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  • Direct Mail Strategies for the Multi-Location Business

    April 03,2013

    Posted by Brian Berg Google+

     

    Optimizing your direct mail investment dollars for multi-location campaigns is done by considering the printing and mailing service efficiency of the entire campaign.  With cost cutting strategies to be shared among franchise owners to data capturing techniques for the head quarter marketing arm, the multi-location business can benefit from a number of simple strategies as shown below.

     

    Printing Efficiency

     

    Probably one of the largest expenses to your direct mail campaign is printing.  And with each store location all mailing various messages at differ times to different audiences, the process can be a monumental headache.  Ideally, your goal is to shore up as muc... Read More

  • Mailing List Direct Mail Response

    April 03,2013

    Posted by Brian Berg Google+

     

    As most direct mail marketers know, direct mail marketing is measurable.  And response percentage rate is the “barometric” measurement for success.    Direct mail is therefore more of a scientific study on what works better in terms of new customer acquisition.  And therefore, direct mail can measure the success, or failure of, a mailing list choice. While many advertising mediums are loosely measured by an increase in revenue over time following the TV commercial, space advertising in a magazine, or radio advertising splashing the new brand over the air waves, direct mail can be specifically measured by counting new customer generated from a direct mail campaign. 

     

    With direct mai... Read More

  • Life Event Direct Mail Marketing

    April 03,2013

    Posted by Brian Berg Google+

     

    Life event direct mail marketing is an effort to identifying significant changes within a person’s life that signal a refocusing of attention to their priorities, and thus, making your offer at the crucial moment they are most likely to respond.  Direct mail marketing works well with life events because of the ability to identify a large portion of those people experiencing a significant life change, mail a very relevant and appealing message, and measure the response for future targeting.

     

    For the most part, much of what people purchase is random, meaning that one persons decision to shop for a new sofa might happen today or in six months.  For one person It may feel to shop for a new sofa today. &nbs... Read More

  • Stages of Life Marketing

    April 03,2013

    Posted by Brian Berg Google+

     

    Life Changing Events that create marketing opportunities for direct mail

     

    * Graduating from high school and leaving the nest

     

    What a wonderful experience to be graduating from high school and entering the workforce, or furthering your education.  This is a time in a young persons life that’s very anticipated.  It’s a very large first step into adulthood and responsibility.  With so much to look forward to, so much is needed. 

     

    The challenge here is that the direct mail marketer is really marketing to the parents of this child, and not really the child him/hersel... Read More

  • The Blueprint for Building a Successful Mortgage Lead Generation Program

    April 03,2013

    Posted by Brian Berg Google+

     

    The vast majority of mortgage brokers suffer the same challenges; too few incoming leads to work and not enough time to find new ones. The idea of building a functional, manageable, measurable and evolving lead generation program is beyond the most business professionals, and this includes mortgage brokers. Most mortgage brokers feel that to make more money, you must make more calls, invest in more mailings, place more ads’, visit more realtors, visit more banks, and/or simply cut prices.

     

    Though any of these investments in time and money may pick up your business activity, unless you can manage both, in addition to increasing your marketing AND systematic qualification process, your new potential prospects will not ... Read More

  • Bankrupcty Direct Mail Defined

    April 03,2013

    Posted by Brian Berg Google+

     

    Many direct mail marketers will use a mailing list of Bankrupt individuals to market to.  The reason why a bankruptcy mailing list is so popular is because when someone files for bankruptcy, they are relieved of a mountain of debt, yet they still have the habit of spending beyond their means. 

     

    A bankruptcy mailing list is also popular because these people do have a serious need to purchase certain items that they were unable to afford prior to filing for bankruptcy.  Buying a car is one of the most common needs filled immediately after a bankruptcy is approved.

     

    Below are the various types of Bankruptcy definitions you’ll need to know in order the correct mailing list for y... Read More

  • Direct Mail Data Definitions/Glossary

    April 03,2013

    Posted by Brian Berg Google+

     

    Acquisition Cost

    The cost of acquiring a new customer. Lifetime Value is often used to figure the maximum allowable acquisition cost. Affinity Consumers who are similar in lifestyle.

     

    Affinity Analysis

    A process of determining relationships between customer purchases. People who buy tulip bulbs own a single family residence with a yard.

     

    Affluents

    Households that earn 30% or greater than the cost of living plus taxes.

     

    Appended Data

    Process whereby a customer file has data appended to it (such as age, income or home value) from some external database. This is also referred to as data enhancements or overlay data.

    ... Read More

  • The Evolution of Online Mailing List Access

    April 03,2013

    Posted by Brian Berg Google+

     

    In relative terms, people do not change much.  We buy some of the same foods and wear some of the same cloths as we did 10 years ago.  So unless there’s physical relocation of your residence, or a life change event that occurs in your life, generally speaking, you’re probably the same person you were the last time you checked.  What has changed is a direct mail marketer’s ability to access mailing lists. In the last 10 years, the internet has enabled businesses create new tools for building a custom mailing list.  Not only have targeted mailing lists gotten better, but the delivery of mailing lists has also become easier.  Just 15 years ago, only 5% to 10% of the mailing lists were transmitted to the custome... Read More

  • 12 Tips on attracting buyers, not shoppers

    April 03,2013

    Posted by Brian Berg Google+

     

    A good direct mail piece in one that brings quality foot traffic into the show room. Quality sales leads are consumers both interesting in buying a car and those able to qualify for financing. There is an argument for packing the house with people to create excitement but the negative effect is that many potential buyers may walk around too long and talk themselves into becoming a shopper, instead of a buyer. If there aren’t enough salesmen on the floor to cover the sales leads walking in the door, you’ve got a problem of another kind.

     

    1. So for starters, your ideal sales lead is one who feels confident about qualifying for the purchase process as well as one who feels they will not be wasting... Read More

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