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You lay awake at night dreaming about this marketing campaign – the one that was going to launch your new service to existing customers and brand-new prospects.
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So, spurred on by the Chartered Institute of Marketing’s latest research that direct mail is most definitely the comeback kid in the business to business sector you have decided to ‘experiment’ with this medium.
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If you fall into the category of business folk of the opinion that direct mail has had its heyday, or perhaps instead you’ve pigeon holed business to business direct mail
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It was not that long ago that leaflets were literally been consigned to the waste bin of history. Environmentally unsound, untargeted, associated with cheap as chips deals.
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One of the problems that Perrys had experienced with their previous direct mail programme was very low responses despite high quality enclosures
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When the shiny shoes of digital marketing and social media reached our shores, it was tempting for marketers of the impetuous and impatient variety to denounce the traditional marketing tools (including direct mail) as dead in the water,
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So, in this particular blog I am asking that you step outside your marketing comfort zone, and look at two traditional channels to market
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A sales letter is an enduring, iconic communication within a mailshot. Long before the luxury of more elaborate communications such as sales flyers, quizzes and brochures the humble sales letter was working its magic.
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When responses are slow to materialise it’s tempting to search for the one big marketing miracle that can somehow transform the fortunes of the business – that one tactic, tool or strategy that can accelerate your marketing responses into the stratosphere. But in the real business to business world, savvy marketers know that being brilliant at the basics is the way forwards.
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It is always something of a challenge to write a blog post on what you should tweet about and what constitutes a great Twitter post. The old saying, one man’s meat is another man’s poison was never more apt. This particular topic brings to mind the 4 words on the cover of David Ogilvy’s iconic book, Ogilvy on Advertising – “there are no rules.
