Marketing Leaders: Howard Draft

About a year after graduating from Wisconsin’s Ripon College, Howard Draft was one of the 13 founding employees of new direct marketing agency Kobs & Brady. A decade later, his name was on the door. A generation after that, Draft is regarded as a direct marketing industry legend, the victor in numerous media revolutions, economic recessions and boardroom deals.

The 56-year-old Draft attributes his meteoric rise from account executive in the 1970s to agency standard bearer to a lack of patience that he has used to his advantage, as well as lessons learned from a number of direct marketing pioneers.

“When I showed up, it was fascinating. I got to sit at the feet of [Stone & Adler cofounders] Bob Stone, Aaron Adler and [Stone & Adler EVP and Kobs & Brady cofounder] Jim Kobs,” Draft recalls. He also adds that they gave him the equivalent of an advanced direct marketing degree in a short time. “I got a master’s degree in a couple of months.

 

via DMNews

Published in: on February 24, 2011 at 8:59 pm  Leave a Comment  

Maximize E-mail Effectiveness

Having reviewed the blog’s advice, though, it seems to me that it’s not really about etiquette so much as just advice for communicating more effectively and efficiently. If you apply these tips, your e-mail will be more lucid, which will result in fewer traded messages, faster responses, and less time in your inbox. It might look like etiquette, but it’s really quite self-serving.

1. Get to the verb. I have previously described this as Bottom Line Up Front (BLUF). List the action items or requests first, and follow it with context. Don’t make people dig through a long message to reach the action items.

2Number your issues or questions. This makes it easier for recipients to visually chunk your message, and it makes it more likely people will respond to everything, not just your first question. If you include several questions in the same paragraph, you run the risk that recipients will ignore everything after the first issue or — more nefariously — skip over all the hard stuff or questions they don’t want to answer. By giving each question its own line and number, you make it virtually impossible for people to ignore your multiple requests.

via bnet

Published in: on February 24, 2011 at 8:56 pm  Leave a Comment  

Carol Krol on Winterberry Report

Direct mail. Nobody talks about it. It’s not cool. It’s the Rodney Dangerfield of direct marketing. When marketers talk about it, it’s usually in the context of the drop in mail volume to the tune of tens of billions of pieces. Or about how expensive it is. Or about how they’ve stopped using it, or have cut back and re-assigned the traditional budget to digital campaigns. Except they have not stopped using mail — not if these latest numbers are to be believed.

via DMNews

Published in: on February 24, 2011 at 8:54 pm  Leave a Comment  

Organization Better On Paper?

BACK TO PAPER, BACK TO WORK

I recently deleted Things for Mac and Things for iPhone. It wasn’t because of the recent squabbles among productivity nerds about Things vs. Omnifocus. It was because of a book called The Shallows. It’s bringing me back to paper.

If you haven’t heard of the book, it’s a scary summary of the decades of studies that have revealed how hypertext measurably alters pathways in the brain. With extreme detail, the author explains:

  • To your brain, the medium is more important than the message. The medium (paper or screen, for example) has a direct and measurable effect on the synapses in your brain.
  • Reading on screen re-wires the brain for shallower thinking and hinders comprehension.
  • Reading on paper leads to deeper thinking and a better connection with long-term memory.
  • Distraction is the cause of the shallower thinking and distraction can be something as simple as a single link within a hypertext document. No banner ads are needed for your brain to re-wire.
  • The omnipresence of Google has only led to even shallower thinking.
  • The suspected cause of deeper thinking, better focus and enhanced comprehension when using paper is the lack of distraction. Only when you’re allowed to “get lost” in something, can you activate all the areas of the brain required for the deepest thinking.

 

via this life of leisure

Published in: on February 24, 2011 at 8:51 pm  Leave a Comment  

10 Ways to Show Employee Appreciation

While Valentine’s Day is traditionally the time to show your sweetheart how much you care, we think that employers should mark this occasion by showing their employees how much they value them.

Here at Mashable, we’ve pooled our collective knowledge to bring you ten tech and social media-related ways in which you can show your employees the love, from giving them greater freedom online to actively seeking feedback on your business practices.

So read on, and whether you’re the boss, middle management or merely a minion, let us know your thoughts on the topic in the comments below.

We follow:

1. Don’t Block Social Networks

2. Allow Browser Freedom

3. Work in the Cloud

4. Don’t Ban Personal Cell Phones

5. Friend/Follow Employees

7. Set Up Company Playlists (aka music in office)

via mashable

Published in: on February 24, 2011 at 8:48 pm  Leave a Comment  

Winterberry’s Outlook 2011

Winterberry’s Outlook 2011: What To Expect In Digital & Direct Marketing reports that mail as an ad medium has seen a resurgence of late, and will continue to do so.

First, a quick baseline. Marketers spent $114.6 billion on traditional media during 2010, compared with $154.4 billion for direct and digital advertising. Traditional ad spending is seen as dropping to $112.6 billion in 2011. But direct and digital expenditures will rise to $163.9 billion, Biegel says.

via chief marketer

Published in: on February 24, 2011 at 8:37 pm  Leave a Comment  

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