Sharon R. Cole

By Sharon R. Cole They may be small, but postcards can offer big opportunities for marketers these days. Multichannel campaigns, tightening budgets, increased postage costs and a rise in print-on-demand, have led many in the direct mail business to see the potential for these light-as-a-feather mailings. However, the postcard is only as powerful as the strategy behind it. Here, a few direct mail professionals reveal how to make the most of a few inches of space. When Simple Is Better For starters, Fred Hernandez, marketing manager for Modern Postcard, Carlsbad, Calif., says marketers should consider that postcards shine best when they consist

by Sharon R. Cole When readers open this reminder letter sent by the American Institute for Cancer Research (AICR), a nonprofit based in Washington, D.C., the first thing that catches their attention is probably the personalized, yellow sticky note bearing a message that appears to be handwritten (Archive code#604-171950-0605A). The note states that AICR will be telephoning donors in the area who have not renewed their support. "A contribution at this time may save us the cost of a phone call," it concludes. While the strategy may appeal to readers' desires to avoid receiving yet another telemarketing call, the message indicates there was

By Sharon R. Cole True, marketers have been aware of the growing Hispanic market for years. And with recent political events showing the enormity of this population, marketers certainly are not turning a blind eye. But are mailers targeting Hispanics correctly? Are they losing out because they don't know how to find and influence certain segments of this group? More specifically, are marketers missing the boat on a growing sector that has both disposable income and a propensity to buy through direct channels, i.e., acculturated Hispanics? Who Is Acculturated? To answer these questions, Rick Blume, vice president of multicultural marketing at

By Sharon R. Cole It's not too big, not too small; in fact, it's just right. This digest-sized magalog, or bookalog, titled "The Little Book of Favorite Homestyle Recipes," has proven to be the perfect fit for selling Southern Living's cookbook series (Archive code #101-171600-0603). Yet the handy format, which was mailed in plenty about five years ago, dropped off of the Who's Mailing What! Archive's radar after 2002. It wasn't until a few months ago that a bookalog from the publisher turned up in the Archive again. So, did Southern Living find a better package in the meantime? Julie Doll, senior promotion manager

By Sharon R. Cole When it comes to major turning points in a person's life, time often is of the essence. Marketers know this, and the creators of this package sent by Sandy, Utah-based Neumont University are no different (Archive code #596-705832-0602). According to Julie Blake, senior vice president of enrollment at Neumont, timing means everything when luring potential college students to its destination campus, which is why one little feature of this package can have a huge impact on the school's enrollment level. That little feature is a personalized URL. "We've been using mailers with the URLs for about

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