Archive for November 20, 2009

The Way Consumers Make Purchasing Decisions Is Evolving

According to an article extracted from McKinsey Quarterly by Harvard Business Publishing, customers are controlling more of the buying decision process and actively “pulling” information helpful to them. McKinsey research found that during the phase when consumers are considering a purchase, 2/3 of the touch point moments (that is, instances when customers learned more about a product) were actually driven by the consumer rather than the seller. These include reading product reviews on the Internet, discussing a product with friends and family, or in-store interactions.

Traditional marketing, including direct mail, remains important, but more in building brand and awareness, before customers are decide exactly what to purchase.

No Increase in Postage Prices for 2010

The US Postmaster General, John Potter announced in November 2009 that “there will not be a price increase for market dominant products including First-Class Mail, Standard Mail, periodicals, and single-piece Parcel Post.”

We hope you all find this encouraging news as you begin your budgeting and planning for 2010.