VDP Allows Bridal Service Companies and Brides to Get Personal
Post

VDP Allows Bridal Service Companies and Brides to Get Personal

When Savvi Formalwear, a group of 35 independent formal wear retailers, wanted to connect with more soon-to-be brides, it chose the print and digital trifecta — direct mail, email and personalized landing pages. All of Savvi Formalwear’s direct mail pieces were personalized using variable data printing (VDP), with coupons or incentives such as the two free airline tickets...

Keep Your Marketing Strategy Alive as B2B is Proclaimed Dead
Post

Keep Your Marketing Strategy Alive as B2B is Proclaimed Dead

When marketing icon Rick Segal argued B2B marketing is “dead” in his speech at a B2B conference in Berlin over a year ago, those in the industry were stunned. How could the president of the global marketing firm gyro make this statement? After all, his entire business of the past 30 years has been founded on business-to-business (B2B) marketing, a...

Wine Sales, Weddings, and Other Wonderful Ways to Use QR Codes
Post

Wine Sales, Weddings, and Other Wonderful Ways to Use QR Codes

Quick response codes (QR Codes®) are making their ways onto new mediums and usages every day that increase interest, engagement, and sales. Take concert ticket sales for instance. A concert merchandiser could run an ad in an entertainment guide, send postcards to patrons who have signed up to follow the band, and in addition they...

Posted by March 29, 2012January 18, 2018
New Marketing Metrics for Hotshot Marketers
Post

New Marketing Metrics for Hotshot Marketers

While quantum physics deals with discrete, indivisible units of energy called quanta, marketing programs deal with concrete, divisible units of measurements called metrics. It’s a rabbit hole all folks in marketing need to know how to go down to pull out what they need. No organization can continue to spend on a marketing effort without...

Posted by February 21, 2012December 28, 2016
Are You Sticking Your Landing?
Post

Are You Sticking Your Landing?

A gymnast who dismounts off the balance beam and sticks her landing—no bobbles, wobbles, or falls—usually earns a perfect score. In the world of marketing, the marketing officer who finishes his campaign effort with a well-constructed landing page that encourages customers to sign up and stick around, usually earns up to 40% more email captures...

Posted by January 31, 2012December 28, 2016
Ideas for Using Personalized QR Codes
Post

Ideas for Using Personalized QR Codes

We’ve been talking a lot about QR Codes®  It’s because they seem to be the latest and greatest marketing trend. However, few are slow to try it, even when intrigued. So, let’s dive in and explore exactly how they work, especially the personalized capabilities, because the ROI could end up being huge. Missed some of our previous...

Posted by September 8, 2011February 19, 2021
Catapult Your Direct Marketing with Personalized QR Codes
Post

Catapult Your Direct Marketing with Personalized QR Codes

It’s not easy being friends with a marketer.  Marketers like to watch television commercials, get mad if the mail is thrown away before they get to see it and hijack their friends’ smartphones to see what new text-based marketing campaigns they have received. Talented marketers are always on the lookout for the next creative idea and never...

Posted by May 25, 2011February 8, 2021
The Remarkable Collision of Social Media and Direct Marketing
Post

The Remarkable Collision of Social Media and Direct Marketing

I recently came across a great illustration of how businesses are using direct marketing and social media together to achieve immediate results and ongoing “viral” benefits. I’d like to share this story in narrative form… The Setup: New Marketer Seeking Reliable Results The owner of a local franchised restaurant decides to increase business by spending...

Posted by April 21, 2011February 8, 2021
Integrated Marketing and Voice-of-the-Customer
Post

Integrated Marketing and Voice-of-the-Customer

“Marketing communications” was much easier in the 1990s because the only choices to launch a sales and marketing strategy were television, radio, out-of-door, and print in its many forms. A few alternatives, which fell under the heading of “other,” were not recognized yet as conventional marketing communication, but rather as beta technology for the digital...

Posted by March 14, 2011January 18, 2018
Eight Secrets to Using Personalized Landing Pages
Post

Eight Secrets to Using Personalized Landing Pages

Ever since PURLs (or Personalized URLs) hit the scene, the integration of offline and online media has become a powerful way to improve direct marketing results.  Now, direct mail and email can link to a URL that can be customized to the individual and can be tracked at the individual level. After working with PURLs for many years, I’ve come to some...

Posted by March 8, 2011February 8, 2021