Drivers (Catalog, Email, Search) and Catchers (Store, Web, Phone) – the distinction between drivers and catchers and why understanding the difference is important The key to running any marketing-driven endeavor is to deploy marketing dollars to the best advantage of the business. While this statement is simple, the task has become increasingly complex as more Read More Drivers and Catchers; As different as Apples and Oranges!
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B2B Mailing – Title Slug the Older Buyer File
Labor Day is behind us, which means that most mailers are gearing up for the Holiday season. If you’re a B2B mailer and are seeing a decline in results with your older buyer file, try testing a title slug in place of the individual name on the record. According to the Bureau of Labor Statistics, the Read More B2B Mailing – Title Slug the Older Buyer File
Date Night or Date Life? The Most Beloved Brands Are in It for The Long Haul!
Talk to marriage experts and they’ll tell you one of the secrets of a long-lasting relationship is having a weekly date night with your mate – time to focus on each other like you did in the glory days of new love. I understand the thought behind this practice and it’s well-intentioned. I happen to think that Read More Date Night or Date Life? The Most Beloved Brands Are in It for The Long Haul!
Pure Plays in the Postal World – What to Know
More and more, we at CohereOne are engaging with companies who are new to the postal world. Many are running successful direct businesses by employing first class digital marketing and have experienced tremendous growth over the years. Eventually that digital universe tends to hit a wall, and no matter how much more money they throw Read More Pure Plays in the Postal World – What to Know
4 Ways Operating on Auto Pilot is Weakening Your Performance
Often times we get caught up in focusing our attention on the next “big thing”? It’s human nature and completely justified as we continually search for that silver bullet or walk-off home run for our businesses. While searching for this next big thing, we often put other programs or processes on auto pilot, and sometimes Read More 4 Ways Operating on Auto Pilot is Weakening Your Performance
Holiday Planning – One Year Revisited
It can often be difficult to identify topics to write on, when you are a constant contributor through blogs or newsletters. So when the time came to put down my thoughts, I pulled up some of my prior musings to see if I could find any inspiration. What made a direct hit in my mind Read More Holiday Planning – One Year Revisited
What it takes to REALLY move the needle
As direct marketers, we all spend much time “fine tuning”, working under the premise that success will come from the cumulative effect of applying “best practices” in everything we do. This is especially true for us “data geeks” who are continually tweaking this or that model or contact strategy. This search is even more intense Read More What it takes to REALLY move the needle
Why your buyer file may not be as valuable as it used to be: A lesson in lifetime value
The internet is a wonderful marketing tool for most companies, but the impact it has on your house file is often not accounted for. Let’s take a journey back in time; say 5 years ago, when there was an explosion of online marketing services that helped deliver new customers, online, at an unbelievable return on Read More Why your buyer file may not be as valuable as it used to be: A lesson in lifetime value
Do You Really Want to Go Younger?!
This week a client lamented that his customers are growing older, and he intends to target younger prospects with his future catalog mailings. This “Ponce de Leon syndrome” is frequently expressed to me, and in fact, has led many direct marketers to disastrous results as they purposely pursue younger customers with their existing offers, or Read More Do You Really Want to Go Younger?!
KNOW PAIN. KNOW GAIN. 10 Ways Brand Leaders Win by Leveraging Customer Pain Points – Part 2
Last week, we discussed the evergreen topic of customer pain points (click here to read part one). Today we continue that discussion with the second part of my 10-point plan to leverage these pain points in creating meaningful, relevant and engaging brand experiences. 6. Think Like a Publisher. Harry Potter may have started out as Read More KNOW PAIN. KNOW GAIN. 10 Ways Brand Leaders Win by Leveraging Customer Pain Points – Part 2