Title: Institute of Fundraising Scottish Conference
Location: Hilton Glasgow, 1 William Street, Glasgow
Link out: Click here
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Wednesday,
September
1st,
2010
Tuesday,
August
31st,
2010
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Direct mail made its name several decades ago by being THE accountable medium.
In those days, everything was tested – pack, list variables, proposition, copy, artwork – to avoid nasty surprises and maximise return on investment.
But until internet testing was perfected, most direct mailers could no longer live up to the accountability claim, because testing had become too expensive and too slow to keep up with a world where things happened fast and instant gratification had become the norm.
Traditional direct mail testing against a control cell takes four to six months from concept to analysis; and costs £25,000 to £40,000 per pack (including artwork, data, print and post). Only companies with big budgets can afford to regularly test in this way.
The rest used to rely on “gut instinct” – until now, because internet research can test several concepts simultaneously – competing packs, envelopes, copy, artwork and lists – and costs less than a single focus group. So even the smallest DM department can afford to test as many variables as it wants and have answers within days.
Direct mail provides the muscle to drive home a message. The internet can act as the brain to enhance the impact of DM’s fist by ensuring it carries the right message.
To learn more about 360degree testing visit http://www.fastmap.com/360DirectMarketing.html
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Categories : blog
Tags : Direct Mail
Wednesday,
August
25th,
2010
ONEPOST are proud to sponsor this DMA / IPIA conference
Title: Innovations in direct marketing and print
Location: NEC Birmingham
Link out: Click here
Description: With more channels to market than ever before, it’s essential that you are up-to-date, using the latest techniques and prepared for the future. Which means that innovation is more important than ever.
Innovations being showcased will include 3-dimensional print, the use of scent and texture in direct mail, the next generation of website avatars and insight into consumer responses to products – not to mention how companies are using modern scientific research technologies to make their communications more compelling than ever. There will also be an opportunity for debate and discussion with lunch provided and free admission into Print for Business ‘Live’ exhibition which runs alongside the conference.
Start Time: 10.00
End Time: 15.30
- Image via Wikipedia
Stamps celebrating 10 years of London Eye in the capital have been released by Royal Mail.
More than 38 million visitors have enjoyed panoramic views of the capital since the London Eye went up on the South Bank in 2000
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Categories : blog
Tags : Royal Mail
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- Institute of Fundraising Scottish Conference – 26th October 2010
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