but under the changed arrangement would no longer be paying?  At the D19 level we probably use the tool to advertise 4 to 5 regionals per year (perhaps up to six a year with the Anchorage regional), the GNT Finals and the NAP Finals — if we were to set up a D19 account with the provider would the six or seven persons who normally send out the email blasts still be credentialed under such a single account to do so, or would we each need to set up our own account, handle the making of payments to the provider and seek reimbursement from the district?

It might be that an issue with the current blanket ACBL-wide arrangement with the provider is that some units and districts use the tool more frequently than others and have larger memberships (and thus larger email distribution lists).  This could result in apparent inequities, as some districts (e.g. D9) likely incur relatively larger costs and derive greater value than others, at the expense of all other entities within the ACBL enterprise.  If such a concern is what’s driving the change, there might be a better way to remedy it than simply abandoning implementation to individual users. 

Please review this matter, perhaps you might wish to consult with others, and help us better understand why this change is needed and right, whether it is being implemented for sound business reasons and delivers best value in aggregate, and how it would work in practice at the district, unit and club levels (and combinations of these levels).

It appears this is an urgent matter, as loss of access to the tool in its present implementation will take place at the end of next month.

Cc addressees may see it differently, or similarly, and wish to weigh in with their views, comments and suggestions.  

Thanks for your help,
Tim

> Begin forwarded message:
> 
> From: "ACBL" <emailservices at acbl.org>
> Subject: Marketing Solutions (Pianola) Update
> Date: November 4, 2019 at 11:46:21 AM PST
> To: <trkwhite at gmail.com>
> Reply-To: emailservices at acbl.org
> 
>  <http://www.acbl.org/>
> 
> Dear Marketing Solutions User,
> 
> We hope you enjoy using Marketing Solutions, powered by Pianola to stay connected to your members. So far, 16 million emails have been sent with this tool.
> 
> As you know, Marketing Solutions gives you complete control over the content of emails and the sending schedule. You can also segment your audience by rank or masterpoints to enhance your marketing strategies.
> 
> In the last year, we've made more improvements. Each unit/district has its own separate subscription list, meaning a member who has unsubscribed from ACBL emails can still receive unit/district emails. This enlarges your audience by about 30%! New email template designs were also added.
> 
> ACBL funded the development of Marketing Solutions and the first two years of its availability to unit and districts. Due to the tool's success, it was decided to extend the contract and ACBL's funding of the service for another year.
> 
> In 2020, ownership of Marketing Solutions accounts will be transferred to units and districts. Each unit or district wishing to continue using the tool will need to contract directly with Pianola. You can sign up with the company easily and quickly now at pianola.net/acbl <https://www.pianola.net/acbl>. (You will be able to maintain your current login information.)
> 
> Until the end of 2019, your account will operate as it does today with ACBL funding.
> 
> If you need a refresher on using Marketing Solutions, you can view the "Marketing Solutions 101" webinar at acbl.org/webinars <https://www.acbl.org/marketing_page/webinars/>. For technical support, continue to contact Mary Maier at Baron Barclay at 1-800-274-2221 or mary at baronbarclay.com <mailto:mary at baronbarclay.com>.
> 
> Going to the San Francisco NABC? Pianola's founder, James Ward, will be there from Friday, Nov. 29, to Monday, Dec. 2, to answer your questions in person.
> 
> Thank you,
> The ACBL Team
> join us on social media /   <https://twitter.com/ACBLbridge>  <https://www.facebook.com/ACBLbridge>  <https://www.youtube.com/user/ACBLvideo>
> -
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> 
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