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2016

Screen shot of Dove Direct Twitter Poll

This week @DoveDirect would like to get your feedback.  We want to know what you think about attending our Open House.  We have posted a poll on our Twitter Page and would really appreciate your feedback.  It’s a simple poll and won’t take more than 30 seconds to respond.  Your response will help us understand whether or not you would attend an Open House that combines direct mail with digital.  

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A laptop computer and code imitating from the device

The Muscle Behind the Marketing, Part 2

Dove Direct Weekly Highlights, The Muscle Behind the Marketing, Part 2, continues by looking at how and where to find customers.  If you want a consistent flow of customers you have to look at the bigger picture and ask yourself, who can and should be my target.  By understanding the complete value chain, your answers could be entirely different, depending on your industry.  Some of the common denominators that we have found from working with organizations of all sizes, from startups to Fortune 500s, as well as, growing and declining industries, can give us insight about prospects.

First, buyers, always have multiple levers, however, today’s target buyers are sensitive to three common purchasing decisions, while factoring in levers that have little to do with the offering.  Besides, Price, quality and availability, the seller must consider reachability, geography, and relationships.  

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 US Map - The Muscle Behind the Marketing - 2016 Presidential Campaign

The front runner will always have competition.  Someone will always want to move to the head of the line.  To become the front runner you must be able to articulate why your offering would be better than the current front runner.  Everyone who wants to compete must be able to state why they are different and that differentiation must mean something to the buyer.  

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Posted by on in Strategy
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A globe with individuals standing on it in space

We know that digital and mobile in particular are getting the majority of marketing’s attention, however, brands looking to differentiate themselves with customers will invest in individualized, customized messaging and content across platforms and routes to market.  By increasing the number of channels with one-to-one personalized messaging, organizations can maximize engagement, while boosting profits and results. 

Of course, big brands have known this all along, which explains why they have massive amounts of data that they can pull from to optimize customer communications.  This has changed in 2016.  Small and medium sized organizations are beginning to recognize the benefits of loyalty strategies and one-to-one engagement to boost profits and retain customers.  This one-to-one strategy will increasingly be the way consumers demonstrate their preferences across multiple spectrums from politics to automobile purchasing. 

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