Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
www.sleepproducts.org/bedtimes<br />
I f your last direct marketing effort wasn’t as effective as you wanted, you<br />
may not be able to blame the rotten economy and today’s tight-fisted<br />
consumer.<br />
Take a close look at your campaign, says Grant Johnson, chief executive<br />
officer and founder of direct marketing agency Johnson Direct in<br />
Brookfield, Wis., and ask yourself the following questions:<br />
➤ How important does your campaign or piece make recipients feel?<br />
➤ Is the envelope/subject line/headline impossible to ignore?<br />
➤ Do you give recipients a convincing reason to continue reading or<br />
to interact?<br />
➤ Do you make them feel “singled out” to reap exciting benefits?<br />
➤ Do you announce an appealing offer that implies high value?<br />
Something like “Valuable gift certificate for you” or “Free offer for<br />
preferred customers”?<br />
➤ Is the content—especially the opening paragraph—loaded with<br />
“you” copy?<br />
➤ Is the offer too loaded down with qualifiers, conditions and<br />
disclaimers? Consumers “crave simplicity,” Johnson says.<br />
Remember, consumers are bombarded by hundreds, if not<br />
thousands, of media messages each day. If a direct marketing<br />
piece doesn’t grab their attention immediately, offer them value<br />
and make them feel special, you’ve wasted your money. BT<br />
In a<br />
recent,<br />
independent<br />
study:<br />
92% of female<br />
mattress customers<br />
polled said that the<br />
Purista freshnessenhancing<br />
treatment was a<br />
feature they desired in their<br />
mattress.<br />
Contact us today to learn more<br />
about how the Purista brand<br />
can become a part of your<br />
polyurethane and latex<br />
foams solution.<br />
Learn more at www.purista.biz or call 800.491.8375<br />
<strong>BedTimes</strong> | May 2009 | 83
Change language