Search results for wow number

22 Sep 2010
Advertising • Buying Behavior • Direct Mail

Wow Numbers Mean Direct Mail Success

As a follow up to our post about “WOW” numbers:

According to the USPS Household Diary Study, 79% of all households read or scan the advertising mail sent to their home.

ATG’s Cross-Channel Commerce: The Consumer View report found that 78% of consumers are using multiple channels to research, shop, and ultimately complete purchases. Consumers browse and research online, then make the purchase in the store–39% went to the store to touch/feel the products; 36% visited the store to compare brands; 22% visited the store because they needed the product immediately

76% of Internet users said they were directly influenced by direct mail; 67% were influenced by TV; and 58% of email users were influenced according to Exact Target’s Channel Preference Study. Additionally, 75% of 25-34 year-olds have made a purchase as a result of direct mail and 62% of 18-24 year olds purchased due to direct mail.

R2integrated, an integrated marketing and technology company found that 65% of companies had not increased revenue or profited using social media.

Public Television stations have reversed their decline in acquiring new donors through direct mail campaigns. DMW Direct analyzed 700 campaigns representing 34 million pieces mailed and found that $295.32 was raised per thousand pieces mailed in 2009, up 16.3% from 2008 and the average gift was $42.10 up from $41.64.

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29 Nov 2010
Advertising

More WOW! Numbers

“55 Percent of Survey Respondents Cannot Effectively Measure Marketing ROI of Mobile, Social Media and Video,” this is the recent context of press release from Omniture. Omniture perceives this as an opportunity.

We reported on the results from a different study from R2integrated that found that 65% of companies had not increased revenue or profited using social media.

Is this really opportunity, or this an opportunity to reevaluate the great hope that new media would be the key to increased revenue?

Let us help you explore if a direct mailing campaign will help you grow your revenue.

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19 Jul 2010
Advertising • Business

The “WOW!” Number

A recent Harvard Business Review Blog asked, “What Surprising Number Will Change Your Business?”

Numbers are the universal language of business. We use them to win approval for product introductions, to attract investors for our startup ideas, to make the case for expanding into new markets or entering new categories. In other words, numbers, when used well, tell a compelling story.

Marketing and advertising is about big ideas. But it is also very much about numbers: budgets, ratings, impressions, ROI. Which brings us to the search for the “Wow!” Number, and why one piece of data may be worth a thousand words.

Here are a few such numbers.

  • 70% of teens who abuse prescription drugs get them from home.
  • 80% of women plan to exclusively breastfeed; only 20% actually do.
  • Many are in front of whiteboards 4 hours a day, but only use them for 4 minutes.
  • 80% of people age 45+ consider changing careers; only 6% actually do.

Why do these numbers tell a story? Because they’re simple and easy to understand. Because they’re human and easily relatable. Because they surprise us, and/or capture the gap between intentions and actions.

And how do you get to such numbers? Juxtapose: “Put related numbers together to create new information.” Try different contexts: “What’s the social angle? The green angle? Put it in terms of time, or length, or volume.” Turn them over: “2% one way might not be as interesting as 98% the other way.”

However you choose to rethink your approach to numbers, it’s an important way to address a huge missed opportunity. Business isn’t just a battle of products and services. It’s a battle of ideas about priorities, opportunities, values, and value. Ultimately, those competing ideas get reduced to competing numbers. So, if you can arrive at numbers that matter, you’ve got a better chance at winning the battle of ideas.

We have told you some surprising numbers about mail in the last few months:

More than 70% of Gen Yers (born 1977-1994) and Gen Xers (born 1965-1976) sort their mail immediately

76% of internet users were directly influenced to buy an item or service thanks to direct mail

78% of email recipients do not open the message, so that means that 94.1% of email recipients are not clicking through to landing page

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23 Nov 2010
Advertising • Business

Slow Company?

A post that appeared on BNET offered some examples of how companies are gaining success by being slow. Slow goes against so much tradition and experience but the article offered two examples of companies that seem to be successful because they do things slowly. Perhaps a slower more deliberate approach is more appropriate for the issues faced by most businesses today because the challenges are deep and complex, not especially susceptible to quick fixes.

The leaders of five major magazine companies have come together to sponsor a campaign called, “Magazines, The Power of Print“. In one ad, they asked, “Will the Internet kill magazines? Did instant coffee kill coffee?” in another ad they stated, “We surf the Internet. We swim in magazines.” Then they share two very interesting statistics, WOW numbers, during the 12 year life of Google, magazine readership actually increased 11 percent. In the coffee ad, they state “even the 18 to 34 year old segment continues to grow… typical young adults now read more magazine issues per month than their parents.”

Numbers and statistics continue to support the facts that a quick fix and reliance on one media for marketing communication may not be the answer. Direct mail makes sense now more than ever before, because it is able to target exactly and it gives reliable feedback to continue to improve.

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27 Oct 2010
Advertising • Marketing Strategy

Marketing Power

We attended a seminar that suggested that 80% or 90% of people believe posted consumer reviews. The Harvard Business Review’s Daily Stat stated that each year, consumers make more than 500 billion online impressions on one another about products and services.

These WOW numbers reinforce the idea that once your potential customers find you or know about they may start looking deeper for more information about you. Can we help you boost your trust score by sending some mail to your treasured customers to ask them to post something nice about you? Once you have accumulated some great reviews, send a postcard to your warm prospects to put your name in front and suggest they see for themselves comments from your satisfied customers.

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