« Rethinking Your Messaging… Even for Cheese. | Home | Anything You Can Do, I Can Do Better…Including Marketing »
The Direct Marketing Voice Links: 12-15-2008
By admin | December 15, 2008
The Direct Marketing Voice: Rethinking Your Messaging… Even for Cheese.
Kraft’s Mary Beth West recently wrote an AdAge article about strategies for selling within a recession. (Unfortunately, an AdAge subscription is required to view the entire article, so for a free glimpse, view the YouTube summary.) The top takeaway that rang true was an emphasis on value. Kraft adjusted the way they positioned Kraft Singles by “talking about it in terms of pocket change as well as it making a great grill cheese sandwich.” They did not remove the quality positioning statement, but subjugated it to the idea of value to the consumer.
Precision Marketing: Entire Debates Meaning of DM
Direct marketing agency Entire is sparking an online debate about the definition of direct marketing as boundaries between direct, digital and advertising become blurred.
BusinessStrata: Consumers ‘put off by websites that suffer from ad clutter’
A new study has suggested that mobile internet is growing in popularity… In research which highlights the importance of ensuring email marketing can render on phones or PDAs, comScore found that 25 per cent of the UK population now access the web over their mobile connections.
The Ballantine Blog: Direct Mail Outer Envelope Tweaks & Test Ideas
We wrote a post recently that gave some test ideas for outer envelope variations, and we thought it would be good to follow this up with a video giving visual examples.We mention about a dozen tweaks in the video so I think you’ll find it very helpful.