Firms Hold Fast to Snail Mail
Despite the Prevalence of Digital Media, Entrepreneurs Find Old Fashioned Direct Mailings Still Key to Winning Customers Wall Street Journal, 12 January 2010 Looking to cut costs amid the recession, Alicia Settle initially thought it would be a good idea to eliminate her company’s annual direct mailing. But after swapping snail mail for email, saw a 25% drop [...]
Change – Why so hard?
If you’re in sales, getting clients to make a decision can be frustrating. We’ve shown them the features, huge benefits and have a stunning deal – An amazing ROI too that screams out for action and quick implementation. After all, we can make (or save them) loads of money – Yet they do nothing… Why is [...]
Is Content Still King?
Marketing campaigns span every marketing channel today – from television to direct mail… e-mail to radio… telemarketing to Internet… mobile and beyond. The world of marketing is changing all the time, but the one thing that has remained unchanged is the fact that "Copy Is King." However if you’re selling, there may be a bigger [...]
Don’t Cold Call, Social Call
We’ve long resisted the move to include social media in this blog. I initially saw it as a tools for the young and colleagues worldwide in sales revealed that their time spent on Twitter, Facebook etc simply wasn’t giving results compared with more traditional lead generation strategies like referrals, trade shows and general networking. [...]
My Direct Mail Isn’t Working!
It’s a common cry that applies to both direct mail and advertising generally. Sales are static and not increasing, even though we’re spending more on marketing and even becoming more creative in our copy or offer. Rafi Albo talked of three key elements to a high response campaign. A good, highly segmented mailing database, Superb creative with [...]
Featured Posts
It appears that we humans are quite adaptable. In a relatively short time, nearly all of us have learned to ignore ads on the internet. The best way to prove this is through eye tracking studies that capture exactly what we are looking at on a web page (left). Those areas in red and orange [...]
This Rafi Albo video segment talks of his super-successful campaign for Keds Kids Background (Extracted from NZ Marketing Magazine) Client: Keds Kids (Israel’s equivalent to Pumpkin Patch). Agency: Segmarketing Objective: Promote upcoming winter fashion to the most profitable 25 percent of customers How they did it: Identified the most profitable customers through data analysis. Created personalised, full-colour jigsaw puzzles [...]
What may be hotter than Web 2.0? Personalised URLs (PURLs). 42% prefer to respond to a promotion online – Let’s make it more inviting and easier for them The concept has have been around for several years, but only now with improved tools is it exploding and taking one-to-one marketing and lead generation to new heights. [...]
Asides
- Here’s an extract from the Rafi workshop. Here he talks about a transpromo marketing exercise by Diners in Israel. It provides us insight on how not to do it. Unfortunately, most campaigns are done this way and this amazing new technology and opportunity gets blamed for the poor results. Lesson? Don’t leave transpromo marketing entirely in the hands of your IT department ! It must be a team effort. #
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