Direct Mail

“…the report of my death is an exaggeration.” – Mark Twain Direct mail could borrow a page from Mark Twain’s biography. In 1897 while living abroad, his death was reported in New York. His response has been shared with many variations but the meaning is the same: someone lied about Twain’s demise. The introduction of [...]

Successfully building a business requires resources. Companies with limited funds and staffing find generating consistent growth challenging. The ability to market products and services is hampered by lack of resources. Less marketing creates fewer sales, which in turn trigger the knee jerk reaction of deep discount marketing for cash flow. The discounts reduce profitability and [...]

Wouldn’t it be nice to have a single marketing channel that allowed you to reach all of your customers and prospects? Think about how it would affect your marketing efforts. You could invest your time in optimizing every aspect of the channel instead of searching for new ways to connect with the people most likely [...]

When you are a marketer, things happen that are beyond your control. They are explainable and manageable. But, there are many things that reduce marketing effectiveness that can be avoided. Here are ten items to prevent:

Channel integration is a process. The first step is to identify your two strongest silo channels. They are the ones that need to be integrated first. (Remember the 80/20 rule?) Document the areas where lack of integration is a known problem. Create benchmarks before you start resolving issues.

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