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Direct Marketing Tag

Gianfagna Strategic Marketing / Posts tagged "Direct Marketing" (Page 6)

Old Trade Show Leads? Re-Qualify Them or Toss Them

If you’re a business-to-business marketer who uses trade shows to get leads for new business, you probably send direct mail and email marketing to prospects after the show to convert prospects to customers. Lead generation via trade shows can be an important part of a smart marketing strategy, but if leads aren’t well qualified at the outset – and frequently re-qualified if they stay on your prospect database over time – your post-show direct mail and email campaigns could be a waste of your marketing resources. Here’s a case study in...

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Why Direct Marketing Campaigns Fail: 7 Common Mistakes

Direct marketing can be one of the most powerful elements of a smart marketing strategy, especially if you need to generate leads for a field sales force. But strategic errors can doom your direct marketing campaign to failure. Here are seven common mistakes in direct marketing strategy and ways to avoid them....

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When Bad Marketing Happens to Good Customers

Loyal customers are a marketer’s best source of new sales and referrals. That’s why smart marketers treat their best customers like gold, and why earning customer loyalty is the goal of every smart marketing strategy. Except at Toyota. Their recent direct mail campaign to a loyal Toyota customer broke many of the rules of effective direct marketing and harmed a 25-year customer relationship. Here's why this campaign failed and what Toyota should have done instead. ...

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How to Avoid the 7 Deadly Sins of Direct Marketing Lead Generation

If your sales team often complains about the leads they receive from your direct marketing campaigns – or if you’re frustrated with lackluster lead follow-up and low conversion rates – you may be unwittingly committing one of the seven deadly sins of direct marketing lead generation. Here are the common mistakes business-to-business marketers make with direct marketing lead generation and tips on how to avoid them. ...

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