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In Confessions of an Advertising Man, David Ogilvy, founder of the highly regarded advertising agency Ogilvy & Mather, wrote, “Ninety-nine percent of all advertising doesn’t sell a thing.” You don’t want your products to be in that 99%. How do you make sure you...read more
Handling Customer Complaints Everybody gets customer complaints once in awhile. Improperly handled, those complaints can erode customer relationships. Properly handled, they can actually deepen them. How is this possible? Studies have shown that companies’ responses...read more
Why Being Multichannel Matters Today Did you know that 72% of consumers say they would rather connect with brands and businesses in a multichannel environment (SailThru)? And that 55% of marketers now use three to four channels to reach their target audiences. That...read more
5-Point Checklist for Clean Mailing Lists When it comes to direct mail, maximum results start, not just with mailing lists, but with clean mailing lists. So what does a “clean” list really mean? Here is a quick checklist that can help. CASS Certification. CASS...read more
Are you using 1:1 printing for personalization? More and more, we hear about print personalization, or variable data printing, to achieve higher response rates and better ROI. But does personalizing by name, geographic location, or demographic information really make...read more
How Well Do You Know Your Customers? When we think about motivating customers to make a purchase, we think about using the right mailing list, creating the right offer, and having a compelling call to action. Whether creating a direct mail piece, a sales letter, or a...read more
Maximize Your Event with these 3 Easy Steps Have an event coming up? In-house seminar? Booth at a trade show? Whatever it is, you want to maximize your investment by ensuring that the people who commit to coming actually show up. These three steps will help you get...read more
Cross-channel marketing is critical. If you’re wondering whether it’s worth the effort to expand the number of marketing channels you are using and invest in deeper integration between them, just take a look at the data. According to a study just released by the...read more
An effective brand creates an enduring perception in the minds of your customers and distinguishes you from your competitors. An investment in branding can pay off in many ways. Benefits from Effective Branding Increase mind share. When you want a cola, you think of...read more