Keep the Faith
Direct mailers able to survive the recession can emerge as stronger and smarter companies
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The solution is to take a completely fresh look at what constitutes “value” in the mind of the person receiving direct mail. To name just one possible dimension for defining value, some consumers may simply be looking for the best deal available on a particular product, regardless of brand. Others may be more open to entering into a longer-term relationship with a business, counting on loyalty rewards and other perks to create overall value in the long run. Mailers must monitor these perceptions constantly, because the ones who get it right more often than their competitors will be best positioned to capitalize on the inevitable economic rebound.
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Murray D. Martin
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