Woodland Hills

The rise of social media and prevalence of online ratings and customer reviews on e-commerce sites tells us that today's consumer values the opinion of her peers over that of the marketer or company. This online phenomenon translates into direct mail in the form of customer testimonials, a direct mail fundamental.

The rise of social media and prevalence of online ratings and customer reviews on e-commerce sites tells us that today's consumer values the opinion of her peers over that of the marketer or company. This online phenomenon translates into direct mail in the form of customer testimonials, a direct mail fundamental.

Accountability is essential to the success of any business. Fortunately, direct marketers have the advantage of being able to measure how well their marketing programs are performing and if their sales efforts are reaping results. To get a good sense of how well your B-to-B direct marketing efforts are performing, Russell Kern, president of Woodland Hills, Calif.-based direct marketing agency The Kern Organization, suggests you look at the following four metrics. 1. Expense to revenue (E/R). “This is an accurate measure of marketing investment return,” says Kern. “This is important because it tells you if your investment actually generated revenue. … The higher the expense

By Lois K. Geller A little effort and a personal touch go a long way. For the last year or so, I've been noodling about different ideas for creative in relationship marketing. I included customer service in this realm, too. So much of what I see and hear in both areas is blatantly self-serving, artificial and sometimes just flat out nonsense. How is it supposed to work? Then, last month, I got an interesting perspective on a speaking tour. All while hopping on one foot because I'd broken the other one. Everywhere I went, people stopped to talk about this

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