I’ve had many clients ask me, “What kind of response should I expect?” following a direct mail campaign. Like most answers in marketing, I usually say, “It depends.” In the case of direct mail, response depends primarily on 3 things:
LIST
OFFER
CREATIVE
In that order.
Most people want to spend most of their time on the creative. The writing […]
As marketing professionals, persuasion is part of the package. And a logical question is “What motivates people to take action?” Lead generation experts and sales conversion experts have said for years that there are only two basic drives: fear and greed.
As Digital Solid’s blog proclaims: In b-b marketing fear and greed are all you’ve got.
A […]
Euphemisms — making uncomfortable subjects more appealing. Many times a marketer’s job is to put a favorable spin… or at least a neutral spin… on some nasty realities.
Case in point: diseases. Thanks to TMBrandingCap.com for the info on the Brand Institutes’ renaming of diseases and symptoms of the disease, funded by the drug companies.
The […]
InterBrand’s chart of Brand Value Management claims to have no beginning or end…
Although I like the fact that they put the customer in the center of the chart, I want to look at these steps sequentially, but have trouble seeing where to jump in and then logically progress based on this chart. I […]
Best Global Brands Report 2006 ranked the top brands in the world.
Each year Interbrand, in cooperation with BusinessWeek, releases the report. From the introduction:
Creating simple, but powerful differentiation in the minds of your customers, your staff, indeed all of your stakeholders, requires a clear and compelling vision that is expressed in everything you do: […]
