The New England Direct Marketing Association recently held its 37th Annual Awards for Creative Excellence at District Hall in Boston, MA. Thirteen out-of-region judges critiqued work from leading New England marketing and creative agencies. Winning work was based on return-on-marketing-investment (ROI) as well as the effectiveness of the design, copy and campaign execution. BKM Marketing entered four client campaigns, and each entry earned first or second place recognition in its category.
Marketing blogs and trade journals create endless gigabytes of content about online marketing techniques, yet many marketers continue to rely on direct mail as a primary tactic for generating sales. In fact, several BKM Marketing clients have dramatically increased their mail volumes this year within their marketing mix because it provides them with the best return on investment compared to other less predictable channels.
Everyone can agree that in 2015, if you're a marketer with no digital presence you're out of the game. With round the clock updates and messages from social networks, texts, and emails that we're accessing through a range of mobile devices, we are all constantly connected. To reach prospective customers and clients, your company has to be where those customers are looking for your goods or services.
Without a doubt, YES!! To go even further, direct mail is seeing a resurgence and clear uptick in usage and performance. Between constant mobile notifications and our email inboxes flooded with messages (some helpful and others not so helpful), properly targeted direct mail with information that is relevant to the recipient can be a welcome change!
In your organization's marketing efforts, are you a hunter or a trapper? Most likely you are both. The bottom line is that the outcome is the same. Understanding the differences and how your organization approaches new business is critical and can make the difference between thriving and barely surviving. And, in today’s competitive climate, there is no room for barely surviving.
So as you begin to evaluate where your company is in the sales and marketing process, it is important to understand the internal marketing philosophy. Does it lean towards inbound marketing - which is about pulling customers in, ie. trapping - or are they interested in going out and pushing the marketing message to the prospect no matter if they are ready or not, ie. hunting? Both are necessary and having a deeper understanding of both and maintaining the right balance is critical.
Data is a marketer’s most important asset, and today’s marketing data options are deeper and more complicated than ever before. Join Bruce and Sam on March 3rd at the Direct Marketing Innovations Symposium in Cambridge, where they lead a session on New Options in B2B and B2C Lists. They will cover the latest list strategies available to marketers trying to reach business and consumer targets through traditional and digital direct marketing channels.
Topics will include:
Working with great creative professionals is one of the most exciting parts of my job. The magic they impart is incredible. Hand them a creative brief and they come back with cool designs, unique formats, and fantastic use of color and paper stocks. You may ask why a “printing and production” guy is working so closely with the creative team. The answer is, as talented as these people are, they still need guidance and direction in order to keep within budget, meet postal specs and ensure their designs reproduce well on whatever medium you have chosen.
Long gone are the days of macro marketing – when one message or offer was effective for an entire campaign. These days, with the all of the great database marketing tools and techniques we have (data appending, CRM systems, variable lasering, etc.) it is relatively easy to version a personalized letter with all sorts of one-to-one marketing information that can help your response rates to skyrocket.