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Mining for Gold in Your House File


By Allegra Carling

Mining for Gold in Your House File

Today’s savvy marketers can’t afford to waste time or money reaching out to prospects that have little chance of becoming buyers. Even if you have a pretty good idea of who your best customers are, can you define them in terms that will help you find the next “like kind” business or consumer? Your company’s…


Goodwill is Good for Business


By Allegra Carling

Sponsorships, donations, pro bono services, discounts and volunteering. These are just a few of the ways through which small and mid-sized business owners can begin to build a profile as a good neighbor in the community. Your customers will love you for it, too. A recent Cone Communications study says nearly nine out of 10…


Direct Mail Gets Our Stamp of Approval


By Allegra Carling

Direct Mail Gets Our Stamp of Approval

Direct mail is not only highly targetable but also readily personalized with names, images and messages. With special inks and textures, and enhancements like die-cuts and folds, the variety of shapes and sizes are all attention-getting . . . and drive interaction and impact. Here are six reasons why direct mail gets our stamp of…


Event Marketing Before, During and After


By Allegra Carling

Event Marketing Before, During and After

Seasoned event marketers know the many advantages of participating in conferences or staging their own special events to reach their top goals: increase brand awareness, improve product knowledge through hands-on demonstrations and drive more sales. If that isn’t incentive enough for you to consider events as part of your marketing mix, add one more: competitive…


Direct Plus Digital: The Anatomy of a Landing Page


By Allegra Carling

Direct Plus Digital: The Anatomy of a Landing Page

An effective online response mechanism is a must-have for every direct marketing campaign. According to the Direct Marketing Association, two out of five prefer to respond online to a direct mail offer. (Others may like to reply by mail or phone, so always provide options.) Enter the landing page which is quite literally, where your…