Marketing Newswire

Archive for the ‘Advertising and Marketing’ Category

Recent studies conducted by marketing firms point out that businesses who use email marketing in combination with more traditional marketing methods (direct mail, print media, magazine advertising, etc.) have an increased probability of increased revenues. Such is the case with a recent study conducted by Vistaprint (http://tinyurl.com/yk5zc76). Email marketing is simple, cheap and very effective. Results can be improved upon if social media is integrated into email marketing.

For example, a small business operating in a storefront location may have a loyal customer base who would like to be notified when the store has a sale. The existing customers should be the first to hear about any sales or specials because they will be the ones most likely to buy. The store can simply have customers sign up for their email mailing list at their cash register or point of sale. The store can email the customers to the mailing list for little or no cost.

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PostalJournal.com Website

POSTALJOURNAL.COM – On December 1, 2009 a new Web forum was launched at www.postaljournal.com by a coalition of postal, mailing and marketing groups to discuss the state of the US Postal Service and how the federal agency can maintain its relevance in the future.

The site was created by PostCom (The Association for Postal Commerce), the Mailing and Fulfillment Service Association and the Envelope Manufacturers Association with the support of the Direct Marketing Association and Direct Communications Group.

The goals of PostalJournal.com are to explore the evolution of the American postal system as part of the nation’s 21st century economic and communication infrastructure and to facilitate an exchange of postal perspectives by individuals without regard to past or present occupational affiliations.

According to Ken Garner, the president and CEO of the Mailing and Fulfillment Service Association,  the financial state of the USPS was an impetus for the site’s creation because it reported a $3.8 billion net loss for fiscal year 2009.

Also, in an article appearing at the DM News website, Gene Del Polito, president of PostCom said about the new Postal Journal Forum, “There needed to be a place where people could present ideas and have them discussed, criticized and built upon without having to worry about speaking on behalf of anyone they specifically represented.” He also added that there wasn’t going to be any lobbying.

Whether they like it or not, these industry groups depend upon the Postal Service for their livelihood, and the fact that the USPS is hemorrhaging cash is of no small concern. This was reason enough to start the forum so they would have a platform from which to voice their concerns.

Like the industry groups, business who use mailing lists in their direct mail marketing campaigns will also be concerned about the future of the USPS. Businesses who send out mailings that use consumer mailing lists have to know that they need a financially healthy Postal Service to help with their marketing efforts.

This can be big news for suppliers of mailing lists and for businesses that buy mailing lists. Restoring direct mail service between U.S. and Cuba has been an issue that has thwarted previous presidents, including George W. Bush and Bill Clinton. Previous attempts had been stalled by the Cuban government. Experts say that it would not only be a big step for families that have been divided but also would be a politically critical move. The decision to have the direct mail talks comes just after migration talks in New York in July.

Direct mail to Cuba stopped in 1963, and since then mail has had to go through other countries. Diplomats have now arranged to meet in Havana to discuss the renewal of direct mail between the countries to put an end to rerouting direct mail through Canada or Mexico. President Obama would like to improve relations between the U.S. and Cuba. He has taken measures to see if the Cuban leadership is interested in participating. One such step taken involves the support of a recent decision by the Organization of American States to reverse its position in 1962 to suspend Cuba from the 34-country group. Read full direct mail story .

In a recent post at the LA Times website, author Alana Semuels states that TV stations, newspapers and magazines will feel the latest blow from the GM and Chrysler bankruptcies. In the article, the author also points out:

“Sports franchises also could feel the sting, with analysts expecting the automaker to continue cutting back its multimillion-dollar sponsorships of professional teams.”

Not only will the media outlets feel the crunch, the sports franchises themselves will also bring in less income.

At least one Major League Baseball team is sponsored by General Motors, as stated by Jim Andrews, senior vice president of IEG Inc., a research and consulting firm. GM spends about $5 to $10 million per year on Major League Baseball and about $1 million per year to sponsor teams in the National Basketball Assn., National Football League and National Hockey League.

GM is also decided not to renew its deal with the US Olympic team, estimated to be worth about $7 million. It is also scaling back its NASCAR sponsorship and has ended its 9-year endorsement contract with Tiger Woods for Buick.

The Effects of GM’s Marketing Budget Cutbacks

Last year, according to the Nielsen company (of Nielsen ratings), GM spent $2.1 billion in advertising, coming in second only to Procter and Gamble. Companies coming out of bankruptcy can’t be expected to have billions of dollars avaiable for their marketing budgets. Already in Bankruptcy Court, Chrysler has been asked by the Obama administration to cut its marketing budget in half. This does not bode well for GM’s media suppliers or the teams they sponsor.

The ripple effect of reduced expenses goes even farther down the chain. By the end of 2010 it is expected that GM will cut almost 2,500 dealerships who would otherwise be expected to purchase local advertising. This fact is reinforced by Gordon Borrell, chief executive of research firm Borrell Associates, who states:

“You have a double whammy with dealerships shutting down and manufacturers curtailing their ad spending, … It’s across the board hitting everybody.”

Local TV Stations Hit Hard

The LA Times article states that “In the short term, the GM filing is likely to hit already struggling TV stations and newspapers the most dramatically, Borrell said, because both get a large percentage of their advertising revenue from dealer groups and dealerships. Some television stations get half of their advertising dollars from the automotive category, he said.

“Last year the category accounted for 11% of all dollars spent on newspaper advertising — $2.5 billion, according to TNS Media Intelligence. Newspapers are hurting badly, with ad sales down 30% in the first three months of the year, the Newspaper Assn. of America said Monday.”

Advertising Cutbacks by Automotive Dealerships

The LA Times article goes on to state:

“Companies typically market cars through three tiers: Manufacturers pay for commercials that advertise new models or push a brand nationally, dealer associations corral voluntary contributions from regional dealers into ad campaigns, and individual dealers advertise pricing and perks to get customers into their lots.

“Dealer spending shrank 24% last year from 2007, and manufacturer spending decreased 10%, according to TNS Media Intelligence.

“Advertising from dealer associations has suffered as more car dealers decide they don’t want to spend on group advertising when they have to cut back so much in other areas, said Peter Welch, president of the California New Car Dealers Assn. Many are opting out of assessments, the voluntary 2% contribution they put into funding the regional dealer ads.”

Recommended marketing sites:

PFP Sports & Celebrity Booking Agency
Mailing Lists Direct

John Elway, a popular motivational sports speaker, can now be booked through PFP Sports and Celebrity Talent Agency.  John is available for speaking engagements, endorsement deals, personal appearances,  golf tournaments, sports camps, autograph signings, television and radio commercials, spokesperson campaigns and corporate events. Request John Elway booking agent information or call 1.800.966.1380.

Playing Field Promotions is a reputable sports marketing firm specializing in athlete promotions, sports promotions, celebrity speakers and athlete endorsements.   ... Read Full Story

Mailing Lists Direct is an established and  reputable company that offers consumer lists and business lists for direct mail marketing.  Thousands of customers from Fortune 1000 to small-office/home-office and individual salespeople  have used their products and services to increase revenue,  find new customers and grow profits. They  focus on understanding the overall business goals of each of their clients.  They have a very knowledgable staff and will listen to your needs. They will make excellent recommendations that will get you results and help to grow your business in a cost-effective manner. 

Mailing List Direct’s online count and order system is the quickest and most cost-effective way to find qualified prospects for direct marketing campaigns. Their system puts the client in complete control of the list buying process where the client can run counts and order data in real time right from the desktop.

Their online count system is available 24/7 so lists can be obtained when needed whether day or night.  Also, there’s no need to wait for a salesperson to “get back with you”. Run and re-run your counts as many times as you like. Once  satisfied with the results, the list can be directly downloaded to your computer.

Please contact them if you would like expertise advise on ways to market your business or if you would like to buy  mailing lists from a reputable company.