From time to time I’m asked, “if my exhibiting firm sends postcards to show attendees to promote our booth, what return on investment (ROI) should I expect?” Like many things, questions seem to come in streaks and this past week … Continued
Since you are reading this post, you certainly know know that exhibiting at tradeshows takes significant time and resources. For many firms, it is the most important and most expensive line item in their market budgets. Regardless of budget size, … Continued
Every direct marketing campaign is an opportunity to test and learn – and then apply what you have learned to make the next campaign even better. For planning direct mail campaigns, I follow these steps. Step 1, ID. Identify goalsStep … Continued
The United States Postal Services (USPS) offers a wide variety of postage rates to meet a wide range of mail characteristics and delivery options. This blog article discusses the Presort Standard and Presort First Class postage rates used for the … Continued
Timing is an important part of every direct marketing effort. However, it is also not prone to a sweeping generalization. Certainly it makes sense for your message to reach your audience at the right time to influence their actions – … Continued