Many marketers like to go with their gut – and sometimes it works out.
When it doesn’t (and that’s pretty often), they simply dismiss the marketing tactic as something that “doesn’t work for us.”
What they don’t understand or acknowledge is the enormous gray area that exists between what works and what doesn’t work for […]
Never feel bad about “cold calling”
Cold calling used to be part of every sales person’s repertoire.
At some companies and for some sales people, it still is.
But for the larger population, cold calling has taken a back seat to other lead generation tactics – everything from direct mail and email to paid […]
Advertising and marketing programs are supposed to generate results – measurable results.
Too often, we forget that.
Too often, we are led down the path of brand building and product awareness. We are seduced by creative ads, clever headlines and eye-grabbing graphics.
And when we do, our results – and the strategies we use to […]
Testing is the path to success in direct mail.
Generally, testing involves just two elements – testing one item against another … such as two different mailing lists, or two offers, or two formats or two messages or two of anything else.
This is known as an A/B split test.
You select the two items […]
If your business has relied on Facebook to communicate with your customers and prospects, this article in Duct Tape Marketing should be a must read for you
What it says is what we’ve all known about Facebook for the past few years – except it’s much worse from a marketer’s standpoint.
It has been common […]
Print advertising may be old school for some, but for others, it is still a vital media channel.
This is especially true for local businesses which continue to rely on local newspapers to reach local audiences.
The problem is most local advertisers continue to run brand-building ads with no call to action and no way […]
We can always think of some reason not to do a particular marketing program.
“Not enough money” and “not enough time’ are the most common.
With Remarketing, those excuses won’t fly.
What is Remarketing?
Remarketing (also called Retargeting) is an advertising campaign designed to reach people who have previously visited your website.
Most people are […]
When you research business lists for direct mail or email, you usually start with the SIC code.
SIC, which stands for Standard Industrial Classification, is the universal coding structure for all businesses and organizations in the United States.
(A newer, more comprehensive directory called the North American Industrial Classification System (NAICS) is […]
For companies that want to keep some or all of their direct mail in-house
One of the most appealing aspects of direct mail is that you can mail any quantity at any time – all by yourself.
The direct marketing industry may seem to be dominated by large mailers that send out millions of pieces […]
On the surface, Direct Mail vs. Google Adwords seems like an odd comparison.
To be sure, these are two very different types of marketing programs. Direct mail is traditional offline marketing. Google Adwords is the cornerstone of online marketing.
Apples to oranges, right?
But they are also very similar.
Both are very accessible to small […]