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Manufacturers urged distributors to attend large trade shows—such as DMA, MailComm, GraphExpo and On Demand—and to use the Internet to find analysts' reports on direct mail, direct marketing and postal regulations.
They also recommended being a guinea pig. Distributors should examine their customer databases, clean them up, send out simple postcard mailings and measure the results of different messages, personalization and targeting. That gives them experience and a story to tell.
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- Companies:
- FormStore
- Ward/Kraft
- People:
- Lindsay Gray
- Paul Edwards
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