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Postage has increased, forcing performing arts organizations to expect costs for direct mail increase by as much as thirteen percent. Add this expense to costs for printing, data processing and the mail house, and the need for a better solution is eminent. Traditional mail marketing with no greater service or value will diminish cost efficiency even more. Response rates are already beleaguered, and have been flat or decreasing for many years. If return on a marketing investment automatically decreases because of increased expenses, stakeholders will insist on alternatives. The printed brochure has been at the center of performing arts direct mail subscription and membership campaigns for years. 'Marketing By Brochure' is the standard. Mail campaigns, fortunate to have been developed by a competent direct response agency, have benefited from tricks of the trade. But, even with creative visual design, the core elements of the brochure are the same. Alternatives to brochure marketing, without sacrificing response, are there and have been around for years. In fact, these alternatives not only save time and money, but have also increased results in many cases.
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Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. A Good Marketer: What’s the Measurement? By Catherine Franz As a business owner, you know how valuable being good at marketing is. Yet, I have found working with business owners for the past 20 plus years that 99.9% of them have never defined what a good marketer is -- what it means in their terms. Let’s take a moment right now and think about what you are measuring yourself against. Without a measurement, you can't possibly know what you are shooting for and this will lead to a misconstrued represen… 2. The Top Seven Marketing Mistakes By Ted Nicholas In my view, nearly all government statistics about reasons for business failures are nonsense.Undercapitalization, inexperience, or poor management are usually blamed for all business disasters.Of course, there can be one or several more causes that result in a business going "belly up."However, from what I've seen, marketing mistakes are by far the primary reason businesses do not survive. This includes companies which consider themselves dire… 3. The Most Important Marketing Principles of All Time By William Siebler As you have probably experienced there is a lot of hype in the business and marketing world. New concepts, revolutionary methods and the like land in our in boxes every day. But I'm going to confirm something you probably already know - the fundamentals of marketing haven't changed for decades. Here's my summary of the marketing principles that have stood the test of time.1. Know your customer. Know their wants and desires.2. Offer the customer… 4. Earning the Right to Sell with Stats -- 10 Steps to Greatness We could learn a thing or two from pro sports.Baseball players use stats to tell the story of their season and their career. Scorekeepers keep track of every at bat, every hit, every strike out, every run scored and every base stolen. Those stats are cited by commentators during the game, sports reporters after the game and they are featured on the backs of baseball cards to they tell the story of the player's career.Those of us in business could… |