IR Press Release
For Immediate Release
July 2, 2020
Darrell Denny Named CEO
at Identify Relevance, Inc.
eNewsletter company focuses on trade show and event space
Michael J. Skerly, Chairman and COO of Identify Relevance, Inc. announced today that Darrell Denny, a longtime media and trade show executive, has joined the company as Chief Executive Officer. Denny is a veteran of 33 years in the events, publishing and digital media space working across technology, fashion, recreation, nutrition and eCommerce marketplaces. Denny worked for a decade each at Miller Freeman, Penton Media and, most recently, Emerald Expositions where he was Executive Vice President of the company’s eCommerce, Sports and Apparel group of trade shows, conferences, websites, print and
Identify Relevance, based in Laguna Niguel, California, is an innovative, SaaS-based, artificial intelligence-powered engine that allows client users to easily and inexpensively gather and distribute content that resonates with their customers and prospects. IR client companies most frequently use Identify Relevance to select the most important content derived from a myriad of sources and populate eNewsletters which are, then, sent to target audiences.
“We are pleased to have a person of Darrell’s experience and reputation join us” Skerly said. “A longtime friend, Darrell has been an advisor to us for some time and we are glad he is bringing his leadership and strategy-setting skills to our company in a bigger way.”
“I am excited to be joining Identify Relevance as CEO at a meaningful time in the company’s evolution,” Denny said. “IR is an important tool that trade show and conference producing companies and associations should be using now more than ever.”
Given its AI nature, the IR engine learns what interactions users are having with specific content and applies that learning to suggested content selection going forward, improving its appropriateness. Marketers agree that on-target eNewsletters are the most frequently opened, read and effective content marketing vehicles.
“As we know, the COVID-19 pandemic has caused the postponement or cancellation of nearly all trade shows and conferences worldwide. IR’s content engine gives event producers an inexpensive and easy-to-use way to drive significant digital revenue while employing eNewsletters that help preserve customer loyalty and community. It also provides a means to build a following among new niche segment prospects. IR can help event producers survive until shows rebound and it will help events to rebound faster,” Denny said.
Identify Relevance, based in Laguna Niguel, California, was co-founded by Skerly and two colleagues, Scott Fackert and Ben Allfree. Skerly previously co-founded content identification and management businesses Aggregage, YOPCA and Digital Media Online and worked extensively with IntroNetworks and media company Advanstar Communications which is, now, part of Informa.
Scott Fackert is IR’s Chief Revenue Officer. Fackert has 20 years’ experience working on traditional
and internet technology businesses including brand formulation, business development and
Ben Allfree, IR’s Chief Technology Officer, brings words and concepts into reality via technical leadership, software architecture and programming and has had, as clients, startups and established companies such as Sony Pictures, Polaroid, Texas Instruments, Adobe and Microsoft.
“What I love about IR is its simplicity and flexibility,” Denny said. “The tool is intuitive to use, and you can smoothly flow content into a changeable eNewsletter template to be paired with articles, blogs and advertising of all kinds. This gives our clients the ability and flexibility to monetize lead generation, custom content, pay-per-click or pay-per-impression advertising, white paper downloads, brand marketing, really, whatever the customer needs.