Category: Uncategorized

In Confessions of an Advertising Man, David Ogilvy, founder of the highly regarded advertising agency Ogilvy & Mather, wrote, “Ninety-nine percent of all advertising doesn’t sell a thing.” You don’t want your products to be in that 99%. How do you make sure you are in the coveted one percent? You might say “personalization and…

Did you know that 72% of consumers say they would rather connect with brands and businesses in a multichannel environment (SailThru)? And that 55% of marketers now use three to four channels to reach their target audiences, up from 44% two years ago (Direct Marketing Association)? Creating a multichannel mix doesn’t have to be daunting.…

Everybody gets customer complaints once in awhile. Improperly handled, those complaints can erode customer relationships. Properly handled, they can actually deepen them. How is this possible? Studies have shown that companies’ responses to critical customer feedback can change the way consumers feel about companies, products, and brands. Customers value brands that listen and respond to…

When it comes to direct mail, maximum results start, not just with a mailing list, but with a clean mailing list. So what does a “clean” list really mean? Here is a quick checklist that can help. 1. CASS Certification. CASS Certification is the process we use to check the validity and deliverability of a…

More and more, we are hearing about print personalization, or variable data printing, to achieve higher response rates and better ROI. But does personalizing by name, geographic location, or demographic information really make that much difference? Can’t you just achieve higher response rates with a better offer? An over-sized postcard? Or a really great design?…

When we think about motivating consumers to make a purchase, we think about using the right mailing list, creating the right offer, and having a compelling call to action. Whether creating a direct mail piece, a sales letter, or a magazine advertisement, those elements are critical. But the reasons people buy can also be more…

Have an event coming up? In-house seminar? Booth at a trade show? Whatever your event may be, you want to maximize your investment by ensuring that the people who commit to coming actually show up. There are three steps to making sure you get the highest attendance possible. 1. Promote your event with early teasers.…

If you’re wondering whether it’s worth the effort to expand the number of marketing channels you are using and invest in deeper integration between them, just take a look at the data. According to a study just released by the Interactive Advertising Bureau (IAB) and Winterberry Group (April 2017), nearly 60% of U.S. digital marketing…

An effective brand creates an enduring perception in the minds of your customers and distinguishes you from your competitors. An investment in branding can pay off in many ways. Increase mind share. When you want a cola, you think of Coca-Cola or Pepsi. If you need a bandage, Band-Aid comes to mind. Are you top-of-mind…

If your company has high levels of customer satisfaction, they are likely to remain loyal, right? Wrong. In a customer satisfaction study of 10 major industries, an average of 72% of respondents indicated that they were highly satisfied with the products or services received. Yet 88% of the customers surveyed said that they were willing…