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With direct mail … optimized each element in the package
On 06, Jul 2005 | In Direct / Database Marketing, Uncategorized | By Marcia K
While there are lots of different form factors used in direct marketing, a letter inserted in a #10-window envelope remains the single most common format. This type of package can be broken down into 7 distinct surfaces. Here are some simple guidelines on how to make the most of each and every surface. 1. Outer envelope: front (address) side Benefit-oriented copy and visuals that entice me to open the package. Make sure this is a “quick read.” 2. Outer envelope: back (flap) side People have to turn over your mailing in order to open it. Keep the copy and visuals on the flap side simple and be repetitive on purpose. The point is not to …
Multi-tasking morphs minds
On 06, Jul 2005 | In Uncategorized | By Marcia K
Marketers are obsessed with reaching the youth market, since young people have a lot of buying power by themselves and also because they influence what older people buy in today’s youth-obsessed society. Which made my me sit up and take notice when I learned that the brains of teenagers born in 1982 and after—millennials, as they’re dubbed by economist/historian Neil Howe— are being “wired differently,” thanks to their 24/7 multitasking habits that rotate an array of gadgets such as cell phones, music players, computers and personal organizers. “People’s brains are different based on their experiences,” says Alan Fiske, director of UCLA’s Center for Culture, Brain and Development. In fact, teens’ love affair with technology has …
