In the Dallas area papers, a famous and long-time sportswriter named Blackie Sherrod opened his column with this line. After the ellipse, he always through in a bittersweet, obscure or humorous name. So, today, I’m just scattershooting, wondering whatever happened to... Bud Grant.
A little bit for everyone today. Here is a marketing newsflash for all of you. The results are in and I believe that we have some pretty strong evidence that we need to redefine our expectations of direct mail.
Most people know that direct mail (when used for commercial products with established brands) can yield up to 2% return. Most small businesses misinterpret that into thinking if I mail 100 I will get two patients. No. A return is measured in someone showing interest, not necessarily buying when it comes to professional services.
Anyway, the direct mailers we have been doing for our clients have had strong web calls to action and many have tracking numbers where available. We also place tracking phone numbers on their web sites (in many cases). In the cases where all metrics are in place, we have seen a jump in calls that correspond with the direct mailers. Only, it is from the web site tracking numbers. Retainer clients, you may recognize this from your monthly meetings with me. In essence, the direct calls, plus the web hits and the jump in web calls shows that direct mail and web are a strong combination. The return ( in terms of interested parties) is high compared to an isolated direct mailer on its own.
So file that away for your next marketing meeting. Or ask me about our retainer program that includes managing a direct mail campaign for you.
On a sports note, Amy’s bracket blew out late when Memphis lost but I am coming up from the back of the pack.... I have all four teams in the Final Four and could end with some high value wins. I have Florida beating Ohio State in the final.... just for the irony of both major championship games turning out the same.
On a movie note, it is back to Blockbuster and Netflix for all you basketball fans. Why not treat yourself and get one of my favorite Woody Allen movies: Manhattan Murder Mystery. Or if you are so into basketball during the tournament that you can’t get enough... check out the recently released Glory Road for one of the best stories in sports history. It’s all true and the extras on the DVD are great. Enjoy.
