Have a limited print budget and want to make the most of it? Even if your dollars are limited, your impact can be significant. Start with focusing your efforts on the customers most likely to give you the best return. Let’s look at four strategies to help you make the most of your investment. 1. […]
Targeting is the foundation of any highly effective marketing campaign, but there are different ways to slice and dice your list based on your marketing goals. Here are four different ways to target your audience. Which approach might work best for your next marketing campaign? 1. Demographics. Demographics such as age, gender, ethnicity, and household […]
When two companies offer similar products, what differentiates one from another? It’s more than the price. There is something even more critical when it comes right down to it. It’s the customer experience. While “customer experience” can be an overused buzzword, there is a lot of truth behind its importance. At lunchtime, for example, there […]
Just as making an outstanding meal takes the freshest, most flavorful ingredients, creating an exceptional marketing campaign starts with the newest, most accurate data. But what is the best way to get that data? You can purchase a mailing list and third-party data, but it’s always more effective if customers are willing to provide it […]
In marketing, there is one thing worth more than gold. It is top of mind. Being top of mind means that when someone thinks about your product category, they think of you. Delivery services? Most people think of FedEx and UPS. Soft drinks? They think Coke and Pepsi. Laundry detergent? Tide. Are you top of […]
As a nonprofit, you know the importance of personalized direct mail. Most likely, you are already personalizing your mailers by the donor’s name, giving history, and often household income. But are there other data points that could help? Here are some exciting statistics that, while they may not all apply to your organization, illustrate how […]
If you want to know what’s working, test it. Is this recipe better than that one? Is this pair of shoes more comfortable than those? Marketing is no different. By taking a portion of your list and testing one element at a time, you can find out what works best. Even if you’ve done testing […]
Increasingly, marketers understand the power of emotions. Product features and benefits are essential, but someone’s need, fear, or desire often motivates the actual purchase. Just look at some of the most iconic brands on the market. Johnson & Johnson doesn’t sell Band-Aids based on their adhesive properties. It shows a crying child being soothed by […]
Since the start of the coronavirus pandemic, businesses have faced challenges due to the growing instability in brand relationships. Especially during the early days of the pandemic, buyers often switched brands due to changes in availability, logistics, and their own economic situations. This quickly challenged businesses’ assumptions about their customers’ loyalty and spotlighted their customer […]
We all want to sell more products and services, and for decades, brand awareness has been the subject of research and study. Is this a good investment of your marketing dollars? To what extent does brand awareness truly influence the final purchase decision? As it turns out, quite a lot. Here are the results from […]