January 2010 | Rational Marketing

Example of Successful Multichannel Strategy

Practical Ecommerce tells about Fairytale Brownies’ online sales being primarily powered by printed catalogs mailed to approximately 1.8 million households annually. Fairytale Brownies expects to gross roughly $8 million in 2009, with around 60 percent of its revenue from online sales.

“The brownie gift catalog really drives a large portion of our business. Although we do [...]

Paper Mail?

Most of the information available to businesses and marketers is currently promoting “digital” communication. What about paper?

Paper can be touched and felt.

Print is persuasive. On paper, you can communicate at greater length (due to less eyestrain) and more depth – attention spans are longer for print.

Paper materials prompt action. There are examples that printed pieces [...]

2010 Consumer Trends

Trendwatching.com published a list of key trends that they see for consumers in 2010. You may be interested as you think forward. We are sharing a summary email that they sent out in November.

1. BUSINESS AS UNUSUAL The societal changes that will dominate 2010 were set in motion way before we temporarily stared into the [...]

Who Should Be The Face For Your Product?

In a prescient post by Harvard Business Publishing on November 19th of last year. They shared information gathered by an Adweek Media/ Harris Poll that found that among US adults 37% say business leaders, 21% say athletes, 18% say TV or movie stars, 14% say musicians, and 10% say former political figures, make the most [...]

How to Save on Printing

Use postcards when appropriate. They’re fast, easy and affordable to produce.

If you plan to mail a series of postcards or self-mailers, print all versions at the same time, then mail them over time. The larger your print run, the lower the cost per printed piece.

Consider printing a year’s worth of four-color “shells” or basic templates [...]

Reasons to Mail Now

There are no filters removing printed mail from good old-fashioned mailboxes.

Nobody likes an empty mailbox! Mail volume has decreased, a really good offer to the right person has a great chance of standing out.

Branding

Now is a great time to take advantage of direct mail and other underused marketing channels.

Many businesses have shifted advertising to online efforts. Maybe this is the time to see our current economy as an opportunity. What a great occasion to increase brand advertising!

Successful brand advertising is all about building a connection with [...]

The Mail Moment

Many businesses are re-evaluating any and all business decisions, including marketing decisions, during this economic cycle. They are looking at response rates to their marketing efforts and the costs to get those responses.

The US Postal Service published a study called “The Mail Moment”. This study was conducted a few years ago after most Americans had [...]

Thrive in Turbulence

Deliver Magazine (the marketing magazine published by the US Postal Service) interviewed Philip Kotler, Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University, and here are some highlights. He was talking about his book, Chaotics: The Business of Managing and Marketing in The Age of Turbulence. I remember reading Kotler’s [...]

Entrepreneurs Find Direct Mailings Still Key to Winning Customers

The Wall Street Journal published an article on January 12th that discussed the experiences of businesses that tried to replace their direct mail marketing with various forms of email marketing. Their trials did not work; they went back to direct mail.

The article discussed some new strategies of sending more personalized messages to a very [...]

Rational Marketing

Back to Home

Categories

Archives

Pages