Hiring/Training : What the CMO Wants
CMOs are looking for the best way to reach customers and increase ROI. To do that, they arm themselves with a multitude of marketing channels; many of which are growing and changing rapidly—particularly with the dawn of the digital age. At the heart of all these channels—with, as noted, digital media leading the pack—is direct […]
DIRECT MARKETING – We are not all the same – that`s why DM exists!
If everyone were the same direct marketing or any other marketing for that matter would be easy. Boring, but easy. Simply slap a price on a product that somebody is already predisposed to and away you go. No product differentiation required at all; no innovation and no marketing required. Fortunately for us, in the marketing […]
FESPA – Ford vehicle print innovation – it’s a wrap
The best ideas are often the simplest as has proven the case with a new initiative launched by Ford in the US. Last year the company introduced a website that allowed Ford customers to customise their vehicle with a vinyl wrap. The site was such a hit that the car manufacturer has now rolled out […]
How will cutting Saturday mail affect direct mail operations?
Jennifer McNally, VP-global marketing for Discus Dental in Culver City, Calif., runs a mind-boggling direct mail operation. Her company, which sells tooth whitening systems and other dental technology to dental practices, has thousands of discrete direct mail campaigns, including 700 campaigns aimed at international audiences. Discus sends so many pieces of mail that the company […]
Print as the New Digital Marketing Medium
Marketers know that email campaigns are inexpensive—but they also are frequently ineffective. However, todays digital print capabilities make print just as important as other digital communications channels and actually increase effectiveness when used together. Learn more about the role of commercial print in an integrated digital communications campaign.
Make Your Direct Mail Flow From Outside To Inside
If you want your direct mail piece to be one of the 66% that gets opened and read rather than the 44% that gets thrown away unopened, you’ll have to design a compelling outer envelope among many other things. It is hard to say, however, how much of the 66% just gets opened and thrown […]
Five benefits of kit packaging
Kitting is a growing service of contract packagers. Kits help retailers meet retailers’ needs for continual product refreshing and alternative unit-of-sale packages. Kitting has been a below-the-radar service of contract packagers, but now it is gaining steam. Walk down the aisles of any department store or home improvement center and you’ll see kit packs in […]
Draft privacy bill could shake data collection
A discussion draft of what could become sweeping Internet data privacy legislation has pitted direct marketers and list brokers against privacy advocates, with some in the industry saying it will kill direct marketing. List managers and their clients especially fear harm if the draft, put forward by US Reps. Rick Boucher (D-VA) and Cliff Stearns […]
Does ROI Miss the Mark? Is ROT Better?
A recent Advertising Age article indicated that major consumer package goods companies have talked about the importance of ROI, but their agreements with their ad agencies rarely have any “pay for performance” clauses. Is all this talk about using ROI in advertising and communications just talk? For years we have heard its importance, but the […]
Xerox honors digital printing excellence at IPEX 2010
Birmingham, UK – At this year’s largest print industry trade show, IPEX 2010, Xerox Corporation’s customers from around the world are touting the benefits of digital printing with applications that resulted in triple-digit response rates for their clients and increased leads and profits for their businesses. “At Xerox, our strategy is always to make it […]
Mohawk 11 Show – Call for Entries
We talk with each other. We make our marks. We print our ideas, desires, inspirations and words. Mohawk Fine Papers celebrates the designers who make concrete the complex communications of our culture, who go beyond the expected and make visuals extraordinary. Mohawk invites you to show the best of your work in Mohawk Show 11. […]
Royal Mail Part Privatisation To Go Ahead
The UK government has revealed that it intends to revitalise plans for a partial privatisation of Royal Mail. The coalition government said it would be seeking to secure private capital investment with opportunities for employee ownership with as much as 49% sold to private investors. The announcement will fuel opposition from the Communication Workers Union […]