By Epiphany Communications: Coaching & Consulting*
As founder of Reaction Direct, Terry Packer brings more than 24 years of marketing experience to the MIRA team. His background includes media planning and campaign execution for small and medium size businesses. Terry also has an extensive background in event management.
Packer established Reaction Direct in 2007. He consults, recommends, and executes custom-media campaigns for clients from varied backgrounds. “I have extensive experiences in retail, business-to-consumer and business-to-business along with non-profit as well as fundraising efforts,” said Packer.
His path into marketing was an unconventional one. “I was running a large restaurant at 19 years-old and learned really quick about how to make an impact with little to no budget,” he said. “Eventually, I started to really analyze and study what consumers were responding to. It became something I really enjoyed and I relished the challenge.”
He got a big break as a sales manager of a major communication company. “My interview was 10 minutes on me and 50 minutes on golf,” chuckled Packer. “He hired me with little to no experience. He said, ‘I had a feeling!’”
Industries change over time and programs evolve but Packer says marketing still has a consistent approach. “In the big picture, I am not sure it has changed. What worked in 1923 probably hasn’t changed that much in a hundred years,” he noted. “How the message is being consumed is different, but creating an effective message that resonates with your consumer will always be the goal.”
However, the work doesn’t come without challenges. “No doubt the biggest challenge for my client in today`s world is the fragmentation of audiences,” he said. “It used to be, you could go to the top TV station and the top two radio stations in town and reach upwards of 60% of your audience. Mix in a billboard campaign and you were up to 75%+. In today`s world, we are dealing with much smaller audiences yet more “targetable” than ever before. It really is a science in today’s world.”
When he is not working on marketing campaigns, he hits the greens as often as he can. “I`m just going to say it… I`m golf crazy.” No doubt, he enjoyed MIRA’s Annual Michigan Golf Open, golfing with former Red Wing Brent Fedyk.
“The MIRA golf outing was just incredible,” said Packer. “We had such a great time, and the experience was nothing short of spectacular. MIRA sure knows how to do events right!’
When he is not teeing off, he looks for opportunities to help others. Packer has a great passion for animals, specifically dogs, and has worked with a rescue group. “I enjoy helping and being a part of something larger,” he said. “I`m a big dog person and one of the events I put on is the Low-Cost Westland Dog Vaccination Day. We typically help more than 200 dogs that day and it’s so great to see and hear all the residents who show their appreciation. I am proud of my 4-year tenure as Vice President of one of the largest dog rescues in metro Detroit,” he said. “Working with a complete volunteer team and realizing we may call ourselves a “nonprofit” but we were very much a business.”
As Director of Marketing and Business Development for MIRA, Packer will be laser focused on listening to MIRA members and delivering value to the members. “Members should expect new opportunities coming their way and new ways MIRA can drive your bottom line,” he said.
*Writers with Epiphany Communications: Coaching & Consulting are content creators for Bottom Line.