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David Poulos's Articles in Marketing

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  • Basics Prevail When It Comes to Direct Mail (Part 1)
    Despite postal increases, paper price increases, regulations tightening for security and machineability reasons, direct mail is still the most effective way to reach a defined large scale audience, build sales and brand awareness, and move units. It is direct, it's accountable, it's relatively predictable and efficient, and it can be tested and refined to maximize results.
  • Basics Prevail When It Comes to Direct Mail (Part 2)
    Despite postal increases, paper price increases, regulations tightening for security and machineability reasons, direct mail is still the most effective way to reach a defined large scale audience, build sales and brand awareness, and move units. It is direct, it's accountable, it's relatively predictable and efficient, and it can be tested and refined to maximize results.
  • List, Offer, Copy - Still As Valid Today As It Was 50 Years Ago
    Direct marketing is often called a game of dollars - getting the basics down and understanding where to put in the time, money and effort where it will do the most good and return the results you need.
  • 10 Things You Can Do Today To Boost The Effectiveness of Your Marketing Program (Part 2, 6-10)
    If you think of your outreach marketing program as the volume control for the information reaching prospective members or customers, it would be a simple impulse to turn up that switch when you needed more members, or wanted to launch a new program - improving your communications in one simple motion.

    Unfortunately it's not really that simple.
  • 10 Things You Can Do Today to Boost The Effectiveness of Your Marketing Program (Part 1, 1-5)
    If you think of your outreach marketing program as the volume control for the information reaching prospective members or customers, it would be a simple impulse to turn up that switch when you needed more members, or wanted to launch a new program - improving your communications in one simple motion.

    Unfortunately it's not really that simple.
  • Premiums Still an Effective Tool to Spur Publication Subscription Sales
    Premiums or bonus gifts have been used for years to boost sales of everything from cars to cereal and snacks. This is still an effective technique today under the correct circumstances . . .
  • Let Customer's Imagination Flow for Effective Research
    Bare bones quantitative research data on customers is only one method used to extract useful information to inform your marketing efforts. Right-brain, emotional qualitative research can provide unique insights to customer buying behavior that can be invaluable to creating a successful marketing campaign . . .
  • Research Data Drives Effective Creative Strategy
    Without the underpinnings of solid market research or customer data, the best creative design and execution is just pretty pictures. To drive response, design must be anchored with accurate reliable customer research data . . .
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