Imagine if the guy in the picture is knocking on your front door or is walking into your office with a briefcase. More than certain, your reaction would be, “annoying salesman is trying to sale me something I don’t need.” Half way through his pitch, you would probably tell him you are not interested and [...]
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“A cowboy rode into town on friday and left 3 days later on friday. How did he do it?”
I assure you the quiz question is relevant and it all has to do with the channel. It’s the same in marketing!
Elizabeth Gooding, the Digital Nirvana, recently discussed personalized URLs and how it should be used in conjunction with email and direct mail.
We’ve been touting the same message almost all year but we’re finding that the channels you use to reach your customers and how you put them together are becoming more important this year. Especially when more than ever, marketers need to show results and find a way to get the same response at less cost.
In her article, Elizabeth quotes a statistic provided by podi.org which indicates that
“Relevant campaigns generate, on average, 300% better response than those that are simply personalized”
Now imagine what that boost in response will be if it is personalized, relevant and continuous.
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Seth Godin recently published a blog post about sunk costs. Read the post here.
Yes, in business school, they teach you that making the right decisions often means ignoring sunk costs and measuring what the cost/benefits are in the future.
There is some truth to that, but boy is it hard to ignore sunk costs! I would even say it is against human behavior to do so! Too often we dwell on decisions we make in the past and its inertia affects our decisions in the future.
For some professions, like venture capitalists, you never ignore sunk costs, for others, like printers, it is hard to do so. Using Seth Godin’s Analogy, the $10,000 property (Digital Press) could bring in more business for you than the $1,000,000 (offset press) one. Which should you invest in?
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I believe, as a marketer, ultimately my job is to motivate people… motivate people to pay attention to our brand, motivate people to find out more about our product, motivate people to buy our product, motivate people to continue using our product, and the list goes on…
As a consumer, we only respond to marketing messages [...]
We don’t do junk mail. Junk mail is what happens when marketers don’t use Fuse.
SNL Clip on Junk Mail
Smart campaigns eliminate the need for ‘junk mail’ to get people’s attention. They use multiple means of connecting on relevant points for prospects that have an interest in them. 80% of new customers initiate the sales cycle [...]
Aren’t you tired of struggling with poor campaign response rates?
If you’re getting poor results and ROI, not getting value for your marketing dollars (even if it is just the cost of emails) and are feeling bummed about your marketing ideas chances are you’re not alone.
Arguably, marketing has never been as challenged as it is during this economic period. With marketing budgets often the first to be cut, your prospects and customers even more determined not to respond and spending at an all time low. You need to make your marketing stand out! With this post, I want to help you do that and lift the lid on some of the secrets to doing better.
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As I was taking out the trash this past weekend, I realized how much marketing $$$ was being thrown away. I decided to pull out all the direct mail pieces from the trash bag and sort through them. Every piece was composed of different offers, content and images. After a brief examination, I realized a [...]
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In the same day, John A. Greco, Jr., President & CEO of The-DMA and the BtoB magazine sent news of how the direct marketing industry and direct mail industry are getting hit by the recession.
In an email to members of the DMA, John highlighted how the DMA as an organization had to restructure, do more with less resources and even cancel some of its non-signature events. Its signature events: DMA’09, DMDays, Non-profit federation conference and the email evolution conference will still run along with events with its partners.
In an independent report by Christopher Hosford, BtoB reported a $1.7 billion drop in direct mail spending last year, down from $58.4 billion in 2007. According the Winterberry group, this was its first drop in 60 years. 2008 saw drops in direct mail spending in financial services (down 16.6%), technology (down 16.6%), travel and leisure (down 4.7%).
What to do about it:
Transform your business to adjust to the economy
How? Read Jon Oakes’ recent post: Can’t dance and it’s to wet to plough
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