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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, [...] In a recent BNET post about ways to improve presentations, the author, Sean Silverthorne, looked to Steve Jobs for inspiration. This got us thinking about ways to improve overall marketing messages and especially direct mail messages. To translate some of those ideas: Color: What about a clean use of signature color? Can interest be heightened with simplicity? Space: Give [...] Switching fonts could save money and ink. The University of Wisconsin Green Bay’s IT department has changed the default font for all users of Outlook to Century Gothic, and urges users to switch the default font in other applications too. The IT department said Century Gothic requires 30% less ink in printouts than Arial, the [...] Forrester is selling a report titled, “The Future Of Agency Relationships” with a subtitle of “Marketers Need To Lead Agency Change In The Adaptive Marketing Era”. The report encourages marketing leaders to re-evaluate their relationships with advertising agencies and in the process suggest that agencies should continually reinvent themselves to serve their clients. They suggest that [...] Marcia Yudkin wrote some ideas in her weekly email “The Marketing Minute” for ways to involve the senses of readers in marketing copy. She was attracted to a magazine ad for Puerto Plata, Dominican Republic: “You’re welcomed by warm smiles, slapping dominoes and whispering trade winds. Here, you can share sunsets with artists and fishermen as [...] To help you create messages that sell more of what can’t be seen, we are sharing an article by Pat Friesen that appeared in Target Marketing Magazine. Whether you sell insurance, toilet tune-ups, home loans, teleconferencing, investment services or other intangibles, we hope these tips help. Call to action. This is basic, but often overlooked and [...] We found some ideas about postcard design at this site from Chuck Green on Ideabook.com. What is the purpose of a post card? “Greetings from” and rotating racks decorated with pictures of places great and small—those are the type of messages associated with post cards. The marketing potential of a simple card is unbounded. You can show [...] Creativity Sparks Do something mindless (take a long drive on familiar roads, do housework or yard work, take a long bike ride or walk) A new simple approach may help you create some new ideas for your next direct mail piece. Step 1, Answer these questions: What problem does your product (or service) solve, and for whom? Target Marketing Magazine included some great tips and considerations for creative planning as a part of suggestions for campaign planning meetings. We want to help you think about these as you plan your Direct Marketing. The Offer Remember, an offer can be a full-price product with special value. Why was it created? |
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