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Eric Cosway

About Eric Cosway

Eric brings 20+ years of marketing experience to his position as CMO, where he oversees sales management and marketing communications, corporate positioning and messaging, advertising and promotions, and channel sales and marketing. He’s also a member of the Marketing Executives Networking Group, Austin Technology Council and Certified Management Consultants.

A Senior Moment: Snail Mail from GOP

Posted by Eric Cosway on December 1st, 2008 | Leave a Comment

According to the LA Times, “experts say Republicans tend to be older than Democrats and prefer direct mail over e-mail.” The average age of Republican delegates is 54 (same as Democratic delegates) and as a 40… eh hem… something year-old, I must admit I prefer direct mail as well. While age might be a small factor, they can’t lump all of us into one “older” category. Obama’s campaign has been using more money on Internet-related costs and I have been impressed by his efforts too.

Some may think it’s out-dated to be attracted to snail mail but according to the Direct Marketing Association (DMA), “close to 33% of consumers go online to respond to direct mail” they previously received. So by using direct mail, the RNC is able to differentiate non-responders allowing them to more precisely determine who may need extra impressions before they’ll take action (and vote!).

Think about every time you walk out to your mail box how exciting it is to see your name proudly posted on a letter from a friend. Why should we be any less excited to receive “20% off your next purchase of your favorite ice cream” on a direct mailer? My children often remind me of the importance of email, though; every time I receive an update from their teachers I realize the importance of instantaneous information.

So call me old-fashioned, but tonight when you open your mail box to find personalized coupons and an update on Uncle John’s hip surgery, ask yourself, “Do I prefer direct mail or e-mail?”

What do you think?

Visual Data Mapping a Hit at 2008 REALTORS Conference

Posted by Eric Cosway on November 17th, 2008 | 1 Response

I just recently got back from sunny Orlando (actually it wasn’t sunny at all) for the 2008 REALTORS® Conference & Expo hosted by the National Association of REALTORS (NAR), and the show was quite successful. I must admit though, the highlight of this conference (in my somewhat biased opinion) was QuantumDigital ’s debut of its “perfect prospects finder,” MapMail℠.

A few real estate agents were socializing at our booth when we started talking about this darned economy. We’re living in a time when each dollar counts, and this new tool helps real estate agents effectively target specific prospects with advanced demographic options – no more “spray and pray.” During this “downturn”, agents are doing everything they can to stay in the business. Their marketing budgets are dwindling so they have to be as efficient as possible with what they have.

After a demo of MapMail the agents all agreed that not only is it efficient but it’s extremely user friendly. Users can actually see where prospects are located within the designated mailing area with the Google Maps™ tool. Check out a demo and give me your feedback. We think this is changing the way agents view the process of direct marketing, what do you think?