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Insights that<br />
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Business
Insights that
drive results

08/31/2009

Rebuilding a Letter: Reply Form

I’m back with a few more good-versus-bad methods to handle your direct marketing copy. Today, the topic is reply forms, and once again, I’m using the SAC letter as a starting point. The SAC Federal Credit Union members’ letter, first described in my August 19 post, has a reply form on the bottom of the…

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08/28/2009

Want Attention? Use Direct Mail!

Attention marketers – the regular direct mail channel is wide open and awaiting your next direct mail campaign.   If your goal is to cut through the marketing clutter and get noticed quickly, then your obvious choice is the traditional direct mail channel using the U.S. Postal Service.   As marketers, you should be closely…

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08/28/2009

Hey! Somebody Sent Me a Gift Card!

Want to make someone’s eyes pop wide open? Send the person a gift card in the mail. I don’t mean your family or friends. Send gift cards to your prospects. I know, you’re probably thinking, “That’s crazy. Do you know how much that would cost?” I counter with, “Do you realize how easy it is?…

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08/26/2009

What’s Up With Ally Bank Marketing?

What’s up with Ally Bank marketing?   If you’re a bank marketer, undoubtedly you are keeping up with the Ally Bank magazine and newspaper ads.   This re-invented bank raced out of the starting gate several months ago trash-talking its competition.  Its goal is to quickly position itself as the “white knight” of retail banking….

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08/26/2009

Rebuilding a Letter: Call to Action

There’s a right way and a wrong way to do most everything. That includes promoting your products and services with your marketing materials. In my August 19 post, “The Good, the Bad, the Example,” I pointed out some of the features of a marketing letter from SAC Federal Credit Union. While I gave a few…

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08/25/2009

A $2.00 Coupon For Chicken Breasts

Foster Farms could have followed the crowd and used low-cost e-mail to send me its $2.00 Off coupon for a package of chicken breasts.   Instead, taking advantage of the massive fall-off in traditional direct mail, the marketing folks at Foster Farms opted for an oversized postcard to deliver my $2.00 Off coupon.  It arrived…

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08/24/2009

The Great Social Media Gold Rush

The mad rush to participate in social media appears to be reminiscent of the great California gold rush of 1849 and the Oklahoma land rush of 1889.   In both instances, with little information, massive numbers of people headed off in a new direction hoping to better their lives in some manner.   From what…

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