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Direct marketing is measurable and accountable. This means that for every dollar they spend on marketing, you can tell if you make money. In the current difficult economic climate, direct marketing should be the last thing cut. It is the only part of its overall marketing budget you can show that for every action there is a reaction – the reaction and increases the profits or losses. It's that simple.
Having reached a catalog for a company nonprofit. When I took the catalog, which was in a sad state of affairs. Two families with industry consultants had been engaged to repair, but at each position, the large response only got worse. As a last effort, my boss gave me the catalog and a huge pile folder on my desktop. "Here," he said. "Look what you can do with that."
It was the end of the year and as many People who work in retained earnings, my budget, and suddenly, mysteriously disappear and go POOF in the night of the last day of the year. As coach of Cinderella's pumpkin. Go to a pumpkin and the horses back to the mouse.
The first thing that the catalog is pretty ugly. Ugly rarely sold (unless Ugg or crocodiles, which I will never take my feet – always). The catalog is a book of original material black and white with long lists of boring words, not images.
When is an internal group of graphic designers on the company, which has transformed from a vertical orientation horizontally, added a cover color and plenty of pictures of domestic products, and update the copy. Re-evaluation of books, add an index so that customers can find topics of interest and code enforcement and response mechanisms could follow me to the customer segment responded very favorably. The little money he could squeeze began marketing budget to increase the draw, the game would be our new catalog better than the last.
The results were astonishing. We rolled past the financial target until where he won five times original response rate!
When I went to present the findings to the President and Vice-Presidents had all my spreadsheets with all the financial details that I could just pick it up. I took samples of the catalog. I started going on numbers. I was surprised when the CEO said: "I think we should cancel the catalog. It costs us $ 100,000 to print! "
"But we made $ 500,000 in profits!"
"We will be on the Internet. "
"On the Internet … but [clients in this area] told us they prefer printed catalogs.
He insisted it must end with the catalog, the vice while all nodded.
Except my boss, the vice president of sales.
Gradually, my boss took out his wallet. The returned. The CEO looked. My boss smiled on the table. "Do you have a dollar?" Obviously uncomfortable Now, the CEO opened his wallet and put a dollar bill on the table my patron. Now, I was bored. What was, rupture of diet cola? My boss was running to the candy machine, now that the meeting had ended? I left plan to defend a catalog that has been profitable?
My boss took the dollar. With a smile, pulled out a five dollar bill from her purse and pushed around the table to the CEO.
"That, my boss said the director general astonishment," is what Jeanne Catalog for this company. For every dollar we spend, we do five back. Do you still want to leave him?
I heard the catalog has lasted ten years after date, but I'm not sure. What I know is this, direct marketing is the language of numbers. But sometimes, numbers alone are not enough. The numbers tell a story, but sometimes you need to illustrate the story quickly and clearly.
The math may be the instrument of reality but the story is as old as the hills. And everyone loves a good story.
The next time you have the numbers, I challenge you to be Creative – not with numbers, but they illustrate how!
After a successful 20 year career as a marketing executive, Jeanne Grunert traded in the glamour of New York City and perks like a Starbucks on every corner for a 17 acre farm in Virginia and a return to her roots as a writer and marketing consultant. Her company, Seven Oaks Consulting, offers direct and online marketing services as well as sparkling, unique writing for the online world. Jeanne holds a Master of Science (with distinction) in Direct and Online Marketing from New York University, a Master of Art in Writing, and is the recipient of numerous academic and business awards. She is the author of numerous books, including her latest E Book, “What is Direct Marketing”, available from Lulu: http://www.lulu.com/content/e-book/what-is-direct-marketing/7701388
For more information about Jeanne, her writing, coaching and marketing services, please visit http://www.sevenoaksconsulting.com
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