Archive for the ‘Marketing’ Category

28 September

Old Vs. New Media: Which Is Better?

When it comes to the effectiveness of local advertising, which is better, traditional media or new media? The answer might surprise you. When local advertisers asked about which channels are most effective for building their businesses, Borrell Associates found that companies rated both equally. On a scale of 1 to 5, traditional media ranked 2.83, […]

21 September

Sell More by Educating Your Customers

Are most of your marketing campaigns used for direct sales? If so, why not mix it up? Try using your next mailer to offer advice or a helping hand instead. It’s a great way to sell products and deepen customer loyalty at the same time. Just look at Home Depot. Why do you think it […]

6 September

5 Copy Tips for Better Direct Mail Response

Target Marketing recently published a terrific article on generating responses with direct mail. It doesn’t point to data-driven personalization, multichannel integration, or psychographic targeting, although all of these are important strategies. The article talks about the basics of effective marketing. We’ll summarize the points here and illustrate them with a TV commercial most of us […]

5 March

3 Ways to Use Psychology to Boost Results Today

Studies have shown that simple techniques related to human behavior can boost the results of marketing campaigns significantly. Here are three techniques that are particularly simple and easy to implement. Set minimums. Set a minimum purchase or, if you’re fundraising, a minimum donation. In research done for the American Cancer Society, Robert Cialdini found that, […]

2 February

5 Steps to Building Customer Loyalty

Customer loyalty is an important topic among marketers these days. You work hard to gain your customers. Now you need to keep them. Here are five principles of customer loyalty you need to know. Know your customers. This means tying together all the data you have on your customers to get one holistic perspective. For […]

30 October

The Reply Card: Art or Afterthought?

The sales letter, lift letter, and brochure tucked inside your direct mail package all share one purpose – to compel the reader to complete and return the reply card. While most cards may never be returned, every card that is returned represents an interested prospect. The value far outweighs the cost of printing and insertion. […]

16 October

Ways Color Makes You Money

When we think about color in print marketing and direct mail, we think about stunning images and eye-catching graphics. But color packs a punch in letters, product brochures, and other text-heavy documents, too. What makes color so powerful?

24 September

Choosing 1:1 Print in an Internet World

Cell phones. iPods. Laptops. Tablets. Where, in the ever-expanding channel mix, is there room for print? The Print Council recently put out a brochure, “Why Print? The Top Ten Ways Print Helps You Prosper,” listing ten reasons marketers should include print. Let’s look at several of them as they relate to a specific type of […]

17 September

Want a Bigger Marketing Pay-Off? Try This!

Want to boost response rates? Think “multi-touch, multi-channel.” These campaigns increase awareness and retention and boost response rates, too. When one manufacturer wanted to introduce a new product, for example, it created a snazzy, four-color mailer addressing recipients by name and encouraging them to log into a personalized URL to sign up for a sweepstakes […]

20 August

Boost Revenues by Targeting Lapsed Clients

Did you know that one of your deepest wells for bigger profits is your lapsed customer base? These are customers who have done business with you in the past, but for some reason have not come back. This isn’t always due to discontent with your company. Sometimes it’s forgetfulness. Sometimes people simply want to try […]