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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. Top Five 2004 Required Marketing Tips Needed to Succeed By Catherine Franz When marketing your practice, as well as designing yourbrochure, web site, business card, flier, advertisement, orother marketing effort, we recommend investing the time andeffort needed to effectively address all these tips. Notone of them can be omitted. Tip 1. MARKET FOR YOUR DESIRED PROSPECTS, NOT YOURSELF What looks good to you is not necessarily effective for yourdesired audience. This is the biggest mistake I see peoplemake over and … 2. Embrace Your Differences - Promote That By Allison Bliss “Absolutely, Positively, Overnight, Guaranteed”“Reach out and touch someone”“VISA: It's everywhere you want to be”All memorable promotional slogans, right? But how did these tiny phrases work for these BIG companies, to help position and promote their service? That’s the real question.Federal Express was perceived as just another shipping company. But they were very smart: they did market research. And what they found was that most shippers wer… 3. Stadium Lights Responding to Fans By Lance Winslow Sports stadium fans go to the events for the ambience and experience. Indeed, one with a large screen television would have a better view of what happened, along with slow-motion replays and zoom lenses. But we all agree it is not the same. Yet as sports figures salaries increase that means the cost of the tickets go up as well. These are issues for sports fans and this is without mentioning getting the SUV to the event considering the $3.00 pl… 4. Let's Talk Trade Shows By Trish Lambert Are you thinking about exhibiting at trade shows as a marketing strategy? Most organizations and associations have their schedules and exhibitor information in place at the beginning of the calendar year, so you can collect the data you need at one time to decide if, when, and where you should expend your resources in this marketing arena.But before you start Googling for show names, answer this question:WHY DO YOU WANT TO PARTICIPATE?What bene… |