Getting your clients to use emerging technologies in a way that makes sense for their particular business is one of the biggest challenges in direct mail today, said a panel of copy and creative pros Thursday at the New England Direct Marketing Association’s annual conference.
Variable data printing continues to be a trend, said Pam Sullivan, president and creative director of Sullivan Creative. “It’s still the same old ‘target-target-target.’ You need to break out the demographics and go to the right end users to get results.”
The depth of a marketer’s data is crucial, noted Jonathan Kranz, principal, Kranz Communications. One his clients is Healthy Pet, a chain of veterinary hospitals. It’s a no-brainers for them to target prospects by type of pet, but he encourages use of other variables
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