Kathy Johnston Launching

Good planning can help circumvent cost missteps with your catalog mailing. By Kathy Johnston Launching a direct marketing campaign is not so different from hosting a dinner party. You select the place (vendors), time (schedule), guests (mail list) and menu (printed pieces). And, like other events, direct marketing campaigns are fraught with the potential for hiccups and disasters. The manufacturing process begins when your project moves from concept to reality. Like the dinner party, everything prior is conceptual—the design, mail plan, even the merchandise. Once you begin putting ink on paper, however, it becomes real. Any error becomes a costly mistake instead of

Good planning can help prevent costly missteps with your mailing By Kathy Johnston Launching a direct marketing campaign is not so different from hosting a dinner party. You select the place (vendors), time (schedule), guests (mail list) and menu (printed pieces). And, like other events, direct marketing campaigns are fraught with the potential for hiccups and disasters. The manufacturing process begins when your project moves from concept to reality. Like the dinner party, everything prior is conceptual—the design, mail plan, even the merchandise. Once you begin putting ink on paper, however, it becomes real. Any error becomes a costly mistake instead of

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