Author Archive
Dimensional Mail Most Effective Direct Response Strategy for B-to-B Sales - Part II
Every direct marketer has faced the challenge of getting past all the gatekeepers, and grabbing the attention of top executives, each of whom receives over 8,000 messages daily.
Based on our research, the best approach seems to be the following: a series of small hits designed to introduce brand and build recognition, and then an intriguing […]
Dimensional Mail Most Effective Direct Response Strategy for B-to-B Sales - Part 1
Want to boost response in your B-to-B mailings? Need to break into new markets, find a new application for an existing product to a new audience? Need to reach out to hard-to-get-at executives and get their attention? Need to increase your response rate to the tune of 300% while increasing ROI?
The answers might be found […]
Brand Effectiveness is Key to Membership Growth
The visibility, awareness and effectiveness of your organization’s brand directly impact your ability to recruit and retain members. If your organization isn’t the first thing member prospects think of when they turn to industry issues, there’s work to be done.
But where to start?
As popular wisdom has it, knowing and admitting you have a problem […]
Branding Efforts Drive Sales When Combined with Direct Response
The term “Branding” has been in use in American marketing vernacular since the 1800s, first being used for cattle in the west to identify members of the herd belonging to a single owner, but branching out to consumer goods shortly thereafter, one of the first of which was used to identify beer served at certain […]
Brand Effectiveness Key to Membership Growth - Part 2
In Part One, we discussed using in-depth member survey work to boost the visibility, awareness and effectiveness of your organization’s brand, and how it can directly impact your ability to recruit and retain members. If your organization isn’t the first thing member prospects think of when they turn to industry issues, there’s work to be […]
Basics Prevail When It Comes to Direct Mail (Part 1)
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 […]
Basics Prevail When It Comes to Direct Mail (Part 2)
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 […]
Consultants Offer Flexibility, Hands-Off Productivity
With staff sizes and budgets restricted or diminishing, and top executives up and down the ladder under pressure to do more with less each year, many savvy executives are seeking help among the seeming army of consultants of every stripe to get their companies on the profitability track. Are they finding success down that road?
The […]
10 Things You Can Do Today To Boost The Effectiveness of Your Marketing Program (Part 2, 6-10)
It is human nature to try and improve upon the conditions around us. For organizations, there have been many theories expounded over the years about quality improvement, continuous improvement, conscious improvement and a slew of others - clearly getting better at what you do as an organization is a key component to success.
If you think […]
10 Things You Can Do Today to Boost The Effectiveness of Your Marketing Program (Part 1, 1-5)
It is human nature to try and improve upon the conditions around us, and as humans we are hardwired to be curious and to strive to improve our lot in life in ways large and small. For organizations, there have been many theories expounded over the years about quality improvement, continuous improvement, conscious improvement and […]
