By
Stephen Belth
Postage has increased, forcing performing arts organizations to
expect costs for direct mail increase by as much as thirteen
percent. Add this expense to costs for printing, data processing
and the mail house, and the need for a better solution is
eminent.
Traditional mail marketing with no greater service or value will
diminish cost efficiency even more. Response rates are already
beleaguered, and have been flat or decreasing for many years. If
return on a marketing investment automatically decreases because
of increased expenses, stakeholders will insist on alternatives.
The printed brochure has been at the center of performing arts
direct mail subscription and membership campaigns for years.
"Marketing By Brochure" is the standard. Mail campaigns,
fortunate to have been developed by a competent direct response
agency, have benefited from tricks of the trade. But, even with
creative visual design, the core elements of the brochure are
the same.
Alternatives to brochure marketing, without sacrificing
response, are there and have been around for years. In fact,
these alternatives not only save time and money, but have also
increased results in many cases.
Copyright © 2005
Stephen Belth
About the author:
Stephen Belth, president of AMN New Media, brings a wealth of
successful experience in strategic planning for audience growth,
audience research, marketing training, and direct mail. Together
with
IdeaStar Inc., he
provides online solutions for building and retaining audiences
and increasing ticket sales.
