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For a successful campaign, you need to know the data you buy is up-to-date, correctly targeted and legal. Too often companies get their fingers burnt by using substandard data and are left wondering why their campaigns failed. Here are the top 10 key questions you should be asking your data supplier. An explanation of why is provided after each question.
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To inspire you that marketing miracles are possible (without the need for a marketing degree plus a decade of experience to accomplish them), let’s share a genuine story with you about a business owner keen to attract the highest possible number of visitors to her exhibition stand. She specialised in providing information systems to other businesses. Exhibitions had proved effective in reaching the key decision-makers. Knowing that she was going to be awash at the event with much bigger competitors with all manner of elaborate stands and personnel aplenty she realised that she had to do more than simply pitch up with her biggest smile in tow.
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We are not being helped in our decision-making process neither by the social media hype merchants – the ones that are telling us if we are still using direct mail and, writing press releases well frankly we are laggards.
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Here are 3 tried and tested tips for making your direct mail pieces and marketing emails more readable and compelling.
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In my experience, the main quality that distinguishes a successful sales person is the ability to translate features into benefits, and to do so in a believable and engaging way. The same principle applies to writing effective sales copy especially for direct mail and email campaigns.
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Even if you have an irresistible offer supported by great copy, the way your direct mail piece is presented can still make that critical ‘percentage point’ difference between a good response and a GREAT response. Rather than conforming inflexibly to the standard, single colour A4 letter format, try experimenting with original ideas: A3 folded, A5, unusual shapes, striking colours and designs – anything that will stand out and grab attention.
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Last week we received a direct mailer in the post from – of all people – Google
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New research evaluated by the Marketscan team suggests that B2B telemarketing is alive and well, with budgets forecast to grow in 2011
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You can have the best data and creative in the world, but without an effective offer your mailing is destined to underperform.
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A survey by Marketing Sherpa last year revealed that some 80% of B2B purchasing decision makers claim not to begin looking for a supplier until they’re ready to buy. Despite this, most businesses selling to B2B markets spend around 90% of their budgets on outbound marketing and just 10% on inbound
