For Shanley, he remarked, "getting a good targeted prospect list is always a challenge."
Doehler did have some realistic advice for those interested into getting into the PURL game.
"Direct marketing is a tough game (especially for the uninitiated), and using PURLs does not make it that much easier," Doehler pointed out. "The basic components of successful campaigns have not changed. [They are] a good (if not great) target list, a compelling offer and attractive creative. As such, the PURL should be thought of as merely another means by which a person might respond to the marketer. It provides the type of immediate gratification that a toll-free number (vs. a Business-Reply Card) does, and can attract respondents who might not be quite ready for a live interaction. From the marketer's perspective, the ability to capture data and trigger follow-up and fulfillment activities automatically provides enormous benefits."
- Companies:
- Labels West
- People:
- Bill Doehler
- John Shanley