In his first book, "Confessions of an Advertising Man," David Ogilvy wrote: "Unless your advertising is based on a big idea, it will pass like a ship in the night." To which I add, "And in direct marketing, your ship will sink."
Perhaps it’s not ironic that InterContinental Hotels Group, which has always prided itself on focusing on customers, also happens to manage the world’s largest hotel loyalty program — with a whopping 43 million members around the world. What’s intriguing is how IHG maintains it with online communities.
Most B-to-B marketers are now bought in to the concept of lead scoring. Using a combination of activity and known data to identify who is ready to speak with sales, and who is not, has become an accepted concept for most marketers who are focused on enabling their sales team.
Deluxe self-mailers appeal to publishers for a few main reasons: their creative potential, visibility in the mail, quick production time and low cost. Yet when publishers test self-mailers against more traditional letter packages, they may find that the more expensive letter packages still come out on top.
Direct mailers who love self-mailers love them because they're produced quickly and cost effectively, eliminate the problem of getting the envelope opened, and can really support a lot of creative that wouldn't normally fit into a typical direct mail package.
Some years ago, I bought a pair of charcoal gray Monsanto socks. On the sticky label that holds the socks together was a little guarantee written in tiny type below the company name. It informed me that if, at the end of a year, my socks had worn out, I could return them, along with the receipt, for a brand new pair.
There's a common thread many nonprofit organizations share when it comes to direct mail fundraising appeals—they can fall into the trap of hyping up all the great things their organizations do instead of discussing all the ways the donors help.
As you turn the pages of your favorite magazine, you'll find that most ads fall into one of two categories: They are either "image" ads or direct response ads.
Back in 1992, I received a phone call from the late Walter Schmidt, who was interested in having me present at the Montreux Symposium in Switzerland. Montreux was not only one of the most beautiful cities in Switzerland, nestling on Lake Geneva and dwarfed by the magnificent Swiss Alps—it was also home to the world's leading direct marketing conference.
One of the greatest advantages of the printed newspaper is its portability factor-you can take your newspaper with you wherever you go. But what if you're out of town and want all the amenities of the physical paper, however the locale you're inhabiting at that moment doesn't carry your hometown paper? What then?