Testing is one of the most important aspects of any direct marketing campaign. In fact, if you are not testing then you are NOT in the business of direct marketing. But if you don’t know what you should be testing, or perhaps you don’t understand the real benefits involved, or if you think it costs […]

Simple Ways to Calculate and Measure Your Marketing Continued… Last blog I delved into some simple metrics to help demonstrate the value of direct marketing. But one question I always get asked is how do you measure the value of a customer well beyond their initial purchase? This value in direct marketing is called the […]

If you want to know how to acquire and keep a customer, then this is the perfect forum to discover how the database is really the hub of all direct marketing activities. In this blog I’ll explain how to plan for a successful database while giving some thought behind successful direct marketing efforts based on […]

Every marketing plan needs to involve some level of marketing research to validate any marketing initiative and to understand what your customers really want. But what are the best research methods to use to suit your specific business needs? Before I start, it should be noted that not all marketing research should only occur in […]

In every small business, you would at least once a year sit down with your accountant and review your books and procedures and make recommendations and relevant changes to better prepare your business financially for the following year. Yet how often do we sit down and have an objective review of our marketing efforts, to […]