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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. How to Up-Sell Change By Kelly O'Brien As Freud cautioned, it's insanity to keep doing the same thing and expect different results. You know things have to change. Business as usual is a guarantee to fail. Your boss supports you, but is fairly lukewarm about resources and time commitments. Your staff agrees but then claim they are too busy. Activity traps, inertia, disinterest, ambivalence, fear… people fabricate (consciously or unconsciously) lots of reasons to avoid making change.… 2. Sign Holders By Chuck Thibaudeau There are many different types of sign holders you can use in a retail merchandising campaign. The most important decision on which sign holder to use if based on the type of environment they will be used in.A "harsh" environment will need something a lot stronger in a display, even though it is not as attractive as a acrylic sign holder. Metal sign holders and re-enforced plastics are much more resilient to breakage in this type of environment… 3. Two Step Marketing - An Old Idea Come Full Circle By Dan B Cauthron Whether out of necessity or perhaps wisdom, cost conscious mail order direct marketers of past decades did manage to develop and perfect a unique promotional method that, if applied correctly, still cuts a wide swath in today's market.Using a two-step approach toward market contact, employing small classified advertisements as the vehicle, they learned to validate prospect interest at the front end, increase bottom line profit, and cut cost of… 4. Features vs. Benefits vs. End Results By Karon Thackston If you've been in the copywriting realm for very long at all, you've heard the phrase "features vs. benefits." It's a fundamental copywriting principle and driving force behind much of what we, as copywriters, create. But there's also another aspect to this equation.What happens after customers buy your product or service? Once they've used what you have to offer, what will be different in their lives? What will the end results, of their bu… |