The elements of great direct marketing have mostly remained unchanged. Target an audience, make an emotional connection, offer them what they want, make it easy for them to order, measure response and learn from the experience so you can do it better next time. The "All About Direct Marketing Virtual Conference" is built to show the elements of great direct marketing in today's marketing environment.
Gary Hennerberg
An often overlooked strategy to create significant profitability is a well-planned and executed friend-get-a-friend campaign. When I was the marketing manager for the Sesame Street Book Club in the 1980s, it was the most profitable initiative we did. The dilemma is that you have to have a good base of customers before …
Christmas is coming! Can you feel the buzz? Or more specifically, are you generating pre-season buzz now? If the Holiday season is your time to make hay, today I share eight ways to get the buzz going now, while …
Disruptive technologies can fundamentally shift a business’s trajectory. But what about disruptive marketing ideas? Continuity-marketer Dollar Shave Club didn’t disrupt the technology of razors, but they disrupted the distribution channel with monthly shipping of razor blades direct to the consumer. DSC chipped away at the dominance of retail competitors even if DSC sales were only …
Leaders do make a difference. Maybe the explanation can be found in neuroscience. Over the years I’ve worked with many different leadership styles, and it’s apparent that some are more effective than others. Let’s take a look at the good and the, well, not-so-good leadership I’ve observed from direct marketing leaders, along with seven challenges that can deliver …
Sunday is Father’s Day. It’s a time of year that I share an essay written to my Dad with seven values he taught me simply by being a role model. This week I reflect on how these seven philosophies and leadership qualities are influential to …