Author: Michael E

[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_single_image image="17504" img_size="full" qode_css_animation=""][vc_empty_space height="30px"][vc_column_text]Direct mail is the most heavily used direct marketing medium, and its popularity continues to grow. It’s no surprise if you understand its performance level compared to other media. Digital channels like email, search, online...

[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_single_image image="17475" img_size="full" qode_css_animation=""][vc_empty_space height="30px"][vc_column_text]First off, a rant. Direct mail isn’t just advertising; it’s a sales tool. There are less expensive ways to brand your product or service. Your direct marking creative should sell. I’d rather have black...

[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_single_image image="17477" img_size="full" qode_css_animation=""][vc_empty_space height="30px"][vc_column_text] It’s budget planning season again. Maybe if you’re lucky you’ve already made your way through it. Many of our clients and colleagues are in the process of planning their direct marketing budgets right now....

[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_single_image image="17481" img_size="full" qode_css_animation=""][vc_empty_space height="30px"][vc_column_text] In Part I, I introduced the concept of spending less to make more sales with your direct marketing or direct mail program. So much for the 20,000-foot view: in Part II, I’m giving away more...

[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_single_image image="17485" img_size="full" qode_css_animation=""][vc_empty_space height="30px"][vc_column_text]It used to be that only really huge companies cared about branding. It seemed to be a luxury, requiring a big investment. But now we all have brands to protect – right down to...

[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern" z_index=""][vc_column][vc_single_image image="17181" img_size="full" qode_css_animation=""][vc_empty_space height="30px"][vc_column_text] CHALLENGE Square targets the small office/home office market with an easy and affordable solution for credit card payment processing. They needed help. Their online acquisition efforts were maxed out and not providing the rapid...

[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_single_image image="17187" img_size="full" qode_css_animation=""][vc_empty_space height="30px"][vc_column_text] CHALLENGE Wave Broadband is a western region cable TV, broadband internet, and telephone provider serving over 450,000 households in Washington, Oregon and California. Initially, Wave’s direct mail strategy and creative was managed internally by their marketing...

[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_single_image image="17632" img_size="full" qode_css_animation=""][vc_empty_space height="30px"][vc_column_text] CHALLENGE The AT&T Wireless national DM program started with a regional test mailing. At the time direct marketing was handled by multiple marketing teams on a regional level. Based on test results the sales performance...

[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_single_image image="17172" img_size="full" qode_css_animation=""][vc_empty_space height="30px"][vc_column_text] CHALLENGE The CMO of a regional wireless company needed to find new solutions to quickly increase sales. She was looking for marketing tools that were measurable, could create new activations at a low cost, and...

[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_single_image image="17165" img_size="full" qode_css_animation=""][vc_empty_space height="30px"][vc_column_text] CHALLENGE Competition for wireless customers is fierce. It’s no wonder the industry considers a customer whose contract has expired to be at considerable risk of being scooped up by a competitor. Regional wireless carrier Bluegrass Cellular...