Digital is king for today’s direct marketers. Or is it? Based on the findings of its annual direct marketing survey, the Association of National Advertisers (ANA) reported that while marketing professionals certainly make use of modern technology in their direct marketing efforts, traditional methods, such as sending messages in letter-sized envelopes via the U.S. Post Office can be remarkably effective. According to ANA’s survey, those who direct mailed a letter-sized envelope reported 112% ROI, ahead of SMS (102% ROI) and email marketing (93% ROI). Other direct mail formats that performed well included postcards, dimensional mail, and oversized envelopes, all of which exceeded 90% ROI.

 

“This important study demonstrates that traditional forms of direct marketing continue to be powerful engines for accelerating brand growth,” said ANA CEO Bob Liodice.

Tags: manufacturing marketing, marketing campaign, direct mail marketing, MRM, Continuity Campaigns, Insurance Marketing, marketing resource management, financial services marketing, franchise marketing

Marketing is not a static discipline. New trends, new technologies, changing consumer behaviors, and unforeseen world events. Every year seems to bring a new set of rules and a new playing field for marketers to navigate. If there’s one thing we in marketing can count on, it’s that marketing is constantly changing. If you’re not adapting or evolving you could be left behind. I was recently reminded of this by Social Geek podcast host Jack Monson, who advised, “The marketing landscape changes so quickly. If you are set on a particular marketing channel, you could be missing out.”

Tags: manufacturing marketing, MRM, marketing technology, marketing innovation, Insurance Marketing, marketing resource management, marketing operations, financial services marketing, marketing technology buyers' resources, franchise marketing, marketing adaptability

What do your end users really think about your organization’s approach to marketing resource management? Even without explicit feedback, you can gauge their level of satisfaction by whether or not they use the marketing materials you create for them, or by how many questions or special requests you receive about your marketing resources.

Tags: manufacturing marketing, employee engagement, MRM, marketing technology, Insurance Marketing, marketing resource management, marketing operations, risk management, financial services marketing, marketing staff, marketing technology buyers' resources, franchise marketing, multi-brand marketing

My colleague Martha France recently wrote about how marketing organizations are being asked to do more than ever to contribute to operational effectiveness company-wide. This expanded role requires investments in talent and advanced, often complex, software systems. Choosing the right marketing technology for your organization is essential, but it’s only part of the equation. How you staff, configure and manage these systems correlates directly with the value your organization derives from the technology, which ultimately impacts competitive advantage and the return on your investment.

Tags: manufacturing marketing, marketing ROI, marketing budget, MRM, marketing technology, Insurance Marketing, marketing resource management, marketing operations, risk management, marketing resource management investment, financial services marketing, Competitive advantage, marketing staff, marketing technology buyers' resources, franchise marketing

Despite digital marketing’s dominance in today’s marketing mix, printed materials continue to play a vital role for end-product manufacturers. From product manuals, operating procedures and material safety data sheets, to price books and hang tags – there are certain applications that demand printed materials.

Tags: manufacturing marketing, print, hang tag printing, material safety data sheet printing, kitting

In the manufacturing industry, one of marketing’s greatest asset are the sales channels, on the ground, in local markets, who are responsible for representing, sharing and selling a brand’s products or services.

But how can you break through the noise of the sales room floor? The consumer shopping experience is very different today, and sales channels represent several different brands all at once – including competing brands.

Tags: manufacturing marketing, customer experience, brand loyalty, bottom up branding, bottom up marketing

It’s no secret that when sales and marketing work together, sales can jump. Add production teams, and these groups can create a well-oiled machine: one that can generate demand, predict need and increase sales. When you’re a manufacturer, that insight is critical to running a smooth operation.

Tags: manufacturing marketing, sales, marketing, marketing resource management, increase sales, sales and marketing alignment

Have you been hearing more about “co-branded” campaigns lately? It’s with good reason. Co-branded marketing campaigns can increase your reach and introduce you to new audiences, and drive brand awareness and sales.

Tags: manufacturing marketing, insurance, marketing resource management, co-branded, co-branded campaigns

Encourage vendor participation with solid MDF, co-op program

 

Market development funds (MDF) and co-op funds are one way to effectively reach local audiences. Managed correctly, these tools can motivate and incentivize affiliates, channel partners, resellers, distributors, or other third party sellers to put your brand’s message in the local marketplace with company-approved campaigns.

Tags: manufacturing marketing, local marketing, co-op funds, MDF funds

Who doesn’t want to spend money wisely? When it comes to using co-op or market development funds (MDF), effective fund management at the local level is the key to success.

Tags: co-op marketing, manufacturing marketing, distributors, distributed sales, insurance, co-op funds, market distribution funds, dealers, MDF funds, channel partners, financial services marketing