What’s in a name, and why it’s time to get personal
Maybe you noticed this in the news recently. A then-presumptive candidate for the office of President of the United States arrived at the airport for his party’s convention. And while there’s nothing remarkable about that, the image of the private plane — boldly branded with the candidate’s name — [...]
Push the envelope in direct mail marketing
Yes, we’re at it again. No sooner is the Thanksgiving feast reduced to leftovers than we’re combing the aisles and scanning the Internet, searching for the perfect gifts — the right remembrance for a friend, the extra “wow!” for someone special. And, as if the gift weren’t enough, the [...]
DM strategy: complexity made simple
Yes ... if you can’t explain it simply, you don’t understand it well enough. Attributed to German-born theoretical physicist Albert Einstein, this advisory rings true in many situations — not just in science and philosophy, but also in marketing and communications. Simplicity is a powerful sales tool, because typically we [...]
Simply communicating complex messages
The single biggest problem in communication is the illusion that it has taken place. At one time or another, who among us hasn’t found that to be true? Attributed to George Bernard Shaw, the great Irish playwright, dramatist and critic of the early 20th century, this simple observation is [...]
Young adults love direct mail
In our last post, we noted that today’s young adults — those 24 years and younger — are the most responsive to direct mail. While that’s an interesting finding, particularly because this audience is almost innately e-connected, it also supports an important truth: Although some may rush to pronounce [...]
Direct mail is not slowing down
Let’s flash back to 1990. Operation Desert Shield begins. “The Simpsons” debuts on FOX TV, and a hole in the ozone layer is discovered above the North Pole. (These are not immediately thought to be related.) Microsoft releases Windows 3.0. Tim Berners-Lee publishes the first page on the World [...]
