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Leland Hicks

Leland Hicks

Leland Hicks is the CTO of MatterMax Media, a digital marketing agency that provides business strategy, web design, social media management and training.  He can be reached at lahicks@mattermaxmedia.com


Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Boost Your Customer Experience with Print,” encapsulates the relationship between digital and print marketing.  Most brands and marketers have taken the plunge in recent years to add print marketing to the mix primarily to enhance and grow their digital engagements and response rates.  To that end, the numbers are relatively consistent in that print does elevate the effectiveness of a digital marketing campaign.

We have always been of the mindset that unified marketing builds brands.  However, when we dig deeper into the marriage between print and digital, merely having a direct mail piece to accompany a digital marketing effort may not be enough to push the purchase needle.  The art of repurposing content in a marketing campaign is an excellent place to start.

Hits: 52


Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Does Your Brand Recall Exceed 1%?” examines how brand recall can affect your business presentations, marketing initiatives, and advertising strategies. The business dictionary defines brand recall as, “A qualitative measure of how well a brand name is connected with a product type or class of products by consumers. Often tested through surveys or interviews, brand recall is measured by asking participants questions such as "name as many car models as possible" or "can you explain what a Kleenex is?” We contend that the business dictionary’s definition of brand recall is a general overview.  This view differs somewhat from a brand manager viewpoint.  

Brand managers typically define brand recall as playing a critical role in persuading customers to remain loyal with your brand, including purchasing your brand on a regal basis. Some brand managers also suggest that brand recall occurs when consumers buy a particular product or service, consume it, continue to hold the brand in high value, and would purchase again from that same brand; thus translating that a positive brand experience tends to spark repeat consumer purchases.

Unaided versus Aided Brand Recall

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “2019 Changes In The Media Landscape,” reviews how media is evolving and what the ramifications of these changes mean. In this flurried, nano-second march towards commanding the digital hierarchy, iconic brands, marketing gurus and start-up organizations, continue to grapple with a degree of uncertainty.  Organizations are striving to ascend the proverbial digital ridge of enlightenment, albeit with the intent of rendering their competitors irrelevant, while battling it out on the media landscape which is undergoing a seismic shift, if not an outright quake.

One thing is for sure, based on last year’s media changes, 2019 will offer us a winding road of twists and turns throughout the media world.  Brands and marketers opt to acquire clipboards and cameras to create branded storylines, while the titans of industry gobble up smaller companies to gain dominance, while employees are sent out to pasture.

Hits: 175


Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “The Benefits of Intelligent Mail™ Barcodes,” serves as a reminder for marketers, both small and large, that corporate, enterprise-level mailing initiatives can reduce costs with Intelligent Mail™ Barcoding (aka IMB™). IMB™ also benefits the USPS® by lowering labor costs, while simultaneously streamlining several processes the USPS® uses to deliver marketing collateral and packages.

Before IMB™, the USPS® PostNet™ barcode captured the zip code, zip+4 code, and the delivery code.  The new IMB™ standard provides a host of unique benefits that are worth the review.  IMb™ helps the USPS®, as well as, marketers, sales, customer service, collections, finance, risk management, and government track and trace mail pieces.

Hits: 123