Author Archives: dpoulos
Brand Strength Assessment Tools You Can Use Now
Senior management at most successful businesses have realized that their brand, and the characteristics it represents, is one of the most valuable assets they own. If used properly, a powerful brand can propel a business’s profitability for years to come, … Continue reading
10 Things You Can Do To Boost Attendance at Your Next Conference
Everybody likes something for nothing, but most business people have become spoiled by attending meetings and conferences on the company’s dime. Well, based on current economic conditions, some of your members’ companies may have precious few dimes to spare for … Continue reading
Get Top Results When You Crank Up the “Direct” in Your Direct Mail
By its very nature, direct mail promotions are designed to be one-to-one communication vehicles. As marketers, we are all aware of this in the back of our minds, but in practice, sometimes the “direct” portion drops off the map, and … Continue reading
Dimensional Mail Most Effective Direct Response Strategy for B-to-B Sales – Part 1
Want to boost response in your B-to-B mailings? Need to break into new markets, find a new application for an existing product to a new audience? Need to reach out to hard-to-get-at executives and get their attention? Need to increase … Continue reading
Branding Efforts Drive Sales When Combined with Direct Response
The term “Branding” has been in use in American marketing vernacular since the 1800s, first being used for cattle in the west to identify members of the herd belonging to a single owner, but branching out to consumer goods shortly … Continue reading
Brand Effectiveness is Key to Membership Growth
The visibility, awareness and effectiveness of your organization’s brand directly impact your ability to recruit and retain members. If your organization isn’t the first thing member prospects think of when they turn to industry issues, there’s work to be done. … Continue reading
Brand Effectiveness Key to Membership Growth – Part 2
In Part One, we discussed using in-depth member survey work to boost the visibility, awareness and effectiveness of your organization’s brand, and how it can directly impact your ability to recruit and retain members. If your organization isn’t the first … Continue reading
Basics Prevail When It Comes to Direct Mail (Part 1)
Despite postal increases, paper price increases, regulations tightening for security and machineability reasons, direct mail is still the most effective way to reach a defined large scale audience, build sales and brand awareness, and move units. It is direct, it’s … Continue reading
Research Data Drives Effective Creative Strategy
It’s that time again . . . time to get the ball rolling on your new membership recruitment campaign, or your seasonal ad campaign, or your annual meeting promotion. You need an idea, a direction, an inspiration to guide your … Continue reading
Let Customer’s Imagination Flow for Effective Research
If you want to boost sales, increase membership, enhance volunteer participation, increase market share or find new profit niches, the best methods start with knowing your target audience. One of the most effective ways to do that is to listen … Continue reading