direct marketing
What’s in Your Swag Bag?
Last week, iMedia Connection had an interesting article entitled, “The ROI of quality swag” by Leah Messinger. (Here’s the link, but I’m not sure if you need to be a subscriber.)
Her premise is that “in an increasingly digital world, sometimes it takes something physically tangible to push your business goals further.”
I couldn’t agree with her [...]
Marketing the Gardner Museum
There was a fun article in the Boston Globe the other day on a novel attempt to market the Gardner Museum. For those not familiar with “Mrs. Jack” or her Museum, Isabella Stewart Gardner was a late 19th/early 20th century Boston grande dame who, with her husband, traveled extensively - and collected all sorts of [...]
Dean Rieck on Direct Mail Tools
I remain a big believer in direct mail.
If done well, it can certainly be far more effective than email marketing, the majority of which goes unread (if it’s not caught in the spam-filter first). And especially these days, when people aren’t so bombarded by direct mail as they used to be. (I know this [...]
If you ask, you must listen
About once a week, I get the same mailing offering me a credit card that earns miles in Continental’s frequent flyer program. It comes from Chase, and it has the Continental OnePass logo emblazoned on the envelope, with a note that says “IMPORTANT - Do Not Discard.” I immediately open them and shred the material [...]
Direct marketing: start with what you know
Over the course of my marketing career, there’s a trend that’s never stopped: data about prospects has gotten easier to obtain and easier to analyze. Segmentation and targeting that were difficult and expensive to do in the past have become cheaper and easier for organizations of all sizes. And what’s most interesting about this is [...]
