Kansas City

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Amazon's expected partnership this week with health tech company Cerner Corp. may push the e-tailer further into the cloud healthcare marketing race. The Kansas City Star reported on Wednesday that Amazon Web Services planned to team up with Cerner to improve predictive analytics surrounding patient populations and provide that information to healthcare marketers.

When your assignment is to write email, direct mail, ad or collateral copy for a "commodity" product or service, look for ways to help your customer think differently about what you're selling. Often the ammunition you need is not that hard to find. Here are six tips for turning ordinary copy into an extraordinary sales story.

On Friday afternoon, a group of high school students from Kansas City left on a road trip to Washington, D.C. Nothing unusual there. What is unusual is that they're making a trip in a car they built themselves. What's even more unusual is that it's an electric car. More unusual still? It's powered by tweets, Facebook posts, Instagram photos and other social media interactions.

Ask just about any marketing strategist, printer and most businesses what’s in store for the future and those in the know will say their focus is on data, data mining and CRM systems. And in the printing industry we’ll tell you that having data allows you to personalize through variable data printing, which is a very big deal. Transitioning from static direct mail to variable mail is a way that we can help customers stay ahead of the competition.

At 48, Ron Rowe likes to think of himself as young. And while age may be a state of mind, Rowe finally had to admit he didn't "get" the young people with their music and their gadgets. That epiphany came two years ago for BlueCross BlueShield of Kansas City's director of small group and consumer sales. He was chatting on a Monday afternoon with Sam Meers—president of Kansas City, Mo.-based Meers Advertising—about testing 800 numbers that would be the direct response channel for some 7-year-old commercials. Could it all be ready for the JumboTrons for a Friday night concert at Capitol Federal Park at Sandstone?

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