OGILVY + DARE + WEB + NO BLOG
OGILVY SAID IT BEST
Decades ago, ad guru David Ogilvy declared, “You cannot bore customers into buying your product.” Despite the wisdom of those words, there’s a certain non-profit organization that’s determined to prove him wrong.
They keep sending me the same renewal package – with the same letter and the same enclosures – over and over. Plus, they keep sending it to my wife. Between us, we must be getting the same package half a dozen times a month. Thanks to them, we now have enough address labels to wallpaper a house.
TIP: If you want recipients to think you’re really writing to them one-to-one (your best chance for a positive response), change the letter copy…change the envelope…change the enclosures. And figure that if someone has said ‘no’ to a package more than a couple of times, chances are that they’re going to keep saying ‘no’ the next dozen times.
DARE TO BE DIFFERENT
The other day I came home to find a promo piece hanging from my doorknob. There was no way to miss seeing it. There was no way to avoid touching it. And once it was in- hand, I couldn’t resist reading it.
It was from Dare the cookie people, offering $1 off the price of Vinta Snacks (whatever they are) and the opportunity to win a $10,000 landscaping package. Question for Dare – what does landscaping have to do with eating cookies?
Regardless, the piece got me thinking. In all my years in this business, I can’t recall ever running a campaign involving a door hanger. Maybe I should recommend it to a client. The cost of hand-placing hangers onto doorknobs has got to be pretty high, but maybe the results justify the cost.
TIP: In this day and age of corporate me-tooness, consider zigging instead of zagging. At least test doing something different every once in a while. After all, breakthroughs aren’t born from doing the same thing as everyone else or repeating your same promo (see posting above).
WEB SITE
Have you checked out my revamped web site? Go to: http://www.symbiomarketing.com
NO BLOG COMING
Yours truly is going to be away for the next couple of weeks and unable to write the blog. So I’ll see you back here on Monday, March 30th. Until then, best wishes from…
Dr. Bob
symbiomarketing@telus.net
Decades ago, ad guru David Ogilvy declared, “You cannot bore customers into buying your product.” Despite the wisdom of those words, there’s a certain non-profit organization that’s determined to prove him wrong.
They keep sending me the same renewal package – with the same letter and the same enclosures – over and over. Plus, they keep sending it to my wife. Between us, we must be getting the same package half a dozen times a month. Thanks to them, we now have enough address labels to wallpaper a house.
TIP: If you want recipients to think you’re really writing to them one-to-one (your best chance for a positive response), change the letter copy…change the envelope…change the enclosures. And figure that if someone has said ‘no’ to a package more than a couple of times, chances are that they’re going to keep saying ‘no’ the next dozen times.
DARE TO BE DIFFERENT
The other day I came home to find a promo piece hanging from my doorknob. There was no way to miss seeing it. There was no way to avoid touching it. And once it was in- hand, I couldn’t resist reading it.
It was from Dare the cookie people, offering $1 off the price of Vinta Snacks (whatever they are) and the opportunity to win a $10,000 landscaping package. Question for Dare – what does landscaping have to do with eating cookies?
Regardless, the piece got me thinking. In all my years in this business, I can’t recall ever running a campaign involving a door hanger. Maybe I should recommend it to a client. The cost of hand-placing hangers onto doorknobs has got to be pretty high, but maybe the results justify the cost.
TIP: In this day and age of corporate me-tooness, consider zigging instead of zagging. At least test doing something different every once in a while. After all, breakthroughs aren’t born from doing the same thing as everyone else or repeating your same promo (see posting above).
WEB SITE
Have you checked out my revamped web site? Go to: http://www.symbiomarketing.com
NO BLOG COMING
Yours truly is going to be away for the next couple of weeks and unable to write the blog. So I’ll see you back here on Monday, March 30th. Until then, best wishes from…
Dr. Bob
symbiomarketing@telus.net
posted by DoctorBob | 12:17 AM
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