In Confessions of an Advertising Man, David Ogilvy, founder of the highly regarded advertising agency Ogilvy & Mather, wrote, “Ninety-nine percent of all advertising doesn’t sell a thing.” You don’t want your products to be in that 99%. How do you make sure you are in the coveted one percent? You might say “personalization and […] →Read more
When we think about motivating consumers to make a purchase, we think about using the right mailing list, creating the right offer, and having a compelling call to action. Whether creating a direct mail piece, a sales letter, or a magazine advertisement, those elements are critical. But the reasons people buy can also be more […] →Read more
Have an event coming up? In-house seminar? Booth at a trade show? Whatever your event may be, you want to maximize your investment by ensuring that the people who commit to coming actually show up. There are three steps to making sure you get the highest attendance possible. 1. Promote your event with early teasers. […] →Read more
If you’re wondering whether it’s worth the effort to expand the number of marketing channels you are using and invest in deeper integration between them, just take a look at the data. According to a study just released by the Interactive Advertising Bureau (IAB) and Winterberry Group (April 2017), nearly 60% of U.S. digital marketing […] →Read more
An effective brand creates an enduring perception in the minds of your customers and distinguishes you from your competitors. An investment in branding can pay off in many ways. Increase mind share. When you want a cola, you think of Coca-Cola or Pepsi. If you need a bandage, Band-Aid comes to mind. Are you top-of-mind […] →Read more
What’s the secret to personalized printing success? It can be summed up in a single word: relevance. You can “personalize” a document with dozens of variables related to a customer’s gender, income, geographic location and more, but in the end, if the document isn’t relevant to the recipient, it won’t be effective. How do you […] →Read more
Do you see marketing as a sprint or a marathon? Increasingly, marketers are taking the marathon view, developing their plans to focus on long-term results rather than just “right now” sales. In this view, marketing has a two-fold purpose: to foster immediate sales and to plant seeds for tomorrow’s. First you must identify the factors […] →Read more
At Impact, we’ve built our organization on helping our customers leverage quantitative and qualitative data; then couple it with coordinated execution to enhance their customer lifecycle. We help our partners objectively identify their customers, locate prospective customers that match their high lifetime value segments, increase awareness to those prospects, convert those prospects to customers, retain […] →Read more
Today, the range of stocks compatible with digital presses is vast, and thanks in part to the range of available substrates, the image quality competes with (some say exceeds) traditional offset. With all of the advances in today’s substrates, what do you still need to know when choosing paper for your next project? Recently, Joe […] →Read more
Increasingly, marketers are looking at the sales process as a set of stages, with each stage of the process requiring different types of content to move prospects from one stage to the next. This process is called lead nurturing. One of the most important tools for lead nurturing is content marketing. According to BPM Online, […] →Read more