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After the online event, Project Peacock: Postal, I sent a survey to the buyers that were in attendance to find out what was most important to them regarding direct mail.  Here is the response from the 18 print buyer respondents from brands, agencies, and publishers: Targeted messaging is critical to our overall direct mail campaign strategy  We need to incorporate QR codes into our direct mail marketing We must be able to track, measure, and report results We need our print and paper vendors to bring us new ideas  Overall, it’s good news if you have digital printing equipment and can provide some digital media support yourselves, or with partners. If you can’t do either of those, now is the time to gear up and get in the game. Here are a few tips: Direct Mail Targeted Messaging: Target messaging is about customization. Brands want to communicate to in a personal way to hyper-targeted groups, but they don’t necessarily want to personalize. “Dear Deborah” on my mailing isn’t driving …

The March E-Newsletter  provides more insight into thINK Ahead 2022, highlights access to media resources on thINKForum, and reminds members to register for the upcoming thINK Academy LIVE classes. …

You have the right mindset and you’ve created a great personal brand on LinkedIn. Now what? Is it time to start selling? No! Why? Well, let me ask you another question. Would you run up to a prospect at a trade show and throw your business card in their face? No! (Well, at least I hope not!) But unfortunately, that’s how people use LinkedIn.  So how can you create real relationships on LinkedIn? Keep reading for t he exact methodology and cadence you can use to find, engage and connect with your ideal prospects.   First steps first – consider the omni-channel approach.   Omnichannel Prospecting What is omnichannel prospecting?  Omnichannel means using every sales strategy, every tool and every channel to engage and connect with prospects. Why? Because buyers respond to sales outreach on different mediums differently. One buyer might prefer you to send text messages, another a phone call and the other prefers engagement on social media. In all cases, the goal is to turn every online …

Running a small business can be a large challenge, and small business owners are faced with a multitude of decisions that have significant impact on themselves, their company, and their employees. Helping employees plan and provide for their future is perhaps one of the most top-of-mind challenges in today’s economic climate, and Austin, Texas-based firm Guideline is dedicated to helping small businesses create and manage their employees’ 401k plans.  In order to reach a larger, more captive audience base for their portfolio of financial plans, Guideline identified an A/B direct mail campaign as an effective way to not only broaden their reach, but also secure a better understanding of their target audience and the messaging that is most impactful to said audience.  These direct mail pieces needed to be visually engaging, easy to produce, and provide concrete data and reporting as to which variation of the mailer achieved the most success.  To help execute this complex sequence of …