Steven Sheck

An important tool in B2B campaign planning is buyer persona development, backed by real world customer and prospect insights. Understanding and embracing how the target’s habits, behaviors, and preferences intersect with their roles, goals, and pain points in both business and personal life minimizes the chances of wasting valuable mailing list data. Nothing is more … Read more

When the question is asked, “What contributes to direct marketing success?”, the discussion quickly turns to data quality. How is that achieved? The answer is data hygiene, which requires active effort. Without it, data quality declines. Strategy, content and offer still matter, but campaigns are dead in the water without clean data. Why a data … Read more

In an effort to close the gap between revenue and operating costs, a Postal Service rate increase request has been submitted to the Postal Regulatory Commission affecting certain rates effective January 24, 2021. The impacts of the COVID-19 pandemic, plus continued declines in the volume of Market Dominant products like First Class Mail have continued … Read more

The COVID-19 pandemic has changed so much about living in what is normally a very social, transactional society. The frustration and even depression brought about by interpersonal and sensory deprivation is widespread. For all the benefits of e-commerce, being forced to shop online has its shortcomings. This is not to suggest that people should defy … Read more

Medical Professionals are the gatekeepers to the pharmaceuticals, medical devices, and technologies that drive health care. The estimated total of $3.8 Trillion in health care expenditures for 2019 is projected to rise to $6 Trillion by 2027 and 19.4% of GDP. For a wide range of products and service providers, marketing to medical professionals is … Read more

Direct marketing thrives on data. Psychographic data is the more qualitative member of the triad of data types that includes demographic and firmographic data, which tend to be quantitative. Demographic data elements include personal attributes. Firmographic data describes organizations. Together they allow marketers to segment their audiences with precision. Psychographic data uses various inputs to … Read more

Nobody said it would be easy. A contentious referendum followed by several years of political wrangling have brought the UK to the point of finalizing Brexit, which became official on January 31, 2020. The UK is currently negotiating the terms of leaving the EU, which is scheduled to fully take place on January 1, 2021. … Read more

Marketing during a crisis is full of uncertainty. The first thing many marketers think to do is tighten their belts. Dealing with a deadly pandemic like COVID-19 requires serious consideration of any and all options. The effect on marketers thus far has been widespread. The cancellation of events of all sorts has resulted in a … Read more

The restaurant industry continues to grow. More than 58,000 restaurants opened their doors in 2019 (D&B). As with new businesses in any industry, that number pales compared to the list of marketing opportunities they may ultimately represent. The Who, What, & When Of Opening A New Restaurant Why? Before a restaurant can open, an incredible … Read more