I’m sure anyone who has tried to figure out the best strategy/tactic to use in direct mail has left in frustration.
An interesting side story on the London Olympics (Games of the XXX Olympiad) is the power of brand sponsorships and the battle against ambush marketing. Olympic organizers have hired about 250 “brand police” to patrol the London streets to make sure brands that are not official sponsors of the Olympics are not presenting themselves in ways that mislead the public to believe that they are. The organizers raised more than $1 billion from official sponsorships. Given that amount of money, it only makes sense that some resources would be committed to minimizing ambush marketing, which had been significant at several previous Olympic games.
Our research over the past twelve years has shown that brands whose values align with their customers’ values have much stronger brand equity as measured by brand preference, loyalty and emotional connection. I recently read Jim Stengel’s book, Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies. He has come to a similar conclusion after researching 50,000 brands in conjunction with Millward Brown Optimor.
In 2000 a research study was conducted to determine the demographic and employment status of women in the Graphic Communication industry.
In 2011 the research surrounding this study was revisited in an effort to determine if there were any significant trend changes over this eleven year span.
You have heard the saying “Desperate times require desperate measures.” Unfortunately, there is no better, or worse, time than the present to do all you can to improve your direct mail response rates. With the economic climate declining as it has in the last few years, everything in its wake gets affected. From gas to travel, to luxury items and everyday necessities, people have a hard time making ends meet.
I recently had an opportunity to meet Kevin Harrington at the EO (Entrepreneurs’ Organization) meeting in Buffalo. In 1984, Mr. Harrington produced one of the industry’s first 30 minute infomercials. Since then, he has helped produce over 500 product launches with over $4 Billion in global sales. Mr. Harrington was also selected as an inventor “Shark” on the ABC television series the Shark Tank.
As a branding consultant, I am the beneficiary of branding being a high profile area of focus for organizations. We have been invited into hundreds of organizations to help them improve their brand awareness, positioning and perceptions. However, perhaps one out of every five times we are contacted, the primary problem is not a branding problem. Organizations often try to solve other problems with a new name, logo, tagline, “elevator speech,” or brand marketing campaign when the problem really lies elsewhere.