Direct Marketing Tag

Taking cues from nature to give marketing a boost

Continuing along the “green” path established in our previous post, Tapping into Conscious Consumerism?,  we’ve been looking into the ways in which the natural world influences marketing.   Engineers have long been exploring biomimicry to advance technology and develop new products. Velcro is one of the earliest examples. It was created when a Swiss electrical engineer looked into how seeds clung to his clothing and his dog when he walked in the woods. More recently, scientists have been researching mother nature’s DNA molecules as an incredibly compact and stable source of massive data storage.   In the marketing world, we have been tapping nature, often unknowingly, through rules that have developed over time. Of course, there’s always room to learn more…   We are all flower children Humans are not unlike bees and butterflies when it comes to bright colors. The plants apparently know this, using yellows, blues, pinks, and purples to stand out from the background...

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Overcoming bad press: college marketers vs. student debt crisis

In our previous posts, we learned how college marketers are applying marketing solutions to the problems of a declining customer base and poor retention rates. An undercurrent that has propelled both of the problems is the issue of student debt.   Search “student debt crisis” and you’ll find four years of headlines such as “Student Debt Is Dragging Down an Entire Generation”. It’s no wonder that Gen Z is cautious about the cost of college. Their paranoia of debt is compounded by the fact that they have witnessed friends and family lose jobs and homes during the 2008 recession.   Is rebranding or a brand refresh the solution?   When you have an image problem, damage control may include a total rebranding. Take Pennsylvania’s original Beaver College for example. After years of bad jokes and declining applications, they put an end to the ridicule back in 2000 when they rebranded as Arcadia University. By 2005, applications...

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Higher education is desperate to lure more of Gen Z. How will they succeed?

In our next few blog posts, we’ll explore a score of challenges faced by colleges and universities across the U.S. and how marketing is part of the solution. Our goal is to gain some inspiration and insight that’s applicable to any business with seemingly unsurmountable changes looming in their marketing sphere.   While industries that require higher education are growing rapidly (think healthcare and technology) it’s ironic that colleges are suffering from a steady decline in enrollment. Experts point to many factors including a strong job market that’s luring people away from higher education. Then there’s the larger issue of a declining birthrate which means fewer high school graduates from which to recruit today and in the years ahead.   So, what are colleges doing about it?   In order to recruit more of Gen Z, which encompasses the next 14 years of high school graduates, savvy college marketing departments are capitalizing on tactics that can...

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BRING IT ON!

Embrace 2019 with Marketing Savvy. What will the new year bring us? That depends on what we bring to the new year. Looking back on 2018 as a 365-day learning experience, we have plenty of marketing knowledge to carry us forward. Consider these five facts as you finalize your 2019 marketing strategy.   Direct mail delivers:  In 2018, we saw an increased demand for oversized and dimensional mailers among our B2B clients. Smart marketers continue to invest in direct mail because the ROI is strong thanks to campaigns that are increasingly data-driven and micro-targeted. In addition, digital marketing overload has made direct mail more personal, novel and interesting, especially among Gen-Y audiences.   Video views are rising: This is a trend that shows no sign of slowing down. Adding video to a website or landing page keeps visitors engaged with your site longer which leads to two important outcomes – better connections with your audience...

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What Brand delivers the best Customer Experience?

THE ONE BRAND CONSUMERS RECALL FOR HAVING PROVIDED A GREAT CUSTOMER EXPERIENCE? Companies that offer a great customer experience (CX) are remembered for many years and rewarded with repeat business. Brands that fail to deliver great experiences are also remembered for years, but they are walking away from repeat sales. Why does this matter and why should brands care? Phoenix MI and its strategic marketing communications partner Direct Choice, Inc. recently uncovered powerful evidence that consumer memory of highly positive (and negative) brand interactions does not fade over time. Consumers looking to repeat a purchase will quickly recall positive experiences creating a short-list of where to go. For brands lucky enough to be on that list, they will be paid back again and again for their customer experience optimization. WHICH BRAND HAS CREATED THE BEST CUSTOMER EXPERIENCE? According to our co-sponsored survey, all four generational segments mentioned Amazon most often as their go-to brand for a great overall purchase...

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Spotlight on Patricia Uhrich, Marketing Manager

How long have you been with DCI? Patti: I've been with DCI for almost 2 years. Prior to this, all of my experience has been on the client side. It seems most people tend to move in the other direction (agency to client side). What attracted you to the agency life? Patti: I like the fact that I have opportunities to work with clients from a cross-section of industries with a variety of goals and campaigns. I also enjoy DCI because I’m able to work with a more tight-knit group in a less corporate environment. It’s challenging yet more enjoyable and relaxed at the same time. As trendy and current as you have to be in the marketing world, I hear that you enjoy kicking back with a classic movie when you’re at home, right? Patti: Within the past few years, I've become a Turner Classic Movies nerd. I probably watch at least 2 old...

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