Setting KPIs. Did you ever wonder if your marketing really worked? You got some calls in, a bunch of clicks on the website, two or three forms submitted, maybe a couple of sales…..Was that what you were hoping for? In marketing, your success largely depends on setting clear goals and knowing how to measure them. We call these Key Performance Indicators (KPIs) and they are more than just numbers. They’re essential tools that help marketers assess how well their campaigns are hitting their targets. If you really want to gauge the success of your marketing campaign, then you need to decide which ..read more

As I promised, this week’s newsletter will focus on how to use AI to create copy for a marketing postcard. Thanks to all of you who called in about the article on using AI to draft a direct mail letter. Many of our water filtration dealers use postcards to generate leads. But, how do you decide what to write? What copy will work best? I used ChatGPT to help me take a look at the options. As always, remember that we use AI to help us formulate what we’re doing. It’s not the end-all, be-all. You need to make sure you modify for your specific Dealership. I am putting my prompts in blue. ME to Cha ..read more

In an age dominated by digital communication, it’s easy to overlook the power and personal touch of traditional direct mail. Yet, for non-profits aiming to expand their donor base, direct mail remains an indispensable tool. This article explores how direct mail can not only coexist with digital strategies but also significantly contribute to growing your non-profit’s support network. Why Direct Mail? Direct mail offers a tactile experience that digital media cannot replicate. Receiving a physical piece of mail creates a moment of engagement in the donor’s day, making your message stand out. Mo ..read more

Since many of our clients are in the Home Industry, I wanted to share some information with you about the Houzz 2024 Home Renovation Trends Report. This report was just released and marketers can get some solid information by reading the info. At the bottom of this blog is a link so you can download the entire report. Information is power in your marketing. By understanding the trends, you can focus your marketing on the right audience and support your offer with real data. Home Renovation Spend Hits New High  Renovation spend has surged in the past three years, with the median spend* inc ..read more

Many of you joined us at the panel session of AI at last month’s WQA conference. I’ve gotten a lot of requests for more information about using AI, how to prompt, and the different opportunities there are to use AI in marketing. I want to continue the conversation. In today’s blog, I asked my ChatGPT to write a blog about how to use AI to develop a direct mail letter.  Then to create an example of a well-written letter for water filter sales. Then, asked my AI, using Dall.e, to create an image to accompany this blog. Next week’s blog will help us create bullet points for a postcard. Today ..read more

Stories are a fundamental way humans connect with one another. They allow us to share experiences, emotions, and wisdom, fostering empathy and understanding between individuals and communities. This blog is about stories of resilience. I just came back from a Solidarity Mission to Israel organized by the Jewish Federation of South Palm Beach County. We were 13 women whose goal was to meet with people in Israel. We were going to bear witness to the atrocities of October 7th, offer support, hugs and love, and show the people that they are not alone. Our trip was about stories. We listened with o ..read more

Trigger data refers to specific types of data that are generated as a direct result of a particular event, action, or condition, often serving as a catalyst for further actions or processes. Trigger data is like the fireworks of the data world. And, the magic of trigger marketing is that you can really boost your response and sales – and get real results! It’s all about those exciting moments when something happens, setting off a chain reaction of data collection, processing, and analysis. These triggers can come from anywhere – a user clicking a button, someone buying a home or taking out a m ..read more

There is tremendous value in Direct Mail. Done correctly, postcards and mailers will get you into the right consumer hands day after day. 85% of businesses who utilize direct mail use it for lead generation. These marketers say unequivocally that direct mail helps them generate leads and sales and drive traffic to their websites. I am reprinting this article by Ray Shultz that appeared in Media Post News. You know I am a numbers kind of gal and believe that data tells the story.  So, here you go. Brands have many channels to choose from. But there is one channel that stands out in this ag ..read more

These 6 direct mail tips will help you reach your target audience and boost your response rates. If you want your direct mail campaign to be successful, this short refresher course will give you some suggestions to move the response needle from “meh” to great! Segment Your Audience: Before you send out any direct mail, you need to segment your audience based on demographics, behaviors, or preferences. This allows you to tailor your message and offers to specific groups, increasing the relevance and impact of your mailers. The top segments in the water quality market include: New Homeowners Fa ..read more

Use the 2023 WQA Consumer Opinion Study in your strategic marketing planning for 2024 Strategic marketing planning is your roadmap to success and dealers who use the 2023 WQA Consumer Opinion Study have a leg up on the competition. As you start 2024, you need to take a hard look at how your business did in 2023. You need to review what worked and what didn’t work. You need to analyze the number of potential buyers in your market and consider how you can reach them. This is a time to fine-tune your message; do a deep dive into your competition and evaluate your unique value proposition. This is ..read more