The recession is over. That’s right, I said it. Whether you agree, of course, is up to you and the economic indicators you trust. But I’m hardly alone in my declaration. From news journals on Wall Street and politicians in Washington, D.C., to websites dedicated to high finance, sightings of economic “green shoots” have abounded, [...]
Continue reading…Archive for August, 2009
Mail, Partnerships Increase Nonprofit’s Donations
In a tight economy, donor dollars tend to shrink and, like private sector companies, many nonprofit organizations adjust by cutting marketing costs. But with lives potentially riding on their efforts, marketers at Susan G. Komen for the Cure — the organization dedicated to ending breast cancer — can never afford to simply cut back. So, [...]
Continue reading…Stop Sabotaging Your Marketing
Sometimes intuition serves us well. When it warns us to step away from a snake making a rattling sound, to keep our distance from the edge of a cliff, or not to eat something that smells rotten, I have to concede its value. But experiencing too many right intuitive hunches in a row has its [...]
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If Everything Was This Easy
This direct mail piece introduced to the laboratory segment a new product that featured unparalleled ease of use and trademarked One Click functionality. The campaign, a follow-on to a previous product launch, used subtle humor to create awareness. Titled “One Click Wonders,” the mailer was sent in a silver glamour envelope with the cover phrase “What if everything was this easy?” Playful illustrations demonstrated life’s daily tasks performed with One Click functionality — filling your gas tank, feeding your dog, building your body and, of course, performing complex lab tests — and created instant buzz and product awareness.
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