Gray noted that even non-profits, schools and churches with little money to spend will often concentrate scarce resources on direct mail fundraising appeals. Mailings may not even be sales-oriented, but internal, such as an annual benefits package mailing to employees.
Businesses with branches or franchises across many states may want consistent marketing messages, but with local content. A menu of postcard elements—graphics and copy—can be placed on the home office internal Web site for local managers to choose from, Gray explained. Those elements, merged with an uploaded database from the local branch, are then sent automatically to an approved vendor. "You take what is a real pain in the rear and make it easy and measurable," Gray said. "There's great potential for this kind of sale. Think like a tactical general, not a foot soldier."
- Companies:
- FormStore
- Ward/Kraft
- People:
- Lindsay Gray
- Paul Edwards