Dear Customer… do letters work?

In a post-Post world, is the Letter dead? The number of letters sent each year is in decline, and when it comes to writing personal letters, some would say terminal decline. When did you last write to a relative or close friend? So, based on that, would it be fair to say that the letter…

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Direct off-line is key to reaching older customers

Reaching older customers still demands off-line direct marketing Online is the future – but some keen, regular customers prefer not to use it – and they are over 65! A recent survey by the Office of National Statistics reported that ‘Regular internet use continues to rise, with more than 8 in 10 people going online…

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Are you a Maximiser or a Satisficer?

Two ‘new’ types of customers have come to the attention of marketing thinkers recently : Maximisers and Satisficers! But what are they and what does it mean for Direct Marketing? Maximisers are inherently more active, more driven to explore every possible criteria. They think they will ultimately end up with better purchase choices. However, all…

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Jam and the rise of Choice Paralysis?

If you diagnose your customer with Choice Paralysis, the prescription might mean giving them less not more? In a now famous marketing study, researchers set up two displays of jams in a gourmet food shop. Customers were invited to try samples, and were given a money-off coupon if they bought a jar. On one display…

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Small but Mighty: Celebrating Personal Business Milestones

Small but Mighty: Celebrating Personal Business Milestones At the beginning of 2015 there were a record 5.4 million private sector businesses in the UK, 99.3 % of which were small businesses. Incredibly, these small businesses account for more than 60% of all private sector employment in Great Britain. So you won’t be surprised to hear…

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THE FATTORINIS: a story of the northern catalogue empire

We’ve all been guilty of taking the occasional family argument a little far, but few of us have started a multi-million pound empire off the back of one. It was 1912 and after a drastic falling out with his cousin, Enrico Fattorini decided the time was right to go it alone and create his own…

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‘Old is the new black’ : the rise of the real fashion blog

‘Old is the new black’: the rise of the real fashion blog In a 2012 Nielson survey, the Baby Boomer Generation were accredited for 49% of purchases in America, yet currently only 5% of advertising is directed towards them (Sauers 4). So what’s going on? Why is this demographic being so consistently ignored by advertisers…

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