July 2010 | Rational Marketing

Spray and Pray??

BNET posted an article titled “Spray and Pray: Why Does Anyone Still Buy Advertising?”

This stirs many controversial thoughts. While we agree with the line of thinking about the problems with many traditional forms of advertising that offer no accountability. We don’t want direct mail to get lumped into being called “spray and pray”, spraying money [...]

How Much Should You Spend?

Business Week published an article titled, “What Should You Spend on Advertising?” Instead of seeking a rational answer to the question, many just ignore it and hope it will go away.

Most emerging companies focus most of their time and talents on meeting the needs of customers, which is a great strategy. If they don’t take [...]

Happiness Depends on Age

The New York Times reported on a Gallup Poll that found that people start out at age 18 feeling pretty good about themselves, and then, apparently, life begins to get challenging. They feel worse and worse until they hit 50. At that point, there is a sharp reversal, and people keep getting happier as they [...]

Interruption Response Depends on Age

Interruption Preferences

Retrovo, a seller of consumer electronics, publishes a report titled, “The Retrevo Gadgetology Report”. They found that almost half (49%) of those under 25 years old did not mind being interrupted during a meal with a text or electronic message, but only 27% of those over 25 felt that way. That means that [...]

Creating More Value in the Mail

DMNews published a story about trends in marketing campaigns that stress customers’ ideas of “value”.

US consumer spending grew at the fastest rate in three years during the first quarter of 2010, according to figures from the Commerce Department. Overall spending grew 3.6%, with spending on durable goods increasing 11.3%. For nondurable goods, the increase was [...]

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 [...]

What about Doodling

In a blog post titled “Does doodling make you smarter?” the author presented some facts from: “What does doodling do?” from Applied Cognitive Psychology, Volume 24 Issue 1, Pages 100 – 106

Doodling is a way of passing the time when bored by a lecture or telephone call. Does it improve or hinder attention to the [...]

Scott Berkun’s 10 Innovation Myths

BNET recently summarized a book on innovation, ‘The Myths of Innovation’ by Scott Berkun. Berkun is a writer and speaker and former manager at Microsoft:

The myth of the epiphany: If many innovations are described as magical moments, the truth is often more complex: hard work is required and the Eureka moment often comes at the [...]

People Still Want Mail

In a recent LinkedIn discussion a member of the group overheard a conversation at a table in a restaurant between two couples…

… One couple recently bought a home, and they were excited about it. Although they had the new address for a couple of months, they were disappointed that they haven’t gotten any mail yet. [...]

Use Envelopes To Drive Response

The DMNews told a story of how several companies have had success with envelope customization. Marketers are making use of recent developments in printing and production technology to enhance the outer envelope with customized messages, four-color printing and other embellishments.

“The more information we can put on the outside of the envelope without it looking funky, [...]

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