Every year, Target Marketing conducts its Media Usage Survey. In this survey, the magazine asks how readers are allocating their budgets, which channels are increasing and decreasing, and which channels readers prefer for a variety of activities, including acquisition and retention. While this survey is not project-able to marketers at large, it does give us…
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When we think about selecting a font for a print marketing piece, we tend to think about the creative aspects of the selection. Does it match the branding? Will it convey the right message (strength, creativity, whimsy) to the target audience? But there are some practical issues that need to be considered as well. These…
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How can you tell if your 1:1 print efforts are working? It’s fairly simple, Measure them!! Even if you don’t have a full-time staff of business analysts, creating a simple ROI doesn’t have to be daunting. Here’s how to get started. 1. Set specific goals for your campaign. What are the goals of the campaign?…
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With online search being the default way many people find information these days, the question “Should I start a magazine?” may seem strange to many marketers. But the reality is, while overall magazine pages are down, highly targeted, specialized magazines are on the rise. Just look at the successful magazine launches from companies like Lowes,…
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A high-impact marketing campaign comes from creativity and strategy, not from having limitless resources. Let’s look at seven ways to optimize your marketing budget for maximum impact, even on minimum dollars. 1. Concentrate on a niche market.Target your message to a smaller market versus a diverse group of prospects. Maximize your marketing spend by mailing…
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One of the biggest misconceptions about 1:1 printing is that marketers don’t have enough of the data to create personalized, highly relevant campaigns. This might be true in some cases, but you might also be overlooking ways to do more with the data you already have. Here are three ways to maximize the use of…
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When we think about color in print marketing and direct mail, we think about stunning images and eye-catching graphics. But what about color in the messaging itself? Here are some highly effective and often overlooked ways that color can be used, not just in your images, but in your messaging, too. Study after study shows…
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Would it surprise you to know that 78% of consumers say they would be “more likely” to purchase from a retailer again if provided with offers targeted to their interests, wants, and needs? It shouldn’t. Here are some other eye-opening data on how willing consumers are to provide personal data if it provides them with…
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When it comes to boosting revenues, many companies focus on acquiring new customers. In fact, according to Econsultancy’s “Cross-Channel Marketing Report 2014,” 44% of marketers are placing a greater focus on customer acquisition than customer retention. Only 18% are focusing more on customer retention. However, focusing on acquisition to the exclusion of customer retention may…
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Maybe it’s the thinning volume in the mailbox. Maybe it’s marketers’ drooping results after focusing on e-marketing as a replacement for print. Whatever it is, we’re seeing it more and more. Marketing experts are talking about the benefits of keeping print in the mix. Most recently, Marketing Profs published an article titled “7 Reasons to…
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