Complimentary Resource – Explode 6 Direct Marketing Myths.

Strategy Driven

This paper focuses on six myths that surround direct marketing best practices and discusses how you can use specific analytical techniques and tools to beat these myths, increase response rates and boost ROI. Click here for more information on Explode 6 Direct Marketing Myths. StrategyDriven effective executives, efficient employees Home About The StrategyDriven Organization Our Company Our Contributors Karen K. Juliano Howard T. Dickens Jr. Lucas D.

Are Direct Mail Postcards a Legitimate Marketing Strategy in 2021?

Strategy Driven

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. Take the time to learn about direct mail marketing to use it to the best advantage.


Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

How to Reach Your Target Customers More Effectively

Strategy Driven

You should try to make sure that you choose an audience that you know is going to be interested in what you’re offering, and you can carry out market research and use focus groups to get a better idea of this. Consider Direct Mail and Email. Use Referral Marketing Techniques.

5 Ways Building a Mobile App Can Boost Your Business Success

Strategy Driven

1.Direct marketing channel. You can personalize marketing messages and send customized reminders to customers who haven’t shopped with you or used your service in a while. In today’s fast-paced, digital world, over half of all web browsing is done via mobile devices.

The Importance of Testing in an E-marketing Campaign

Women on Business

The same principles apply to e-marketing: before rolling out a campaign to a large audience, test it on a small one. How does their e-marketing supplement their traditional marketing? Create a Benchmark Traditional direct marketing always uses a control piece as the benchmark, generally with an A/B split test. The same idea works for e-marketing. By testing your marketing campaign, you gain more time, money and experience for future projects.

Lisa Bodell: An interview by Bob Morris

First Friday Book Synopsis

A globally recognized innovation leader and futurist, Lisa founded futurethink in 2003 to provide a simple approach to the otherwise complicated topic of innovation. Working with leading brands such as Starwood, Merck, and Sprint, futurethink has become the largest source of innovation research, tools, and training curricula in the world. She is also the author […].

Books 73

AARP – The Last Membership Card You Will Ever Need!


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. RSS Feed Schedule a Call Free E-Book Assessment Test Coffee Schedule Coaching Lunch About Us CO2 Story Our Approach Our Successes Our Executive Coaches Gary B.

Why Every Fortune 1000 CEO “Needs a Therapist”

Lead Change Blog

I encountered this kind of resistance in the early days of the Internet when I founded my last company, an online marketing agency, in 1998. At one conference I attended (the Direct Marketing Association, no less!) I recently conducted a series of interviews of futurists in which I asked them about the reinvention of an industry sector facing considerable disruption.

CEO 165

How to Effectively Market Your Small Business

Strategy Driven

Without the proper marketing, most startups and small businesses will be doomed to fail. However, with such an abundance of marketing techniques available, it is important that small business owners deploy the correct methods in order to maximize their return on investment.

Wiki Brands - CEO Blog - Time Leadership

CEO Blog

Mostly it was inspiring because I like marketing and social media and this book is at the intersection of those fields. All companies can do is "help" guide and transparently contribute to help the brand move the right direction. Marketing cannot fix a bad product. CEO Blog - Time Leadership Monday, December 27, 2010 Wiki Brands According the the NY Time is a good season to forgive. I agree. Beautiful snow in NY today. Over a foot. Storm is mostly done now.

Brand 159

Risk Advantage - The Relationship Between Opportunity And Risk

Eric Jacobson

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).

How Entrepreneurs Can Embrace Risk

Eric Jacobson

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).

How to Start Up Your Own Business

Strategy Driven

The expert market research writer at best essays , says that if it’s something brand new, then the field is wide open, and your business may fly very early on in its existence. Once you have everything in place, get to market your company. What an exciting time for you!

Leading Above The Line

N2Growth Blog

Conversely, other executives change strategic direction when what they should do is demand better execution. 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. By Mike Myatt , Chief Strategy Officer, N2growth.

Why Career Progression Starts with Self-Improvement

Strategy Driven

However, if you have good people skills, you can be a direct marketing expert, customer engagement officer, or even a nursing practice leader. Sometimes the best approach is the direct one. We are not always happy in our current job, and want to make changes that will improve our lives, self-esteem, and bank balance. However, to successfully improve your career, you’ll need to adapt a new approach and attitude.

Craft a Remarkable Personal Brand Statement! 29 Steps & Examples

Miles Anthony Smith

But even if you don’t have a team of direct reports, we are all leaders who come from different walks of life with varied experiences that shape our core values. Matt Sweetwood, branding expert, defines personal branding as: " Personal branding is the practice of people marketing themselves and their careers as brands -- the ongoing process of establishing a prescribed image or impression in the mind of others about an individual."

Complimentary Resource – The Truth About Mobile Business Intelligence: Five Common Myths Debunked

Strategy Driven

Relate Articles: Complimentary Resource – Explode 6 Direct Marketing Myths Complimentary Resource – The iPass Mobile Workforce Report (May 2010) Complimentary Resource – How the Fastest Growing Companies Use Business Intelligence Whitepaper Complimentary Resource – Top Tips for Choosing Mobile Computers Complimentary Resource – Improving Organizational Performance Management Through Pervasive Business Intelligence.

TCO 50

5 Things to Know About Running an Offline Marketing Campaign

Strategy Driven

More and more businesses are integrating their online marketing efforts with offline marketing campaigns. The two marketing approaches are not meant to be used separately, but rather as an integrated, holistic way of reaching a target audience. Still, combining online and offline marketing is not something you want to take lightly. More importantly, running an offline marketing campaign requires extra care if you want to produce the desired results.

Complimentary Resource – How to Master Facebook Marketing in 10 Days

Strategy Driven

How to Master Facebook Marketing in 10 Days. In HubSpot’s new eBook “How to Master Facebook Marketing in 10 Days” you’ll learn how to: Evaluate successful Facebook pages. Use Facebook’s analytics package ‘Insights’ Start garnering fans and customers who will spend real money as a result of your social marketing magic. Download the new eBook “ How to Master Facebook Marketing in 10 Days ” now! by HubSpot, Inc.

Is outsourcing a copywriter really worth the money?

Women on Business

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. A BETTER UNDERSTANDING OF THE TARGET MARKET. Businesses that succeed are businesses that grow and change along with their target market. Perhaps you want to launch a direct mail piece with fancy graphics or photography.

After a Merger, Don’t Let “Us vs. Them” Thinking Ruin the Company

Harvard Business

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. When a new direction was chosen, it would reflect the best elements of both cultures and operating approaches.”

The Big Picture of Business – How and When to Collaborate, for Best Business Advantage.

Strategy Driven

To succeed, it needs to be more than an advertising and direct marketing campaign. Business relationship building is considered an ongoing process, not a "once in awhile" action or marketing gimmick. Power Stars to Light the Business Flame , by Hank Moore, encompasses a full-scope business perspective, invaluable for the corporate and small business markets.

5 Ways Predictive Analytics Make or Break a CRM System

Strategy Driven

No longer a discretionary luxury, predictive analytics are now the name of the game for those who seek to utilize customer metrics in a meaningful way to establish a tremendous competitive advantage, gain notable market share and significantly boost bottom lines. 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. Maximizing Marketing Budget ROI.

CRM 50

The Big Picture of Business: Corporate Communications – Correctly Positioning Your Company

Strategy Driven

Business development has occurred primarily by accident or through market demand. As companies adjust comfort levels and acquire confidence in the arena of business development, there is a direct relationship to billings, client mix diversity, market share, competitive advantage, stock price and levels of business which enable other planned growth. Some people in your organization will devote much time to promotions, public relations, marketing and advertising.

How Consumer Brands Can Connect with Customers in a Changing Retail Landscape

Harvard Business

On one side is the growing interest of brands in direct-to-consumer (D2C) models. A D2C initiative can involve one platform or many, depending on things like image, objectives, target audience, and what’s feasible in a given market. 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 Big Picture of Business: Institutional Reviews Help Public Companies to Learn from the Downturn and Move Forward

Strategy Driven

There seems to be a need to change the direction of the organization. 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. To gauge the company’s future direction and avoid roadblocks to success, independent reviews must be conducted.

Email Is the Best Way to Reach Millennials

Harvard Business Review

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. Instead, marketers need to adjust, or run the risk of that dreaded swipe to the trash bin. Email marketing to Millennials isn’t about sending more of the same.


What Really is The Big Picture of Business

Strategy Driven

It may be: human resources, organizational development, training, technology, sales, marketing, advertising, public relations, coaching or financial management. Companies need to heed messages from the marketplace telling them of changing market conditions, new global business imperatives, new partnering concepts, recognition of new stakeholders, and other changes outside of their influence that may profoundly affect them.

Recruit Better Data Analysts

Harvard Business Review

Marketing leaders are finding it difficult to acquire the right analytical talent. senior marketers believe they have the right talent. And yet analytic skill is a must for effective marketing. Results indicate that companies with above-average marketing analytics talent experienced significantly greater rates of marketing return on investment (MROI) than companies with below average analytics talent (+4.18% vs. +2.51%).

How Vineyard Vines Uses Analytics to Win Over Customers

Harvard Business

I met the team at Vineyard Vines while doing research about data-driven marketing technologies for my book, Marketing, Interrupted , and was able to learn firsthand about the company’s beginnings, and what has made them so successful today. ” Of course, this type of real-time, one-to-one marketing is easier said than done. Data-Driven Marketing. Enter Fayez Mohamood and his team at Bluecore, a retail marketing automation platform.

How Valuable Are Your Customers?

Harvard Business Review

Even if you don’t have to calculate CLV yourself (there are lots of tools that will do the math for you ), it’s important to understand the concept so you can decide whether to use it when making marketing and sales decisions. You can then decide on where to focus your marketing, product development, customer acquisition, and retention efforts. Now the question is how much do you spend marketing to your customers and how effective are your efforts? Customers Marketing

Help Your Team Spend Time on the Right Things

Harvard Business Review

Let’s look at the Americas Field Marketing organization for Cisco Systems, as an example of this three-step process. They had organized tradeshows, delivered direct marketing, generated leads, and provided useful customer insights – the basics of a successful marketing organization. In the face of this new reality, the marketing leadership team realized that many of their traditional face-to-face activities were no longer sufficient.

The Branding Power of the Prank

Harvard Business Review

I even thought we might induce them to choose us for their next spoof by doing three things: sharing fonts and templates to make it easy to mimic the graphic design; lending lists to help them direct-market to the people who would be most likely to buy; and giving them access to archives and editors so they'd get an up-close look at our worst excesses. Branding Online marketingThis year, more than ever before it seems, businesses got into the spirit of April Fools' Day.


Why the Print Catalog Is Back in Style

Harvard Business Review

Penney’s recent announcement that it is resurrecting its print catalog reflects a trend of retailers returning to the print medium as an important sales and marketing tool. According to the Direct Marketing Association (DMA), catalog mailings grew in 2013 to 11.9 In that year alone, a DMA study showed 59% of multichannel marketers had increased their catalog circulation from the year before. Marketing Retail & Consumer Goods

Who's Your Brand's Editor-in-Chief?

Harvard Business Review

They ask, "If we were a cable TV channel or a mass market magazine, what would our content, tone, and the experience we offered be? Sears is heading in this direction with cooking and fashion programming streamed from a live studio next to one of its stores onto YouTube, Facebook, and other social sites. Most marketing aims to make consumers aware of a solution or an aspiration they had not considered. Branding Marketing Retail

Marketers, Calculate Your Talk-Listen Ratio

Harvard Business Review

In essence, the more you listen to customers, the better you will serve them and the more they will sing your praises — doing your marketing for you. Companies can calculate and monitor their marketing talk-listen ratio — comparing the amount of time and money spent listening to customers to understand their needs with the amount spent telling them what the company has to offer them — but that raises the question of what the ratio should be.

Make Your Competition Work for You

Harvard Business Review

We were both losing in the lucrative high-end market segment. We finally decided set up a strategic partnership with a joint product to capture this elusive segment of the market. As a result of our increased coverage and wider range of solutions, we both gained revenue and credibility, while reducing marketing and development. This example is only the first of six approaches for coopetition, with potential wins for both sides: Best of both creates a new market.

Should Big Companies Give Up on Innovation?

Harvard Business Review

Technology-based companies can drive transformation in many existing markets of course – just look at the battles brewing between traditional taxi companies and Uber, a mobile app that connects passengers with drivers. In these markets if existing companies don’t rise to the innovation challenge, no one will. The program has been a roaring success, helping tens of thousands of patients in India and dramatically accelerating Medtronic’s growth in the market. “Why bother?”.

Publishing Is Not Dying

Harvard Business Review

If marketers want to produce content, they need to think like publishers. After all, content isn’t an extension of marketing, it’s an extension of publishing. were more profitable in the pre-digital age because of the fragmented broadcasting market, but they do make money today. I am hardly the only one to make that case , but skeptics are still vocal in their disagreement. Aren’t publishers failing?” they say. How can I hold up a struggling industry as a model?

If You Don't Want To Influence Others, You Can't Lead

Harvard Business Review

They provide no direction or guidance. 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. The stereotypical bad boss is one who marches through the workplace barking orders left and right.

How My Company Hires for Culture First, Skills Second

Harvard Business Review

We also engage candidates in a "raw-egg drop exercise," in which they work in teams to design a travel vessel for the egg (using only straws and tape), develop a marketing presentation to "sell" the trip the designed vessel will take the egg on, and then drop the vessel from about 10 feet. 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.

Customer Intimacy, Meet Operational Excellence

Harvard Business Review

As a direct marketer we have been good at customer intimacy. What is more important to company success, a strong external focus on customer experiences or an internal focus on effective and efficient operations? Of course, it''s a false dichotomy — you need both. I described in an earlier post how Tesco worked for years to improve its supply chain capabilities, then leveraged this value by using deeper customer knowledge to enrich customer experiences.

Before You Link Pay to Customer Feedback: Five Essentials

Harvard Business Review

On the macro level, you can estimate the value of achieving customer loyalty leadership in terms of market share gains or revenue growth. One direct marketer learned this the hard way. It measured quarterly improvement in feedback scores, and it provided its teams with direct access to data, analysis and even recorded calls so they could understand the feedback they were getting. Compensation Customers Marketing