5 ways to leverage your brand in direct mail

It used to be that only really huge companies cared about branding. It seemed to be a luxury, requiring a big investment. But now we all have brands to protect – right down to the individual “personal brand” that people develop to advance their careers. A brand is more than a logo, color choices or …

Is there a way to spend less and sell more? – Part II

In Part I, I introduced the concept of spending less to make more sales with your direct marketing or direct mail program. So much for the 20,000-foot view: in Part II, I’m giving away more free ideas to make it happen. Seek efficient production and fair prices. Next take a look at what you’re sending out …

Is there a way to spend less and sell more? – Part I

It’s budget planning season. Maybe if you’re lucky you’ve already made your way through it. Many of our clients and colleagues are in the process of planning their 2012 direct marketing budgets right now. In the process an important question usually surfaces… Is there a way to spend less and sell more? In my experience, …

Unlock the power of analytics to improve your ROI

Your marketing list is basically an invisible aspect of your direct mail program. For new customer acquisition or lead generation your direct mail list and targeting strategy is critically important to your success. Weather you’re targeting businesses or consumers there is a great deal of testing, measurement and analysis that must be done for your lists …

7 key creative concepts for great results

First off, a rant. Direct mail isn’t just advertising; it’s a sales tool. There are less expensive ways to brand your product or service. Your direct marking creative should sell. I’d rather have black and white copy that sells than a 3-D hologram mailer that talks… but doesn’t sell. Thanks, I feel a little better. …

Your product is NOT your offer

You’ve got an awesome product. It’s better than the competition and only costs a little bit more. Maybe you just think you’ve got an awareness problem—that if people only KNEW about your super-amazing widget, it’d be flying off the shelves. About a year ago, Bain & Co released a study: 80% of CEOs believed their …

Should QR codes be on your direct marketing pieces?

QR codes are quickly coming into the mainstream and are a popular topic of discussion among marketers. This is driven by the explosive growth in smartphone adoption and the rapid growth of the mobile web. A study from Mobio Identity Systems cited by the Biz Report tracked an increase in QR barcode scanning of 1,200% from Q3-Q4 …

Engineering Speed and Flexibility into Your Strategy

When you have a direct marketing program up and running, you’ll inevitably run into a few bumps along the road while attempting to hit sales goals. Perhaps you reach a point where you’re hitting the market too aggressively, or the competition throws a curve and launches a hot new product or fantastic new offer. All …

Tracking DM Results: The Proof is in the Pudding

Your boss and every member of your company’s management team want to know how your direct marketing programs perform. Are you tracking your direct marketing results well enough to give them all the answers they need? A reliable tracking and measurement process leads to refinements that create stellar results from a direct marketing program over …

9 Steps to a Winning Direct Mail Program

You’ve been tasked with creating a new direct mail program to drive sales leads to your web site or call center. You need to get a winning program up and running fast, and you can’t afford to miss the mark. Where to start? Rolling out a new program can be risky, and many fail to …