Dave Henkel

Dave Henkel
Grabbing Attention With Promotional 'Gift' Cards

Perceived value has become even more critical when vying for the attention of economic-wary consumers. One proven approach in the contention for attention is repurposing the popular gift card into a "coupon by mail." The perceived added value of a promotional card is high and can provide that little something extra needed to convince the consumer to take action.

Reduce Direct Mail Production Costs Without Sacrificing Effectiveness

Everyone in business is looking for ways to reduce costs these days. But reducing direct marketing efforts doesn’t have to be the answer. The good news is that you can reduce direct mail production costs and still develop relevant, attention-getting direct mail by paying attention to four areas in the process: your materials, your production choices, the use of data, and a true understanding of current postal rules and regulations. 1. The use of materials. Aside from the “green” considerations that are of vital importance today, you can actually spend less if you move to a lighter-weight paper for your piece; e.g., a 20-lb