“Power Corrupts. PowerPoint Corrupts Absolutely.”–Edward Tufte
How Harvey Mackay saved the day! I have been going to Direct Marketing Days New York (DMDNY) for 40 years. In the early days, the conference was held every year at the Hilton Hotel & Towers. The booths on the exhibit floors seemed jammed together and the aisles narrow so you had to bump into people and make eye contact. The speakers had all rehearsed their presentations down to a gnat's eyebrow. The seminar rooms were mostly small, which meant a SRO crowd. The electricity in the air was palpable. But DMDNY got greedy to get bigger. It moved to perhaps the dreariest
Often, the name associated with a record on a b-to-b list is the purchasing agent, not the actual buyer. If you are mailing the right list for your target audience, but only pulling marginal performance, test mailing to a title slug to boost response, suggests Ed Larkin, director of business development at MeritDirect. To get an idea of which title slug may work best, survey your housefile to see which titles appear most often.
By Sheri Taylor Gilchrist Today's focus on accountable marketing is forcing chief marketing officers and their marketing teams to re-learn an old lesson: Creating sustained demand takes more than great creative and a list of addresses - you have to know your customers and what motivates them to buy from you. Developing that kind of knowledge, and using it effectively, means putting accurate, up-to-date customer data at the core of every demand-creation program, and every demand-creation strategy. Yet in spite of the growing trend toward collecting customer information, many marketers still do not fully leverage their "hidden jewel" -- their customer data. Their