There’s a classic 1970 TV commercial for Barney’s Men’s Store, a New York fixture for many years, that may interest direct mail marketers. It goes like this: Several young boys are sitting on the front stoop of a New York…
Just for the record, it’s been official for a while now: Millennials, born between 1981 and 1997 (age 18-34 in 2015) are the the largest living generation. They number over 75 million as of that year. Plus, the ranks of…
For mailing list providers, datacards are their products on display. Like fresh produce or strings of pearls, they must project quality, desirability and value to potential buyers. They must reflect the credibility of the offering merchant. Whether a seasoned list…
The race to reach the newest of new businesses is a big deal for direct marketers. The challenge is to get there first, before the competition. It makes sense to contact these freshly hatched enterprises ASAP. Remember what it takes…
The continued role of telemarketing as a productive tool in the direct marketing mix is worth mention. Just as the experience of using the web has migrated from desktop to tablet and smartphone devices, the experience of speaking with another…
For direct marketing campaigns to succeed, the undivided attention of the recipient is more than a little helpful. This is particularly true when reaching out to executive level decision makers. Given that their office days are overfilled with scheduled –…
In the field of topology, there’s an example which insists that a donut and a coffee mug are identical. (Each is a toroid with a hole in it.) The fact that one can hold liquid while the other can be…
Direct marketers tend to think in terms of business record completeness as a list of the “usual suspects”. You know, SIC/NAICS, Business address, Main telephone, Key contact (with email address), Revenue, Number of employees, Web address, etc. Pretty standard record…
Time Is Money. When it comes to drawing traffic to a business location, direct marketers can now take advantage of a fresh way to look at building a prospect file. Instead of (logically?) drawing a circle of a given radius…