Experienced direct marketers know that an effective way to optimize their offers is to give away premiums as incentives to buy. Subscribe to this or that magazine and take delivery of a calculator or compact disc, compliments of the publisher. Give to such and such nonprofit organization and receive a free umbrella or tote bag. [...]
Some 20,000 people ran the Boston Marathon just a few days ago (I was one of them, plodding my way along the legendary, 26.2 mile course – all the way from Hopkinton to Boston – in a painful, interminable 4:24:51), but only 26 of them had been selected to tell their stories prior to the [...]
With only a few days to go before the 109th Boston Marathon, it’s a good time for me to follow up on the four-part, 2,637-word article I posted here in A Fine Kettle of Fish a couple of months ago on my experiences running this legendary race for charity. If you read my original piece, [...]
Despite all the attention being paid by marketers today to exciting, newfangled online channels and strategies, traditional direct mail is very much alive and well and more effective than ever in reaching individual customers and prospects. That appears to be the premise – which, as much as I’m enamored with the Internet, I certainly couldn’t [...]
