Lead Change Blog

JULY 25, 2016

At one conference I attended (the Direct Marketing Association, no less!) I had to confront a wide range of reactions to the services I was offering including general ignorance and disbelief in the Internet’s staying power (“Oh that Internet thing is going to be a flash in the pan”), to downright hostility.

CEO 150

CEO Short-term Long-term Learning-by-Doing 150

Eric Jacobson

MAY 28, 2014

In The Risk Advantage , Panaggio tells the story of how he and his business partners built two thriving companies: Direct Mail Express (which now employs over 400 people and is a leading direct marketing company), and Response Mail Express (which was eventually sold to an equity fund, Huron Capital Partners).

Leadership Styles 72

Leadership Styles Entrepreneur Leadership Direct Marketing 72

CEO Blog

DECEMBER 27, 2010

All companies can do is "help" guide and transparently contribute to help the brand move the right direction. Marketing cannot fix a bad product. Companies do not own their brand, consumers in the internet age do. Working first on product and service excellence should be the primary goal of any company.

Leadership 189

Leadership Blog CEO Brand 189

Strategy Driven

APRIL 20, 2018

However, if you have good people skills, you can be a direct marketing expert, customer engagement officer, or even a nursing practice leader. If you are not sure what career suits you, it might be a good idea to improve your self-knowledge and get a better understanding of your personality. Take Your Qualifications Further.

Career 70

Career Advice Training Skills 70

HR Digest

JANUARY 18, 2023

According to a study by the Direct Marketing Association, email newsletters have an average ROI of $38 for every $1 spent. These regular emails, usually sent out on a monthly basis, are packed with valuable information about new products, upcoming events, and other important updates that help your team stay connected and informed.

Newsletter 64

Newsletter Team How To Creativity 64

Eric Jacobson

JANUARY 22, 2014

In The Risk Advantage , Panaggio tells the story of how he and his business partners built two thriving companies: Direct Mail Express (which now employs over 400 people and is a leading direct marketing company), and Response Mail Express (which was eventually sold to an equity fund, Huron Capital Partners).

Entrepreneur 56

Entrepreneur Direct Marketing Leadership Succession 56

Strategy Driven

OCTOBER 7, 2020

Today, besides direct marketing, using digital marketing to its fullest extent will ensure that people get to know about you, quickly! Here’s some sound advice – only market when you’re ready to. If no-one knows about it, how can anyone buy from you?

How To 123

How To Insurance Planning Advice 123

N2Growth Blog

APRIL 4, 2011

While I’m all for exploiting trends, and I appreciate a good marketing hook as much as the next person, these e-mails from so-called business experts can be both misleading and dangerous to those readers who don’t possess the savvy to understand that they are just being pitched on a product and not being given sound counsel.

Tactics 289

Tactics Short-term Strategic Planning CEO 289

CO2

JANUARY 23, 2011

I remember when I was at the beginning of my career and calling on AARP as a direct marketer to do their work. My wife, Chris , thought it would be quite amusing to put the direct mail on my desk, yes, including the membership card. Where has time gone. You know the work of calling on Senior Citizens.

Executive Coaching 74

Executive Coaching Leadership Strategic Planning Drucker 74

Strategy Driven

NOVEMBER 27, 2011

This content is intended for personal and non-commercial use only. All rights reserved. Please consider the environment before and after printing this article.

Business Intelligence 50

Business Intelligence Resources TCO White Paper 50

Strategy Driven

JANUARY 18, 2012

Relate Articles: Complimentary Resource – Battle Plan: Multilateral Online Marketing (MOM). Complimentary Resource – Explode 6 Direct Marketing Myths. Complimentary Resource – The 21st-century CMO: How Digital Marketing is Driving Organization Transformation.

Resources 50

Resources Marketing How To eBook 50

Strategy Driven

APRIL 11, 2019

With the right approach, you can integrate different marketing activities and amplify their impacts. An in-store promotion can be combined with social media marketing, direct marketing, and even email marketing to create a bigger impact.

Marketing 63

Marketing Merchandising Audience Loyalty 63

Women on Business

MARCH 4, 2011

Further, an outsider is more likely to think outside of the box when it comes to new and innovative ways to market your business. For example, a health food company may hire out to produce advertising copy and direct marketing pieces.

Outsourcing 178

Outsourcing Bottom-up Learning-by-Doing Advertising 178

Strategy Driven

SEPTEMBER 22, 2021

Just because there are newer methods of marketing does not mean the old tried-and-true methods no longer work. Direct mail postcards can still be a great marketing tool if they are done correctly. The trick is to do it right.

Marketing Strategy 121

Marketing Strategy Marketing Strategy Discount 121

Strategy Driven

JUNE 18, 2020

When your business is looking to get off the ground and start making sales, it’s essential to think about your target customers and how you’re going to reach them. It’s certainly one of the most difficult tasks you’ll face and there’s no easy way to do it.

How To 73

How To Audience Influence Focus Group 73

Strategy Driven

MARCH 2, 2016

Many direct marketers have it figured it out, sending you offers in the mail that you are likely to actually want as opposed to the ones you consider junk. Isn’t it nice that they already know what you’re drinking without you saying anything? On a larger scale, this is how predictive analytics enhance a company’s sales efforts.

CRM 50

CRM System Audience ROI 50

Harvard Business Review

NOVEMBER 12, 2015

Email is not only relevant for Millennials, it also happens to remain the channel where direct marketers get the highest ROI ($39 for every dollar spent, according to the Direct Marketing Association). But that doesn’t mean the same old email marketing will work on Millennials.

Direct Marketing 8

Direct Marketing ROI Tactics Marketing 8

Harvard Business Review

FEBRUARY 14, 2014

At one top retailer, the analytics team was looking to fill a direct marketing measurement position but was not satisfied with the direct marketing experience in the CVs the recruiting team was sharing with them. But there are a range of tactics companies of any size can use to improve their analyst recruiting.

Talent Management 10

Talent Management Direct Marketing Skills Human Resources 10

Strategy Driven

MAY 29, 2015

To succeed, it needs to be more than an advertising and direct marketing campaign. Making sales calls (mandated or voluntarily) does not constitute relationship building. First Attempts. Conduct programs that get results, praise, requests for more. Mistakes, Successes & Lessons.

Teamwork 50

Teamwork Learning-by-Doing Participative Creativity 50

Strategy Driven

FEBRUARY 3, 2012

Marketing Program. Direct marketing. Indirect marketing. Industry and professional marketing. Formula press releases and features, which can be locally customized. Other components of a program which can and should be customized. Sales support. Business development. Advertising. Business-to-business promotions.

Positioning 50

Positioning Company Strategic Planning Guidelines 50

Strategy Driven

AUGUST 3, 2012

Branch 5: Sales strategy, sales training, marketing strategy, customer service, advertising, direct marketing, public relations, special events, video production, promotional specialties, graphic design-production and website design-production.

Review 63

Review Company Strategic Planning Learning-by-Doing 63

Harvard Business Review

JULY 15, 2014

Now the question is how much do you spend marketing to your customers and how effective are your efforts? Your total marketing budget is $10,000 for the year and you have a total of 500 customers, so your direct marketing costs per customer per year are $20. Now the CLV is $732, slightly better than the other group.

Discount 10

Discount Present Value Influence Direct Marketing 10

Harvard Business Review

MAY 21, 2018

Consider this example: When The Interpublic Group (IPG) merged the direct-marketing company Draft with the ad-agency Foote Cone & Belding (FCB) to become one agency in 2006, “it was immediately apparent that the cultures of the two agencies were wildly different,” shared Marty Stock, then head of Coors advertising at FCB.

Company 8

Company Execution Learning-by-Doing Direct Marketing 8

Strategy Driven

MAY 6, 2011

Advertising is a process, part of marketing and a cousin of sales. Have concurrent programs in your plan, including direct marketing, sales promotions, advertising, internet presence, specialty advertising, public relations and other marketplace presence. Running an ad here and there does not constitute advertising.

Strategic Planning 103

Strategic Planning Consultative Learning-by-Doing Planning 103

Miles Anthony Smith

MAY 2, 2018

From the founding and eventual sale of his first company, Yoyodyne , in 1998, to being named Yahoo's VP of direct marketing, to having a blog named "Time's" Top 25 blog in 2009 , Seth Godin has always succeeded at his ventures.

Examples 68

Examples Brand Career Leadership 68

Harvard Business Review

AUGUST 4, 2017

At Procter & Gamble, for instance, technology says it’s time to remind parents about Pampers, while analytics says that direct marketing is the best way to do it. The cosmetic company responded with a new product, and backed it up with a dedicated consumer marketing plan.

Retail 8

Retail Brand Apparel Discount 8

Harvard Business Review

FEBRUARY 15, 2011

The division had just introduced a line of products aimed at an important new market segment. Since the company sold primarily through direct marketing, the design of such materials as catalogs — and, increasingly, web pages — had a direct impact on sales. Almost immediately, Laura faced a major challenge.

Influence 15

Influence Market Segmentation Management Focus Group 15

Harvard Business Review

NOVEMBER 23, 2011

For traditional direct marketers, the Customer Relationship Management aspect of this may at first sound familiar, but the multi-channel digital world brings new twists to the game.

Brand 15

Brand Retail Fashion Supply Chain 15

Harvard Business Review

MARCH 11, 2014

The model involved an innovative combination of direct marketing through billboards and leaflets; diagnostic camps where technicians would screen scores of patients in an afternoon; changes to the supply chain to lower the cost of the pacemaker for selected hospitals; and the world’s first loan program for an implantable medical device.

Innovation 8

Innovation Venture Capitalist Company Bureaucracy 8

Harvard Business Review

JANUARY 26, 2011

direct market tour operator of international vacations for older Americans, and co-author of Driving With No Brakes: How a Bunch of Hooligans Built the Best ravel Company in the World. In your hiring process, isn't it time you looked beyond skills to what's most important — your company's values?

Skills 15

Skills Company Teamwork Learning-by-Doing 15

Harvard Business Review

OCTOBER 23, 2014

They had organized tradeshows, delivered direct marketing, generated leads, and provided useful customer insights – the basics of a successful marketing organization. During this time, however, Cisco’s customers were beginning to purchase and use technology in new ways.

Team 8

Team Short-term Learning-by-Doing Leadership 8

Harvard Business Review

AUGUST 21, 2014

The newspaper industry has been hit especially hard because historically it has derived much of its revenues not from display advertising, but from classifieds and other direct marketing services, where the impact of digital technology has been the greatest. So it shouldn’t be surprising that many newspapers have struggled.

Venture Capitalist 8

Venture Capitalist Magazine EBITDA Venture Funding 8

Harvard Business Review

FEBRUARY 25, 2015

According to the Direct Marketing Association (DMA), catalog mailings grew in 2013 to 11.9 Some, like Anthropologie, are launching new catalogs , while J.Crew and Restoration Hardware have significantly upgraded their catalogs in the past couple of years.

Retail 8

Retail Fashion Brand Tactics 8

Harvard Business Review

OCTOBER 27, 2011

Inputs to the talk side of the calculation would ideally include: Expenditure on advertising, direct marketing, and promotional activities. Staff costs of all marketing personnel working on outbound communications. Inputs to the listening side of the calculation should include: Expenditure on market research.

Marketing 10

Marketing Self-aware Active Listening Automotive 10

Harvard Business Review

SEPTEMBER 6, 2013

As a direct marketer we have been good at customer intimacy. Bean is embarking on a major investment in its systems infrastructure. Terry Sutton , vice president of business transformation, told me that "The systems we''re implementing are about operational excellence. We know a lot about our customers.

Customer Intimacy 8

Customer Intimacy Operations Supply Chain Retail 8

Harvard Business Review

APRIL 29, 2011

If your competitor isn't really competing with your direct market, you can refer business to each other without anyone losing customers. Affiliate marketing might actually be one of the more effective (and easier) ways to partner with someone else in the industry. Cross endorsement.

Magazine 15

Magazine Chief Executive Officer Travel Venture Funding 15

Harvard Business Review

APRIL 1, 2013

Sadly, the idea died in committee here.

Brand 8

Brand Power Committee ROI 8