Santa Barbara

Peggy Hatch is a senior advisor at NAPCO Media. A direct mail copywriter, she co-founded Who’s Mailing What! with her husband Denny Hatch. Her previous position at NAPCO Media was Group President for the Target Marketing Group.

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.

Last week, investors seemed to fall in love with mobile marketing technology (MarTech). Money changed hands to fund real-time mobile analytics; call center MarTech that drives, tracks and automates inbound calls; and software that, in part, tracks leads for on-the-go sales representatives. Read on about the MarTech marketers may soon be able to buy.

It's the old sales vs. marketing battle royale: The sales department thinks the marketing department is out of touch, and marketing thinks sales consists of highly paid order takers. Thankfully, tools are available to help companies align client-acquisition teams and eliminate the outdated rift between sales and marketing. However, before deploying these tools, sales and marketing teams must align together and adopt a data-driven marketing approach. By deploying a data-driven marketing program that is fully integrated into sales, companies can shift from brand-centric activities to those that are sales-centric, thereby improving sales conversion and driving revenue. Here are four steps to help your company get on the right path.

What triggered this column was the story of how American students are being emotionally hurt by literature. The lede: Should students about to read "The Great Gatsby" be forewarned about "a variety of scenes that reference gory, abusive and misogynistic violence," as one Rutgers student proposed?

Jim Brady, the former press secretary to Ronald Reagan, died Aug. 4, 33 years after he was shot in an attempted assassination of the president. Recently, a direct mail appeal came across my desk from the Brady Campaign. The full-color envelope stood out on my desk, featuring an image of a candlelight vigil. Contained within, the 2-page letter was signed by the Brady Campaign's President Dan Gross and featured a story about the 2014 Santa Barbara shootings. The mailing also included a full-color lift note from Sandy Phillips, mother of one of the victims from the 2012 Aurora, Col. movie theater shooting.

More Blogs