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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For those of you who have not yet had an opportunity to visit HP’s MarketSplash site, you should. It is basically a one stop, web based, design and print fulfillment service for small to medium sized businesses. Users are able to order custom or pre-made marketing creatives (business cards, postcards, letters etc…) on the site. [...]
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The current economic conditions, intensity of rivalry and reduced consumer spending makes all marketing initiatives seem like uphill battles. As veterans of marketing wars, you are all probably accustomed to fighting uphill battles. Fighting under the overcast of massive media clouds and content contamination, maybe uphill battles are the only battles in a marketing war. [...]
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Can your prospects hear what you have to say?”
Marketing is often mistaken as “just” a function in a business’s value chain. As marketers, we all understand that “marketing” is “communicating.” What some of us don’t understand is effective marketing, like effective communication, is a two way system that requires the delivered information to be received. This blog post is might mean something to you or it could also be just a bunch of text displayed on your monitor.
As individuals, if we really tried, we are extremely good at communicating and getting our point across. We may verbally express it, blog about it, display an emotion, exhibit a gesture etc… The key here is we never just stick with one channel of communication, but a combination of multiple channels. Think about a time when you were going through emotional distress. You were probably not as talkative as usual (cahnge in behavior), vented about it with some friends and posted it as a facebook status update.Several methods were used to communicate your distress.
As marketers, we can also apply the multi-channel approach to communicate with our prospects. We are often frustrated when we do not get the response rate we want. It does not always mean the offer is of no interest to the prospect. Ever considered that they just didn’t get the message or forgot about it? Do not expect miracles to happen with a single email blast or a single direct mail campaign. Try combining emails with pURLs, direct mail with pURLs, email and direct mail… better yet, do all of it.
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What are Personalized URLS?
Personalized URLs, or Personal URLs are webpages with a unique identifier tied to them. Typically they take the form of www.yourwebpage.com/Firstname.Lastname or firstname.lastname.yourwebpage.com.
They allow you to more effectively segment and target different propects/ customers in a datalist. For example a campaign by Virgin could be narrowed by customers that use their travel, [...]
The success of your campaign will depend mainly on how well you manage 3 things.
1) Your list
2) Your creative
3) Your offer
For most marketers, the list and creative would already have been taken care of: by their agency, list broker, previous investments with their CRM and the designers in the company. The offer is the one element [...]
