Mason Geller Direct

Banks mystify me. They should be great one-to-one direct marketers, but they’re just not! It’s not only the stilted letter copy printed in mouse type, “my eyes glaze over” offers or the stock photo brochures with more legal disclaimers than actual selling copy. It’s the staggering mismanagement of information. Better yet, complete ignorance of information that, with minimal effort, could make them lots of money. When we were getting ready to move from New York City to Hollywood, Fla., banks were the first companies notified. My assistant Kate sent about 50 letters to banks, credit card companies, insurance companies and brokerages, and I figured I’d get

When allied with old-fashioned sense, technology can help us get closer with our customers By Lois Geller I don't know about tradition any more. Oh sure, I still love it, particularly at this time of year. I love the music, the classic carols and songs like Nat King Cole's "The Christmas Song" and Bobby Helms' "Jingle Bell Rock." But lately I seem to be more in tune with a line from Brenda Lee's "Rockin' Around the Christmas Tree." She sings about the traditional, "sentimental feeling," but makes it clear how cool she really is by crooning "in the new, old-fashioned way." The old,

By Lois K. Geller Cataloger Hoofprints.com caught our eye and got a free mini-makeover. In February's Creative Corner column, "It Only Hurts When You Laugh," I asked for submissions from folks interested in a free, mini-makeover from Mason & Geller. I didn't expect many entries, but Target Marketing readers surprised me. While there were a good deal of deserving entries, Hoofprints.com's owner, Gina Keesling, sent in an irresistible letter, complete with horseshoes running across it. A letter should sound like it comes from a human being at a company. Keesling's letter accompanying her catalog did. Most of the other entries came with a mini-makeover

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