"Premiums Still an Effective Tool to Spur Publication Subscription Sales" - Premiums or bonus gifts have been used for years to boost sales of everything from cars to cereal and snacks. This is still an effective technique today under the correct circumstances . . .
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"Research Data Drives Effective Creative Strategy" - Without the underpinnings of solid market research or customer data, the best creative design and execution is just pretty pictures. To drive response, design must be anchored with accurate reliable customer research data . . .
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"Let Customer’s Imagination Flow for Effective Research" - Bare bones quantitative research data on customers is only one method used to extract useful information to inform your marketing efforts. Right-brain, emotional qualitative research can provide unique insights to customer buying behavior that can be invaluable to creating a successful marketing campaign . . .
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"Consultants Offer Flexibility, Hands-off Productivity" - Not every organization has the skill sets or talents resident in their staff resources to get that occasional project completed in a manner consistent with their usual quality standards. Sometimes it’s just an unforeseen staff absence that needs filled. There are good cases for hiring a consultant to provide some short-term assistance . . .
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"Integration is Key to Campaign Effectiveness" - The whole is much greater than the sum of the parts when speaking of full-scale marketing campaigns. When the individual pieces interact to support each other and drive response toward a central target, response rates improve dramatically . . .
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"Integration Is Key To Success" - The phrase “The whole is greater than the sum of the parts” is never more appropriate than as part of a discussion of integrated marketing campaigns. No matter how you slice it, by media type, by audience, by offer type or any other way, multiple approaches working together with common offers, common brand and common goal will be much more effective than any of those single efforts, and even more than all of them working independently . . .
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"List, Offer, Copy–Priorities Still Hold True Today" - Direct marketing is often called a game of dollars – getting the basics down and understanding where to put in the time, money and effort where it will do the most good and return the results you need. Success is often a matter of a fraction of a percent response, which can represent thousands of dollars in sales. Properly aligned priorities and careful execution will yield profit, misplaced effort and sloppiness in execution can cost you . . .
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"10 Things You Can Do To Boost the Effectiveness of Your Direct Marketing" - If you think of your outreach marketing program as the volume control for the information reaching prospective members or customers, it would be a simple impulse to turn up that switch when you needed more members, or wanted to launch a new program – improving your communication quality, focusing the message, boosting the frequency and breadth of the media carrying it to increase sales or membership in one simple motion . . .
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"Basics Prevail When I Comes To Direct Mail" - Despite postal increases, paper price increases, regulations tightening for security and machineability reasons, direct mail is still the most effective way to reach a defined large scale audience, build sales and brand awareness, and move units. It is direct, it’s accountable, it’s relatively predictable and efficient, and it can be tested and refined to maximize results. For those just entering the arena of marketing, and for some seasoned professionals who are stuck in a rut or have been cornered by their corporate circumstances, sometimes it’s best to return to basics to boost response, for the keys to success are often there in plain sight . . .
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