The Digital Lizard Blog

Good things come in small packages. Or big ones. Or unusual ones. When it comes to direct mail, creativity is key. Amidst the plethora of other media competing for your audience's attention, your mailpiece design is as important as its content. Sending something intriguing — or simply just fun — can give your offer the interest and impact it needs to generate new sales.

Back in the good old days, if people were excited about your business, they told each other — over the fence, at the water cooler, etc. Today’s world is different. People are overbooked, with very little in-person time to share thoughts on companies or give recommendations. Add in all the apps for curbside/in-store pickup, and there’s no longer even chatter while waiting in line.

Being successful in business requires smart marketing. But more than that, it takes ingenuity. Your direct mail effort is a great place to start. Tangible and tactile, your postcard, tri-fold, dimensional mailer, or other piece offers promise of getting sorted through the hands of your consumer rather than breezed through on their phones. Be respectful of this privilege, and give recipients a reason to respond.

Data is all the rage these days. Open any industry journal, attend any conference, or simply sit in on a marketing meeting, and you’re sure to hear the need for your data to be “robust,” “relevant,” and “targeted.” However it’s framed, the objective of data is to ensure it has the power not only to drive sales now, but also to continue profitable business for years ahead.

We continually hear customers’ concerns about meeting crazy deadlines while hitting really tight budgets. In fact, that’s why they come to us in the first place! Digital Lizard totally gets it. We’re creative people ourselves, and we too are always on the lookout for ways to stretch our budgets.

As summer comes to a close, it’s time to start planning for the cooler weather, and — most important — the fall 2017 season premiers! As a longtime marketer, I’ve always enjoyed new TV promotions, applying some of the creative advertising to my own campaigns.

Traditional wisdom tells us that a company’s “best customers” are the ones that generate the highest sales volume. It also says that 80% of growth comes from the top 20%. But are these claims really true? Many trusted publications — including Byron Sharp’s “How Brands Grow” — offer some compelling evidence to the contrary. Indeed, size and services play a factor too, meaning what’s right for one company may be terrible for another.

Marketing is an art. It takes discipline, passion, and a lot of hard work. But while practice may make perfect for a violin virtuoso, it takes a certain temperament — and some shrewd thinking — to become a marketing maestro.