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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. Guerrilla Marketing and How It Can Work for You Guerrilla Marketing and How It Can Work for YouWhen most people think of marketing, they think of advertising. But marketing is much broader than that. Marketing is everything it takes to get your product or service into the hands of buyers—from product development to product delivery. Think of marketing as a continuous process, not a single event. It typically begins with creating an identity for your business … a name, logo, tagline, etc. It ex… 2. AdWords Ads: To Syndicate or Not to Syndicate When running ads on the AdWords network, one of the first decisions you will need to make is on which network or networks your ads will run. You can run your ads on either the Google 'search network' (Google, Earthlink, AOL, AskJeeves, etc), the Google 'content network' (About.com, New York Times, Lycos, Business.com, Infovillage, etc) or both. There are plusses and minuses to both that you will need to weigh before you decide.What's the Differen… 3. Why Prospects Don't Buy By Rich Harshaw Understand "The Educational Spectrum" and You'll Increase Your SalesDo you ever notice that when you're in the market to buy a car, you notice almost every advertisement for cars on TV, radio, and in the paper? You even notice all those cars with prices shoe polished on the windshield in supermarket parking lots. You buy Consumer Reports and Auto Trader and read classified ads. You become the expert on whichever car you're interested in.After y… 4. Put Your Calendar To Work By Harry Hoover It's an October evening and your major reception for donors has just begun. Turnout is substandard and most of the attendees are women. Can you say, "World Series?" Sure, I knew that you could!Every organization should create an annual PR and marketing calendar so that it can avoid the World Series' of the world, as well as take advantage of dates of significance. With a couple of months left in 2005, now is a good time to begin filling out you… |