Monday, November 10, 2008

Times are tough, are you missing out?

It's been year after year of postal increases, and month after month of bear market - a down turn in the economy posing all of the hot button questions we want to ask but don't want to share: list rental volume? mail volume? response rates? or even worse - cut backs?

I think it's safe to say that all marketers are wondering what else they can do to improve their business. And now is the time to put on your best game - toss the rubber stamp, revisit some of those closed doors, and maintain an open mind about additional untapped opportunities and revenue streams you've never explored... As Martin always says, "nothing ventured, nothing gained."

So realistically, what can you do? First, identify new opportunities. Take a look at some of these insert media options, consider some programs you’ve never offered before, and embrace change...

Print Inserts:
- Package Insert Programs
- Blow Ins/Bind Ins
- Ride-a-longs
- Statement Stuffers
- One Page Ad with Bind Ins
- Free Standing Inserts

Online Inserts:
- Banner Ads
- Online Partnerships
- Lead Generation
- Co-Registration
- Co-ops
- Webserts

Direct Mail Brainstorming Ideas:

- Big fish in a little pond: while other marketers are slicing and dicing their mail quantities (especially with the major credit card mailers), just maintaining yours will make a difference. Be bold while others are in hiding.

- Revisit the vintage: brush the dust off of those old mail pieces that generated less than thrilling responses and polish them up for Round II.

- Reinvent the wheel: or at least fix it. Call me crazy. Sometimes rubber stamping tried and true methods restricts creativity and limits new, successful ventures. Today's consumers shop/donate differently than they did 3, 5, 10 years ago. If you haven't reevaluated your marketing for its relevance recently, now is the time to do it.

- Modeling: a great way to analyze your current customers while pin-pointing new ones. And typically the model will come free of charge after meeting a minimum order quantity.

- White out the black out: lifting your black out dates could allow more mailers to come in, equating more list rental revenue. And contrary to popular belief, studies have proven that in doing so you may simultaneously increase your own response rates.

Times are tough, but they may also be just what we need to get our hands dirty, improve our forward thinking, and in the end come out on top.

And, of course, we like to consider ourselves an extension of your marketing department and are here for your every beckoning call. Got questions? We're on it. Just let us know how else we can help.

Labels: economy, tips

posted by becky terhaar at 12:53 PM   0 comments

Thursday, September 25, 2008

Every generation has ups and downs

My 87 year old mother tells stories about how she had to take a wheel barrel full of Marks to buy a loaf of bread in the '20's in Berlin. My father-in-law tells of bread lines in the 30's. We remember long gas lines in the 70's (maybe) and double digit inflation. Somehow we got through it. And we will again now. Why? Because basically we have the right economic underpinnings and free enterprise.

Until then we just have to be smart and look out for good opportunities to improve our business. Examine all new ideas that are presented. Look at packages you tested years ago that were just short of profitable. A tweak here or there could make it a winner. Modeling lists. Explore enhanced files. Good list managers can segment their enhanced files to find the right list for you to test.

Last, talk to your broker and list manager. Have a joint meeting with them and let them know your plans and get their feedback. They are your conduit to the rest of the industry and they can give you some good insight.


No ostriches here!

Labels: economy

posted by martin stein at 4:59 AM   0 comments

Wednesday, March 5, 2008

Possible opportunity knocking

These days it seems that around every corner of the office, on the street, in the media people are speaking about the possibility of a recession. People are fearful about loss of jobs, increase in costs, and the unstable economy.

One would think it was time to start storing water and canned goods in the basement for the impending Armageddon. You are beginning to hear rumblings in the direct mail world that organizations are considering scaling back their acquisitions and their renewal mailings in the coming months.

Now don’t get me wrong I am completely behind mailing smarter, but mailing smarter does not necessarily translate into mailing less. According to The Chronicle of Philanthropy smarter can include some of the following:

· Avoid fund-raising cuts
· Keep top donors close
· Tell a good story
· Don’t ignore people who have stopped giving
· Look for donors in thriving industries
· Collaborate with other groups

These times can be ones of great opportunity for organizations. While others are cutting their mailings “you” could be contacting their potential donors with the opportunity to give to your own organization. Potential, Potential, Potential!

Sure things might not seem exactly rosy right at the moment, but look at where you could be in 3 to 4 years. On a personal note, I will be taking this time to invest as much as I can in my 401K. Prices on stocks are down, they will bounce back, and when they do I will have bought at below market prices and will come out on top. Seize the opportunity!

Labels: direct mail, economy

posted by Michael Kertelits at 9:31 AM   0 comments