By: Paul Gillin If you’re like most direct marketers, you think your job is to find prospects and turn them into sales leads. But if you’re aiming your messages exclusively at buyers, you’re missing an opportunity to impact your company’s sales in broader ways as well as the chance to raise your own visibility as [...]
Continue reading…Archive for September, 2008
Get a Single Message to Customers
By: Lekan Oguntoyinbo As media channels fragment, so do the architects of the campaigns designed to utilize those channels. Where once companies allowed a lone agency to develop and execute a campaign across numerous media channels, a growing number of businesses are now using multiple agencies to cultivate various aspects of the same campaign. Take, [...]
Continue reading…Make It Easy for Customers to Get Information
By: Joseph Jaffe In my first book, Life After the 30-Second Spot, I spoke about one of the major flaws of television advertising — specifically brand- (or is it bland?) awareness advertising. I called this flaw “lag” or “gap” analysis. It works like this: It’s 9.25 p.m. You’re watching your favorite crime show on TV [...]
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