People Magazine

Drive Response With Multiple Touchpoints Through Multiple Channels
August 1, 2014

Despite what many keep saying, print is very much alive and a viable option, if you know how to use it right. And when used in conjunction with other channels, such as email and landing pages, print can help seal the deal with a successful campaign. Don't believe me? Here's an example of a multichannel campaign that incorporated direct mail, email and personalized landing pages from PODi.

The Difference Between Direct Mail and Mass Mail (and Why It Matters)
June 25, 2014

What do you think of when you hear the term “direct mail”? A lot of us envision the huge mailings that credit card and insurance companies send out to the masses. A lot of “old-thinking” marketing was built on reaching as many people as efficiently (and cheaply) as possible. Increased printing, mailing and postage costs have eliminated the economies of scale that used to exist. But that’s not the only reason mass mailings don’t work for most of us. The fact is that these mailings just aren’t very effective

Future of Digital Marketing @ Philly Tech Week | April 8
April 1, 2014

Hear from leaders at organizations like AT&T, Free People, SEER Interactive and more explain the solutions they created for their businesses and clients via case study presentation and a lightning round. Pay just $50 when you use code "Target25". #PTW14

The Entertainment Problem in Marketing Today
February 11, 2014

While our human nature likes to be entertained, are we losing sight of the core reason most advertising and marketing is created? To sell more of our products and/or services. Research suggests that 50 percent of people tune into the Super Bowl just to watch the ads, and recent research by Communicus, a Tucson, Ariz.-based research firm, divulged that 80% of Super Bowl ads don't increase sales. Even worse, almost 60 percent of the ads the firm tested didn't even increase purchase intent, but they do entertain

What Ever Happened to My Mail Carrier?
February 6, 2014

Growing up in Chicago in the 1960s, we knew our mail carrier by name. As properly raised children, we called him “Mr. Ed.” During our summer vacation from school, he often let my sister and me push the mail cart down the street for him. And when we went on vacation, Ed gave our mail to John, who was my grandparent’s mail carrier, and held it for us until we returned home. Fast-forward 15 or so years and I was working in my first “real” job, managing a direct-mail program for a nonprofit

Nobody Wants to Read Your Marketing. Nobody.
February 5, 2014

They may want to skim it. They may even give it the once over to look for something of benefit. But read it? Not so much. We live in a world of increasingly shorter and shorter attention spans—140 characters, six-second videos. When I get a stack of mail, I spend about 15 seconds shuffling through what will immediately go into the recycle. When I open my email inbox in the morning, I spend the first 10 seconds clicking all the emails I will immediately delete. We're all starved for time, and B-to-B marketers need to do things differently to grab attention

3 Tips for Getting Your Direct Mail Marketing Letters Read
January 28, 2014

Although the Internet has drastically changed the face of marketing, savvy business owners can still reach prospects and generate sales through direct mail marketing. In many cases, we’re seeing direct mail marketing as more effective than email or banner ad marketing because there is less competition. Instead of competing with a hundred other emails or image ads, you only compete with a small stack of bills and junk mail. It’s not uncommon for our return on investment to exceed 100 percent … not too shabby

Direct Response Innovator Russ Reid Dies
December 11, 2013

Russ Reid, a direct marketing guru and founder of the agency that bears his name, died on Saturday in his Sierra Madre, Calif., home. According to Russ Reid Chairman Tom Harrison, he had been suffering from Parkinson’s Disease, but the cause of death was pneumonia. Reid was 82. “He was a giant in this industry,” said Harrison. “He basically invented a lot of aspects of direct response.” Reid founded his Pasadena, Calif.-based company in 1964. He retired in 2001, but remained interested in and involved with the agency

The Urban Legends of Native Advertising
November 19, 2013

Next time you talk to a publisher, brand or agency about the future of advertising, start a stopwatch. Odds are, within two minutes, the topic of native advertising will come up. The problem? There is no industry consensus on where native is heading—much less on what it even currently means. We asked several publishers what they consider the truths, half-truths and common misperceptions of native ads. Here’s what they had to say

5 More Ways to Improve Your Marketing Program
October 9, 2013

In the first installment, we looked at some straightforward approaches to improve decision making about marketing resource allocation. In this second part, I'll draw from the best practices in organizations of all sizes to expose some additional opportunities for marketers today.